If you’re a rodeo fan like me, then odds are you’ve watched The Cowboy Channel and have seen Justin McKee in front of the camera. He has become a standout figure in the rodeo world, whether he’s announcing at major events or sharing his expertise on television. I had the honor of chatting with McKee to talk about his career in Western sports media, his new broadcasting clinic, and what’s next.
Get to know Justin
Growing up as a ranch kid immersed in the livestock auction business ignited Justin McKee’s passion for storytelling in the western industry. He has since turned that passion into a career, where he is one of the most recognizable figures in western sports media. Beyond his on-screen presence, McKee is also dedicated to mentoring the next generation of broadcasters and western professionals through his clinics, where he shares his wealth of knowledge and advice with participants.
“I was completely fascinated by the auctioneer and the power that he had with that microphone. From the time I was four years old, I wanted to be an auctioneer, and also a rodeo star. One day, it dawned on me that I could be behind the microphone and still be involved with rodeo, which I enjoyed more than the auction business. I kept a hold of the microphone and I went to announce college rodeos and started climbing the ladder.”
Justin McKee
Climbing the ladder
That ladder included mentorship from legendary rodeo announcer Bob Tallman after attending one of his clinics in 1991. With Tallman’s guidance, McKee transitioned to professional rodeos and was later invited by Tuff Hedeman to announce at the PBR. He went on to announce seven PBR World Finals and host their TV show for ten years.
“Randy Bernard, CEO of PBR and the originator of the American Rodeo, moved me to TV, which opened other opportunities, including hosting The American Rodeo for six years. I also did several broadcasts with RFD-TV, and when Patrick Gottsch started The Cowboy Channel in 2019, I joined full-time.”
Justin McKee
Broadcasting clinics
After years of preparation, McKee launched his own broadcasting clinic last February. Over the course of three days, students get hands-on experience in real-life situations surrounded by their peers.
“I put them in live simulations and try to recreate a television experience you would have as a host for Western Sports Round-Up,” he explains. “It moves very fast, and you have to be a great storyteller. You have to watch the monitor, you have to know where you’re at on your notes, you have to be tuned in to your audience, and you have 14 peers that are watching you. I’m there talking to them during these situations – it makes for a very hot seat, but that’s where you learn.
“I spent a lot of time asking, “Why do we say the things we do and how could we say them better and more unique?” I also want people to know that authenticity sells – being the best version of themselves and being confident in who they are,” he continues. “If I can get somebody to believe that they were created so unique and so gifted, and if I can convince them that they have the ability to change their world around them by being a great storyteller, they’ll have the confidence and the tools to bring people in to their world where they can see that they’re genuine and very unique and believable because, at the end of the day, the most successful people are genuine and believable.”
Storytelling
In his clinics, McKee works with a wide range of participants, from passionate rodeo enthusiasts to professionals looking to enhance their skills, all while emphasizing the power of storytelling in sales and communication.
“I have a diverse group in my clinic, from a 14-year-old girl passionate about rodeo to retired individuals looking to deepen their enjoyment of the sport,” he says. “At my last clinic, I had the World Champion Livestock Auctioneer who was there to improve his sales skills. Many auctioneers and real estate professionals also attend because salesmanship is all about storytelling. In TV, being able to tell concise, colorful stories is key, and that’s a big focus of my clinic. You’ll learn that words matter – where you place them can make all the difference in whether you make the sale or not.”
The power of vision
Looking to the future, McKee sets his sights on expanding to one day seminars for students across the country as he travels to rodeos throughout the year.
“I’m calling it the “True Potential Clinic.” While I travel around the country for rodeos, I’ll host these seminars along the way. I’ll talk about purpose, identity, confidence, salesmanship, and success, but with a cowboy twist,” he explains. “My approach uses colorful, real-life examples from ranching and rodeo that will stick with you long after the seminar. This isn’t just another lecture; I’ll get you right in the saddle while also sharing valuable lessons you can apply to your life or career. The power of vision in our learning is the most important yet the most underutilized asset we have in teaching. Everybody knows that a picture is worth a thousand words, but a moving picture is worth a million words because it will go into a deeper part of your memory.”
“I’ve known Justin for over 30 years. I was there at the start of his career, and watching him grow and truly master his craft has been nothing short of amazing.”
Patrick O’Donnell
CEO & Founder
Cowboy Lifestyle Network
How to attend
Looking to attend one of Justin’s clinics? Visit JustinMcKeeNow.com to get signed up!
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