Sam Goodchild Joins Henri-Lloyd as Brand Ambassador

Henri-Lloyd is proud to announce Sam Goodchild as our newest ambassador.

As one of Britain’s most accomplished offshore sailors, Goodchild’s partnership with Henri-Lloyd marks the coming together of shared values: performance, resilience, and a relentless pursuit of excellence.

Born into life at sea, Sam’s story is one of determination and dedication. “I didn’t choose sailing-it chose me,” he reflects. “I grew up on a boat with my family. From before I can remember, sailing was a way of life.”

Today, that way of life has evolved into a world-class career. Sam is the current IMOCA Course de Caps champion and the IMOCA Globe Series Champion 2023, after five consecutive podiums in some of the world’s most demanding offshore races-including the Transat Jacques Vabre and Retour à la Base. His results speak to both his technical mastery and his consistency across multiple disciplines.

In his new role as ambassador, Sam will collaborate closely with Henri-Lloyd CEO Knut Frostad and our Manchester-based product development team, helping to shape the future of performance sailing apparel.

“Henri-Lloyd has a clear aim and ambition to once again become the world’s leading sailing apparel manufacturer,” says Goodchild. “I’m excited to be involved and help shape that journey.”

A Life at Sea, A Voice in Design

Sam’s racing resume spans the full spectrum of modern sailing- from Figaro solo racing and the Volvo Ocean Race to high-speed MOD70 and maxi-trimaran campaigns. Having sailed on everything from Class 40s to foiling IMOCAs, he brings a rare depth of technical knowledge.

“I’ve worn every kind of kit there is, in every kind of condition,” he says. “Whether you’re sitting for hours in icy stillness or grinding through a Southern Ocean storm, kit needs to work without compromise.”

This hands-on insight is exactly what makes Sam such a valuable voice within Henri-Lloyd’s ongoing innovation process.

Earlier this year, Sam tested our new Henri-Lloyd Dynamic range - a waterproof, breathable and lightweight system built for inshore and offshore conditions alike.

“It’s a step-change,” he says. “Apparel used to be bulky and heavy. But this is flexible, high-stretch, and still 100% waterproof. I’m looking forward to working with the product team, using everything I’ve learned across offshore campaigns to help shape the next generation.”

Testing Grounds Ahead

Goodchild’s 2025 calendar offers no shortage of extreme testing environments. This summer alone, he joins Banque Populaire for the Rolex Fastnet Race, Biotherm for The Ocean Race Europe, and will sail double-handed on board MACIF in the Défi Azimut and Transat Café l’Or.

Each race will present new challenges- shifting weather systems, long hours on deck, and rapid transitions between low and high-intensity effort.

“That mix is where good kit matters most,” says Goodchild. “And it’s also the perfect testbed for Henri-Lloyd’s latest developments. I’ll be giving direct feedback to the team this autumn based on real-world use.”

A Shared Mission

At Henri-Lloyd, our mission has always been to equip sailors with kit engineered for performance without compromise. From our 1963 beginnings in Manchester to our latest innovations in recycled, lightweight, stretch fabrics, we continue to push boundaries-on land and at sea.

“I spent over half my life working to be on the start line of the Vendée Globe,” Sam told us in a recent conversation. “Now I want to give back to the sport-to help shape the gear that supports sailors, both professionals and weekend adventurers.”

We’re honoured to welcome Sam Goodchild into the Henri-Lloyd family-an athlete, a craftsman, and a true modern sailor.