Chase Murdock
Works at Patina Capital
Available tomorrow
Starting at 7:00 PM UTC
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About Chase
Through Patina Capital, my personal investment and advisory firm, I serve as counsel to a small number of CEOs and business owners: a standing thinking partner for the person in the seat, built on judgment rather than frameworks. The name is the thesis: a patina forms slowly, and what forms slowly lasts. That counsel draws on my own seat time. I'm the CEO of Decada Group, a self-funded holding company in Salt Lake City. We buy small businesses and hold them indefinitely, with no outside investors and no plans to sell. When we acquire a company, it's a baton pass, honoring what came before while working carefully to build what comes next. I came to this through the search model myself. I've completed multiple acquisitions, operated the companies afterward, and stayed close to the ETA community for years, including a Utah searcher network several hundred strong. I've watched the model create great owner-CEOs, and I've watched it break people who bought the wrong company. Both shaped how I coach. Outside the work, I serve on nonprofit boards, write essays on judgment and ownership at patina.capital, and spend as much time as I can outdoors with my son.
Why do I coach?
Running a business is lonely. The decisions that matter most get made with incomplete information, misaligned incentives, and no clean answers. I've benefited from mentors who helped me slow down and see clearly at exactly those moments, and this is my way of doing the same. My job isn't to prescribe answers. It's to help you find the true levers in your business, decide where your time actually belongs, and walk into hard tradeoffs instead of around them. I'm selective by design. I work best when I can build context and engage deeply over time, and I work best with owners who take responsibility seriously — for the business, and for the life it's supposed to serve. Done right, the conversations are honest, challenging, and clarifying. I enjoy this work, and it sharpens my own judgment too.
Work Experience
Owner
Durable Finance
2024 - Present
A bookkeeping, controller, and fractional-CFO firm we launched after years of wishing our own companies had a better finance partner.
Owner
Durable
2024 - Present
Utah's Business Commons — a community of 1,000+ business owners we built from scratch: peer groups, private dinners, the connective tissue of Utah's small-business economy.
Founder
Patina Capital
2024 - Present
Patina Capital is where my investing and advisory work lives. It runs in three modes: CEO Counsel — private, standing counsel to a small number of CEOs and business owners; Partnership — joining a business as a principal partner; and Capital — patient minority investments with a long horizon and no pressure to exit. One thesis runs through all three: the durable version of a business, and of an owner, forms slowly. I write about the work at patina.capital/essays.
Owner
Workshop SLC
2021 - Present
A community art school we acquired in 2021, serving thousands of students a year. The lesson in this one: honoring a founder's legacy while quietly professionalizing what's underneath it.
Owner
Northern Electric
2021 - Present
A three-decade-old electrical contractor we acquired in 2021. Field crews, estimating discipline, skilled trades — the least glamorous business we own and one of the best teachers.
CEO
Decada Group
2020 - Present
Decada Group is a Salt Lake City holding company my co-founder and I formed in 2020 to acquire and steward enduring businesses. We're self-funded, with no outside investors, which lets us hold indefinitely and favor craftsmanship, strong fundamentals, and continuity over speed or financial engineering. When we acquire a business, it's a baton pass, honoring what came before while working carefully to build what comes next. Today we steward a collection of businesses in Salt Lake City.
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
A bespoke suiting shop in Salt Lake City, and where I learned retail the hard way: pricing, payroll, seasonality, craft. What began as a passion project became the proof of concept for Decada — buy or build with care, run with discipline, hold.
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