Playing the Long Game By Rex A.C. Silver

In a Barber World where they yell from the rooftops ‘look at me and my awesome barber skills, now look back at me again!’, Jimmy O’Brien, owner and founder of the hugely successful JIMMY RODS chain of Barbers Shops, is an anomaly, and a very big one at that.

Not that there is anything wrong with the way the industry, for the most part, get themselves and their stuff out there; it’s a visual industry and one that is image based at its core and foundations. We create images for a living, albeit other peoples..

Jimmy O’Brien

There is no pretence here with this man, no showing off although, and thankfully so, he is graciously allowing me to do just that for him with this story, as I point the spotlight on him and his businesses this issue, and deservedly so I have to say.

Jimmy’s business acumen is acute and formed from the experience of being in business for himself since he was 21 years old. A barber since the age of 16, Jimmy has watched this industry grow and then explode to what it is today. Jimmy’s forward thinking and balanced outlook on our industry holds ideas we can all borrow some expert advice from, at a time when many are at a crossroads with their barber businesses. Coming out of covid and out from under the protective umbrella of forgiving banks, landlords and of course the government, the next few years will not be easy for some is a prediction.

Jimmy’s shops are first class and luxurious with opulent finishes and bold ideas. One is a licenced bar; some had coffee shops instore pre- covid...one was with its own restaurant. He makes decisions from his gut feelings and doesn’t muck about if something is not working, can it and move on, don’t watch it slowly die, move forward with the lessons learnt and adapt your business model to suite.

A true trail blazer and pioneer in today’s Australian Modern Barber industry, it’s an honour to introduce to you Jimmy O’Brien.

Can you tell us a little about your upbringing?

I was born in 1982, the youngest of my family. I have two brothers and one sister. Growing up in the western suburbs of Brisbane. I loved basketball and talking back, yes, I was a little shit sometimes but had the love of my parents. Who are my best mates. My family trade was in the building game. So, school holidays were me working onsite with my brothers and my dad. Brick layers is what we were, it was hard work but taught me a lot of life lessons at a young age. My family have always been hard workers. My dad was born on a sheep shearing farm called Glenline station, so I think clippers are in the blood. My mum came here from Poland after the war. I didn’t come from money just hard workers. Like any young kid growing up we all have dreams. But my dad has always said I went to school to play ball and eat lunch. I guess he means hanging out with the boys. I dropped out of school at the age of 16.

Why did you choose barbering, when and where did that happen?

I was offered my apprenticeship at the age of 12 years old by a bloke called Terry Walsh. I didn’t want it. I loved the building game, I wanted that. It was my family business. At the start of year 10 my dad sat me down and said, don’t become a builder I have a bad back, busted knee’s and everything else. He didn’t want that for me, so I took my apprenticeship at TJ’s barber shop in November 1998, two days after leaving school. It was a 12-chair shop, a busy shop. My training wasn’t like it is today. Learning as you cut. I just had to work it out myself. It was hard but I loved it. I knew after staring at TJ’s I have found what I want to do for the rest of my life. We had some amazing barbers working there. I learned so much off all the barbers that I worked with. It was a different time back then. Barbering wasn’t like it is today.

When you were a young barber in the early years, did you ever dream to go so big?

No, not in the barbering game. I wanted to get back into the building game. I wanted to build houses. But after a few years in I fell in love with barbering. I love it! Nothing beats having fun and getting paid for it.

When and where did you open your first shop and what was your mindset about what you were doing at that point?

I just fell into it. I left TJ’s just before my 21st birthday. I walked out after 5 years. I didn’t know what I was going to do. My mum came home from work the first week after I left and said I was talking to a friend from work and her son has two barber shops he wants to sell. I have always saved my money. After seeing the bank, I bought my first barber shop. A barber shop that was in Oxley for nearly 50 years. It wasn’t pretty, paint falling off the walls, but it was mine. At that time, I didn’t think about opening shops. Thinking back now, I don’t believe where I am now. I just worked hard! I said to myself. Let’s go!! I doubled my first shop turn over within 12 months. Also, while shitting myself the whole time.

How did things grow from there?

