‘The most useful skill you can have as a leader is understanding human behaviour’

For the past 18 years Sam Norton (Founder & CEO of Fluid Intelligence) has worked with world experts to develop a deep understanding of human behaviour science, and to simplify and apply these complex learnings into his private coaching and broader business leadership training to help individuals’ be their best.

Sam’s exemplary academic credentials, coupled with his personal achievements as an international elite athlete (see summarised CV below), make him uniquely qualified to optimise the skills and potential of others. Sam has felt the same pressures, made the same tough decisions, overcome the same challenges as the corporate leaders and high performance sports people he now supports will inevitably face.

Sam has extensive experience in designing custom leadership solutions for Boards, C-suite and Senior Executives, High Potentials, mid-level and first-time managers and top performing athletes. He views every coaching engagement as a true partnership and provides a safe, confidential, and deep level of support when leaders and sports people need it most.

When he’s not working with clients or speaking on stage, Sam is spending time having adventures with his beautiful wife and two children and energising his mind and body through fitness and travel.

Sam Norton is one of Australia’s top Executive Coaches

Since establishing Fluid Intelligence in 2009:

  • Sam has conducted over 17,000 coaching and consulting sessions to CEO’s, Business Leaders, Executives, Fast growth Entrepreneurs and Emerging Leaders.
  • Delivered more than 400 presentations to audiences of up to 1000 people in Australia and Internationally on Human Behaviour Science, Leadership Development, Strategic Direction, High Performing Teams, Culture Transformation, Emotional Intelligence, Performance Mastery, Coaching Teams and Human Analytics
  • Worked within a diverse number of industries including manufacturing, technology, aeronautical, insurance, medical, construction, engineering, retail and finance.

Sam Norton's Curriculum Vitae

Academic Achievements
Bachelor’s Degree in Human Movement Science2000 - 2005
Mindset and Performance Coach2000 - 2023
PI Certified Talent Optimisation Consultant2017 - 2023
*Certified Demartini Method Facilitator2006 - 2023
Executive Strategy Coach – M.P.L2006 - 2023
Leadership and Management Certification2017 - 2023
NLP Training2007 - 2023
Certified Values Determination 2012 - 2023
Elite Athlete Performance

Sam was an Elite Athlete in Slalom Canoeing for over 10 years competing Internationally at a world class level. Highlights include:

  • Competed for the Australian on the Shadow Olympic Team to qualify the spot in the 2004 Olympics
  • Multiple Australian Champion in Men’s Slalom K1 and Rafting
  • International Best of the Best White Water Rafting Champion, China 2012
  • Multiple Australian Team Members competing at the World and World Cup Championships
Client Partnerships

World Vision, Uber, Australian Super, Velocity, Virgin, ALG, Arrow Energy, Kalido, Salesforce, Duncan Solutions, Nestle, Platform1, Adobe, Service now, Maverick Biosciences Jurlique, Richmond Tigers and Wallabies

Sports Coaching Experience

Coaching Athletes in multi disciplines at state, national and international Level for over 20 years
Preparing and coaching athletes for the 2008 Beijing Olympic Games
Preparing and coaching athletes for the 2012 London Olympic Games
Preparing and coaching athletes at the 2016 Rio Paralympics
Consulting (Motivational Science) to the Richmond Tigers (AFL) and Wallabies