---
title: "Blogs for CEOs: Strategies, Leadership, and Growth | Luke Peters (9)"
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. (9)
---
[](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
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
[](https://www.apexceo.co/blog/surviving-the-trade-war)
## [Surviving the Trade War](https://www.apexceo.co/blog/surviving-the-trade-war)
**How Consumer Product Brands Can Adapt to Rising Tariffs and Build a Resilient Business**
[](https://www.apexceo.co/blog/tariff-survival-playbook)
## [Tariff Survival Playbook](https://www.apexceo.co/blog/tariff-survival-playbook)
**Three Big Pivots for a $25M Consumer Brand Under Pressure**
[](https://www.apexceo.co/blog/consumer-product-launch-playbook)
## [Consumer Product Launch Playbook](https://www.apexceo.co/blog/consumer-product-launch-playbook)
**How to Maximize Profit Margins from Day One**
[](https://www.apexceo.co/blog/made-in-the-usa-the-overlooked-product-category-set-to-explode)
## [Made in the USA: The Overlooked Product Category Set to Explode](https://www.apexceo.co/blog/made-in-the-usa-the-overlooked-product-category-set-to-explode)
### Water & Indoor-Air Purification: A Founder’s Path to the Next High-Growth Platform
*(By Luke Peters,...*
[](https://www.apexceo.co/blog/the-7-traits-of-a-high-performance-ceo)
## [The 7 Traits of a High-Performance CEO](https://www.apexceo.co/blog/the-7-traits-of-a-high-performance-ceo)
**The Apex CEO Playbook**
[](https://www.apexceo.co/blog/giving-away-the-playbook-how-i-scaled-sold-and-built-a-framework-for-growth-1)
## [Giving Away the Playbook: How I Scaled, Sold, and Built a Framework for Growth](https://www.apexceo.co/blog/giving-away-the-playbook-how-i-scaled-sold-and-built-a-framework-for-growth-1)
I didn’t have a coach.I didn’t have a roadmap.I learned everything the hard way.
[First](https://www.apexceo.co/blog/author/luke-peters) [Prev](https://www.apexceo.co/blog/author/luke-peters/page/8) [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) [11](https://www.apexceo.co/blog/author/luke-peters/page/11) [Next](https://www.apexceo.co/blog/author/luke-peters/page/10) [Last](https://www.apexceo.co/blog/author/luke-peters/page/21)
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
×