APPOINTMENTS Job changes and updates from the trade
Mike Sanderson, Product Development, Peaty’s
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 brands such as Whyte and Privateer, as well as building brands including Calibre and Diamondback, creating bikes described by industry as “hugely important.”
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,” said Mike.
Stuart Sampson, Head of Ecommerce, Peaty’s
JOINING Peaty’s 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,” said Stuart.
Rob Sherratt, Head of Marketing, Peaty’s
FOLLOWING two years in motorsport with NAPA Racing UK, Rob Sherratt returns to the mountain bike world as Peaty’s Head of Marketing. Rob previously spent a decade as Global Marketing Manager for Nukeproof and worked for Fox Racing.
I’m really pleased to be joining the team at Peaty’s.
With the people here, the quality products, the community around the brand, and the core values, 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 on team ride outs, it could be a bit spicy,” said Rob.
Got an appointment you’d like to share?
Please send details to:
rsetters@datateam.co.uk
46 | January 2026
www.bikebiz.com
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