About

Some things never change;
Doing the Right Thing
Since 1979

Chuck’s entrepreneurial spirit began early in life, and by age five, he was making and selling potholders to family and friends. As an older kid, he took up a paper route and worked to develop the most time-efficient way of delivering the newspaper. Chuck later moved to Fort Wayne, graduated from Wayne High School, and became a professional saxophonist and keyboard player.

In 1979, his passion for music and technical know-how led him to create a 4-track recording studio in the back of his VW minibus. Chuck might have envisioned it as a side-gig, but the makeshift studio only seemed to prove the fact that the young entrepreneur never did anything halfway. His goal was always to get the cassette back to the customer within a day of recording, and that often required late nights spent meticulously perfecting every layer of the sound mix. Chuck’s commitment to unmatched customer service only grew following the launch of his first permanent music studio, which he named Sweetwater.

Chuck Surack

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The idea to expand Sweetwater into retail came from Chuck’s time in the studio with artists like Kenny Rogers, Stevie Wonder, and Dolly Parton. Frustrated by vendors who lacked expertise and customer care, he set out to build the kind of retailer musicians deserve—driven by one principle: always do the right thing.

That choice to do things better and differently grew Sweetwater into the largest online music retailer in the country, topping $1 billion in revenue in 2020.

Sweetwater

Always Do the Right Thing

We go above and beyond expectations to deliver amazing service – that’s what doing the right thing means to us. Our entire business philosophy is centered around always giving more to our customers, our employees, and our community.

Branching Out

Chuck and his wife, Lisa, continue to build on the philosophy that made Sweetwater a success—growing new businesses across the Midwest with the same passion and purpose. After selling their majority stake in 2021, he and Lisa now lead Surack Enterprises, focusing on philanthropy and guiding the expanding “Sweet Family” of companies.

Exceeding Expectations

A pilot himself, Chuck has had a love for flight and aviation for decades. That passion goes beyond the hobby and personal enjoyment, but the convenience and practical use and applications in the aviation field. Whether learning to fly, following a career path in aviation, or using flight for personal or professional use – our aviation companies have everything you need.

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Exceeding expactations

Providing Exceptional Service

Built on the same philosophy Chuck instilled in the growth and success of Sweetwater, our other businesses share a common foundation: uncompromising quality, utmost respect, and second-to-none service. Whether you’re getting your vehicle detailed at SweetCars, trying on new frames at Longe Optical, connecting through Lakeland Internet, or engaging with any of our businesses — they’re all united by one simple, powerful belief: always do the right thing.

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Exceptional service

Promoting Community & Growth

Surack Enterprises is committed to growing vibrant communities by creating meaningful job opportunities, supporting local initiatives, and investing in long-term wellness. Through active community engagement and by highlighting local events, we help connect, inform, and inspire, fostering places where people thrive in every aspect of life.

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Community and growth

Creating Memorable Experiences

We take pride in creating unforgettable moments through exceptional dining and world-class entertainment. From elevated culinary experiences to welcoming spaces perfect for gathering with friends and family, and a premier venue showcasing top touring talent across all genres, we offer vibrant places where people come together, make memories, and celebrate community.

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Memorable experiences

Explore our family of businesses and learn more about the services we provide.

Does Surack Enterprises sound like the place for you?

We’re always looking for driven individuals to join our family of businesses.

Focused on the Future

At the Surack Family Foundation, we’re dedicated to creating lasting impact by investing in the people, programs, and places that help our community thrive. With a focus on meaningful growth in areas like education, the arts, and mental wellness, we’re proud to support the causes that strengthen Northeast Indiana and the lives of those who call it home.

Chuck and Lisa have a passion for partnering with organizations to help develop confident and resilient young people, advocating for those with mental illness, investing in the community they call home, and supporting local music and arts programs.

Learn More

We are proud to support these and many other great organizations

Surack Enterprises supports these organizations Surack Enterprises supports these organizations