Chase Murdock
Works at Decada Group
Available tomorrow at 4:00 PM UTC
Questions? Start chatting with this coach before you get started.
About Chase
Chase Murdock is the CEO of Decada Group, a long-term holding company that acquires and operates small businesses with the intent to hold them indefinitely. Decada owns five operating companies across fine art education, bespoke suiting, accounting and finance, community platforms, and the construction trades. The firm is self-funded and operator-led, with no outside investors. Chase came up in a venture-driven environment and eventually chose a different path. Today his work centers on stewardship, sound judgment, and building businesses that compound over long arcs of time. Decada reflects that shift. Fewer bets. More responsibility. A bias toward durability over speed. Alongside Decada, Chase works through Patina Capital, his personal investment and advisory practice. He coaches and advises a small number of CEOs, founders, and business owners, often around moments of transition such as acquisitions, role changes, or periods of organizational strain. Chase is deeply involved in the Entrepreneurship Through Acquisition community and has completed multiple acquisitions himself. He has seen the model work well and fail badly, and brings a pattern-based, operator’s perspective to the work. He serves in governance and community leadership roles, writes and speaks about leadership and ownership, and spends as much time as possible outside with his son exploring Utah and traveling.
Why do I coach?
I coach because this work sits at the intersection of judgment, responsibility, and real stakes. Running a business is lonely. The decisions that matter most are often made with incomplete information, misaligned incentives, and no clean answers. I have benefited enormously from mentors and coaches who helped me slow down, see more clearly, and take responsibility for the long arc rather than the next move. My role as a coach is not to prescribe answers. It is to help leaders think clearly about what matters, identify true leverage, and navigate inflection points without rushing or hiding from hard tradeoffs. I am selective by design. I work best when I can build context, earn trust, and engage deeply over time. The leaders I enjoy working with take responsibility seriously and are willing to examine not just their business, but how the business fits into their life. I enjoy this work. It sharpens my own judgment and keeps me close to thoughtful operators doing meaningful things. When done well, the conversations are honest, challenging, and clarifying. That is where real progress happens.
Work Experience
Owner
Durable Finance
2024 - Present
Durable Finance is a financial operations firm built by operators, for business owners. We provide bookkeeping, controller services, and fractional CFO support to help small businesses gain clarity, control, and confidence in their numbers. Launched by Decada Group in 2024, Durable Finance was born from a simple belief: every business deserves clean financials and actionable insight. We’ve been in the owner’s seat, and we built the finance partner we always wished we had.
Owner
Durable
2024 - Present
Durable is Utah’s Business Commons — a community where 1,000+ business owners come together to build stronger companies. Through curated peer groups, private dinners, and meaningful events, we connect the people behind Utah’s businesses. Durable is a de novo community venture by Decada Group — built to strengthen Utah’s business community.
Owner
Northern Electric
2021 - Present
Northern Electric is a trusted electrical contractor with nearly three decades of experience powering residential and commercial projects. Since joining Decada Group in 2021, we’ve been focused on honoring its legacy while raising the bar for industry standards and delivering top-tier service to our community.
Owner
Workshop SLC
2021 - Present
Workshop SLC is a thriving community art school, offering thousands of students hands-on classes in watercolor, acrylics, oil painting, drawing, ceramics, and more. Since joining Decada Group in 2021, we’ve been on a mission to expand our reach and ignite creativity and artistic growth within our community. Our mission is simple: to create a space where artists of all levels can dive into their craft, push their boundaries, and find their voice.
CEO
Decada Group
2020 - Present
Decada Group is a Salt Lake City-based holding company committed to acquiring, growing, and stewarding small businesses for the long haul. We acquire great companies with untapped potential, driving strategic growth and operational excellence to create lasting value in our community. As a self-funded holding company, we’re independent and free from outside pressures—allowing us to place beloved community businesses on a long-term path without the constraints of short-term financial goals. Our mission is clear: to preserve and elevate exceptional businesses in Utah.
Treasurer, Board of Directors
GREENbike
2020 - Present
GREENbike is a nonprofit bike-share program dedicated to promoting sustainable transportation and reducing air pollution in Salt Lake City. As Treasurer, my role is to oversee financial strategy and ensure the organization’s long-term fiscal health.
Owner
Tailor Cooperative
2016 - Present
Tailor Cooperative is a luxury clothier built for those who value craft. TC specializes in custom suits, shirts, raw and selvedge denim, and handcrafted shoes and boots, along with a curated selection of sartorial goods. What started in 2016 as a passion project has become a durable, thriving business. This success laid the groundwork for the launch of Decada Group in 2020, where we apply the same playbook of dedication and precision to scaling small business.