--- title: "From Amateur to Pro: How I Transformed My Business and My Life" description: Learn how I scaled my company from hustle to private equity exit by shifting from amateur founder to professional CEO—with strategy, systems, and real leadership. image: https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20my%20business%20journey%20transformation%20of%20a%20Business%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20r-2.jpeg --- [![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 # From Amateur to Pro: How I Transformed My Business and My Life [Home](https://www.apexceo.co/) [Blog](https://www.apexceo.co/blog) From Amateur to Pro: How I Transformed My Business and My Life [![blog image](https://www.apexceo.co/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20my%20business%20journey%20transformation%20of%20a%20Business%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20animated%20or%20digitally%20renderedno%20r-2.jpeg)](https://www.apexceo.co/blog/from-amateur-to-pro-how-i-transformed-my-business-and-my-life) [By Luke Peters](https://www.apexceo.co/blog/author/luke-peters) May 21, 2025 I grew up in a big, chaotic household—six kids, constant noise, and zero structure. We made things work, but we weren’t exactly running on systems and routines. School wasn’t my thing either. I wasn’t the kid acing tests or following a mapped-out path. I figured things out as I went—and that “figure it out” mentality followed me into business. ## Starting Like an Amateur When I launched my first company out of my garage, I didn’t know what a purchase order was. I micromanaged everything. I didn’t delegate. I didn’t trust anyone else to take control. I thought leadership meant outworking everyone around me. Strategy? I had none. My game plan was simple: “Sell more stuff.” And for a while, it worked. Hustle got me to $10 million in revenue. But then it stopped working. Margins got tight. Cash flow was unpredictable. The team was frustrated, and so was I. I thought they should just “get it”—that they should know what I wanted without me saying it. I avoided meetings and coaching, assuming they were a waste of time. Why spend an hour talking when we could be working? The truth hit me hard: hustle doesn’t scale. Amateurs rely on effort. Pros build real businesses. --- ## What It Took to Go Pro![](https://www.apexceo.co/hs-fs/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20from%20amateur%20CEO%20to%20pro%20CEO%20business%20journey%20the%20transformation%20of%20My%20Business%20and%20My%20Life%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20sh-2.jpeg?width=417&height=238&name=Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20from%20amateur%20CEO%20to%20pro%20CEO%20business%20journey%20the%20transformation%20of%20My%20Business%20and%20My%20Life%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20sh-2.jpeg) Shifting from amateur to pro didn’t happen overnight. It was a series of decisions—each one forcing me to grow as a CEO. ### 1. I Built a Strategic Plan Instead of vague goals, I started working from clear roadmaps. Growth became intentional, not accidental. ### 2. I Started Trusting My Team I hired leaders. Real ones. Then I got out of their way and let them lead. That trust allowed them to step up—and freed me to focus on what mattered. ### 3. I Embraced Weekly 1:1s I stopped dodging meetings. Weekly 1:1s became my most important leadership tool. They aligned the team, built accountability, and created a stronger culture. ### ![](https://www.apexceo.co/hs-fs/hubfs/AI-Generated%20Media/Images/Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20from%20amateur%20CEO%20to%20pro%20CEO%20business%20journey%20the%20transformation%20of%20My%20Business%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20anim-1.jpeg?width=377&height=215&name=Create%20a%20highly%20detailed%20AIgenerated%20image%20of%20from%20amateur%20CEO%20to%20pro%20CEO%20business%20journey%20the%20transformation%20of%20My%20Business%20as%20a%20CEO%20founder%20with%20a%20drawing%20like%20and%20realistic%20style%20like%20a%20sketch%20with%20color%20If%20a%20person%20is%20included%20they%20should%20be%20anim-1.jpeg) ### 4. I Tracked KPIs I didn’t just look at revenue anymore. I tracked margins, cash flow, team performance—the metrics that actually drive long-term success. Data became my compass. The result? A more stable business, stronger team, and eventually—an exit to private equity. --- ## Why It Matters Through Apex CEO, I now help other CEOs make this same shift—from amateur operator to professional leader. I’ve seen what happens when a founder hits a wall and realizes the old playbook won’t take them to the next level. I’ve been there. And here’s the truth: - Amateurs micromanage. **Pros empower.** - Amateurs chase effort. **Pros chase outcomes.** - Amateurs wing it. **Pros build systems.** --- ## Ask Yourself This: **Are you running your business like a pro—or still winging it like an amateur?** If you’re serious about scaling—and not just grinding harder—it’s time to make the shift. It’s not easy. But it’s worth it. The sooner you build a business that doesn’t rely on brute force, the sooner you’ll get your time, freedom, and clarity back. Need help making that leap? I’ve walked this road—and I coach founders every week who are on the same path. Let’s talk. ![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... ### Recommended Articles - ``` (BlogPost: { "ab" : false, "abStatus" : null, "abTestId" : null, "abVariation" : false, "abVariationAutomated" : false, "absoluteUrl" : "https://www.apexceo.co/blog/the-business-of-story", "afterPostBody" : null, "aifeatures" : null, "allowedSlugConflict" : false, "analytics" : null, "analyticsPageId" : "183906526864", "analyticsPageType" : "blog-post", "approvalStatus" : null, "archived" : false, "archivedAt" : 0, "archivedInDashboard" : false, "areCommentsAllowed" : true, "attachedStylesheets" : [ ], "audienceAccess" : "PUBLIC", "author" : null, "authorName" : null, "authorUsername" : null, "blogAuthor" : { "avatar" : "https://47205836.fs1.hubspotusercontent-na1.net/hubfs/47205836/7L7A3072_crop.jpeg", "bio" : "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. 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On this episode of The Business of Story, Luke Peters shares his journey of taking NewAir from a garage startup to over $600 million in cumulative sales and executing a successful exit. As a seasoned entrepreneur, Luke explains why planning for an exit strategy should be a priority from day one—a step many founders overlook as they get consumed by daily operations.

