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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.
\nLuke 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.
\nEpisode Notes – Success for the Athletic-Minded Man feat. Luke Peters
\nTitle: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap
\nHost: Jim Harshaw
\nGuest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur
\nOverview:
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.
In this episode, we dive deep into:
\nWhether 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.
\nWhether 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.
\nBonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action
Follow Luke:
\nLinkedIn: Luke Peters
\nWebsite: Apex CEO
\nIn 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.
\nLuke 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.
\nEpisode Notes – Success for the Athletic-Minded Man feat. Luke Peters
\nTitle: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap
\nHost: Jim Harshaw
\nGuest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur
\nOverview:
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.
In this episode, we dive deep into:
\nWhether 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.
\nWhether 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.
\nBonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action
Follow Luke:
\nLinkedIn: Luke Peters
\nWebsite: Apex CEO
\nIn 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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\nLuke 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.
\nEpisode Notes – Success for the Athletic-Minded Man feat. Luke Peters
\nTitle: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap
\nHost: Jim Harshaw
\nGuest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur
\nOverview:
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.
In this episode, we dive deep into:
\nWhether 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.
\nWhether 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.
\nBonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action
Follow Luke:
\nLinkedIn: Luke Peters
\nWebsite: Apex CEO
\nIn 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.
\nLuke 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.
\nEpisode Notes – Success for the Athletic-Minded Man feat. Luke Peters
\nTitle: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap
\nHost: Jim Harshaw
\nGuest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur
\nOverview:
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.
In this episode, we dive deep into:
\nWhether 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.
\nWhether 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.
\nBonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action
Follow Luke:
\nLinkedIn: Luke Peters
\nWebsite: Apex CEO
\nIn 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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\nEpisode Notes – Success for the Athletic-Minded Man feat. Luke Peters
\nTitle: From 25¢/Hour to an $80M Exit – Luke Peters on Scaling Smart, Building Sellable Companies, and Skipping the Grind Trap
\nHost: Jim Harshaw
\nGuest: Luke Peters – Founder of NewAir, CEO coach, and 8-figure exit entrepreneur
\nOverview:
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.
In this episode, we dive deep into:
\nWhether 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.
\nWhether 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.
\nBonus:
Grab the free Action Plan from this episode (and all others) at JimHarshawJr.com/Action
Follow Luke:
\nLinkedIn: Luke Peters
\nWebsite: Apex CEO
\nIn 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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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.
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\nKey topics include:
\nLuke’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.
\n{% module_block module \"widget_0420eff7-b839-43ae-802b-3cc27542f909\" %}{% module_attribute \"child_css\" is_json=\"true\" %}null{% end_module_attribute %}{% module_attribute \"css\" is_json=\"true\" %}null{% end_module_attribute %}{% module_attribute \"label\" is_json=\"true\" %}null{% end_module_attribute %}{% module_attribute \"module_id\" is_json=\"true\" %}180100466200{% end_module_attribute %}{% module_attribute \"schema_version\" is_json=\"true\" %}2{% end_module_attribute %}{% module_attribute \"tag\" is_json=\"true\" %}\"module\"{% end_module_attribute %}{% module_attribute \"video_thumbnail_image\" is_json=\"true\" %}{\"size_type\":\"auto\",\"src\":\"https://47205836.fs1.hubspotusercontent-na1.net/hubfs/47205836/Luke-Peters-Horizontal.jpg\",\"alt\":\"\",\"loading\":\"lazy\",\"width\":850,\"height\":425,\"max_width\":850,\"max_height\":425}{% end_module_attribute %}{% module_attribute \"youtube_video_id\" is_json=\"true\" %}\"vBL9tJkDGOs\"{% end_module_attribute %}{% end_module_block %}\nEpisode Notes: The Business of Story with Luke Peters
\nHost: 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.
Luke’s Entrepreneurial Journey:
\nImportance of Brand Storytelling:
\nKey Challenges Overcome:
\nLessons for Entrepreneurs:
\nLuke 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.
\nIf you’re looking to scale or plan your exit, schedule a free call now!
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\nA seasoned business guide—someone who’s already navigated the road you’re on—can save you time, money, and years of frustration. They’ve seen the pitfalls. They know the shortcuts. And they’ll help you avoid the mistakes that stall most entrepreneurs.
\nWhen I was building my company, I tried to wear every hat. Sales, ops, marketing, finance—you name it. It slowed me down.
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\nAdvisors who knew the private equity world
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\nThey weren’t cheap. But they were worth every penny. Their insights helped me sell my company in 2021 in a mid-eight-figure deal. Without them, I’d still be guessing.
