Hi, I'm Sam.
I've built online training for over 20 years. I started in 2005 and spent my first ten years in financial services, trying to make compliance training effective and experimenting with social learning and gamification.
In the early 2010s I led some of the first MOOCs with my friend Martin Couzins. Together we set up Credible You Ltd, and after working in some e-learning start-ups I created Transform e-learning in 2016.
Since then I've designed courses for charities, healthcare teams, the military, coaches and sports bodies, from single-person start-ups to GSK, Girlguiding and the BBC.
Early on, I made a classic mistake. I thought the most important job was to include everything the subject matter experts said a course needed. Then I discovered design thinking. It taught me to put the learner at the centre of everything we do, and that approach has guided my work ever since.
I started CourseBuzz in 2022. By then almost all my work was with LearnWorlds start-ups, and when LearnWorlds invited us into its Experts programme, it made sense to give that side of the business its own name. Today most of our work is building and growing academies on the platform.
CourseBuzz is a small studio. Associates help with things like video and animation, but when you work with us, you work with me.
