Sam Usher — Sauna, Reinvention & Building Steam Works from a Beach in Devon

Adam Walker:I\'m Adam Walker, a biometrics consultant, and this is the Pharma Prescribed Podcast where leaders, innovators, and hidden voices in healthcare open up, no sound bites, no spin, just raw insight, one prescription at a time. In an industry driven by data protocols and pressure, we rarely pause to ask the human question.

Adam Walker:What drives us, what breaks us, and what truths live behind the titles we wear?

Adam Walker:Today I\'m joined by Sam Usher. His career began by accident, a place at the National Youth Theater, sparking a fascination with performance that quickly evolved into choreography, the power of expression through the body.

Adam Walker:Communicating emotion without words. He trained at Ballet Rambert and at the Northern School of Contemporary Dance in Leeds before moving to Brussels to perform while simultaneously creating his own work through his company feed. After 12 years in dance, a planned move to Montreal took an unexpected detour to Devon for the summer where he picked up a camera and never put it down.

Adam Walker:Film replaced the stage leading to his first TV commission, a ski series. Focus not on the spectacle, but on the individuals in preparation behind elite performance. That project took him to Shamini and marked the start of a new direction from mounting kua to open water sailing. Introduced him to live sport, the closest thing to stage adrenaline.

Adam Walker:He built a successful production company that ran for 15 years before the disruption of lockdown, forced another reinvention.

Adam Walker:Chapter three is rooted in wellbeing. Steam works, a community led sauna experience designed around connection, ritual, and reset where Sam and I first met on the beach in South Devon Big Sea.

Adam Walker:Sam, welcome to Prime Prescribed.

Adam Walker:For anyone who\'s not familiar with you, who are you and what is the mission you are on? That\'s quite a technical and intense. First question,

Sam Usher:Adam. I thought it was gonna be a slow start in, but, okay. The mission of STEAM Works is a mission to move away from the world of television, which has changed dramatically over the past 20 years that I\'ve been working in it and moving to a position where I have a business that leaves people feeling happy rejuvenated, importantly I actually also feel well and happy and rejuvenated when people leave the sauna.

Sam Usher:Leave the experience of that small little horse box on a beautiful beach and. Tell me their stories. So in a way it\'s, there\'s akin to, the TV world of my world was that I was telling stories and people\'s stories. It was all around people\'s stories. That\'s what I made my name on. From the sailing world to the skiing world was about black blobs that see black blobs on the mountain.

Sam Usher:And how do you tell the story behind those people? Now I\'m doing it in real life rather than vicariously. I\'m actually doing it in real life. And so that\'s the beauty of the Steam Works mission is to grow a business, which is around the beauty of heat, the beauty of cold, and the understanding of wellbeing.

Adam Walker:That\'s a wonderful way to open the conversation, and I really appreciate you explaining that.

Adam Walker:Sam, what is it about hot and cold that really gets people going because I\'ve experienced it myself, not just in your sauna, but in many saunas in and around where I live. What\'s the magic behind?

Sam Usher:It, feels still like a bit of a mystery, right?

Sam Usher:I know there\'s lots of science behind it, and there\'s lots of science from the Finnish and from the Norwegians and the Scandinavians who use this as part of everyday ritual. One of the stories that I heard around this, and I started the sauna because I love sauna and I love cold water swimming, so I liked the combination.

Sam Usher:Met a friend who had a sauna, he started a successful business, created a business through saunas on beaches. And I copied it was, there was nothing revolutionary about the idea, I just copied. But what has happened has been the transfer of knowledge of reasoning researching what sauna does.

Sam Usher:So your question, what is the magic of heat? One of the doctors told me who comes in regularly that all of Western illness is caused by one common problem, which is inflammation. Whether that\'s true or not, I just use that as an anecdote because that\'s what I\'ve been told by a doctor. I\'m not a doctor in any way.

Sam Usher:I have no medical background, unlike you. So he seems to be the big anti-inflammatory that it dilates. So that\'s what appears to be the kind of key mystery and magic in it is that it helps to reduce inflammation and. Over prolonged periods of time, you know that everyone says you, you should do a consistent two to three times a week.

