Sam Ong is co-founder and CEO of AIRSCREAM GROUP, a UK-based vaping and lifestyle brand. He describes his management style as treating himself as a "crew member" rather than a boss, favoring disciplined execution of strategic goals alongside enough organizational agility to adapt to a fast-changing market, guided by a personal belief that every problem has a solution.
Before founding AIRSCREAM with his co-founder, Ong saw a gap in the market for vaping devices that were easy to use, well-designed, and competitively priced. The company's product line, including its AirsPops devices, is positioned as a less harmful alternative to traditional cigarettes, and as of this article's original publication Ong was working to expand the business into Chinese and European markets while seeking outside investment to scale further.
He has credited much of the company's success to a small, carefully chosen team, running the business with a relatively lean staff spread across several countries despite facing competition from large tobacco companies and well-funded rivals.
