TGM Classic | Sam Penny | Swimming the English Channel and Crushing the Cheese Game

On today’s episode of The Greatness Machine, Darius chats with Sam Penny, who with his wife operates Artisans Bend (Cheese Therapy), Australia’s largest artisan cheese retailer. Sam is passionate about strategy, marketing, and the pursuit of the perfect cheese.

In this episode, Sam and I talked about:

  • Life as a serial entrepreneur
  • How and why Sam shifted from running a medical device company to the role of “Cheese Monger”
  • What it was like to be the 191st Australian to swim the English Channel
  • And other topics…

Meet Sam:

Sam has done some pretty cool stuff – both personally and professionally. He currently operates Cheese Therapy, Australia’s largest artisan cheese retailer.  Sam is passionate about strategy, marketing, and the pursuit of the perfect cheese. In the sports world, Sam has the first attempt to swim the English Channel in Winter, has run 87km in 13 hours, has swam an Ice Mile in 3.9 Celsius water and has officially swam the English Channel.

Meet Darius: 

Darius is your host of The Greatness Machine LIVE. Darius is a mad scientist, high-growth CEO, serial entrepreneur, author, conscious capitalist, speaker, and entertainer. Darius is on a quest to create 1,000,000 Core Value Driven Organization by 2030. He is calling this “The Core Value Revolution.” Darius is an alumni of the Birthing of Giants Entrepreneurial Program at MIT and Stagen Integral Leadership Program. Darius’s accolades include being ranked #9 Top Rated CEO in America on Glassdoor, has won numerous Stevie Awards, and has founded and grown organizations that have been ranked #40 in the Inc. 500 and were ranked #3 Best Places to Work By the San Francisco Business Time. He is all about the P’s: Passion, Pizza, Puzzles, and, especially, Pink Unicorns. His book, The Core Value Equation, is an Amazon #1 Best Seller and is available at

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My team and I are on a mission to help YOU create a cultural revolution. I want to teach you how to build a core value driven organization. 


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Don’t let your Core Values become a company artifact!  Learn how to make Core Values the language of your organization.  Pre-order my book The Core Value Equation found at the link below 

The Core Value Equation




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