Western Life & Style Trailblazers

Hosted by Ali Dee and Nicole James

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Latest episode

Oct 2026

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About the show

Join us on Western Life & Style's Trailblazers Podcast, a business podcast focused on the western industry hosted by Emmy Award winning TV Personality and brand owner, Ali Dee, and Nicole James, a western business owner and master of social media and sales. Each episode we sit down with successful professionals in the field to learn about their careers, businesses, and the lessons they've learned along the way. From ranching and farming to fashion and rodeo, our guests come from all corners of the western industry to share their stories and advice on what it takes to thrive in this unique and dynamic market. Whether it's uncharted challenges or outstanding triumphs, these trailblazers offer valuable lessons for anyone looking to blaze their own path to success. If you're just starting out or looking to take your career to the next level, Trailblazers is the perfect resource for anyone wanting to make their mark in the western world. Tune in and join the conversation on Trailblazers.

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27 recent

November 12, 202628 min

She Wins A Crown And Changes Rodeo History

She thought she was getting called in trouble, then her dad rolled up with a pony and her life in the Western world was set. Tammy L. McKnight joins us with a story that feels like pure rodeo truth: family, grit, small-town pressure, and the kind of community that shows up when it counts. We talk about growing up on a Texas ranch, learning horsemanship through 4-H and constant repetition, and what it really takes to become a well-rounded rider. Tammy walks us through the Rodeo Queen contest at the PRCA Lions Club Rodeo in Crockett, Texas, including the behind-the-scenes stress, the lessons from things going wrong, and the comeback that led to a win she didn’t fully realize was historic at the time. Later, she learns she was the first African American Rodeo Queen to win there, and we dig into what representation in rodeo looks like when you’re living it, not posting it. Then the conversation shifts into something bigger and heavier: elder financial abuse, dementia and Alzheimer’s, and why the system often fails families trying to protect their loved ones. Tammy shares why she started Stop The Business Of Elder Abuse, how she’s building it into a 501(c)(3) nonprofit, and how she wants to create a lasting legacy that also gives back to the rodeo industry through a saddle raffle to help kids afford the gear it takes to start. If Tammy’s story hits home, share this episode with someone who needs it, follow along for the saddle raffle, and leave us a review so more people can find these conversations. Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

October 30, 202629 min

EP. 25 Jessica Wahlert : Rodeo Marketing Behind the Curtain

A Western brand doesn’t “show up” at the National Finals Rodeo. It arrives after months of planning, trucks, booth builds, athlete schedules, retail coordination, and a thousand tiny marketing decisions that fans never see. We’re joined by Jessica Wallert, director of marketing at Miller International, to pull back the curtain on how Cinch shows up across rodeo, performance horse events, and the retail stores where customers actually buy. Jessica walks us through what her team manages throughout the year: sponsorships and activations, retail marketing and signage approvals, website updates, magazine placements, and the rapid-fire demands of social media marketing. We talk about NFR logistics at Cowboy Christmas and the Cinch Western Gift Show, plus what it takes to support more than 60 sponsored athletes competing in Las Vegas while still creating a great fan experience. The conversation also goes deeper into modern marketing pressure points: how influencer marketing changed the “personal touch” brands used to have, why authenticity matters more than ever when creators pitch partnerships, and how AI in marketing can help or hurt depending on how it’s used. If you’re trying to grow a career in Western industry marketing, sponsorships, or social media, Jessica’s path from entry-level roles to leadership offers practical, grounded direction. Subscribe for more Western business and creator conversations, share this with a friend headed to NFR season, and leave a review to help more listeners find the show. What’s one marketing trend you want us to unpack next? Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

October 15, 202631 min

EP. 24: Shea Fisher Durfey: From Rodeo Kid To Independent Country Artist

She knocked on a tour bus door at 14 with nothing but nerve and backing tracks, and that one move set off a life that’s equal parts rodeo, country music, and hard-earned reinvention. We’re Nicole James and the Western Life and Style Trailblazers team, and we’re sitting down with Shea Fisher, one of our 30 Over 30 winners, for a real conversation about what confidence looks like when it’s built, not borrowed. Shea takes us from her Australian rodeo upbringing and early radio success to the moment a Nashville record label shuts down mid-stride, forcing her to rethink everything. We talk resilience in the music industry, the mindset shift that happens in your 30s, and why “not caring what people think” can be the secret sauce for growth. She also shares how she pivoted into entrepreneurship with Shea Baby, scaling a Western kids clothing line from garage hustle to major wholesale accounts, and what it truly takes to learn fast when the stakes are real. Then we get practical about the daily juggle: mom guilt, marriage, work ethic, faith, fitness for mental focus, and keeping priorities straight when life gets loud. Shea also gives her take on Western fashion trends for NFR Las Vegas, plus smart Vegas tips like Resorts World and the Tesla tunnel that can save your sanity during rodeo week. If you love stories about women in the Western industry, independent artists, Texas radio dreams, and building a business with grit, this one’s for you. Subscribe for more Trailblazers conversations, share this with a friend who needs a push, and leave a review if you want more guests like Shea. What’s one dream you’re ready to pick back up this year? Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

