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Escaped a Cult, Built Digital Empires, and Acquired a Motorcycle Business Turnaround
What you missed on How2Exit This week
Ronald Skelton
May 27, 2025
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E281: Escaped a Cult, Built Digital Empires, and Acquired a Motorcycle Business Turnaround
About the Guest:
Peter Graves is the embodiment of reinvention. From cult survivor to international motorcycle racer, tech entrepreneur, sailor, corporate VP, and now acquisition entrepreneur—his story reads like a movie script. He brings credibility and capability to the table, blending real-world riding experience with a deep command of e-commerce and systems. As interim CEO of his recently acquired dealership, Peter is using his diverse skill set to lead a digital transformation while laying the groundwork for a broader roll-up strategy in the powersports and e-commerce industries.
Summary:
Peter Graves' journey is anything but typical. From a cult-controlled childhood in London to becoming a successful motorcycle racer, digital entrepreneur, global sailor, and now acquisition entrepreneur, Peter’s path is a story of bold pivots and purposeful reinvention. In this episode of How to Exit, Peter shares how his passion for motorcycles and deep digital experience helped him acquire and now turn around a struggling motorcycle dealership with a thriving but under-leveraged e-commerce arm.
This episode is a masterclass in resilience, digital transformation, and how to build rapport with sellers by being the most credible and trustworthy buyer in the room. Peter offers insight not only into his dealmaking process but also into his vision for a synergistic group of businesses tied together by common values, systems, and operational excellence.
Key Takeaways:
Unique Origins – Peter’s early life in a cult provided a unique lens on authority and systems, shaping his independence and drive.
From Racer to CEO – A 15-year racing career, including a podium finish at Spa and a stint in Grand Prix, set the stage for his credibility in the motorcycle world.
Digital Expertise – After racing, Peter built a successful web and SEO agency with his wife in Cornwall, later applying these skills to e-commerce businesses.
Corporate Experience – His time as VP of E-commerce in the corporate world re-grounded him financially and strategically before jumping back into entrepreneurship.
The Deal That Landed – He acquired a distressed motorcycle dealership with strong e-commerce potential, proving that rapport, industry knowledge, and a steady hand often beat the highest bid.
Value in the Turnaround – The dealership was losing money due to mismanagement and poor systems. Peter’s focus: stabilize operations and digitize aggressively.
Strategic Growth – He’s building a group through Synergy Groups with other seasoned operators, aiming for bolt-ons, backend tech leverage, and long-term exit.
Vision for Exit – His goal is to create strategic value through integration and shared backend systems, making each acquisition more profitable and exit-ready.
Article:
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