Samir Domah

Samir Domah spent over 15 years climbing the ladder in FMCG and data, helping brands win space on Tesco shelves and leading multi-million-pound insight and media portfolios for retailers like Booker, John Lewis and global CPGs. On paper, he had the classic “good job” story: senior roles, a growing team, and industry recognition including a Top 30 Under 40 Loyalty Royalty award and the title of Amazon #1 Best-Selling Author.

Behind the scenes, things looked very different. As a South Asian man raised to value stability and status, he absorbed trauma without language or support: witnessing his mum being mugged at knifepoint as a child, losing his dad at 14, and surviving a violent attack six weeks before his wedding that shattered his jaw. He pushed it all down and kept performing at work, eventually spiralling into severe depression and suicidal thoughts. Years later, in the middle of a toxic role and extreme burnout, he ended up in hospital – and while he was there, he developed meningitis, sitting on the end of the bed asking whether he would keep surviving or finally change his life.

That moment became the catalyst for New Sabre Coaching, where Samir now works with men, Asian communities and professionals who look successful on the outside but feel stuck, numb or close to breaking on the inside. His THRIVE model takes clients from autopilot to intentional living: taking stock of where they really are, harnessing a clear vision for the life they want, rewriting their story, igniting habits, valuing their time and embracing growth.

Samir still consults to brands through New Sabre Consulting, translating data into decisions for product-led businesses, and while his coaching focuses on mental health, career crossroads and legacy, what links it all is a simple through-line: taking people off autopilot and into a business and life that's built on intention rather than obligation.

As a podcast guest, Samir blends lived experience, corporate insight and culturally aware mental-health conversations that help listeners feel seen, challenged and ready to make concrete changes.