FORT WORTH, Texas - Over 30 years ago, an idea was presented to the Justin Boot Company that would support the rodeo contestants, enhance their athleticism and give back to a very loyal group of boot-buying customers.
Starting out with 10 rodeos sanctioned by the Professional Rodeo Cowboys Association (PRCA) a program was developed to provide medical support to rodeo contestants at the arenas where they were competing. The Justin Sportsmedicine Team (JST) now provides thousands of treatments at nearly 150 rodeos across the United States. In 2011, they provided over 6,000 treatments and saw more than 600 new injuries.
The longevity of the program is a testament to their success and the dedication of the company to see the best possible medical care is available to rodeo athletes. The program, funded by Justin Boots, provides a network of selected doctors, athletic trainers, therapists, hospitals and clinics giving comprehensive care to contestants valued at $2.5 million.
In 2010 mobile medical units were upgraded to new 40-foot trailers that include x-ray viewing capabilities, electric stimulation machines, ultrasound units, treatment tables, cabinets stocked full of tape, braces and other medical supplies. It offers the capability to treat minor traumas and ongoing nagging injuries typically seen in the rodeo arena.
Additionally, they added customized injury-reporting software. This allows for exchange of information regarding treatments as well as accurate documentation of injuries and treatment protocols. Rodeo contestants have grueling travel schedules and are rarely in one place for more than one night. Utilizing the internet and the software, a doctor or clinician treating an athlete will know exactly what previous JST doctor's evaluations of an injury were.
Dr. Tandy Freeman, medical director for the program is a key member of the software development team and is looking forward to how it will help in the care of contestants in the future.
“By nature of the sport of rodeo, we know contestants are going to get hurt. The types and severity of injuries has been documented in the past, but now we have it in a central gathering place,” Freeman said. “This not only helps us as a whole, it also allows us to provide the best possible care to the individual contestants.”
All of this technology was used at the 2011 Wrangler National Finals Rodeo (NFR) where a total of 453 treatments were administered through the 10 days of coverage. The busiest night was round seven with 41 of the 119 athletes receiving 52 treatments.
At the NFR, like many indoor rodeos, the team works in a training room near the arena floor. Full x-ray capabilities, chiropractic care and general medical care for illnesses were provided. Cody DeMoss, a saddle bronc rider from Heflin, La., was one of the contestants that benefitted most from the on-site care when he got bucked off and stepped on.
In many cases, DeMoss would have had to go to the local emergency room for diagnosis, a process which can be costly and time consuming. He had X-rays and received treatment on-site. With local doctors involved and familiar faces from the Sportsmedicine team, there is a confidence in medical care in a sport where injuries are going to happen.
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“The Justin Sportsmedicine Team understands rodeo,” Demoss said. “They know that if we don't compete, we don't get paid. They know the nature of cowboys and how determined and competitive we are. I have a lot of respect for all of them and when they tell me what I should do, I'm going to do it.”
All of this is a huge comfort to the competitor's families as well. Bareback rider Royce Ford, from Briggsdale, Colo., sustained a concussion at the NFR and was evaluated immediately. JST staff then spent time with Ford's wife Katie, giving her instructions for his care.
“Tandy (Dr. Freeman) and his staff were there right away. They sent someone up to the stands to let me know that he was okay,” she said. “I'd rather have him be in the rodeo arena and get hurt than to have him in a car accident. When he is in the arena, I know what kind of care he is going to get. The whole team is a huge blessing to all of us involved in rodeo. They are our angels.”
In 2012, the team will again be providing medical services at rodeos. Additionally, they are continuing their quest to educate contestants and provide information on injury prevention. Their website, http://www.justinsportsmedicine.com contains a first-aid section with basic information on injuries, taping, stretching and general health. It is becoming a great resource for high school and college rodeo athletes who are advancing in their career and hoping to join the PRCA.
“We've seen a change in the athleticism of rodeo athletes through the program,” said Mike Rich, executive director for the program. “Rodeo cowboys have always been athletes, but they haven't always treated themselves like athletes. That mindset is changing. I believe the Justin Sportsmedicine program has helped. We do know the program is filling a vital need. Every time we see someone who was injured returning to competition that we've been able to help, that's rewarding.”
About Justin Sportsmedicine Team
The first mobile professional sports medicine vehicle in North America, the Justin Sportsmedicine Team (JST) is the Official Healthcare Provider to the PRCA. For 29 years it has provided on-site, state-of-the-art medical treatment to injured rodeo competitors at no charge. With more than 125 medical doctors and 475 physical therapists, athletic trainers and massage therapists, the JST network provides treatment at 125 PRCA sanctioned rodeos. http://www.justinsportsmedicine.com
About Justin Cowboy Crisis Fund
The Justin Cowboy Crisis Fund is a charitable organization designed to provide financial aid to professional rodeo athletes and their families in the event of catastrophic injury. Unique among today's numerous charitable organizations, the Justin Cowboy Crisis Fund (JCCF) stands above the rest by dedicating 100 percent of all contributions received for disbursement to eligible applicants. For more on the JCCF, visit http://www.prorodeo.com .
About Justin Boots¨
Justin Brands, Inc., a recognized leader in Western footwear, is a Berkshire-Hathaway corporation (NYSE: BRKa) and its divisions include Justin Boot Company, Tony Lama Company, Nocona Boot Company, Chippewa Boot Company and Justin Original Workboots. http://www.justinboots.com .
