As horse sale season kicks into high gear, buyers and breeders are keeping a close eye on the traits and bloodlines that are driving demand in today’s competitive Western performance market. Watching the sport of rodeo flourish in the past decade has had a lasting impact on the market, along with other changes within the industry. Echoing what we’ve seen in previous years, market trends are leaning heavily toward well-bred, athletic horses with proven lineage, strong minds and early performance records. The top cowboys and cowgirls across the globe are always looking for the next best addition to bring to their lineup as the market changes. Whether you’re shopping for a future rodeo athlete or a solid all-around prospect that will help you get the job done, understanding the trends in each discipline can make all the difference this sale season.

 

Having a firm understanding of what sales are bringing the top horses can make all the difference this sale season, as everyone continues to search for the next big thing. One sale that continues to draw attention in the Pacific Northwest is the Central Washington Livestock horse sale in Moses Lake, Washington. In addition to their regular weekly sales, they have three upcoming dates dedicated specifically to horse auctions: September 6, October 11 and November 8. Each sale is expected to feature a dominant lineup of consignments. Known for its working-horse atmosphere, this sale offers a platform for local buyers and sellers, as well as a few highly anticipated cataloged events throughout the year. It’s become a reliable source for ranch-broke geldings, younger prospects with potential, and everything in between to find the perfect fit for you. The June 14 horse sale at Central Washington Livestock showcased strong demand across the board. The high seller, Hip #46, consigned by Paul and Tyler Smith, brought an impressive $12,400. The top five horses averaged $8,750, while the top ten averaged $6,840. The loose horse market also brought competitive bidding, with the high-seller going for $3,000 and the top five loose horses averaging $1,920. Whether you’re buying or browsing, this is a sale that belongs on your radar.

 

A strong demand for versatile, well-rounded horses with solid minds, sound conformation and popular bloodlines is driving current market trends in horse sales. These are all obvious qualities that owners want to see in their horses, regardless of the job at hand. Buyers are weighing qualities heavily on horses that can perform under pressure, whether in the arena, on the ranch, or out on the trail. Desirable traits of a well-rounded horse include, but are not limited to, athleticism, trainability, a calm disposition, and a history of performance or exposure to real-world work. With how fast the rodeo industry continues to grow, buyers are looking for bloodlines that enhance cow sense and speed. Quarter Horses continue to dominate the market as we have seen for years, especially those with bloodlines tied to top money earners in the performance world. There is also growing interest in horses that blend multiple characteristics and are capable of thriving in roping, barrel racing or ranch work, while remaining safe and user-friendly for amateur riders or families. Buyers want a horse that can excel in any circumstance they are exposed to. This focus on reliability and multi-purpose ability reflects a shift toward horses that fit a wider range of riders and lifestyles.

 

Another standout horse sale, grasping the attention of serious buyers this summer, is the League of Legends Horse Sale in East Helena, Montana. This auction is keeping its reputation for bringing in elite performance prospects and proven bloodlines in the heart of Big Sky Country. The origin and purpose of this sale make it very unique from others. The goal was to create a unique, invitational sale where potential buyers could come and try horses being featured before auction day. This sale is completely invitational—a decision made by founders Chad and Paje Turner, who, through their deep involvement in the industry, recognized the need for an event that highlights quality and consistency. Their vision was to bring light to horses versatile enough to transition from the show or performance arena to a hard day’s work on the ranch while still having the qualities of one that can spend the day on the trail – all of which are proven qualities buyers are constantly seeking in their next purchase. League of Legends is a sale designed for everyone, from first-time buyers and busy professionals to beginners and seasoned horsemen, making it a standout stop on the summer sale circuit. The sale kicks off as “Casual Friday” on August 1, where registered buyers can spend the day riding as many “Legends” as they want on the trails or in the arena in hopes of finding their perfect fit. The next day, buyers gather with anticipation, ready to place their bids on the ideal horse to fit their needs.

 

In the past few years, the League of Legends Horse Sale has seen a noticeable rise in first-time and female buyers. Many bidders are parents and grandparents searching for safe, dependable horses for their children and family members, while others include retired couples looking to spend their next chapter on horseback. A growing trend noticed is among busy professionals who may not have time to ride regularly but are still drawn to the sale, confident that when they do get the chance, their horse will provide a safe and enjoyable experience. A rising number of first-time sale buyers have been seeking flexible performance horses that can double as reliable partners on the ranch or out on the trail. A good horse can do it all. The League of Legends Horse Sale makes it possible to ensure you are getting a quality equine athlete that fits the needs of each and every aspect of your life horseback.

