--- title: "Blogs for CEOs: Strategies, Leadership, and Growth | Luke Peters (3)" description: Luke Peters is an accomplished entrepreneur and the former CEO of NewAir, a company he founded in 2001 and grew from a garage startup to a thriving business with over $600 million in cumulative sales. His journey began in Fountain Valley, California, where he learned the value of hard work while working in his family’s donut shop for just 25 cents an hour. Under Luke's leadership, NewAir achieved significant milestones, including $80 million in sales in a single year and multiple placements on the Inc. 500 list. He successfully pivoted the company from a 100% B2C model to a multi-channel strategy, partnering with major retailers like Home Depot and Amazon. In mid-2021, after 20 years of dedication while retaining 100% of the stock, Luke sold NewAir in a mid-eight-figure deal . Today, he serves as a strategic CEO coach, leveraging his extensive experience to help other entrepreneurs navigate their paths to success. Luke is also a father of six and an avid surfer, embodying a balanced lifestyle that values both family and business. His story exemplifies the power of perseverance and innovation in achieving entrepreneurial success. (3) --- [![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 ![Luke Peters](https://www.apexceo.co/hubfs/7L7A3072_crop.jpeg) ### Luke Peters Luke Peters is an accomplished entrepreneur and the former CEO of NewAir, a company he founded in 2001 and grew from a garage startup to a thriving business with over $600 million in cumulative sales. His journey began in Fountain Valley, California, where he learned the value of hard work while working in his family’s donut shop for just 25 cents an hour. Under Luke's leadership, NewAir achieved significant milestones, including $80 million in sales in a single year and multiple placements on the Inc. 500 list. He successfully pivoted the company from a 100% B2C model to a multi-channel strategy, partnering with major retailers like Home Depot and Amazon. In mid-2021, after 20 years of dedication while retaining 100% of the stock, Luke sold NewAir in a mid-eight-figure deal . Today, he serves as a strategic CEO coach, leveraging his extensive experience to help other entrepreneurs navigate their paths to success. Luke is also a father of six and an avid surfer, embodying a balanced lifestyle that values both family and business. His story exemplifies the power of perseverance and innovation in achieving entrepreneurial success. # Blogs [![Working Around U.S. Tariffs: 6 Practical Strategies for Importers Selling Domestically](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Working%20Around%20US%20Tariffs%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20real%20or%20random%20people%20Ensure%20the%20style%20is-1.png)](https://www.apexceo.co/blog/working-around-u.s.-tariffs-6-practical-strategies-for-importers-selling-domestically-1) ## [Working Around U.S. Tariffs: 6 Practical Strategies for Importers Selling Domestically](https://www.apexceo.co/blog/working-around-u.s.-tariffs-6-practical-strategies-for-importers-selling-domestically-1) As of 2025, many U.S. businesses importing from China and other regions are facing tariff rates... [![The Apex CEO Exit Readiness Test: How I Built a Real-World Framework for Founders Preparing for Their Greatest Deal](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Apex%20CEO%20Exit%20Readiness%20Test%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20real%20or%20random%20people%20Ensure%20the%20style-1.png)](https://www.apexceo.co/blog/the-apex-ceo-exit-readiness-test-how-i-built-a-real-world-framework-for-founders-preparing-for-their-greatest-deal) ## [The Apex CEO Exit Readiness Test: How I Built a Real-World Framework for Founders Preparing for Their Greatest Deal](https://www.apexceo.co/blog/the-apex-ceo-exit-readiness-test-how-i-built-a-real-world-framework-for-founders-preparing-for-their-greatest-deal) When I sold my company to private equity, there was no roadmap for founder-CEOs. [![Why I Created the Apex CEO Exit Readiness Test: A Real-World Framework for Founders Ready to Maximize Their Exit](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20%20the%20Apex%20CEO%20Exit%20Readiness%20Test%20A%20RealWorld%20Framework%20for%20Founders%20Ready%20to%20Maximize%20Their%20Exit%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20an.png)](https://www.apexceo.co/blog/why-i-created-the-apex-ceo-exit-readiness-test-a-real-world-framework-for-founders-ready-to-maximize-their-exit) ## [Why I Created the Apex CEO Exit Readiness Test: A Real-World Framework for Founders Ready to Maximize Their Exit](https://www.apexceo.co/blog/why-i-created-the-apex-ceo-exit-readiness-test-a-real-world-framework-for-founders-ready-to-maximize-their-exit) When I sold my company to private equity, I was shocked by how little practical guidance existed. [![Unlocking the Potential of Expert Networks: A Consultant’s Guide](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Unlocking%20the%20Potential%20of%20Expert%20Networks%20A%20Consultants%20Guide%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20real-1.png)](https://www.apexceo.co/blog/unlocking-the-potential-of-expert-networks-a-consultants-guide) ## [Unlocking the Potential of Expert Networks: A Consultant’s Guide](https://www.apexceo.co/blog/unlocking-the-potential-of-expert-networks-a-consultants-guide) More consultants are tapping into expert networks as a flexible, high-paying way to monetize their... [![How Tariffs Are Slowing PE Investments and Hurting Small Business Exits](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20How%20Tariffs%20Are%20Slowing%20PE%20Investments%20and%20Hurting%20Small%20Business%20Exits%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20render-1.png)](https://www.apexceo.co/blog/how-tariffs-are-slowing-pe-investments-and-hurting-small-business-exits-1) ## [How Tariffs Are Slowing PE Investments and Hurting Small Business Exits](https://www.apexceo.co/blog/how-tariffs-are-slowing-pe-investments-and-hurting-small-business-exits-1) In 2021, I sold my company to a private equity firm. It was an $80M consumer brand with strong... [![Tariffs Are Back – What I Learned the Hard Way](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20image%20of%20Tariffs%20Are%20Back%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20real%20or%20random%20people%20Ensure%20the%20style%20is%20polished%20and%20natural-1.png)](https://www.apexceo.co/blog/the-apex-ceo-mindset-the-foundation-of-business-success-2) ## [Tariffs Are Back – What I Learned the Hard Way](https://www.apexceo.co/blog/the-apex-ceo-mindset-the-foundation-of-business-success-2) In 2001, NewAir started in a garage with no outside funding—just a couple of products and a vision.... 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