Building Barrel Holdings: Peter Kang on Scaling and Exiting Agencies
In this episode of Retained Trust, host Karl Hughes speaks with Peter Kang, co-founder of Barrel and Barrel Holdings. Peter shares his 18-year journey in building a digital agency from the ground up, navigating the shift from generalist to e-commerce specialist, and eventually stepping away from daily operations. The conversation explores strategies behind launching new agencies, acquiring others, and managing leadership transitions. Peter offers grounded insights on financial structure, long-term sales planning, and why he believes in both holding and exiting businesses. Tune in for a tactical and honest discussion on what it takes to scale service businesses in a fast-evolving landscape.
Key Points From This Episode:
[00:00:00] Karl introduces Peter Kang
[00:00:45] Peter shares how Barrel began and evolved into a portfolio of agencies.
[00:03:54] How a niche "chose" them and why they pivoted toward e-commerce and Shopify.
[00:07:20] The importance of choosing scalable niches and avoiding red oceans.
[00:08:50] Lessons learned from W2-heavy hiring models and adopting a flexible team structure.
[00:13:40] How different acquisition strategies influence cultural and staffing decisions.
[00:15:27] Mistakes from the early Barrel years and how those lessons shaped BX Studio.
[00:18:04] Why agency founders underinvest in sales and marketing—and how to fix it.
[00:21:52] Peter’s transition out of Barrel and grooming internal leadership to succeed him.
[00:26:11] Why downturns can be healthy tests for new leadership.
[00:27:23] Experiences with hiring CEOs from outside the organization.
[00:31:07] How Peter and his co-founder formed Barrel Holdings and adapted their strategy.
[00:38:11] Platform risk, shifting tech trends, and how that shapes agency acquisition timelines.
[00:39:37] What makes a small agency attractive to a buyer like Barrel Holdings.
[00:43:33] Approaching seller expectations and early-stage valuation talks.
[00:47:04] Peter’s structured system for staying in touch and networking consistently.
[00:51:40] The book that helped Peter reshape his time horizon: 10x Is Easier Than 2x.
[00:53:05] Final thoughts on intentionality, long-term planning, and Peter’s latest content.
Links:
- Peter Kang on LinkedIn: https://www.linkedin.com/in/peterkang34/
- Barrel: https://www.barrelny.com/
- Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
- Production and editing by The Podcast Consultant: https://thepodcastconsultant.com
