Founders Sam Cooper and Miles Watson of peax are bringing a bold and refreshing approach to commercial office fit-out.
Having both worked at Overbury together, they understand how to successfully run a business and deliver for their clients. They have the passion and expertise to deliver fit-out projects up to £2m, whilst bringing their performance beyond construction into working life. peax is focused on health and well-being, creating excitement within construction when the industry is facing a significant skills gap.
“Our goal is to make construction appealing to the next generation,” says Co-Founder, Sam Cooper. “One of our team members recently pointed out that none of his friends are considering careers in construction, and that’s telling. The tech sector has a massive pull, which is concerning for the future. Without fresh talent, the industry risks a shortfall as the older generation retires.”
By moving away from outdated norms and embracing a culture of health, wellness and innovation; peax is resonating with a generation focused on healthy living and fitness.
“The younger generation are all about balance. Fitness is a priority; they’re drinking less and training more. I see it even among students, who are now prioritising health over a typical nightlife. We want to harness that,” Sam adds. “Both Miles and I are passionate about fitness. Instead of meeting for a drink, we’ll meet for a run or a ride.”
peax has great foundations with the support of its sister company ROKA, which specialises in delivering projects within the education and MoD sectors.
Since Sam founded ROKA in 2017, he notes: “I started young and admittedly naïve, but it allowed me to bring a fresh perspective. Every misstep became a learning opportunity, helping shape the resilient, values-driven brand we have today. We’ve focused on building a strong culture, and that foundation is central to peax as well.”
Peax isn’t just another construction company, it’s a modern alternative with a clear commitment to breaking down industry barriers. “Construction has been slow to adapt,” says Miles. “The sector often sticks to outdated practices instead of exploring better ways to operate. We want to challenge that by embracing flexible working hours and using the latest technology, much like the tech industry. The work environments at companies like Google and Amazon are worlds apart from typical construction. Our vision is to bridge that gap.”
Beyond revolutionising the workplace for employees, peax is also rethinking client relationships, offering a high-touch, specialised service. “There’s a real market opportunity for projects under £2m, where large companies can’t compete due to high overheads,” Miles explains. “Our lean structure allows us to serve this segment with a bespoke service that others can’t match.”
With peax, Sam and Miles are blending construction with a passion for fitness and community. “Our network includes professional athletes from diverse sports, and we’ll be sponsoring them to grow our brand organically within the fitness community,” Sam shares. “Using sport to bring people together and inspire change in the construction industry is at the heart of what we’re doing.”
peax has recently signed its first athlete, Swiss triathlete Florin Parfuss, who will be racing around the globe in 2025. Florin will be attending peax Run Clubs, providing tuition to clients and attending peax events incorporating High Performance. This is just the start of the collaboration with athletes.
For peax, growth isn’t about size; it’s about sustainability. “We don’t aim to scale too quickly,” Sam clarifies. “There’s a risk of growing into an unwieldy, corporate entity with skyrocketing overheads. We’d rather be nimble and adaptable, a bit more like a speedboat than an oil tanker.”
Miles agrees, adding: “We’re here for the long term. By bringing in talented people, embracing the latest technology, and offering fair contracts and payment terms, we want to set an example of what’s possible in construction.”
With ROKA having just achieved a record year and new projects lined up in education and the defence sector, peax is poised to follow in its footsteps. Combining a commitment to wellness with a drive to build construction, peax is already building a legacy that promises to shape the industry’s future.
