F1 Arcade appoints new chief executive

London-based experiential hospitality brand F1® Arcade has promoted Jonathan Peters to chief executive as the business accelerates its international expansion.

Jonathan, formerly global president, will lead the next phase of growth as founders Adam Breeden and Diane Jervis move into non-executive director roles, continuing to support the company’s strategic direction while stepping back from daily operations.

Jonathan said: “F1® Arcade is entering a momentous new stage as a scale-up and I am excited to take up the chief executive role to lead the business through our most ambitious phase to date. 

“We have strong investor backing, a proven concept and a well-defined international expansion plan. 

“My focus now is on turning that opportunity into sustained growth. 

“I look forward to building on our huge achievements so far.” 

The announcement comes as F1 Arcade prepares new openings in Atlanta and Madrid, alongside the global rollout of its smaller-format concept, F1®Box. 

Backed by Formula 1 and Liberty Media, the business has already expanded across the UK and US with multiple venues since launching in London in 2022.

F1 Arcade has also strengthened its senior team with recent appointments across finance, marketing and people, underpinning ambitious growth supported by significant investment, including a $130 million funding round in 2024.

Adam Breeden, founder of F1® Arcade, added: “F1® Arcade has been an extraordinary journey, seeing the business grow from an idea into a category-leading brand with a clearly defined global roll out has been immensely rewarding. 

“Jonathan and I have been working together since the foundation of the business in 2020 and throughout this time he has consistently demonstrated outstanding leadership, commercial clarity, and a deep understanding of what it takes to drive the business forward. 

“He is exceptionally well placed to lead the next phase of growth as we capitalise on strong foundations we have built with a clear global expansion strategy.” 

Stephen Murphy, chairman of F1® Arcade, added: “Jonathan brings the strategic and operational capability needed for F1® Arcade’s next phase of expansion. 

“With a strong pipeline and the first franchise sites now in development, the business is in prime position to accelerate its growth in the UK, the US, and new international markets.” 

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