Guitarists' Delight
Interview with Jacques Isler, Managing Director of G66 GmbH
Twelve children, 80,000 customers in Europe and a business model that changes the music industry: Jacques Isler and his company G66 are more than just a music distribution service. With passion, technical understanding, and a strong sense of family spirit, Jacques Isler has created a company that excites musicians worldwide.
Wirtschaftsforum: Mr. Isler, what does your company G66 do?
Jacques Isler: G66 is a European distributor for Fractal Audio, one of the most innovative guitar processor manufacturers worldwide. We are essentially the Fractal branch in Europe and distribute devices that enable musicians to create complex guitar sounds.
Wirtschaftsforum: How did you come up with this business model?
Jacques Isler: The formation of G66 is closely intertwined with my personal business history. After years as a successful distribution entrepreneur in Germany and Switzerland, representing about 60 to 70 brands, I experienced a complete collapse in 1993. My first company fell apart, my marriage ended in divorce, and I was practically left with nothing.
In 1996, I started anew in Germany. However, this new beginning did not go as planned – my business partner manipulated the agreements so that I could not take over the promised 50% of the company. In 2000, with my wife and four children, we decided to emigrate to America. We literally had only six backpacks and no prospects. We sent 1,100 faxes to various companies trying to get a foothold. Indeed, we succeeded with SWR, a bass amplifier manufacturer. Within a year, we increased their revenue by 400%, which led to SWR being sold to Fender for 8.5 million.
Wirtschaftsforum: And how did the founding of G66 come about?
Jacques Isler: In 2006, we founded G66. The name has special significance: The six is omnipresent in the guitar world – six strings, famous tube designations like 6L6. The year 1966 is one of the most defining years in pop music. We wanted a short, international name.
Wirtschaftsforum: How did you come across Fractal Audio?
Jacques Isler: I heard about this innovative guitar processor from the USA and contacted the inventor, Cliff Chase. When he did not respond, I flew to him, rang his doorbell, and convinced him of a European-wide distribution. Our philosophy was to sell directly to end customers, not through dealers.
Wirtschaftsforum: What makes your products so special?
Jacques Isler: Our guitar processors from Fractal Audio are technological masterpieces. They emulate classic tube amplifiers with incredible precision. Our flagship model AXE-FX now includes 328 different amplifier emulations. Musicians from amateurs to world stars use our devices – from U2 to Pink Floyd to Rammstein.
Wirtschaftsforum: Who are your customers?
Jacques Isler: 90% are not professional stage performers but enthusiastic hobby musicians. We now have 80,000 customers in Europe – from beginners to world stars. We mainly reach our customers through YouTube tutorials. We have several collaborations with YouTubers – we don't do any other advertising.
Wirtschaftsforum: What sets G66 apart from other online retailers?
Jacques Isler: We have a very special philosophy of customer service. In the age of anonymous online commerce, we focus on real customer contact. I write personally to each customer. My messages go beyond standard confirmations — I refer to previous orders or exchanges of opinions, add personal remarks, and have genuine interest. Every customer or interested party can always reach me personally, and our customers all over Europe highly appreciate this. Often, this leads to real, friendly contacts. Our employees in Italy, Spain, and France also follow this approach. Customers do not feel like a number, but like valued music enthusiasts. We create a bridge between classic retail and digital distribution — a kind of personal intermediary, which distinguishes us from giants like Amazon and, to my knowledge, is a real unique selling point of G66.
Wirtschaftsforum: How have you managed the economic challenges of the past few years?
Jacques Isler: Surprisingly well. During the COVID-19 pandemic, our sales increased. Professional musicians suffered from performance bans, but amateur musicians used the time to practice and invest.
Wirtschaftsforum: How big has the company grown?
Jacques Isler: We employ 22 staff members. My wife Sussi is a mainstay of G66, looking after our English-speaking customers. Several of my children are also actively involved in G66. Dario works full-time in the company, while Flurina and Sybill work part-time alongside their studies. For G66, family is more than just a concept - it is the heart of the company.
Wirtschaftsforum: What do you have planned for the future?
Jacques Isler: Things should continue as they have been. We are very satisfied. I have had an eventful life as a musician and successful racing driver – I was a three-time car racing Swiss champion, once in Formula 3 – and if I should ever step back a bit, I would like my children to take over a bit.