We Don’t Just Represent Athletes—We Build Legends.

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Western Legends Sports Management was built for one reason: 

To change the way rodeo athletes grow, get sponsored, and show up in the world.
We’re not some cookie-cutter agency trying to fit rodeo into a box—it’s the opposite. We’ve built a team structure that mirrors pro sports and gives athletes the tools, backing, and exposure they need to build real careers inside and outside the arena.

But we’re not just here for the athletes—we’re here for the brands, too. We help companies break into the Western world the right way by pairing them with authentic athletes, powerful storytelling, and strategic campaigns that actually move the needle.

This is the evolution of western sports—and the bridge between the rodeo arena and the brands that want to be part of it.

Athlete Developer. Rodeo Competitor. Co-Founder of Western Legends Sports Management.

Doug Champion has spent his entire career at the intersection of performance and purpose. As the founder of Champion Living Fitness and director of the Optimal Performance Academy, he’s coached hundreds of rodeo athletes—from first-timers to world champions—helping them train, recover, and compete at the highest level.

But training was only part of the puzzle. Doug saw a major gap in rodeo: athletes lacked professional representation, and brands didn’t know how to get involved without losing authenticity. That’s why he co-founded Western Legends.

Doug brings firsthand experience from the dirt and the weight room, building a system that gives rodeo athletes the tools, structure, and exposure they need to build long-term careers—while helping brands find their place in the western world with purpose and impact.

Co-Founder, Western Legends Sports Management
Brand Strategist | Western Culture Connector | Growth Architect

James Holloway brings the business backbone to Western Legends. With a deep background in brand strategy, partnership development, and growth marketing, James has spent his career helping companies scale by telling better stories and making smarter connections.

Raised in the western lifestyle and obsessed with impact-driven business, James saw a massive gap in the rodeo world: elite athletes with powerful stories—underserved by outdated systems. Together with Doug Champion, he co-founded Western Legends to not only elevate athletes, but to help brands enter the western space with purpose, authenticity, and long-term success.

At the core, James is the bridge between big vision and real execution. He’s the guy behind the strategy—crafting deals, developing campaigns, and making sure every partnership delivers.

 Vice President of Talent Partnerships
Cory Miller brings over 25 years of success in sales, sales management, and business development to his role as Vice President of Talent Partnerships at Western Legends Sports Management. Known for driving revenue growth, building high-performing teams, and forging strategic relationships, Cory has a proven track record of matching opportunities with the right talent to create lasting value.

At Western Legends, he leverages his deep business expertise to connect top rodeo and western sports athletes with premier sponsorships and brand collaborations. His ability to align an athlete’s story with a sponsor’s vision—paired with his passion for the western lifestyle—positions him to expand the organization’s reach, elevate athlete profiles, and deliver exceptional results for all partners. 

Director of Operations
Erin was raised in the heart of western culture, growing up around livestock, rodeos, and the values that come with them — hard work, loyalty, and grit. As Operations Director for Western Legends Sports Management, she channels that background into keeping our athletes, events, and day-to-day operations running seamlessly.

Known for her ability to organize chaos, Erin handles scheduling, logistics, and communications with precision, making sure our team and athletes are always prepared. Her understanding of the rodeo lifestyle isn’t just professional — it’s personal, and it shows in the care she brings to every detail.

Erin is the behind-the-scenes force who ensures that, from the first gate swing to the final ride, Western Legends runs like a well-oiled machine.

 Operations Director |  High School Branch

As Operations Director and head of the high school athlete program at Western Legends Sports Management, Presley blends grit, organization, and heart to ensure every detail runs smoothly — from scheduling and logistics to athlete support.

Raised in the livestock production world, she knows the value of hard work and community. Her passion for public communication and building genuine relationships makes her a natural link between athletes, families, and the broader Western audience.

At Western Legends, Presley’s focus is on empowering the next generation. She ensures that young athletes not only excel in the arena, but also gain the skills, exposure, and confidence to represent the Western lifestyle with pride.