Understand
Start with the actual problem, the evidence and the resources already available.
About Theyers Group
A New Zealand mindset A practical approach to growth
Founded in the UK by New Zealander Sam Theyers, Theyers Group helps founder-led businesses around the world across health, fitness, wellbeing, performance, rehabilitation and adjacent technology markets turn commercial priorities into practical action.
Our approach
International experience, applied practically
Theyers Group combines international commercial experience with a resourceful approach to getting useful work done.
Its work is designed for founders and leadership teams that need clearer priorities, stronger commercial systems and practical support with execution.
Understand the problem. Use the available resources intelligently. Build a workable route forward.
Sam Theyers
Experience across the industry Perspective from both sides
Theyers Group draws on more than 26 years of Sam's international experience across the fitness and wellbeing sector. He has held senior executive roles on both the operator and supplier sides, working with hundreds of businesses and organisations through employment, independent consultancy and commercial relationships.
That experience spans gym operators, equipment and product suppliers, distributors and sports teams. It brings a practical understanding of how products reach the market, how buying decisions are made and what businesses need to grow.
Today, Sam brings that perspective to Theyers Group, helping founders turn commercial priorities into practical action.
The No. 8 wire mentality
Resourcefulness applied to business
In New Zealand, No. 8 wire became known for its usefulness far beyond the farm fence. From those practical beginnings came an enduring expression: the No. 8 wire mentality.
It means looking at a challenge with resourcefulness, ingenuity and a willingness to act. That philosophy sits at the heart of Theyers Group.
Make it workable
Challenge unnecessary complexity and build a route people can put into practice.
Build on what works
Test assumptions, learn from results and turn useful approaches into lasting capability.
Human judgement, supported by technology
Clear responsibility Better preparation
Our company is being built around the same principle. Human judgement guides the work, supported by AI and modern technology to extend research, preparation and delivery capacity.
Responsibility stays clear, and decisions stay grounded in evidence. For clients, the focus is on the commercial work to be done, who owns it and how progress will be reviewed.
FIND A WAY. MAKE IT WORK. GET ON WITH IT.