As Olympic champion Adam Peaty prepares to marry Holly Ramsay this Christmas, his path to the altar has been marked by both a bitter family rift and a determined drive to build a substantial business empire, seemingly inspired by his future father-in-law, Gordon Ramsay.
A Wedding Overshadowed by Family Strife
The 30-year-old athlete's upcoming nuptials to the 25-year-old daughter of TV chef Gordon and Tana Ramsay have been dramatically overshadowed by a family feud which has seen Adam disinvite all of his relatives, bar his sister Bethany, from the ceremony. Amid this personal fallout, Peaty has thrown himself into work, focusing on his burgeoning portfolio of eight companies.
Building a Business Empire
While he may be some way from matching Gordon Ramsay's estimated £180 million fortune, Peaty is already a successful entrepreneur. According to reports, he raked in £1.4 million last year from media work alone. His main venture is the AP company, formed with business partner Ed Baxter in 2019 after they began training together in 2015.
Through this entity, they have launched seven more startups, running training workshops and swimming academies, including a centre in Saudi Arabia. Their stated ambition is to build the 'leading brand in the swimming world'. The brand has a merchandise line and has trademarked Peaty's motivational slogan, 'Better Than Yesterday'.
One of their flagship initiatives is a high-stakes swimming competition offering a £21,500 prize to entrants globally. The next event is scheduled for May 2026 at London's Aquatics Centre, with tickets ranging from £2 to VIP packages. Peaty also serves as a paid brand ambassador for several major companies, including Speedo, Visa, CUPRA cars, and a jacuzzi manufacturer.
Holly Ramsay's Lucrative Pre-Wedding Deals
Meanwhile, his fiancée, Holly Ramsay, has been equally savvy in capitalising on the wedding buzz. Her talent agency, Hypesight, has added details of the nuptials to her booking page, and her Instagram feed has been filled with lucrative brand collaborations.
In the lead-up to the wedding, she has secured partnerships with Victoria's Secret, Armani, and Charlotte Tilbury. She recently shared a video for a Charlotte Tilbury collection and starred in a bridal-inspired campaign for Victoria's Secret. Holly has also collaborated with Armani for a padel-themed promotion.
Her agency describes her as a London-based tastemaker and mental health advocate, highlighting her podcast "21 & Over" and her passion for sport, including Formula One, NFL, and NBA. The agency's listing also notes the luxury industry's high anticipation for her Christmas wedding to the Olympic medallist.
As the couple count down to their big day, their focus appears split between personal celebration, navigating complex family dynamics, and aggressively expanding their respective commercial footprints in the public eye.
