Sam Goatlifters – real name Sam McCarthy – is a UK-based fitness creator and entrepreneur who built his reputation online through gym content, transformation posts, and launching the Goat Gummies sweet brand.
Born on November 27, 2001, he’s currently 24 years old and has achieved a huge amount in his short life so far!
Sam’s journey began around 5 years ago
Sam’s dad sadly passed away around 5 years ago – and this signified the start of his journey.
During the grieving process, he turned to food for comfort and ended up tipping the scales at more than 100kg.
Eventually, he realised he needed to take better care of himself and started sharing his weight-loss journey and healthier lifestyle online.
And he’s now passing on those skills to others.
He’s a personal trainer and coach
Sam Goatlifters now runs a personal training, coaching, and programming business under the Goatlifters brand.
He focuses on providing 1‑on‑1 online coaching to clients who want structured guidance for their training and fitness goals.
Rather than offering generic workout programs, Sam emphasises personalised plans tailored to each individual’s needs, including workout routines and nutrition guidance.
There’s one client who everyone loves
Take a quick look at Sam Goatlifters’ Instagram feed and you won’t have to scroll far to find a video of him with Daud, a client who has captured not only Sam’s heart but also those of his followers.
Sam first met Daud when he weighed almost 220kg, and since then, the two of them have been on a journey together to help Daud get fitter and healthier.
Sam regularly shares hilarious videos of himself coaching Daud, and it’s clear that the two share a very special bond.
Sam Goatlifters achieved a long-held dream late last year
Sam became an official Gymshark ambassador in November 2025, achieving a dream he’d had since he first discovered resistance training as a young teenager.
He owns a sweet brand
Self-confessed sweet-lover Sam Goatlifters launched a confectionery brand in 2025 with his brother Jack McCarthy.
During his healthy lifestyle transformation, Sam tried to eat a balanced diet, losing weight while still permitting himself his favourite treats.
However, he struggled to curb his love for sweets and couldn’t find a healthy, low-calorie alternative that would satisfy his day-to-day cravings.
So, following in his dad’s entrepreneurial footsteps – who was also a business owner – Sam teamed up with Jack to create Goat Gummies.
The first-ever drop of their Mega Mango sweets sold out in just a few short months.
