Genuine Billy Cook is back at the pinnacle of the Western industry. In this exclusive interview, owner Adam Trenk shares the incredible story of rebuilding after a devastating 2024 tornado, launching a new apparel line, and reclaiming the gold standard of craftsmanship.

We discuss many interesting topics, including:

The History & Acquisition of Genuine Billy CookSurviving COVID & Supply Chain ChallengesThe 2024 Sulphur, OK Tornado: Destroyed to RebuiltProduct Tiering in the Modern Saddle IndustryDesigning with Pros: How Elite Rodeo Athletes Shape Our SaddlesOfficial Saddle of the PRCA, Wrangler NFR, & CINCH PlayoffsEXCLUSIVE: The Arabian Horse Association Partnership RevealLaunching the New Apparel Line at Cowboy Christmas 2026 (Las Vegas)The Sulphur Stampede Festival & Rodeo (May 2027)

When a devastating tornado ripped through Sulphur, Oklahoma in 2024, it completely leveled the Genuine Billy Cook manufacturing facility. Many thought the iconic saddle brand was gone for good. Instead, Adam Trenk and his team engineered one of the greatest comebacks in Western sports history.

In this episode, we sit down with Adam to discuss the grit it took to rebuild from the ground up, how they maintain top-of-the-line craftsmanship, and why the world’s elite rodeo athletes trust their leather.

We dig deep into their historic sweep of the rodeo world, where Genuine Billy Cook was named the Official Saddle of the PRCA, the Wrangler National Finals Rodeo (NFR), the NFR Open, and the CINCH Playoffs. Plus, Adam breaks exclusive news on the show, announcing their brand-new deal as the Official Western Saddle of the Arabian Horse Association!

If you are heading to Las Vegas for the Wrangler NFR this December 3-12, 2026, make sure to check out the debut of their highly anticipated new apparel line at Cowboy Christmas! And don't miss out on their annual festival, The Sulphur Stampede, happening May 6-9, 2027, in Sulphur, OK.

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