There are three new full-time additions to the Peaty\u2019s 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.<\/p>\n
The significant move comes as Peaty\u2019s is planning to double its footprint at its Wrexham HQ, as well as additional hires.<\/p>\n
\u201cIt\u2019s been good to welcome new faces to the brand,\u201d said Steve Peat. \u201cWith the warehouse expanding, we\u2019re building a great team in Wrexham. Adding Stu, Mike and Rob, increases our support for product development, our distributors, athletes and customers. I\u2019m excited to see what we can get to up with this crew and have a bit of fun along the way. Cheers.\u201d<\/p>\n
Mike Sanderson \u2013 Product Development
Mike Sanderson joins Peaty\u2019s 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 \u201chugely important.\u201d ![\"\"](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/12\/Mike-Sanderson.jpg\")
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His rider-first philosophy, deep product insight and commitment to innovation align perfectly with Peaty\u2019s mission to deliver high-performance products that make every ride better, said the firm.<\/p>\n
Mike Sanderson said: \u201cI\u2019m super excited to join the Peaty\u2019s team. I\u2019m a mountain biker at heart, and I\u2019ve always admired how Peaty never compromises on making products that actually help riders. I won\u2019t be able to keep up with the boys down a hill, but I think I\u2019ll do alright in the pub.\u201d<\/p>\n
Stuart Sampson \u2013 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.<\/p>\n
![\"\"](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/12\/Stu-Sampson.jpg\")
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Stuart Sampson said: \u201cHaving loved Peaty\u2019s products whilst working at Saddleback, the brand had an instant attraction to me\u2014not just for its environmental focus, but for its whole approach. The \u2018if you don\u2019t love it, don\u2019t do it\u2019 attitude truly runs through the business; the passion is unmistakable. The team has already achieved incredible things, and I\u2019m genuinely excited to see what comes next.\u201d<\/p>\n
Rob Sherratt \u2013 Head of Marketing
Following two years in motorsport with NAPA Racing UK, Rob Sherratt returns to the mountain bike world as Peaty\u2019s new Head of Marketing. Rob previously spent a decade as Global Marketing Manager for Nukeproof and also worked for Fox Racing.![\"\"](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/12\/Rob-Sherrat.jpg\")
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Rob Sherratt said: \u201cI\u2019m really pleased to be joining the team here at Peaty\u2019s. With the people here, the quality products, the community around the brand, and the core values behind it, Peaty\u2019s feels like the right place to be. Not going to lie, I\u2019m 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.\u201d<\/p>\n
Customer Operations Team Expansion
In addition, Peaty\u2019s has also strengthened its Customer Operations team to better support distributors and online channels. The team welcomes:
\u25cf Ieuan Lloyd, Warehouse Operations & Young\u2019ling
\u25cf Phil Jones, Warehouse Operations, van man, events host & stylist<\/p>\n
Additionally, Oli Pepper, co-founder of Morvelo Clothing, joins on a part-time basis to support the
growing graphic design needs of the business.<\/p>\n
Peaty\u2019s Wrexham HQ
To support ongoing growth, Peaty\u2019s 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\u2019re told).<\/p>\n