You’ve seen the commercials. If you live anywhere near the Rockies, you’ve probably seen them a thousand times. A crumpled sedan, a stern-faced man with a deep voice, and that unmistakable moniker: The Strong Arm.
Frank Azar isn't just a lawyer anymore; he’s a brand. A fixture of Colorado daytime television. But behind the catchphrases and the aggressive "Turn this wreck into this check" marketing, there is a legal history that’s actually a lot more complex than a thirty-second spot on Channel 7. Most people think of him as just a "car accident guy." Honestly, that’s barely half the story.
The Man Behind the Strong Arm Persona
Frank Azar didn't just wake up one day and decide to be the most famous personal injury attorney in the West. He grew up in Trinidad, Colorado. His dad was the District Attorney there, and Frank eventually followed in those footsteps, becoming the youngest Assistant DA in the state’s history at the time.
He saw how the system worked from the inside.
By 1987, he pivoted. He opened Franklin D. Azar & Associates with a focus on the "little guy" against big insurance. It sounds like a cliché, but the scale of what he actually built is kind of staggering. We aren't just talking about a local office in Aurora. The firm has grown into a massive operation with over 14 locations and dozens of attorneys.
He’s a Phi Beta Kappa graduate from the University of Colorado and got his J.D. at Denver Law. This isn't just a guy with a loud voice and a billboard budget; he’s got the academic and trial pedigree to back it up.
It Wasn’t Always Just Car Accidents
If you think Frank Azar the Strong Arm is only interested in fender benders, you’re missing the biggest wins of his career.
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In the mid-90s, Azar took on one of the biggest corporations on the planet: Walmart. It started small in Trinidad, representing pharmacists who weren't getting paid their overtime. Walmart argued they were "salaried professionals." Azar didn't buy it.
That single case snowballed into a 26-state class action lawsuit.
It took over a decade. But by the time the dust settled, the litigation resulted in over $750 million in settlements. It literally changed the way the largest retailer in the world handles rest breaks and overtime pay for hourly workers. That’s not "ambulance chasing." That’s institutional change.
The $11.5 Million Helmet Verdict
Then there was the Riddell case. In 2013, Azar went after the primary helmet provider for the NFL. A high school football player in Trinidad suffered a traumatic brain injury while wearing a Riddell helmet.
Azar argued the helmet was defectively designed.
A jury in Las Animas County agreed, awarding $11.5 million. It was one of the largest individual verdicts against a helmet manufacturer in U.S. history. This case helped push the conversation about concussion safety and equipment liability into the national spotlight years before it became a mainstream media obsession.
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Why the "Strong Arm" Label Sticks (and Annoys)
Marketing works. People remember the name. But being Frank Azar the Strong Arm comes with a certain amount of baggage.
Some people find the ads "low-brow." Critics often point to his 2023 legal scuffle with an Alabama law firm that was allegedly buying Google search terms related to his brand. It’s a cutthroat business. When you spend millions on advertising, you become a target for both competitors and critics who think personal injury law is purely about the money.
He’s also had his own brushes with the spotlight that weren't for TV. There was a 20-month fight with the IRS over a 2017 tax bill that finally wrapped up in early 2023. He’s human. He deals with the same administrative headaches as any other massive business owner, just on a much louder stage.
The Reality of the "Strong Arm" Experience
So, what happens when you actually call the number?
You probably won't talk to Frank. Not at first, anyway. With 50,000+ clients over thirty years, the firm operates like a finely tuned machine.
- The Intake Process: It’s usually 24/7. They have people waiting for that call because they know insurance companies move fast.
- The Specialization: They have specific teams for trucking accidents, workers' comp, and mass torts.
- The Fees: Like most PI firms, they work on contingency. You don't pay unless they win.
One thing people often overlook is his involvement in "mass torts." This is where the firm goes after pharmaceutical companies for things like faulty hip implants (DePuy) or dangerous drugs (Vioxx, Fen-Phen). Azar was even appointed to the Plaintiffs' Steering Committee for the DePuy Pinnacle hip implant litigation—a role usually reserved for the elite tier of trial lawyers in the country.
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Actionable Tips if You’re Considering a PI Firm
If you find yourself in a situation where you're looking for someone like Frank Azar the Strong Arm, don't just sign the first paper put in front of you.
First, get your medical records in order. No lawyer can help you if there’s no documented injury. Second, don't talk to the other person's insurance company without a representative. They aren't your friends; they are looking for a reason to lower the settlement.
Third, ask about the "litigation budget." Big firms like Azar’s have the cash to hire expert witnesses and accident reconstructionists. A smaller firm might not be able to float those costs for two years while a case winds through the courts. That’s the real advantage of a "Strong Arm"—it’s the bankroll to outlast a billion-dollar insurance company.
The Legacy Beyond the Billboards
Whether you love the commercials or mute the TV when they come on, you can't deny the footprint. Azar has funneled a lot of that "Strong Arm" money back into the community, specifically in southern Colorado. His annual golf tournament, the Azar Invitational, has raised hundreds of thousands for scholarships at Trinidad State.
He’s a polarizing figure, sure. But in the world of law, being liked is less important than being effective.
For the person who just had their life turned upside down by a semi-truck on I-25, they don't care about the aesthetics of a billboard. They care if the person representing them has the resources to win. And after nearly forty years, Frank Azar is still standing in the ring, white shirt untucked, ready for the next round.
To make sure you're protected after an accident, always document the scene immediately with photos and never admit fault to an insurance adjuster before consulting with legal counsel. These initial steps are often the difference between a denied claim and a fair settlement.