Sam Usher:And if you do two to three times a week, that inflammation will really start to drop quite dramatically. So that\'s what the magic of it is in one respect, I believe it also triggers heat receptors, heat proteins. Which they\'ve proven to be responsible for refolding and recreating cellular damage. And that cellular damage is created in the brain and throughout the body, and it helps to repair that. Coupled then with the cold water receptors, which does the same thing, but with a different effect. So it seems to be that this cold shock and heat therapy seems to be incredibly magical, even though I don\'t think there\'s much magic in, it\'s just heat. But it\'s very intense heat.

Adam Walker:Yeah. The experience that I\'ve had has been. Very similar to that with regards to, the vasoconstriction, the vasodilation, and the extremes of those touch points.

Adam Walker:And I\'ve also read anecdotally that, it\'s akin to doing exercise for the body because effectively the same processes are stimulated. We sweat, our heart rate is elevated. Everything dilates and gets larger, and then you go into the sea or a cold tub and everything just shuts down. Again, what I\'ve experienced is really quite remarkable and I know it isn\'t always the same for everyone, but there is this thing called the vagal reflex.

Adam Walker:So we have a main vein that runs through our neck called the vagal nerve. And I\'ve been told through my experiences with acupuncture that I\'m a very strong reactor, and I find the same thing happens with me in the sauna. And that is all related to this vagal nerve reflex. I just wanna do more of that because it feels great. Come the end of the hour that I\'ve been in and out of the sauna that say four or five times and into the sea or a cold water at the end of it, I\'m out of body. It feels elevating and certainly opens an aspect of my. Capabilities that I don\'t otherwise have in my normal life.

Sam Usher:You, can see the transformation with people from when they first come around the back of the little horsebox and are a little bit tight and tense about getting change around the back there. And I leave it particularly simple and raw deliberately for that process because they creates this little sense of unease about what have I gotta get undressed here, I\'ve gotta put my clothes in a bucket, it\'s cold already. Gentle. Well, in the winter it\'s been cold.

Sam Usher:And actually after they go in through the sauna and there\'s always the first 10 minutes, there\'s a little bit of unease. There\'s a little bit of confusion as the heat rises. This thing about, does it act like. Mild exercise or not? I don\'t know. I have tried to measure it on my watch a few times and my heart doesn\'t really rise very much anymore.

Sam Usher:I didn\'t, I should have done it at the beginning. But there is a point, as you say, after you\'ve gone out and then come in again and suddenly once you\'ve gone out into the cold and you go, I\'m not cold anymore. The comfort level fits in. There\'s a confidence. It\'s about this is okay, and then gradually you see the face changing color.

Sam Usher:You see the face changing shape and relaxing. People sitting back. You see the awkward chat or the conversation start to be more fluid. I walk in and go, there you go. You\'ve got the sauna high that\'s of course cortisols drop, serotonin and dopamine are rising.

Sam Usher:That\'s the key.

Adam Walker:You\'ve nailed it. You\'ve absolutely nailed it. I\'m fascinated by that experience that you\'ve seen, because there is this desensitization around people, isn\'t it? It\'s a small, enclosed space. Often you\'re with strangers, and yet within an hour you feel like you know those people.

Adam Walker:They share their lives with you, they share their stories, and actually you sat there with very little clothes on in front of strangers and you don\'t care.

Sam Usher:No. And interestingly of course, US in Britain are clothed, whereas the rest of the world are properly naked. I know it\'d be a bit more tricky on a beach of course, because there\'s gonna be other people around, whereas in the sauna building you are enclosed and safe.

Sam Usher:Sarah and I sauna and we\'ve made friends for life. From it as I\'m sure maybe you have particularly the Devon lot. I remember that first time you were in with Marie you are in contact still and see each other all the time, right? It\'s great.

Adam Walker:This is the reason why you and I are having this conversation because for B and I, big Brion C is a very special place. We\'ve been going there for many years and for anyone listening to this podcast. It\'s opposite a causeway in an island, a bit like St. Michael\'s Mount or monan Michelle in France, and the tide goes in and out twice a day.

