Guitar Center CEO Gabe Dalporto already faces the challenge of steering the guitar gear retailer through uncertain waters in the face of a digital market boom, but he’s also faced with the challenge of reshaping its entire image and restoring its former prestige. In a new interview with Guitar World, Dalporto discusses some of the work being done to raise Guitar Center standards across the board, and instill within the workforce a renewed sense of pride in the stores in which they work. To do so, he went quasi ‘Undercover Boss’ at one branch in Connecticut… and ended up scrubbing a bathroom. When he first joined the firm as CEO, Dalporto notes, the Guitar Center stores were in a rather sorry state. If his strategy is to be successful, Guitar Center needs to become a bustling hub of activity for musicians, one that will rely on repeat visitors who see Guitar Center not just as a place to buy gear, but to socialize with and meet like-minded instrumentalists.