 

As the demand for high-quality, diverse horses continues to grow, it’s very evident that the Western performance horse market is thriving. The current broad demand in the horse market centers around finding a horse with a strong heart and the drive to support you in excelling across all areas of your life. Whether you’re looking for a seasoned performance prospect, a reliable family companion, or a strong ranch tool, success in today’s market comes down to doing your research, asking the right questions, and understanding what characteristics you truly value in a horse. With thoughtful preparation and a clear understanding of your goals, sale season offers the perfect opportunity to find the horse that fits your life, no matter the discipline.

JJ Gottsch has enjoyed eight months of basking in the glory of ultimate professional success. He is not resting on his laurels. The CEO of the 2024 Professional Bull Riding Team Series Champion Austin Gamblers, Gottsch has been busy working to keep his franchise stacked for the upcoming season. Despite being a defending champion, Gottsch recently added the top available free-agent bull rider, Sage Steele Kimzey, to an already star-studded roster.

This relentless approach to not only achieve but to maintain success can be traced back to Gottsch’s youth. Born in Omaha, Nebraska, Gottsch was raised about 25 miles west in the small town of Valley before moving to Elkhorn.

“My cousins, aunts and uncles lived there. The Gottsch family is big in Nebraska as far as livestock feeders. They’ve been in the top 15 for probably 40-50 years. The other uncles and their kids did a lot of farming, and then my dad and my two older brothers were involved in the commodities aspect of it, so everybody worked together. I learned by watching my family, who were all hard workers. They were all hustlers and never took anything for granted. Nobody felt like they were entitled to anything.”

Gottsch comes from an athletic family. His father, Virgil, was a member of the Nebraska Baseball Hall of Fame, while his mother, Judy, was a professional bowler. JJ Gottsch himself had a brief career in Minor League Baseball after playing at Creighton University.

“I was just like every other little kid with dreams of playing in the College World Series. I got to check that box. Then, you hope to make it to the major leagues. I was fortunate enough to sign a professional contract after college. The problem was that as everybody else continued to get better, I probably peaked in college.”

His playing career eventually led him to a position as a marketing director with the Round Rock Express, the Nolan Ryan family minor-league franchise. From there, he got a position with another minor-league team, the Corpus Christi Hooks, as general manager.

“The experience working with the Ryan family was great. There were so many things we did there that involved building a franchise from the ground up that helped me learn the fundamentals of blocking and tackling when it comes to things like politics, merchandising, creation of logos and everything like that. I was 27 at the time. I just tried to pay attention and take good notes. Then the Ryans were good enough to let me go to Corpus Christi in 2003, where we did a lot of the same things we had done with Round Rock.”

His front office work in Minor League Baseball led to a stunt that is forever enshrined in internet history.

“The world of Minor League Baseball is built on fun and unique promotions. It occurred on May 6, 2010. Long story short, Will Ferrell, when he was in college at USC, had a fraternity brother who got cancer and had to leave school to get treatment. This depleted a lot of the family’s funds. They had been running a golf tournament out in San Diego to help, but eventually, word got to Reed Ryan, CEO of the Round Rock Express, and they decided to do something down here. He contacted me about promoting a golf tournament here, and I suggested that we could do something really fun that would get eyeballs on it. So, we put together this creative team that came up with the idea of creating a fake baseball pitcher named Rojo Johnson, out of Venezuela, who had served jail time for importing reptiles into the United States. They just really ran with it. So, Will Ferrell comes out of the bullpen as reliever Rojo Johnson to pitch to me, pretending to be a member of the Nashville Sounds, in the middle of a real game. He was supposed to bean me with the pitch, but he missed me. I charged the mound and ended up chasing him around in centerfield. It was a lot of fun. Those were the early days of YouTube, and I think it got over a million hits in the first three or four days. It was just the epitome of Minor League Baseball.”

These experiences cast Gottsch perfectly for what was to come next. A new professional sports league attempted to turn a traditional individual competition into a team-based concept. The Professional Bull Riding Team Series was looking to go live and a franchise in Austin, Texas, needed leadership.

