Episodes

  • Ep. 127 - Jessie Jarvis of Of The West, Part II

    Ep. 127 - Jessie Jarvis of Of The West, Part II
    Jul 8 2026

    In this episode, Jesse Jarvis shares her journey through the Western industry, the evolution of her platform Of the West, and insights on industry hiring, branding, and professional growth. We explore how to attract talent, the importance of personal branding, and navigating industry challenges. In this episode, Jessie Jarvis shares insights on career development, industry trust, and the future of agriculture and rodeo, emphasizing the importance of authenticity, data-driven impact, and industry unity.

    Subscribe to That Western Life for conversations about rodeo, agriculture, ranching, western culture, western business, country lifestyle, and the people shaping the future of the industry.

    Follow That Western Life:

    Website: https://www.thatwesternlife.com/podcast

    Newsletter: https://brazen-night-82723.myflodesk.com/fgxjr0px3o

    Instagram: https://www.instagram.com/thatwesternlife

    Facebook: https://www.facebook.com/thatwesternlife

    TikTok: https://www.tiktok.com/thatwesternlife

    Pinterest: https://www.pinterest.com/thatwesternlife

    YouTube: https://youtube.com/@thatwesternlife?si=PRn_o_lDSdkivAcs

    Listen to the podcast:

    Apple Podcasts: https://podcasts.apple.com/us/podcast/that-western-life/id1451270471

    Spotify: https://open.spotify.com/show/4snND5oWIV2Q8hVljbpbYr?si=46b32a0aa07a4cd4

    Libsyn: https://feeds.libsyn.com/159374/rss
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    1 hr and 25 mins
  • Ep. 129 - **THAT WESTERN PULSE** An Inside Scoop of our July Goals, Strategies, & Tips

    Ep. 129 - **THAT WESTERN PULSE** An Inside Scoop of our July Goals, Strategies, & Tips
    Jul 17 2026
    The Comeback Is Not the Strategy The first episode of That Western Pulse begins with a confession. "Are you nosy about other people's business?" asks That Western Life founder and host Katie Schrock. "Because I kind of am." It is an unusually honest premise for a business program. Most organizations prefer to reveal the polished campaign, the final attendance figure or the celebratory revenue announcement. They rarely publish the abandoned accounts, unfinished systems, missing analytics, awkward baselines or internal debate that came before them. That Western Life is attempting the opposite. The twice-monthly That Western Pulse series will examine the internal economics and operating decisions behind rodeo, agriculture, Western events, associations and media. Its first subject is the organization itself: a once-active podcast emerging from roughly two years of dormancy with a new team, a more ambitious publishing operation and a spreadsheet full of publicly stated goals. The episode introduces Schrock alongside storytellers and strategists Taylie Hammack-Bennett and Kaycie Timm. Together, they outline plans to rebuild the podcast, modernize its brand, increase its digital reach and use both That Western Life and a second, not-yet-disclosed event as live case studies. On the surface, this is a comeback story. Underneath it is a more consequential management question: Can an entrepreneurial media brand become less dependent on the entrepreneur who created it? When success becomes a capacity problem That Western Life did not originally go quiet because it had exhausted its subject matter or lost all demand. Schrock says the podcast helped generate many of the clients, retainers, event assignments and professional relationships that subsequently consumed her available capacity. The platform created opportunities faster than its founder could build the operating structure required to continue publishing it. That is a peculiar form of success, but not a rare one. Founder-led businesses often begin with an unusually productive concentration of talent. One person holds the relationships, institutional memory, creative direction, sales instincts, production knowledge and final decision-making authority. This concentration creates speed during the early stages. It also creates fragility. When every important process passes through one person, growth does not eliminate the bottleneck. It enlarges it. The founder becomes both the company's most valuable asset and its most restrictive constraint. In the podcast's earlier form, Schrock was not merely a host. She was also a researcher, producer, scheduler, marketer, strategist, connector and, at times, the final quality-control department. Client work generated by the show competed directly with the work required to produce the show. The better the podcast performed as a business-development engine, the harder it became to maintain as a publishing product. Its interruption was therefore not simply a content failure. It was an operating-model failure. The relaunch will succeed only if it changes that model. A better market—and a noisier one The timing is favorable. Podcast consumption in the United States reached new highs in 2026. Edison Research found that 58% of Americans age 12 and older had consumed a podcast during the previous month, while 45% had done so during the previous week. Americans now spend approximately 812 million hours per week with podcasts, up 386% from 2016. The opportunity is no longer restricted to audio. Fifty-seven percent of Americans age 12 and older have both listened to and watched a podcast. YouTube reports more than 1 billion monthly active viewers of podcast content and describes itself as the most frequently used podcast-listening service in the United States. For That Western Life, the decision to add video and revive YouTube is therefore not a decorative expansion. It reflects a structural change in the medium. A podcast is increasingly not an audio file promoted with a few social clips. It is a source product distributed through audio, video, search, newsletters, articles and short-form content. That distinction matters commercially. The Interactive Advertising Bureau projected that American creator advertising spending would reach $44 billion in 2026, after rising to an estimated $37 billion in 2025. Nearly half of creator-ad buyers surveyed by IAB considered creators a "must buy," but the same research identified measurement and operational standards as major weaknesses. The creator economy has become large enough to command real budgets. It has not necessarily become disciplined enough to measure what those budgets purchase. That Western Pulse is positioning itself inside that gap: part media product, part industry analysis and part public demonstration of what its team can build for others. That creates opportunity. It also creates an obvious risk. A case study designed partly to attract clients can easily become advertising...
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    1 hr and 1 min
  • Ep. 130 - Making Ag Policy Understandable with Tori Teegarden

