Steve Friskup has watched ranch horses skyrocket in value during the past few years, playing a crucial role as the auctioneer at the most elite sales in the Western industry. In addition to working at prestigious auctions such as the Western Heritage Classic and Return to the Remuda, he is the CEO for Clovis Horse Sales in Levelland, Texas, a sale that attracts consignments from many cowboys and ranchers. Friskup also auctioneers at National Cutting Horse Association event sales. Swinging a gavel and selling horses has been his passion since he was a teenager growing up in Oklahoma, and today he is regarded as the top auctioneer in the Western performance horse industry. He also commands a large following on social media through his “Coffee with the Colonel” videos, which are viewed by thousands of Facebook users five times a week.