Our Mission

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 professional sports and provides athletes with the tools, backing, and exposure they need to build real careers both 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 the 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.

Contact Doug at Doug@WLSM.co

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business, James saw a massive gap in the rodeo world: elite athletes with powerful stories; underserved by outdated systems.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.

Contact James at James@WLSM.co

Director of Operations

Erin Holloway 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, 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.

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.

Vice President of Strategic Rodeo Sponsorships

Jonas Bushong has spent his life rooted in the Western way of life. Raised in rural Nevada in a ranching family, he’s a third-generation cowboy who understands rodeo from the inside out, both in and beyond the arena.

He’s competed across every side of the sport, from timed events to rough stock, building connections with contestants and fans along the way. Jonas rodeoed from junior high through the professional level, competing in saddle bronc riding until a career-ending injury shifted his path. That transition revealed a bigger opportunity. Jonas saw the disconnect between the rodeo world and the brands trying to enter it, as the lack of structure for athletes navigating their careers beyond competition.

As Vice President of Strategic Rodeo Partnerships at Western Legends Sports Management, Jonas brings firsthand experience and credibility to the table. He’s focused on building meaningful partnerships that support athletes, grow the sport, and connect brands to the western industry in a way that actually resonates.

Contact Jonas at JonasB@WLSM.com

 Operations Director |  High School Branch

As Operations Director and head of the high school athlete program at Western Legends Sports Management, Presley Johnson 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 is 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.

Contact Presley at Presley@WLSM.co