    Ep. 130 - Making Ag Policy Understandable with Tori Teegarden
    Jul 22 2026
    Agriculture policy can feel like one of those topics people know they should understand, but quietly avoid. It sounds complicated. It sounds political. It sounds like something happening far away in Washington, D.C., instead of something connected to the everyday work of ranchers, farmers, rodeo families, landowners, and western communities. But as Tori Teegarden explains in this episode of That Western Life, agriculture policy is not distant at all. It affects grazing permits, public lands, water, private property rights, meat processing, food safety, conservation programs, farm and ranch succession, USDA programs, tax policy, and the future of food production in the United States. In other words, if you care about agriculture, ranching, rodeo, rural communities, or the western way of life, policy already affects you. Tori Teegarden is an agriculture policy advisor in the office of U.S. Senator John Barrasso of Wyoming. Her work includes agriculture, natural resources, federal lands, ranching, and the issues facing producers across the West. But what makes this conversation especially valuable is that Tori does not approach policy as an abstract government topic. She comes to it with a background in ranching, rodeo, animal science, meat science, and food safety. Her family has deep ranching ties in Wyoming and Colorado, and her grandmother was Miss Rodeo Wyoming. During COVID-19, Tori worked on the harvest floor of a beef plant, where she saw firsthand how federal regulation affects the food supply chain. That experience helped shape the way she understands policy today: not as paperwork, but as something with real consequences for producers, workers, animals, businesses, and consumers. One of the strongest themes of the conversation is the difference between policy and politics. Politics can feel divisive, loud, and exhausting. Policy is the structure underneath daily life. It determines how programs operate, how agencies function, how land and water are managed, and how producers interact with government systems. Tori makes the point that people can avoid political fights while still becoming more informed about the policies that affect their land, livestock, business, and community. Katie and Tori also talk about how agriculture and natural resource policy are often more bipartisan than people realize. In D.C., the headlines may make it seem like no one works together, but Tori explains that ag and natural resource work often requires practical collaboration. Ranchers, farmers, conservationists, staffers, agencies, and elected officials may not agree on everything, but many are working toward the same larger goals: healthy land, productive agriculture, food security, and strong rural communities. That is where one of Tori's most powerful points comes in: Ranchers are the original conservationists. Ranchers work with land, grass, livestock, water, weather, wildlife, invasive species, and long-term resource health every day. Their livelihood depends on caring for the land. That does not mean every public lands or conservation conversation is simple, but it does mean ranchers belong in those conversations. For everyday people wondering how to get involved, Tori's advice is direct: start local. That might mean talking to county commissioners, reaching out to your Extension office, joining a Farm Bureau or cattlemen's association, attending county or state meetings, or calling your elected officials. Tori emphasizes that staffers are real people, and many of them genuinely want to hear from constituents who are dealing with these issues on the ground. But when you do reach out, be clear. Explain what happened, where it happened, who is affected, what outcome is needed, and whether you have photos, data, or real-life examples that can help explain the issue. A personal story shows impact. A statistic shows scale. A photo can make a problem easier to understand. The episode also breaks down the Farm Bill in a way that is accessible for listeners who have heard the term but may not fully understand it. Tori explains that the Farm Bill is a large, comprehensive agriculture bill that affects far more than farms. It includes conservation, nutrition, rural development, livestock programs, research, food systems, and more. For western audiences, understanding the Farm Bill matters because it influences many of the programs and policies that shape agriculture, ranching, and rural economies. Katie and Tori also discuss the next generation of western leaders. Tori is clear that young people need to get involved earlier. The average age of American farmers and ranchers continues to rise, and younger producers cannot afford to sit out of conversations that will affect their future operations, families, and communities. Her advice is simple: get involved, use the tools available, and keep an open mind. Technology makes it easier than ever to email representatives, follow Extension updates, read policy summaries, ...
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    1 hr and 6 mins
  • That Western Life is BACK | A Season 7 Preview

    That Western Life is BACK | A Season 7 Preview
    Jul 1 2026

    That Western Life is back for Season 7.

