Olympic swimmer Adam Peaty’s decision to join wife Holly Ramsay’s influencer management agency has sparked debate, but PR expert says it could be ‘smart evolution’ for the British star
Adam Peaty’s choice to sign up with Holly Ramsay’s influencer management company has got tongues wagging, with critics wondering if Britain’s Olympic swimming legend is straying too far from his athletic origins.
Yet PR guru Mayah Riaz reckons the switch isn’t the catastrophe some are painting it as, and might actually signal a shrewd career pivot as Adam capitalises on his nuptials 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.
“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 traditionally relied on tight family backing, though his recent marriage caused rifts within his clan, with just his sister Bethany showing up to witness the ceremony. Moving into a more refined, commercial environment inevitably shifts that story but carries inherent risks, reports the Mirror.
“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 agency selection is especially significant.
Holly Ramsay’s expanding influence in the digital sphere presents both possibilities and fierce examination, partly due to the prominence of the Ramsay brand.
On the Hypesight website, they referenced the wedding and described Adam as entering a “new era” where his athletic background meets a “quietly elevated sense of modernity”.
They also emphasised that Adam’s family remained “central to his narrative”.
“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, who’s known for his unwavering discipline and supremacy in the pool, it’s crucial that his shift into the influencer world feels genuine rather than contrived.
“To transition from Adam the Olympian to Adam the Influencer without losing fans, he needs to influence through authority, not aspiration. His followers admire him for his discipline, resilience and ability to perform under pressure. Brands that resonate with health, mindset, recovery and elite habits will feel natural. Anything too glossy or gimmicky will backfire quickly.”
There’s also been a buzz around Adam’s recent surname change after tying the knot, a personal choice that inevitably has public and commercial repercussions. Both Holly and Adam have decided to adopt the double-barrelled surname “Ramsay-Peaty”.
“As for the name change, the truth is it can be both romantic and strategic,” Mayah points out. “Love and branding aren’t mutually exclusive. In today’s celebrity world, personal decisions invariably have a commercial impact. What matters is the intention and timing. If the public perceives it as a genuine commitment rather than a money-making scheme, they’ll embrace it. If it comes across as overly polished or opportunistic, that’s when scepticism sets in.”
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