About Us
Slow Coffee Roasters – A Moment to Pause
Why Slow?
Slow Coffee Roasters was born from something simple—using coffee as a way to slow down.
For our founder, Sam Dakin (OLY), slowing down wasn’t a luxury; it was a necessity. He is currently still competing and after making himself a double Olympian at Paris 2024 he's learnt a thing or two about what it takes to be great. In the years of competing at the highest level in Olympic track sprint cycling, Sam found himself struggling with his mental health. The pressure, the pursuit of perfection, the never-ending cycle of go, go, go—it took a toll. Along with his Sports Psychologists he explored ways of being more present....
Then came coffee. Not just for the caffeine, but for the process. Grinding the beans, pouring the water, watching the coffee bloom—it was a ritual that forced him to pause. To breathe. To be where his feet were.
Slow is more than a coffee company. It’s a mindset. A reminder that some of life’s best moments happen when we’re not rushing to the next thing. The full stop is the middle of our logo represent exactly that. A point in which we stop to take in what's around us.
More Than Just Coffee
We believe that coffee isn’t just about caffeine or convenience. It’s about connection—to the moment, to the craft, and to the people behind every cup.
That’s why we do things with intention:
Sourcing with purpose – We partner with growers who share our values of quality and sustainability.
Roasting with balance – Every coffee is roasted to highlight its flavours. We let the coffee do the talking.
Brewing with presence – Because the best coffee is the one you actually take the time to enjoy.
We roast in small batches. We source responsibly. And we invite you to slow down with us.
Meet the Team
Sam Dakin, OLY – Founder
I spent most of my life chasing hundredths of a second—because in Olympic cycling, those tiny margins make all the difference. But outside of the sport, that mindset wasn’t sustainable. I needed a way to reset, to be present, to actually enjoy the moment I was in.
Coffee gave me that. And what started as a daily ritual in my garage turned into something bigger—Slow Coffee Roasters.
Now, I get to channel that same level of dedication, craft, and passion into something I love, and share it with people who, like me, want to slow down and truly experience their coffee.
Jonte Wright – Director
Much like Sammy - High-performance sport has shaped a huge part of my life, having spent seven years competing in elite rowing. Coffee has always been a constant in that pursuit—first as a tool for performance, then as a passion that quickly became an obsession. What started with a Breville machine (like many coffee entrants) it evolved into a full-blown deep dive into specialty coffee—brewing methods, origins, and the fine details that make all the difference (even if only just).
Through the Cambridge sporting community Sam and I crossed paths, and it didn’t take long to realise we shared more than just an athlete’s mindset. Connecting over our appreciation for culture, fashion, design, a good yarn (with pretty much anyone), and, most importantly, coffee. From there, our conversations naturally turned into ideas—BIG ones—about where SL.OW could go, and it was clear we had a shared vision to grow SL.OW into one of New Zealand’s best coffee providers. When he offered me a role within the company, it was a no-brainer—I was all in.
My focus now is on driving SL.OW forward—expanding brand presence, creating meaningful connections, and ensuring every interaction with SL.OW reflects the passion and quality we stand for.
SL.OW isn’t just about coffee; it’s a mindset, a movement, and something I wholeheartedly believe in. 2025—watch this space.
The Slow Philosophy - the world moves fast. slow down.
We live in a world that’s constantly telling us to move faster, do more, and chase the next thing. But what if we did the opposite?
What if we took a moment to pause—to appreciate the quiet, the simple, the small joys in front of us?
That’s what SL.OW is all about.
We hope our coffee becomes part of your daily ritual. A reason to pause, breathe, and savour—one mindful sip at a time.