“At the time, I was on the board of the Austin Sports Commission. I remember one of the executives from the baseball team came over and mentioned this new bull riding team that’s coming to town. So, I called their headhunter and said, ‘I’m on the Sports Commission board and would love to help you with whatever assets and resources we have available to get the franchise landed here.’ So, he called me, and we went back and forth for a couple of days. He ran some things by me, and I offered some feedback on different folks locally and regionally. Then, three or four days later, he just asked, ‘Hey, what about you? Would you be interested?’ Initially, I wasn’t because I was working for Nolan Ryan and had been there for 20-plus years. We had a great relationship, and I still enjoyed my time there. But they kept coming back and continued to tell a more compelling story. The more I heard about the opportunity to build things and create things, the more it really attracted me. The opportunity to open the Moody Center, and to be a part of not only the launch of a new team and a new brand but a new league was exciting. You don’t get many opportunities in your life, especially when you’re fifty, to start something new again and utilize everything you’ve learned.”

The Gamblers had their man JJ Gottsch, and the league had an executive well-versed in marketing and promotion. The PBR Team Series has grown significantly in three years of operation. With a slick marketing campaign that has led to a weekly broadcast contract with CBS and expansion into major markets in Florida and New York City, the league is well-positioned for future growth.

“I think it’s hugely important to have people understand and recognize your brand. While we sit here today in April of 2025, I think a lot more people know who the Austin Gamblers are, and that we’re a professional bull riding team and part of the PBR teams; that was the case in April of 2022. But we’ve still got a lot of work to do. I think with what you’ve seen not only here in Austin but now in the other nine markets where we expanded from 8 to 10 teams, the team concept is a much-easier-to-consume product than the individual competition because you don’t really need to know the intricacies of bull riding or how bulls are scored or how riders are scored. It is just about my team being the green team from Austin, and there goes the orange team from Kansas City. We rode four bulls. They rode three. We won.”

Gottsch attributes the growing popularity of bull riding to a parallel national interest in Western culture.

“I think a lot of what Taylor Sheridan has done; it was the perfect time for that show to come out. You were right on the heels of COVID, and people wanted to have an opportunity to get away from the city and have their own little piece of real estate in their little piece of the country, and then Yellowstone came out and 1923 and all the different spinoffs. Then, the explosion into other parts of society in terms of fashion, in terms of music and the pop stars, which have now turned into country stars. You kind of see these trends come and go, but this one has seemed to stick, and now there’s so much investment in it. I think it’s going to be around for a long time. At the end of the day, it is just the authentic, humble nature that makes up the cowboy. Hard work, grit and determination are all the qualities that make them appealing. If you are someone who puts your hand in a bull rope and is on the back of a 1500-to-2000-pound bull, you’re going to be humble, and you’re going to understand a lot of things and have respect for a lot of things. The first thing that they typically do is to get down on their knees and pray and thank God.”

As is the case with so many who embrace Western culture, Gottsch’s faith is important to him.

“I’m more spiritual than I ever was before. Growing up, I went to the Lutheran Church in town, but then in high school, I transferred to a larger high school in Omaha for my last two years specifically to have the opportunity to play sports and get noticed by Division One universities. The school I went to was a Jesuit Catholic school. From there, I went and played baseball at Creighton University and was there for three years. So, for five years in a row, I was in a Catholic institution or institutions. Then, I transferred to TCU (Texas Christian University), where I graduated and ultimately coached for a couple of years. In that aspect, I had a lot of religion and theology. I was exposed to several different religions, and then as I’ve gotten older, it’s just kind of continued to develop. It definitely plays a part in my life, and probably more so since I’ve gotten into this bull riding business because it does play such an important role in all our riders’ lives and the whole PBR rodeo system. It is a very faith-based sport. I would say my faith and exposure to faith has increased probably tenfold over the last three years.”

The road to the NFR is filled with more than just quality runs, diligent preparation and a strong mindset for success. It’s more than smart decisions regarding traveling partners or the time put into setting achievable goals that contribute to what you want out of the sport. For rodeo cowboys and cowgirls, success often begins long before they back into the box or settle down into the chute to nod their heads. It starts with a smart entry strategy that considers travel, logistics, available purse and, above all, feasibility. With hundreds of rodeos on the calendar, competitors must weigh in on decisions regarding stock quality, arena conditions and competition level. The Fourth of July rodeo run – also known as Cowboy Christmas – is considered one of the busiest weeks or months of the year due to the sheer number of rodeos that can be entered and the money up for grabs. Cowboys and cowgirls alike view this time strategically and plan their runs according to their set goals and standards for the year.

Tucker Allen, 25, of Ventura, California, is a 2024 NFR steer wrestling qualifier and is well on the way to another qualification to Las Vegas this December. However, despite his strong start in the 2025 season, Allen is no stranger to the importance of a well-planned and executed Cowboy Christmas. To Allen,

“The Fourth of July is one of the most important weeks of the rodeo season… some of the best rodeos are then, and it is important to work the big ones.”

