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Sam Roach



Sam is a lifelong automotive enthusiast who has dedicated his career to the Motor Industry and Motorsport worlds. Starting his career initially as an automotive engineer, he then gained a depth of commercial expertise in the industry's sales and marketing side for some of the biggest names in the industry. Throughout this time, his personal passion for all things motorsport has driven him to become a well-regarded motorsport professional.


Since 2001, Sam became owner and Managing Director of RacingLine Ltd, overseeing the delivery of our Performance Parts, Motorsports and Events divisions.


Sam started his career as a Sponsored Undergraduate Engineer with Ford Motor Company aged 18. He completing a Mechanical Engineering (Vehicle Specialism) degree, earning a 1st class honours classification. This study included 4 months of study in Hamburg, Germany, which added German to Sam's French and Spanish language skills.  

Sam Roach Racingline


As you'd expect, Sam's life passion has been around cars, driving and motorsport. 


It all started early. Aged 15 he became the BP ‘Young Driver of the Year’, then moved into competitive motorsport one week after passing his driving test.


For ten years, alongside his career, he competed in circuit racing formulae, from Formula Ford to Mini, Ford and Volkswagen saloon series with much success.  In fact, he won the last race he ever competed in, in a Vento VR6 in an early Volkswagen Racing Cup Cup event.

He also contested the British Rally Championship in a Volkswagen UK-backed Polo GpN throughout 2000.

sam roach racingline volkswagen racing vwr


After graduating, Sam moved away from engineering into Ford of Europe’s Sales and Marketing function. To support this change of discipline, he completed a Marketing Diploma at Columbia University, New York.

Sam then moved to Volkswagen UK in the role of Fleet Marketing Manager, before acquiring Volkswagen Motorsport UK Ltd in 2001, renaming to RacingLine Ltd.

Ever since, under the RacingLine banner, Sam has bought this blend of commercial, engineering and motorsport experiences together to support the three companies in the RacingLine Group.


Upon forming RacingLine, Sam made the decision to retire from competitive driving. But he never misses the chance to put his helmet back on and take the wheel when possible during sponsor and corporate events and for track testing of our Performance range.


Most recently, Sam was part of a three-man team who claimed a World Record with Volkswagen AG for the shortest time to cover the infamous 'Cape to Cape' journey - covering the 18,000km from South Africa to the northern tip of Norway in a world-beating, non-stop 9 days, 5 hours.


Outside Sam's busy work life, he enjoys spending time with his family and friends at home in St Albans, UK.

Holiday time time to include skiing, sailing and as much travelling to new parts of the world as possible.

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