What does it take to turn a hobby into an arena packed with 7,500 fans? How do you balance family when you’re on the road announcing 25 rodeos a year? And why does serving people—before profit—end up being the most powerful growth strategy of all? In this week’s episode, I sat down with my friend Jay Dial to uncover the story behind Triple J Rodeo, the lessons he learned from bull riding to business building, and the hard truths about community, sponsorship, and success.