\n

Key topics include:

\n\n

Luke’s insights provide a roadmap for entrepreneurs at any stage, offering practical advice to help you scale your business and prepare for a successful exit. Catch the full episode to hear his strategies and lessons learned.

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\n

Episode Notes: The Business of Story with Luke Peters

\n

Host: Park Howell
Episode Overview: Luke Peters shares his journey of building NewAir from a garage startup to a business generating $600M in cumulative sales. He explains the critical role of brand storytelling in achieving his company’s success and how he leveraged it for a highly profitable exit. Luke now coaches other entrepreneurs to scale their businesses, improve operations, and prepare for successful exits.

\n
\n

Key Highlights:

\n
    \n
  1. \n

    Luke’s Entrepreneurial Journey:

    \n\n
    2. \n
  2. \n

    Importance of Brand Storytelling:

    \n\n
    3. \n
  3. \n

    Key Challenges Overcome:

    \n\n
    4. \n
  4. \n

    Lessons for Entrepreneurs:

    \n\n
    5. \n
\n
\n

Key Takeaways:

\n\n
\n

Final Thoughts:

\n

Luke emphasizes the importance of creating a business that aligns with personal goals while remaining scalable and valuable to potential buyers. His experience demonstrates that successful entrepreneurship requires adaptability, strategic planning, and a focus on the long game.

\n
\n

Connect with Luke Peters:

\n\n

If you’re looking to scale or plan your exit, schedule a free call now!

", "head_html" : null, "post_body" : "

On this episode of The Business of Story, Luke Peters shares his journey of taking NewAir from a garage startup to over $600 million in cumulative sales and executing a successful exit. As a seasoned entrepreneur, Luke explains why planning for an exit strategy should be a priority from day one—a step many founders overlook as they get consumed by daily operations.

\n

Key topics include:

\n\n

Luke’s insights provide a roadmap for entrepreneurs at any stage, offering practical advice to help you scale your business and prepare for a successful exit. Catch the full episode to hear his strategies and lessons learned.

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\n

Episode Notes: The Business of Story with Luke Peters

\n

Host: Park Howell
Episode Overview: Luke Peters shares his journey of building NewAir from a garage startup to a business generating $600M in cumulative sales. He explains the critical role of brand storytelling in achieving his company’s success and how he leveraged it for a highly profitable exit. Luke now coaches other entrepreneurs to scale their businesses, improve operations, and prepare for successful exits.

\n
\n

Key Highlights:

\n
    \n
  1. \n

    Luke’s Entrepreneurial Journey:

    \n\n
    2. \n
  2. \n

    Importance of Brand Storytelling:

    \n\n
    3. \n
  3. \n

    Key Challenges Overcome:

    \n\n
    4. \n
  4. \n

    Lessons for Entrepreneurs:

    \n\n
    5. \n
\n
\n

Key Takeaways:

\n\n
\n

Final Thoughts:

\n

Luke emphasizes the importance of creating a business that aligns with personal goals while remaining scalable and valuable to potential buyers. His experience demonstrates that successful entrepreneurship requires adaptability, strategic planning, and a focus on the long game.