October 7, 202647 min

EP. 23: Morgan Nicole Richters: If You Want To Be An Influencer, Treat It Like A Business

Creator life looks easy from the outside, until the brand emails pile up, the comments get mean, and you realize “just post more” is not a strategy. We sit down with Morgan Nicole to talk about the real work behind sustainable growth in the creator economy, especially for anyone trying to build a personal brand on Instagram and TikTok while keeping their values intact. Morgan shares the practical starting point most people skip: evaluate your season of life, then write down who you are and what you want to contribute. That simple “pen and paper” exercise becomes your filter for everything, from content ideas to negative feedback to the pressure to copy what’s already trending. We also get honest about consistency and thick skin, because the bigger your platform gets, the more you learn who supports you, who doesn’t, and how wild the internet can be. Then we dig into two hard lessons Morgan learned the painful way: organization and emotional boundaries. She explains how fast momentum can hit, why professionalism matters when you’re working with brands, and how systems like spreadsheets and clear workflows protect both your reputation and your peace. On the personal side, we talk about trolls, hurtful messages, and the importance of having trusted people outside the industry who can keep you grounded when you’re tempted to spiral. If you’re serious about influencer marketing, content creation, or building brand partnerships that actually fit, this conversation will help you start smarter and last longer. Subscribe, share this with a friend who’s trying to grow online, and leave a review with the one boundary you’re committing to this week. Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

October 1, 202631 min

EP. 22: Bonnie- Jill Laflin: Horses, Heroes, And Keeping it Real on What Success Costs

Horses don’t just look powerful, they can change how a person feels in minutes. Nicole James sits down with Bonnie-Jill Laughlin to talk about the heart behind her nonprofit, Hounds, Heroes, and Horses, including equine therapy for disabled veterans, children of fallen soldiers, and support for first responders. We get into why the horse-human connection can be so grounding, especially when someone is carrying grief, trauma, or stress, and how Western community support turns healing into something people can actually access. From there, we shift to NFR week and Bonnie-Jill’s new event, Her Arena, a charity-forward brunch experience in Las Vegas built to highlight women in rodeo and the people who make the sport happen on and off the dirt. We talk awards, panels, Junior NFR involvement, and why breakaway ropers deserve more attention, not less. Bonnie-Jill also shares how she’s working to honor Oakland’s legacy in a lasting way that inspires the next generation. We also keep it real about what success costs, how faith helps when life doesn’t go to plan, and why it’s okay if your path doesn’t match anyone else’s, whether that means building a big career, building a family, or building both with the right support. And yes, we have fun with NFR fashion trends: fringe, sparkle, turquoise, bold accessories, colored cowboy hats, and the simple rule that still matters, wear your hat forward. If you love rodeo, Western lifestyle, women’s leadership, and stories with purpose, hit subscribe, share this with a friend headed to NFR, and leave a review so more listeners can find us. What part of Western culture do you want to see celebrated next? Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

September 23, 202624 min

EP. 21: Shantelle Girard: The Hat Bar That Went Coast To Coast

A brand that starts in a vintage camper and ends up coast to coast doesn’t happen by accident. We sit down with Chantel Girard, the owner of Rancher Hat Bar, to unpack how a kitchen-table side hustle in 2022 turned into a full-blown Western fashion phenomenon with 19 locations nationwide, hundreds of employees, and nonstop pop-ups, weddings, and corporate events. If you’ve ever wondered how a “product” becomes an experience people line up for, this conversation gets specific fast. We walk through what the Rancher Hat Bar experience actually feels like: the giant wall of cowboy hats, the loud fun energy, and the step-by-step customization process using steam, shaping, brim cuts, branding, and accessories that can be deeply personal (think horse hair bands or fabric from a wedding gown). We also talk authenticity in Western style, from carrying well-known hat brands like Stetson and Resistol to making sure there’s something for everyone, whether you want classic cattleman vibes or bold, modern flair. Then we shift into the real behind-the-scenes work of scaling: hiring when you’re a control freak, building a team you trust, and managing the chaos of rapid growth from a headquarters in Scottsdale’s Air Park. We also preview Rancher’s big National Finals Rodeo presence in Las Vegas, including Cowboy Christmas and multiple casino partnerships. Subscribe for more Western business stories, share this with a friend who’s building something, and leave a review telling us what you want to hear next. Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

