// PORTFOLIO
helping fitness brands tell compelling stories
As an accomplished fitness journalist, with a Level 3 PT qualification, Sam regulary contributes in print and online to the UK's leading health and fitness titles, covering topics ranging from CrossFit's uncertain future after the first death at the 2024 Games to the moral and ethical threat of the world’s first 'Steroid Olympics'.
Sam has spoken + compered on panels covering topics across the health and fitness spectrum, including a debate on the risk and reward of GLP-1 drugs and AI hosted by Numan for Men's Health Week and previously at Balance Festival on the future of tech in healthcare.
As FIIT launched into the B2B space in early 2024, Sam worked with the in-house designer + videographer to build out two optimised landing pages for partners and trainers, supported with a paid LinkedIn campaign and monthly newsletter series to drive awareness + generate leads for the sales team.
Sam has written several articles and thought leadership pieces for employee benefit and digital health platform Peppy, including partner posts with Clifford Chance, Wickes and REBA intended to raise awareness and de-stigmatise issues ranging from infertility to miscarriage.
From 2018 to 2023, Sam led the TOV, brand persona and communications strategy for this e-commerce startup, a spell which included 10 successful crowdfunds that helped establish Wingback as an award-winning luxury lifestyle brand and design studio now based in the heart of London.
Sam has delivered several collaborative content partnerships between digital fitness platform FIIT and online health and wellness title Fit&Well, uniting high-ranking SEO articles with highly shareable and interactive workout videos from FIIT's team of expert trainers.
Regular editorial work includes producing a wellness founder profile series for Fitt Insider + Welltodo, technical SEO-rich deep dives for the likes of GQ, Women's Health, Coach + Gentleman's Journal, cover features and section editing as Fitness Editor for Men's Fitness magazine between 2011-2016 and a monthly column for a popular newsletter series published by Huel.
