In a sport defined by toughness and tradition, Natasha McCann is carving out a new path for rodeo athletes — especially women — where strength, longevity and intention are front and center.
McCann, a coach for Champion Living, works with Western and rodeo competitors to bridge the long-standing gap between performance and health. “I’m more on the ranching side of the world regarding the Western industry,” she said. “I worked on ranches and cowboyed for most of my adult life.”
McCann said her fitness journey began after years of physical wear and tear from riding colts and a serious accident that ended her professional basketball aspirations.
“I got injured in a motorcycle accident in high school, then later broke my back and neck in a wreck on a colt,” she said. “That sparked my interest in sports medicine for rodeo.”
McCann became an EMT and then earned multiple personal training and clinical rehabilitation certifications, including a dual board certification in orthopedic manual therapy. Her current work focuses on injury prevention, recovery and performance optimization for rodeo athletes.
“There’s such a hole in the Western world for long-term care,” she said. “Justin Sports Medicine is great for acute injuries, but rodeo athletes need more. Their demands aren’t the same as traditional athletes.”
From barrel racers to rough stock riders, McCann believes fitness is not just about aesthetics—it is about functionality.
“Fitness is an ever-changing thing. You reach a pinnacle, then realize there’s another peak behind it,” she said. “You have to want it. There has to be intrinsic motivation, or you’re doomed to fail.”
McCann said her training methods emphasize realism.
“You’re not going to eat clean 100 percent of the time when grabbing Chick-fil-A at 2 a.m. on the road,” she said. “But if you can be perfect 80 percent of the time, that’s a win.” 
She encourages clients to prepare ahead—packing coolers, stocking high-protein snacks and avoiding processed food traps.
“Protein is the most satiating nutrient and essential for building muscle,” she said. “Even just planning a little will help keep your goals on track.”
Rodeo athletes, especially women, face the added pressure of societal beauty standards. McCann, who is 5’10” and strong-built, rejects that narrative.
“I’m built like a two-by-four,” she laughed. “But I want muscle. I want big shoulders. I work out to look the way I do.
If you feel good and confident in your skin, who cares what anyone else thinks?”
For women in rodeo, the gym does not always have barbells. McCann said resistance bands, bodyweight exercises and simple movement routines offer flexibility on the road.
“Movement can be anything,” she said. “Even a 20-minute walk after a 16-hour drive helps.”
McCann also warns against the “all or nothing” mindset that plagues many in rodeo. “It’s not one catastrophic event—a thousand small ones build up. Address the little issues before they become career-ending,” she said.
Ultimately, McCann’s message is about sustainability and support.
“Put the pride aside,” she said. “Talk to someone. Take care of yourself—because your body is your only tool outside your horse.”
Her work bridges the chasm between traditional sports medicine and rodeo reality, empowering women to ride longer, stronger and smarter. What is next? “Just helping more folks stay in the game,” she said. “That’s the goal.”
