Sowing Seeds of Success: Judy Wagner's Impact on the Western Sports Community
Judy Wagner was recently honored in “Nice Job, Cowgirl,” a 30-minute stand-alone documentary produced by McFarland Productions and Off Your Rocker Films, in association with Montana Silversmiths. Photo by McFarland Productions
Judy Wagner is more than a familiar face in the world of Western sports—she’s a pioneer, leader, and a true embodiment of the Western way of life. Her passion for the Western lifestyle and dedication to helping athletes thrive both in and out of the arena continue to make an indelible mark on the industry.
Judy’s passion for the West started at an early age. As the oldest of eight siblings, Judy grew up on a ranch in Avon, Montana, where the family worked as hard as they played.
“We learned how to work as a family,” Judy recalls. “Hard work was ingrained in my DNA from the very beginning.”
When Judy was only 16 years old, her father was killed in a tractor accident on their family’s ranch. That December day changed her life, shaping both her childhood and her future.
“That Christmas, my siblings and I learned firsthand that the cows don't know it's Christmas,” she explains. “You do what you have to do. You feed the cows, and then you come in and unwrap gifts.”
Photo by McFarland Productions
Before her father passed, he imparted a seed of wisdom to his young daughter that she has carried with her throughout her own life.
“Not two weeks before he passed away, he put his arms around me and walked me to this big picture window in our house,” Judy recalls. “We looked out over the ranch at the cows and horses, and he said ‘This is what I love to do. This is where my passion is. It matters not what you do, Judy. I will always be proud of you.’”
That simple statement gave young Judy the confidence to pursue her goals in the industry she loved, even long after her father’s untimely passing.
“That has helped me throughout my life,” Judy says. “I'm so thankful for those experiences, even though some aren't the most pleasurable.”
Not only did that moment give Judy the confidence to chase her dreams, but it also taught her the importance of planting seeds through simple acts. She has carried this philosophy through her life and career, sharing reassurance, kindness, and wisdom with those around her.
“Approaching someone with a fist pump or a smile can make somebody's day,” Judy explains. “Simple acts make a great impact. So, whatever you can give helps invest back into others and plants those seeds that help us grow and become better.”
Sowing Seed of Goodness
From early childhood, Judy recalls naming the animals on her family’s ranch—from horses to dogs and everything in between—and sharing stories about the daily activities she experienced. That thread continued through Judy’s career as a marketing expert, sharing stories about the things that make the Western industry great.
Photo by McFarland Productions
After earning a degree at Montana State University in Bozeman, Judy took on the role of county extension agent.
“I can't say enough about how 4H and FFA programs help young people educate themselves and become more confident,” Judy says. “Some of the greatest talents that I've seen in young people are coming up through organizations like that.”
Next, Judy embraced her entrepreneurial spirit by launching a rope company, Gator Ropes, with the support of her husband Alvin and other friends in the Western industry. As a young female business owner, Judy put her ranch-raised values into action.
“I was going to the [National Finals Rodeo] and setting up a booth, doing the marketing, figuring out product development—whatever needed to be done,” Judy recalls. “I just kept my eye on my own forward motion. Everything that I've given has come back tenfold.”
After 12 years of success with Gator Ropes, Judy sold the company and took a position as Director of Marketing for Montana Silversmiths in late 1999. Over the next 20-plus years, Judy’s name became synonymous with Montana Silversmiths’ success as she progressed from her initial role to a vice president position, and finally, to Chief Marketing Officer. During her tenure with the company, Judy witnessed drastic changes within her field.
“When I first came into Montana Silversmiths, we didn't have email—we had office memos,” Judy recalls. “Now, everything happens so much faster.”
Although technology has changed the nature and speed of communication over the years, Judy still finds the most value in adding a personal touch.
“In the early days, one-on-one personal relationships were so important,” she continues. “As I look into the future, I still believe the personal aspect of it is as important today as it was back then. The invisible threads formed as we weave in and out each other's life make a beautiful tapestry.”
Photo by McFarland Productions
Drawing from her early experience with her beloved father, Judy made it her mission to positively impact people with whom she interacted at every opportunity.
“It's the planting of the seed and the personal touch,” she explains. “Even though we keep doing bigger, better, different things, it all comes back to the anchor of being good individuals and doing what's right by other people.”
Throughout her career, that mindset has allowed Judy to foster growth in her peers and the young women striving to follow in her footsteps through programs like Cowgirl magazine’s 30 Under 30.
“One small thing can change your life, just because you just took the time to listen to someone,” Judy reveals. “I think we need to take the time to go deeper and get to know people where they are today. Those invisible threads will come back to us and help us become better people.”
A Cowgirl Movement
Much like the changes she witnessed in the marketing field, Judy has watched the growth of representation and opportunities for women in rodeo.
“There have always been amazing, talented cowgirls out there,” Judy shares. “What I love most today is the purposeful appreciation of women in our sport and how talented the athletes are right now. Not just in the arena, which is very important, but those who are champions in and out of the arena.”
In her current role as Brand Champion and Western Lifestyle Advocate for Montana Silversmiths, Judy has a front row seat to watch cowgirls both in and out of the arena.
Photo by Crystal Gillen
“I see the champions of today looking at who's listening, why they're listening, and why that's important to them,” Judy explains. “I couldn’t be prouder of the cowgirls out there now both for what they're doing professionally as athletes and as businesswomen. It takes a purposeful effort to excel in your career both in and out of the arena.”
As a cowgirl herself, Judy knows firsthand the hours of dedication it takes to pursue excellence in Western sports, traditional vocations, and in life.
“When we see the champions in the arena, we’re not seeing the hours they're spending practicing and all the extra work behind the scenes,” Judy explains. “They're earning it. They're working for it.”
Care for the Caretakers
Drawing from her personal involvement in the rodeo industry, Judy has developed a unique appreciation for the Western lifestyle and those who live it.
“There's something special about the Western lifestyle, the cowboy, how he lives, and how he takes care of others, including the land and their animals,” Judy shares. “To have Western Sports Foundation do the same for them is really immeasurable.”
The cowboy code this industry holds dear mirrors WSF’s unwavering dedication to providing support for Western athletes. For Judy, it’s the heart behind that mission that best matches grit these athletes bring to the arena.
“As they go out and compete in the arena, these athletes really give it their all,” she explains. “Western Sports Foundation is an all-encompassing resource for the athletes who come into the sport with all their heart.”
It’s not just about the competition—it’s about fostering a support system that upholds the Western values at the core of what makes the Western way of life so meaningful.
“The values of a cowboy are authenticity, integrity, a strength that's internal—their faith, their belief in their country, and their family,” she reveals. “Those things all together encompass the cowboy, the cowgirl, and the Western lifestyle.”
It’s that sense of community that makes the Western lifestyle so enduring, shaping not only the athletes but also the broader community they represent.
“There is something magical in an arena during the hype of a great ride or a great run,” she shares. “That magic can also carry into life as we go through our daily activities, in how we approach people, and how we do what it takes to support each other in good times and in bad.”