As co-founder of iris Worldwide, not only has Sam grown one of the most successful independent advertising companies in the world but he’s also spent 20 years developing breakthrough brand strategies for the likes of adidas, Virgin Active Gyms, Polar, Samsung, and Sony.
There’s nothing this man doesn’t know about why people do what they do when it comes to health and fitness and he’s constantly frustrated by brands and companies who don’t acknowledge the power of genuine participation and engagement.
In 2014, Sam completed the 156-mile Marathon Des Sables across the Sahara alongside Sir Ranulph Fiennes.
Still not completely convinced on the benefits of mindfulness and meditation, Sam has promised to address this in 2016, while training for his next adventure, The Yukon Arctic Ultra.
He likes to train alone… blatantly so he can listen to Enya.
Sam doesn’t have a six-pack.