One of the most popular cowboys of his generation, Etbauer won five saddle bronc world titles (1992, 1996, 1999, 2000 and 2004) and garners respect for both his go-for-broke style and his humility during his career that covered parts of four decades. A native of Huron, South Dakota, he was the middle brother of three world-class bronc riders. Etbauer qualified for the Wrangler National Finals Rodeo® in his second year as a professional in 1989. He went on to make the field a record 21 consecutive years, win 51 NFR rounds and surpass $3 million in career earnings. He still shares the NFR record with his 93-point ride on Kesler Championship Rodeo’s Cool Alley in 2003. He tied the record a year later on a 10th-round ride that clinched the last of his five gold buckles.

Ian Munsick is taking the music industry by storm as he paints his portrait of the American West. Ian shares how important it is to him to show the authentic side of Western culture through his music. He explains how he truly got started in the industry and what memorable moments he has had since then. He also shares about his visits to Las Vegas for the Wrangler NFR and what this year's NFR will look like with his special event, opening performance, and concerts.

Hooey Brands started in 2009 as just two different hat designs, Joey Austin dives into how and why the brand started. He shares unique stories about how it has grown into its current company and what is most important to the brand overall. Joey also gives insight into BFO and the Hooey Party that happens in December during the Wrangler NFR. 

A country music singer, a songwriter, an anthem singer, a barrel racer, a flag girl but ultimately a cowgirl. Kylie Frey has worked hard to do it all and has made a name for herself in the most authentic way. She explains how she has stayed true to herself as she continues to work through the music industry.

There is a lot of history in Las Vegas and particularly in Downtown Las Vegas. CEO Jonathan Jossel was able to give us an inside look plus more. He shares about how he personally got to Las Vegas from Europe, how important it is to keep the history alive and what they are trying to do to make Plaza and Downtown Las Vegas unique from the rest of the city.

A cowboy and a carpenter, Dalton Massey keep himself busy all year long. Dalton shares a bit about his history, how he got into rodeo and doesn't shy away from talking about traveling amongst the rest of the steer wrestlers. Dalton qualified for his first Wrangler National Finals Rodeo this year so we got him to open up about coming to Las Vegas for the first time. 

We dove into something customary in the Western Lifestyle but it is such a large operation that not everyone fully understands. Steve Decker with the Rocky Mountain Elk Foundation explains who and what the Rocky Mountain Elk Foundation is but also why it exists and how it operates. Steve also talks about their deep-rooted investment in rodeo and the Wrangler National Finals Rodeo.

Rodeo and hockey are pretty big in the Hay Family. Dawson talks about growing up in Canada, playing hockey, and watching his father become a well-known professional saddle bronc rider. He shares stories about how attending rodeos with his father and watching him in Las Vegas truly inspired him to become the bronc rider that he is today. Dawson also gives us a sneak peek into his life now with his wife Lily and baby girl Honey.

Jenna Paulette is a cowgirl at heart. She tells us all about growing up in Lewisville, Texas and how she spent lots of time in Thackerville, Oklahoma helping with the family ranch. She talks about how she found her voice and her journey into country music. 

The Roundtable features Jess Pope, Caleb Smidt, Zeke Thurston and Tyler Waguespack. These four champions talk about how they got started in rodeo, what motivates them now, the toll rodeo takes on their bodies and what else keeps them busy throughout the year.