I sat down with Adam Trenk, attorney turned owner of one of the most iconic saddle brands in the American West, to talk about one of the most remarkable comeback stories I've ever heard.
In 2019, Adam learned that Genuine Billy Cook Saddles, a 70-year-old American institution founded in Greenville, Texas in 1953, was on the verge of shutting down after its founder passed away. With no background in manufacturing and a legal career in Arizona, he bought it anyway. Then in April 2024, a tornado leveled the entire factory in Sulfur, Oklahoma, a total loss. And somehow, on the other side of all of it, Genuine Billy Cook is now the Official Saddle of the Wrangler National Finals Rodeo and the PRCA.
This episode is for every horse person, rodeo fan, western lifestyle lover, and anyone who grew up putting their boot in a Billy Cook stirrup and never forgot it.
We talk about:
- Growing up in New Jersey with a grandfather who managed thoroughbred racetracks and the Billy Cook saddle that started it all
- What the company looked like when Adam took over and what it took to restore its legacy
- The April 2024 tornado that wiped out the Sulfur, Oklahoma factory completely
- Rebuilding from scratch; what resilience actually looks like in practice
- Becoming the Official Saddle of the NFR and the PRCA and what that means for the brand
- The Sulfur Stampede; a rodeo and music festival helping rebuild an entire town's economy
- Custom saddle fitting, new apparel and lifestyle products launching at Cowboy Christmas in Las Vegas
- What six summers training horses in Montana and Idaho taught him about business
- Why Billy Cook is, in his own words, "an undeniable American legacy"
Whether you're a lifelong rodeo fan, a horse person who grew up in a Billy Cook, or someone who just discovered western culture through Yellowstone and wants to go deeper, this one's for you.
🐴 Shop Genuine Billy Cook: genuinebillycook.com
📲 Instagram: @genuinebillycook
Billy Cook Saddles, NFR, National Finals Rodeo, PRCA, western lifestyle, cowboy culture, rodeo, American made, saddle making, horsemanship, cowgirl, cowboy, Wrangler NFR, Cowboy Christmas Las Vegas, Sulfur Oklahoma, western fashion, Real Country Podcast, horse people, rodeo life, American West, comeback story, small business
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