Sam Akinluyi

Executive Coach

Sam believes that anyone can achieve great things.  He wants to work with individuals that are committed to personal growth; helping them identify, clarify and build on their strengths in order to achieve their desired outcome.  His industry experience allows him to understand and empathise with business and organisational challenges.

Sam’s coaching approach is built on strong connection and empathy.   He believes in bringing out the best in people and balances being both supportive and challenging to achieve this.


Sam spent 15 years in the Consumer Goods industry working for businesses such and Nestle, General Mills and Mars.  He has led teams and departments in all of these companies with his core experience being in strategy, commercial/sales and organisational leadership. He led the Commercial Strategy team for Mars UK and was the Grocery Sales Director for the UK.

Sam is the Chair of the Board of trustees for the youth charity, Future Skills.   He is a non-executive director who believes that business can change the world for the better.  He was a keen rugby player representing Loughborough University and Harlequins (amongst other teams) and has represented Nigeria at an international level.

He is married to Mel and has two young daughters.

Coaching Style

Sam is an advocate of people-centred coaching.  He works to create a safe, non-judgmental and genuine environment where the client feels free to fully express themselves.

Sam’s varied background (both professionally and personally) allows him to connect with clients both in different industries and at different stages of their career.

‘Clients describe me as calming, focused and insightful.  They say my goal-orientated approach ensures that each session creates a clear, achievable plan that results in a positive step forward.’

His business experience enables him to help the client relate each session back to tangible performance-based results.

Special Interests

  • Leadership development
  • Developing confidence and belief
  • Career planning
  • Strategic planning
  • Paternity and work-life balance

Training & Qualifications 

Sam holds a BSC Hons degree in Banking, Finance and Management from Loughborough University and has a Professional Certificate in Coaching from Henley Business School.  He is a member of the Association For Coaching (AC).


“Sam is a first-class business leader and he brings a wealth of experience in major FMCG companies to his consulting and coaching practice. He provides insight, clarity and importantly he has lived through the issues we faced.

He has helped me personally to find the find the right focus between the strategic and the operational (whilst maintaining my sanity!), with great success. His style is calm, thoughtful and always focused on my specific needs and it is bespoke to me”. 

President International, Sales & Marketing Company for Consumer Packed Goods


“Sam’s vast knowledge of people management isn’t just from his years spent in business environments – Sam genuinely cares about people which was evident from our first conversation. Throughout our sessions together, Sam helped me recognise my own strengths and weaknesses as well as how to connect and lead people to bring out their best qualities. 

The 6 months of guidance Sam gave me has not only been beneficial to my company and my professional skillset but he’s helped me through personal issues which I didn’t realise were holding me back, such as confidence, relationship building and how to deal with stress”.  

Marketing and Creative Director, Fashion Retail


“Sam encouraged me to reflect, think laterally, and helped me unlock the abilities I had but which I needed someone else to help me identify. As a result I am now confidently leading a national initiative which is growing exponentially, and I also feel more confident as a professional and person”.

 Director, Charity Organisation