Sweetwater University

What Is Sweetwater University?

Sweetwater University is the place where the best recruits in the music industry master the technical and entrepreneurial skills needed to bring that mission to life.

Initially formed in the ’90s as an informal gathering of Sales Engineers looking to keep up with the latest gear, Sweetwater University has become an incredibly immersive, 13-week training program where people-loving gearheads become Sweetwater Sales Engineers. Over the course of those 13 full work weeks — and over 350 classes — new hires build an incredible foundation of knowledge about not only gear but also the tools they will need to run a successful business. This is because the goal of Sweetwater University is nothing short of providing our customers with Sales Engineers who can answer any gear question at any time and who are also well-equipped to develop their own thriving book of business within Sweetwater. We want experts and entrepreneurs.

Classes cover all points on the gear spectrum — from recording and live sound to music instruments — as well as life skills and entrepreneurship. Sales Engineers also learn about every facet of Sweetwater from the front-desk operations to warehouse order fulfillment. Tests throughout the 13 weeks ensure the retention of knowledge, while individual coaching after Sweetwater University makes sure the support and learning continue long beyond the initial 13 weeks.

“

At Sweetwater we pride ourselves on having the most knowledgeable sales force in the industry, and that begins with a robust training program. From onboarding to ongoing training after Sweetwater University, education is at the heart of what makes our Sales Engineers so special.

”

Nitish Kulkarni, Vice President of Sales

Why Sweetwater University?

Sending future Sales Engineers through a fully paid 13-week training program is an expensive proposition. That’s why you won’t find anything remotely as intensive anywhere else in the industry — outside of graduate-level music education and technology programs, that is! So, why do we do it? It starts with a fundamental promise to our customers — the Sweetwater Difference.

The heart of the Sweetwater Difference is service and expertise that amaze customers in every single interaction. To do that, we work hard to build strong, personal relationships between Sales Engineers and customers. Some Sales Engineers have been working with many of the same customers for over 30 years! In order to build strong, personal relationships and to not shuffle customers between subject-matter experts and departments, every single Sales Engineer must have a high level of expertise across all categories of music instruments, pro audio, and recording.

Not only do customers need and deserve expert advice, but Sweetwater wants strong entrepreneurs with a passion for helping customers live their music dreams. Being a Sales Engineer is an incredibly demanding but rewarding career, and we want to do everything possible to help Sales Engineers succeed and create strong, lifelong customers.