Allen furthered the idea that despite the importance of hitting the large rodeos, utilizing the vast number of smaller but well-run productions is equally as important to making the finals. As a steer wrestler, Allen takes into consideration his traveling partners, the logistics involved with travel, and the timing of performances and slacks. Allen will primarily be traveling with Justin Shaffer, Jace Melvin and Holden Myers during the 2025 season.

When asked about his Fourth of July entry and horsepower strategies, Allen expressed that, often, they will leave horses with family and fly out to work other rodeos where they will mount out. According to Allen, “We always try to work certain slacks [over the fourth run] to make the rest of the week easier for Livingston [Montana], Red Lodge [Montana] and Cody [Wyoming].” It is no secret that the fourth run is hectic and can be classified as brutal for contestants. When asked how busy the month of July is in terms of running steers, Allen stated, “I think that is the easiest part of the whole week. You try and block out what has gone into getting to that rodeo and just do the best you can.” Allen furthered the idea by saying, “If it doesn’t work, all you can do is be ready for the next steer that day or that next morning or night.” Given the physical strain, Allen elaborated, “It’s always a given that you will be worn out mentally after the fourth, but physically, for our event, it’s not much of a toll since we are in shape and run lots of practice cattle.” Fundamentally, the Fourth of July rodeo run is instrumental in qualifying for the NFR; Allen stated, “The fourth is important to us and can almost ensure your ticket to the NFR if you hit big. You must take each steer one at a time and not carry the bad runs with you to win on the next one.”

Tristen Hutchings, 25, of Monteview, Idaho, is a three-time NFR bull riding qualifier with notable successes through NFR round wins, PRCA rodeo titles, collegiate championships and most recently, the 2025 American Rodeo bull riding title. As a rough stock competitor, the logistics of travel and the expenses associated with rodeo differ slightly in comparison to the timed event cowboys and cowgirls. However, the amount of opportunity and the need to plan strategically does not change, no matter the event you compete in. According to Hutchings, “There is a lot of opportunity when it comes to the Fourth of July … some people call it quits if they don’t have a certain amount of money won, but I’ve seen the Fourth of July make or break [a competitor].”

In terms of entry strategies, Hutchings expressed, “We go to the largest paying rodeos and make the [logistics] work. You might not trade all year, but you trade during the fourth.”

Travel between flights and driving varies from contestant to contestant; however, Hutchings primarily “drives to everything… sometimes we pay for it in less sleep, but we have our home on wheels at the rodeos.” As for strategically planning in their entering, Hutchings, and his traveling partners “try and map it out” in a way that ensures the bigger rodeos are hit and that they are not overdoing it. The Fourth of July is busy, and according to Hutchings, “It’s nonstop. You never get a break, and it’s a great time to be on a heater!”

Lisa Lockhart of Oelrichs, South Dakota, and 18-time NFR barrel racing qualifier has a more unique and substantial approach to the Fourth of July rodeo run to maximize profits and showcase her horses’ abilities. Cowgirls competing in barrel racing take into consideration the importance of Cowboy Christmas and its ties to an NFR qualification. Lockhart stated, “Ultimately, there is a lot of money to win in July and August… so you just never say never. It a perfect time to capitalize on some large venues, and so it is something that you plan strategically to fit your situation.” For Lockhart, the cowgirl primarily tries to fit her horses to which rodeos she believes they will excel at the best.

“It’s not always about what is the biggest rodeo, but where my horses have the biggest chance.”

Horsepower is key to success within the WPRA barrel racing, and allowing the horsepower the chance to do the talking is necessary for a successful fourth and overall season. When asked about entry strategies to maximize the number of rodeos attended, Lockhart stated, “Quality not quantity. I’m very strategic in trying to plan my schedule where my horses are not worn out” due to the number of rodeos available at the end of July and into August. “I will strategize where I can hit as many good ones as I can and know they will fit my horses’ situations while still [prioritizing] rest.” For the NFR Barrel Racing Average Champion, in some years, the planning is very routine, while in other years, it can change. Lockhart continued with her grateful outlook on getting to compete in the Bad Lands circuit and the number of rodeos available in that region. The flexibility of schedules allows Lockhart to switch out horses or adjust her schedule depending on the needs of her and her four-legged athletes. A key decision factor that goes into Lockhart’s overall success as a barrel racer within the WPRA.

