In ShortBy focusing exclusively on haircutting services for men and boys, this Texas-based national chain appeals to male sports fans who appreciate the absence of beauty salon trappings. The athletic motif is set in the lobby, which is outfitted with sports memorabilia and a big-screen TV tuned to the game. Clients choose their own programming from personal televisions while stylists administer the salon's no-fuss treatments, which also include neck and shoulder massage and skin-care services.