On this episode of the Exceptional Companies Podcast, I had the chance to sit down with my good friend Jay Dial. Jay isn’t just an announcer or an entrepreneur—he’s someone who has taken a hobby and turned it into one of the fastest-growing rodeo events in Colorado Springs. Our conversation was full of stories, lessons, and insights that connect far beyond the arena dirt.
Meeting Jay
I’ve known Jay for a while, and what has always struck me is how he serves first. In fact, when we first met, he gave me his book—not his time, not a sales pitch, but knowledge he had worked hard to gather. That spirit of generosity came through in our whole conversation.
Jay told me about growing up in Colorado Springs, moving out to Yoder as a teenager, and catching the rodeo bug at sixteen. He rode bulls for eight years, racking up nineteen head injuries he can remember. Eventually, he picked up the microphone, inspired by legends like Bob Toman and Paul Hams, and later studied announcing under Chad Nicholson.
“Announcing isn’t just entertainment,” Jay told me. “It’s education. You have to be clear, concise, and engaging—whether you’re speaking to five thousand people or across the table from one.”
Early Stripes
I asked Jay what it was like to step into his very first announcing gig. He laughed and admitted it was “petrifying.” At a youth rodeo in Julesburg, he had no cadence, no homework, just nerves.
But one story stood out. Jay described working at the ranch of Paul Schultz, a former bronc rider and army chaplain. Schultz hated announcing, but when he did it, he leaned into humor: “The rodeo starts at 0800. For you team ropers, that means the big Mickey Mouse hand is on 12 and the small Mickey Mouse hand is on 8.” Jay never forgot that, and it reminded me that connection always matters more than polish.
The Birth of Triple J Rodeo
The idea for Triple J Rodeo came over lunch with Jay’s father-in-law, Jeremy. Jay simply asked, “What do you think if we put on a bull riding event?” Jeremy said yes without hesitation.
Originally, Triple J stood for Jeremy, Jay, and Jeremy’s brother Jason. Jason eventually bowed out, and the name shifted to Jeremy, Jay, and Jesus. Jay’s twin brother Nick had even predicted it: “You should just put one on yourself and pay yourself whatever you want.” That advice turned prophetic.
Their first rodeo drew just over 1,300 fans. This year, the stands held 7,519. That kind of growth doesn’t happen by accident.
Rethinking Sponsorship
When I asked Jay about the biggest obstacles, he didn’t hesitate. “Sponsorships,” he said. He doesn’t like the traditional model—hanging a banner, mentioning a name in the program, handing out a few tickets.
For Jay, it’s about year-round engagement. “Life is a contact sport,” he said. “If you live it by yourself, you’re basically talking to a volleyball.” His focus is on building community, creating returns for local businesses, and keeping those relationships alive long after the arena lights go dark.
Community Beyond Rodeo
That struck a chord with me because I’ve been thinking a lot about community too. Through the COS Business Podcast and the 4-1-1 for 7-1-9 Facebook group, we’ve been exploring how to rebuild connection after COVID. Jay and I agreed: whether it’s an arena, a church, or a meeting space, underused resources are opportunities to draw people together. And the more people you connect with, the more opportunities you create.
Relationships Over Transactions
One of the highlights for me was talking with Jay about serving first. He reminded me of the time I gave him my book, and it sparked a bigger reflection: you can make money short-term without the right intentions, but eventually people see through it.
If you’re transactional, people will keep their distance. But if you’re relational, if you focus on helping people flourish, the trust you build becomes the foundation of everything else.
Balancing Family and Work
I asked Jay how he balances his business with being a husband and father. He was honest: “I’m not great at it right now.” Summers are packed with travel and announcing, but he and his wife have built intentional days off between rodeos to spend time with their two boys. By year’s end, he’ll have called 25 rodeos. It’s a lot—but he’s learning, adjusting, and keeping family in focus.
Advice for Entrepreneurs
I asked Jay what advice he’d give a young entrepreneur over coffee. Here’s what he shared:
- Make people and problems your passion. Don’t just chase a craft. Solve something that matters.
- Breathe and plow. Some days are for rest, others are for hard work. Know the difference.
- Feed yourself in the morning. For Jay, that means Scripture, worship, or motivational content. Start fueled.
- Never forsake gratitude. Gratitude builds momentum and strengthens community.
Resources That Help
Jay left us with a couple of resources that have helped him personally. He’s been using the Pep Talk app, which features stories from overcomers, and he listens to music that speaks life. “We discount ourselves if we just listen to anything,” he said. “Good words and good music matter.”
Connect With Jay
If you’d like to connect with Jay, he makes it simple. Visit PioneerRodeo.com or call him directly at 719-237-3505. As he put it, he never shies away from shaking a hand or grabbing coffee.
Writing this now, I can still hear Jay’s words echoing: “If you’re not doing it for the sake of people, you might as well jump off now.” That’s not just rodeo wisdom. It’s business, it’s life, and it’s the kind of reminder we all need to hear.
AND MORE TOPICS COVERED IN THE FULL INTERVIEW!!! You can check that out and subscribe to YouTube.
If you want to know more about Jay Dial, you may reach out to him at:
- Website: https://www.pioneerrodeo.com/
- LinkedIn: https://www.linkedin.com/in/jay-dial-b3b243132
- Phone: 719-237-3505
Connect with Chris Seegers:
- Website: https://exceptionalcos.com/
- Email: Ch***@************OS.com
Other Resources:
- Books: Selling Main Street by Chris Seegers
