Diesel Barbershop

Diesel Barbershop was founded in 2011 in San Antonio, Texas, by Shayne Brown. His concept combined the familiar feel of an old school barbershop with the energy of a rock and roll salon, the entertainment of a vintage arcade, and the rugged look of a mechanic's garage. Brown described the result as a “man cave for great haircuts.” That identity remains central to the brand. Eric Bauer was identified as Chief Operating Officer in 2022. The company’s headquarters remain in San Antonio, Texas, although some records also list a headquarters presence in Katy, TX, which may reflect operational or administrative changes as the company grows. Diesel Barbershop began offering franchises in 2017. As of January 12, 2026, the system had 33 locations across the United States. Earlier records included 8 total franchised units during a specific reporting period. Data from 2025 listed 31 total units, including 27 franchised locations and 4 corporate locations, while another October 2025 source listed 32 locations, all franchise owned. The brand operates in the personal care sector and serves a U.S. barber shop industry that generated $5.8 billion in revenue in 2024. Its unit growth and experiential format make it a franchise option for buyers considering the male grooming market.

The global male grooming market was valued at $74.8 billion in 2021 and is projected to reach $110 billion by 2030, representing a 5.5% Compound Annual Growth Rate. Worldwide revenue for men’s grooming products was $55.5 billion and is expected to nearly double by 2031. The global male grooming market was estimated at $81.2 billion in 2024. The U.S. barber shop industry generated $5.8 billion in 2024, a 2.7% year over year increase and a five year CAGR of 1.7%. Globally, the barber shop industry was estimated at $20.1 billion in 2025. Barbering was identified as the fastest growing profession in the United States in 2017. More recent projections call for growth of +7% for U.S. barbers from 2021 to 2031, followed by +4% growth and 3,100 additional jobs from 2024 to 2034. These figures point to continuing demand for skilled barbers and specialized services. Diesel Barbershop targets male customers from age 17 to 65, including boys, who want a relaxed, masculine setting without what they may view as the drama of traditional beauty salons. Many customers are between 20 and 60 years old, have some college education, care about their appearance, and will pay more for quality service and a better experience. The shop’s man cave setting lets clients relax, watch sports, play video games, and receive complimentary refreshments or a local craft beer. Those features support the brand’s positioning beyond a basic haircut. The category also attracts franchise buyers because personal care services can produce repeat relationships between customers and service providers. Independent shops remain common, while branded systems such as Diesel Barbershop are contributing to greater consolidation and professionalization in a fragmented market.

A Diesel Barbershop franchise requires a substantial initial investment and is positioned as a mid tier opportunity in personal care. Recent Franchise Disclosure Documents report an initial investment of $336,700 to $460,200. Other sources report $361,000 to $503,000 and $369,000 to $453,000. Earlier investment ranges or different formats included $138,000 to $350,220, showing that costs have varied by offering and shop size. The 2025 FDD lists an initial franchise fee of $35,000 to $45,000, while other sources cite amounts up to $50,000. Qualified military personnel may receive a veteran discount of 25% or $5,000 off the initial franchise fee for the initial agreement. Other listed costs include a Project Management Fee of $4,000, a Site Selection Fee of $3,000 to $6,000, and Technology Fees of $4,200 or $3,300 for the first 11 months of operation. Architectural Fees are estimated at $8,500 to $10,000. Leasehold Improvements may cost $119,000 to $193,000 or $129,000 to $214,000, depending on the site and landlord contributions. Security and Utility Deposits, Insurance, and the First Month's Rent total $8,000 to $10,000. Equipment, Furniture, Fixtures, and Equipment, together with Signage, require $74,000 to $93,000 or $95,000 to $125,000. A Computer System and AV Package costs $28,000 to $35,000 or $20,000 to $37,000. The POS System Fee is $750 for the first three months. Initial Barber Supplies and Inventory are estimated at $18,000 to $23,000 or $16,000 to $21,000. The recommended initial marketing spend is $5,000. Legal Fees are $3,000, while Training Expenses, Travel, and Living costs are $2,000 to $4,000. Franchisees are advised to reserve $25,000 in Additional Funds for the first three months of operation. Financial qualifications include liquid capital of $100,000 to $150,000 or more. Some sources list a cash investment of $500,000. Minimum net worth requirements range from $450,000 to $500,000. The initial franchise agreement runs for 20 years.

The Diesel Barbershop operating model combines traditional barbering with a rock and roll salon, vintage arcade, and mechanic's garage theme. Customers receive a grooming visit that also includes entertainment and a setting designed for longer, more relaxed stays. Complimentary refreshments and local craft beer are part of that experience. Shop managers receive detailed training covering the operating functions of the business, and that training is intended to be passed to the rest of the staff so service and brand standards remain consistent. Drive through and kiosk formats do not apply to this model. A typical location requires approximately 1,250 square feet of retail space. Diesel Barbershop has simplified its construction process through a “shop in a box” model, which was developed in response to difficulties encountered during the COVID 19 pandemic. The approach is intended to reduce construction complexity and delays for new units. Franchise support begins with training and continuing assistance. The corporate team helps with site selection based on the brand’s demographic targets, Letter of Intent management, lease negotiations, and project construction management. Marketing support includes tools, guidance, and recommended practices suited to a visually driven brand. Franchisees are directed toward social media channels such as Instagram, Facebook, and TikTok. An initial marketing allocation of $5,000 to $10,000 during the first 60 to 120 days is encouraged to build local awareness and support grand opening activity. Support therefore covers the process from identifying a location through construction and early marketing execution.

That $400,675 figure is below the barbershop sub sector average of $481,834. Differences can reflect newer units that are still developing their markets and regional operating conditions. In 2022, client counts also grew 56% year over year. The brand reports that its average ticket value is double that of value oriented haircut chains. Premium pricing is tied to the shop’s man cave setting and broader service experience.

The brand has operated for 13 years since its 2011 founding. Texas is its largest state market, with 15 locations representing 45.5% of the system as of January 2026. Florida accounts for 12.1%, while Missouri and Wisconsin each account for 9.1%. Texas, Florida, and Missouri together represent 66.7% of all locations. Diesel Barbershop also operates in Illinois, Michigan, Georgia, Nevada, Pennsylvania, Arizona, and Colorado, with its broader expansion concentrated across the South and Midwest. The Oak Creek, Wisconsin, location opened on November 13, 2019, marking entry into the Midwest. A franchise location in Cypress Mills, Houston, Texas, opened on December 4, 2023. The company is seeking opportunities in underserved markets in the Northeast and West Coast as it works toward broader national coverage. Diesel Barbershop also refined its build out process and created the shop in a box model to simplify construction and design. That change followed challenges faced by personal service businesses during the COVID 19 pandemic and reflects an effort to make development more efficient for franchisees.