\n
\n

Connect with Luke Peters:

\n\n

If you’re looking to scale or plan your exit, schedule a free call now!

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On this episode of The Business of Story, Luke Peters shares his journey of taking NewAir from a garage startup to over $600 million in cumulative sales and executing a successful exit. As a seasoned entrepreneur, Luke explains why planning for an exit strategy should be a priority from day one—a step many founders overlook as they get consumed by daily operations.

\n

Key topics include:

\n\n

Luke’s insights provide a roadmap for entrepreneurs at any stage, offering practical advice to help you scale your business and prepare for a successful exit. Catch the full episode to hear his strategies and lessons learned.

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\n

Episode Notes: The Business of Story with Luke Peters

\n

Host: Park Howell
Episode Overview: Luke Peters shares his journey of building NewAir from a garage startup to a business generating $600M in cumulative sales. He explains the critical role of brand storytelling in achieving his company’s success and how he leveraged it for a highly profitable exit. Luke now coaches other entrepreneurs to scale their businesses, improve operations, and prepare for successful exits.

\n
\n

Key Highlights:

\n
    \n
  1. \n

    Luke’s Entrepreneurial Journey:

    \n\n
    2. \n
  2. \n

    Importance of Brand Storytelling:

    \n\n
    3. \n
  3. \n

    Key Challenges Overcome:

    \n\n
    4. \n
  4. \n

    Lessons for Entrepreneurs:

    \n\n
    5. \n
\n
\n

Key Takeaways:

\n\n
\n

Final Thoughts:

\n

Luke emphasizes the importance of creating a business that aligns with personal goals while remaining scalable and valuable to potential buyers. His experience demonstrates that successful entrepreneurship requires adaptability, strategic planning, and a focus on the long game.

\n
\n

Connect with Luke Peters:

\n\n

If you’re looking to scale or plan your exit, schedule a free call now!

", "postBodyRss" : "

On this episode of The Business of Story, Luke Peters shares his journey of taking NewAir from a garage startup to over $600 million in cumulative sales and executing a successful exit. As a seasoned entrepreneur, Luke explains why planning for an exit strategy should be a priority from day one—a step many founders overlook as they get consumed by daily operations.

\n

Key topics include:

\n\n

Luke’s insights provide a roadmap for entrepreneurs at any stage, offering practical advice to help you scale your business and prepare for a successful exit. Catch the full episode to hear his strategies and lessons learned.

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\n

Episode Notes: The Business of Story with Luke Peters

\n

Host: Park Howell
Episode Overview: Luke Peters shares his journey of building NewAir from a garage startup to a business generating $600M in cumulative sales. He explains the critical role of brand storytelling in achieving his company’s success and how he leveraged it for a highly profitable exit. Luke now coaches other entrepreneurs to scale their businesses, improve operations, and prepare for successful exits.

\n
\n

Key Highlights:

\n
    \n
  1. \n

    Luke’s Entrepreneurial Journey:

    \n\n
    2. \n
  2. \n

    Importance of Brand Storytelling:

    \n\n
    3. \n
  3. \n

    Key Challenges Overcome:

    \n\n
    4. \n
  4. \n

    Lessons for Entrepreneurs:

    \n\n
    5. \n
\n
\n

Key Takeaways:

\n\n
\n

Final Thoughts:

\n

Luke emphasizes the importance of creating a business that aligns with personal goals while remaining scalable and valuable to potential buyers. His experience demonstrates that successful entrepreneurship requires adaptability, strategic planning, and a focus on the long game.

\n
\n

Connect with Luke Peters:

\n\n

If you’re looking to scale or plan your exit, schedule a free call now!

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\n

Key topics include:

\n\n

Luke’s insights provide a roadmap for entrepreneurs at any stage, offering practical advice to help you scale your business and prepare for a successful exit. Catch the full episode to hear his strategies and lessons learned.

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\n

Episode Notes: The Business of Story with Luke Peters

\n

Host: Park Howell
Episode Overview: Luke Peters shares his journey of building NewAir from a garage startup to a business generating $600M in cumulative sales. He explains the critical role of brand storytelling in achieving his company’s success and how he leveraged it for a highly profitable exit. Luke now coaches other entrepreneurs to scale their businesses, improve operations, and prepare for successful exits.

