Peter Done: The Businessman Behind Betfred and Peninsula

Introduction

Peter Done is a British businessman best known as the co-founder of Betfred and the founder and Group CEO of Peninsula. He started his working life without formal qualifications, helped open a small betting shop with his brother Fred Done, and later developed Peninsula into an international business-support company serving more than 150,000 organisations.

Who Is Peter Done?

Peter Eric Done is a businessman from Salford, Greater Manchester. His name is linked with two large British business stories: Betfred and Peninsula.

He and his older brother, Fred Done, opened their first betting shop in Salford in 1967. The business later became Betfred, one of Britain’s best-known privately owned betting companies. Peter then focused most of his time on Peninsula, a company providing HR, employment-law and health-and-safety support.

As of July 2026, Peninsula officially lists Peter Done as its Group CEO and Founder. Companies House also records him as an active director of Peninsula Business Services Group Limited and Peninsula Business Services Limited.

Peter Done Quick Facts

Fact	Verified information
Full name	Peter Eric Done
Born	February 1947
Birthplace	Salford, England
Nationality	British
Profession	Businessman and company founder
Current role	Group CEO and Founder of Peninsula
Known for	Co-founding Betfred and developing Peninsula
Brother	Fred Done
Education	Left school at 15 without formal qualifications
Main industry today	HR, employment law and business support

Peter’s full legal name, birth month, birth year and British nationality are recorded by Companies House. His Salford background and education were discussed in a detailed interview with the Manchester Evening News.

Early Life in Salford

Peter Done grew up in Ordsall, Salford, in a working-class family. He later described his childhood as difficult but explained that, at the time, it simply felt like normal life.

Peter and Fred attended Trafford Road School. Peter left education at the age of 15 with no formal qualifications and began working for a local bookmaker. Because he was too young to work inside the betting shop, he was given responsibility for adding figures in the credit office.

He calculated bets and winnings using pounds, shillings and pence without a calculator. This early work helped him develop practical financial skills that became useful throughout his business career.

His path shows that formal education is not the only way to gain business knowledge. Like the hands-on career described in Jeff Salmon’s entrepreneurial journey, Peter learned mainly through real work, customer contact and experience.

How Peter and Fred Done Started Their Business

Peter and Fred worked for bookmaker Ernie Peters while they were still young. They gained experience and eventually managed different betting shops.

Their biggest opportunity came after England won the 1966 FIFA World Cup. The brothers had backed England to win and used their proceeds to help open their first betting shop in Salford in 1967.

The early company was known as Done Brothers. It began with one shop but gradually expanded as the brothers learned how to attract and keep customers.

Peter explained that many betting shops provided poor customer service at the time. He and Fred tried to create a friendlier experience by treating customers with respect. Peter believed that customers who felt valued were more likely to return.

This simple idea became a lasting business principle: understand what customers dislike, then offer them something better.

The Growth of Betfred

Done Brothers expanded over several decades and became a major name in British bookmaking. In 2004, the company adopted the Betfred name and strengthened its online presence.

The brothers brought different strengths to the partnership. Fred became the more public face of the betting company, while Peter concentrated on sales, marketing and customer experience.

Peter later moved away from Betfred’s daily operations to focus on Peninsula. In a 2023 interview, he explained that he had not been involved in Betfred’s everyday management for about 25 years. He remained a major shareholder but said he was not a director.

Therefore, Peter Done should be described as a Betfred co-founder and shareholder, not as the person currently managing its daily business.

Readers interested in another British entrepreneur who developed a major company over several decades may also find Philip Meeson’s aviation leadership story useful.

Why Peter Done Created Peninsula

Peninsula developed from a difficult experience in the Done brothers’ betting business.

The company faced an employment tribunal and received advice that Peter believed was poor and expensive. The case reportedly resulted in a bill of about £9,000, including legal costs.

Peter and Fred saw a gap in the market. Many small companies needed professional HR and employment-law help but could not afford to employ their own full-time specialists.

They invested in a small advisory company that eventually became Peninsula. Peninsula’s official history uses 1983 as its foundation year, while Peter’s interview described a major investment and development stage in 1984. These references appear to cover different points in the company’s early formation.

The important point is that Peninsula was created to give smaller employers access to practical support that was normally available only to larger organisations.

The Coin Toss That Changed His Career

Peninsula did not become an immediate success. After several slow years, Peter and Fred needed to decide which brother would take control of the struggling company.