    After a few years away from the microphone, host Katie Schrock is bringing the podcast back with a renewed focus on the people, stories, and conversations shaping the modern western industry.

    This season returns to the classic That Western Life format: 50% rodeo and 50% everything else that makes up the western way of life. That means agriculture, ranching, western business, fashion, policy, media, pop culture, sponsorship, careers, and the people building this industry from the inside.

    In this Season 7 preview, Katie shares why the show is returning, what has changed in the western world, and what listeners can expect from upcoming conversations with rodeo voices, ag professionals, creative leaders, policy advocates, brand partners, and western industry builders.

    The western industry is not just having a moment. It is entering a new era.

    Welcome back to That Western Life.

    Follow us on Instagram, Pinterest, YouTube, Facebook, & TikTok.

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    7 mins
  • Ep. 128 - Agriculture, Rodeo, Career Growth, & the Future of the Western Industry with Alex Russell of Syngenta

    Ep. 128 - Agriculture, Rodeo, Career Growth, & the Future of the Western Industry with Alex Russell of Syngenta
    Jul 16 2026

    On this episode of That Western Life, Katie sits down with Alex Russell, a small-town farm kid, former rodeo competitor, FFA leader, agriculture professional, and one of the highest-energy voices working at the intersection of agriculture and the western lifestyle.

    Alex grew up in South Central Illinois surrounded by horses, rodeo, farming, and the kind of rural upbringing that shaped her work ethic, confidence, and curiosity. Today, she works in agriculture with Syngenta, where her career has moved from sales internships to field sales, sales training, leadership development, and now national soybean seed care product strategy.

    This conversation explores what it really looks like to build a career in agriculture, why FFA can change the direction of a young person's life, how rodeo and farming overlap more than people realize, and why the western industry needs to talk honestly about both tradition and innovation.

    Katie and Alex also discuss mentorship, sponsorship, corporate agriculture, women in leadership, remote career growth, food production, consumer trust, and the importance of showing up as a better version of yourself each day.

    Subscribe to That Western Life for conversations about rodeo, agriculture, ranching, western culture, western business, country lifestyle, and the people shaping the future of the industry.

    Follow That Western Life:

    Website: https://www.thatwesternlife.com/podcast

    Newsletter: https://brazen-night-82723.myflodesk.com/fgxjr0px3o

    Instagram: https://www.instagram.com/thatwesternlife

    Facebook: https://www.facebook.com/thatwesternlife

    TikTok: https://www.tiktok.com/thatwesternlife

    Pinterest: https://www.pinterest.com/thatwesternlife

    YouTube: https://youtube.com/@thatwesternlife?si=PRn_o_lDSdkivAcs

    Listen to the podcast:

    Apple Podcasts: https://podcasts.apple.com/us/podcast/that-western-life/id1451270471

    Spotify: https://open.spotify.com/show/4snND5oWIV2Q8hVljbpbYr?si=46b32a0aa07a4cd4

    Libsyn: https://feeds.libsyn.com/159374/rss
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    1 hr and 2 mins
  • Ep. 125 - Echoes of Rodeo: Great Whites, Great Cattle & Great Cowboys

    Ep. 125 - Echoes of Rodeo: Great Whites, Great Cattle & Great Cowboys
    Jan 31 2024

    Welcome to Part I of our Western History deep dives with our resident That Western Life historian Katie Surritt and co-host Katie Schrock. Make sure to tune in bi-monthly for all things western lifestyle on the That Western Life Podcast.

    Summary: Starting with the first arrival of cattle to the Hawaiian Islands, the That Western Life team take a deep dive into the history of the Paniolo and the Hawaiian ranching and rodeo culture. From feral, dangerous cattle, to their own style of shipping and being crowned the 1908 World Champion Steer Ropers, Paniolos have changed many of how we see America. Rodeo did that.

