Alex Roberts

COO, Forest Holidays


I am Alex Roberts, COO at Forest Holidays, owner and operator of environmentally sensitive cabins across Britain’s forests, where I lead all aspects of commercial and operational delivery, ancillary revenue and guest experience. Since I joined the company, we have tripled EBITDA and sold the business to Vitruvian-backed Sykes Cottages in 2022, resulting in a successful exit for Phoenix Equity.

Prior to this, I spent ten years at Great Rail Journeys, the UK’s leading provider of group rail holidays, as Group Marketing and Sales Director and part of the board. In my role, I successfully set up commercial operations, built the team and launched the business in the United States, which allowed us to lead the company through two leveraged buyouts (Primary Capital to ECI and ECI to Duke Street).

I’ll be drawing on these experiences to support PepTalks members in relation to:

  • Commercial and digital transformation
  • Effective exit preparation
  • Expanding to the US
  • Professionalisation and scaling through multiple rounds of PE

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