To understand where we are today, you first have to understand where we came from.
A lot people don’t realize that becoming a stock contractor in the Professional Rodeo Cowboys Association isn’t as simple as buying livestock and producing rodeos. To produce or co-produce a PRCA sanctioned rodeo, you must hold a PRCA stock contractor card. These cards are highly sought after, extremely valuable, and for many years, no new cards were issued. The only way to obtain one was to purchase an existing PRCA rodeo company and continue its legacy.
That is exactly how our story began.
FLYING I RODEO COMPANY
The roots of our PRCA card trace back to 1954 in Lamar, Colorado, when Hall of Fame Thoroughbred racehorse trainer James Allen “Hoss” Inman founded the Flying I Rodeo Company. Over the next 23 years, Inman built one of the premier rodeo companies in the Midwest. A true pioneer of the sport, the well-dressed and personable stock contractor changed rodeo forever when he became the first producer to give bucking bulls names instead of numbers, creating a stronger connection between fans and the livestock.
His eye for talent was second to none. In 1959, Flying I Rodeo Company supplied nine head of stock to the very first National Finals Rodeo. Among Inman’s legendary animals was the great bucking horse Jesse James, who qualified for the National Finals Rodeo eleven times and earned PRCA Horse of the Year honors in 1961.
B-J RODEO COMPANY
In 1977, seven-time National Finals Rodeo cowboy Bernis Johnson purchased Flying I Rodeo Company and combined it with his own operation, B-J Rodeo Company. Over the next two decades, B-J Rodeo Company produced rodeos and supplied outstanding bucking stock to events across the country. One of the most celebrated animals in rodeo history emerged from Johnson’s program: PRCA Hall of Fame inductee Skoal’s Sippin’ Velvet.
Known for his remarkable consistency and exceptional bucking ability, Skoal’s Sippin’ Velvet compiled one of the most impressive records in professional rodeo history. He qualified for the National Finals Rodeo eighteen times and was named PRCA Bareback Horse of the Year five times.
DORENKAMP RODEO COMPANY
In the late 1980s, Bernis Johnson sold the company to Fred Dorenkamp of Holly, Colorado. Fred was a true cowboy in every sense of the word. As a contestant, he competed in bareback riding, saddle bronc riding, bull riding, and steer wrestling. Raised on a ranch during the devastating Colorado droughts of the 1950s, Fred’s family operation struggled to support everyone, leading him to take a job with Hoss Inman. Over time, he worked his way up to managing the Flying I Rodeo Company.
Fred and his wife Norma operated Dorenkamp Rodeo Company until 1993, supplying quality bucking horses and bulls to rodeos throughout the United States. Their operation was a true family business, with everyone pitching in to help produce events. Their livestock earned national recognition, producing the Bareback Horse of the National Finals Rodeo in 1990 and the PRCA Bareback Horse of the Year in 1991. In 2013, Fred and Norma received the Donita Barnes Contract Personnel Lifetime Achievement Award, an honor presented annually to individuals who have dedicated their lives to the rodeo industry.
GUIDRY RODEO COMPANY
In 1993, Vernon Guidry of Houma, Louisiana, purchased Dorenkamp Rodeo Company and relocated the operation to Madisonville, Texas. As bull riding continued to grow in popularity, Vernon focused much of his breeding program on developing elite bucking bulls. Inspired by some of the industry’s most influential California breeders and legendary bulls such as Oscar and Red Rock, Guidry established a “Born to Buck” breeding program dedicated to producing superior bucking stock.
The results spoke for themselves. Guidry Rodeo Company became one of the most respected stock contracting firms in the industry, supplying livestock to many of the largest Professional Rodeo Cowboys Association rodeos and Professional Bull Riders events throughout the United States and Canada. Throughout its existence, Guidry Rodeo Company provided bucking stock to the Wrangler National Finals Rodeo every year, a testament to the quality and consistency of its breeding program.
DO OR DIE PRO RODEO
In 2003, rodeo bullfighter Bryan Payne joined Vernon Guidry to manage the rodeo side of the company, allowing Vernon to focus on his breeding program. Bryan then purchased Guidry Rodeo Company, renamed it Do Or Die Pro Rodeo, and relocated the operation to Pleak, Texas.
Over the past two decades, Do Or Die Pro Rodeo has produced and co-produced PRCA rodeos, PBR events, and open rodeos throughout the United States and Canada. Through high-energy productions, superior livestock, and an unwavering commitment to the fan experience, the company has earned a reputation for delivering exciting events that bring communities together and create lasting memories.
Do Or Die Pro Rodeo has provided livestock for many of the sport’s most prestigious events, including the Wrangler National Finals Rodeo, Professional Bull Riders World Finals, Championship Bull Riders World Finals, Ram National Circuit Finals Rodeo, Indian National Finals Rodeo, and countless others.
The foundation of our success has always been simple: hard work, quality livestock, and a genuine love for the western way of life. From the arena floor to behind the bucking chutes, we have been blessed to work alongside talented athletes, stock contractors, rodeo committees, personnel, and supporters who share our passion for the sport.
Today, Do Or Die Pro Rodeo proudly carries forward a legacy that began more than seventy years ago. While much has changed over the decades, the values that guide us remain the same. We believe rodeo is more than a sport, it is a way of life. It is where hard work still matters. Where traditions are passed from one generation to the next. Where communities gather to celebrate faith, freedom, and family. It is a place where we still stand for the National Anthem and bow our heads in prayer.
We are proud of where we have been, grateful to those who helped us along the way, and excited about what lies ahead.
Welcome to Do Or Die Pro Rodeo.
