Denny Gentry paid out $2 million at the inaugural Riata Buckle in 2022, and in 2023, he has plans to pay out half-a-million more. But the money at the roping is only part of the event's impact—the Riata Buckle is raising horse prices and funneling more money into the rope horse business than ever before. In this episode, Gentry reviews what he's learned about the horse industry and talks through the new Proxy and Riata Buckle Bonus Earnings Program.

More information on the Riata Buckle.

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