Steve Gander grew up on a small Iowa farm where hard work was survival, not choice. But the moment he attended his first rodeo, his life took a new direction. What started with riding broncs and hauling gear became a vision that reshaped Western sports.
As founder of World’s Toughest Rodeo, Gander transformed rodeo into a national brand. He brought the cowboy way of life into major arenas, from Chicago to New York City, showcasing the grit, glory, and spectacle of the American West. Along the way, he produced shows for presidents, inspired future leaders in the sport, and proved that rodeo could thrive far beyond ranch country.
World’s Toughest Rodeo is more than a memoir—it’s the story of an entrepreneur whose instinct for business, branding, and entertainment created a legacy. Gander’s ride proves that vision, persistence, and cowboy spirit can build an empire.