Travis Perry had a problem. He was a music teacher in Dothan, Alabama, watching student after student quit guitar within two months. Why? Because pushing metal strings onto a wooden fretboard hurts. It’s hard. Seven out of ten beginners just give up.
So, he did what any frustrated musician with a knack for tinkering would do. He built a "gizmo."
His daughter, Bradi, was the inspiration. She wanted to play but hit that same wall of frustration. Travis promised her that if he built a tool to help, she’d stick with it. That tool became Chord Buddy. It's basically training wheels for a guitar. You snap it onto the neck, and instead of bruising your fingers on individual strings, you press four colored buttons to play G, C, D, and E minor.
Fast forward to 2012. Travis, rocking a thick "Lower Alabama" accent (which he jokingly called "LA"), walked into the Shark Tank. He wasn't just looking for cash; he was looking for a partner to help him scale a product that had already moved 8,000 units by word of mouth.
The Shark Tank Feeding Frenzy
Most entrepreneurs go into the Tank and get torn to shreds. Travis? He had the Sharks fighting each other. He asked for $125,000 for 10% of his company.
It was a bloodbath in the best way possible. Kevin O'Leary offered a deal with a personal endorsement. Daymond John matched it. Barbara Corcoran threw $175,000 on the table but wanted a piece of an infomercial. Robert Herjavec, the "wanna-be rock star," finally won the day.
Travis asked Robert to match Barbara's $175,000 offer for 20%. Robert didn't blink. He said yes.
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The night that episode aired, the world went nuts. In the 18 months before the show, Travis had sold 8,000 units. The night of the broadcast? He got orders for 12,000 more. Basically, he sold more in a few hours than he had in nearly two years.
The Robert Herjavec Partnership: Not All Sunshine
You’d think it was a straight shot to the moon from there. It wasn't. Robert was a hands-on partner, especially early on. He was talking about Chord Buddy everywhere, opening doors at giants like Walmart and Target—places a guy from Dothan couldn't just walk into on his own.
But by 2014, things got hairy. Sales actually dropped by 50%. The "Shark Tank effect" had worn off, and the company was losing money.
This is where the real drama happened, mostly captured later on Beyond the Tank. Robert looked at the books and gave Travis a cold, hard business ultimatum: move manufacturing to China.
It would have saved $3 per unit. That’s $120,000 in pure profit based on their volume at the time. Robert told him flat out that if he didn't move offshore, the business might die.
Travis refused.
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He’s a patriotic guy. He wanted "Made in the USA" on his box. He wanted to keep jobs in Alabama. It created a massive rift between the entrepreneur and the Shark. Robert was also worried Travis was getting distracted by new inventions, like "MathBuddy," instead of fixing the core guitar business.
Honestly, it’s one of the few times we’ve seen a Shark Tank contestant stand their ground on ethics over raw margins, even when a billionaire was telling them they were being stupid.
Does Chord Buddy Actually Work?
If you look at reviews today—and even back then—the feedback is a mixed bag. The concept is brilliant for a specific type of person. If you have arthritis, special needs, or you’re a 7-year-old with tiny hands, it’s a godsend.
But it has limitations.
- The "Thump" Factor: Some users complain the plastic tabs don't press the strings hard enough, leading to a muted or "twangy" sound.
- The Key of G Trap: The standard device really only lets you play in the key of G. If you want to play a song in A or E, you’re kinda stuck unless you use a capo.
- Build Quality: Some customers have called it "cheaply made" for the price point, which is usually around $50.
Despite that, the "training wheels" philosophy holds up. The goal is to remove the tabs one by one until you're using your actual fingers. Thousands of people have actually learned to play this way.
Where Is Chord Buddy in 2026?
Still here. Still selling.
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While it’s not the $100 million empire some predicted, it’s a solid, multi-million dollar business. Travis Perry expanded the line into ukuleles (UkeBuddy), tuners, and even his own line of Perry Guitars. He’s also been pushing hard to get the system into school music programs, arguing that the traditional way of teaching guitar is what's killing interest in the instrument.
Travis survived the 2014 slump without moving to China. He’s still in Alabama. He’s still making music.
Real-World Advice if You're Thinking of Buying One:
If you're looking at a Chord Buddy for yourself or a kid, keep these practical bits in mind:
- Check Your Guitar Neck: It doesn't work on classical guitars with super wide necks (more than 1 7/8 inches) or on 12-string guitars. Make sure you have a standard steel-string acoustic or electric.
- Tuning is Non-Negotiable: If your guitar is even slightly out of tune, the Chord Buddy will sound like hot garbage. The device relies on precise string placement.
- Use the DVD/App: Don't just slap it on and strum. There’s a specific sequence to removing the tabs that prevents you from becoming "addicted" to the plastic buttons.
- Watch for Fakes: Because of the Shark Tank fame, there are dozens of cheap Chinese knockoffs on Amazon that look identical but break in three days. Buy directly or from a reputable music shop.
The story of Chord Buddy isn't just about a guitar tool. It's about a guy who valued his local community more than a $120,000 profit margin. That’s a rare thing in the Shark Tank universe.
Next Steps for You:
If you want to start using the system, verify your guitar's nut width first. Most standard Fender or Gibson-style necks work perfectly, but measuring first will save you a return shipment. Once it's on, commit to the 60-day plan—the biggest mistake people make is keeping the buttons on for a year and never actually learning to touch the strings.