\n
\n

Key Highlights:

\n
    \n
  1. \n

    Luke’s Entrepreneurial Journey:

    \n\n
    2. \n
  2. \n

    Importance of Brand Storytelling:

    \n\n
    3. \n
  3. \n

    Key Challenges Overcome:

    \n\n
    4. \n
  4. \n

    Lessons for Entrepreneurs:

    \n\n
    5. \n
\n
\n

Key Takeaways:

\n\n
\n

Final Thoughts:

\n

Luke emphasizes the importance of creating a business that aligns with personal goals while remaining scalable and valuable to potential buyers. His experience demonstrates that successful entrepreneurship requires adaptability, strategic planning, and a focus on the long game.

\n
\n

Connect with Luke Peters:

\n\n

If you’re looking to scale or plan your exit, schedule a free call now!

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

\n

Luke explains how scaling a business requires hiring the right talent, emphasizing that experienced professionals can play a critical role in accelerating growth. He also discusses his current ventures, which include product development and CEO coaching through Apex CEO, where he works with founders to innovate, scale, and prepare their businesses for future success.

\n

He stresses the importance of preparing a business for sale—even if a sale isn’t the immediate goal—as it strengthens operations and provides valuable insights. Luke’s perspective is rooted in years of hands-on experience, making his advice a must-hear for entrepreneurs looking to grow and optimize their businesses.

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\n

Episode Notes: Building and Selling a Multi-Million Dollar Business with Luke Peters

\n

Host:
Deanna Ralescu | Label Free Podcast

\n

This episode of the Label Free Podcast is packed with actionable insights for entrepreneurs and CEOs looking to scale their businesses and achieve long-term success.

\n
\n

Summary:
In this episode of the Label Free Podcast, host Deanna Ralescu talks with Luke Peters, entrepreneur, coach, and former CEO of NewAir. Luke shares his journey of scaling NewAir from a garage startup to a $600 million company with $80 million in annual revenue, and how he successfully exited the business with a mid-eight-figure deal. He also provides invaluable advice for entrepreneurs on scaling, hiring top talent, leveraging creativity, and preparing a business for sale—even if selling isn’t on the horizon.

\n
\n

Key Highlights:

\n\n

Key Takeaways:

\n
    \n
  1. Focus on Talent Early: Invest in hiring experienced and specialized talent sooner rather than later. Talent accelerates growth and helps solve problems more effectively.
    2. \n
  2. Identify and Dominate Niches: Seek out underserved markets where large competitors are less active. These niches often hold untapped opportunities.
    3. \n
  3. Prepare to Sell Your Business: Even if you don’t intend to sell, building a business that’s sale-ready (e.g., strong margins, solid leadership team, streamlined processes) makes it more resilient and valuable.
    4. \n
  4. Leverage External Expertise: Use coaches, advisors, and specialized consultants to gain new perspectives and uncover hidden opportunities in your business.
    5. \n
  5. Create a Strong Team Culture: Foster a supportive, fun, and collaborative work environment where employees feel valued and motivated to contribute.
    6. \n
\n

Final Thoughts from Luke Peters:
“Prepare your business for a sale, even if you don’t plan to sell. It forces you to strengthen your company, create systems that don’t depend on you, and build a resilient business. Whether you sell or not, you’ll be in a much stronger position to succeed on your terms.”

\n
\n

About Luke Peters:
Luke Peters is an accomplished entrepreneur and the founder of Apex CEO. After growing NewAir to $80M in annual revenue and selling the company, he now focuses on helping other entrepreneurs scale their businesses, develop innovative products, and prepare for successful exits.

\n
\n

Where to Connect with Luke Peters:

\n\n

If you’re a founder or CEO looking to scale your business or make it sale-ready, reach out to Luke Peters for strategic advice. Don’t forget to subscribe, follow, and share this episode with fellow entrepreneurs!

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

\n

Luke explains how scaling a business requires hiring the right talent, emphasizing that experienced professionals can play a critical role in accelerating growth. He also discusses his current ventures, which include product development and CEO coaching through Apex CEO, where he works with founders to innovate, scale, and prepare their businesses for future success.

\n

He stresses the importance of preparing a business for sale—even if a sale isn’t the immediate goal—as it strengthens operations and provides valuable insights. Luke’s perspective is rooted in years of hands-on experience, making his advice a must-hear for entrepreneurs looking to grow and optimize their businesses.

