An interview with successful Fitness Entrepreneur-David Samuyiwa

He started a Fitness company in Gothenburg that not only educates aspiring Personal trainers but also offers tailored training to their customers. The company has now grown and spread to 30 cities all over Sweden. Not only that, DS Trademark is also in Denmark, Norway and Finland and is still expanding…

Read how David Samuyiwa, was able to break the barrier of language and carve a niche for himself in the Fitness and Training industry in an exclusive interview with Skandik Afrik.

Skandik Afrik: Have you always been active within fitness?

Fitness company in Gothenburg

 David: I come from a sporting background. I’ve done football, boxing and athletics, so fitness has always been in my bloodstream. Sport taught me many things and through its usefulness, I thought I could make a living on it. The health industry in the early 90’s was at the time starting to grown. I thought I could use the skills I learnt from the sport on fitness and impact it on people. So that was how I got into fitness, back in 1989 in London.


Skandik Afrik: You have had a long career within fitness, how did you come into this choice of career?

David: I came into it because I have been active since l was young.


Skandik Afrik: A common New Year resolution is to improve personal health by being more active. This is normally easier said than done as it is hard to stay committed, what advice would you give to those that want to start working out?  What should they have in mind in order to successfully stay committed? 

David: It is more than just an overnight decision. It is not easy creating a new lifestyle overnight, the process is not easy that´s why many people fail because they make an overnight decision and expect it to last a lifetime. There is a need to pounder on how they are going to do it. How many hours per week are they going to commit to training, how are they going to discipline their diet, how are they going to incorporate it into their social and working life etc. All these questions will help to maintain the consistency properly. In that way when it gets tough you will not quit when you don´t see results instantly, this is the reason why people quit because they do not see instant result. There is a need for short-term goals and long-term goals and you have to stay committed to the goals.


Skandik Afrik: Traditional African cuisines have many nutritional and healthy dishes. Exercises may not be considered as very essential though it is ultimately a necessity when health deteriorates due to bad diet.  What advice would you give in terms of nutrition or exercise?

David: African foods are diverse and rich but contain lots of carbohydrates. A lot of oil is used during preparation. However, the main problem is that African people tend to eat more than what the body can take. In this case, when you take in more than what the body can absolve without burning it out, then it will constitute health hazards.

My advice to people is to watch what they take into their body and exercise regularly.


Skandik Afrik: How can we adjust to the different seasons as there might be less movement during the cold seasons and more during the warmer season?  Do you think Africans need a new approach to exercising?

David: We do not need a new approach to exercising but rather need to keep it consistent. What people need is just 5 hours activities per week that’s all they need, no more. People will make excuses that they don´t have time, it’s just that you don´t prioritize your own physical health. Out of 168 hours per week, you only need to spend 5 hours working out which l believe is more than enough. But the exercise you do in the gym must be of quality value. You can´t go to the gym and spend an hour on the treadmill walking alone, you have to elevate your muscles so that they are stimulated and burn calories. There has to be a good intensity of the activity but in terms of frequency 1 hour a day, five times a week is enough. In case you can´t work out 5 times a week then spend 90 minutes, 3 times a week.


Skandik Afrik: How did DS Trademark start and what is your role in building it up?

David: You can´t lose your drive and expect to make it. Most of our African people came here and lose their drive and their natural instinct because there is a system that looks after you if you don´t have a job, which makes a lot of people to lose that passion of creativity, entrepreneurship etc. One of the things my father taught me was never to lose my passion and go for my goals no matter what the situations. I did not want to be employed by any of the gyms here so I choose to work as a freelance personal trainer. This was how I started my first company. I built that up and after 4 years by 2009 I resigned and took some time off during that time I started thinking of a new way of how to step outside the box again.

Some people thought my idea would never succeed due to different factors like language barriers, nationality and cultural differences. So I was told that I should go back to the UK that that’s where my place is but l was not discouraged. I was in Sweden already and had to do my best. I managed to prove those people wrong. The DS trademark started in Gothenburg and has now grown and spread to 30 cities all over Sweden. It has also spread to Denmark, Norway and Finland. We are growing as time goes on we want to see how far we can go. The next plan is to go to China. To quote Bruce Lee “have no limitation as limitation” “using no way as way”, that’s what I believe. I believe by not limiting yourself, you are able to go beyond the sky´s limit.


Skandik Afrik: What advice would you give to those that want to pursue a career within fitness either through competing within any form of athletics or personal trainer?

David: Try having a creative idea, have a vision. Everything must start with a vision, what do you want to do? Are you prepared to take the consequences of stepping outside the box? Because there is no point coming to any business with an idea that already exists, you have to be more creative and the minute you are more creative people will want to knock you down because it goes against the status quo. When you do something that no one has done before most people will go against you, it is important to get people with like mind to work with you. There no such thing as doing everything yourself, you must find a team of people with the same drive, spirit and vision as you.


Skandik Afrik: Apart from your work with the DS trademark, what other plans do you have for the future?

David: One of my passions is to see people maximizing their talents. So I believe that God willing the next step I will take is to work a lot more with motivational and inspirational seminars. There are many people that have great ideas but don’t use them. I see so much unfulfilled potential. So I would like to use my social skills with people to inspire and motivate them to use their talent to maximum potential.

I also have dreams of going into politics; I would like to work with minorities within the society.

They are second-class citizens due to different reasons and because of this, it affects their confidence. They are seen doing work that they don’t really want to do and do not take their real place in society which l believe with good motivational talk, and practical solutions these people will not only take their rightful place but will contribute their quota to the society and see the country as their home


For more information about David Samuyiwa and DS Trademark, visit

Photo credit: Henrik Sandsjo