– UK, Liverpool – Applied Nutrition plc (LON: APN), a leading sports nutrition, health, and wellness brand, announced the appointments of Peter Cowgill and Deepti Velury Bakhshi to its Board as independent Non-Executive Directors, effective from 2nd June 2025.
Peter Cowgill will join the Audit & Risk Committee and the Nomination Committee, while Deepti Velury Bakhshi will join the Remuneration and Nomination Committees.
About Peter Cowgill
Peter Cowgill is a distinguished business leader with a proven track record in the retail and consumer sectors. He is best known for his 18-year tenure as Executive Chairman of JD Sports Fashion plc, during which he oversaw the significant growth and international expansion of the business, transforming it from a small UK retailer to a member of the FTSE 100 with more than 3,400 stores across 27 territories worldwide and revenues of over £10 billion. In 2021, he led JD Sports Fashion plc’s acquisition of a minority holding in Applied Nutrition and subsequently became a personal investor in the Group ahead of its IPO in 20242.
His strategic insight and commercial experience will be a strong asset to the Group. He is a Fellow Chartered Accountant.
Peter currently serves as Non-Executive Chair of The Fragrance Shop.
About Deepti Velury Bakhshi
Deepti Velury Bakhshi is currently CTTO at Epsilon, Publicis, where she is leading transformation initiatives focused on data, AI, and scalable marketing technology. Before joining Epsilon, she served as Chair of Tag Worldwide, following her tenure as Global COO, where she led the company’s transformation agenda – modernizing operations, technology, and global delivery to drive scale and efficiency. Earlier in her career, she led global transformation at Cushman & Wakefield and began her career in consulting at Accenture.
Deepti Velury Bakhshi brings to the Group a wealth of executive experience in global operations, leadership, marketing, and AI.
About Applied Nutrition plc
Applied Nutrition is a leading sports nutrition, health and wellness brand, which formulates and creates nutrition products with a stated aim of being the world’s most trusted and innovative brand in the market.
Headquartered in the UK, the Group sells products in over 85 countries worldwide and has a diverse product range, targeting elite athletes, gym goers, and health-conscious consumers. Applied Nutrition has developed and launched four ranges under the umbrella of the Applied Nutrition brand – Applied Nutrition, ABE, BodyFuel, and Endurance. Across the four ranges, the Group sells approximately 100 different products.
The Group’s success has been built on an exceptional product range developed in-house in Knowsley, Liverpool, by a team of experts, allowing products to be developed efficiently, delivering innovation to the market, keeping existing products up to date, and introducing products aligned with the latest trends.
The Group largely operates a global business-to-business (B2B) model, which has facilitated a low risk, highly cost-effective go-to-market strategy and has enabled strong, profitable growth in the UK, Europe and other international geographies. The business model and strategy has enabled the Group to become a fast-growing, highly profitable and cash generative global supplier in the sports nutrition, health and wellness market.
For more information: https://appliednutrition.uk/
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