Tough Draw is entering a new chapter.
With the launch of its redesigned website, Tough Draw, the Western storytelling and athlete-focused brand is building on nearly 16 years of evolution from a film concept into a multi-vertical platform spanning production, athlete representation, marketing and live competition.
The new site reflects the company’s growth and clarifies the mission that has guided Tough Draw since its earliest days. That mission centers on telling authentic stories, honoring Western culture and elevating the athletes at the heart of the sport. The Tough Draw brand initially began in 2007 as a screenplay concept.
While founder Brad Hughes was a film student at the University of Texas at Austin, he was assigned a script-writing project. Inspired by the emotional depth and cultural impact of Friday Night Lights—and shaped by his West Texas roots—Hughes envisioned a similar storytelling lens applied to the world of bull riding. From the outset, the goal was to portray riders as elite professionals whose discipline and sacrifice extend far beyond the eight seconds fans see in the arena.
“From the beginning, the goal was never just to make a movie. It was to show bull riders as the elite professionals they are,” Hughes said. “There’s so much discipline and sacrifice behind what people see in the rodeo arena. Tough Draw has always been about telling those stories through a lens of authenticity and Western roots.”
As development progressed, the Tough Draw name began to build momentum before the original feature film entered production. Funding efforts were underway when the COVID-19 pandemic shifted priorities, ultimately creating an opportunity for Hughes and his team to produce LANE, a documentary chronicling the life and legacy of Lane Frost.
While the original Tough Draw feature film remains an active long-term goal, the broader vision has expanded. What began as a script has now evolved into a brand ecosystem rooted in storytelling, authenticity and athlete advocacy.
Today, Tough Draw operates across several connected verticals that support the original philosophy behind the brand.
At its foundation is production and marketing, including short-form and long-form films, documentaries and branded content. Whether collaborating with athletes, brands, businesses or events, the emphasis remains on authenticity—reflecting real people and culture rather than manufactured narratives that are innately disconnected from the Western community.
That storytelling framework naturally led to the launch of the Tough Draw Talks podcast, a conversation-driven platform hosted by Hughes where athletes, industry builders and cultural leaders share insights drawn from their unique experiences. The podcast has become both a relationship builder and a broader window into the Western world for listeners across the globe.
Athlete representation emerged as another extension of the brand’s philosophy. Tough Draw Sports—the sports agency arm of Tough Draw—approaches representation as a partnership model, focusing on long-term brand development, career strategy and authentic alignment. The goal is to protect athlete interests while supporting sustainable growth.
“As Tough Draw grew, we realized the story was bigger than one film,” Hughes said. “Every piece of the Tough Draw universe comes from the same goal: building something authentic that serves the people and culture we care about.”
Now, in 2026, the continued evolution of Tough Draw is coming full circle with the launch of the Tough Draw Tour, a rider-first bull riding league inspired by the original film vision. Designed as a premium competition platform, the Tour unites athletes, storytelling, production, partners and fan experience within a single framework.
Rather than replacing existing opportunities for Western athletes, the Tour aims to complement the sport by delivering elevated events that put athletes first and honor tradition while pushing the discipline forward.
As Tough Draw has developed into a multifaceted company, its growth has extended to the team supporting the mission. Intentional development has positioned Tough Draw to operate across production, marketing, athlete representation and live events with greater infrastructure and collaboration.
Currently, Kaycie Timm directs marketing and brand strategy, while Lindsay Hughes leads business operations. Event and partnership efforts are supported by Dallas Jackson, while Michael McGarvey drives athlete management and corporate partnerships with Hughes. That core team is supplemented by a trusted network of freelance videographers, producers, animation artists and strategic advisors who extend the brand’s creative and operational reach.
The new website launch represents a milestone in Tough Draw’s journey—a centralized platform that reflects how the brand has matured while staying grounded in its original purpose.
“This next phase isn’t about chasing momentum. It’s about building something sustainable,” Hughes said. “Our new website reflects where we’re headed: athlete-first, story-driven and intentional in our growth.”
At its core, Tough Draw remains guided by the same mission that sparked its creation nearly two decades ago: honor Western culture, tell meaningful stories and build lasting relationships. The website launch signals not a reinvention, but a continuation — one shaped by growth, clarity and a long-term commitment to the people and traditions that define the Western industry.
Tough Draw Tuesday
As part of this next chapter, Rodeo Roundtable will launch “Tough Draw Tuesday,” a new weekly feature published every Tuesday. This recurring column will provide updates and insight into everything within the Tough Draw universe, from the development of the Tough Draw Tour to athlete wins, storytelling and more.
Each week, Rodeo Roundtable will catch up with Hughes and the Tough Draw team to keep fans informed as the brand continues to grow.