Our Team

Sam Peterson

Sam Peterson


Sam drives Boats Group’s technology vision and strategy, leading our global team of engineers and technology professionals to deliver a world-class shopping experience, leading value to our industry partners and big data insights to the recreational boating industry.

Before joining Boats Group, Sam spent time at two leading organizations – Overstock and Open English – leading technology and marketing teams. Sam’s career at Overstock began with software development (he was actually the first developer), and he quickly climbed to CTO where he became known for bringing the best out in his team, building Overstock into a technology powerhouse.

His vast expertise in software and product development, as well as extensive knowledge of ecommerce, makes him the ideal technology leader for Boats Group.

While Sam doesn’t spend much time on boats, he spends hours in the water. His passion lies in triathlons. Sam has completed four Ironman events and several Half Ironman events. His crowning achievement was competing in the Ironman World Championship in Kona, Hawaii. Sam lives by the Ironman motto: “Anything is Possible.”

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