Hospitality Brand F1® Arcade Promotes Jonathan Peters to CEO as it Expands in Atlanta and Madrid

Published on December 8, 2025

F1® Arcade, the London-based experiential hospitality brand, has announced the promotion of Jonathan Peters to Chief Executive Officer (CEO), marking a significant milestone in the company’s expansion journey. As the business accelerates its global growth, this leadership change aligns with F1® Arcade’s ambitious plans for scaling up its operations across international markets.

A New Leadership Era for F1® Arcade

Jonathan Peters, who previously held the role of Global President, will now take the helm as CEO, steering the company through its next phase of expansion. The move comes as F1® Arcade’s founders, Adam Breeden and Diane Jervis, transition to non-executive director roles. While Breeden and Jervis step back from the day-to-day operations, they will continue to offer strategic support and guidance to the company’s overall direction.

In his new role, Jonathan Peters is set to lead F1® Arcade’s growth efforts as the brand capitalizes on strong investor backing and its well-established concept. The company’s international expansion strategy includes new openings in major cities like Atlanta and Madrid, alongside the global rollout of its smaller-format concept, F1®Box. These new ventures reflect the brand’s commitment to reaching a wider audience and enhancing its presence in both existing and new markets.

F1® Arcade’s Unique Hospitality Experience

F1® Arcade’s remarkable success is rooted in its unique blend of hospitality and entertainment. The concept, launched in London in 2022, merges the thrill of Formula 1 with immersive gaming experiences, offering a cutting-edge environment for socializing and entertainment. Since its debut, F1® Arcade has successfully expanded across the UK and the US, establishing multiple venues that continue to attract both locals and tourists alike.

As the company progresses into its scale-up phase, Jonathan Peters is keen to ensure that F1® Arcade continues to thrive and deliver exceptional experiences to its customers. Peters emphasized that the brand’s proven concept, along with its international expansion plans, provide a solid foundation for sustained growth. He expressed his excitement about leading the business at this pivotal time, stating that F1® Arcade is poised for an ambitious phase ahead.

Strong Financial Backing and Future Prospects

The company’s strong financial position has also been bolstered by a successful $130 million funding round in 2024, which has enabled F1® Arcade to further strengthen its senior team. Recent appointments across key areas like finance, marketing and human resources have set the stage for a focused and strategic growth trajectory.

Adam Breeden, one of the co-founders of F1® Arcade, praised Jonathan Peters for his leadership and vision, highlighting his exceptional ability to drive the business forward. Breeden noted that Peters had consistently demonstrated strong commercial clarity, which had played a key role in the company’s success since its inception. Breeden also expressed confidence that Peters would continue to lead F1® Arcade into its next phase of expansion, capitalizing on the solid foundation the team had built.

Stephen Murphy, the Chairman of F1® Arcade, also commented on Jonathan Peters’ appointment, stating that his strategic and operational expertise would be invaluable in the company’s efforts to expand in the UK, US and new international markets. With a robust pipeline of new openings and the first franchise sites in development, F1® Arcade is well-positioned to accelerate its global growth.

As F1® Arcade continues to push boundaries in the hospitality and entertainment sectors, Jonathan Peters’ leadership is set to play a pivotal role in shaping the company’s future. With an exciting roadmap ahead, F1® Arcade is primed to continue captivating audiences worldwide.