In this edition of our Meet the Team series, we’re catching up with someone who has been part of BC SoftWear quite literally since the beginning. Sam Cooke, Director, has been with the business for almost 15 years — though if you count the teenage summers spent unloading containers and helping in the warehouse, his journey started long before that. When your mum founds the company, it’s all hands on deck from an early age.

Today, Sam oversees sales and plays a pivotal role in shaping BC SoftWear’s expanding international footprint. From prospecting and travelling to supporting operations behind the scenes, his days are anything but predictable.

A Role That Spans the Globe — and the Business

“My main role is to oversee sales, and recently my focus has been on our growing portfolio of international clients,” says Sam. “Day to day, I’m prospecting, travelling, making calls and convincing prospective customers to buy from BC SoftWear.”

When he’s in the office, Sam is deeply involved in the operational side of the business. “I find myself helping with anything from customer service to finance to issues and logistics in the warehouse. It’s very much all‑hands‑on‑deck — and that’s what I love about it.”

If He Could Switch Jobs for a Day…

As someone who has done almost every job in the company, there’s only one department Sam has never stepped into: embroidery.

“Maybe I should spend a day there and find out if I’m secretly good at it,” he laughs. “But honestly, I’d like to go back to the warehouse for the day. It’s a good physical workout and a fulfilling day’s work. There’s something appealing about doing a job where your brain can switch off for a while.”

The Best Part of Working in a Family Business

For Sam, the highlight is the journey.

“I started at the bottom and have worked my way up to a director role, running the business alongside Barbara — something I’m really proud of. I’m involved in every corner of the company, which keeps things interesting.”

Watching BC SoftWear’s international presence grow has been a standout achievement. “It’s been a long time in the making, but it’s really starting to take shape.”

A Few Things You Might Not Know About BC SoftWear

“People are always amazed we make a full‑time job out of selling robes and towels,” Sam says. “Everyone stays in hotels, everyone uses the towels — but nobody ever wonders where they come from. There’s far more to it than anyone imagines; we’re the best‑kept secret in hospitality!”

A Few Fun Facts

Favourite thing to do as a child: “Playing football — that was my passion. I’m a failed professional footballer… isn’t that always the way?”

Something people don’t know: “I love to sing. Quite a few people in the industry know that already though — after a few drinks, I often end up on stage, despite being quite shy.”

Karaoke choice: “Mustang Sally or That’s Life by Frank Sinatra.”

Weirdest thing on his desk: “Our team in China send a Christmas gift every year — lucky charms, pendants… they’ve built up over time.”

If he could have a superpower: “Time travel. I spend quite a lot of time in airports and planes.”

If BC SoftWear had a mascot: “A dog in a bathrobe — Barbara’s dog, Max, comes to the office every day and is part of the furniture!”

Go‑to comfort food: “Spaghetti Bolognese. It’s been my favourite since I was a child.”