Roy Hernandez Builds ReVibe Co. from a Story of Second Chances

RACINE, WI — Rogelio “Roy” Hernandez found a second chance behind the barber’s chair.

Hernandez, 40, enrolled at Gateway Technical College in August 2020 for an eight-month barber program, hoping to become a professional in a trade he learned years back.

“I needed to change my life, and I like to speak with people. And this is one profession that I felt like was something I could do,” Hernandez said.

Cutting hair provided a needed change

There was a time in Hernandez’s life when cutting hair was a positive outlet, and it evolved into a spark for change.

“I lived a different lifestyle then, and it was really my daughter that got me to want to change my life and to look into different avenues of making income,” he said.

Hernandez said he made a dishonest living as a street drug dealer.

“I got raided back in 2012 and when I was incarcerated, I started to cut my own hair,” Hernandez said. “All the inmates would start to ask who was cutting my hair. I started telling them it was me. And then that’s when everybody would start to come to me to cut their hair.”

It was the call he needed to change his life.

Life after being incarcerated

After being released from prison in 2017, Hernandez attended school and training while needing a full-time job.

He detailed cars to help pay the bills at Azar Auto Dealership before opening his own detailing shop four months ago at 3340 Douglas Ave.

Hernandez worked at Clarity Haircuts Studio for two years before opening his own barbershop in 2022.

“By the time I got out of school, I had a good idea that I was going to have a lot of support for barbering because the detailing business was picking up and I was getting a little bit of publicity already,” he added.

Racine Barber ReVibe Co. has a life of its own

Racine Barber ReVibe Co. offers all styles of men’s and kids’ haircuts. Hours are 9 a.m. to 7 p.m. from Monday to Tuesday; 9 a.m. to 6:30 p.m. from Wednesday to Friday.

Employees include: Jesus Estrada, Libby Prudhom, Diamond S Jordan, Darrian Jackson, Bobby Ruiz and Jesus Deleon.

“I feel like I’ve learned a lot being a business owner, and that keeps pushing me to continue to learn more and just continue to keep going,” he said.

It’s the depth of responsibilities Hernandez has owning two businesses, being a mentor, having a family and caring for his employees.

“Those are the things that keep me going every day,” Hernandez said. “I don’t see myself stopping from working, being a family man, and giving back to the community. I’m 40 years old, like I said. So I’ve had my fun and my passion. And what keeps me going, what keeps me happy, is seeing somebody smiling and seeing somebody feeling good, actually giving back to the community.”

Hernandez giving back to the community

Hernandez’s mentorship philosophy is letting people know that they’re not alone, that they need it if they need something, he’s there. He’s part of the Racine Community Department of Public Safety’s From Struggle 2 Strength program.

Since meeting Hernandez, Corey Prince, one of the lead organizers and founder of Community Consulting, said their conversations centered on ways to give back to the community. One project Prince thought Hernandez would fit right in with was From Struggle 2 Strength.

Prince said Hernandez’s lived experience has made him a great mentor and a passion for helping others. “His want and desire to be an example,” Prince said.

Hernandez’s desire to give back to the community, Prince said, is not only present in his mentorship but reflected in his business.

“And to have success, we have to be courageous,” Hernandez said. “Sometimes we might have to be a little vulnerable sometimes. But there if you work hard enough, if you believe hard enough, there’s a way to succeed.”

Being a mentor, in part, is looking back and not repeating past mistakes.

“There were times when I didn’t really have a direction in life. I felt like I was still working for companies that I really didn’t want to work for,” Hernandez said. “However, I was out of prison, and I was determined to change, but while I made that change, I was also feeding my spirit and giving back and going to church.”