Chase M.
Works at Decada Group
Available tomorrow at 3:00 PM UTC
Questions? Start chatting with this coach before you get started.
About Chase
Chase Murdock is CEO of Decada Group — a long-term holding company that acquires and permanently owns community businesses across Utah. Its portfolio spans fine art, bespoke suiting, accounting, consulting, the construction trades, and Durable — Utah’s business commons, a membership community for business owners. Once a venture-or-bust operator chasing fast growth and exits, Chase shifted to a more intentional approach. Decada reflects that shift — permanently owning and stewarding businesses that matter and last, without outside investors or pressures. He serves on the boards of GREENbike and the Edison House Business Owner Club and writes Local Legends, a newsletter for entrepreneurs who value durability and craftsmanship. Chase and his son spend their time traveling and exploring Utah’s outdoors — running, skiing, surfing, and sailing. You can find him on Twitter, LinkedIn, and at Local Legends.
Why do I coach?
I coach because it’s how I give back. Owning a business can be isolating, and I’ve had mentors who helped me see around corners when I couldn’t. Coaching lets me do the same for others — to share what I’ve learned, ask better questions, and help people think more clearly about their business and themselves. It also keeps me close to great operators and companies. Coaching creates real relationships — and often, that’s where the best opportunities and deal flow come from. But mostly, I just enjoy it. The conversations, the growth, the clarity that comes from working through hard problems together. That’s the good stuff.
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.