There are three new full-time additions to the Peaty’s team recently announced, including Mike Sanderson, Stuart Sampson and Rob Sherratt, bringing decades of MTB industry experience across product development, ecommerce, marketing and indeed riding bikes.
The significant move comes as Peaty’s is planning to double its footprint at its Wrexham HQ, as well as additional hires.
“It’s been good to welcome new faces to the brand,” said Steve Peat. “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.”
Mike Sanderson – Product Development
Mike Sanderson joins Peaty’s with over 20 years of industry experience that covers names like UK brands 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, said the firm.
Mike Sanderson said: “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.”
Stuart Sampson – Head of Ecommerce
Joining as Head of Ecommerce, 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.
Stuart Sampson said: “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.”
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.
Rob Sherratt said: “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.”
Customer Operations Team Expansion
In addition, 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 (we’re told).
Peaty’s welcomes enquiries from prospective retail and distribution partners.