He has over 20 years of experience in reputational and corporate communications, and spent eight years heading up communications globally for Gymshark. Prior to that, he worked for three of the most successful agencies in the United Kingdom - Zeno, Teneo and Brands2Life - and his portfolio includes some of the biggest brands in the world including Facebook, Budweiser Brewing Group, Verizon Media, Microsoft, Coca-Cola and Netflix.

At Gymshark, Sam was wholly responsible for all the brand’s corporate, consumer and international communications. He saw the brand grow to become one of the most trusted gymwear brands on the planet and Communications was there for all the big moments – including becoming only the second Unicorn in British history with no prior funding, the move into physical retail, some of its most significant NPD launches, working with some of the biggest (quite literally) athletes in the world and, crucially, all the events it does for its community. He remains a trusted advisor to Ben Francis and worked across the business with all key stakeholders.

Valued as a catalyst for growth, the role brought a unique perspective. It sat at the intersection of social, culture, retail, and business and presented some of the most exciting challenges when it came to promoting and protecting Gymshark's reputation.

Sam has a different viewpoint on brand reputational communications than most. He firmly believes that they should absolutely not be purely transactional, but you can insert creativity, humanity and vitality into them. That's what runs through all work at SKX Communications.
Away from the consultancy, you'll find Sam either running, swimming or trying to keep up with his three-year old daughter.