From farm chores in rural Iowa to the spotlight of sold-out arenas, Steve Gander’s journey is the ultimate American success story.

Raised on a small family farm, Gander learned early that survival came through hard work, grit, and perseverance. When he attended his first rodeo at 15, he was hooked—drawn not just to the excitement of bucking bulls and broncs, but to the production, promotion, and possibilities of the sport. That passion set him on a path that would make him one of the most influential entrepreneurs in rodeo history.

As founder of World’s Toughest Rodeo, Gander combined the authenticity of the cowboy way with savvy business instincts and bold marketing strategies. He brought Western sports into major markets like Chicago, Cleveland, and New York, introducing millions to the sights, sounds, and spirit of rodeo. His vision produced unforgettable moments, including a command performance for President Ronald Reagan, and helped launch the careers of countless rodeo professionals and producers.

More than a memoir, World’s Toughest Rodeo is a front-row look at how to build a brand, create opportunity, and turn a dream into a thriving business. It’s a story of leadership, risk-taking, and relentless determination—told by the man who reshaped rodeo into a nationally recognized entertainment powerhouse.

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