And Why American Agriculture May Be the Most “Chosen” Calling of All
All across America, something interesting is happening. Western culture is showing up again in fashion, on television, and even in business.
Justin McKee just smiles.
Because where he comes from, it never left.
And he believes this renewed fascination with the cowboy isn’t nostalgia or coincidence. It’s proof that timeless values still work.
Long before leadership books, corporate buzzwords, or sales seminars, the cowboy already lived the blueprint: hard work, integrity, personal responsibility, grit, and doing what you say you’ll do. Not hype. Character. And those same principles still build strong teams, strong businesses, and strong communities today.
Few people live comfortably in both worlds the way McKee does. A full-time rancher, former rodeo contestant, and longtime television host on The Cowboy Channel, he might spend the morning checking cattle or fixing fence and the afternoon speaking to a ballroom full of executives. His boots are dusty. His message is sharp. And his credibility comes from one simple fact. He’s not playing cowboy. He is one.
The Formula
In boardrooms and sales meetings across the country, McKee teaches something he calls the Cowboy Code. It isn’t complicated: show up early, do what you say you’ll do, take responsibility, solve problems, and treat people right. Common sense. But as he likes to say, common sense isn’t common practice anymore.
Modern companies have more tools than ever before, yet many still struggle with something simple: connecting with customers. Because people don’t buy from companies. They buy from people they believe. Believability builds trust. Trust builds relationships. Relationships drive results.
Out on the ranch there’s no spin and no script. Your word is your reputation. That authenticity creates instant credibility. McKee shows teams how to bring that same mindset into business. How to lead with integrity, communicate clearly, and build real connections that strengthen loyalty and grow sales. It isn’t motivation. It’s a formula. And it works.
The Chosen
But no matter how many corporate stages he steps onto, McKee’s message always circles back home. Back to agriculture.
Because while the rest of the country is rediscovering cowboy values, farmers and ranchers have been quietly living them all along.
Most people in agriculture don’t wake up thinking about purpose or legacy. They wake up thinking about the weather, broken equipment, and getting the job done. Long hours. Thin margins. Endless responsibility. And yet they keep showing up. Before daylight. After dark. Not because it’s easy. Because it’s who they are.
As Red Steagall once said, “Every once in a while you’ll need a banker. Sometimes you’ll need a lawyer. But every day, 365 days a year, every single person will need a farmer or a rancher.”
Agriculture doesn’t just add value. It sustains life.
McKee believes that’s more than an occupation. It’s identity. Farmers and ranchers aren’t just producers. They’re stewards, providers, caretakers of the land. People trusted with feeding families and clothing the world. In his words, they weren’t placed there by accident. They were chosen.
Whether he’s speaking to a corporate sales team or a room full of ranchers at a cattlemen’s banquet, McKee delivers the same core message: integrity still works, responsibility still works, authenticity still works.
Maybe that’s why Western culture keeps coming back. Maybe people are simply searching for something real again.
For Justin McKee, the answer is simple. The cowboy craze isn’t a fad. It’s a formula. And for the people of American agriculture, it might just be proof they were chosen all along.
What the 2026 Clinics Look Like
Dates are locked in, and spots are limited. Here’s where you (or your gift-recipient) can show up and step into something bigger:
March 15-17, 2026, at the Fort Worth Stockyards
April 26-28, 2026, at the Fort Worth Stockyards
At the clinic you’ll get:
- Three full days of immersive coaching consisting of foundations, live simulations, and career strategy
- Real-time mic time: live event segments, on-camera duties, hot-seat feedback loops
- Personalized career branding: you’re not just announcing, you’re building who you are and how you show up
- Connection with a community of storytellers, aspiring announcers, Western sports professionals, and people ready to step into the spotlight
The Gift That Keeps on Giving
Think about it: what’s one present that actually launches someone into something new, an opportunity, a fresh chapter, a bigger voice?
- It’s not just a class, it’s a career-accelerator.
- It’s not just a weekend, it’s a pivot.
- It’s not just encouragement, it’s empowerment.
Imagine telling someone:
“This year, I believe in your voice. I believe in your story. I believe you can step into that mic and command your platform.”
Real Talk: Who It’s For
- The aspiring announcer who’s been itching for their shot behind the mic.
- The rodeo athlete, livestock professional or Western-lifestyle creator who wants to step into broadcasts and live events.
- The person who’s ready to turn their personality, their story, their presence into something that connects, whether it’s local, regional, or national.
- And yes: even the beginner who thinks, “That sounds awesome, but where do I start?” We start here.
A Few Truths I’ll Tell You Straight
- Authenticity wins. I’ll push you to find your voice, not someone else’s. “Being the best version of yourself and being confident in who you are” is what sells.
- The “hot seat” is where the magic happens. You’ll be put into a live simulation audience, cameras, live timing and you’ll come out stronger.
- Story matters. More than the camera, more than the mic, what you say and how you say it is what captures hearts and minds.
- You’ll walk out changed. Not just a more polished presenter but someone who sees themselves differently, stepped into their platform differently.
Head over to www.justinmckeenow.com and register your hero or yourself for the 2026 sessions. Spots fill fast and this is not just first-come, it’s first-prepared.
Last Updated on 02/12/2026 by Aaron Kuhl
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