That Western Life

Western Insights Media

A podcast dedicated to 50% rodeo and 50% other with "other" being defined as farming, ranching and the western lifestyle. Join hosts as they break down rodeo standings and rules, as well as interview breaking edge industry personnel in the natural resources industry.

  1. 13h ago

    Ep. 130 - Making Ag Policy Understandable with Tori Teegarden

    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, track legislation, and connect with organizations that are already working on these issues. The western industry does not need to abandon tradition, but it does need leaders willing to adapt, ask questions, and understand how policy shapes the future. When asked what she would change in rodeo, Tori gives an answer that fits the entire episode: she wants a PRCA rodeo in Washington, D.C. After seeing rodeo-style demonstrations on the National Mall, she believes there is real opportunity to introduce more people to rodeo, livestock, western history, agriculture, and rural culture. Rodeo is more than entertainment. It can be a gateway into larger conversations about land, food, animals, and the western way of life. Tori closes the episode with a quote she grew up hearing from her dad, often attributed to Albert Einstein: "The definition of insanity is doing the same thing over and over and expecting different results." For agriculture and the western industry, that message is timely. If ranchers, producers, and rural leaders want different outcomes, they have to be willing to engage differently. They have to ask questions. They have to build relationships. They have to speak up before there is a crisis. And they have to understand the systems shaping the land, food, water, and communities they care about. This episode makes agriculture policy feel less intimidating and more usable. More importantly, it makes the case that the people closest to the land need to be part of the conversations shaping its future. Listen to the Full Episode Listen to this episode of That Western Life with Katie Schrock and Tori Teegarden for an approachable conversation about agriculture policy, ranching, public lands, the Farm Bill, food production, rodeo, and how everyday people in the western industry can get involved. Read more on the website HERE.  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

  2. 5d ago

    Ep. 129 - **THAT WESTERN PULSE** An Inside Scoop of our July Goals, Strategies, & Tips

    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 disguised as analysis. To remain credible, the series must be willing to publish outcomes that are inconvenient. The team is the first experiment The clearest change in the relaunched That Western Life is not its content calendar. It is the composition of the people responsible for fulfilling it. Hammack-Bennett brings experience as a rodeo competitor, committee participant, photographer and business owner. Her background connects the internal traditions of rodeo with the practical demands of modern event media. Timm began as a journalist and expanded into photography, video, branding, marketing strategy and coaching. Her role is partly creative and partly diagnostic: she sees gaps between what an organization says it is and how that identity appears in its public assets. Schrock sits at the center as host, strategist, event producer and organizer. She brings the institutional history, network and commercial context, but the new structure is explicitly designed to prevent every task from remaining hers. Their geography is notable but not especially troubling. Schrock and Hammack-Bennett are in Oregon; Timm is in Texas. Google's long-running internal study of team effectiveness found that colocation was not among the factors significantly connected with effectiveness in its teams. What mattered more was how people worked together: psychological safety, dependability, role clarity, meaning and a belief that the work had impact. Those traits are visible throughout the first episode. The hosts correct one another, acknowledge mistakes, question their own metrics and admit where they do not yet have an answer. Schrock describes sending "accountability updates" when ranch work and early-morning cattle breeding disrupted the publishing schedule. The response from the team was not to ignore the deadline or condemn the imperfection. It was to protect momentum while refining the process. That may sound modest. It is not. A functioning creative team does not remove accountability. It makes accountability survivable. Timm describes the team's philosophy through the familiar idea that "all ships rise." Hammack-Bennett frames the project as an overdue investment in their own intellectual property after years of building businesses, brands and events for other people. The language is collaborative, but the strategy is economic. Independent contractors frequently spend their best creative energy increasing the enterprise value of their clients while neglecting their own brands. They build audiences they do not own, archives they cannot reuse and systems that cease to benefit them when the contract ends. That Western Life offers the team a different kind of asset: a platform whose accumulated value can compound. A dormant audience is not the same as no audience The relaunch begins with an advantage unavailable to most new podcasts. That Western Life already has a name, an archive, search history, industry relationships and residual listening behavior. Schrock reports that old episodes continued to generate downloads during the dormant period, while existing website articles continued attracting search traffic. The podcast also retained approximately 988 active email subscribers and thousands of followers spread across established but largely inactive social accounts. Dormancy damaged momentum, but it did not erase every asset. This distinction is central to the case study. A dormant brand is not a blank slate. It is a portfolio of assets in varying condition: Some are appreciating, such as evergreen articles that still answer useful questions. Some are deteriorating, such as inactive social audiences that gradually unfollow or disengage. Some are stranded, such as old episodes that are difficult to discover. Some are invisible, such as reputation, relationships and audience memory. Some are liabilities, including outdated branding, broken systems and unreliable historical data. The managerial task is not merely to "start posting again." It is to identify which assets retain value, which require repair and which should be abandoned. Google's current Search guidance reinforces the potential value of the article archive. The company advises publishers to create original, non-commodity material that satisfies real reader needs and to evaluate the quality of visits through outcomes such as engagement, sales and signups—not clicks alone. That is particularly relevant for a niche publication. That Western Life does not need to outpublish general-interest media. It needs to produce material about Western business, rodeo operations, agricultural communications and event economics that broader publishers cannot easily replicate. Its advantage is not volume. It is proximity. The numbers reveal the real hypothesis The team's July targets initially appear inconsistent. Follower goals are cautious. Reach goals are audacious. Facebook followers were expected to move from 4,269 to 4,2

  3. 6d ago

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

    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

  4. 01/31/2024

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

    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!

  5. 01/17/2024

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

5
out of 5
80 Ratings

About

A podcast dedicated to 50% rodeo and 50% other with "other" being defined as farming, ranching and the western lifestyle. Join hosts as they break down rodeo standings and rules, as well as interview breaking edge industry personnel in the natural resources industry.

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