Our Founder


Samuel Cheetham-Cleaver

VOKE Founder & Head Concierge

Growing up in challenging circumstances, I became acutely aware from an exceptionally young age of the pressures surrounding money, communication, health, and mental well-being. Despite these early obstacles, one emotion remained constant: hope. I believed in the possibility of a better future and was determined to change my circumstances.

This conviction led me to join the British Army's elite infantry unit, the Parachute Regiment, at the age of 16, marking the beginning of a new chapter in my professional life. With hope still as strong as ever, I made it my mission to become the best professional soldier I could be, forging the high levels of physical and mental robustness esteemed by the Paras. After nine years of dedicated service, I decided to embark on an entrepreneurial journey.

Transitioning into civilian life, I entered the fitness industry and began my career in the Kensington area of London. Driven by hard work, determination, and a deep desire to fulfil my potential, I invested over £100,000 in education over eight years to become the best coach possible. For the past eight years, I have dedicated myself to coaching in health and performance, helping others unlock their potential as I pursued my own.

All of this experience and expertise ultimately led me to VOKE.


Alongside running VOKE, I am a father and a family man, I am well-acquainted with the challenges high performers face in balancing performance and health while fostering a thriving family environment.

As previously mentioned, hope has remained a constant throughout my life. That hope now resides in the knowledge that, as successful professionals, we can positively impact significant societal issues more effectively than many other demographics. My personal big three philanthropic passions are climate change, poverty, and animal welfare.

I also recognise that we cannot pour from an empty cup. To make any significant impact on our causes, we must first support ourselves internally before we can support others. This is where my three biggest passions converge - health, performance, and entrepreneurialism.