About.

I’m the CEO of Decada Group, a portfolio of diverse and eclectic small businesses in Salt Lake City. 

Decada operates as a holding company focused on acquiring and stewarding local businesses. Our strategy is simple: build a collection of diverse, captivating businesses we're passionate about and self-fund each acquisition. No outside investors, no IRR targets — just a multi-decade pursuit of turning good companies into great ones and great ones into legends.

Today, Decada Group owns and operates companies across a diverse set of industries, from fine art and bespoke suits to tiny home construction: Tailor Cooperative, Workshop SLC, Built By Design Construction, and Northern Electric.. 

When we acquire a business, it’s a baton pass, not a hostile takeover. We honor the retiring founder and celebrate their legacy. Then, we take the reins to write the next chapter. It’s one that goes beyond mere profitability — we aim to build compelling brands, become solid employers, and serve as community cornerstones. 

I’m a recovering venture capital-or-bust operator, once hell-bent on high growth and flashy exits. I’ve since ditched that rush for something deeper: a more deliberate and soulful approach to entrepreneurship. Quick bucks and moonshots have made way for craftsmanship and longevity.

My day-to-day is filled with conversations with retiring business owners, working alongside our portfolio company operators to fine-tune strategy and solve problems, and ongoing efforts to recruit great people to Decada. 

As a board member, I lend an ear and a voice to small business and nonprofits on the matters of growth, structure, and finance. Currently, I serve as the Treasurer for both the Utah Independent Business Coalition, and GREENbike, Utah's non-profit bike share program. 

I also write Local Legends, a newsletter that serves as roadmap for entrepreneurs focused on building a legacy, not just a balance sheet. It’s a focused exploration into the craft of acquiring and building small businesses. 

I live in downtown Salt Lake City with my son and enjoy a range of outdoor activities, from distance running and backpacking to skiing and sailing. You can find me on Twitter at @chasemurdock or subscribe to Local Legends. 

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