Breakfast of Champions (NAMM Show 2013), Chuck Surack - Sweetwater Sound

Chuck Surack, president and founder of Sweetwater Sound, has raised the bar of customer service, marketing and technology in music products retail. During the economic downturn, he famously told his employees that he refused to participate in the recession, and he hasn’t had a down year yet. Joe Lamond, NAMM president and CEO, invites Chuck to discuss how he started Sweetwater Sound from the back of a van and built the company into the largest independent retailer in the industry—through its focus on customer service, training and empowering each salesperson; reinvesting back into the company; and always doing what's best for the organization and the customer.