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\n

Episode Notes: Building and Selling a Multi-Million Dollar Business with Luke Peters

\n

Host:
Deanna Ralescu | Label Free Podcast

\n

This episode of the Label Free Podcast is packed with actionable insights for entrepreneurs and CEOs looking to scale their businesses and achieve long-term success.

\n
\n

Summary:
In this episode of the Label Free Podcast, host Deanna Ralescu talks with Luke Peters, entrepreneur, coach, and former CEO of NewAir. Luke shares his journey of scaling NewAir from a garage startup to a $600 million company with $80 million in annual revenue, and how he successfully exited the business with a mid-eight-figure deal. He also provides invaluable advice for entrepreneurs on scaling, hiring top talent, leveraging creativity, and preparing a business for sale—even if selling isn’t on the horizon.

\n
\n

Key Highlights:

\n\n

Key Takeaways:

\n
    \n
  1. Focus on Talent Early: Invest in hiring experienced and specialized talent sooner rather than later. Talent accelerates growth and helps solve problems more effectively.
    2. \n
  2. Identify and Dominate Niches: Seek out underserved markets where large competitors are less active. These niches often hold untapped opportunities.
    3. \n
  3. Prepare to Sell Your Business: Even if you don’t intend to sell, building a business that’s sale-ready (e.g., strong margins, solid leadership team, streamlined processes) makes it more resilient and valuable.
    4. \n
  4. Leverage External Expertise: Use coaches, advisors, and specialized consultants to gain new perspectives and uncover hidden opportunities in your business.
    5. \n
  5. Create a Strong Team Culture: Foster a supportive, fun, and collaborative work environment where employees feel valued and motivated to contribute.
    6. \n
\n

Final Thoughts from Luke Peters:
“Prepare your business for a sale, even if you don’t plan to sell. It forces you to strengthen your company, create systems that don’t depend on you, and build a resilient business. Whether you sell or not, you’ll be in a much stronger position to succeed on your terms.”

\n
\n

About Luke Peters:
Luke Peters is an accomplished entrepreneur and the founder of Apex CEO. After growing NewAir to $80M in annual revenue and selling the company, he now focuses on helping other entrepreneurs scale their businesses, develop innovative products, and prepare for successful exits.

\n
\n

Where to Connect with Luke Peters:

\n\n

If you’re a founder or CEO looking to scale your business or make it sale-ready, reach out to Luke Peters for strategic advice. Don’t forget to subscribe, follow, and share this episode with fellow entrepreneurs!

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

\n

Luke explains how scaling a business requires hiring the right talent, emphasizing that experienced professionals can play a critical role in accelerating growth. He also discusses his current ventures, which include product development and CEO coaching through Apex CEO, where he works with founders to innovate, scale, and prepare their businesses for future success.

\n

He stresses the importance of preparing a business for sale—even if a sale isn’t the immediate goal—as it strengthens operations and provides valuable insights. Luke’s perspective is rooted in years of hands-on experience, making his advice a must-hear for entrepreneurs looking to grow and optimize their businesses.

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\n

Episode Notes: Building and Selling a Multi-Million Dollar Business with Luke Peters

\n

Host:
Deanna Ralescu | Label Free Podcast

\n

This episode of the Label Free Podcast is packed with actionable insights for entrepreneurs and CEOs looking to scale their businesses and achieve long-term success.

\n
\n

Summary:
In this episode of the Label Free Podcast, host Deanna Ralescu talks with Luke Peters, entrepreneur, coach, and former CEO of NewAir. Luke shares his journey of scaling NewAir from a garage startup to a $600 million company with $80 million in annual revenue, and how he successfully exited the business with a mid-eight-figure deal. He also provides invaluable advice for entrepreneurs on scaling, hiring top talent, leveraging creativity, and preparing a business for sale—even if selling isn’t on the horizon.

\n
\n

Key Highlights:

\n\n

Key Takeaways:

\n
    \n
  1. Focus on Talent Early: Invest in hiring experienced and specialized talent sooner rather than later. Talent accelerates growth and helps solve problems more effectively.
    2. \n
  2. Identify and Dominate Niches: Seek out underserved markets where large competitors are less active. These niches often hold untapped opportunities.
    3. \n
  3. Prepare to Sell Your Business: Even if you don’t intend to sell, building a business that’s sale-ready (e.g., strong margins, solid leadership team, streamlined processes) makes it more resilient and valuable.
    4. \n
  4. Leverage External Expertise: Use coaches, advisors, and specialized consultants to gain new perspectives and uncover hidden opportunities in your business.
    5. \n
  5. Create a Strong Team Culture: Foster a supportive, fun, and collaborative work environment where employees feel valued and motivated to contribute.
    6. \n
\n

Final Thoughts from Luke Peters:
“Prepare your business for a sale, even if you don’t plan to sell. It forces you to strengthen your company, create systems that don’t depend on you, and build a resilient business. Whether you sell or not, you’ll be in a much stronger position to succeed on your terms.”

