About Us

Independent Software Asset Management Since 2010

Bev’s Vision and the Birth of The SAM Club Bev’s journey began as a Director of Sales and Marketing Manager, where he revolutionised how software sales, maintenance, and support renewals were managed. His innovative approach laid the foundation for what would become The SAM Club—a company built on independence, transparency, and client-focused independent software asset management.

A Reputation for Unbiased Expertise From the beginning, The SAM Club stood out by providing truly impartial guidance. Unlike many in the industry, Bev insisted on steering clear of reselling software, ensuring that every recommendation was made with the client’s best interests at heart. This dedication to integrity quickly earned the company a reputation as a trusted advisor in software asset management.

Growth and Industry Recognition Momentum continued to build, and in 2014, Ian Nicholls joined the business, infusing fresh energy and expertise. Under Ian’s leadership, The SAM Club expanded its services, achieving major milestones—including becoming a Microsoft Partner for Software Asset Management in 2016. The team grew, welcoming new talent to support an expanding client base, all while staying true to their commitment to independent, objective advice.

New Horizons: A Global Presence With a growing client base spanning the UK, Jersey, and Ireland, The SAM Club took a bold step forward in March 2025, opening a new office in Ohio, USA. This expansion marks an exciting chapter in the company’s journey, bringing decades of expertise and proven strategies to a broader audience. The move reinforces The SAM Club’s dedication to helping organisations worldwide optimise software licensing, cut unnecessary costs, and maintain compliance with confidence.

The Legacy of Bev Nicholls, The driving force behind The SAM Club, was renowned for his dedication, vision, and unwavering commitment to clients. His influence shaped the way organisations approach software asset management today. Though Bev is no longer with us, his legacy lives on through The SAM Club’s ongoing growth and success. His values remain the heart of the company, guiding every decision and every partnership.

Commitment to Excellence—Yesterday, Today, and Tomorrow As The SAM Club continues to evolve, its mission remains unchanged—to provide exceptional service, minimise costs, ensure compliance, and empower businesses to manage their software assets effectively. With an expanding team, a growing global presence, and a relentless focus on client-first solutions, The SAM Club is ready for the future.