Peter Lawford’s End Games Experience

Reflecting on his time with FEO’s End Games programme, Peter Lawford sums it up simply: “You don’t know what you don’t know.”


Created by entrepreneurs for entrepreneurs, the programme helps business owners make informed decisions about their company’s future - whether that means preparing for sale, succession, or sustainable growth.

Permission to Step Back

Peter initially joined End Games with the idea of preparing his business for a future sale. What he found, however, was something less expected but more meaningful.
 “End Games gave me permission to step back - and to realise that’s not a bad thing,” he explains. The programme encouraged him to look beyond the practicalities of exit planning - things like financial housekeeping and succession plans - and to think about his wider goals in life. The result? He discovered he didn’t actually want to sell at all.

From House DJ to Business Builder

Peter’s career began in the world of music. As a Hull University student during the early 90s house music scene, he was signed to the same label as The Charlatans and collaborated with Paul Oakenfold. He recalls “having an absolute blast” as a DJ and as a record producer, even contributing to soundtracks for cult films Trainspotting and Kevin and Perry Go Large.

By his mid-20s, family expectations steered him toward a more traditional career. He moved into recruitment, quickly progressing after confidently suggesting improvements to a managing director. As his career developed through a series of senior sales roles - eventually becoming UK Sales Director for Driver Hire, one of the UK’s largest franchisors - Peter came to appreciate how crucial sales is to leadership. “I realised that to lead an organisation effectively, you need to understand sales - I found I gained a huge amount of insight from working with so many different corporate clients,” he says.

A New Chapter: From Setbacks to Sirius Homecare

Later when, during his time as MD of a £50m+ recruitment group, the owner ignored his warnings about a major client risk - leading to redundancies - Peter was left questioning his next steps. Finding the right work in his mid-40s proved challenging, and it was his wife’s idea to start a care company that sparked a new direction.

They launched Sirius Homecare just as the pandemic began - a testing time that demanded every ounce of resilience. Today, the company supports around 120 clients and employs 70 staff, offering flexible, high-quality home care that helps people stay independent and out of residential care.

Peter says many of their staff are what he considers “paid volunteers” - people who want and deserve to be paid for their work, but who also do it because they genuinely care.


 “They’re here because they want to make a difference, and because they know we care about them too,” he explains. That culture of mutual respect and purpose underpins everything at Sirius Homecare, from how the team supports clients to how they support one another.

Sustainability and Growth

Peter now runs Sirius Homecare with the structure of a larger organisation - regular management meetings, clear KPIs, and a focus on accountability - balanced with a genuine family ethos. He has deliberately made himself “semi-redundant” in day-to-day operations, empowering his team to take ownership while he focuses on strategy and future innovation.

He’s currently studying AI leadership through Hull University, exploring how emerging technologies can support smarter, more sustainable business growth.

Reflecting on End Games, Peter says the experience reinforced the value of building a reliable team and making the business “easy to buy” - not necessarily to sell, but to ensure clarity, consistency and resilience. He recalls practical advice from fellow member Rob Brocklesby about making your business a clean fit for a consolidator, including the simple act of requiring staff to reverse into parking spaces - a standard policy in the industry Rob was in - “It’s the small details that show you’re thinking ahead.”

Joining FEO: Finding the Right Community

Peter joined For Entrepreneurs Only two years ago. Although he’s well known in Hull for his DJing days, most of his corporate career was spent in Leeds, London or in national roles. As a result, his local business network was relatively limited - until FEO came along.

“Meeting people through FEO has been great,” he says. “It’s given me the chance to connect with other business owners in Hull who understand the same challenges, especially around people and leadership. There’s a real sense of openness and support - everyone’s there to help each other succeed.”

Peter’s Advice for Fellow Entrepreneurs

“Don’t be afraid to change direction. Keep your team informed. And remember - it’s okay not to have all the answers.”

Peter credits End Games with helping him gain perspective, build confidence, and plan for the future on his own terms.


 “Whether you plan to sell or not,” he says, “the programme gives you clarity, structure, and a supportive network of people who really get it.”