www.theguardian.com
Rodeo, steeped in tradition and rugged individualism, is experiencing a cultural revival fueled by shows like “Yellowstone” and Beyonce’s “Cowboy Carter,” leading to record attendance, viewership, and prize money. This surge is attracting younger athletes seeking fame and fortune. However, despite the sport’s growing popularity and financial gains, athlete development practices remain outdated. The full article explores how rodeo is struggling to modernize its training and support systems for this new generation of competitors.
