When you work in this industry for some time, you really get to know people from all quarters. Some are flat out.com, others are under pressure with too much work on their plates. But when it came to profiling Eoin for this issue, I was genuinely delighted. By Brian Coogan
Eoin is one of those lads who has nothing to prove – no big shotism, just a friendly, helpful, knowledgeable industry professional who knows his stuff. He understands customer expectations, delivers the product properly, installs it the right way, and does it all without drama. And that, ultimately, is exactly what an end user wants.
What also stands out is the team he works with at LES – all on the same wavelength, do the job, look after the customer, and get on with it. Everyone is different of course, but it’s always good to meet sound lads in this game.
In an industry where construction technology is evolving at pace, few areas have seen as dramatic a shift as machine control and guidance systems. At the centre of that transformation in Ireland is Eoin Genochi of Levelling Equipment Services (LES), the authorised Leica Geosystems machine control dealer for the Republic of Ireland.
With nearly a decade at LES and a strong background in construction plant fitting, Eoin has become a key figure in driving the adoption of machine control technology across the Irish construction sector.
Early days and career path
Eoin’s journey into the industry began in a practical, hands-on way. He completed his Leaving Certificate at Crumlin CBS at just 17 years of age in 2004 before starting his apprenticeship at 18. College was never part of the plan, with Eoin instead choosing to enter the world of construction plant fitting.
“I started my apprenticeship at 18, so no college,” he explains. Interestingly, machinery was not his first passion. As a teenager, his interests leaned more towards cars and motorbikes, and his original ambition was to become a car mechanic. However, the construction plant route offered broader opportunities and a more varied skill set, which ultimately shaped his career. “I was always into cars and motorbikes, not so much machinery. I originally wanted to be a car mechanic but went into plant fitting as there were more options and a wider skill set available.”
Early career experience
Eoin began his working life with JW Hire, where he completed his apprenticeship and remained for around five years. This was followed by a period of travel and international experience that would broaden his technical understanding.
He spent time working in Australia before returning to Ireland to join GH Hire for a short spell. The pull of overseas experience then took him to Canada, where he worked for a John Deere dealership in Saskatchewan. However, rural life did not suit him.
“It wasn’t for me – too rural and quiet for a 25-year-old single man from Dublin,” he says with a smile.
He returned home and rejoined GH Energy Rentals, where he remained for close to six years before making the move to Levelling Equipment Services.
Life at LES
Eoin is now approaching nine years with LES, having joined when a position opened up for a Machine Control Technician. At the time, machine control was still relatively new in Ireland, and Eoin’s curiosity and plant background made it an ideal fit.
LES had begun introducing Leica machine control systems to the Irish market, becoming the first authorised Leica MC dealer in the Republic. Building the brand from the ground up required technical knowledge, persistence and a strong customer focus.
Daily role and responsibilities
Today, Eoin’s role is a combination of sales, technical support and administration. No two days are the same.
A typical day begins with admin, stock control and ordering with Leica, followed by customer calls covering everything from sales enquiries to technical troubleshooting.
“One thing that won’t be said about us is that we are hard to get on the phone. Our number one priority is to keep the customer going no matter what it takes.”
That focus on support is a cornerstone of LES operations and has been critical in building long-term trust with contractors across Ireland.
Growth of machine control in Ireland
Since around 2020, machine control adoption in Ireland has grown significantly, with LES seeing consistent year-on-year growth. Eoin notes that 2026 is already shaping up to be a record-breaking year. He believes the shift is being driven by several key factors, including efficiency, labour shortages, safety and cost savings.
Machine control allows operators to work directly from a 3D model in the cab, removing the need for constant site setting-out by engineers. This increases productivity and frees engineers to focus on other tasks. Fuel efficiency and reduced rework are also major benefits, particularly in the current economic climate.
Industry shift – from luxury to necessity
According to Eoin, machine control is no longer seen as a “nice to have” but a necessity on modern sites. “There has been a clear turn in the tide in the last two years. What was once a luxury is now a necessity for most contractors.” He also highlights the impact on operator wellbeing, with reduced fatigue and improved efficiency contributing to better working conditions.
Technology evolution and future trends
Eoin believes the next major step will be the integration of AI and advanced safety systems into machine control platforms. He also highlights developments such as Leica and Xwatch integration, combining 3D machine control with height, slew and exclusion zone protection to enhance site safety. Despite rapid technological advancement, Eoin does not believe full automation will replace operators in Irish construction any time soon.
“There are too many variables on construction sites. I believe there will always be a need for an operator in the cab.”
Notable projects
One of the most technically challenging projects Eoin worked on involved Wills Bros, where machine control was used for a large-scale solar farm installation involving approximately 8000 piles.
A Hitachi ZX160 fitted with a Movax piling unit was integrated with Leica MC1 software – a global first at the time.
“It took time and collaboration, but we got it working very well. The customer was very happy with the result.”
Customer relationships and reputation
A key theme throughout Eoin’s career is customer trust and long-term relationships. His hands-on approach and willingness to support clients at all times has become a defining feature of LES service.
Being helpful is the job
For Eoin Genochi, machine control is more than just technology – it is about helping contractors work smarter, safer and more efficiently. From his early apprenticeship days to becoming a leading figure in Irish machine control, his journey reflects both the evolution of the industry and the importance of strong customer relationships.
As LES continues to grow and Leica systems become standard across Irish sites, Eoin remains at the centre of that progress – quietly doing the job, solving problems, and delivering what customers actually want: no drama, just results.
