Adam Peaty is heading into his Christmas wedding to Holly Ramsay with more than just table plans on his mind — the Olympic champion has been quietly constructing a business empire he hopes might one day rival that of his future father-in-law, Gordon Ramsay.
The 30-year-old swimmer, who is set to marry Gordon and Tana Ramsay’s 25-year-old daughter, has been pouring his energy into eight companies while navigating a tense fallout that has led him to bar all of his relatives except his sister Bethany from the ceremony.
Though he’s still far off Gordon’s estimated £180 million fortune, Adam has already crossed millionaire status, reportedly earning £1.4 million from media work last year alone. And he’s only getting started.
Alongside long-time training partner Ed Baxter, Adam has launched seven additional ventures under their AP brand — a growing operation that includes workshops, global swimming academies, and even a flagship centre in Saudi Arabia. Their website declares their ambition to become “the leading brand in the swimming world,” a goal they’ve been chasing since first teaming up in 2015.
The pair have expanded into merchandise, trademarked Adam’s personal mantra “Better Than Yesterday,” and launched a high-stakes international swimming competition, offering a £21,500 winner’s purse. The next meet will return to London’s Aquatics Centre in May 2026, with tickets ranging from £2 to VIP access.
Adam has also secured major ambassador roles with brands including Speedo, Visa, CUPRA and a luxury Jacuzzi company — a portfolio that places him firmly in the big-money influencer-athlete category.
Meanwhile, Holly has been building an empire of her own. In the lead-up to the wedding, the influencer has landed a wave of lucrative partnerships, with her agency Hypesight even adding her wedding details to her booking page as major fashion houses line up.
Her Instagram has been packed with high-profile collaborations: a bridal-themed Victoria’s Secret shoot, an Armani padel campaign, and a glossy Charlotte Tilbury dinner-party feature that showcased an entire table filled with cosmetics. Just days earlier, she unveiled her striking Victoria’s Secret lingerie images, prompting the brand itself to comment “Obsessed”.
Hypesight describes Holly as a “London-based tastemaker, mental health advocate and creative force in the kitchen,” crediting her for sparking meaningful conversations with her podcast 21 & Over and for her passion for sports culture, from F1 Academy to NFL and NBA.
With her Christmas wedding approaching and the luxury world watching closely, Holly’s influence — and income — appear to be rising rapidly. And while the Peaty family feud has cast a shadow over the nuptials, the couple’s dual ascent in business, branding, and social media has made this one of the most high-profile celebrity weddings of the season.
