PRORODEO Sports News - March 21, 2025

The Justin Sports Medicine team has put the health and safety of PRORODEO athletes at the forefront, treating all injures from minor to severe. ( PRCA photo by Joseph Archuleta ) Partner Spotlight : Justin Sports Medicine

BY ZACH ALVIRA

THE JUSTIN BRAND has been a staple in rodeo since its inception in 1879. The brand began in Western wear, setting out to create the best cowboy boot on the market. Since establishing itself as a leader in boots and other clothing, Justin began expanding into other areas of rodeo. Sports Medicine included. Justin Sports Medicine was created with the goal of supporting cowboys in an area where it wasn’t always available. While the “drink

the pain away” mentality still exists, Justin Sports Medicine has set out to establish top-notch care for cowboys participating in rigorous events that can take a toll on their bodies. “If you are a PRCA member, I treat you for free,” said Mike Rich, the executive director of the Justin Sports Medicine program. “We treat everyone the same, which is huge. That’s because Justin and the PRCA came to an agreement. It took a lot of work between Justin and PRCA. But Justin is one of those old school

sponsors. Handshake deal.”

Rich has been a part of Justin Sports Medicine since 1987. He worked his way up from athletic trainer to program manager to executive director, a role he has held since 2009. He found success in athletic training early on in his career. He was called upon to fill in for an international sporting event featuring the U.S. and Canada in 1987 after other trainers had food poisoning. It was the first big break in his

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PRORODEO Sports News April 2025