The SAM Club was founded in 2010 by Bev Nicholls.

Prior to that, Bev was Reseller Sales and Marketing Manager and introduced a process for keeping records of software sales made to clients and when maintenance & support renewals were due.

This formed the basis of discussions with clients to define a more comprehensive software asset management (SAM) service. Straight away clients signed up for the service and The SAM Club came into existence.