The first Diesel Barbershop opened in 2011 in San Antonio, TX. It’s the modern-day version of the vintage corner barbershop, and appeals to what today’s customers want in a haircut experience: part barbershop, part old-school record store, and part arcade. In short, a barbershop with high quality haircuts, shaves, beard trims and shoulder massages. All done while having a beverage. Who is Diesel’s target audience? Diesel customers are male, 16 to 75 years old. Diesel also cuts boys hair. Diesel customers are looking for a place where they can relax, maybe drink a beer, while getting their haircut & a shave. Free from the drama that sometimes comes with beauty salons or the cheap, quick cut hair-care chains. They are also looking for a more masculine atmosphere where they’re free to talk sports or whatever their interests are with their barber or other customers. In fact, customers sometimes will linger after their hair cut to finish their beer or try to set the high score on Donkey Kong.