Peter Graves

Born in London to an (SES) cult family. Escaped that aged 12.
Regular UK school until 18.
Became a motorcycle racer at that point and did that for 15 years, including:

Early years, supported by different work roles, including Tele-marketing and IT roles. This helped me to build a professional race team and sponsorship packages.

• 1990: 5th in European SuperSport 600cc Championship.
• Trained with Kenny Roberts in California
• 1992: 500cc Grand Prix World Championships
• 1994: Inaugural Cadbury's Boost team on Ducati. Podium in British Superbikes on a private bike. Podium in Spa Francorchamps 24 hour World Endurance.
• 1995: Created the Cadbury's Boost Yamaha racing team.
• 1996: Atlantic Radio 252 Ducati team
• 1997: Contracted AML Leukaemia and missed half the season doing Chemotherapy.
• 1998: British Superbikes top privateer contender, Powerbike series multiple winner, 3rd overall, top non-factory bike.
• 1999: Created BT Phonecards Yamaha team with Ewan MacGregor and Charley Boorman. Multiple winner in British Championship races. Retired.

1997: onwards working in IT development projects, developer, database, BA and PM, contracting in London.
2001: Went to New Zealand, met wife Anna, bought boat and started seriously sailing, had a son (Sam), worked in IT Projects and then Engineering Sales. Sailing, fishing and diving.
2007: Returned to UK, started Digital agency in Cornwall. Grew to a team size of 10. Extensive Networking and developed a full-service digital offering, SEO, PPC, Ecommerce, wrote and offered digital training courses etc.

2013: Left to go sailing – put managers in the business. 3.5 years on board, from Athens (Greece) Europe to the US, Transatlantic, from Trinidad to Long Island via Margaritaville. Home-schooled our son.

2017: Returned to London, became an employee.
Fuller's Brewery (4 years), Managing digital projects & team, ecommerce, integrations, ERP, CRM, 400 websites.
2021: Moved to Mintel - Head of Ecommerce then VP of Ecommerce.

2023: Still had the self-employment bug, left Mintel to do M&A. HC in April 24. Started full time in June 2024. Partnering with Rob Richmond and Synergy Groups. Used all my digital experience and networking experience to build a pipeline of owner conversations. Much help from Ron and others.

2025 Feb: First Acquisition, M&P Direct Limited, a large motorcycle dealership and Ecommerce business. Obvious relevance to my past in terms of Motorcycling, Ecommerce and Digital marketing, Made myself Interim CEO. Company needs significant turnaround and we’re in the middle of that now.

Building out the group with Rob Richmond and a team of 4 other Shareholders, following the Synergy groups model to add value to the business.
Business is based in Swansea and Cardiff, South Wales, so lots of travel to and from London.