The 0$ haircut marketing hack that built a grooming success

Jason Yeats didn't start out in the grooming industry. With no background in hair or beauty, launching a men's barbershop chain wasn't the obvious path. But when a friend voiced his frustration with the lack of great options for guys, a spark was lit. What began as a side hustle quickly became G.O.A.T. Haircuts: a bold, membership-based grooming experience built for modern men. In this episode of Growth Diaries, host Sudheer Koneru chats with Jason about scaling from one store to over twenty, why unlimited haircuts were a gamble that paid off, and how G.O.A.T. is redefining confidence, from fresh fades to hormone therapy. From creating a culture where stylists stick around for years to expanding into med spas with the same loyal customer base, Jason shares what it takes to grow a brand rooted in service, systems, and a whole lot of swagger.

In this episode of Growth Diaries, host Sudheer Koneru chats with Jason about scaling from one store to over twenty, why unlimited haircuts were a gamble that paid off, and how G.O.A.T. is redefining confidence, from fresh fades to hormone therapy. From creating a culture where stylists stick around for years to expanding into med spas with the same loyal customer base, Jason shares what it takes to grow a brand rooted in service, systems, and a whole lot of swagger.

What You’ll Learn:

How to successfully implement a membership model in the salon industry
Why choosing high-visibility locations over lower-cost alternatives can reduce long-term marketing expenses
How to build employee loyalty through performance metrics, incentives, and clear career growth opportunities
Why solving a specific customer pain point leads to stronger brand differentiation and market success
How to expand from core services into complementary offerings while maintaining brand consistency

Jason Yates is the Co-founder of G.O.A.T. Haircuts & Athletic Spa, an innovative men's grooming brand that has revolutionized the traditional barbershop experience across Arizona and Utah. With a background in systems and process optimization, he has successfully scaled the business to 20 haircut locations and two med spas, pioneering a unique membership-based model that has transformed customer loyalty and staff retention in the industry.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.