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Sam Eriepa - Tackling leadership and sales with the Icehouse

Sam Eriepa - Tackling leadership and sales with the Icehouse

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When Sam Eriepa first stepped into the Icehouse Leadership Development Programme, he wasn’t sure what to expect. He already had three years of experience leading sales for Dunedin-based Aitken Joinery and significant leadership as captain for Green Island Prems and 100 plus games notched up - but running a team in a fast-growing business required a slightly different kind of rulebook.

The business: Aitken Joinery

Sam has been with the business since its launch three years ago, working under director and mentor Craig. The company supplies Vantage doors and windows across the Otago and Southland regions, a market with plenty of opportunity but also plenty of competition. As sales manager, Sam has seen success not just as being about closing deals but also trust, clarity, and building relationships with homeowners making seriously important decisions about their properties.

Why Icehouse?

I didn’t go in with one area I wanted to improve Sam says.

“I went in with an open mind, and I came out with tools I didn’t even realise I needed.”

The Icehouse taught him the importance of building high-performing teams, sharpening communication skills, and a deeper understanding of business finance, an area he hadn’t been deeply involved in before.

“Cashflow, numbers in action, the importance of working on the business rather than just in it - it was all incredibly valuable for me.”

Navigating the tough conversations with structure can now be managed with a framework and Sam says he’s learned how to be “much less reactive” with his team of five.

He draws clear parallels between sport and business leadership. “Leading a rugby team isn’t so different from leading a workplace team. Communication, trust, and bringing people with you are what make both work.”

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A project with real impact

For his Icehouse project, Sam developed a structured sales plan to grow revenue in the Dunedin region and expand into nearby towns like Lawrence. The plan helped create consistency in outreach, strengthened customer relationships, and gives the sales team a clear roadmap.

Advice for others in Otago

For Sam, the biggest value came not just from the Programme content, but from the people.

“You’re learning alongside CEOs, managers, and young professionals from all kinds of industries. You get course learning, but also personal insights and the chance to bounce ideas off people who really get it.”

His advice to others considering Icehouse training?

“Go in open minded, be a sponge, and take it all in. You’ll walk away with practical tools and a network you can lean on for years. I now have access to a deep amount of training resources which I’m dipping into every fortnight. Icehouse isn’t just a course - you become part of the Icehouse team.”