Rodeo’s Next Up Conference Invests in the Future of the Sport

While the bright lights of the Wrangler National Finals Rodeo commanded all attention inside the Thomas & Mack Center, a different kind of groundwork was being laid just down the road. Rodeo’s Next Up Conference, presented by the Western Sports Foundation in partnership with the Professional Rodeo Cowboys Association, brought together young rodeo athletes for two days focused on preparing for life and careers both in and out of the arena.

The conference, held during NFR week in Las Vegas, centered on an increasingly important reality in modern rodeo that success in today's rodeo world requires far more than talent alone.

Day one opened with a strong emphasis on sponsorships and personal branding, an area many young athletes are navigating earlier than ever. Representatives from major western brands including Cavender’s, Wrangler and Priefert discussed youth programs, application processes and what companies look for in athletes they choose to support.

The message was consistent, that authenticity matters. Athletes were encouraged to market themselves honestly, build trust with sponsors and understand that long-term relationships are built on character as much as performance.

That conversation naturally transitioned into financial literacy, an area often overlooked early in rodeo careers. Cedar Gap Wealth Management shared practical strategies for saving and planning, reinforcing that even modest, consistent contributions can make a significant impact over time. One of the key takeaways was the importance of discipline and intention with money, especially in a sport where income can fluctuate dramatically.

Athlete health and injury prevention were also central topics, addressing the physical toll rodeo inevitably takes. The message was honest that injuries aren’t a possibility, they’re a certainty at some point. Learning how to prepare, recover and manage long-term health is part of becoming a professional athlete. 

Mental toughness and performance psychology rounded out the day, focusing on mindset, pressure management and self-belief. Athletes were encouraged to control what they can, stay present and understand that confidence is built through preparation.

Faith, balance and self-awareness were emphasized as foundational tools for longevity in the sport.

Day two shifted toward performance and long-term planning. Discussions centered on problem-solving, adaptability and building strong support systems. Athletes were challenged to embrace adversity, adjust on the fly and remain committed to the process rather than obsessing over results.

Speakers stressed that success in rodeo, and in life also, often requires starting over, staying grateful and continuing to put in work even after setbacks. The concept of “stacking small wins” resonated throughout the day, reinforcing that progress is very rarely instantaneous.

Sessions on college rodeo and transitioning into the professional ranks provided practical guidance, helping athletes understand how to position themselves for future success while navigating an increasingly competitive field. 

Rodeo’s Next Up Conference offered tools, mental, physical, financial and spiritual, that young athletes can carry forward long after their NFR dreams take shape.

In a sport built on tradition, the conference highlighted a lot of truth that the next generation of rodeo champions are being shaped not only by what happens in the arena, but by how intentionally they prepare for everything beyond it.