Sir Peter has a vast amount of experience in growing and developing businesses.

He led the development as Chairman and Chief Executive of Reg Vardy plc from the early 1980s taking it from a single dealership operation in County Durham to one of the UK’s leading motor retailers before it was sold to Pendragon plc in February 2006. Since the sale, he has established The Vardy Group of Companies which includes Peter Vardy Limited and The Vardy Property Group.

Sir Peter is also Chairman of The Emmanuel Schools Foundation.

Simon has acquired a wealth of management experience across twenty years with leading companies such as Procter & Gamble, Mayborn plc and Animalcare Group plc.

After graduating from Trinity College, Cambridge and seven years service in the Army, Simon joined the Marketing Department of Procter & Gamble managing well known household brands in the United Kingdom & Europe and ultimately becoming a Marketing Director in the Global Babycare business. He then headed up the Sangenic division of Mayborn for five years, leading the international expansion of the nappy disposal system.   

In 2005 he took up the post of Managing Director of Yorkshire-based Ritchey and subsequently managed the acquisition of Animalcare Ltd and the flotation of the re-named company, Animalcare Group plc, on the AIM market. After five years in this role Simon stepped down to return to the North East.

Ian was formerly the Commercial Director of Hardy & Greys Limited, one of the world's most prestigious and well known fishing tackle companies.

During the ten years he worked for the company he played a key role in the development the Hardy, Greys and Chub brands whilst being responsible for managing their new product development process.

Prior to this, Ian enjoyed a highly successful career with Leeda Limited the UK’s largest wholesaler of fishing tackle.

Tony was formerly a key Product Manager for Hardy & Greys Limited and is also one of the UK's most well known and respected competition sea anglers.

He played a major role in establishing Greys as a leading brand in the sea fishing market and has been a regular contributor for Sea Angler magazine.

With over 20 years experience in the design and development of all types of fishing tackle products for global markets, he also has a sound engineering background and many years experience in the distribution and retail fishing tackle trade.

Martin Kelly is also a keen angler and has recently joined Sonik to head up International Sales, having previously worked for Hardy & Greys Ltd as International Sales and Marketing Director where he was responsible for the defining the  strategic direction and managing the international business which included the creation of  the Hardy & Greys German subsidiary company.

Prior to that, Martin headed up the Training & Development  division of Newcastle Building Society, following a career spanning 20 years with Black & Decker in various sales, marketing, general management and training roles, within the UK, Europe and the USA divisions.

Tim is a keen angler who over the years has successfully managed Fishing Tackle retail shops, Temples of Whitley Bay and Frasers Angling & Outdoors in North East England.

He has played an active part in introducing modern Kayak fishing to the North East coast.

Prior experience in sales management was achieved in his position at Cobra Group plc as Head of Administration at the Newcastle offices.