Sara Davies backs Adam Peaty’s swim brand

A UK-based swimming brand is set to accelerate its international expansion with investment from North East entrepreneur Sara Davies.

AP Race, co-founded by triple Olympic champion Adam Peaty OBE and his former training partner and British record holder Ed Baxter, has secured backing from Sara alongside investor Amit Aggarwal, who will also join as board chair. 

They say the investment will support the brand’s global growth ambitions, as it looks to scale beyond the UK, with Sara and Amit bringing insight and business acumen to “take it to the next level”.

Sara, who recently announced she was leaving the BBC programme Dragons’ Den to focus on business interests, said: “I’m beyond thrilled to invest in AP Race because I really believe in what the business does and what it stands for.

“Adam has all of the attributes that I look for in an entrepreneur – passion, vision and of course bucketloads of drive, while Ed is an exceptional operator and has already taken the company through several successful years of growth.

“I’m excited to be supporting him at the helm of this business as he takes it to the next level. 

“AP Race has a very exciting future ahead!”

Amit added: “Adam and Ed have created a really exciting proposition which starts at the grassroots and continues through to elite competition. 

“I look forward to supporting the team as they internationalise the business and build a global brand.”

Launched in 2019, AP Race began as a series of elite-level swim clinics, quickly expanding into a broader mission to transform competitive swimming. 

With Adam and Ed’s combined expertise, the brand has built a strong reputation for high-performance training.

Ed added: “After launching a multitude of projects across the UK, in 2024 we took a huge step and expanded into the international market. 

“Over the next few years, we have ambitions to grow our projects both domestically and internationally and, with our first successful investment raise and the addition of Amit to our board, we will be able to turn those visions into reality.”

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