Teton Ridge and Cowboy Channel Unveil First-Ever Slate of Original Programming Ahead of National Finals Rodeo
Teton Ridge and Cowboy Channel have announced their first-ever slate of original programming ahead of the National Finals Rodeo, marking a bold expansion from traditional live rodeo coverage into athlete-led docuseries and Western lifestyle storytelling. The new lineup showcases the company’s evolution from broadcaster to content studio, blending cinematic narratives with arena action to capture the spirit of modern Western life and the legacy of the Diamond Cross Ranch family. Timed ahead of Cowboy Channel’s exclusive December broadcast of the 66th Wrangler National Finals Rodeo (NFR), this rollout redefines how Western stories are created, consumed, and celebrated across broadcast, streaming, YouTube, and social media platforms.
Since acquiring Cowboy Channel in November 2024, Teton Ridge has sparked rapid digital growth—expanding the network’s social footprint by 38%, doubling YouTube subscribers, and strengthening the Cowboy Channel+ subscription platform. That momentum carried into the breakout success of Hell on Wheels, the network’s first original docuseries featuring world #1 bareback rider Rocker Steiner, which surpassed six million views since its October debut. “In just under a year, we’ve transformed Cowboy Channel from a traditional linear broadcaster into a modern omnichannel Western media platform,” said Deirdre Lester, CEO of Teton Ridge. “This slate represents a major step forward—uniting live sports, cinematic storytelling, and lifestyle content to capture the full depth of Western culture. It’s built for today’s audiences: social-first, on-demand, and emotionally resonant.”
Among the highlights is Hell on Wheels presented by Boot Barn, following rodeo’s wildest star Rocker Steiner as he chases his first gold buckle through wins at Rodeo Houston and The American Rodeo, giving fans a front-row look into the adrenaline-fueled Steiner family legacy. Chasing Greatness spotlights four-time World Champion barrel racer Hailey Kinsel and her legendary horse, Sister, as they pursue an elusive fifth title, revealing the grit and mindset that define a modern champion. FINAL 15: NFR Final Standings Reveal presented by OptiWize brings fans exclusive interviews and AI-powered video analysis unveiling the Top 15 athletes heading to the Wrangler NFR. Buckle Down dives deep into bareback riding, the sport’s most dangerous event, chronicling the pain, passion, and perseverance of the top fifteen riders battling across ten grueling nights at the NFR.
Also premiering is BreakaWave 2025: Rising Tides, a unique coastal-meets-cowboy story following four athletes fighting for a shot at the San Diego Rodeo while raising funds for college rodeo programs. Diamond Cross Ranch introduces Cowboy Channel’s first Western lifestyle series, exploring the legacy and tensions of a multigenerational ranching family in Jackson Hole, Wyoming—recently featured in Vogue and recognized as the epicenter of the modern Western movement. Rounding out the lineup is Get Rodeo With Me (GRWM), a lighthearted, social-first YouTube series hosted by model and former roper Sierra Spratt, offering Western women a mix of fashion, beauty, and cowgirl-core inspiration ahead of NFR season.
Cowboy Channel, owned by Teton Ridge, remains the official broadcast home of the Professional Rodeo Cowboys Association (PRCA), delivering 24-hour rodeo and Western sports coverage that reaches millions of fans across linear, digital, and social platforms. Broadcasting more than 600 live PRCA events annually, it continues to anchor the Western sports community with flagship programs like Rodeo Live, Western Sports Round-Up, and Let’s Freakin’ Rodeo.
Teton Ridge, founded in 2019 and backed by TWG Global led by Mark Walter and Thomas Tull, is a Western sports and entertainment powerhouse operating across sports, media, entertainment, and ventures. Its portfolio includes signature properties like Cowboy Channel, The American Rodeo, The American Performance Horseman (airing live on FOX Sports), and the Arizona Ridge Riders PBR team. Through Teton Ridge Entertainment, the company continues to expand its storytelling frontier with scripted and unscripted projects exploring Americana and the enduring spirit of the West.