\n
\n

About Luke Peters:
Luke Peters is an accomplished entrepreneur and the founder of Apex CEO. After growing NewAir to $80M in annual revenue and selling the company, he now focuses on helping other entrepreneurs scale their businesses, develop innovative products, and prepare for successful exits.

\n
\n

Where to Connect with Luke Peters:

\n\n

If you’re a founder or CEO looking to scale your business or make it sale-ready, reach out to Luke Peters for strategic advice. Don’t forget to subscribe, follow, and share this episode with fellow entrepreneurs!

", "postBodyRss" : "

On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

\n

Luke explains how scaling a business requires hiring the right talent, emphasizing that experienced professionals can play a critical role in accelerating growth. He also discusses his current ventures, which include product development and CEO coaching through Apex CEO, where he works with founders to innovate, scale, and prepare their businesses for future success.

\n

He stresses the importance of preparing a business for sale—even if a sale isn’t the immediate goal—as it strengthens operations and provides valuable insights. Luke’s perspective is rooted in years of hands-on experience, making his advice a must-hear for entrepreneurs looking to grow and optimize their businesses.

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\n

Episode Notes: Building and Selling a Multi-Million Dollar Business with Luke Peters

\n

Host:
Deanna Ralescu | Label Free Podcast

\n

This episode of the Label Free Podcast is packed with actionable insights for entrepreneurs and CEOs looking to scale their businesses and achieve long-term success.

\n
\n

Summary:
In this episode of the Label Free Podcast, host Deanna Ralescu talks with Luke Peters, entrepreneur, coach, and former CEO of NewAir. Luke shares his journey of scaling NewAir from a garage startup to a $600 million company with $80 million in annual revenue, and how he successfully exited the business with a mid-eight-figure deal. He also provides invaluable advice for entrepreneurs on scaling, hiring top talent, leveraging creativity, and preparing a business for sale—even if selling isn’t on the horizon.

\n
\n

Key Highlights:

\n\n

Key Takeaways:

\n
    \n
  1. Focus on Talent Early: Invest in hiring experienced and specialized talent sooner rather than later. Talent accelerates growth and helps solve problems more effectively.
    2. \n
  2. Identify and Dominate Niches: Seek out underserved markets where large competitors are less active. These niches often hold untapped opportunities.
    3. \n
  3. Prepare to Sell Your Business: Even if you don’t intend to sell, building a business that’s sale-ready (e.g., strong margins, solid leadership team, streamlined processes) makes it more resilient and valuable.
    4. \n
  4. Leverage External Expertise: Use coaches, advisors, and specialized consultants to gain new perspectives and uncover hidden opportunities in your business.
    5. \n
  5. Create a Strong Team Culture: Foster a supportive, fun, and collaborative work environment where employees feel valued and motivated to contribute.
    6. \n
\n

Final Thoughts from Luke Peters:
“Prepare your business for a sale, even if you don’t plan to sell. It forces you to strengthen your company, create systems that don’t depend on you, and build a resilient business. Whether you sell or not, you’ll be in a much stronger position to succeed on your terms.”

\n
\n

About Luke Peters:
Luke Peters is an accomplished entrepreneur and the founder of Apex CEO. After growing NewAir to $80M in annual revenue and selling the company, he now focuses on helping other entrepreneurs scale their businesses, develop innovative products, and prepare for successful exits.

\n
\n

Where to Connect with Luke Peters:

\n\n

If you’re a founder or CEO looking to scale your business or make it sale-ready, reach out to Luke Peters for strategic advice. Don’t forget to subscribe, follow, and share this episode with fellow entrepreneurs!

", "postEmailContent" : "

On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

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On this episode of the Label Free Podcast, Luke Peters joins host Deanna Radulescu to share his journey of building NewAir from a garage startup to a company generating $600 million in sales over 20 years. Luke reflects on the challenges and lessons he learned along the way, including how he carved out a niche in the market by focusing on unique appliances like portable air conditioners and wine coolers—products not dominated by the major brands.

