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John Peters is a former RAF Pilot and Gulf War POW, best-selling author, performance coach, speaker and writer.
John Peters came to the world’s attention in 1991 when, as a prisoner of war during Operation Desert Storm, his battered image was broadcast across global television screens. It became a defining symbol of Saddam Hussein’s aggression and an unforgettable moment in modern history.
His story is not simply one of war, but a deeply human account of resilience, courage and adaptability under extreme pressure. Captured, tortured and interrogated for seven weeks, John was pushed to the very edge of survival. Through raw honesty and moments of surprising humour, he shares how he found the strength to endure and ultimately rebuild — lessons that resonate far beyond the battlefield.
John’s powerful and moving presentations inspire audiences to confront fear, embrace change and lead with integrity, even in times of uncertainty. His story is both heart-wrenching and uplifting, reminding us of what it truly means to overcome adversity.
Following an outstanding RAF career as a Squadron Leader and Tornado pilot, John completed a Master’s in Business Administration and went on to lead a cultural change programme within the RAF that won the Flight International Aerospace Industry Award for Training and Safety. Since leaving the military, he has built a global reputation as a leadership consultant, executive coach and keynote speaker.
A Visiting Professor and former Chair of the Association of MBAs, John now works internationally with organisations to drive performance, trust and resilience. He is also a Trustee of the Royal Air Force Club, a Governor of Worcester Royal Grammar School, a Patron of KidsOut and a RAFA Ambassador.
John has delivered keynote speeches around the world, from following Nelson Mandela on stage in South Africa to addressing audiences alongside royalty and world leaders. He has authored two best-selling books, and the BAFTA-nominated documentary Tornado Down — based on his story — remains one of the most watched war documentaries ever made.
Audiences consistently describe John’s talks as powerful, emotional and inspiring. His blend of humility, humour and insight leaves people reflecting on what really matters, and ready to take on challenges with renewed purpose.
John demonstrates how leaders can navigate uncertainty with confidence, trust and adaptability. Using real-life examples, he shows how to inspire teams, make courageous decisions and lead effectively when outcomes are unclear.
Drawing on his experiences as a fighter pilot and POW, John explores how to stay focused, decisive and effective when the stakes are highest. Practical lessons help audiences perform at their best, even in high-pressure situations.
John Peters shares his extraordinary story of survival and recovery, showing how to develop resilience and mental toughness in the face of adversity. Audiences leave inspired to adapt, overcome challenges and stay strong under pressure.
John Peters reveals the mindset that allows fighter pilots to stay calm, focused and decisive under extreme pressure. Through gripping stories from his military career, he shares lessons on mental preparation, focus and performance that audiences can apply to leadership and everyday challenges.
Anyone who has had the privilege of listening to you speak cannot be anything other than impressed by your attitude to life and your determination, courage and integrity. Yours is a gripping and extremely moving story. Everyone to whom I have spoken since your presentation has unreservedly said that it was excellent.
I have recounted your speech to numerous friends and actually feel that I was inside that cockpit with you as you conducted your mission.
