At Smarty Rodeo, we’re more than just a brand—we’re a collaboration of products, services, and values committed to cultivating champions both in and out of the rodeo arena. Our goal is to preserve the western way of life while supporting athletes as they transition from high school rodeo into the professional ranks. To do that, we’ve built several programs, including our Smarty Rodeo Collegiate Training Program, which we launched in 2022 to enhance the collegiate rodeo experience and support young athletes.
We started the Collegiate Training Program with one key goal in mind: to give every rodeo team within the National Intercollegiate Rodeo Association (NIRA) the opportunity to access Smarty and Heel-O-Matic training products at discounted rates. We aimed to make sure these students had the right tools to succeed in their rodeo careers. Initially, the program focused on offering discounted roping dummies and bronc riding simulators, but as we progressed, our vision expanded. We realized that with our internal resources, we could do much more. We could help schools market their rodeo programs and build more awareness for this often-under-recognized sport.
As the program grew, we began forming strong relationships with coaches and teams across the country, such as Tarleton and Cal Poly. We quickly found ourselves thinking outside the box, creating new ways to support athletes. It wasn’t just about selling equipment anymore; we wanted to offer mentorship and guidance, helping these college students navigate the tricky transition from high school to adulthood. Our program became a resource where athletes could find the support they needed to not only continue their passion for rodeo but also thrive as young adults.
One of the main reasons we created this program was to help keep the western way of life alive. Rodeo is a sport rich in heritage, but as the costs of horses, rigs, and training rise, it’s becoming harder for young athletes to pursue their dreams. College rodeo is a critical stepping stone for these passionate young adults, providing them the opportunity to continue developing their skills. But rodeo also teaches life lessons like hard work, commitment, and teamwork—values we believe should carry through both in and out of the arena.
We see collegiate rodeo as a key part of the future of our sport. As our team says, “You can never get comfortable or status quo with anything we do.” We recognize that traditional western values are fading, and we are committed to making college rodeo a platform that helps young adults transition into future professional careers—whether in rodeo or in other walks of life. Our program is about more than rodeo; it’s about personal growth and offering mentorship that goes beyond the arena.
Transitioning from high school to college can be tough. Many of these young athletes are leaving behind structured environments—family support and the guidance of high school coaches—and entering a world where they must make their own decisions. We’ve already built a strong reputation with our Young Pro Program and Pro Team, but we saw a real need to bridge the gap for students just starting their college careers. That’s why we created the Collegiate Training Program—to give students the resources they need not only to succeed in rodeo but to thrive as young adults.
Our goal is to partner with NIRA and work directly with college rodeo coaches to help these athletes develop both their competitive skills and their understanding of life after college. By working together, we foster an environment where athletes and supporters benefit from mutual education and collaboration. It’s a shared effort to ensure the future of rodeo remains strong.
While the Smarty and Heel-O-Matic dummies are a staple of our program, what we offer goes far beyond products. We’re invested in building long-term relationships with collegiate rodeo teams. Our commitment to promoting rodeo has led to creative ways of highlighting the sport. Whether it’s social media coverage of practices, showcasing facilities, or spotlighting athletes, we want to ensure the hard work and dedication of college rodeo athletes doesn’t go unnoticed.
We don’t see this program as a seasonal initiative. It’s an ongoing effort that we continue to expand throughout the year. Our network is growing, and our exposure in the collegiate rodeo space is increasing. We even have two full-time collegiate program managers whose role is to make sure we’re constantly connecting with schools, coaches, and students to deliver the services and products they need.
Additionally, we make it a point to physically visit every school that participates in the program. This gives us the chance to gather real feedback from students and coaches while showing our commitment to improving the sport. These interactions strengthen our relationships and give us valuable insights into how we can continue to make a positive impact on the future of collegiate rodeo.
The success of our Collegiate Training Program is just one example of our commitment to innovation. We started with humble beginnings, creating anatomically accurate roping dummies, and have since grown into a global leader in roping products. Acquiring Heel-O-Matic in 2022 strengthened our presence in the industry even further, while our Elite Custom Saddles and Smarty Saddlery brands provide athletes with both premium and cost-effective saddle options.
Beyond our products, we’ve always been dedicated to giving back to the rodeo community. We support youth programs, high school and college rodeos, and numerous charitable initiatives each year. Our partnerships with professional athletes and our commitment to maintaining a small business mentality have allowed us to stay true to our roots, even as we continue to grow.
As we look ahead, we’re excited about the future of the Collegiate Training Program. We’re committed to expanding our network and enhancing our impact, working closely with coaches and students to reach more athletes. At the end of the day, our passion is about more than just rodeo—it’s about helping young athletes transition into adulthood, achieve their goals, and embrace the western way of life. Whether through roping dummies, mentorship, or simply fostering a love of the sport, we remain dedicated to cultivating champions both in and out of the arena.
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