--- title: Business Performance Review for CEOs | ApexCEO description: Luke Peters helps established consumer-product and distribution CEOs identify the decisions holding back profit and growth through an independent business review. image: https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/person/person-vertical.jpg --- [![ApexCEO Logo](https://www.apexceo.co/hubfs/1.4.png)](https://www.apexceo.co/) - [Work With Me](https://www.apexceo.co/work-with-me) - [About](https://www.apexceo.co/about) - [Insights](https://www.apexceo.co/blog) [Discuss a Performance Review](https://www.apexceo.co/contact) ![spark](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/hero-quote.svg) # Find what's holding back profit and cash flow. For CEOs of $10M–$75M consumer-product and distribution businesses I’m Luke Peters. I founded NewAir and built it into a national appliance brand, with products sold through Home Depot, Lowe’s, and Best Buy. I sold the company to private equity in 2021. I personally review your numbers, operations, and leadership—and give you a clear plan for what to change. [Discuss a Performance Review](https://www.apexceo.co/contact) [See How the Review Works](https://www.apexceo.co/work-with-me#how-the-review-works) ![Luke Peters](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/person/primary-img.png) ![luke profile image](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/person/ceo-circle.png) Luke Peters ![dots](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/dots.svg) ## An Independent Look at What Matters Most. Your leadership team knows the business in detail. I bring an outside CEO's perspective, comparing financial and operating data with how decisions are made across the company. ### Profit and margins Which products, customers, and channels make money—and which erode it? ### Inventory and cash flow Where is cash tied up, and what is slowing the operation? ### People and priorities Are the right people accountable for the decisions that matter? [Discuss a Performance Review](https://www.apexceo.co/contact) [See How the Review Works](https://www.apexceo.co/work-with-me#how-the-review-works) ## Built a business. Made the hard decisions. I founded NewAir in 2001 and sold it to private equity in 2021. My experience covers manufacturing, retail, ecommerce, inventory, pricing, and building a leadership team. ![arrow board](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/Vector(2).svg) #### Work directly with Luke I review the data, speak with your leaders, and present the findings myself. ![mission icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/mission.svg) #### Leave with a plan Know what to change, why it matters, and where to start. ## Recognize any of these problems? Sales alone don’t tell you whether the business is getting stronger. [Profit isn't keeping pace. Sales are growing, but margins or cash flow are not improving as expected. See what I review](https://www.apexceo.co/work-with-me) [Growth is harder. Cash is tied up. Inventory, operating friction, and channel economics consume working capital while the next growth move becomes less obvious. See what I review](https://www.apexceo.co/work-with-me) [Leadership decisions are getting harder. The organization may need different roles, clearer accountability, or difficult changes. See what I review](https://www.apexceo.co/work-with-me) ## Six weeks. Clear findings. A practical plan. The Independent Business Performance Review identifies the one to three changes that deserve your attention first. 01 ### Review the numbers. Financials, margins, inventory, and operating data. 02 ### Talk with your leaders. Understand what is happening behind the results. ![WhatsApp Image 2024-09-28 at 04.47.49.jpeg](https://www.apexceo.co/hs-fs/hubfs/WhatsApp%20Image%202024-09-28%20at%2004.47.49.jpeg.jpg?width=612&height=408&name=WhatsApp%20Image%202024-09-28%20at%2004.47.49.jpeg.jpg "WhatsApp Image 2024-09-28 at 04.47.49.jpeg") ![chart left](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/chart-left.svg) ![chart right](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/chat-right.svg) ![chart bottom left](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/chart-bottom-left.svg) ![chart bottom right](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/chart-bottom-right.svg) ![ chart bottom ](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/chart-bottom.svg) 03 ### Find the real constraints. Test the explanations against the evidence. 04 ### Set the priorities. Recommend changes and estimate their financial impact where data allows. 