#105 Why Losing the Cowboy Code Is Hurting Modern Business Ethics with Bob Feist

In this episode of Always Be Testing, host Tye DeGrange sits down with Bob Feist — known as the Godfather of Team Roping — a legendary cowboy, entrepreneur, and rodeo announcer. A Cowboy Hall of Fame inductee and PRCA Pioneer Award winner, Bob is also the founder of Ropers Sports News, the first-ever newspaper dedicated to team roping, and the creator of The Bob Feist Invitational (BFI), the richest one-day open team roping event in the world.

In this inspiring conversation, Bob and Tye explore the Cowboy Code — a timeless set of values centered on courage, integrity, and doing what’s right — and how these principles apply to today’s business and marketing world. Bob shares stories and lessons from decades of entrepreneurship, from building a publication out of nothing to growing one of the most prestigious events in rodeo history.

They dive into how the Cowboy Code influences leadership, business ethics, and branding, as well as the importance of trust, humility, and staying true to your brand identity. Bob also discusses key entrepreneurial lessons on starting small, adapting to change, and rewarding loyalty, offering timeless wisdom on integrity, perseverance, and leading with purpose.