Dallas James Wicker

is a modern-day rancher, a husband, and a relentless advocate for men reclaiming their strength, purpose, and legacy. He’s lived through illness, loss, financial hardship, and the kind of pain that breaks most people—but he never stayed down.

Today, Dallas is the founder of

The Dominance Protocol®

, a movement and course designed to help high-performing men rise above modern softness, reclaim discipline, and lead with conviction. He also helps run multiple mission-driven businesses alongside his wife, Katie, all rooted in faith, family, and hard work.

Dallas believes men were built to provide, protect, and produce—and that the world suffers when men stop leading. Through social media, speaking, coaching, and content, he challenges men to rise, to take responsibility, and to become the kind of leader their family, their country, and their legacy needs.