Sam was born in Huyton and is married to actress and former glamour model Linda Lusardi. He has appeared in many British Soaps, including, Coronation Street and Emmerdale but is most well know for his portrayal of Peter Phelan in Channel 4's Brookside from 1995-1999.

Sam is taking on the role of Ricky, a good-looking guy in his mid-thirties. Loads of charm and charisma, the wannabes are in awe of him. He has a huge ego and is a power-freak who can turn nasty when crossed. He owns the format, the show, the record company, and he loves being in the spotlight. He has secretly been sleeping with two of the finalists and manipulates the contest to get the winner he wants!