Peaty’s strengthens content team with Tommy Caldwell appointment

Peaty’s has appointed Tommy Caldwell as Media Creator.

The company said Caldwell, the creative force behind some of the most popular mountain bike edits of the past decade, will bring a wealth of experience and vision, as he is “no stranger to most of the MTB community”.

Caldwell previously worked for Dirt Magazine and Vital MTB RAWs, and produced feature films such as Slice of British Pie and Tea and Biscuits. With this background, Peaty’s believes Caldwell will help bring the brand, its athletes and its products to life.

“We are delighted to welcome Tommy’s passion, skills and creativity to Peaty’s. We’ve shared a few brews and shoots together over the past decade, with him freelancing, so we’re buzzing to continue this with the awesome crew we have here,” said Rob Sherratt, Head of Marketing. “With the team we have and our ongoing product development, the future at Peaty’s is looking exciting. Safe to say there will be a banger or two coming soon.”

Commenting on his appointment, Caldwell said: “After 12 or so years working for myself, the opportunity to be integrated into a solid and growing Peaty’s team was a welcome change and I’m keen to get stuck in and help build on the success they’ve already had.

“Their values are spot on and their people are clearly the best in the business. I’ve been riding bikes for over 20 years, worked with many top athletes across the globe and created some of the most impactful MTB videos out there, so it’s time to transfer some of that experience to Peaty’s and see what we can do.”

Last year, Peaty’s announced three new full-time additions to its team, including Mike Sanderson, Stuart Sampson and Rob Sherratt, bringing decades of MTB industry experience across product development, ecommerce, marketing and riding. The move came as Peaty’s planned to double its footprint at its Wrexham headquarters, alongside further recruitment.