Inside Diesel Barbershop with Shayne Brown

On this episode of Close The Deal: Franchise Profits, we sat down with Shayne Brown, the founder of Diesel Barbershops—a bold, edgy barbershop franchise born from frustration, shaped by nostalgia, and driven by a mission to elevate the men’s grooming experience. What began as a personal annoyance with poor customer service turned into a franchise brand that blends retro cool, serious business systems, and a growing national presence.

Here’s a deep dive into Shayne’s entrepreneurial journey, the mindset behind Diesel, what makes it a compelling franchise opportunity, and the vision that drives it all.

The Turning Point: “I Can Do This Better”

The origin of Diesel Barbershop didn’t come from a place of passion for hair—it came from disappointment. Shayne shared how after receiving three back-to-back bad haircuts with equally poor service, he walked out of the third experience and declared, “I can do this better.” With a mother who was a lifelong cosmetologist and a background in entrepreneurship, Shayne started sketching out what his ideal experience would look like—not from the stylist’s chair, but from the customer’s point of view.

That simple but powerful shift—thinking like a customer first—became the foundation of what Diesel Barbershop is today.

The Diesel Experience: Nostalgia Meets Edge

Walk into a Diesel Barbershop and you’re instantly hit with personality. It’s not sterile. It’s not generic. It’s not trying to please everyone. Diesel is unapologetically masculine, with vintage arcade games from the ’70s, ’80s, and ’90s (think Donkey Kong, Centipede, Asteroids), walls covered in retro album covers and pop culture posters, and complimentary beverages while you wait.

Shayne describes it as “a little bit of a party”—a place where the experience itself is part of the value proposition. There’s visual flair, curated music via Rock Bot, and media designed to entertain and engage. The goal? Make the wait fun, make the environment unforgettable, and create a vibe that feels more like a hangout than a haircut.

From One Shop to a Scalable System

While Shayne operated multiple successful shops in San Antonio, he made the decision to franchise Diesel right before the COVID-19 pandemic hit. It was, as he puts it, one of the biggest challenges the brand faced.

Franchising a high-touch, service-based business during lockdowns and hiring freezes forced Shayne and his team to adapt quickly. Yet through that trial by fire, Diesel emerged stronger. They streamlined the build-out process, built a “shop in a box” model to simplify construction and design, and leaned heavily into marketing tools and digital platforms.

Now, Diesel is poised for expansion, and the timing feels right. The industry is recovering, the demand for curated men’s grooming experiences is growing, and Diesel’s brand stands out in a sea of sameness.

Ideal Candidate: Who Fits the Diesel Model?

This isn’t a franchise for the overly corporate or hyper-conservative type. Shayne makes that crystal clear. Diesel Barbershop is creative, colorful, and artist-driven. Think tattoos, piercings, bold personalities, and high standards. If you’re not comfortable leading a team of creatives or engaging in a brand with an edge, this might not be the right franchise for you.

But if you’re someone who thrives in culture-forward environments, understands how to lead with systems while honoring individuality, and isn’t afraid to get involved early, Diesel offers a strong opportunity. Most owners start hands-on, but the goal is to evolve into a semi-absentee role once systems and staffing are dialed in.

Investment Breakdown: What It Takes to Get Started

• Franchise Fee: $45,000
• Total Investment Range: $375,000 – $450,000
• Average Shop Size: ~1,400 sq ft with 10 chairs
• Ideal Layout: Streamlined for revenue-generating square footage (cutting stations take priority over offices and breakrooms)

Diesel has optimized the shop layout and buildout process to control costs while delivering a premium experience. Costs may vary by market, especially given post-COVID supply chain fluctuations, but the team works closely with each franchisee to hit targets and avoid waste.

Marketing Matters: Launching With Impact

Shayne emphasizes that Diesel is a visually-driven brand. That means it’s built for platforms like Instagram, Facebook, and TikTok. From the shop design to the haircuts to the energy of the team, every element of Diesel lends itself to great content. And franchisees are expected to lean into it—hard.

He recommends allocating $5,000–$10,000 in marketing spend in the first 60 to 120 days, with a focus on awareness, grand opening hype, and strong community engagement. Diesel supports franchisees with tools, guidance, and best practices to drive results. And once the initial buzz kicks in, word-of-mouth becomes a major engine of growth.

Leadership Lessons & Mindset for Success

Throughout the interview, Shayne drops gold in the form of mindset gems that every aspiring franchisee or entrepreneur can learn from. Here are a few standout philosophies that shape his approach:

• “The goal is to shortcut your path to success.”
• “Focus on what’s important and discard the things that don’t matter.”
• “If you lean into the brand and follow the process, you will win.”
• “We’re not successful unless the franchisees are successful.”
• “You’ve got to put in the work before the rewards show up.”

His message is consistent: if you follow the system, put in the time, and stay focused, you can win big. Diesel is built on a proven foundation—but it requires leadership, engagement, and buy-in from every owner.

Vision: Be the Best, Not the Biggest

Shayne is not chasing empire status for the sake of ego. His goal is clear: to be the best brand in men’s grooming. Not the most locations. Not the biggest footprint. But the highest standard—wherever you find a Diesel Barbershop, it should deliver on experience, service, and brand culture every time.

As he puts it: if you’re in a city like Scottsdale, search “best barbershop near me,” and Diesel better pop up—and deliver.

Final Thoughts: Real Talk, Real Opportunity

This episode gave listeners an authentic look behind the curtain of a brand that’s as real as it gets. Diesel Barbershop isn’t trying to be everything to everyone—it’s dialed into a specific market with a clear vibe and a replicable model. It’s gritty, fun, and profitable if you’re ready to roll up your sleeves and get involved.

Whether you’re a seasoned operator looking for your next concept or someone exploring your first franchise, Diesel Barbershop is worth a serious look—especially if you’re ready to stand out in a category full of clones.

Ready to Learn More?

If Shayne’s story lit a spark for you, grab a free copy of Your First Franchise Roadmap at YourFirstFranchise.com. This free guide walks you through what to expect when buying your first franchise and includes insights from top founders like Shayne Brown. You’ll also find more info on Diesel Barbershop and other brands we feature.