Durable exists because building a business is hard — and more often than not, it’s lonely.
Most business owners are spread thin. You’re not just the founder — you’re head of marketing, sales, HR, finance, operations, and customer service. You’re constantly switching hats, solving problems, and trying to keep things moving. And through all of it, you’re the one who’s supposed to have the answers.
The truth is, owning a business means making high-stakes decisions — often without a team of experts around you. That can be isolating. It’s easy to get stuck in the weeds. Harder still to know when to step out and zoom out.
That’s why Durable exists.
What is a Business Commons?
We’re inspired by the old idea of a commons — a shared space and square at the center of a community. A place where people met, exchanged ideas, and supported one another.
Durable is a Business Commons. A place where business owners gather to do what they rarely get to do alone:
→ Step back from the day-to-day
→ Learn from others who’ve been there
→ Make the kind of clear, confident decisions that shape the whole year
It’s a place to trade lessons, compare notes, and build relationships that actually move your business forward.
Durable is not just a network. It’s not a class. It’s not a club. It’s a community that gets you — and helps you get better.
Some are intimate:
Some are energizing:
We also run an online community where owners check in, share ideas, and keep the conversation going between events.
Today, over 1,000 business owners are part of Durable — and the community keeps growing.
Every touchpoint is designed to help you zoom out, sharpen your thinking, and leave feeling more connected, not more overwhelmed.
We’ve seen it too many times: smart, capable owners grinding it out alone — disconnected from the very people who could help them most.
That’s what we call Lonely Owner Syndrome — and it’s real.
Durable is the antidote.
You make better big decisions — the ones that shape everything else.
You feel seen, supported, challenged, and understood.
You become a better owner, and your business gets stronger.
This is what we care about.
Not noise. Not hustle. Not pretending it’s easy.
Just real people, building real businesses — together.
Durable is owned and fully financed by Decada Group — a collection of small businesses we own and operate right here in Utah. We’re small business owners too.
Our portfolio spans fine art, bespoke suiting, accounting, consulting, and the construction trades. We’ve worn every hat. We’ve made the hard hires, taken the tough pivots, and felt the weight of lonely decisions. We get the struggle because we’ve lived it.
That’s why Durable matters to us.
Small business is one of the last true David vs. Goliath stories. Ownership is on the decline — squeezed by global corporations and rising complexity. Durable is one way we hope to reverse that trend.
It’s more than just a company in our portfolio — it’s a gathering place for people like us. And while Durable is a business — not a nonprofit — it’s our way of giving back.
It’s how we convene, celebrate, and contribute to the community we’re proud to be part of.
If you’re a business owner in Utah, you’re welcome here. You can:
This is Utah’s Business Commons. Come take a seat. You don’t have to build alone.