What does it take to bring an iconic Western brand back to life, especially when everything seems to be working against you?

This week, I'm joined by Adam Trenk, attorney, entrepreneur, lifelong horseman, and owner and CEO of Genuine Billy Cook Saddles. Adam shares how a childhood connection to the legendary saddle brand eventually led him to purchase the struggling company in 2019, determined to restore its reputation for quality and craftsmanship. From navigating COVID and rebuilding the business to losing the entire factory in a devastating 2024 tornado, Adam's story is one of incredible perseverance.

We talk about the challenges of reviving a heritage brand, the importance of knowing when to change course, and how Adam's commitment to his employees has grown into an effort to help revitalize the entire community of Sulphur, Oklahoma. Plus, we discuss Genuine Billy Cook's exciting partnership with the NFR, its expansion into Western lifestyle products, and why Adam believes that anything worth doing is going to be difficult.

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Connect with Adam:

• Visit the Genuine Billy Cook Saddles website
• Follow on Instagram @genuinebillycook

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