Lee Alexander
Helping music businesses sell more, market better and grow smarter.
20+ years inside the musical instruments industry, working across retail, distribution, brands, sales and marketing.
Practical advice, tools and support for MI retailers, brands and distributors.
20+ years in the musical instruments industry
Retail • Distribution • Sales • Marketing • Product • Brand Growth
You've stopped seeing your own shop. Your customers haven't.
A practical health check for guitar retailers who want to find the problems hiding in plain sight.
From merchandising and pricing to staff, digital presence, customer experience and aftersales, the Store Health Check gives you a structured way to look at your business through your customer's eyes.
Built specifically for musical instrument retailers.
No generic business-school waffle.
Ways I can help
Fret Not Friday
Ideas, opinions and occasional uncomfortable truths about the musical instruments business.
Every two weeks I write about what’s working, what isn’t, and what the MI industry could probably do better.
Featured Fret Not Friday
The Guitar Industry Is Ageing Out (and Many Still Don’t See It) 👴🏻
The guitar market is getting older. The uncomfortable question is whether the industry is doing enough to make the next generation care...
The Guitar Industry’s Midlife Crisis
