From the edge of the map: How BLAK became a global connector

The founder with a global vision

For Sam Sargent, aviation began as a childhood fascination long before it became a career. Flight Simulator on Windows 95 ignited his obsession with aircraft, and his mother’s legal work with major helicopter operators brought aviation behind the scenes into everyday conversation. “It all felt familiar to me from a young age,” Sam says. “Aviation wasn’t just about flying. It was about connecting people, and that connection is what pulled me in.”

By 2011, New Zealand was gaining global attention. International travelers were arriving in premium long-haul cabins, yet once they landed there were almost no private aviation options that matched the level of comfort and service they expected. “You’d see someone fly fourteen hours in business class, then suddenly hit a dead end. No elevated choices for the final leg,” Sam recalls. “I wanted to change that. Not because we needed luxury for luxury’s sake, but because people deserved choice.”

And so BLAK was born. Not from industry tradition but from a simple belief in better service, better access, and a more human approach to aviation.

Building BLAK: A premium experience born from Kiwi values

BLAK’s earliest days were defined by ambition and resourcefulness. “It was wonderfully scrappy,” Sam says with a smile. “Spreadsheets, phone calls, endless emails. Whatever it took.” Without technology that matched the way he wanted to operate, everything relied on relationships, trust, and careful coordination across continents and time zones.

From day one, BLAK reflected the values Sam grew up with. Authenticity. Integrity. Hospitality. Growing up in New Zealand, he says, instils a quiet sense of gratitude and responsibility. When people travel a long way to reach your corner of the world, there is an instinct to take care of them properly, to be attentive, polite, and thoughtful in the details. That sense of gratitude for where you are from, and for the trust people place in you, naturally shaped how BLAK approached its service.

Rather than adopting a single global template, BLAK developed an experience that felt true to its ‘Kiwi’ roots. The details mattered. “We wanted people to experience our region in a way that felt personal and considered.”

This people-first, relationship-driven philosophy became the heart of the business and shaped how BLAK grew globally.

From New Zealand to the world

As BLAK expanded beyond New Zealand, Europe became a key market that demanded new scale and structure. Entering major European operations was both intimidating and inspiring. “Walking into those offices felt like stepping into the aviation equivalent of Silicon Valley,” Sam says. “But I realised quickly that no matter how big the industry is, people respond to authenticity.” Today, BLAK works across multiple time zones, connecting operators in remote Pacific markets with demand from Europe and beyond.

During this period, Avinode became a cornerstone of BLAK’s workflow. What had once been fully manual sourcing shifted into a streamlined, transparent, and efficient system. “Avinode allowed us to scale without losing what made us BLAK,” Sam explains. “It brought consistency to our operations and meant we could spend more time deepening relationships instead of chasing availability through email threads.”

The combination of global visibility, stronger European connectivity, and platform-supported efficiency pushed BLAK’s expansion forward faster than ever, without compromising its identity.

Asia-Pacific today: A region ready for lift-off

No region has evolved more profoundly over the past decade than the Asia-Pacificregion. Once viewed as fragmented and remote, it is now recognised as a sophisticated, dynamic market with enormous potential. Operators are investing in diverse fleets. Travelers are more global and more selective. Service standards have risen across the board.

For Sam, this transformation is both exciting and deeply personal. “The Asia-Pacific region isn’t emerging anymore. It’s here,” he says. “The operators, the ambition, the quality all point to a region stepping into its own.” Much of this momentum is being driven by increasing demand flowing into the region from Europe and other international markets.

A key part of this momentum, Sam says, has been Avinode Group’s renewed engagement in the region, led by Brenton Melville, Business Development Manager, APAC. Sam has watched firsthand how Brenton’s presence has shifted operator and broker confidence and strengthened the sense of global connection. “Brenton has been exceptional,” he says warmly. “He understands the region, he listens, and he’s helping create the bridge Asia-Pacific has needed for years.”

The rise of commercial fleet representation

As relationships deepened, operators began asking BLAK for support beyond traditional brokering. Many smaller or remote operators deliver extraordinary service but struggle with visibility and bandwidth. BLAK started quietly assisting a select few with global outreach, KYC, pricing guidance, and communication, and soon realised how valuable true representation could be.

“It all grew very naturally,” Sam explains. “Operators saw how we represented them and asked if we could help them share their product with the world.” What began with one aircraft now includes multiple fleet representation partnerships, with more joining in the months ahead.

Powered by people, enabled by technology

As BLAK rolls out its new website, marketing suite, and internal tech stack, the philosophy remains the same. “Technology should remove friction so people can stay present,” Sam says. Avinode will continue to act as the core of BLAK’s sourcing and quoting, while the surrounding tools will be redesigned to reflect simplicity, clarity, and modern functionality.

“Our digital presence should feel like our service,” Sam explains. “Clean, calm, human, and dependable.”

What makes BLAK different? The relationship philosophy

For Sam, BLAK’s success has always come down to relationships. Not as a business strategy, but as a way of operating. “We’re connectors, not facilitators,” he says. “We understand the strengths, the quirks, the personalities of the operators we work with from major cities to the most remote corners of the Pacific. Our job is to champion them and give travelers an experience that feels thoughtful and human.”

Clients choose BLAK because they want clarity and calm in an industry that can feel overwhelming. “We curate, we represent, and we connect,” Sam explains. “It’s simple, but it’s everything.”

Looking ahead: The future BLAK is building

The opportunities in Asia-Pacific continue to grow, from linking remote island operators to global travelers to elevating regional service standards. Sam is especially excited about expanding BLAK’s Pacific portfolio under the leadership of Enzo Pla, APAC Sales & Operations Director, and continuing to strengthen BLAK’s European footprint with Sam Rostain, Director of Sales & Operations.

Both bring deep aviation experience and a shared passion for raising the bar.“The industry is evolving fast, and Asia-Pacific is ready,” Sam says. “We want to be an anchor in this region, a trusted bridge between operators and the global market.”

A New Zealand Story with a global heart

When reflecting on the journey from 2011 to today, Sam’s voice becomes warm and honest. “That we built this from New Zealand,” he says. “A small country with a big heart. We stayed true to our values and turned them into something global.”

He adds, “What still surprises me is how interconnected the world is. You can be sitting in a remote corner of the Pacific and still build meaningful partnerships everywhere if you lead with integrity and curiosity.”

It is this spirit, part ambition, part integrity, all heart, that defines BLAK’s place in the aviation world today. A business born at the edge of the map, now firmly established across the global aviation industry.