Sam Lyons attended C.U.S. in Dublin and went on to study Media Production and Communications. He was first introduced to Lucca Leadership Ireland during one of the pioneering weekends in Ireland in 2004. He found that his personal ideals were mirrored in the organization's belief that individuals really can work together for the betterment of humankind. Since 2004, Sam has attended week-long courses and decided to get involved in coaching. He spent the past few years coaching Lucca Leadership Ireland courses, in addition to providing IT support for all the global affiliates. Sam is passionate about technology, education, and helping young people realise their potential. Sam has been the CEO of Lucca Leadership Ireland since the end of 2010.