Perry Swain brings extra focus to Genelec’s UK sales effort

IIsalmi, Finland, May 2025… Genelec has announced the appointment of Perry Swain as Regional Business Development Manager, focusing on the UK market alongside Genelec colleague Andy Bensley. Located in the London area, Swain will mirror Bensley’s role in supporting Genelec’s local distribution partners and bringing the company even closer to its major UK customers. With Bensley located in the north of England, Swain’s appointment in the south significantly strengthens Genelec’s presence across the entirety of the UK.

A keen musician and producer, Swain has gained many years of experience in pro audio, AV and MI, occupying sales, procurement, and brand management roles in retail, distribution, and manufacturing. Most recently, Swain has been UK Territory Manager for Bose Professional, but has a deep knowledge of Genelec technology through his previous position as Genelec Brand Manager at Source Distribution – Genelec’s pro audio distribution partner in the UK. In this role, Swain forged strong links with both end users and the local dealer network, making him a natural fit for Genelec’s European sales team.

“I’m incredibly excited to be joining Genelec in this new position,” comments Swain. “Having worked closely with the company for many years in previous roles, I have a very personal connection with Genelec and the team there. It’s particularly good to be working alongside Andy again, and geographically our roles will dovetail perfectly. I’m really looking forward to being a part of the team and further strengthening our support for the UK market.”

“The UK continues to be a hugely important international market for Genelec, and Perry’s appointment will bring even more firepower to our team there,” adds Michael Bohlin, Genelec’s International Sales Manager. “Whether it’s through sales and marketing support, training and education, or on-site system calibration, Perry’s experience with our company, our loudspeaker solutions, and the UK sales channel, will enable him to really hit the ground running – and we’re delighted to welcome him aboard.”

Perry Swain can be contacted at perry.swain@genelec.com

For more information, please visit www.genelec.com