I guess I could put it down to hard work. 2010 was the start of the barber price rise. Men’s haircuts were getting to $26. My first store I was charging $13.95. Clients were saying they were paying $80 from a salon so the barbershop was fast becoming a popular choice for men. I opened my store at The Barracks in 2008 and it was killing it as soon as we opened. I then opened my first CBD store, shortly after Albert Street store then The Gasworks. It got nick named the game changer in 2013. The rest of them just kept flowing from there. Also, I have always followed my gut and I’m also a bit of a risk taker which I think that’s why Jimmy Rod’s has always pushed the boundaries and is all about live fast- look sharp! I decided on no business mentors just my father. He had his first business at 21 so he’s always set the bar high I opened 5 stores in 18 months. It was crazy. 18 months was too much too quick! Would I do it again? Yes, but I would take my time. It was 7 days a week, working 12-hour days. Traveling all the time. I don’t franchise, I own all my stores. Opening in Melbourne, Gold Coast, Toowoomba and two in the city. One with a café one with a restaurant bar. Now the Jimmy Rods business has gone from 16 stores, back to 11 with a lady’s salon called Jessica James. Steady as she goes! It is good number, I’m happy. I’m working a lot but I’m loving it. My team push me to do more. We are a very competitive group. We all like to win. We will open more stores, yes, but I will take my time. Ha-ha not like before. Maybe if I was five years younger.

What are your proudest moments shop wise?

I have a few, Gasworks in Newstead and Robina Town Square pumps. The original shave saloon. Barber shop with kitchen and bar was the best! Cheeseburgers, pints, and haircuts. With the best fit out, but in the wrong building. So, we extended The Barracks with a fully stocked bar with a liquor licence. It’s beautiful!

You must have found a winning recipe towards creating an amazing force from the beginning. Can you tell us about that journey and how you keep a motivated and loyal army?

18 months ago, I changed my business model, I went back to the old way. My performance manager, Ryan- aka ‘Jax’ who’s in training to be the general manager is a hard worker and he wants my job! Jax started as a first-year apprentice and then went onto be a store manager at the North Lakes store, now that’s career progression. Leroy, another awesome, hardworking dude, who is now our area manager, is working this way into a performance manager roll. All operations are run by just the few of us. My dad is 75 years old but works 3-4 days a week. He can’t retire. I have his ethic in my bones, and I think it’s infectious; I hope it is, it seems to be in my people around me. I love my staff! I am so lucky to have the best team. Loyal as. Again, I don’t know how many times I am going to say this, but it all starts with training and building barbers. Having fun, showing the love. I don’t care what other barber shops are doing. If new barbers come on board with me. I don’t want to hear it. If someone is talking shit. Let them. Hearing this makes me hungrier. Hire the best, pay them if they are good. This bullshit about quality over quantity. If you are working in a barber shop that is a modern traditional barber shop the standard should be a haircut is 20 minutes a haircut that cost $40. If you’re working in an appointment-based barber shop, appointments that are 30 minutes cost $60! You do the math. Barber shops have been around for a long time. Embrace them don’t try to change them.

How has your business evolved Jimmy over recent years and how do you stay on top?

Over the past 19 years building the Jimmy Rod’s brand was the one number goal. By hiring great barbers but then those barbers train up the new blood. Training is key!! Apprentices that don’t push themselves will fail in the coming years. It is easy to stay on top of the industry as I believe it’s about training, training, and more training. A lot of barbershops close these days, as the owners are not barbers. My management team are all barbers now.

What do you see as the main challenges ahead for the industry?

Wages have gone up 20% in the past 2 years. I think it’s great, but only if you can cut 3 haircuts an hour. When I did my apprentice, if we were not doing 4-5 an hour the barbers would rip you. The “hand break” they would say. There are many barber shops, a lot will close or be put up for sale. So, if you’re thinking about starting your own. Save your money then buy one. You get paid straight away. The ATO is out for cash businesses, the government is broken and wants to be paid. Finally - Superannuation!! Business owners need to pay this. It’s the law, so do it!

What advice would you like to share to young entrepreneurs starting their empire with their own barbershop in today’s climate?

Buy your 1st store, create cash flow for your business. Train apprentices and work 7 days a week. Never have an excuse. I am so over hearing shop owners say they are too busy to train an apprentice but winge on social media that they have no staff. If that’s the case, then sell your business, boss life isn’t for you!

And what’s next for Jimmy Rods?

Training new young bloods. Working on increasing sales in all businesses and traveling. I would love to see some overseas barber shows. I will do a few more stores too. We actually have some deals locked in for 2023 and 2024, so watch this space!