Grant Baker: Backing Liam Lawson, Ferraris, Cancer & The $138M Exit

Grant Baker is one of those podcast guests where you may or may not know the name. But you most definitely know the brands he is behind!

He’s built companies, sold companies, backed big ideas, helped turn 42 Below from a boutique business into a behemoth, had a hand in turning Turners into one of New Zealand’s most recognisable brands, and along the way has collected a fairly ridiculous number of Ferraris.

But this conversation, Grants first ever podcast, is about much more than money and cars.

Grant talks about growing up being told he was never going to amount to much, dropping out of teachers’ college, learning sales, making and losing money, working for and with Eric Watson, surviving bowel cancer, helping Liam Lawson get to Formula One and why he is obsessed with Ferraris.

He’s blunt, funny, incredibly driven, and this episode is a masterclass in business, risk, resilience and backing yourself.

***

Massive thanks to my long‑term podcast sponsor, Generate.

Like a lot of Kiwis, I spent years saying, “I’ll look at my KiwiSaver account later.” Turns out later comes around faster than you think, and the decisions you make now could be the difference between counting every dollar in retirement or having the freedom to take that trip you've always talked about.

I switched my KiwiSaver account to Generate after they came on board, and honestly, I should’ve done it sooner.

They’re an award-winning KiwiSaver provider with strong long‑term performance. You can check out their latest returns online, or book a no‑obligation chat with one of their friendly advisers at https://www.generatewealth.co.nz/

No pressure, no judgement — they’re just there to help wherever you’re at in your investing journey.

The issuer of the scheme is Generate Investment Management Limited. You can view their Product Disclosure Statement and Financial Advice Provider information at generatekiwisaver.co.nz/disclosures.

Past performance does not guarantee future returns.

And just a reminder — I’m a podcast host, not a financial adviser. This is general information only, and I recommend getting expert advice before making any financial decisions. ***

0:00 Introduction: Business, ambition, and cars 1:20 Meeting Grant Baker: The man behind the brands 4:16 Writing the book: Reflecting on a life of deals 6:30 Daily routine and current board roles 10:40 The Turners journey and changing the brand 15:02 Creating the 'Tina from Turners' campaign 22:24 Early life, teachers' college, and lessons in sales 27:52 Working with Eric Watson and the Blue Star era 38:04 Mindset: The need to be doing something 44:24 Partnering with Jeff Ross and 42 Below 46:46 The $138M Bacardi exit and emotional relief 48:27 Battling bowel cancer during high-stakes deals 57:15 Foundational work: Gut health and clinical trials 1:08:27 Obsession with Ferraris and driving at speed 1:09:18 Backing Liam Lawson: From F1 fan to mentor 1:20:10 Investing in people: What Grant looks for 1:23:08 Fear of failure vs. hunger for success 1:25:55 The reality of entrepreneurial risk and worry 1:30:14 The importance of hard work and sacrifice 1:31:05 Proudest achievements and personal regrets 1:33:01 Extreme ownership and glass-half-full mindset 1:34:33 Views on emotion, crying, and vulnerability 1:36:04 Final reflections: Being a dependable provider