Tough Draw Tuesday: Tough Draw Sports Elevates Athletes Through Advocacy and Real Relationships

Developed from Tough Draw’s foundation in storytelling, production and relationships, Tough Draw Sports offers athlete representation tailored to help Western athletes reach their full potential both in and out of the arena.

As a natural progression of the mission that had already taken shape through storytelling and production, Tough Draw Sports allowed Tough Draw to further expand its direct impact on the success of rodeo athletes. As conversations and friendships with athletes deepened, Brad Hughes realized there was a need in the rodeo space that extended beyond content. His desire for alignment, representation, and long-term support for rodeo athletes, combined with his introduction to Michael McGarvey, a longtime pro sports agent, added operational strength and perspective that created the right structure to build something sustainable.

Working alongside brands in production and marketing also revealed opportunities for meaningful athlete involvement. A powerful example of that synergy came during the production of the Lane Frost documentary, where coordinating athletes within the project highlighted the bridge between storytelling, brand partnership and representation.

The passion of rodeo fans and the responsibility to elevate the voices within the sport has always been central to Tough Draw. As that vision expanded, representation became less of an addition and more of an extension of the brand’s core mission. That momentum ultimately led Hughes to call Trey Holston. Their conversation centered around a shared belief about where the sport was headed and what could be built together.

For Hughes, representation is not separate from the storytelling aspect of Tough Draw’s brand. It is built on the same foundation.

“I’ve always believed sports are about the stories and relationships behind the competition,” Hughes revealed. “Meeting Michael and forming Tough Draw Sports gave us a way to bring that mindset into athlete representation by combining sports, storytelling, and real advocacy. Western athletes compete at an incredibly high level, yet the sport remains uniquely accessible and community driven. Tough Draw Sports gives us the platform to support these athletes while growing the space in a way that protects what makes it authentic.”

While Hughes had strong ties within the Western industry, McGarvey brought experience in traditional athlete representation, helping create the structure behind the philosophy.

“I’ve spent my career representing athletes at the highest level, and when I stepped into Western sports with Tough Draw, I saw competitors who live the values most sports talk about,” McGarvey shared. “Tough Draw Sports was built to stand behind these athletes with real advocacy, authentic relationships, and long-term commitment. I’m proud to have been part of that foundation, because these athletes deserve representation that matches their work ethic and dedication.”

Hughes’ initial call to bull rider, Trey Holston became the proof of concept. Holston, who competed as part of the Carolina Cowboys’ PBR Teams World Championship roster this past year, said the vision stood out immediately.

“Brad approached me and explained where he wants to be in five years and the future of Tough Draw Sports,” Holston recalled. “It looked a little different, I was super excited about it, and it has been really good since the word ‘go.’”

When asked what he believes Tough Draw represents, Holston’s response amplified the necessity of representation in the sport of rodeo.

“We represent the future of bull riding,” Holston explained “I think we also represent holding up a standard for athletes. It is unique, and it is the future. There have been other agencies, but they only served the many-time World Champions. Brad is giving a lot of guys on a lot of levels a legit platform. He’s not just throwing a dog a bone, he created something that fits certain tiers of guys, and it works really well. It’s cool, it’s elaborate, and it’s fun to be a part of.”

In a sport where athletes are independent contractors, managing their own travel, finances and schedules, representation carries a different weight. It is not just about contracts. It is about alignment, longevity and protecting the culture that makes Western sports distinct.

Tough Draw Sports is a continuation of the Tough Draw mission, built on relationships, shaped by the love of rodeo and rooted in storytelling.