In August 2025, at the Music City Rodeo in Nashville, Cody Webster was hit by a bomb.
It wasn’t an explosive device, but it might as well have been. A bull struck him with such force that he was launched out of the arena, slamming into a steel panel. The impact sheared the bone off the front of his shoulder socket, exploded the capsule, and tore his bicep tendon.
Most athletes would have called an ambulance. Webster called for tape.
“Frank Newsom instilled in me at a very young age,” Webster told Tarek Saab on Y’all Street, “if you’re not dead and your legs are still working, you’re gonna go do your job.”
“Frank Newsom instilled in me at a very young age: if you’re not dead and your legs are still working, you’re gonna go do your job.”
Cody Webster
The Economics of Showing Up
Webster’s refusal to quit isn’t just about machismo; it’s about business. In the rodeo world, there are no guaranteed contracts. If you don’t work, you don’t get paid. Webster finished the Nashville performance with his shoulder hanging by a thread. He then delayed surgery to complete the summer run, including the prestigious Cheyenne Frontier Days, dislocating his shoulder daily just to fulfill his contracts.
This “show up” mentality is the cornerstone of Webster’s brand. It’s why he is the 6-time PRCA Bullfighter of the Year. It’s why sponsors like Wrangler and Texas Precious Metals back him. In an industry of uncertainty, Webster is the sure thing.
The Pivot: Starring in “The Fall”
Perhaps the most remarkable part of Webster’s recovery was how he utilized his downtime. While awaiting surgery, he received a call from country music superstar Cody Johnson. Johnson wanted Webster to star in the music video for his new single, “The Fall.”
Despite being days away from reconstructive surgery, Webster said yes.
“I said, ‘Cody, I just scheduled my surgery. We gotta do this in the next two weeks,'” Webster recalled.
The resulting video is a cinematic masterpiece that visually narrates the physical toll of the rodeo lifestyle. For Webster, it was a strategic masterstroke. By crossing over into mainstream media, he expanded his brand equity beyond the rodeo arena, ensuring his relevance even while sidelined on the operating table.
The Comeback
Webster returned to the dirt at the National Finals Rodeo (NFR) just three months and 26 days after surgery—a recovery timeline that defies medical logic.
“I feel like I’m back,” Webster said, fresh off the NFR dirt. “The rest of my body is the best I’ve felt since I was 15 years old.”
For entrepreneurs and business leaders listening, Webster’s story is a reminder that resilience is a competitive advantage. Whether you are facing a market crash or a charging bull, the strategy remains the same: gather your chickens, tape it up, and get back to work.
Watch Cody Webster discuss his miraculous return and the filming of “The Fall” on episode 26 of Y’all Street.
