#272 - Three Decades of Changing the industry | Billie Bray

In this episode of In The LOOP, Jordan Jo sits down with one of the most influential women in rodeo and Western business — Billie Bray — for a conversation that spans three decades of change, resilience, growth, and leadership.

From the electric atmosphere of the 2016 USTRC Finals to the birth of million-dollar rodeos, Billie walks us through the moments that reshaped the Western industry as we know it. She shares what it was like owning and building the USTRC for 20 years, investing in the classification system that leveled the playing field, and helping grow team roping into the largest economic force in Western sports — now paying out over $100 million annually.

But this episode isn’t just about numbers.

It’s about family.

It’s about raising two high-level rodeo athletes.

It’s about watching your son win an all-around title at the Fort Worth Stock Show & Rodeo — the same arena where you once competed — and hearing him say he wants to be just like his mom.

Because at the heart of it all, rodeo is still about values, family, and the culture we’re fighting to preserve.

🎧 Listen now on all podcast platforms and watch via RodeoLive / The Cowboy Channel.

You’re officially In The LOOP.