At Workup, we’re always inspired by people who integrate health into every aspect of their lives—those who lead by example in both their professional and personal pursuits. Sami Inkinen is one of them.
Sami is the co-founder and CEO of Virta Health, a company on a mission to reverse type 2 diabetes and obesity in one billion people. Before Virta, he co-founded Trulia, which went public on the NYSE and eventually merged with Zillow. Professionally, he’s spent over two decades building transformative companies. Personally, he’s a father of two, a husband, and an elite endurance athlete.
“Health and wellness is core to my being,” Sami explains. “It’s fun, offers another identity outside of professional and family roles, and keeps me mentally and physically sharp in a demanding job.”
For Sami, health isn’t an afterthought—it’s the foundation of everything he does.
A Life in Motion
Sami’s passion for endurance sports began with triathlons and has evolved into a focus on road and mountain biking. He competes actively and dedicates over ten hours a week to structured training, more when preparing for races.
“I exercise every morning between 6 and 8 a.m. When I’m training for an event, that exercise becomes more structured,” he says. During the winter months at his home in Colorado—at nearly 9,000 feet of elevation—cross-country skiing makes up about 80 percent of his training. In the summer, cycling dominates his routine.
The foundation of his approach is simple: consistency. “An underrated approach to success in sports and business is consistency over many years—even decades.”
Daily Habits That Set the Tone
Sami starts every day with a cold plunge.
“The first thing I do every morning is roll out of bed and jump into an ice-cold lake—33 degrees in the winter, about 40 in the summer. If I’m traveling, splashing cold water on my face works too.”
This ritual sets the tone for his day, followed by core exercises and a focus on getting into motion early.
Sami’s Health Protocol
When it comes to health and performance, Sami believes in simplicity. He doesn’t rely on supplements or hacks, instead focusing on fundamentals: sleep, real food, training, and recovery.
That said, there are a few products that are essential to his daily life and training routine.
Sami Inkinen’s Health Stack
Wahoo KICKR MOVE Bike Trainer
Living at high altitude, winter rides outdoors aren’t always an option. Sami uses the Wahoo KICKR MOVE bike trainer to stay on top of his cycling, especially in the colder months. “I don’t use virtual ride software. I just stare at the numbers and maybe listen to music. It’s super time efficient.”
During the winter, he uses it three to four times a week, and occasionally in the summer. “This is 100 percent essential for me during the long winters.”
Now Foods Magnesium Oxide
Sami takes magnesium oxide every day, about 500 mg, as it helps prevent muscle cramps. “I eat a very low-carb diet, especially outside of exercise, so magnesium supplementation is key to avoiding cramps—particularly when I sweat a lot and haven’t gotten enough magnesium from food.”
This is the only supplement he consistently takes. “I believe proper sleep, eating real food, and consistent training and recovery drive 99 percent of performance.”
Grass-Fed Ground Beef
Sami’s go-to protein source is grass-fed ground beef, which he eats four to five times per week. “It’s typically dinner for me, mixed with a giant salad. Simple and effective.” He prioritizes whole, nutrient-dense foods and limits carbohydrates except around exercise.
Rogue TB-2 Trap Bar for Deadlifts
Strength work plays a minor role in Sami’s training because he builds muscle easily—something he says can be counterproductive for endurance sports. “The trap bar deadlift is the only lift I do. I use it to maintain leg, core, and overall strength.” He lifts once or twice per week, depending on the time of year.
The Takeaway: Consistency Over Time
Whether in endurance sports or running billion-dollar companies, Sami’s approach is grounded in simplicity, discipline, and consistency over decades.
“I think an underrated approach to success is sticking with it. You don’t need hacks or shortcuts—just show up and keep going.”
At Workup, we believe in empowering everyone to optimize their health in a way that’s sustainable and effective. Sami’s story is proof that with the right approach, health can be your greatest advantage.
