Beyond the arena
athlete development
The skills you build away from competition can be just as important as the ones you build in it.
Whether you're preparing for what's next, strengthening your financial future, building your personal brand, or learning from someone who's been there, WSF is here to help you grow long before and long after your last ride.
Nobody hands you a playbook for what comes next
You learn how to ride. You learn how to compete. You learn how to get back up after the bad nights.
But nobody really teaches you how to build a career, manage your money, tell your story, or prepare for the opportunities that come along the way.
Those things matter too.
Because your future isn't built the day you stop competing. It's built one decision, one relationship, and one opportunity at a time.
That's why WSF invests in Athlete Development, not just to help you succeed in western sports, but to help you build a life beyond them.
What we provide
Financial Literacy
Financial confidence creates opportunity. Whether you're managing entry fees, planning for the future, or navigating the ups and downs of life on the road, WSF provides practical education and trusted guidance to help you make informed financial decisions with confidence.
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Budgeting & Cash Flow Learn practical strategies for managing variable income, planning for travel expenses, and building financial habits that support both your career and everyday life.
Taxes & Financial Basics Better understand the financial responsibilities that come with life as a professional athlete, from taxes and recordkeeping to planning ahead and avoiding common pitfalls.
Saving & Planning for the Future Build confidence in setting financial goals, creating savings plans, and preparing for both expected milestones and unexpected challenges.
Business & Entrepreneurship Explore resources to help you start, grow, or manage a business, whether it's a side hustle during your career or your next chapter after competition.
One-on-One Financial Guidance Connect with trusted professionals who can answer questions, provide practical advice, and help you make informed financial decisions.
Resources for Every Stage of Your Journey Whether you're just starting out, competing professionally, or planning for life beyond the arena, WSF provides tools and education designed to help you build long-term financial confidence.
Career Preparation
Every athlete's career evolves. Whether you're preparing for your next opportunity, exploring a new profession, or planning for life after competition, these resources help you confidently take the next step.
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Resume Development Receive guidance on creating or refining a professional resume that highlights your unique experiences and transferable skills.
Career Coaching Explore potential career paths, identify your strengths, and receive personalized feedback as you prepare for your next chapter.
Professional Development Access tools, resources, and educational opportunities designed to help you grow both personally and professionally.
Scholarship Opportunities When available, WSF may offer scholarships to help offset the cost of certifications, continuing education, or professional development programs that support your career goals.
Brand + Opportunities
Your reputation is one of the most valuable assets you have. Every interview, sponsor meeting, social media post, and handshake is an opportunity to tell your story. WSF helps you build the confidence, skills, and relationships that create opportunities both during your career and long after the arena.
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Build Your Personal Brand – Learn how to identify what makes you unique and create an authentic brand that reflects who you are both in and out of the arena.
Media Training – Build confidence speaking with reporters, participating in interviews, appearing on podcasts, or representing yourself at public events.
Social Media Strategy – Learn how to use social media intentionally to tell your story, connect with fans, and strengthen your personal brand.
Sponsor Relationships – Understand how to approach potential sponsors, create lasting partnerships, and deliver value to the brands that support your journey.
Media Kits & Professional Resources – Develop media kits, biographies, sponsorship materials, and other tools that help you present yourself professionally and confidently.
Create New Opportunities – A strong personal brand can lead to speaking engagements, ambassador opportunities, business partnerships, and relationships that continue to grow long after your competitive career.
Mentorship + Support
No one understands the journey like someone who's lived it. Connect with mentors who have walked a similar path and are ready to share their experiences, offer encouragement, and help you navigate the opportunities and challenges along the way.
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Connect with Someone Who's Been There – Be matched with someone who understands the unique journey of western sports and is willing to share what they've learned along the way.
Real Conversations – Ask questions, talk through challenges, and gain perspective from someone who's faced many of the same decisions both in and beyond the arena.
Guidance for What's Next – Whether you're navigating competition, considering a career change, building a business, or simply looking for advice, mentors can help you think through the road ahead.
Build Meaningful Connections – Mentorship is about more than one conversation. It's about building relationships that encourage growth, open doors, and remind you that you're not navigating this journey alone.
The People You’ll Learn From
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Jessie Jarvis
Founder/CEO Of the West
Jessie helps western athletes and entrepreneurs build brands with purpose. Whether you're growing a business, creating content, or figuring out how to tell your story, she'll help you develop an authentic brand that opens doors long after the arena.
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Jenna Morr
Social Media & Personal Brand Strategist
Your social media is more than a highlight reel. It's part of your personal brand. Jenna helps athletes create an authentic online presence, connect with fans, grow their audience, and position themselves for future sponsorship and career opportunities without losing sight of who they are.
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Colby Yates
Professional Coach & Mentor | Arizona Ridge Riders
Success doesn't happen alone. Colby brings years of experience coaching elite athletes and developing winning teams. Through mentorship and one-on-one coaching, he helps athletes navigate challenges, strengthen leadership skills, and continue growing both in and out of competition.
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Justin Bates
Financial Advisor
Managing money can feel overwhelming, especially when your income changes from season to season. Justin helps athletes build financial confidence through practical guidance on budgeting, saving, investing, taxes, retirement planning, and preparing for life beyond competition.
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Kody Lostroh
World Champion Bull Rider | Coach + Mentor
Success in western sports is about more than what happens in the arena. As a World Champion Bull Rider and coach for the New York Mavericks, Kody understands the challenges athletes face at every stage of their careers. Through mentorship and coaching, he helps athletes build confidence, work through adversity, strengthen their mindset, and prepare for success.
HOW DOES IT WORK?
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Complete a short application so we can learn about your goals and connect you with the right resources.
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Whether it's a mentor, educational resource, scholarship opportunity, or specialized training, we'll help you find the support that fits.
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Whether you take advantage of one resource or all of them, WSF is here to support your journey and invest in your personal growth, both during your competitive career and long after the arena.
This isn’t just for after rodeo
This isn't just for retirement
Athlete Development isn't something you wait to use until your career is over.
The strongest careers after competition are usually built long before the final out.
Whether you're eighteen or thirty-eight, there's value in investing in yourself today.
Explore the resources designed to help you grow.
“This has been such a worthwhile investment in myself. I’d recommend it to anyone.”
— Former Customer
