Sam Rosser

Performance coach and sports therapist

My story
- a ‘life’ coaching

A coaching career, now 24 years in the making and one that has taken on many forms, via many locations, (the UK, Australia, New Zealand and now Sweden). Lots of different roles, in the gym, on the football and rugby field, in the treatment room, in the corporate world and in men’s health.

But whilst those roles have all carried different responsibilities, they are all underpinned by the same philosophy - ‘getting the best out of people’.

Whether that’s working with young athletes, creating office based wellness programmes, writing rehab programmes or getting middle aged men fit and healthy again, I believe strongly in connecting people and creating impactful experiences for everyone I work with.

Today, my work spans a variety of projects that keep me inspired and evolving as a coach. I am the Head of Physical Performance at Boo FF in Stockholm, where I guide both young and senior footballers through their physical development, I design tailored corporate wellness programmes, and co-manage Back in the Game—a health and fitness community for middle-aged men. Alongside this, I run a small sports massage and rehab clinic from my home in Värmdö and support a select group of remote clients with fitness, health and nutrition coaching.

Experiences & Qualifications

  • My various roles have included;

    • Founded the Health Prism wellness company

    • Co-founded Back in the Game

    • Head of athletic performance at Team Wellington FC, NZ

    • Lead strength & conditioning coach, men’s 7’s, Swedish rugby

    • Head of athletic performance, Stockholm Exiles RFC

    • Head of athletic development, Nacka FC

    • Health of athletic development, Boo FF

    My achievements include;

    • 6 x SM Guld, rugby - Swedish champions

    • European rugby challenge winners, Swedish rugby 7s

    • Over 24 years experience in coaching, sport, strength & conditioning and health and fitness entrepreneurship

    • NASM Performance enhancement specialist (PES)

    • NASM Corrective exercise specialist (CES)

    • Diploma in Sports massage therapy (VTCT)

    • Bachelor’s degree in sport and coaching (Exeter, UK)

    • Body type nutrition academy graduate

Current Projects

Young Athlete Development

Growing athletes face unique challenges that require a thoughtful, age-appropriate approach.

Our programmes are designed to build strong movement foundations, support healthy (injury-free) development, and improve both performance and confidence—on and off the field.

It’s not about guaranteeing elite success, but helping young people reach their athletic potential, whilst developing skills and habits for life.

I work with teams, individuals and other coaches working within youth sport, as well young, new gym-goers who want to learn train correctly.

➔ Read about our programmes here

Sports Therapy & Rehab

Sports and deep tissue massage supports muscle recovery, mobility, and healthy muscle tissue.

It’s perfect for those looking to feel good, maintain healthy joints and posture, as well as athletes who want to integrate recovery into their training routine. And for those recovering from injury, I offer strength and rehab programmes to complement the massage therapy.

Sessions are available at my home clinic in Hemmesta, Värmdö.

➔ Read more and book a treatment here

Performance Coaching

1:1 coaching is an investment in yourself. I create bespoke programmes tailored to your goals, lifestyle and schedule.

Focusing on all areas of your physical health and nutrition, your programme will empower you to perform in all areas of your life. You’ll also receive the ongoing support and accountability you need to get the work done within the framework of a busy life.

Programmes are via our mobile app but can also include in-person work in Stockholm.

I work with individuals and small groups.

➔ Read more about 1:1 Performance Coaching

Back in the Game

BITG is a supportive community for men’s health, founded in 2014, dedicated to helping middle-aged men improve their fitness and overall well-being.

Through our bespoke training app, members gain access to home training solutions, practical nutrition advice, regular challenges, and progress tracking—empowering them to get ‘fit for what matters.’ We foster connections with like-minded individuals, both online and through in-person training groups in the UK and Sweden, along with our annual events. Join us and be part of the BITG community.

➔ Visit BITG

The Health Prism

At The Health Prism, a Stockholm-based company, we focus on helping your team lift energy levels, boost immune health, enhance mental clarity, reduce stress, and improve physical health.

But more than just improving individual health, we aim to foster a culture of well-being within your organisation. Through our programmes, your team will build stronger connections, support one another, and work towards long-term, sustainable health. We create in-house health programmes, offer a fully online service, as well as hosting health related events and kick-offs.

➔ Visit The Health Prism