Steve Sims (born 1966) was the founder and CEO of the luxury concierge service Bluefish. In 2017, Sims published a book, Bluefishing: The Art of Making Things Happen and in 2022 his second book "Go for Stupid - The Art of Achieving Ridiculous Goals". Sims grew up in East London and met his wife, Clare, when he was 16 years old.
Sims began his career as a Bricklayer in London. In 1980, Sims started a stockbroker job in London, where he worked for about 6 months. Eventually, Sims transferred to Hong Kong where he was fired in 5 days. After losing his stockbroking job, Sims stayed in Hong Kong where he worked as a Doorman for a Night Club in the area, where he went to parties and met their attendees, forming the network that would initially support Bluefish. Sims has arranged many adventures for clients including:
Sims founded Bluefish in 1996. In 2003, Bluefish partnered with MBNA to launch its own credit card. In 2004, Bluefish was named the official concierge of L.A. and New York Fashion Weeks. In August 2006, Icon International Holdings Inc. signed an agreement with Bluefish Concierge to provide all concierge services for the airline and its travelers. Bluefish Concierge was the official concierge of the Kentucky Derby from 2005 to 2007.
Steve Sims did not attend college, and dropped out of school at the age of 15. Sims currently lives in Los Angeles with his wife, Clare, their 3 children, and their dog.
Steve passed away on July 7, 2025, in Los Angeles, California.