It appears Adam Peaty is following in his wife’s footsteps after joining her management agency Hypesight who signs dozens of other influencers as he’s set to enter a “new era”
Adam Peaty has joined his wife Holly Ramsay’s influencer management agency(Image: Scott A Garfitt/Invision/AP)
Adam Peaty’s decision to join Holly Ramsay’s influencer management agency has sparked plenty of conversation, with some questioning whether Britain’s Olympic swimmer is drifting too far from his sporting roots.
But according to PR expert Mayah Riaz, the move is far from the disaster some have suggested, and could, if handled carefully, mark a smart evolution in Adam’s career as he cashes in on his wedding to Holly Ramsay, 26. “This move has raised eyebrows, but I don’t think it is the PR car crash some people are framing it as. From a brand perspective, Adam Peaty is not ‘ditching’ his family so much as professionalising his next chapter.
“Elite athletes often outgrow informal management structures, especially when their career is evolving beyond medals and into media, partnerships and long term brand building. Adam Peaty is at a crossroads many athletes face.
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Adam Peaty represented Team GB and holds Olympic gold medals(Image: PA)
“The medals are secured, now the legacy is being shaped. I believe if it’s done well, this could be a masterclass in reinvention. Done badly, it of course risks diluting one of Britain’s most respected sporting brands.”The 31-year-old has long been associated with a close-knit family support system, but his recent wedding sparked divide amongst his family, with only his sister Bethany in attendance.
Stepping into a more polished, commercial setup inevitably changes that narrative but does come with a risk. “The risk, of course, is perception. Family narratives sell because they feel authentic and the public can relate to them, so stepping away from that can look cold if it is not handled carefully.
“But the public is far more forgiving when the story is framed as growth rather than rejection. If Adam communicates gratitude and continuity, this becomes a smart evolution, not a betrayal.”
The choice of agency is particularly noteworthy. Holly Ramsay’s growing presence in the influencer world brings both opportunity and intense scrutiny, thanks in part to the weight of the Ramsay name.
In his description on the website – Hypesight – they referred to the wedding and said that Adam was stepping into a “new era” where his sports background meets a “quietly elevated sense of modernity”. They also said Adam’s family was “central to his narrative”.
Some have feared he may be leaving his sportsmanship behind(Image: Getty Images)
“Joining Holly Ramsay’s agency is interesting because it blends credibility with commercial savvy,” Mayah adds. “The Ramsay name opens doors, but it also comes with scrutiny. Adam has to be careful not to look like he has swapped sporting excellence for celebrity by association. The golden rule here is simple. His achievements must always come first, the influencing should feel like a by product, not the main event.”
For Adam, whose reputation has been built on relentless discipline and dominance in the pool, the transition into influencing will need to feel authentic rather than manufactured.
“To move from Adam the Olympian to Adam the Influencer without losing fans, he needs to influence through authority, not aspiration. His audience followed him for discipline, resilience and performance under pressure. Brands that align with health, mindset, recovery and elite habits will feel natural. Anything too glossy or gimmicky will backfire fast.”
There has also been attention on Adam’s recent name change following his marriage, a personal decision that inevitably carries public and commercial implications. Both Holly and Adam will now go by the surname “Ramsay-Peaty”.
Adam married wife Holly Ramsay on December 27(Image: Getty Images)
“As for the name change, the truth is it can be both romantic and strategic,” Mayah explains. “Love and branding are not mutually exclusive. In the modern celebrity landscape, personal decisions inevitably have commercial impact. What matters is intent and timing. If the public feels it reflects genuine commitment rather than a cash grab, it will be embraced. If it feels overly polished or opportunistic, that is when cynicism creeps in.”
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