A champion of inclusion: Sam Samuels is retiring from West Midlands Fire Service

Tributes have been paid to Group Commander Sam Samuels, who is retiring from West Midlands Fire Service (WMFS) after a remarkable career.

Sam joined WMFS at 16, spending one years in the junior firefighter programme before becoming a full-time firefighter in 1991. In doing so, she became the service’s first Black female firefighter.

Sam’s career advanced through various operational and departmental roles, and she now retires as Operations Group Commander for the Black Country North area.

As her career progressed, Sam became a passionate advocate for inclusion. She co-founded and chaired a WMFS networking group, Inspire, which continues to promote essential conversations about under-represented groups amongst our communities and staff.

Sam Samuels at a podium in formal fire service dress, speaking at an event with candles glowing softly in the background.

Taken at WMFS Christmas Church Service in December 2023, at St Martins at the Bull Ring. Sam read a poem on behalf of WMFS

Alongside her advocacy, Sam has shown a strong commitment to personal growth and development. She frequently connected with colleagues and external organisations on issues around race and gender.

Reflecting on her retirement, Sam said: “For me, this job has provided countless opportunities, and I’ve truly loved every moment. Working within my own community has been especially meaningful.”

She added: “There have been many challenges along the way, and at times, I didn’t fully understand why those challenges existed. In hindsight, I can attribute some of them to being a proud Black woman in the service. Internally, it was difficult—there were very few female operational staff, and I often bore the brunt of that in quite a harsh and, at times, brutal way.”

Portrait of a younger Sam Samuels in fire service uniform, looking directly at the camera, representing her early years with the West Midlands Fire Service. — When Sam joined the recruits course - Taken March 1991

Sam Samuels, dressed in a firefighter’s helmet and casual t-shirt, smiling next to an older woman in firefighter jacket. — Sam at home with her Mother, Ivy in October 2020 - doing a bit of dress up!

Sam Samuels standing with a group of people in a boxing gym, including boxing professionals and trainers, posing with fists raised in a show of camaraderie. — Meeting Chris Eubanks in September 2019, when he visited a Dudley Boxing Gym run by a WMFS Station Commander.

Sam Samuels and two other women in graduation caps and gowns, smiling outside a cathedral after a graduation ceremony. — Graduation Day at Worcester Cathedral - October 2017. Pictured (left to right): Maria Viegas, Sam Samuels and Gemma McSweeney

Sam expressed her hopes for how she’ll be remembered: “I hope people will remember how I made them feel, how I treated them, and our interactions. I truly hope I’ve positively impacted those I’ve worked with. After spending so many years in the service, the thought of leaving is incredibly bittersweet.”

Matthew Young

Group Commander - Fire Safety

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Sam hasn’t just been a colleague; she’s been a mentor, coach, champion, and friend.

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Group Commander Matthew Young, from Fire Safety, shared his thoughts: “Sam hasn’t just been a colleague; she’s been a mentor, coach, champion, and friend.

“I started my career as a firefighter in West Bromwich when Sam was Station Commander. I genuinely thought, ‘Wow, look at that person putting everything into what she does.’

“She was always genuine and authentic in her work, and it was impossible for her influence not to rub off on me.”

Sam’s final duty will be to represent WMFS, alongside colleague Group Commander Kris Darnley, on behalf of a contingent of the UK’s fire and rescue services at the Cenotaph on Remembrance Sunday.

Sam Samuels with four female colleagues from West Midlands Fire Service, all dressed in formal uniforms, smiling together at an indoor event. — FBU B&EMM School at Wortley Hall in Sheffield. Pictured (left to right): Sam Samuels, Sonia Stoney, Pamela Oparoacha, Karen Bell and the late Leila Asoko.

Sam Samuels and three colleagues from West Midlands Fire Service and West Midlands Police, taking a selfie outdoors at a community event. — Windrush Day Celebrations June 2019. Pictured (left to right): Sam Samuels, Arron Lennon, Rani Gundhu QPM, the late Stephen Mclean.

We sat down with Sam, as part of October 2024’s Black History Month, and ask her questions about her proudest moments, what she might have done differently, her inspirations in life, challenges along the way and more. Watch her responses in our video here.

A black-and-white photo of Sam Samuels with seven fellow firefighters, all wearing traditional fire service uniforms, standing together in front of a fire engine, showcasing an early stage in her firefighting career. — Green Watch Wolverhampton in 1990s. On the squad line. Pictured (left to right): Graham Hughes, Sam Samuels, Dave Silcock, Steve Rennison, Nick Weaver, Henry Hill, Jasper Cartwright and Mac Collins.

Sam Samuels with three other colleagues, all dressed in fire service uniforms, smiling and posing together at an indoor event. — Reward and Recognition in Bham, 2023. Pictured (left to right): Georgina Lewin, Sam Samuels, Sonia Stoney and Natalie Giliard.

Sam Samuels with a group of West Midlands Fire Service colleagues and community members, gathered outdoors, all dressed formally and posing for the camera. — Part of Guard of Honour at funeral of our late Chief Fire Officer, Wayne Brown, in March 2024. Pictured (left to right) Sam Samuels, Michael Campbell, Carl Smit, Howard Hylton, Adrian Spencer, Bruce Suban and Daryll Darkin.

Sam Samuels standing with the Mayor and other civic dignitaries at a public event, all dressed formally, with poppies pinned on their jackets. — Wolverhampton’s Remembrance Day ceremony November 2022 with Chief Superintendent Richard Fisher, Lady Mayoress Sandra Samuels OBE (2022-2023) and Consort Carl Samuels