Sam joined North Sails in 2011 after a stint of running his own business in London. He joined as a salesman dealing primarily with Solent-based racing boat projects. He became UK Sales Manager when the company was bought by Oakley Capital.

Sam started sailing in an Optimist at age 6 and continued on to sail 420s and 49ers. His transition from sailing as a hobby to working in the industry started as a sailing instructor in Spain, followed by coaching National Youth Squads. He started racing big boats in 2004 on the Swan 48 Jacobite, which has led to racing worldwide on many different racing boats including the Classic Rowdy. He is now the main trimmer onboard the J/V72 Jethou.