For 10 nights under the Vegas lights, 15 cowboys will come together and compete for the coveted title of World Champion Bull Rider. For some, the Thomas and Mack is a familiar sight, but for 19-year-old rookie Cooper James, the lifelong dream of stepping onto that dirt is now reality.
A Small Town Start
Cooper grew up alongside two sisters just 30 miles west of Salt Lake City in the small town of Erda, Utah. Being raised in a family of horse trainers, Cooper was immersed in the western ways of life. He started riding sheep at a young age, eventually moving onto calves and mini bulls. At age 13, Cooper attended what he thought was a mini bull ride. However, when he arrived at the event, he discovered it was his chance to move up to the big bulls. Even six years later, Cooper vividly remembers the feeling of his first 8-second ride and knew from that moment on, there was no going back.
He went on to attend Tooele High School and compete with the West Desert Rodeo Club within the Utah High School Rodeo Association. He competed fiercely throughout his high school career, earning the title of the 2022 Bull Riding Champion and the 2023 Saddle Bronc Champion. Both resulted in a trip to the National High School Finals. Those four years gave him a good taste of the rodeo life, and by his senior year, he knew this was something he wanted to pursue.
The Journey to the PRCA
The PRCA [Professional Rodeo Cowboy Association] allows athletes over the age of 18 to compete within their organization. After becoming a permit member, cowboys must be awarded at least $1,000 from a PRCA-sanctioned rodeo before they can become an official cardholder. On July 25, 2023, just one day after Cooper’s 18th birthday, an application for a bull riding permit was submitted. Staying on for 8 seconds wasn’t new for Cooper—he’s done it hundreds of times.
A few months into holding his permit, the bulls were still winning, and the number of successful rides sat at zero. Things were off, and Cooper knew something needed to change. In October of 2023, he entered the Gem State Classic and started preparing for a matchup that would kickstart a successful rookie year. The two-time bull of the year, Chiseled, took one giant leap out of the gate and a quick turn to the right while Cooper stayed centered. He was awarded 92.5 points, which is now the arena record, a $1,283 check, and a filled permit.
A Rookie Year to Remember
When asked about his rookie year, Cooper really couldn’t have asked for a better one. He admits it did not start smoothly, but he knew persistence would pay off. His first few months were tough as he fought to qualify for major events. But in February 2024, he secured a spot at the San Antonio Rodeo, where a series of solid rides earned him third place in the aggregate and launched him into the top 30 rankings. From there, Cooper’s momentum grew. A few more good rides and his name sat in the top 20.
During an interview with Cooper, he said: “It wasn’t really for sure I knew I was going to make the finals until the end of April. It was the week of Clovis, California. We went to Clovis Extreme and then flew to Texas to Del Rio, Lufkin, and then flew back to Clovis for the rodeo, and the week before we were in Red Bluff, and I just didn’t fall off—I stayed on everything. With that money, it just jumped me up into the top 15, and I just remember that. It just pumped me up.”
Eyes on the prize, he finished out the season strong, winning just under $160,000 and securing a spot as number 10 in the world.
The Road to the NFR; One Step at a Time
One year after that monumental ride in Blackfoot, Idaho, Cooper started preparing physically and mentally for 10 back-to-back matchups with some of the best rough stock in the world. The sport of rodeo is arguably the most grueling event on dirt. Seven days a week in the gym and eating right is key when it comes to physical health, but the mindset is just as important.
Just like other athletes within professional sports, Cooper studies his previous rides. He writes down what went well, how it felt physically and mentally to look back on afterward. He writes his goals down every single day and works alongside a mental coach to understand how to think positively and how to handle the nerves when they do arise. This is how Cooper has been able to keep that momentum going throughout the season and now going into competing for the greatest title of all.
His mentality is simple, yet effective: “I’m just not letting the lows get too low and the highs get too high, riding that even ground all the way through, and it has worked out in my favor. I’m going to treat it like every other rodeo. It’s a beast in some people’s minds, and they get amped up for something like that, but I like the pressure, and I like feeding off of that. I’m just going to keep it mentally the same as it always has been all year. We’ve been riding the same bulls and the same broncs all year. Just going in with that mindset.”
When high-pressure situations arise, there are different ways you can handle those nerves. You can let doubt creep into your mind and hold you back, or you can use it as fuel to ignite your drive and get the job done, no matter what. Cooper always knew he was going to make it to the Wrangler National Finals Rodeo one day. It wasn’t a matter of if, but of when.
Powder River & Cooper James
At Powder River, we understand what cowboys put on the line to succeed in this industry. During the height of a rodeo season, an athlete could be competing almost every night of the week. Whether they’re working in the practice pen or competing in the rodeo arena, the quality of equipment is very important. We pride ourselves on making safe equipment so that the cowboy’s sole focus is winning. We are honored to support Cooper James during the 2024 Wrangler National Finals Rodeo, throughout the next year, and many more to come after that.
