When, in March 2020, they launched themselves as taking over the whole of the Scottish EMS contract Gama stated they were there to disrupt and to take over and they have. As we know they sit as the prime operator for Wales [Formerly Babcock] and spare support for Yorkshire. Aside from such as Lincs and Notts walking away from SAS several HEMS operations have now decided that they want to own their aircraft even though this is initially expensive [but it uses up any potentially embarrassing excess funds in the bank], long term it is cheaper to handle..
All this negative activity reduces the financial viability of the old guard, like SAS. They find themselves having too few lucrative leases and too many aircraft with little chance to dispose of them at a good price. And with the alternative milch cow of the police effectively ring fenced by NPAS there just fewer chances for large fixed base vendors including SAS [+ Babcock] to have a chance to make an impact. The world is changing. We will have see if the Gama business model works best in the long term..
An add on to this, one of the original drivers of PAS, Paul Hannant, died a few days ago. There is an Obituary in The Times.