When we ask long-term clients what brings them back, the cut comes up second. The first answer is almost always about the room — the energy, the calm, the people, the pace.
Energy is contagious
The barbers set the energy. We hire on temperament as much as on technical skill, because the chair next to you affects the chair you're in.
It's the moat
A great cut is replicable. The energy of a specific room is not. That's the defensible part of the business.
—SIR Management