05 ### Give your team a plan. Present the findings and a prioritized 12-month action plan. ## What leaders say about working with Luke. Experiences from advisory work and NewAir professional relationships. ![Adam Craft](https://www.apexceo.co/hubfs/Adam-Craft_2024-Headshot.webp) > Luke encouraged us to renegotiate with our factory—resulting in a meaningful price reduction and 90-day terms post-shipping. **Adam Craft**Founder & CEO of Elevated CraftExcerpt ![Joe Fijak](https://www.apexceo.co/hubfs/image003-1.jpg) > Above all, he is highly ethical and trustworthy—one of the best I’ve ever worked with. **Joe Fijak**Global Executive | Vice President/COO Leading Worldwide Profitability, Growth, Strategy & ExpansionExcerpt [Read more testimonials](https://www.apexceo.co/work-with-me#testimonials) ### Evaluating a portfolio company? For private equity sponsors, ApexCEO provides independent reviews of consumer-product and distribution portfolio companies, focused on opportunities to improve EBITDA, working capital, and management effectiveness. [For Private Equity](https://www.apexceo.co/private-equity-ceo-business-coaching) ![news icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/news.png) #### Branded distribution case study ## Lower costs. Cash burn eliminated. ### 15%+ reduction in SG&A. I helped ownership and the CEO align on staffing and expense changes, eliminating ongoing monthly cash burn. [**Read the branded distribution case study →**](https://www.apexceo.co/blog/consumer-products-financial-stability-case-study) A six-week review gives your team the findings and plan. Your team leads implementation. [Discuss a Performance Review](https://www.apexceo.co/contact) [About Luke Peters](https://www.apexceo.co/about) ### Start with a conversation. Tell me about your company and the performance issues or decisions you are facing. I will reply by email to discuss fit and arrange a time to talk. [Discuss a Performance Review](https://www.apexceo.co/contact) ![news 2 icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/news-2.png) News & Blog ApexCEO Blog & News ## [Branded Distribution Case Study: Lower Costs, Cash Burn Eliminated](https://www.apexceo.co/blog/consumer-products-financial-stability-case-study) **Branded consumer products & distribution · Case study** An established consumer-products business... --- 31 October, 2026 By Luke Peters [![Why I Never Raised Outside Money — and Why It Saved My Exit](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Why%20I%20Never%20Raised%20Outside%20Money%20%20and%20Why%20It%20Saved%20My%20Exit%20with%20a%20drawing%20like%20and%20realistic%20style%20like.png)](https://www.apexceo.co/blog/why-i-never-raised-outside-money-and-why-it-saved-my-exit) ## [Why I Never Raised Outside Money — and Why It Saved My Exit](https://www.apexceo.co/blog/why-i-never-raised-outside-money-and-why-it-saved-my-exit) --- 05 December, 2025 By Luke Peters [![How to Raise Prices Without Losing Your Best Customers](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20How%20to%20Raise%20Prices%20Without%20Losing%20Your%20Best%20Customers%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sk-1.png)](https://www.apexceo.co/blog/how-to-raise-prices-without-losing-your-best-customers) ## [How to Raise Prices Without Losing Your Best Customers](https://www.apexceo.co/blog/how-to-raise-prices-without-losing-your-best-customers) --- 04 December, 2025 By Luke Peters [View All Posts](https://www.apexceo.co/blog) A clearer view of what is holding your business back. Discuss a **Performance Review** Tell me about your company and the decisions you are facing. I will reply by email to discuss fit and arrange a conversation. [Discuss a Performance Review](https://www.apexceo.co/contact) ##### Explore - [Work With Me](https://www.apexceo.co/work-with-me) - [About](https://www.apexceo.co/about) - [Insights](https://www.apexceo.co/blog) - [Contact](https://www.apexceo.co/contact) - [FAQ & Resources](https://www.apexceo.co/faq) ##### Follow - [LinkedIn](https://linkedin.com/in/luke--peters) - [Podcasts](https://www.apexceo.co/blog/tag/podcast) [Luke@apexceo.co](mailto:Luke@apexceo.co) - [Privacy Policy](https://www.apexceo.co/privacy-policy) - [Terms and Conditions](https://www.apexceo.co/terms-and-condition) --- 2026 ApexCEO - All Rights Reserved × ```json { "@context" : "https://schema.org", "@type" : "WebSite", "description" : "Independent business performance reviews for established consumer-product and distribution businesses.", "name" : "ApexCEO", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.apexceo.co/hubfs/1.4.png" }, "name" : "ApexCEO", "url" : "https://www.apexceo.co/" }, "url" : "https://www.apexceo.co/" } ```