Andy Mooney - Master of Mass Customisation

Whether it’s your car, your smartphone or your trainers – we all like to make them to reflect who we are. Andy Mooney, who is living the dream as CEO of the world famous Fender guitars, knows how to give customers just what they want.

Whether it’s your car, your smartphone or your trainers – we all like to make them to reflect who we are. Andy Mooney, who is living the dream as CEO of the world famous Fender guitars, knows how to give customers just what they want.

Andy is widely regarded as the master of Mass customisation, cutting his teeth with the ground-breaking and amazingly successful NikeiD programme that allowed customers to “build” their trainers from scratch. Now he’s brought these skills to one of the world’s coolest brands – who hasn’t heard of and listened to a Fender guitar?

No two people play a guitar the same way,…and now no two Fender guitars are likely to be the same. But, enabling customers to customise products isn’t easy and at Nike they not only had to create a new web platform, they had to rethink the entire supply chain.

When Andy was appointed Fender CEO in 2015, his focus was to help drive their brands with an approach that puts "both seasoned and first-time musicians at the forefront."

At the time of his appointment, Andy said: "As a longtime fan and user of Fender products, it's a dream come true to be asked to lead a brand and company that I personally have so much admiration for.”

For ES members it’s a night not to be missed – find out more about the man who is making music even more personal! Book your tickets here now.