Grant Baker: The Business of Going All In - 42 Below, Turners & Liam Lawson
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Why does Grant talk about buying Ferraris and the Enzo experience?
Well I think overall I bought a couple of hundred cars over the years. My real passion is Ferrari. Yeah, I've had fifty Ferraris now. I bought my fiftieth one this year. Ferrari have these these special cars like the Enzo, they call them F cars. And uh when I bought this Enzo, the Ferrari dealer said to me, Oh, you know, Ferrari, pretty interested you bought that Enzo. You should go to Marinella next week. And we go to this room and it's all sort of darkened off and all the smoke clears and there's the new La Ferrari. And I said, Oh now no, oh here. I'm gonna get one of these. He goes, Oh no. No, it's not that. But I said, Well I definitely would like it. And he goes, Well If things work out well, we'll let you know and you you'll pay a deposit.
And I said, Oh, so once I pay a deposit, then I've got it. Oh no. He goes, when we ask you for the second deposit, that's when you know you're gonna get it. So it didn't I didn't end up end up getting it, yeah. So I I got introduced to Liam by a guy called Grant Macdonald and he mentored Liam in the early days and gave him a scholarship to get into racing cars after go-karts. And then he went into Formula Ford and he won the New Zealand Formula Ford Championship. It was youngest in the world. I think he won it at fifteen. So Turner's put a lot of money into Liam. I've personally put some money in, plus lots of other people. They put money into him. And I think we would have raised out of New Zealand probably seven or eight million dollars, all sorts of things.
Money and it you know, his life is just so changed. You know, you go from being just a guy in New Zealand to being very world famous and it takes a lot to cope with that. He's still only 24. You know, I can go to the race in the car with him, so you go in through the gates and you pass park park where the Formula One drivers park and you sit in the pits and all that sort of stuff and it's just like I've done it quite a few times now so the thriller's slightly worn off but you know, first few times you did it you sort of can't believe it. Like, you know, you're in the pits there and there's Max Verstappen and it's just all these people then you're talking to 'em and you think, This is unreal, you know?
Real.
Grant Baker might be New Zealand's most relentless serial entrepreneur.
He built a vodka business in New Zealand, 42 Below, that sold for $138 million to an international company. He sold a fragrance company, Trilogy, for $205 million, and he's been the chairman at Turner's Automotive for the last sixteen years, and he also owns.
that business. And it all started right here in Hamilton with newspaper ads. There's plenty of stories in this one and you're going to love it.
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How did Grant become involved with young Kiwi racer Liam Lawson?
Seamus and I are also proud to be dressed by Barkers. Check out their range at Barkersonline.co.nz. Enjoy. Grant Baker, welcome to Between Two Bears. Yeah. Thank you very much.
Thanks for having me.
So who is Grant Baker? We've spoken to a few people to get their perception o of you. And I want to read uh the first one is your wife Donna. And I wanna read you what she said. Grant is a really good husband and father and an incredible provider. When I first met him in my early twenties, he was actually broke, but I knew he had something. He just got some sort of special source. He's super focused. Personality-wise, he's probably a four out of ten. He's never super high, but also never super low. I'm an eight out of ten, but that's cool, right? I see the real him, but not everyone does. He really is a good person, but he's got a real natural For surrounding himself with really good people. He finds people that work with him and he's so loyal.
He's a good bloke. But yeah, definitely a four out of ten though.
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Chapters
7 chapters
1
Why does Grant talk about buying Ferraris and the Enzo experience?
0:00–2:23
2
How did Grant become involved with young Kiwi racer Liam Lawson?
2:23–4:58
3
What early‑life experiences shaped Grant’s hustle (bike to work, family background)?
4:58–8:10
4
Why did Grant move to Papua New Guinea and work for P&G, and what did he learn there?
8:10–1:04:56
5
How did Grant’s experience with a breast‑cancer patient lead to founding a cancer charity?
1:04:56–1:21:51
6
Why did Grant and Steve create the Business Bakery venture capital fund?
1:21:51–1:48:10
7
What role did the Turners advertising campaign (the “Tina” song) play in building the brand?
1:48:10–2:07:31
Speakers
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