DaJuan “DJ” Houston has always built his businesses with purpose, intention, and a clear understanding of the community he serves. While his accomplishments already span multiple industries, his ambitions extend far beyond maintaining what he has built so far. Houston is thinking bigger, planning wider, and focused on creating new platforms that redefine what ownership looks like for people from South Los Angeles. His vision forward is bold—centered on expansion, innovation, and opportunities that empower the next generation.
At the heart of Houston’s future plans is the continued growth of his retail and consumer-facing ventures. What began as a single premium location has evolved into a respected multi-location brand known for quality, consistency, and cultural authenticity. For Houston, this success is not just about business growth—it represents proof that community-rooted ownership can scale with the right strategy and leadership. His next phase involves expanding this model across California, bringing the same standards of excellence, customer experience, and local engagement to new cities.
Houston approaches expansion strategically rather than aggressively. He is focused on entering underserved markets where high-quality, community-oriented businesses are needed most. Each new location will be built on the same principles that define his existing operations: local hiring, strong customer relationships, and hands-on leadership. Growth, in Houston’s view, must be deliberate, sustainable, and aligned with long-term impact.
Behind the scenes, Houston is also focused on strengthening the operational backbone of his business ecosystem. By investing in production, logistics, and distribution capabilities, he aims to create a fully integrated structure that supports scalability and consistency. His emphasis on operational excellence ensures that quality and reliability remain central as his companies expand their reach.
Beyond retail and operations, Houston’s multi-industry experience has shaped a broader entrepreneurial vision. As the owner of Dig Performance, The Protection Firm, and Houston’s Barber Salon, he understands the challenges of building and sustaining businesses across diverse sectors. This perspective has inspired him to create mentorship-driven platforms designed to help others from similar backgrounds pursue ownership—whether in retail, automotive, security, grooming, or other industries entirely.
For Houston, mentorship is about more than theory. It is about visibility and real-world examples. Seeing someone from South Los Angeles successfully operate multiple businesses reshapes perceptions of what is possible. His goal is to turn that inspiration into access. Through workshops, partnerships, and hands-on mentorship initiatives, Houston plans to share practical knowledge on leadership, licensing, brand development, team building, and operational systems—tools he gained through years of navigating complex industries.
Dig Performance represents a major pillar of Houston’s forward-looking vision. What began as a passion for automotive performance has grown into a platform that blends culture, engineering, and competition. Houston sees Dig Performance as more than a performance shop; he envisions it as a hub for enthusiasts, builders, and aspiring mechanics to gain hands-on experience and pursue careers rooted in creativity and technical skill.
The Protection Firm plays a dual role in Houston’s plans for the future. It continues to support his broader business ecosystem while also standing on its own as a growing security services company. As it expands, it provides structured employment opportunities for individuals seeking disciplined, stable, and well-compensated careers—reinforcing Houston’s commitment to creating tangible economic pathways.
Houston’s Barber Salon represents another culturally significant element of his vision. Long recognized as community gathering spaces, barbershops hold deep social value. By expanding this venture, Houston aims to preserve that tradition while elevating standards of service, professionalism, and customer experience. Its growth underscores his belief that ownership can thrive in many forms, from lifestyle brands to essential community services.
The common thread across all of Houston’s plans is simple yet powerful: every venture must create value for others, not just for himself. Expansion is never just about scale—it’s about access, sustainability, and community-rooted success.
Houston’s vision forward marks the next chapter of a story built on resilience, discipline, and an unwavering commitment to South Los Angeles. As his enterprises grow and new ownership platforms take shape, the true measure of his success will not be revenue alone. It will be seen in the opportunities created, the narratives reshaped, and the generations inspired by someone who started where they started—and built far beyond what the world expected.