Adam Walker:It\'s a magical place where you can just lose yourself in the beauty of nature. And then your sauna turned up, Sam, and we were like, wow. This has gone up another notch. And so since we\'ve been going obviously to Big B, C, we\'ve been back to your soreness several times and have connected over that. And ultimately, I think it just provides another ability to unlock something within us that we don\'t have any clue about how it works, how it really does untap potential and.

Adam Walker:Wellbeing in us. And I\'d love to talk about that because you\'ve had a very interesting career, Sam. I\'m fascinated how this came about for you, but also the benefits that you\'ve seen and where you\'ve seen them because you traveled all over the world with your work, with your TV work, and with your dance.

Adam Walker:And how does that sit alongside, some of your more recent experiences?

Sam Usher:I think the dance was the key to travel to begin with. That was an amazing experience. Traveling generally first class and performing opera houses was amazing. The circles keep completing that\'s What\'s interesting. I never expected those circles to complete. So the first one was the dance that was, a serendipitous moment of, we getting into National youth theater because my friend got in and was interested in going, said, why don\'t you come and audition?

Sam Usher:So we both went and we both got in, which was great, and started to do the theater thing. Then from there, I realized actually I wasn\'t a very good actor. But loved the creativity, loved this idea that I, step away from my parents\' business of engineering and very straight, very confined world.

Sam Usher:In fact, my dad\'s incredibly creative, but was a traditional, working man and created a good business, but I was very opposite to that and wanted to be opposite to that. So the dancing was amazing because it allowed me to be fully in the body and the choreography and the expression of. Words, the expression of emotion without words was something that I thought was amazing and you look at all the beautiful ballets and the beautiful works that have been created and some of the political works that have been created by, the Christopher Bruces and the Richard Olstens and, those amazing choreographers, even some of the earlier ones, just beautiful. I was so inspired by that. So the Belgium thing was amazing. The culture of dance and art in, Brussels when I was there was truly phenomenal because there was this feeling that from the external world, Belgium, Brussels was the most boring city in the world.

Sam Usher:Actually It\'s not, it has an incredible influx of stare every year. Apprenticeships, trainees who come to work in the European Commission from all over the world. Then to counteract that political position, there\'s an artistic position and it\'s funded by both the Flemish and the French government.

Sam Usher:We were all on the unemployment system, so working at a very high level company, we were all funded on the unemployment system. You\'re given the status of an artist and that allowed us to remain in Belgium to create work. So when we stopped touring, then there\'d be a couple of months or three months off and then we were always invited into any other studio to create work.

Sam Usher:So there was this kind of proliferation of. People from all over the world who\'d come together. And I ran my little company feed I would go to have an audition and I\'d get 70 people turn up for this audition. And they were all able to work for me for free because we were already on the unemployment system. With the status of an artist. And we were allowed to explore work and we had painters and. Plastic artists and musicians and, set designers and lighting designers and choreographers and dancers and actors, and we could blend this incredible world into this performance world.

Sam Usher:So that was amazing. And then you\'d interact with the STAs and the political system, and it was a very vibrant place to work. So that was super cool. And look, it ended it, it got to a point when all my friends left, I played in a band. The band left, we all broke up and I decided to move off to somewhere else.

Sam Usher:So bridging quickly to the TV thing, forgetting the skiing bit. After the skiing thing, I was asked to work in the sailing world and got introduced to the head of the America\'s Cup tv, this guy who was directing the America\'s Cup and he got me into his live gallery and I suddenly connected that being on stage.

Sam Usher:Being in TV could be the same thing. I could connect to live. So we are going live in 3, 2, 1, live and so all about the preparation, all about the storytelling in advance and suddenly you are live. So that circular career that link was. Pretty easy to understand for anybody, I think.

Sam Usher:Then leaping ahead again, forgetting the company, I created the link back to this wellness thing. Now it all started partly because I love sauna, but also because I wanted something healthy again, and to be in control of what I\'m doing, rather than now being a freelancer in a world which is getting worse and to be in the body again.