They reportedly settled the question by tossing a coin. Peter won the toss and moved into Peninsula. He then spent around six months travelling and personally selling the company’s services to potential customers.

Peter soon became convinced that the business had strong potential. What began as a temporary assignment became the main focus of his professional life.

The coin toss is one of the most memorable parts of his story, but luck alone did not build the company. Its growth came from identifying a clear customer problem, creating a repeatable service and continuing to improve it.

What Does Peninsula Do?

Peninsula provides support in areas such as:

• Human resources
• Employment law
• Health and safety
• Employee wellbeing
• Business insurance
• Workplace documentation
• HR software and digital tools

Its service is especially useful to small and medium-sized companies that may not have a large internal HR or legal department.

The company offers advice and practical support to help employers manage contracts, workplace disputes, absence, safety requirements and employment tribunals.

Peninsula now operates in the United Kingdom, the Republic of Ireland, Canada, Australia and New Zealand. Its official website says the group supports more than 150,000 companies worldwide.

The company reported turnover of approximately £425 million for the financial year ending March 2024. Peninsula says this increased by about 8% to approximately £460 million for the following financial year. These are company turnover figures, not Peter Done’s personal earnings.

More information about his present role is available through the official Peninsula profile.

Peter Done’s Current Role

As of July 2026, Peter Done remains officially identified as Peninsula’s Group CEO and Founder.

His work now centres on business services rather than the everyday operation of betting shops. He also comments publicly on entrepreneurship, employment law, workplace management and the challenges facing small businesses.

Peter’s role combines long-term ownership with active leadership. This is different from leaders who are brought in to manage an established company for a limited period.

Readers exploring different forms of international leadership can compare his founder-led approach with Maria Ramos and her global banking leadership.

BrightHR and the Move Into Digital Services

One important part of Peninsula’s development has been its move into workplace technology.

Peter has described BrightHR as an important part of the group’s future. The platform helps businesses manage tasks such as staff absence, holidays, documents and working hours.

The technology allows Peninsula to combine human advice with digital tools. This makes its services more useful to employers who want quick access to workplace information.

Peter said in 2023 that the company had spent millions developing the platform and hoped to expand its international use.

This development also shows how older companies can remain relevant. They do not always need to abandon their original service. Instead, they can use technology to deliver that service in a faster and simpler way.

The contrast between traditional and digital entrepreneurship can also be seen in Caz Milligan’s modern business journey.

Peter Done’s Business Approach

Peter Done’s career suggests several clear business principles.

Find a Real Problem

Peninsula began because the Done brothers experienced an employment-law problem themselves. They realised that many other employers were likely facing similar difficulties.

Focus on Customer Service

The brothers tried to improve the betting-shop experience by treating customers with respect. Peter later applied a similar service-based approach to Peninsula.

Understand the Numbers

Peter’s first job involved calculating betting ledgers. Even after becoming a company leader, he continued to place strong importance on understanding financial and performance figures.

Sell the Idea Personally

When Peninsula struggled, Peter did not wait for someone else to solve the problem. He went out and spoke directly with potential customers.

Build for the Long Term

Peninsula grew over several decades rather than through one sudden moment of fame. Its international expansion followed a business model that had already been tested in the UK.

These ideas can be applied across industries. They also connect with the long-term institution-building seen in Caroline Waldegrave’s leadership journey.

Peter Done and Fred Done

Peter and Fred Done have worked together since their first betting shop opened in 1967.

Peter has said that their partnership worked because they had different strengths. Fred was more comfortable as the public face of Betfred, while Peter focused strongly on marketing, sales and customer service.

They also gave each other freedom to lead separate parts of their business interests. Fred became closely connected with Betfred’s operation, while Peter became the driving figure behind Peninsula.

Peter said in 2018 that the brothers remained close and trusted each other when making major business decisions. Their partnership provides an example of how a family business can work when responsibilities are clearly divided.

Publicly Confirmed Family Information

In a 2018 interview, Peter said that he had been married to his wife, Anne, for 48 years. He also spoke publicly about having two children, both of whom had followed careers outside the main family businesses.

Because this information comes from a 2018 interview, it should be understood as a confirmed description of his family circumstances at that time rather than an automatically current update.

Peter has also publicly discussed his support for Manchester United. He said that he and Fred sometimes used football matches as informal opportunities to talk about business.

Tax Contribution and Public Position

Peter and Fred Done were placed first in the 2026 Sunday Times Tax List. Their combined estimated tax contribution was £400.1 million, with a large part connected to gambling duties associated with Betfred.

