Driving Business Towards Growth With Technology & Passion – Joe Barhoush


Joe Barhoush, CEO and Founder of GES LTD

Joe Barhoush, the CEO and Founder of General Electronic Services LLC, tells us about how he started his career journey and got the idea of GES through his passion for technology. He is a talented technology professional with decades of experience in the consumer electronics industry. His exceptional electronics systems consultancy expertise helps him develop innovative solutions. Learn more through the interview below.

The Idea Behind It

Which career path led you to where you are today? 

“The present that I am here today is what I was planning since I was at university, where I started with a hobby to get into technology in 1988. I have an Engineering bachelor’s degree in TV & Radio Broadcast. Soon, I started as an employee for a TV Station in Lebanon, a technical operator, LBCI. Also, I was a teacher for electronic courses during the day. Then I moved to FM radio as head of the technical department till 1997, where I established my company GES Ltd. (General Electronic Services Ltd),” says Joe B.

We further asked, “What inspired you to develop the idea of your company?”


He continues, “Some people love cars and sports. For me, technology was a hobby, and I started to be addicted to it.”

Business Priorities

We further asked, “How have your priorities in terms of business evolved since you first started?”

Joe Barhoush Savant Europe Summit 2020

“Since technology is something I need to follow and look at, where this requires travels and meeting manufacturers that I found at that time in magazines, and later online, I made a professional integration company where I was able to execute the biggest projects in the middle-east, from the Arab Summit Lebanon, Arab Summit Syria, MBC studios in Lebanon, LBCI Miss Lebanon, Star Academy, Biggest Loser MBC, Al Hurra, CNCB Dubai, Taj Mahal Dubai, Music Plus Dubai, GEARONE Dubai, Awatar TV Dubai, Al Watania KUWAIT and many others to name. I was able to reach International Yacht Builders from Italy like CRN, RIVA, Ferreti, ISA, Pershing, Princess Yachts UK and many others. Through this, GES achieved almost 588 Yachts in the region with complete satellite TV, internet, voice calls, music, entertainment automation and amazing, great features that I was offering as technology to entertainment lovers,” says Joe B.

From Integrator To Master Professional Distributor

“What are the most challenging situations that your company overcomes?” we further asked.

“The biggest challenge when I was an integrator was I usually had to buy from distributors, and the distributor setup was not available as it should protect me as an integrator. That was my idea of how I could move to that weakness in the region. Then here, the challenge started chasing me about how I could be at that level. 2009 was the point of change from integrator to master professional distributor of premium brands globally based in Dubai – I was aware that the Dubai government was the only country offering such a supporting opportunity for my plans.” Joe B

Standing Out From The Crowd

We asked, “What makes your company stand out from all the other businesses in your industry?” 

Joe said, “Since I was an AV integrator, I have learnt what dealers and integrators need. Hence, I made my company plans based on best support, protecting dealers and partners, offering them the best price to compete online and not installing anymore, just focusing on these hard workers dealers to accomplish a professional job.

“What KPIs do you use to measure your business success?” We asked.  

“My success stands between our suppliers/manufacturers and our dealer when we see great luxury homes, villas, and people happy from their smart home system, happy from our brands that I choose to be a part of our business. The important part of best quality brands is how to choose them to be our partners.” shares Joe Barhoush.  

A Name In The Industry

We further asked, “Tell us something about your services. What are you working on now?”

ISE Show Success Story

Joe B continues, “Today, I can say what UAE offered me was opportunities where I was able to grow my business in the whole MENA region. GES is the MENA region’s largest AV & smart home distribution company. Our clients are from all over the Middle East, Africa, India, and Pakistan, up to Cyprus, Greece, Turkey etc. I was able to enable 2 warehouses in Lebanon and Dubai for the best delivery and support. We distribute more than 20 well-known international brands such as SAVANT, SONY, RUSSOUND, NETVIO, NEXUS21, and many others.”

“How do you build trust with your employees and boost productivity without causing burnout?” We further asked Joe B.


“Family, this is the most important thing for me. The team is my family, and this is what I show them and how to deal with them. I see them every day more than my family. I stay at work more than at home. I live their dreams and their future.” he says. 

“How do you stay on top of new technologies and trends in your industry?” Joe B.

Joe B, “Since I started my business, I am still learning. I never miss any event or exhibition globally and always look to a better future and improvement. This is why we are into technology – to bring the latest every day. Our industry is not like any other. Electronics became a name in every industry. All the future relies on electronics, and I should be on top of it.”

“What advice would you give to starting entrepreneurs?” 

“I believe in your dream, trust yourself, keep learning, nobody can be perfect, drive slow, and you will be very confident,” Joe concludes.

Connect with Joe Barhoush on LinkedIn 

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