Research by Fender suggests women buy guitars online because they “aren't treated well” in shops

Woman playing guitar
(Image credit: Fender)

Fender CEO Andy Mooney has shared a series of intriguing insights found by the company as a result of research conducted after he joined in 2015, which has helped dictate the brand’s roadmap for the past several years.

One, he tells Entrepreneur in a new interview, was that women were more often buying guitars online “because in the bricks-and-mortar stores there was nobody to relate to, and they weren’t getting treated well”.

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Sam Roche

Sam was Staff Writer at from 2019 to 2023, and also created content for Total Guitar, Guitarist and Guitar Player. He has well over 15 years of guitar playing under his belt, as well as a degree in Music Technology (Mixing and Mastering). He's a metalhead through and through, but has a thorough appreciation for all genres of music. In his spare time, Sam creates point-of-view guitar lesson videos on YouTube under the name Sightline Guitar.