Like many, Sam's introduction to the sport began at secondary school, where 10–15 of his mates would share one ball, fighting to take shots in the playground during busy break times. Sam found that he had a natural ability to shoot well and with proper form, motivating him to buy a ball of his own (specifically, a Spalding Charlotte Hornets one) and begin his hoops journey. He would consume basketball in whatever way was possible during the late '90s/early '00s—from classic NBA VHS highlight tapes to weekly catch-up shows on Channel 4 and ITV. He would commit to a 'Pontel' subscription—a company that would send customers videotapes of their favourite teams and key games each month. For Sam, this meant solidifying his commitment to the Charlotte Hornets and a young Baron Davis.

This dedication to the sport translated to his drive to make it to the NBA. With his dad's help, he created space for a basketball hoop in his back garden, complete with a security light that meant he could get shots up in daylight and darkness, morning and evening, before and after school—around 1,000 a day at least. 

Early and significant life events instilled a drive and unwavering focus in Sam. "If you'd have spoken to me back then, I would have said to you with 100% confidence that I was going to the NBA. I would not be told otherwise..."

Sam's obsession had him coaching the younger year groups while playing for his school team, competing for a local league men's team, the South Coast Dreams, and later sending emails to 'College Prospects of America.' He followed their academic advice, studying specific A-Level subjects to ensure he was in the right position to secure a Division One scholarship, if an offer should come. When it became clear he wasn’t close to Division 1 level, he settled for attending a UK university with a basketball team—only to quit six weeks later after discovering there wasn’t a court on campus he could consistently use to stay on track for his NBA dream.

This setback, along with a couple of minor knee issues, had him back in his hometown of Eastbourne for a year. When he wasn't working at a local sports park, he was hooping with his old classmates on Fishermen's Green—more commonly known as the 'Seafront' or 'Beach' Basketball Court. As the name suggests, it's situated in front of a pebble beach and a calm stretch of water that tickles the feet of East Sussex. The high banks of stones protect the courts from the breeze of the English Channel and house the nets and equipment of local fishing businesses. The backboards are weathered from both the harsh coastal conditions on stormy days and the raining field goals shot by fair-weather hoopers on a still, sunny day. The space is generous, providing a setting for Sam to spend long summer days on the exposed gritty concrete before cooling off in the cool, salty water.

While the reality of Sam's fading NBA dreams began to set in, his drive and determination only intensified. He returned to Brunel University and played for the basketball team, but more than just a player, he had a natural drive to promote it—printing 500 posters per game to build one of the district’s biggest fan bases. This drive would foreshadow things to come—he graduated in 2008 and launched his basketball platform, initially named 'Ball Don't Brawl,' a UK basketball news and highlights site, in 2009. In 2010, he renamed the page Hoopsfix. Sam had tunnel vision. Although working full-time, he poured every spare moment into his platform, even choosing his London home within walking distance of the Olympic Park to stay close to Team GB coverage. With a laptop and an internet connection, he helped bring greater visibility to the game, and by 2012, Hoopsfix became his full-time occupation. Where his NBA dreams had been big, his determination to develop the sport in the UK was bigger.

"It still pains me that I wasn't good enough (to play pro). You look back and think, that was a failure, and I was so confident! Even now, I think about some of the things I'm trying to do in basketball and wonder if I'm completely deluded! But it's one of those things where everyone thinks you're crazy until you're successful, right? And then you're a genius. The self-belief, the motivation, the drive is probably one of my favourite qualities about myself. I like that I'm a self-starter, and I'm willing to work for what I want and follow my dreams, as cheesy as that is."