As executive director of NATM for 30 years, Saul Gold is largely responsible for making the retailer buying group a respected force in the consumer electronics and appliance industries. Known as a tough negotiator, Gold started his career with Allied Stores in 1961 before helping form NATM in 1970. NATM, known in its heyday as "The 40 Thieves" for its insistence on getting the lowest prices, evolved from a small association of fewer than 20 independent dealers into a cooperative filled with large regional power retailers, including Best Buy and Circuit City. Under his direction, regional retailers came together and competed on a national level with big box national retailers. In 2003, NATM retailers generated sales of more than $3 billion. He retired from NATM in 2000 and currently runs his own consulting business.