Sam Roots

Sam Roots is a Principal Consultant specializing in Product and Service Strategy, with a focus on turning complex ideas into usable, scalable outcomes. Previously, they worked as a Design Strategy Consultant at Upstart, where they integrated emerging technologies into clinical pathways for a top global pharmaceutical company. Sam held the role of Research Associate at Imperial College London, co-authoring the Ritual Design Toolkit and engaging in impactful design research. Their experience includes leadership roles at PA Consulting, where they spearheaded product and service initiatives, and they co-founded a biotechnology startup aimed at improving food security. Sam holds multiple degrees, including an MSc and MA in Innovation Design Engineering from Imperial College London and the Royal College of Art, and a Master's in Engineering from the University of Oxford.