Dale Brisby is more than just a viral sensation or the self-proclaimed “greatest bull rider to ever wear a hat.” He is the architect of a modern Country and Western entertainment empire. Bridging the divide between traditional rodeo culture and the digital creator economy, Brisby has built a multi-faceted business portfolio that includes Rodeo Time Inc. (apparel and retail) and Rodeo Time Media (production and marketing). Whether starring in his Netflix series How to Be a Cowboy or managing operations at the Radiator Ranch, Brisby represents the new school of the American West: authentic, digital-first, and relentlessly entrepreneurial.
The Origin: From Yo-Yos to YouTube
Long before he was racking up millions of views, Brisby was honing his sales instincts. His entrepreneurial spirit appeared early, flipping yo-yos for a profit on elementary school field trips and selling direct-to-consumer vitamins while attending Texas A&M University to fund his rodeo ambitions.
His pivot to media began on July 1, 2013. While working as a bullfighter in New Jersey, Brisby posted his first comedic video to YouTube. It wasn’t an overnight success—it was a brick-by-brick build. For years, Brisby balanced day-working at ranches and managing livestock with creating content. It wasn’t until the summer of 2016 that he went “all in,” purchasing a house and dedicating his full attention to the Rodeo Time brand. That leap of faith transitioned him from a working cowboy with a hobby to a full-time media mogul.
The Rodeo Time Ecosystem: Scaling Authenticity
Brisby operates with a distinct philosophy: Every company must be a media company. He has structured his business into two distinct but symbiotic arms:
- Rodeo Time Inc.: The primary revenue driver, focusing on apparel, e-commerce, and wholesale distribution.
- Rodeo Time Media: The marketing engine. This team of editors and videographers produces podcasts, vlogs, and sketches that drive brand equity.
His approach to business is grounded in “The Grind.” He maintains a strict regimen—waking up at 4:30 AM, gym by 5:15 AM, and managing a team of 15 employees by 8:00 AM. His Netflix series, How to Be a Cowboy (2021), further cemented his status as a cultural bridge, bringing the grit of ranch life to a global audience. Through it all, Brisby insists that authenticity is the only metric that matters—if you can’t actually ride the bull, the audience won’t buy the t-shirt.
