![](https://emergencyservicestimes.com/wp-content/uploads/2025/05/ESS-Button-resized.png")
With almost 25 years in the fire service, and a great deal of time in varied leadership roles, Sam Burton has a wealth of experiences which have shaped her approach. Her journey reflects a commitment to authenticity, inclusion and innovation, rooted in personal growth and a deep belief in the power of collaboration. We caught up with her on our For Every Response podcast, a year into her role at Shropshire Fire and Rescue Service.
When she joined West Midlands Fire Service in 2001, Sam admits she didn’t fully understand what the role of a firefighter would entail. Since then, her path through operational commands, national events, and a secondment to Oxfordshire Fire and Rescue Service has led her to leadership as Deputy Chief Fire Officer at SFRS – and as a national voice on rescue operations as Director of Strategic Planning at UKRO.
Her journey, she says, has been “a rollercoaster,” particularly over the last five years. After stepping into the role at Shropshire during a difficult period for the service – including the temporary absence of the Chief Fire Officer and subsequent internal challenges – Sam describes the experience as “all-consuming at times.”
“There’s been periods of great confidence, but periods of real lows. There’s been increased vulnerability, but I’ve also drawn on a lot of resilience.”
Central to that resilience is a leadership style that’s evolved to be more reflective, more inclusive and, crucially, more grounded in listening. “Being in the moment – that’s what I’ve really learned. When you’re with people, they want you to be present, all senses open. For me, active listening takes control, so I’ve had to develop skills to show patience and to create a trusting environment.”
That approach, Sam said, is not about waiting for calm before leading, but about finding space for others to flourish, especially during difficult times. “I’ve had times where I haven’t been able to flourish,” she added. “So I want to create that environment for others, because I know what a benefit that is to individuals.”
Sam’s leadership has long championed women in the fire service. She currently works alongside Assistant Chief Fire Officer Karen Gowreesunker, also formerly of West Midlands, and she’s candid about both the barriers and the breakthroughs she’s seen for women in uniform.
“I haven’t always had women champion me. Early in my career, another woman once asked me, ‘Why are you going for promotion?’ And I thought, because I’ve got something to offer.”
In recent years, Sam has also begun speaking openly about her diagnosis of dyslexia and ADHD traits – something she previously kept off application forms out of fear of judgement.
“That diagnosis didn’t surprise me. It explained a lot,” she says. “But it made me overanalyse myself for a while. I had to step back and work out how to use that as my superpower moving forward.”
Embracing her neurodivergence has changed how Sam approaches leadership. She recalled a time when a colleague said she was like a round peg in a square hole. She was offended at first, but then began to see it as a strength. “Those gaps around that round peg in that square hole enable creativity, and that’s where I excel.”
That creativity finds an outlet in Sam’s national work with the UK Rescue Organisation (UKRO), where she is Head of Strategic Planning and National Events. In the absence of a UKRO Challenge this year, she’s been leading a new wave of CPD events designed to bring cutting-edge rescue techniques to more services across the UK.
“UKRO is building a more capable and connected and forward thinking rescue sector, and that’s done through collaboration.”
As part of UKRO’s continued evolution, the development of the UKRO Academy has become a key focus. Designed to support the professional growth of emergency responders, the Academy offers a growing library of academic research, training materials, CPD content and scenario planning tools, all aligned with national operational guidance. “It’s really rooted in the best principles ensuring consistency, safety and excellence,” said Sam.
“Leadership at any level can be tough. So be kind to yourself, but also be brave enough to do things differently.”
Looking ahead, Sam remains committed to bringing others with her on the journey, whether through UKRO, in her own service, or nationally.
Listen to the full interview on For Every Response, the Emergency Services Times podcast. Be sure to subscribe and listen on your favourite podcast platform.
To read more stories like this, check out our Leadership channel.
