‘Bull riding is a drug’: rodeo embraces its sports science era – in pictures

The sport is rooted in the culture of rugged individualism and has been slow to adopt modern techniques. That state of affairs is slowly changing

Boosted by cultural phenomena like the hit series Yellowstone and Beyonce's Cowboy Carter album and tour, rodeo and all things Western are enjoying a cultural resurgence. Attendance, broadcast and streaming viewership are at all time highs. So is the prize money, which is attracting more and more young athletes seeking a chance to make a name for themselves.

But while rodeo is booming, athlete development remains antiquated.