"Boosted by cultural phenomena like the hit series Yellowstone and Beyonce's Cowboy Carter album and tour, rodeo and all things Western are enjoying a cultural resurgence. Attendance, broadcast and streaming viewership are at all time highs. So is the prize money, which is attracting more and more young athletes seeking a chance to make a name for themselves. But while rodeo is booming, athlete development remains antiquated."
"It's always been rodeo cowboy,' we are just now entering the chapter of the rodeo athlete.' Historically, there has been very little money to support anyone outside the very top rodeo athletes, which fostered a culture that prized tradition and toughness, as opposed to exploring innovation in their sport. Joe Ernst, head of rider development at the PBR, the world's largest rodeo league, shows Matt Gordon how to work the chain to test pull-strength. Colt Morrow undergoes sensorimotor testing with the VALD Performance team."
Rodeo and Western culture have surged in popularity through media and music, producing record attendance, broadcast and streaming viewership, and rising prize money. Higher payouts are attracting more young athletes seeking professional opportunities. Athlete development in rodeo remains antiquated, rooted in frontier traditions and a culture of rugged individualism that historically deprioritized innovation and medical support. New programs and academies are introducing modern sports science, biomechanical testing, sensorimotor assessments, and performance technology to create individualized benchmarks and address sport-specific weaknesses. Leagues and training organizations are shifting focus from a cowboy mindset toward structured athlete development.
Read at www.theguardian.com
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