About

I build, coach and write.

The work looks different from the outside. It is the same problem in different clothes.

Working principles.

Build for reality.

A plan is useful only if it can change when the week does.

Measure the decision.

If a number would not change the next move, I ignore it.

Own what matters.

Your data, tools and attention should not disappear when a platform changes its mind.

The ownership principle became SOVEREIGN.

The path here.

A short record of the work and races that changed what came next.

Berlin, after the finish.
27 Sep 2026
3:17:35 at Berlin.
A marathon personal best and my second World Marathon Major. The result sits beside the target I published before the race.
Read the race story →
The half marathon checkpoint.
18 Jul 2026
1:28:56 at Battersea.
A six-minute half marathon personal best and the checkpoint that set the target for Berlin.
Read the race note →
Illustration from the writing.
17 May 2026
SOVEREIGN went public.
A public thesis about owning the body, data, tools and attention that the rest of the work depends on.
Read SOVEREIGN →
Sydney, the first Major.
2025
Sydney, then Athens.
A first marathon in 3:29:56, a first World Marathon Major, then the original marathon in 3:41:27.
Open the race cabinet →
The Ultra London Trail 25K.
2024
The race record started.
A first 25K trail race in 2:20:21, followed by a first official half marathon in 1:37:54.
See the earlier races →

What I do

Building

AI systems and websites for small businesses through FloSumo, plus my own tools and products. See what I am building →

Coaching

Coach Sam is my coaching practice. Goal-driven fitness coaching built around your training, recovery and real-life context, from 5Ks and marathons to Hyrox, strength and general health. Explore coaching →

Writing

Essays on ownership, performance, systems and building in public. Read the writing →

Reading

Every book that left a mark, with my own highlights underneath it. The library →