The figure is a combined estimate linked to the brothers and their business ownership. It should not be described as Peter Done’s individual income-tax payment.

Peter has publicly said that he and Fred intend to remain in Britain rather than move to a low-tax location. He argued that people who built their businesses in a country have a responsibility to contribute taxes there.

Charity and Community Support

Peninsula has also developed structured charity partnerships under Peter Done’s leadership.

The Peninsula Group Foundation states that the company raised £3 million for Royal Manchester Children’s Hospital between 2019 and 2023. The group later announced a further three-year commitment of at least £3 million for DEBRA UK, Air Ambulances UK and Together for Short Lives.

The programme combines company funding with employee fundraising and matched donations.

Peninsula also marked its 40th anniversary by offering £1 million of support to 400 small businesses, charities and start-ups.

Major Career Timeline

1947

Peter Eric Done was born in February 1947.

Early 1960s

He left school at 15 and started working for a local bookmaker.

1967

Peter and Fred Done opened their first betting shop in Salford after winning money from backing England in the 1966 World Cup.

1983–1984

The brothers established and invested in the employment-advice business that developed into Peninsula.

Late 1980s

Peter took control of the struggling Peninsula operation after a coin toss and began personally selling its services.

2004

Done Brothers adopted the Betfred name and expanded its digital presence.

2006

Peter’s directorship of Betfred Group Limited ended, although he continued to hold a major financial interest.

2010s

Peninsula expanded its business-support model across several international markets.

2023

Peninsula celebrated 40 years in business and announced £1 million of support for small companies and charities.

2026

Peter remained Group CEO and Founder of Peninsula, which reported supporting more than 150,000 companies worldwide. Peter and Fred also topped the 2026 Sunday Times Tax List.

What Makes Peter Done’s Story Important?

Peter Done’s story is important because he helped build two very different businesses.

Betfred grew in the consumer betting industry, where customers choose between competing brands. Peninsula grew in professional business services, where employers pay for advice, protection and long-term support.

Building successful companies in both areas required an ability to understand different customer needs.

His journey also challenges the idea that every business leader needs a university degree. Peter’s education came mainly from working, selling, solving problems and studying business figures.

However, his story should not be reduced to the idea that anyone can succeed without education. His achievements also required opportunity, family teamwork, calculated risks and many years of continuous work.

Frequently Asked Questions

Who is Peter Done?

Peter Done is a British businessman, the co-founder of Betfred and the founder and Group CEO of Peninsula.

What is Peter Done famous for?

He is famous for helping his brother Fred Done establish the betting business that became Betfred and for developing Peninsula into an international HR, employment-law and health-and-safety group.

What is Peter Done’s current job?

As of July 2026, he is officially listed as the Group CEO and Founder of Peninsula.

Is Peter Done still involved with Betfred?

He remains a major shareholder and may discuss important decisions with his brother. However, he said in 2023 that he had no day-to-day role and was not a Betfred director.

When was Peter Done born?

Companies House records his birth as February 1947.

Where is Peter Done from?

He is from Salford in Greater Manchester, England.

Who is Peter Done’s brother?

His brother is Fred Done, the chairman and public face closely associated with Betfred.

Did Peter Done attend university?

No verified source shows that he attended university. He left school at 15 without formal qualifications and learned through practical work.

Who founded Peninsula?

Peter and Fred Done established the company in 1983. Peter later became the main leader responsible for developing it.

What services does Peninsula provide?

Peninsula provides HR, employment-law, health-and-safety, employee-wellbeing and business-support services.

How many businesses does Peninsula support?

Its official website states that it supports more than 150,000 companies around the world.

How did Peter Done start Betfred?

Peter and Fred used proceeds from a successful bet on England winning the 1966 World Cup to help open their first betting shop in Salford in 1967. The company was first known as Done Brothers before becoming Betfred.

The company’s early milestones can be checked through the official Betfred history.

Conclusion

Peter Done is a British entrepreneur whose career connects two major companies: Betfred and Peninsula.

He began working as a teenager without formal qualifications, helped create a small family betting business and later turned his attention to a struggling employment-advice company. Under his leadership, Peninsula grew into an international group serving more than 150,000 organisations.

His story is not simply about a winning football bet or a lucky coin toss. Its deeper lesson is about recognising genuine customer problems, delivering a useful service and remaining committed long enough for a small idea to become a global business.