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\n

Luke explains how scaling a business requires hiring the right talent, emphasizing that experienced professionals can play a critical role in accelerating growth. He also discusses his current ventures, which include product development and CEO coaching through Apex CEO, where he works with founders to innovate, scale, and prepare their businesses for future success.

\n

He stresses the importance of preparing a business for sale—even if a sale isn’t the immediate goal—as it strengthens operations and provides valuable insights. Luke’s perspective is rooted in years of hands-on experience, making his advice a must-hear for entrepreneurs looking to grow and optimize their businesses.

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\n

Episode Notes: Building and Selling a Multi-Million Dollar Business with Luke Peters

\n

Host:
Deanna Ralescu | Label Free Podcast

\n

This episode of the Label Free Podcast is packed with actionable insights for entrepreneurs and CEOs looking to scale their businesses and achieve long-term success.

\n
\n

Summary:
In this episode of the Label Free Podcast, host Deanna Ralescu talks with Luke Peters, entrepreneur, coach, and former CEO of NewAir. Luke shares his journey of scaling NewAir from a garage startup to a $600 million company with $80 million in annual revenue, and how he successfully exited the business with a mid-eight-figure deal. He also provides invaluable advice for entrepreneurs on scaling, hiring top talent, leveraging creativity, and preparing a business for sale—even if selling isn’t on the horizon.

\n
\n

Key Highlights:

\n\n

Key Takeaways:

\n
    \n
  1. Focus on Talent Early: Invest in hiring experienced and specialized talent sooner rather than later. Talent accelerates growth and helps solve problems more effectively.
    2. \n
  2. Identify and Dominate Niches: Seek out underserved markets where large competitors are less active. These niches often hold untapped opportunities.
    3. \n
  3. Prepare to Sell Your Business: Even if you don’t intend to sell, building a business that’s sale-ready (e.g., strong margins, solid leadership team, streamlined processes) makes it more resilient and valuable.
    4. \n
  4. Leverage External Expertise: Use coaches, advisors, and specialized consultants to gain new perspectives and uncover hidden opportunities in your business.
    5. \n
  5. Create a Strong Team Culture: Foster a supportive, fun, and collaborative work environment where employees feel valued and motivated to contribute.
    6. \n
\n

Final Thoughts from Luke Peters:
“Prepare your business for a sale, even if you don’t plan to sell. It forces you to strengthen your company, create systems that don’t depend on you, and build a resilient business. Whether you sell or not, you’ll be in a much stronger position to succeed on your terms.”

\n
\n

About Luke Peters:
Luke Peters is an accomplished entrepreneur and the founder of Apex CEO. After growing NewAir to $80M in annual revenue and selling the company, he now focuses on helping other entrepreneurs scale their businesses, develop innovative products, and prepare for successful exits.

\n
\n

Where to Connect with Luke Peters:

\n\n

If you’re a founder or CEO looking to scale your business or make it sale-ready, reach out to Luke Peters for strategic advice. Don’t forget to subscribe, follow, and share this episode with fellow entrepreneurs!

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In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

\n

Luke started with nothing—earning 25 cents an hour in his family’s donut shop—and worked his way up to an $80M exit. But his story isn’t about hype. It’s about grit, smart decisions, and hard-earned lessons.

\n
\n

Episode Notes – Success for the Athletic-Minded Man feat. Luke Peters

\n

Title: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap

\n

Host: Jim Harshaw

\n

Guest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur

\n
\n

Overview:
Luke Peters didn’t stumble into success—he earned it. From humble beginnings working in his family’s donut shop to building and exiting an $80M company, Luke shares the real story behind what it takes to scale a business the smart way.

\n

In this episode, we dive deep into:

\n\n

Whether you're looking to scale, exit, or just stop being the bottleneck in your own business, this episode is packed with real talk and actionable insights.

\n

Whether you're grinding in year two or looking to exit in year fifteen, Luke’s story offers a blueprint few are willing to share. It’s tactical, honest, and packed with the kind of insight that only comes from being in the trenches.

\n
\n

Bonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action

\n

Follow Luke:

\n", "head_html" : null, "post_body" : "

In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

\n

Luke started with nothing—earning 25 cents an hour in his family’s donut shop—and worked his way up to an $80M exit. But his story isn’t about hype. It’s about grit, smart decisions, and hard-earned lessons.