Rodeo is a high-stakes sport where the wrong decision or lack of preparation can be the deciding factor between a gold buckle or the loss of one. The right decision can make all the difference between being crowned a champion or being sent home to try again the next year. Behind every ride or run is a careful calculation of travel routes, added money, stock draws, arena setups and overall competitive formats. No matter your level of competition, smart entry strategies are as essential as the ropes you choose to use, the way you set your feet or the decisions that go into a successful run. In the sport of rodeo, every second counts, and the factors that contribute to winning do not always start in the arena, but rather the choices made long before you pull through the gates of the grounds.

Yesterday: Callahan Crossley – Tryan

College You Rodeoed For:

Blue Mountain Community College [Pendleton, Oregon]

Years at CNFR and Event(s):

2013, 2014 and 2015 in the barrel racing and breakaway roping.

Years You Won the CNFR:

2015 National Barrel Racing Champion; 2014 Reserve Champion

Hometown/Where You Live Now:

Hometown – Hermiston, Oregon. Now, I live in Huntley, Montana.

Graduation Year/Major/Current Career or Involvement in Rodeo:

I graduated in 2015 with an Associate degree of general studies.

What was your most memorable college rodeo moment?

Probably having a great chance to win the college finals in 2014 and Taylor Engesser beating us in the last round on their amazing horse, which had also been going to the high school finals or state with her sister, if I remember right – similar stories with sharing horses like my sisters and I had shared. That will always stick with me and made losing a little easier when it was to such a cool story.

How did college rodeo shape your career—in or out of the arena?

It shaped a lot of my life, for sure, in and out of the arena, gave me the courage to go out and continue to pursue rodeo after college, which ultimately led me to finding my husband and my little family I have now.

What do you miss most about college rodeo?

Living with friends, then going to rodeos and competing together.

Who had the biggest impact on your rodeo career?

Oh, definitely my family because I got to grow up watching both my mom and dad compete at the professional level. Then, when I was older, I got to watch my sisters do so well in the high school, college, and pro rodeos. So, when it was finally my turn, I had all the support and horsepower from literally all of them to go rodeo – with them at first then eventually I went a little different route.

What’s your proudest accomplishment since CNFR?

Rodeo related – it’s probably winning the Canadian finals in 2018.

How do you stay involved in rodeo today?

I’m very involved in rodeo to this day, but not so much being entered. My kids and I travel around supporting my husband, seeing the sights, and taking in the moments that you take for granted when you have a great horse and are competing yourself! One day we will get back to being entered (hopefully sooner), but for now I’m enjoying the passenger seat and raising babies.

What advice would you give your younger self before that first CNFR run?

Don’t be dumb! Try harder to be prepared, mentally.

 

 

Today: Taycie Matthews

College You Rodeoed For:

I rodeoed for East Mississippi Community College for 2 years and then transferred to The University Of West Alabama.

Years at CNFR and Event(s):

I made the CNFR in the barrel racing in the years of 2021, 2022, 2023 and 2024.

Years You Won the CNFR:

2023 and 2024 National Champion Barrel Racer, and 2023 National Women’s Team Champions: University of West Alabama

Hometown/Where You Live Now:

Wynne, Arkansas

Graduation Year/Major/Current Career or Involvement in Rodeo:

I graduated in spring of 2024 with a bachelor’s degree in business administrations. I currently work on our family sweet potato farm and go to rodeos and barrel races on the weekends.

How did college rodeo propel you in your professional career?

Rit taught me responsibly and accountably.

What advice did someone give you during college rodeo that has stuck with you?

Enjoy it because you can’t college rodeo forever.

What has been your favorite rodeo memory so far?

Winning the Women’s Team title at the CNFR.

Who’s your biggest rodeo role model or mentor?

My biggest rodeo mentor would have to be Lisa Lockhart.

How did competing in Casper, Wyoming, affect the way you competed at the NFR?

It didn’t really affect me in any way. Maybe it just helped me in preparing for a smaller pen.

What advice would you give to CNFR contestants as they compete for a national championship this year?

Try your best to stay consistent and take one run at a time!

 

 

Tomorrow: Jordan Driver

College You Rodeo For:

Tarleton State University.

Years at CNFR and Event(s):

4 years; barrel racing and breakaway roping

Hometown/Where You Live Now:

Garden City, Texas

Graduation Year & Major:

May 2025. Bachelors of Science with a Kinesiology Major

What has your journey to the CNFR been like this year?

Being my last year, I wanted to go out with a bang. I set a pretty high goal of winning the Southwest Region in the barrels and all-around at the beginning of the year. I had to remind myself many times that it was a marathon not a sprint, but when the opportunity arises take advantage of it and capitalize on it.

