The station, which launched earlier this year, posted a statement on Twitter, writing: “It is with the heaviest of hearts that I have to inform you, our dear friend and breakfast host Tim Gough passed away this morning whilst presenting his program.
“Our love to his family, son, sister, brother and mum. Tim was doing what he loved. He was 55 years old."
The 55-year-old who was born and raised in Suffolk is suspected to have died from a heart attack mid-song during his show. The music stopped suddenly around 7:50AM, before continuing minutes later. He was broadcasting from his home, 35 miles from the station’s headquarters in Ipswich.
Gough’s career in radio started nearly four decades ago at Ipswich's Radio Orwell in 1986, including more than 25 years as a broadcaster in this time, also working at stations such as Smooth Radio and Saxon Radio.
He had been away from radio for more than a decade before restarting his radio career at GenX.
James Hazell, managing director of GenX Radio, said: "To know Tim personally, as I did very closely for over 30 years, was to know a warm, caring, fun guy who myself and my family loved dearly. We are heartbroken by the news.
"I know his family are enormously comforted by the hundreds of loving messages that have been received and have asked for privacy at this devastating time."
Tim Foster, who worked with Gough at Radio Orwell and has worked for BBC Radio Suffolk, said: "I first got to know Tim when he was working behind the scenes on the Saturday afternoon sports show.
"We hit it off immediately and the banter never stopped in all our time at Radio Orwell and Saxon Radio.
"He was a Norwich City fan, so the rivalry and humour was fierce!
"He did such a great job on air on Saxon - his big personality shining through.
"I'm so sad to hear of his sudden death which has robbed Suffolk of one of its nicest guys.”
His colleague Mark Eley said on Facebook: "The very talented Tim Gough from our Breakfast show sadly passed away this morning whilst doing what he loved most."
"Today is indeed a very sad day for radio and everybody that ￼was lucky enough to know Tim. My thoughts are with you all as we come to terms with this huge shock. I speak for everybody at Gen X Radio Suffolk when I say thank you for all your kind messages and outpouring of love and support I know the team we really appreciate it."
"Tim leaves behind a huge hole which is impossible to fill and we are all in shock.
"In the short time I have known him, it is clear to see his talent and passion for radio and the knowledge and support that he has shown to others is huge. I have learnt so much from Tim."
Patrick Hinton is Mixmag's Editor & Digital Director, follow him on Twitter