--- title: "Blogs for CEOs: Strategies, Leadership, and Growth | Luke Peters (8)" 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. (8) --- [![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%20Practical%20Strategies%20for%20Importers%20Selling%20Domestically%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%20ran-1.jpeg)](https://www.apexceo.co/blog/working-around-u.s.-tariffs-6-practical-strategies-for-importers-selling-domestically) ## [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) **Tactics to Protect Margin, Cash Flow, and Competitiveness in a 100 %-Tariff World** [![Why I Created the Apex CEO Exit Readiness Test](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Exit%20Readiness%20Test%20for%20your%20business%20as%20CEOs%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-1.jpeg)](https://www.apexceo.co/blog/why-i-created-the-apex-ceo-exit-readiness-test) ## [Why I Created the Apex CEO Exit Readiness Test](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 [![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%20Surviving%20the%20Trade%20War%20for%20your%20business%20as%20a%20CEO%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch.jpeg)](https://www.apexceo.co/blog/how-tariffs-are-slowing-pe-investments-and-hurting-small-business-exits) ## [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) Why Founder-CEOs Must Adapt Now or Risk Missing Their Window [![The Apex CEO Mindset: The Foundation of Business Success](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Foundation%20of%20Business%20Success%20as%20a%20CEO%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%20Ensur.jpeg)](https://www.apexceo.co/blog/the-apex-ceo-mindset-the-foundation-of-business-success) ## [The Apex CEO Mindset: The Foundation of Business Success](https://www.apexceo.co/blog/the-apex-ceo-mindset-the-foundation-of-business-success) ### How to Cultivate the Mindset That Drives Resilience, Growth, and Long-Term Wins ## I. Executive... [![How to Craft an Irresistible Offer to Drive Business Growth](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Crafting%20an%20Irresistible%20Offer%20to%20Drive%20Business%20Growth%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%20ran.jpeg)](https://www.apexceo.co/blog/how-to-craft-an-irresistible-offer-to-drive-business-growth-1) ## [How to Craft an Irresistible Offer to Drive Business Growth](https://www.apexceo.co/blog/how-to-craft-an-irresistible-offer-to-drive-business-growth-1) ### Using the Apex CEO Playbook to Build a High-Conversion Offer ## I. Executive Summary Most CEOs don’t... [![Tariff Survival and Creative Ideas for a $30M Consumer Products Company](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20Tariff%20Survival%20and%20Creative%20Ideas%20for%20your%20company%20as%20a%20CEO%20with%20a%20drawing%20like%20and%20realistic%20style%20lik.jpeg)](https://www.apexceo.co/blog/tariff-survival-and-creative-ideas-for-a-30m-consumer-products-company-1) ## [Tariff Survival and Creative Ideas for a $30M Consumer Products Company](https://www.apexceo.co/blog/tariff-survival-and-creative-ideas-for-a-30m-consumer-products-company-1) **How One Mid-Sized Brand is Navigating Rising Costs and Finding New Growth** [First](https://www.apexceo.co/blog/author/luke-peters) [Prev](https://www.apexceo.co/blog/author/luke-peters/page/7) [6](https://www.apexceo.co/blog/author/luke-peters/page/6) [7](https://www.apexceo.co/blog/author/luke-peters/page/7) [8](https://www.apexceo.co/blog/author/luke-peters/page/8) [9](https://www.apexceo.co/blog/author/luke-peters/page/9) [10](https://www.apexceo.co/blog/author/luke-peters/page/10) [Next](https://www.apexceo.co/blog/author/luke-peters/page/9) [Last](https://www.apexceo.co/blog/author/luke-peters/page/21) Ready to Turn Your Exit Dream into Reality? 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