How do you balance college life with rodeo?

Thankfully, I have been very fortunate that my classes and studies are online. It has been very helpful to have that, especially with pro rodeoing as well. I have definitely had to learn how to time manage, and keep myself accountable to stay ahead of my studies.

What’s one piece of advice that you’re taking into your final CNFR?

Have fun and let it all hang out. In the end, it is all in God’s plan what will happen, but I know I have spent the long hours and days preparing for that week, so just go do what I do every day.

What has been your favorite college rodeo memory so far?

There is honestly so many that it is hard to pick one. My most recent favorite college rodeo memory is winning two of the biggest college rodeos of the semesters with my roommate. As well, attending my second CNFR with my two best friends as teammates and competing together for a national title.

What are your goals after the CNFR?

My main goal after the CNFR is to make the NFR. That has always been the end goal, and we are going to give it a run this year.

What role has your team and coach played in your success?

Being apart the Tarleton State University Rodeo Team has been nothing but a blessing to me. My coaches, Mark Eakin and Brittney Stewart, have been a huge part of my success here at TSU; and I will never be able to thank them enough for pushing me past my comfort zones and always being there when I need support. I have met some of my lifelong best friends from being on this team; and I truly believe it is all from being a part of such a well-driven community that is our team. My friends and coaches want to see me succeed beyond just the college stage and would give me the shirt on their back at any time. Knowing that I have that type of support system is what keeps me driven every day.

What’s a piece of knowledge you would give to high schoolers joining the college rodeo ranks this fall?

Be open to change, but always stay true to yourself. You are going to experience so many highs and lows throughout your college career, but that is all what happens when you start to grow and figure out your true self. Also, always believe you belong; if you put in the time and effort everyday no matter the outcome, your success will come.

Throughout the years, the Western industry evolved to include many different disciplines and facets. In the past decade, there has been an influx of supporters. But one thing that will never change is its foundation… Faith, family, and freedom! Western clothing company Rodeo Quincy was created with these ideals as its backbone.

Rodeo + Quincy

Over 10 years ago, college-aged Quincy Eldridge received the opportunity of a lifetime when winning a National Elevator Pitch Competition, which gave way to the start of a purpose the Lord had been preparing her for. The founder and owner of Rodeo Quincy grew up with a unique style and a creative mind. The cowgirl used to spend time in her youth designing her own tack and clothing to compete in at the California High School rodeos. “Honestly, I just started combining my passion when I took an old piece of leather, sanded it down, hand-drew it, and hand-painted it. Then I glued Swarovski rhinestones on it. At the time, it was kind of like the Ed Hardy era, with all the roses and the skulls. I was kind of influenced by that,” Eldridge recalled.

Her designs eventually caught the eye of Ariat International while she was competing at the National High School Finals Rodeo in Farmington, New Mexico. Working alongside the company, Eldridge created her first official line, Ariat’s Quincy Collection. After graduating high school, she continued to work with the company while attending college at California Polytechnic State University and college rodeoing. There, she had an entrepreneurship professor who encouraged her to enter a business pitch competition. That snowballed to Eldridge pitching her Western boot company idea at the national level contest in Chicago. She blew the Windy City out of the water and was crowned the 2013 National Elevator Pitch Competition Champion.

The win was a catapult for launching Quincy Tack and Belts. Eldridge began taking her designs on the road to tradeshows all across the county. She later added a boot company titled Rodeo Quincy, which matured into the timeless, chic store seen today.

 

 

 

 

Legendary Lines

Eldridge comes from a long line of not only rodeo cowboys but also Californios and Nevada ranchers. Her uncle Joe Marvel won the world in the saddle bronc riding back in 1978, with his brother Mike also qualifying to the National Finals Rodeo. Today, the Superbowl of rodeo is still as much of a family affair while she watches her husband Dakota Eldridge compete in the steer wrestling, her nephew Lefty Holman and Dawson Hay – Eldridge’s niece Lily’s husband – in the saddle bronc riding, Clayton Biglow – married to Eldridge’s cousin Annie – in the bareback riding, and Clayton Sellars – married to Lefty’s sister Billie – in the bull riding. Her grandmother Rosita Marvel was originally part of Spanish-Basque Camarillos that settled in California on a land grant from Spain. The town of Camarillo, California, is named after that side of Eldridge’s family.