\n
\n

Episode Notes – Success for the Athletic-Minded Man feat. Luke Peters

\n

Title: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap

\n

Host: Jim Harshaw

\n

Guest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur

\n
\n

Overview:
Luke Peters didn’t stumble into success—he earned it. From humble beginnings working in his family’s donut shop to building and exiting an $80M company, Luke shares the real story behind what it takes to scale a business the smart way.

\n

In this episode, we dive deep into:

\n\n

Whether you're looking to scale, exit, or just stop being the bottleneck in your own business, this episode is packed with real talk and actionable insights.

\n

Whether you're grinding in year two or looking to exit in year fifteen, Luke’s story offers a blueprint few are willing to share. It’s tactical, honest, and packed with the kind of insight that only comes from being in the trenches.

\n
\n

Bonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action

\n

Follow Luke:

\n", "topic_ids" : [ 183702519950 ], "html_title" : null, "rss_summary" : "

In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

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In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

\n

Luke started with nothing—earning 25 cents an hour in his family’s donut shop—and worked his way up to an $80M exit. But his story isn’t about hype. It’s about grit, smart decisions, and hard-earned lessons.

\n
\n

Episode Notes – Success for the Athletic-Minded Man feat. Luke Peters

\n

Title: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap

\n

Host: Jim Harshaw

\n

Guest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur

\n
\n

Overview:
Luke Peters didn’t stumble into success—he earned it. From humble beginnings working in his family’s donut shop to building and exiting an $80M company, Luke shares the real story behind what it takes to scale a business the smart way.

\n

In this episode, we dive deep into:

\n\n

Whether you're looking to scale, exit, or just stop being the bottleneck in your own business, this episode is packed with real talk and actionable insights.

\n

Whether you're grinding in year two or looking to exit in year fifteen, Luke’s story offers a blueprint few are willing to share. It’s tactical, honest, and packed with the kind of insight that only comes from being in the trenches.

\n
\n

Bonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action

\n

Follow Luke:

\n", "postBodyRss" : "

In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

\n

Luke started with nothing—earning 25 cents an hour in his family’s donut shop—and worked his way up to an $80M exit. But his story isn’t about hype. It’s about grit, smart decisions, and hard-earned lessons.

\n
\n

Episode Notes – Success for the Athletic-Minded Man feat. Luke Peters

\n

Title: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap

\n

Host: Jim Harshaw

\n

Guest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur

\n
\n

Overview:
Luke Peters didn’t stumble into success—he earned it. From humble beginnings working in his family’s donut shop to building and exiting an $80M company, Luke shares the real story behind what it takes to scale a business the smart way.

\n

In this episode, we dive deep into:

\n\n

Whether you're looking to scale, exit, or just stop being the bottleneck in your own business, this episode is packed with real talk and actionable insights.

\n

Whether you're grinding in year two or looking to exit in year fifteen, Luke’s story offers a blueprint few are willing to share. It’s tactical, honest, and packed with the kind of insight that only comes from being in the trenches.

\n
\n

Bonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action

\n

Follow Luke:

\n", "postEmailContent" : "

In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

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In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

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In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

\n

Luke started with nothing—earning 25 cents an hour in his family’s donut shop—and worked his way up to an $80M exit. But his story isn’t about hype. It’s about grit, smart decisions, and hard-earned lessons.

\n
\n

Episode Notes – Success for the Athletic-Minded Man feat. Luke Peters

\n

Title: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap

\n

Host: Jim Harshaw

\n

Guest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur

\n
\n

Overview:
Luke Peters didn’t stumble into success—he earned it. From humble beginnings working in his family’s donut shop to building and exiting an $80M company, Luke shares the real story behind what it takes to scale a business the smart way.

\n

In this episode, we dive deep into:

\n\n

Whether you're looking to scale, exit, or just stop being the bottleneck in your own business, this episode is packed with real talk and actionable insights.

\n

Whether you're grinding in year two or looking to exit in year fifteen, Luke’s story offers a blueprint few are willing to share. It’s tactical, honest, and packed with the kind of insight that only comes from being in the trenches.

\n
\n

Bonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action

\n

Follow Luke:

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In this episode of Success for the Athletic-Minded Man, host Jim Harshaw Jr. sits down with Luke Peters—entrepreneur, CEO coach, and founder of NewAir—to unpack the real journey behind building an 8-figure business from scratch.

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