Sam Usher:We are lucky to love to have a gym here. And every morning I go into the gym for half an hour, 20 minutes, half an hour. And I do a routine, which is still in a way, balletic based, ballet based. It\'s about waking up the fascia. It is about training emotionally as well as physically.

Sam Usher:And I do this routine every day, which is about balance and being off balance. And that links directly to the health and wellbeing of being back in the sauna. So I go from here to the sauna to work and to help, and I\'m no expert, but hopefully. Bring, as you said, a little bit of an additional experience to one of the most beautiful beaches in South Devon, and it is iconic and it has been said that people who stay in the Bur Island Hotel, it\'s a hundred percent experience until they come to the sauna and then it goes up to a 200.

Sam Usher:Percent experience.

Sam Usher:So it\'s fascinating to see that, but it\'s a hard sell, right? A lot of people are very skeptical about it, we are making it sound like it\'s easy. It\'s not an easy sell. This, it\'s not an easy build. This business, I\'ve been surprised by how long it is taking and has taken for me to get to the point.

Sam Usher:I still haven\'t earned any money out of it as yet. It needs to get to that point where it can hurt money.

Adam Walker:Yeah. And I think ultimately. Every business needs to turn a profit, and I\'m confident that you will at the right point. I think the challenge that you experience, and you will know this better than I is the passing trade and the seasonality of that in and around, particularly parts of South Devon, which can for months be very quiet and you rely on locals.

Adam Walker:Yeah. Where I live in Sussex, we\'ve got three or four local sauna under the same umbrella. That have a lot of passing trade. We\'re right by the sea and people have built it into their normal Yeah, everyday lifestyle, including myself. So I think there is that challenge to overcome, but nevertheless, the more we talk about the opportunity for personal growth and unlocking that something within, I think the more likely it is to happen.

Adam Walker:And. Before we hit record, we mentioned about in Finland, the fact is in country like Finland where sauna pretty much is the norm. There\'s over 3 million saunas for just over 5 million people. That\'s incredible. I\'m not saying that we\'re quite there with the UK yet and it\'s a long way coming, but nevertheless, there are particular times of the year when it definitely lends itself more than.

Sam Usher:mean, interestingly, about. Three months ago, I started to send out feedback forms to people to, try and build a community.

Sam Usher:So build the WhatsApp group that you are part of. And also to find out what people\'s experiences was of the sauna and how they found out about us. So originally. It was something like about 70% found us through an online Google search. Now I\'m just looking at the stats here, there is 31.9% found us through Google, 27.7%.

Sam Usher:Find us through. Word of mouth and 25.5% found us through walking past. Now there\'s a few other bits, others and instagrammy things, but effectively that shift has happened now to being about word of mouth, I think that\'s key in terms of telling the story of this sauna and how we make it work.

Sam Usher:As you say, there\'s lots of choices around here. Now is there are more and more choices. More and more saunas and more and more people beginning to believe in it. But still, we haven\'t quite reached saturation yet, I don\'t think.

Adam Walker:That\'s really interesting to hear.

Adam Walker:And I happen to know when we spoke, you were talking about expanding the opportunity.

Adam Walker:Now, this first sauna that you built with your own hands out of a horsebox. Scalability is the challenge, is it not? And maybe spreading the reach a little bit further around and outside of. And beyond South Devon.

Sam Usher:That\'s the aim. The aim is to build a second one, but my view is I have to get a second spot secured, second Beach secured first.

Sam Usher:I\'m actually waiting for emails from South Hams District Council we are in a long discussion around putting another one in Sul or, being able to operate from Sul South Sands. And I think to begin with, what I\'ll do is I will just be using the same sauna and. Go back and forth between the only thing I have to do is probably buy a tractor to get it on the beach at south sounds off the beach more importantly because the tide comes in even more quickly and the beach is much smaller than big Bri and the causeway, so it can be pretty treacherous.

