Samm is a dynamic leader with a passion for helping others succeed.  With over 25 years of sales experience across the energy, publishing, and professional sports sectors, she understands what it takes to build lasting client relationships, drive profitable sales, and exceed expectations. 
A graduate of the University of Hampshire, Samm pairs her industry expertise with a results-driven approach to help businesses achieve sustainable growth. Her impact extends far beyond numbers.  Samm is known for her ability to ask the right questions—the kind that challenge perspectives, uncover opportunities, and inspire action.
She listens deeply, provides honest insights, and empowers business owners to push past roadblocks. As one of her clients shared, “Samm creates a space where you can be vulnerable, helping you realize your own potential and the action required to reach it.”   Another described her as someone who “listens without judgment and has the ability to challenge you to think in a way you hadn’t before.”   Her energy is contagious, and her dedication to her clients' success is unwavering.  

Her Passion & Drive

Samm’s relentless pursuit of excellence started long before her business career.  From the age of 11, she set her sights on representing Canada in the Olympics.  She went on to become a member of the Canadian Women’s National Hockey Team program and is now one of only 38 women across the country certified as a Hockey Canada Women Master Coach Developer. 
Through her leadership, she is paving the way for more women to coach and take on leadership roles in sport. The discipline, resilience, and high-performance mindset she developed as an elite athlete now fuel her success in business coaching.   She thrives on seeing others win—whether in business, leadership, or life. 

Through a strategic approach backed by ActionCOACH’s proven systems in sales, marketing, team development, and leadership, Samm equips business owners with the clarity, confidence, and tools to achieve their biggest goals.

Family & Community

Samm continues to apply her love of the game and passion for coaching at the grassroots level.  A long-serving board member of Girls Hockey Calgary, she is dedicated to growing the participation of girls and women in hockey.  As a wife and mother of two daughters, her favorite thing to do is watch her daughters play sports, time with her family keeps her heart centered and she enjoys doing anything on the water,  travelling, anything related to an outdoor adventure, including backpacking with her girls, road biking, hiking, swimming, skiing and of course hockey.  

Above all, Samm is a believer—in potential, in possibility, and in the power of people to achieve more than they thought possible.