This week on Cowboy Shit, we sit down with Shawn Wiese, a cowboy whose story runs deeper than the rodeo arena. Growing up in a farming and ranching family in Southeast Texas, Shawn carried his roots into a 15-year bull riding career, with 12 years spent in the Professional Rodeo Cowboys Association. But his legacy didn’t stop there.

Shawn became a trailblazer in the business side of Western sports, founding XD Sports, where he pioneered corporate partnerships that brought household names like Monster Energy, Yeti, and Levi’s into bull riding. He later launched Vexil Brand, a Western lifestyle clothing company that embodies grit, authenticity, and the cowboy way of life. Alongside his ventures, he raises registered Brahman cattle through Vexil Cattle Co., continuing his deep connection to ranching heritage.

Tune in as Shawn shares stories from the rodeo road, lessons from building two successful brands, and his vision for keeping the Western lifestyle alive for generations to come.