Adam Walker:that, that sounds like a fairly heavy investment. So you\'re gonna need to get quite a lot of footfall. And a place like SCOM is definitely going to be where those with a little bit more of the dollar are gonna be happy to spend. And maybe you can push the prices up a little bit more.

Adam Walker:Faster turnover. I don\'t know. Have you given some thought to that?

Sam Usher:I have thought about it. Look, a tractor\'s not expensive. It\'ll be a, small tractor, it\'s a 35 horsepower, 30 35 horsepower tractor. They\'re very small. It is big enough to get it off the beach.

Sam Usher:And interestingly, the pricing is tricky with, particularly in mine so the permanent ones that we have around here the ones up. Mother come at Dartington. The other one up at the top of the lane at Bantham are able to operate because their permanens are not tidal, not on a tidal beach.

Sam Usher:They\'re able to operate for sort of nine to 10 hours a day, whereas I only have a limited range really, because A, I can\'t have people, I don\'t believe in the C when it\'s dark. And also I have ties to consider, so getting the sauna on and off every day is very much about the tides. So I have to be quite careful, so I have less time with less people.

Sam Usher:So it is harder to make money. I\'ve thought about should I put the prices up? But actually I\'ve gotta be comparable to the others. So if they\'re 15 and I\'m 20, what are people gonna do? It\'s 25% more expensive, or actually 33% more expensive, so therefore they\'re gonna go to the other one.

Sam Usher:Probably, it\'s harder to get people in. Yeah, it\'s a tricky, little business.

Adam Walker:How are you balancing that with all your other activities? \'cause I\'m aware that you\'re still filming and you\'re traveling with your work. At what point will this become the major? Center of your attention?

Sam Usher:dunno. I really dunno. I\'m hoping sooner rather than later, but you\'ve just seen that, we\'ve just offered a set of new memberships on the website. I dunno what your view is on those. It\'d be interesting to hear your views on whether they\'re good or they\'re bad.

Sam Usher:I\'m hoping to feedback on all of the things that we do because, I want to build a community that wants to come to this one. Because it\'s not located in a field and you get into a tub of other people\'s business. But you can go and use the beautiful ocean as your cold receptor basin to chill the body and to, use that as the, wilds are more attractive to me than a cold, old whiskey barrel that\'s, now full

Adam Walker:of fluid.

Adam Walker:That\'s my preference, definitely is to be in the sea to have the experience of the wild. And if it weren\'t five plus hours away from my home, I\'d be using it a lot more regularly. Evidently at the moment we travel to South Devon maybe three or four times a year. Ultimately, it may be a lot more than that and who knows what the future is for us.

Adam Walker:But I think more importantly, that local community. And building up will come with time for you and the people of South Devon. You are a great human being to connect with as well, Sam, and I think that is also at the nub of the essence behind Steam Works is really you, your personality, your enthusiasm, and your energy.

Adam Walker:Which is so clear to anyone who meets you and comes into contact with you. You have something, I dunno what it is, but you have it. If you can bottle that and put it into your son and other people around, whom supporting you, I think that is really going to be the secret source perhaps.

Adam Walker:But it\'s all about scalability ultimately, isn\'t it? And it\'s about making it a profitable business.

Sam Usher:Yeah, it has to, it has to be, and I think it can be I\'m surprised how long it\'s taken. I wanted to be, in a different position now than I am in terms of the amount of money that we\'ve received.

Sam Usher:The amount of money we\'ve spent. I\'ve just been doing the accounts. They\'re not bad, but it could be better. Of course, I haven\'t taken any money out yet, so it\'d be a lot worse if I took some money out.

Sam Usher:But that, is the opportunity now

Sam Usher:I think we\'ve built something, Sarah and I that has a consistency, has a base. We\'ve proven that we can do it, and we now will start looking for some investment money to go out and grow the opportunity both in Sul and potentially in Plymouth, which is the next one that we\'re discussing. I\'ve just been writing a document about. What that looks like as a share value as the kind of value in the business, pre and post money valuation. So actually looking at it as a proper business now, can I find someone who\'s prepared to put in 30 grand but actually commit to being part of the business like I am who wants to grow the business and wants to be part of something that could be.

