He is an old, overweight redneck pimp who is known to lose sight of his prostitutes, regularly losing them to rival pimps under the protection of rival gangs.[reference?]
The Protagonist helps Helmers snatch his girls back from the pimps who stole them and returns them safely, both whilst he is sitting at his trailer and whilst he is sitting on a park bench downtown.
His brother Larry made a fortune after making a reality show about Helmers, and was killed in the Trailer Park by The Protagonist.
Helmers is briefly mentioned by Lindsey. When The Protagonist questions if he even has girls to pimp out, Lindsey states that just because he's not working on some street-corner like the bloated asshole, Helmers does not mean he doesn't have any girls.
Some female NPCs may randomly say that Helmers offered them a job again.
While the subtitles and dialogue specifically refer to his name being "Helmers", his character model in the game files is named "Brian", which is not mentioned anywhere else.