--- title: Apex CEO Turnarounds description: "CEO-side operator for consumer products & distribution. 60–90-day full-P&L turnarounds: cash, margins, SG&A, inventory. For PE & founder-led companies." 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/) [Home](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) - [Contact](https://www.apexceo.co/contact) Free Strategy Call ![spark](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/hero-quote.svg) ## CEO-Side Turnarounds for Consumer & Distribution ## Your Path to CEO Success Stop cash bleed. Restore margins. Break-even in 60–90 days (full P&L). [Book a 30-min P&L triage](https://www.apexceo.co#one_to_one_meeting) [See the 60–90-day plan](https://www.apexceo.co/how-it-work) ![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) ## Built by You, Guided by ApexCEO to Success We focus on cash stabilization through 13-week cash planning and promo guardrails, raising gross margin by improving pricing and mix while fixing leakage and landed cost/freight issues, right-sizing SG&A by adjusting span of control and eliminating non-working spend, improving inventory and working capital through SKU rationalization, aged-stock actions, and tighter turns, and installing an execution cadence built on weekly rhythm, clear owners, and KPIs.   ### Cash Stabilization 13-week cash model, promo guardrails, burn reduction. ### Gross Margin Lift Pricing, mix, leakage fixes, freight + landed cost clarity. ### SG&A Right-Size Span of control, non-working spend reduction, accountability. [Schedule a Call](https://www.apexceo.co#one_to_one_meeting) [Discover our Approach](https://www.apexceo.co/how-it-work) # Turnaround Readiness Check # In 4 minutes, find out how prepared you are for a 60–90-day turnaround. ## Recent Results A consumer brand (~$20M) went from cash burn to break-even in a quarter with gross margin lifted through mix and pricing improvements. A distributor (~$30M) had SG&A right-sized, an aged-inventory plan implemented, higher turns, and a rebuilt outbound operation. A PE portfolio company gained SKU-level margin clarity, completed a full freight audit, and established tighter promo guardrails. ![arrow board](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/Vector(2).svg) #### Vision To inspire and guide CEOs and business leaders to unlock their full potential, leading their organizations with clarity, purpose, and strategic insight. ![mission icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/mission.svg) #### Mission Our mission is to provide transformative coaching experiences that help CEOs and leaders clarify their strategic goals, overcome challenges, and achieve sustainable success. ## I know Your Pain Points Who do you turn to for unbiased, real business advice? If you're facing cash flow issues, sales challenges, marketing questions, or supply chain disruptions, you may be receiving conflicting feedback from your advisors. I can help you put all the pieces together because I have been in your shoes. [The Key Business Levers To An Exit How do you decide which initiatives to focus on? Are you sure the company is working on the most important things (MITs)? Are you satisfied with your SWOT analysis and yearly planning goals? I dive deep into your goals. Read More](https://www.apexceo.co/blog/selling-your-business-your-1-business-strategy) [Its All About the EXIT CEO Coaching has the sole focus of being your 1:1 strategic advisor and getting you and your business performing in a way that best sets you up for a life-changing sale and exit.  Read More](https://www.apexceo.co/blog/the-road-to-private-equity-lessons-from-my-20-year-journey) [The Best Talent Network When you're building towards an exit, you need experts.  We bring in the best M&A professionals in accounting, legal, banking, and exit structure. Read More](https://www.apexceo.co/blog/the-power-of-hiring-experts-why-the-right-talent-is-always-worth-the-investment) ## Ongoing Support and Accountability for Long-Term Success At ApexCEO, we believe in a coaching process that not only guides you toward your goals but also provides continuous support and accountability to ensure your long-term success. 01 ### Initial Consultation We begin with a comprehensive consultation to understand your current challenges, goals, and the unique aspects of your leadership style. This step sets the foundation for a tailored coaching experience. 02 ### Goal Setting Together, we establish clear, actionable goals that align with your vision for your business and personal growth. These goals become the benchmarks for measuring progress throughout our coaching journey. ![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 ### Personalized Plan Based on your goals, we develop a personalized coaching plan that addresses your specific needs. This plan is designed to provide you with the strategies, tools, and insights necessary to achieve your objectives. 04 ### Coaching Sessions Our coaching sessions are where the real transformation happens. Through regular, focused sessions, we work on developing your leadership skills, solving business challenges, and driving your strategic initiatives forward. 05 ### Celebrating Success Success is not just about reaching the destination; it's about acknowledging the journey. We take time to celebrate your achievements, reflect on the progress made, and set new goals to continue your growth. ![news icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/news.png) #### One To One Meeting ## Unlock Next-Level CEO Strategies: 15-Minute Program Insight Session Limited to 5 CEO Clients: Ensuring Your Success Gets Our Full Focus [Schedule A Meeting](https://calendly.com/apex-ceo/15-minute-chat-with-luke) [Learn More About Apex CEO](https://www.apexceo.co/my-story) ![news 2 icon](https://www.apexceo.co/hubfs/raw_assets/public/apex/assets/images/shape/news-2.png) News & Blog ApexCEO Blog & News [![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) When I started my company in a garage, we had multiple offers to raise capital. Good offers.... --- 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 [![Seven Surprises That Smack New CEOs in the Face — And How to Beat Them](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Seven%20Surprises%20That%20Smack%20New%20CEOs%20in%20the%20Face%20%20And%20How%20to%20Beat%20Them%20with%20a%20drawing%20like%20and%20realistic-1.png)](https://www.apexceo.co/blog/seven-surprises-that-smack-new-ceos-in-the-face-and-how-to-beat-them-1) ## [Seven Surprises That Smack New CEOs in the Face — And How to Beat Them](https://www.apexceo.co/blog/seven-surprises-that-smack-new-ceos-in-the-face-and-how-to-beat-them-1) --- 03 December, 2025 By Luke Peters [View All Posts](https://www.apexceo.co/blog) × 💬 Ready to Turn Your Exit Dream into Reality? Contact **ApexCEO** Today ##### Pages - [FAQs](https://www.apexceo.co/faq) - [Terms and Conditions](https://www.apexceo.co/terms-and-condition) - [Privacy Policy](https://www.apexceo.co/privacy-policy) - [About Us](https://www.apexceo.co/about) - [My Full Story](https://www.apexceo.co/luke-peters) - [Private Equity CEO Support](https://www.apexceo.co/private-equity-ceo-business-coaching) - [Mastermind Group](https://www.apexceo.co/apexceo-ceo-mastermind-group-orange-county-ca) - [Guest Appearances](https://www.apexceo.co/blog/tag/podcast) - [Resources](https://www.apexceo.co/apexceo-ceo-mastermind-group-orange-county-ca) ##### Social - [Instagram](https://www.instagram.com/strategybyluke/) - [Linkedin](https://linkedin.com/in/luke--peters) - [Youtube](https://www.youtube.com/@StrategyByLuke) 120 Main Street, Suit 201. Huntington Beach CA 92648 [info@apexceo.co](mailto:info@apexceo.co) --- 2024 ApexCEO - All Rights Reserved × ```json { "@context" : "https://schema.org", "@type" : "WebSite", "description" : "Transform your business with ApexCEO's founder-led CEO advisory services. Get personalized insights and guidance for growth and exit strategies.", "name" : "Apex Ceo", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.apexceo.co/hubfs/1.4.png" }, "name" : "Apex Ceo" }, "url" : "https://www.apexceo.co/" } ```