Sam Usher:The economics aren\'t difficult right now. If I\'m open every day in full, it\'s six to 800 pounds a day, those metrics aren\'t difficult, right? If you can get three of those. Four of those a week, and you\'re full for four days a week and you can be doing somewhere between three and four grand. A weekend. You can be doing eight to 12 grand a month, then that soon becomes 120,000 to 150,000 pounds a year. Out of a relatively small setup cost. So it\'s potentially the potential\'s definitely there. And I suppose you put a bigger one in, then you can be doing more like a, a thousand to 1200 a day or 1500 a day, and you do that for five, six days a week.

Sam Usher:Suddenly it\'s a proper business, right? It becomes a nearly a half million to a million pound business, which is the opportunity in it. But it just takes time and effort to grow that. So that\'s the biggest challenge now, is to find a way that I can do that.

Sam Usher:Take investment, get investors, get people to help with that. One of those things for me is also around social prescribing, is to make it something that is not just a profitability, but it\'s also about. The value that is brought in it. I remember when I bought and sold businesses before through the TV thing, one of my investors was very like, it\'s all around profit.

Sam Usher:And I\'m going, the profitability of a business isn\'t just about the cash, it\'s about the people and the success within that and the legacy. You are leaving and I believe that. If we create the right experience. In my little obox as Andrew who helped me build it, refers to it in the little obox.

Sam Usher:Then we have a business that is based in truth and honesty and wellbeing. Creating something that\'s really, truly honest for people.

Adam Walker:I guess the question then, also. It comes back to whether people want to invest in themselves because you talked about social prescribing, and I am aware that there are thoughts in and around healthcare services in supporting people with their mental and physical wellbeing into these realms.

Adam Walker:But ultimately, this comes down to people\'s pockets, doesn\'t it? How much are they willing to invest in themselves? So if it\'s once a week, if it. Couple of times a week. Let\'s say it\'s two or three times a month. I think that\'s probably quite realistic for people who have unlocked the opportunity and identified the benefits for themselves.

Adam Walker:It then becomes about marketing and spreading the reach and spreading the word, as you say. And social media clearly today is probably a very good way of doing that, isn\'t it?

Sam Usher:It seems to be, I still don\'t like social media. I still don\'t like how it operates and why we have to use it.

Sam Usher:I know we do and Sarah does a beautiful job of creating beautiful images around the sauna. I like it to shift to that word of mouth properly, if possible, that people believe in it because they hear it from somebody else, and that\'s. A better truth than the fakeness of Instagram and we can make anything look good, right?

Sam Usher:It does everything look good on Instagram, but it\'s having that word of mouth. Someone like you, someone like B. The morrises who come down all the time, the, Colemans who come in all the time, the, regulars who love this little sauna. What you don\'t know is who someone is when they\'re in their swimming shorts or their bikini.

Sam Usher:You don\'t know who that person is that, I\'ve found out subsequently that some people are incredibly, CFOs, CEOs of huge organizations, and. Both men and women have got particularly powerful roles and, writers of magazines have come in and, you just don\'t know who those people are, it is fascinating to meet people from all walks of life at all times in that sauna.

Sam Usher:That\'s what\'s surprising and beautiful I think.

Adam Walker:We come back to that first point, which is you and I connected around this incredible magic on the South Devon Seas. And we will continue to come back. And more importantly, I wanted to give you the opportunity to share your story, but also just. The energy with which you\'ve set up this business and to give you that platform.

Adam Walker:So at this time in the conversation, Sam, I always like to finish with a quick fire round, and I wonder what is the one piece of advice you would give to your younger self?

Sam Usher:Wow. That\'s an interesting one, isn\'t it?

Adam Walker:You are talking to someone who\'s working in the clinical and drug delivery system.

Adam Walker:Industry.

Sam Usher:I never used to regret anything. What I\'ve done is what I\'ve done with my decisions. I now look back and think there\'s a few decisions I would\'ve made that I think I, should have listened to more clearly.

Sam Usher:So maybe listening more clearly would be one of those, listening to myself more clearly.

