Photographs by Caitlin Abrams
Brian Wohlman, Dan Watson, and Jon Ruprecht of The 2 Bits Man in St. Cloud
From left: Brian Wohlman, Dan Watson, and Jon Ruprecht of The 2 Bits Man.
Any guy looking for the best haircut and beard trim in St. Cloud goes to Brian Wohlman at Loft Salon & Spa. It’s not a manly place, but Wohlman’s classic barber chair is set apart from the rest of the salon, in a black and wood paneled side room. Wohlman has to crank his chair up high to avoid hunching all day—he’s a tall, tattooed, burly guy with a bushy beard that skims his dark denim apron. He looks like he could crush scissors between his thumb and pinky. And then he starts talking about essential oils and the benefits of eucalyptus on dry skin.
St. Cloud entrepreneur Dan Watson recalls his first time in Wohlman’s chair. “He threw some stuff on the back of my neck that felt amazing. I was like, ‘Dude, what is that?’”
And that was the beginning of The 2 Bits Man, a grooming collection aimed at guys who don’t generally use words like grooming or essential oils. The most popular 2 Bits beard oil is The Woods, which smells like pine and cedarwood. “It keeps the beard from getting brittle,” says Wohlman, nicknamed 2 Bits for his cut and shave. “And it just makes you feel good—a little taller, more confident.”
Wohlman develops the natural oils and balms. Watson, an army vet who let his beard grow along with the business, is the CEO. A third partner, Jon Ruprecht, handles web development and graphic design. They’re all dads and members of the same Tuesday morning prayer group for St. Cloud businessmen.
The products, starting at $15, launched online two years ago and started selling right away—without much advertising, nor any store presence. “It went from a hobby to a business really fast,” says Watson, whose expertise is online sales. The latest additions to the 2 Bits collection include razors and pre-shave oil. Wohlman says it’s a way of “future proofing” the company for a time when hipsters go back to shaving. the2bitsman.com