Her thick Western heritage has a significant influence on her designs today. “My mom had this love for fashion. She always encouraged me not to be afraid to stand out with what I wore and how I dressed. I grew up idolizing my mom and my grandmother. And I get a lot of my style from them. But I think a lot of our style and a lot of what they’ve taught me is that it always circles back to the roots of the American cowboy,” Eldridge remarked.

Many of the Rodeo Quincy collections have direct ties to her family. This year, the company will have a multitude of new collections and updates to some of their most popular lines. In the spring, Rodeo Quincy is dropping their latest line, Camarillo Cowboy. The inspiration for this collection comes from her grandmother Rosita’s California vaqueros heritage. All of the pieces are named after members of the Camarillo family tree. The compilation will include a mixed media of their classic printed graphics with statement embroidery, delicate sequins and lovely lace. The collection is the perfect transition from spring to summer with articles like t-shirt dresses and denim shorts with airy chambray fabric. Their signature roses are sprinkled throughout the line with stunning pastel colors and heavy Spanish influence.

Independence Day will bring another new collection honoring Eldridge’s father’s lineage, Rancho Freeman. Additions to the Gilded Lily collection will come about in August of this year. In September, the signature Marvel Cowboy—named after Eldridge’s mother’s clothing company from the 80s—will continue to expand the compilation. Fashionistas will be able to shop their NFR looks from the Rhinestone Cowboy collection in October. The ongoing PRCA x RQ line will make a comeback in November.

As Rodeo Quincy continues to expand, their clothing will continue to tell the story of faith and family through fashion.

Eldridge affirmed, “It’s more than clothes; it’s our legacy that we want to live on for generations to come.”

 

            In the daring world of fashion, Western fashion influencer and stunt woman Cara Smith has a style everyone can’t help but fall for. The content creator found her stride in 2022 after a stunt injury left her sidelined from work. During that time, Smith began to dabble with video creation by styling Western outfits. During the following six months of recovery, TikTok became her creative outlet. Her page @tx_cara grew quickly as she became the bridge between those new to the Western fashion scene and those born in the industry. Between Instagram and TikTok, she has over 400,000 people watching her styling advice and outfits.

“I want to share outfits that inspire people to find their own way in fashion through what I share,” Smith said.

Daring to Do it

While growing up in the Lone Star State, Smith never considered herself a part of the Western industry. It was her love for the performing arts that slowly led her toward Western fashion content creation. Smith originally studied theatre at the University of Texas in Austin. It was there that her eyes were opened to Western fashion by her friends and classmates. After graduating, Smith started building her career as an actress and singer. She lived in Los Angeles, Chicago, New York, and even on cruise ships traveling the world. Smith’s excursions opened her eyes to a multitude of styles from different shores.

In 2018, Smith moved to the City of Angels, where she worked at Disneyland. Her time at the Happiest Place on Earth unlocked the opportunity for Smith to delve into stunt work. She went from portraying Belle for meet-and-greets to battling it out in a live-stage show as Marvel’s Black Widow. The 31-year-old’s background in competitive dance allowed her the ability to quickly pick up the sudden and fluent movements of stunt fighting. Smith recalled, “I just started to learn and train and network and then started working. I was still pursuing acting and still am. I started to just find my way in stunts because there are some people who are all-around stunt men and stunt women. They do fights and weapons and fire and driving and all the different things, but that didn’t quite feel like me. So, I just kind of found my own way in it and found the things that I specialized in.” As a stunt woman, she developed strong skills in fight choreography, falls, and wire work.

For Smith, the stunts that she enjoys the most are the ones that burn her brain with challenges. Feats like being set on fire caused her to have to take control and calm her overthinking mind. This taught her how to turn off the noise in her head – the what-ifs that can follow the fight-or-flight response – in order to safely and effectively complete the hot task at hand.

“There’s a lot to consider. Being clear-headed and focused and being able to manage your mind is of utmost importance,” she declared.

 

Fashion with a Kick

Working on various film and theatre projects, Smith also learned the technical side of the industry – what makes visually alluring videos. “I know how to move in front of a camera; I know angles; I know how to find my light, and that’s all from my theater background and my film training. I know how to tell a story and that’s what I feel like I do in my videos,” Smith said.

As someone who wasn’t born and raised in the Western industry, Smith’s goal is “to connect girls who are not in the Western world at all, who are interested in dipping their toe into that fashion or that world. I really try to be that bridge in between.” When creating outfits, she pulls influence from different styles to keep looks versatile. Statement pieces like cowboy boots, turquoise jewelry or a cowboy hat can add a little bit of Western flair to a look without it being overpowering for someone still new to the style.