    In this episode:

    • Hawaii's Introdcution to cattle and horses
      • The first calf born on the island was recorded to have been fed fish (don't worry, the British were equally as horrified)
      • A kapu or Royal Edict was put on the cattle to protect harm or death from befalling them and were called the "King's Cattle"
      • Within 10 years, 20,000 head of feral cattle, the ancestors of the same breed of black coated longhorns set against grizzley bears in Alta, California, for sport were running feral killing people, ruining homes, and destroying agricluture.
    • Bullock Hunters brought to the islands to control the populations
      • King Kamehameha III employs vaqueros to teach the native Hawaiians how to use horses and to manage the cattle.
      • Hawaiian horsemen and cattlemen name themselves "paniolo"
    • Paniolos create their own cowboy culture
      • Including equipement, tack and their own breed of shipping and tail horses
      • A unique situation, the paniolos had to drag cattle into the ocean to be handed off to boats that would take the cattle to the ships waiting out at sea
      • Make sure you listen to find out about how the sharks played into this portion!
    • From Island Cowboys to Cheyenne Frontiers Day Rodeo Competitors
      • How three paniolos changed history competing for world titles
    • Rodeo today
      • Their own unique events such as wahine wahine mugging
      • How you can watch

    Past That Western Life podcasts referenced in this episode for further information:

    • Hawaiian Cowboy Cody Cabral
    • Coastal Cowboy & Wrangler
    • Rebranding the American Cow Boy
      • Our previous history podcast deep dive about African American cowboys.

    This podcast episode is hosted by:

    • Katie Schrock; Facebook, X, Instagram, TikTok
    • Katie Surrit; Instagram

    This podcast is produced by Emilee Cole of Western Insights Media. Shownotes written by Katie Schrock of Western Insights Media.

    Interested in having a topic explored? Shoot us or one of our co-hosts a direct message on any social media platform! We'd love to hear from you! You can reach That Western Life on Facebook, TikTok, or Instagram!
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    1 hr and 56 mins
  • Ep. 124 - Welcome to Season 6: A recap of the 2023 season and a preview of 2024

    Ep. 124 - Welcome to Season 6: A recap of the 2023 season and a preview of 2024
    Jan 17 2024

    It's time for the start of Season 6 of the That Western Life podcast and we are excited to bring back your co-hosts Katie Schrock & Rachel Owens-Sarno. Season 6 will also include co-hosts Saddle Bronc Rider Joe Harper & Western Historian Katie Surritt.

    In this episode:

    • Breakdown of the State of the PRCA Address by CEO Tom Glause
      • Number of members, permits, rookies, rodeos, performances and payouts
      • July 2023 Ransomware attack on the PRCA
      • 54% growth in PRCA Sponsorship
      • New Secretary System
      • Rookie Round Up + Rookie Media Training
    • PRCA Media Awards
    • Animal Welfare Update
    • Reno Rodeo Sponsorship Camp
    • UNLV Campus Shooting & Subsequent NFR & LVE Impacts
    • 2023 NFR
      • 2023 World Champions
      • NFR Moments: Austrailian Rodeo Romeo Ky Hamilton
      • NFR Fan Experience & Impacts of Las Vegas' Formula 1 Race
    • 2024 Predictions
      • Breakaway Roping
      • WPRA vs. Rodeo Committees
      • The peak of "Country is Cool"
      • Teton Ridge "takes over the world"
    • Season 6:
      • Educational Pieces
      • Upcoming Guests
      • Historical Deep Dives

    Past That Western Life podcasts referenced in this episode for further information:

    • Understanding What It Takes To Qualify for the NFR
    • Jeff Medders & Putting Cowboys on Prime TV
    • Former PRCA Animal Welfare Director Cindy Schonholtz
    • Rodeo Photography with Matt Cohen

    This podcast episode is hosted by:

    • Katie Schrock; Facebook, X, Instagram, TikTok
    • Rachel Owens-Sarno; Instagram
    • Katie Surrit; Instagram

    This podcast is produced by Emilee Cole of Western Insights Media. Shownotes written by Katie Schrock of Western Insights Media.

    Interested in having a topic explored? Shoot us or one of our co-hosts a direct message on any social media platform! We'd love to hear from you! You can reach That Western Life on Facebook, TikTok, or Instagram!
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    1 hr and 23 mins
  • Ep. 123 - Injury Management & Prevention for Rodeo Athletes with Natasha McCann

    Ep. 123 - Injury Management & Prevention for Rodeo Athletes with Natasha McCann
    Nov 2 2023

    There's been a new movement in the past year regarding rodeo athletes placing an emphasis on athlete as a big part of their budding career success. Natasha McCann grew up an athlete before a major injury sidelined her from her collegiate dreams. A resilient young lady, Natasha became a buckaroo riding colts and then, on the side, got her EMT license and worked in an ambulance. Her passion for fitness and the western life led her to become a 2023 COWGIRL Magazine 30 Under 30 Recipient, as well as an athletic trainer for some of rodeos top athletes and a training coach with Champion Fitness Living.

    Read more on the blog HERE.

    Follow Natasha on Instagram.

    Send us a message @ThatWesternLife on any social media platform and let us know who you want to hear on the That Western Life podcast.

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    1 hr and 23 mins