BikeBiz Bicycle and cycling retail news
Peaty’s has announced several full-time additions to the team. Mike Sanderson, Stuart Sampson, and Rob Sherratt bring decades of combined experience in the mountain bike industry, across product development, ecommerce, marketing and riding bikes.
It’s been good to welcome new faces to the brand. With the warehouse expanding, we’re building a great team in Wrexham. Adding Stu, Mike and Rob, increases our support for product development, our distributors, athletes and customers. I’m excited to see what we can get to up with this crew and have a bit of fun along the way. Cheers, Steve Peat
Mike Sanderson – Product Development
Mike Sanderson joins Peaty’s with over 20 years of industry experience and a reputation for a no-compromise approach to product development. He has previously worked with leading UK brands such as Whyte and Privateer, as well as building brands including Calibre and Diamondback, creating bikes described by the industry as “hugely important.”
His rider-first philosophy, deep product insight, and commitment to innovation align perfectly with Peaty’s mission to deliver high-performance products that make every ride better.
“I’m super excited to join the Peaty’s team. I’m a mountain biker at heart, and I’ve always admired how Peaty never compromises on making products that actually help riders. I won’t be able to keep up with the boys down a hill, but I think I’ll do alright in the pub – Mike Sanderson
Stuart Sampson – Head of Ecommerce
Joining as Head of E-commerce, Stuart Sampson brings a wealth of commercial and industry expertise. His most recent role was with Fox Factory Europe, following previous positions with CamelBak, Bell, and Giro at ZyroFisher, as well as Saddleback Ltd.
“Having loved Peaty’s products whilst working at Saddleback, the brand had an instant attraction to me—not just for its environmental focus, but for its whole approach. The ‘if you don’t love it, don’t do it’ attitude truly runs through the business; the passion is unmistakable. The team has already achieved incredible things, and I’m genuinely excited to see what comes next – Stuart Sampson
Rob Sherratt – Head of Marketing
Following two years in motorsport with NAPA Racing UK, Rob Sherratt returns to the mountain bike world as Peaty’s new Head of Marketing. Rob previously spent a decade as Global Marketing Manager for Nukeproof and also worked for Fox Racing.
I’m really pleased to be joining the team here at Peaty’s. With the people here, the quality products, the community around the brand, and the core values behind it, Peaty’s feels like the right place to be. Not going to lie, I’m a bit nervous to drop in and try to follow Peaty, Brynoss and Muzz (and the rest of the team) on team ride outs, it could be a bit spicy – Rob Sherratt
Contact Rob at: Rob@Peatys.co.uk/+44 7803 629415
Customer Operations Team Expansion
Peaty’s has also strengthened its Customer Operations team to better support distributors and online channels. The team welcomes:
- Ieuan Lloyd, Warehouse Operations & Young’ling
- Phil Jones, Warehouse Operations, van man, events host & stylist
Additionally, Oli Pepper, co-founder of Morvelo Clothing, joins on a part-time basis to support the growing graphic design needs of the business.
Peaty’s Wrexham HQ
To support ongoing growth, Peaty’s is set to double the square footage of its Wrexham-based headquarters early in the new year. With keys already in hand, expansion work is underway, led by Steve, sledgehammer included.
Interested in Stocking or Distributing Peaty’s?
Peaty’s welcomes enquiries from prospective retail and distribution partners. For more information, please contact us!