Overall, Smith strives to bridge the gap between those heavily engulfed in Western fashion and those looking to wade in. Many of the items used to create her outfits are linked on her Liketoknow.it or her Amazon storefront for those beginning their Western fashion journey. “There are some women that want to step into the Western fashion world right now, but they may not want to invest in a high quality, authentic piece because they don’t know if they if this is their fashion for the long term,” Smith said.

For those looking to delve deeper, she tries to showcase genuine, heirloom-level articles of clothing. Pieces like eye-catching jackets, quality shirts for layering, iconic denim or authentic leather items can create a multitude of classic, elegant outfits.

No matter where you’re at in your styling journey, there are some items that never lose their spark. Smith loves to incorporate different textures like suede, lace, or denim. She believes “a lot of the roots in Western fashion just don’t go out of style. I feel like Western fashion has its pillars of pieces and styles within it, and they don’t change, which is super cool. I feel like the styles change around it, but a lot of the pieces themselves stay consistent.”

When styling outfits, Smith looks back at history and different genres of fashion to inspire her. Playing with looks from various cultures and style categories helped her to build creative and unique looks. The simple techniques of layering, trying different textures and accessorizing can make a huge difference in the final outcome of the look, no matter where the inspiration comes from. “Any and all of those things are always a part of my outfits,” Smith said.

Regardless of where you come from or what your goal is with styling an outfit, Smith advises women to “stay authentic to yourself and just keep going because you’ll eventually find your groove and you’ll find your people.”

This Canadian cowgirl is living a full-circle life. Her first rodeo was at 11 days old, and years later, she’s one of the leaders promoting the industry that is everything she embodies, both on and off the air. She embodies grit and grace, from roping at the Ponoka Stampede while she was Miss Ponoka Stampede to waving to fans during her time as Miss Rodeo Canada, and now, interviewing athletes on The Cowboy Channel. Katy Lucas is the definition of a true cowgirl.

Looking back on her childhood, she reflected on fond memories that started her love of listening to rodeo stories and wanting to share them with others. This passion began in their family home around the kitchen table.

“One of my favorite memories growing up was during the summertime when people would stop by the house in between rodeos, park their trailers, and keep their horses at our place – after dinner, they’d all sit around the table and share these awesome stories,” shared Lucas, “I used to beg my mom to let me stay up late so I could listen to them.”

Growing up in a deeply rooted rodeo family sparked her love and knowledge of the sport.

“Our parents never pushed my brother or me to the rodeo, but as soon as we said we wanted to, they were behind us, ready to support us 100% of the time, and still are to this day with any decision we make.”

Rodeo journalism and broadcasting have been her passions since high school when Lucas had a regular feature in the Canadian Pro Rodeo News Magazine. While she loves sharing pieces from the rodeo trail through writing, she has always wanted to conduct interviews.

In 2010, the Lucas family was invited to the 100th anniversary of the Pendleton Round-Up to participate in the festivities and celebrate the milestone of an iconic rodeo. Knowing this, Lucas bought a $30 Walmart recorder and packed it in her bag just in case an opportunity presented itself. As a shy teenager, she asked her dad for help finding an athlete to interview.

“My dad said, ‘OK, I’ll get you someone good.’ I was sitting on the grass watching the rodeo when my dad walked up with Trevor Brazile,” explained Lucas, “So my first interview was Trevor Brazile. He was patient and gave me the professionalism he would have given any experienced broadcaster. It was a great first experience.”

Not knowing but having complete faith that something like The Cowboy Channel would exist one day is what pushed Lucas to pursue broadcasting and journalism in college, hoping it would all work out.

She’s seen world champions retire and the next wave of world champions start their careers, conducted on-air interviews at historic rodeos like the Pendleton Round-Up and Cheyenne Frontier Days, reported on Western Sports Round-up, and during the 2024 National Finals Rodeo, her lifelong dream came true. Lucas conducted interviews in the tunnel for each timed event go-round champion and asked each newly crowned world champion one question as they took their place to receive their gold buckle.

“I get to see things from a fan’s perspective. I’ll never pretend to know what these athletes go through or fully understand how hard they work. But I get to see from a fan’s perspective, from the outside looking in, and appreciate their progression,” explained Lucas, “I haven’t been there while they’ve been grinding, but I see the big moments and the milestones along the way, and that’s pretty amazing.”

 

Whether you know Lucas personally or see her interviewing your favorite athletes on air, one thing is sure: her passion for broadcasting, love for rodeo, and her warm, kind nature leave a lasting impression on everyone she meets.