Oscar Ryndziewicz with Rory Sutherland and Elfried Samba on DFYNE becoming the UK’s fastest-growing company

Oscar Ryndziewicz with Rory Sutherland and Elfried Samba on DFYNE becoming the UK’s fastest-growing company

Oscar Ryndziewicz — founder of DFYNE — joins Rory Sutherland and Elfried Samba to unpack the decisions behind one of the UK’s fastest-growing private companies.


Ryndziewicz explains how DFYNE grew from a £6,000 credit card bet into a global activewear brand, why the company chose to scale from Glasgow rather than London, and how autonomy, simple metrics and trust replaced traditional management controls as the business expanded.


Drawing directly from DFYNE’s growth journey — culminating in its recognition as the UK’s fastest-growing private company in The Sunday Times 100 — this conversation explores how location, culture and leadership design quietly shape scale.


This episode looks at what happens when founders stop optimising for appearances, focus on outcomes instead of activity, and build systems that let people think for themselves.


Follow Rory

Instagram: @rorysutherland_clips

TikTok: @Rorysutherlandclips

X: @rorysutherland

LinkedIn: in/rorysutherland/


Follow Elfried

Instagram: elfriedsamba

LinkedIn: in/elfriedsamba/

https://www.butterflyeffect.xyz/


Follow Oscar

Instagram: @dfyne.official

https://uk.dfyne.com/


A Sassy+ original podcast series


Episoder(18)

Robbie Lyle with Elfried Samba on AFTV, Global Fan Network, and building a sports media empire

Robbie Lyle with Elfried Samba on AFTV, Global Fan Network, and building a sports media empire

Robbie Lyle started AFTV with a borrowed camera, a borrowed mic, and a belief that football fans deserved to be heard. Thirteen years later, he’s built one of the most influential fan media businesses...

26 Apr 1h 20min

Conny Kalcher with Rory Sutherland on customer loyalty, human connection and building trust at scale

Conny Kalcher with Rory Sutherland on customer loyalty, human connection and building trust at scale

Conny Kalcher, Chief Marketing Officer at Zurich, joins Rory Sutherland to explore why most companies get customer experience wrong.After decades at LEGO and now at one of the world’s largest insurers...

12 Apr 1h 2min

Matt Pohlson with Rory Sutherland and Elfried Samba on flatlining, £400M growth and £120M donated

Matt Pohlson with Rory Sutherland and Elfried Samba on flatlining, £400M growth and £120M donated

What happens when you literally die — and come back with a completely different view on business, risk, and what actually matters?Matt Pohlson — founder and CEO of Omaze — joins Rory Sutherland and El...

27 Mar 54min

June Sarpong with Rory Sutherland and Elfried Samba on culture, connection and staying in the game

June Sarpong with Rory Sutherland and Elfried Samba on culture, connection and staying in the game

What does it take to build a career that lasts three decades — and stay curious enough to keep reinventing it?June Sarpong — broadcaster, author, entrepreneur and host of Culture Conversations — joins...

15 Mar 1h 29min

Ellie Norman with Rory Sutherland and Elfried Samba on finding fans and making them stay

Ellie Norman with Rory Sutherland and Elfried Samba on finding fans and making them stay

Ellie Norman — Chief Marketing Officer at Formula E and former Chief Communications Officer at Manchester United — joins Rory Sutherland and Elfried Samba to talk about her time at Honda and Virgin Me...

1 Mar 1h 33min

Eliza Filby with Rory Sutherland and Elfried Samba on the Bank of Mum and Dad economy

Eliza Filby with Rory Sutherland and Elfried Samba on the Bank of Mum and Dad economy

Dr. Eliza Filby — historian and author — joins Rory Sutherland and Elfried Samba to examine why inheritance now matters more than income.The conversation explores how the Bank of Mum and Dad has becom...

8 Feb 1h 29min

Clarke Ching with Rory Sutherland and Elfried Samba on bottlenecks, leadership and progress

Clarke Ching with Rory Sutherland and Elfried Samba on bottlenecks, leadership and progress

Clarke Ching — author of The Bottleneck Detective — joins Rory Sutherland and Elfried Samba to unpack why progress stalls, how leaders quietly become constraints, and why fixing the obvious problem of...

13 Jan 1h 58min

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