September 15, 202626 min

EP. 20: Leigh Martin: From Custom Saddles To Popular Western Handbags

Somebody copies your product, steals your photos, and sells a $6.99 “version” with a “100% leather” claim. What do you do next? We talk through that reality with Leah Martinez, owner of Alamo Saddlery, and it turns into a bigger conversation about craftsmanship, community, and what authentic Western style actually costs to make. Leah shares the real story behind Alamo Saddlery, from its roots as a high-end saddle maker to the brand fans now recognize for statement handbags at NFR and major Western events. We get specific about what most shoppers never see: producing around 2,000 saddles a year, making saddles under one roof, and why saddle fit matters more than any price tag. If you ride, compete, or just care about horse comfort, this part is a must. From there we shift into Western fashion and the design mindset that made Alamo bags blow up on TikTok and Instagram. Leah explains how she starts with function, spots a need in the market, and builds something that feels elevated and practical, like her clear stadium bag created to meet clear bag policies without looking cheap. We also share where to find Alamo during NFR at the Horseshoe Hotel and Casino in the Cowboy Roper Marketplace (booth 603), plus how to shop vendor markets in a way that supports handmade makers and small businesses. If you care about handmade leather goods, Western handbags, custom saddles, and keeping “Made in USA” more than a label, you’ll get a lot out of this one. Subscribe, share with a friend headed to NFR, and leave a review with your best tip for supporting makers. Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

September 7, 202633 min

EP. 19 Alexis Kimzey: How Faith and Hard Work Saved Me

You can grow up surrounded by rodeo and still feel like you have to “earn” your place. That’s why this conversation with Alexis Kimsey hits so hard. We talk about what it’s like to build a Western career from the inside out, from her family’s Bloomer Trailers roots to her drive to tell the stories that never make the scoreboard. Alexis shares how she found her lane in rodeo media, why she took early writing gigs so seriously, and how that willingness to work turned into bigger opportunities, including live hosting and audio coverage that helped widen the spotlight on rodeo life. Then we shift into the part of the journey that’s rarely said out loud: motherhood, health, and identity. Alexis opens up about severe preeclampsia, postpartum depression, and the feeling of losing herself after having kids. Out of that hard season, she and her husband build SageSense, a clean fragrance and non-toxic candle brand rooted in ingredient research, customer trust, and a mission to make home feel peaceful. We also talk about being open about faith as a business owner, and what happens when that choice brings backlash or social media censorship. We wrap with the fun stuff that still matters: NFR fashion, Cowboy Christmas reality, and the pressure social media can put on Western style. Alexis predicts a return to timeless looks, vintage pieces, and a less-is-more approach, while reminding us that comfort and confidence are always in style. If you care about the rodeo industry, Western lifestyle, clean home products, or building a brand with heart, you’ll take something practical from this one. Listen now, then subscribe, share with a friend, and leave a review so more people can find the show. What part of Alexis’s story do you relate to most? Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

August 27, 202621 min

EP. 18: Paige Murray: From Small-Town Horse Girl To Western Storyteller

She didn’t grow up in a rodeo family, but she still found her way to the heart of the Western world. I’m joined by Paige Murray, one of our Western Life and Style 30 Over 30 winners, for a candid, warm conversation about building a cowgirl life one bold pivot at a time, starting with a horse-loving childhood in Lancaster, South Carolina and a Clemson animal science path that kept evolving. Paige walks us through the surprising career steps that shaped her voice and confidence, from promotional modeling to traveling the country with NASCAR as Miss Sprint Cup, where she fell in love with broadcast journalism. That storytelling skill set later takes her to Ride TV, a move to Fort Worth, and a key moment at the National Finals Rodeo where she meets Ty Murray. From there, we talk real ranch life in Stephenville, Texas, the seasons of becoming a mom, and what it looks like to choose work that fits your family while still feeding your ambition. We also dig into Paige’s children’s book journey and the heart behind the Rosie the Horse series, including Rosie’s Wild Ride, Rosie’s Ranch Rescue, and Rosie’s Cowboy Christmas. If you care about Western children’s books, cowgirl representation for young readers, and how authors handle rejection, Paige shares the honest version. And yes, we get into the legendary “funny farm” too, why animals are genuinely therapeutic, and how ranch chores can be the best kind of reset. If you enjoy conversations about Western women, creative careers, ranch living, and following passions without losing the fun, press play, then subscribe, share this with a friend, and leave us a review. Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.

November 13, 202529 min

Ep 17: Rooted In Grit: Judy Wagner’s Journey

A ranch kid with eight siblings. A marketer without a formal degree. A leader who turned Western heritage into living, breathing brand love. Our conversation with Judy Wagner charts a path powered by grit, purpose, and the kind of storytelling that slows a noisy room and makes people feel seen Follow us on IG here. DM us on IG for sponsorship info or how we can help promote your business on our wildly popular social media pages.