Sam joined the army at 16 and quickly learned the critical importance of equipment care for mission success. Despite this, something always seemed to break. While operators often blamed mechanics, Sam recognised a deeper issue: a systemic gap of information between OEMs and end-users, which persisted even in his later work with the UN in Africa and major automotive companies.

Frustrated by outdated manuals and confusing PDFs in the field, Sam saw potential in immersive 3D technologies. He realised they could deliver real-time, interactive views of equipment and parts, bridging the gap between OEMs and users.

In 2017, Sam founded Partful to solve this problem. Simply put, Partful aims to streamline information flow for end-users while improving OEM efficiency.