Sam Jones is the founder of Gener8, a company he established with the belief that individuals should have control over their data and the ability to earn from it. His work with Gener8 aims to build a platform that enables this personal data autonomy.

Prior to founding Gener8, Jones held the position of Global Brand Manager at Red Bull. In 2022, his entrepreneurial efforts were recognized when he received the 'Disruptor of the year' award at the Great British Entrepreneur Awards.