Adam Walker:Okay. What are the top three qualities you value most in others when building a team?

Sam Usher:So I often start with the opposite way of which is ego. I find that when ego starts to really play its Trump card, I find that is the behest of a team.

Sam Usher:So I like to find people who are honest and clear, but don\'t have that ego and it\'s hard to find. It\'s a really hard thing to find that. Non-ego based, for me is really key, humble humility, those kind of words. I think you learn more and are better as a creative or as a, an operative if less ego driven.

Adam Walker:Definitely. I would absolutely concur with that. What is your favorite thing outside of work? Whatever you call work, by the way.

Sam Usher:For me, the water, right? So anything. I\'m gonna go, now, I\'m gonna go kite surfing after this. So kite surfing, foiling, kite, foiling, skiing, there\'s the places where you can really lose yourself.

Adam Walker:Wonderful. And finally, what is your number one golden rule in life and in business?

Sam Usher:That\'s a tricky one, right? What is my golden rule? My golden rule. I think it\'s, always been about blue sky thinking. If you dream big and act with honesty, with a blue sky vision, the money will follow.

Sam Usher:So I don\'t chase money. I chase doing the right thing in the right way, and hopefully. At some point the money will follow. \'cause it\'s been a disastrous financial year for me this year. And for Sarah, \'cause we\'ve put everything into this and haven\'t taken much out. So the other things have all fallen by the wayside a little bit.

Sam Usher:So that\'s what I believe. So that\'s what we like bed or wake at night going. It\'s blue sky thinking. It will deliver at some point a proper way for us to make a living outta this.

Adam Walker:I love that and that really does resonate and it would be remiss of me not to mention that my dear father got rest his soul on our garage wall.

Adam Walker:He had dobbed think big in paint. He always thought big and he was very big on blue sky thinking. And I would always say that, as I\'ve said to you, I think in person, you know what you put out in the universe is what comes back to you. I think you are living proof of that, and I do believe that with good intention, things come to you.

Adam Walker:That\'s what I believe. That\'s the principles I live to also. It absolutely resonates with me so loudly.

Sam Usher:So when will we see you back again in Devon? When? When\'s your next trip back

Adam Walker:I know when our next booking is. Our next booking is at the end of April. But I have a sense that we might be back before then, so maybe sometime mid to end of February, I hope.

Adam Walker:This has been a wonderful conversation, Sam, and. I feel like we\'ve only just unlocked a fraction of what\'s inside. We\'ve talked about your background in television and the fascinating experiences that you had in and around ballet, dance, and performance, and I think for any one of our audience listening today, I hope they\'ve taken away some of the very.

Adam Walker:Clear positives around use of sauna, fresh air, nature, the blue sky, and whether or not these are anecdotal stories that we\'re telling or our truth, I would love to recommend those people to come to your sauna on Big B Sea. Steam works and enjoy the experiences that we have both had on that lovely beach.

Adam Walker:What\'s the best way for anyone of our audience or listeners who want to get in contact with you, what\'s the best way to make contact with you, Sam?

Sam Usher:The website, there\'s, the website is ThemeWorks saunas.co.uk. On, there\'s my phone number and an email and anyone can call or phone. And of course, any one of your listeners wants to come then I should be able to pass a discount code on.

Sam Usher:I don\'t quite know how I do that, but Sarah will be able to help me with that. And so they can get a 10% off of sauna. So if they wanna come down, then you know, please come and have a sauna, or you can just donate to the sauna fund.

Adam Walker:I think that\'s perfect. Sam. As I say, it\'s been an absolute delight to welcome you to Pharma Prescribed today.

Adam Walker:I look forward to continuing the conversation with you and I look forward to many more saunas and sharing the experience with you. Sam, thank you so much. You and

Sam Usher:B, have been an absolute joy coming in. I love you coming in. So that\'s been in our trunks again soon and run in and outta that sea in the little o op box.

Adam Walker:I can\'t wait. All the robust.

Sam Usher:Thank you so much, sir. Care. Thank you so much mate. Thank you.