Rick Fairless

Building an Empire: Rick Fairless and the Rise of Strokers Dallas

From humble beginnings in a Dallas suburb to becoming a national icon in custom motorcycle culture, Rick Fairless has lived the American dream on two wheels. A true original, Rick has spent his life turning his passion for bikes into a thriving business empire that spans custom builds, a tattoo parlor, and one of the most unique biker bars in Texas. His story is one of grit, creativity, and a relentless drive to turn the ordinary into something extraordinary.

Early Days: A Love for Bikes and a Taste for Success

Rick Fairless was born and raised in a quiet Dallas suburb, where his obsession with two wheels began early. By the age of 10, he and his brother were already tearing around the neighborhood hills on their bikes, each ride sparking dreams of the custom machines Rick would one day build. But the road to becoming a master bike builder wasn’t a straight line.

That same year, Rick took his first job as a stock boy at his uncle’s paint store chain, learning the ropes of the business world while still a kid. He quickly moved up through the ranks, becoming the manager of the Irving store, which he grew into the top-performing branch in the entire chain. When the company was bought by Glidden, Rick’s natural talent for sales shined—he became the top sales representative in the country.

But no matter how successful he was in the paint industry, his heart was always somewhere else: on the open road, dreaming of custom choppers.

Turning Passion into Business: The Birth of Easyriders Dallas

The 1990s were a golden era for custom motorcycles. Custom shops like Easyriders were springing up around the country, and Rick saw his opportunity to take his passion and turn it into something real. In 1996, he opened the doors to “Easyriders Dallas,” a custom motorcycle shop that would change the landscape of biking culture in the area.

Housed in a ramshackle 1930s building, the shop was no typical dealership. Rick’s eccentric personality permeated every inch of the space. He adorned it with quirky memorabilia, turning it into a shrine to everything that made him who he was—a blend of nostalgia, irreverence, and undeniable charisma. “I filled it with goofy stuff that reflects my goofy life,” he explains, a nod to the whimsical chaos that would become his signature.

The shop was more than just a place to buy or build a bike; it was a hangout, a haven, and a hub for the Dallas biking community.

Expanding the Empire: From Motorcycles to Margaritas

Rick wasn’t content to stop at just bikes. The same creativity that fueled his custom builds also inspired him to think bigger—much bigger. Right next door to the shop, he opened Strokers Ice House, a biker bar that quickly became a hotspot for local riders and visitors alike. Part bar, part restaurant, and part live music venue, Strokers Ice House had the same eclectic charm as the shop itself, with Rick’s larger-than-life personality reflected in every corner.

The success of Strokers Ice House set the stage for the evolution of the entire Strokers “Empire.” By 2002, Easyriders had decided to end their franchise program, and Rick seized the chance to make his vision completely his own. He rebranded the shop as Strokers Dallas, launching a new chapter for his growing business. And in true Fairless fashion, he didn’t stop there.

In 2010, he added Strokers Ink Tattoo and Piercing Parlor to the compound, cementing Strokers as a one-stop destination for anyone looking to embrace the custom motorcycle lifestyle—both on the road and on their skin.

From Shop to Spotlight: A Star is Born

Rick’s talent and flair for the dramatic quickly caught the attention of the media. He and his shop were featured on the Discovery Channel’s Biker Build-Off, where his unique designs and offbeat persona made him a standout. He’s also appeared on Storage Wars, Auction Kings, and even had his own series, Texas Hardtails on the Speed Channel in 2005.

But perhaps his most notable TV venture came in 2010 with Ma’s Roadhouse on truTV. The show featured the daily ups and downs of running Strokers, with a spotlight on the dynamic—and often hilarious—relationship between Rick and his strong-willed mother, affectionately known as “Ma.” It showcased not just the business, but the real people behind it: a family united by a love of motorcycles, a shared sense of humor, and a whole lot of grit.

Family First: Building a Legacy

Rick’s business may be bold, loud, and unapologetically unique, but at its core, it’s always been a family affair. Rick and his wife Susan have five children, all of whom have worked at Strokers at one point or another, contributing to the shop’s growth and success. Each has played a role in making Strokers more than just a business—it’s a living, breathing legacy that reflects the spirit of everyone involved.

Even as Strokers Dallas continues to evolve, with new builds rolling out and the compound expanding, Rick’s focus remains the same: to create a place where bikers from all walks of life can come together, share a drink, get a tattoo, and feel like they belong.

Riding into the Future

Today, Strokers Dallas spans 2.5 acres just outside of downtown Dallas, a sprawling testament to Rick’s vision. But it’s more than just a shop or a bar—it’s a destination. Bikers come from all over to see the famous Strokers Ice House, to get a tattoo at Strokers Ink, and, if they’re lucky, to meet the man behind it all.

Rick Fairless has built more than just an empire; he’s built a community. Through his tireless work and unflagging passion, he’s shown that there’s more to the custom bike world than engines and paint jobs—it’s about the people, the stories, and the wild spirit that drives us all to keep riding.

So whether you’re cruising through Texas or just passing through, there’s one stop every true biker needs to make: Strokers Dallas, where the beer is cold, the bikes are hot, and Rick Fairless is still dreaming up his next big idea.