Listen to Noomii's interview with Sam Penny

About Me

I'm Sam Penny — a business coach with 25+ years of experience building, buying, scaling, and selling businesses. I’ve been in the trenches, from launching startups to exiting multi-million dollar companies. Today, I work with business owners and investors who want to grow their business strategically, prepare for sale, or confidently acquire their next venture.

What sets me apart is the combination of real-world experience and sharp strategy. I’ve built owner-independent businesses, increased valuation through systemisation, and helped clients navigate complex exits. I know what buyers look for — and what makes them walk away.

My coaching is hands-on, focused, and tailored. I guide business owners through improving key valuation drivers, building leadership capacity, and removing bottlenecks that slow growth. For buyers, I help assess fit, price risk, conduct due diligence, and structure deals that work long-term.

Beyond business, I’ve pushed my limits in other arenas too — I swam the English Channel (and attempted it in winter), completed an Ice Mile in 3.9°C water, and understand what it means to commit fully to a goal. That same mindset underpins how I coach. I help clients build businesses that are not only profitable but sustainable, scalable, and ready for their next chapter.

If you're ready to grow, sell, or acquire with clarity and confidence — let’s talk.