Inner Circle - Sam Matthew, Peaks and Pubs
Read on to find out more about the latest addition to our Inner Circle...
Thanks for this, Sam. Where do we start? How about where you're from and what you get up to most days?
I'm Sam, I'm 31, and I'm from Manchester. Lived all over the gaff over the years. from Burnage, to Davyhulme, Stretford, to Chorlton. Currently living in Tyldesley (which no one has ever heard of!). It's the home of bangin' pies, cheap pints, shit takeaways, and we have the guided busway. So my house is worth 10k more than it was a few years ago, Get in.
As for what I get up to, well you'll either find me up a mountain, or down the pub, so the account name pretty much does what it says on the tin. I live for the outdoors, and earning my vices. If I'm not hiking, or running on the trails, or enjoying a cold one, then chances are you'll find me taking pictures of sandwiches. I run the social channels for Manchester's very own Bada Bing. Best butties in town, and the perfect carb load for outdoors adventures.
Your story is a pretty familiar one. Lockdown boredom, bit of self-reflection, the great outdoors etc. But each tale is unique, so tell us how you discovered you really, really like hiking?
Yep, the age old tale. We're so predictable aren't we!?
I'm very much an all-or-nothing person, and when I'm into something it becomes my entire personality. For years, that was drinking culture, in all forms; necking pints, away days, my entire weekends revolving around chasing the next pub. But in my mid 20s I wanted to start doing more with not only my weekends, but my time, and my whole life. I swapped a few hungover weekends for weekends outdoors. What started as a steady stumble around a reservoir slowly became bigger mountains, and bigger challenges.
I couldn't get enough of how it made me feel- before, during, after. Not something you get from the weekend piss ups. Mine and my Mrs' first big multi day hiking trip was the NC500, and that changed my outlook on everything. And from then onwards, I've just constantly wanted to see what we have right here on our doorstep. And then eventually led me to exploring European landscapes, and beyond. 
Oh, it play a huge role! I always ellude to the fact that the North of England is the perfect hub for the outdoors. I can get to the Peaks and the Yorkshire Dales in under an hour, the Lakes in little over and hour, and Snowdonia in 90 minutes or so. It's not lost on me how lucky I am to be from this part of the country. I've met so many people from different outdoors communities, and most tend to have to travel a lot more than I do. It played a massive part in how I managed to do this along side my full time job for the first year. I was absolutely pumping out content, and brands couldn't believe I had a 9-5. Managed to go full time with content creation this year, and it's been the best year of my life.
You seem to be good at social media, what's the secret?
Years of practice, trial and error. There isn't a magic formula (unfortunately). Although I could definitely have told you a trick or two to grow your accounts if you asked me a year ago. Nowadays the algorithm is mental, so you just gotta post and see what sticks. You have to ignore posts that flop, move on and post the next thing.
I actually had an online vintage clothing business for 7 years, where I did all things socials on top of all the usual day to day stuff. We actually managed to grow to around 72k on IG on there to, so i've definitely got a good lump of experience behind me.
The main thing I would say though, is that imposing your personality within your socials definitely helps. Everyone tries to follow trends, but nobody can be you. And you tend to build an audience when your consumer relates with you as a person, before your brand.
Can neither confirm or deny either of those.
But those three pretty much take up 90% of my time. I'm also a huge Manchester United fan, so I watch my fairshare of football. Nowhere near as much as I used to, but I don't think that's ever something that leaves you. As mentioned, I also run Bada Bing's socials, so I'm quite the sandwich enthusiast too. I also love clothes. I worked in fashion for about 12 years, and ran my own vintage clothing company. You'll always find me hunting for bargains in the Lake District charity shops, and I love a car boot!
Tell us about your recent run around Old Trafford. How did that come about?
When I was closing in on 70k followers on Instagram, I remember thinking 'this is mad, I could almost fill Old Trafford'. Then the idea came to me that I could run 74.31km to celebrate hitting the milestone of being able to fill the UK's biggest club stadium with my followers, with the capacity being 74,310. I've ran a few ultras this year, and I ran 80km not too long ago so I knew I had it in the legs.
I didn't want the challenge to be a complete vanity fest, so I got in touch with the Manchester United Foundation to see if they'd like to get behind it and I could raise some money for a good cause along the way. The backed it the whole way, and even gave me a shirt to run in on the day. I even featured on the club's official account a couple times. Didn't know that was happening, couldn't believe it. Stuff of dreams, at the theatre of dreams.
I couldn't find any records online for longest distance ran around the outside a football stadium so I registered it with GWR. Only cost £6.50 and I should find out soon whether it is or not. If I get that, then I think my life will have officially peaked.
You've been regularly spotted wearing our Petroglyph beanie of late. Not bad is it?
I've not took it off for a few weeks, I can't lie. Should probably wash it soon, mind..
It's a banger. I don't often suit hats and the fit on this is perfect for me, so it's become a staple. Gave it it's debut on a recent wild camp, and it was perfect to keep my head warm as it's lined. I've also got the Mendelian jeans, and they're class too.
What's next for you? More peaks and pubs? Anything else beginning with a 'p' you might add to it in 2026?
More outdoors challenges for me. I've ticked off a fair few mad feats this year, and I don't intend on slowing down. I want to complete the Cairngorms 4000s, I want to hike in a few more countries. And I also want to run my first 100km race, and potentially my first 100 miler if my legs are still working. I'd love to get out to UTMB next year, and I have something cooking in the background that might just make that dream a reality, so we'll see.
Don't think my brain can handle any more personality extensions, so think it'll just remain peaks and pubs for now!