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\nFrodo had Gandalf
\nThe hero faces the challenge. But the guide provides the tools, wisdom, and plan to win.
\nIn business, you are the hero. But you still need a guide—especially when you're stuck, scaling, or preparing for a life-changing exit.
\nA great guide doesn’t just give advice—they deliver clarity, structure, and accountability. They help you:
\n✅ Scale with focus and efficiency
✅ Build a brand that customers love
✅ Streamline operations and improve margins
✅ Plan and prepare for your ideal exit
In short—they help you build the business you thought you were building when you started.
\nI’ve built, scaled, and sold a business. I know the pressure, the mistakes, and the lonely moments when you don’t know what to do next.
\nLet’s fix that.
\nIf you’re serious about growth—or ready to prepare for your dream exit—book a free strategy call with me today.
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\nGrow smarter
\nDiversify your revenue
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\nYou don’t need another “hack” or playbook.
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\nDiversify your revenue
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\nA seasoned business guide—someone who’s already navigated the road you’re on—can save you time, money, and years of frustration. They’ve seen the pitfalls. They know the shortcuts. And they’ll help you avoid the mistakes that stall most entrepreneurs.
\nWhen I was building my company, I tried to wear every hat. Sales, ops, marketing, finance—you name it. It slowed me down.
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\nCoaches who’d scaled businesses like mine
\nAdvisors who knew the private equity world
\nSpecialists who helped optimize EBITDA and prepare for sale
\nThey weren’t cheap. But they were worth every penny. Their insights helped me sell my company in 2021 in a mid-eight-figure deal. Without them, I’d still be guessing.
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\nLuke Skywalker had Obi-Wan
\nNeo had Morpheus
\nFrodo had Gandalf
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✅ Build a brand that customers love
✅ Streamline operations and improve margins
✅ Plan and prepare for your ideal exit
In short—they help you build the business you thought you were building when you started.
\nI’ve built, scaled, and sold a business. I know the pressure, the mistakes, and the lonely moments when you don’t know what to do next.
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\nTogether, we’ll map a clear path to:
\nGrow smarter
\nDiversify your revenue
\nBuild a valuable, sellable business
\nYou don’t need another “hack” or playbook.
You need a guide who’s actually done it.
Running a business isn’t easy. Between chasing growth, managing daily fires, and trying to build a standout brand—it’s no wonder so many business owners feel stuck.
\n\nThe truth? You don’t need to figure it out alone.
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\nAdvisors who knew the private equity world
\nSpecialists who helped optimize EBITDA and prepare for sale
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\nNeo had Morpheus
\nFrodo had Gandalf
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✅ Plan and prepare for your ideal exit
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\nDiversify your revenue
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\nYou don’t need another “hack” or playbook.
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\nCoaches who’d scaled businesses like mine
\nAdvisors who knew the private equity world
\nSpecialists who helped optimize EBITDA and prepare for sale
\nThey weren’t cheap. But they were worth every penny. Their insights helped me sell my company in 2021 in a mid-eight-figure deal. Without them, I’d still be guessing.
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\nNeo had Morpheus
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✅ Build a brand that customers love
✅ Streamline operations and improve margins
✅ Plan and prepare for your ideal exit
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\nGrow smarter
\nDiversify your revenue
\nBuild a valuable, sellable business
\nYou don’t need another “hack” or playbook.
You need a guide who’s actually done it.
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"updatedById" : 71325048, "upsizeFeaturedImage" : false, "url" : "https://www.apexceo.co/blog/why-every-small-business-needs-a-guide-learn-from-someone-whos-been-there", "useFeaturedImage" : true, "userPerms" : [ ], "views" : null, "visibleToAll" : null, "widgetContainers" : { }, "widgetcontainers" : { }, "widgets" : { } }) ``` [](https://www.apexceo.co/blog/why-every-small-business-needs-a-guide-learn-from-someone-whos-been-there) ### [Why Every Small Business Needs a Guide: Learn From Someone Who’s Been There](https://www.apexceo.co/blog/why-every-small-business-needs-a-guide-learn-from-someone-whos-been-there) - May 2, 2025 1:00:00 PM ### Popular Tags - [Business](https://www.apexceo.co/blog/tag/business) - [CEO Coach](https://www.apexceo.co/blog/tag/ceo-coach) - [Entrepreneur](https://www.apexceo.co/blog/tag/entrepreneur) - [Apex CEO](https://www.apexceo.co/blog/tag/apex-ceo) - [Business Coach Solutions](https://www.apexceo.co/blog/tag/business-coach-solutions) - [Business 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