I’m Sam Adams, and I’m a high-performance coach specialising in breath and nervous system regulation. I work with leaders, founders and athletes to build the capacity to access their skills, clarity and decision-making when pressure rises.

My work combines high-performance coaching with practical breath and nervous system regulation through my Capacity Coding™ methodology — helping people not simply cope with pressure, but perform more consistently within it.

I’m the founder of Life & Breath, author of UNBOUND: How to Build a Nervous System That Can Hold It All, and an experienced speaker and facilitator. My work has taken me from leadership teams and global organisations to elite sport, including professional footballers, Team GB athletes and Olympians.

My philosophy is simple: It Starts With You.
sam smiling, hands on heart

Who I Work With & Where I’ve Featured

 

I work mostly with business owners, leaders, and professional athletes—people who need to perform at their best while staying grounded.

My sessions and expertise have been recognized by major organisations and media outlets:

  • Corporate & Memberships: Running regular sessions for the membership group Soho House and numerous corporate organisations.

  • High-Caliber Events: Featured as the Breathwork Expert for Fearne Cotton’s Happy Place Festival.

  • Media & Publications: Featured on BBC Radio and American TV, and in publications like Psychologies Magazine, The Metro, and Marie Claire.

  • Specialised Experience: Working with corporate giants (like Netflix), Olympians, CEOs, and speaking at events like Soul Ex Science.

 

My Roots & Real Life

 

I’m down to earth and I keep things real. I’ve always been about getting stuck in—for 20-plus years, I’ve managed a small property business, starting with developing properties and then moving into buy-to-lets. It’s kept me grounded in the practical side of business.

I also have a deep commitment to family and community, having served on adoption and fostering panels for 11 years (including as Vice Chair for both Camden and West Sussex Borough Councils). My experience as a mother to adopted twins gives me an unparalleled understanding of resilience and the nervous system.

When I’m not coaching, I’m focused on life’s simple pleasures: walking my dog Dory in nature, riding my bike along the seafront, watching women’s football and all sport, and always putting my vinyls on.

We didn’t have a lot growing up. I remember one summer us not having enough money to buy me shoes!! I chased money once I started working, I loved nice clothes, cars and things, none of which made me truly happy on the inside!

I had bad relationships, a pile of debt, depression, I lost my home and my pride!

But now life is very different, I finally figured out the secret to happiness, contentment and fulfilment. But it’d taken years of personal development, reflection, action and getting real with myself.

I struggled with my identity, but hid this through showing up as confident and being cheeky, but the internal struggle was very different!