Ep. 180 | Rebuilding the Iconic Brand with Genuine Billy Cook CEO Adam Trenk

In Today’s Episode:

What does it take to bring an iconic western brand back to life, especially when everything seems to be working against you?

In this episode of Leaders of the West, Adam Trenk joins Jessie Jarvis to share how he is rebuilding the legendary brand. Adam is an attorney, entrepreneur, lifelong horseman, and owner and CEO of Genuine Billy Cook Saddles.

Restoring Genuine Billy Cook Saddles

Adam’s connection to Billy Cook began during childhood with a saddle his grandfather purchased for his father in 1976. Years later, following Billy Cook’s death, Adam learned the company was struggling and preparing to close.

He purchased the business in 2019 and committed to retaining its employees. He also set out to restore the quality and craftsmanship behind the Billy Cook name. That meant slowing production, improving materials, changing designs, and moving away from a business model focused on volume over quality.

Rebuilding After the Sulphur Tornado

Just as the company became profitable, a devastating tornado destroyed the entire Genuine Billy Cook factory and much of downtown Sulphur, Oklahoma, in 2024.

Adam shares why he chose to rebuild, how he kept his employees working, and how that commitment grew into a larger effort to help revitalize the Sulphur community. That effort now includes the Sulphur Stampede, an annual rodeo and concert created to bring people and economic activity back to the area.

Growing an Iconic Western Brand

Adam also discusses Genuine Billy Cook’s partnership with the NFR, the company’s expansion into western lifestyle products, and what it means to build saddles for some of the best competitors in rodeo.

His story is a reminder that rebuilding does not always mean returning to what existed before. Sometimes it requires changing course, protecting what matters, and continuing forward when the path becomes difficult.

Whether you are rebuilding a business, protecting a legacy, or facing an obstacle you did not expect, this conversation offers an honest look at what perseverance requires.

Connect with Adam:

• Visit the Genuine Billy Cook Saddles website
• Follow on Instagram @genuinebillycook

Resources & Links:

• Sulphur Stampede
• Join The Directory Of The West
• Get our FREE resource for Writing a Strong Job Description 
• Get our FREE resource for Making the Most of Your Internship
• Get our FREE resource: 10 Resume Mistakes (and how to fix them)
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• Subscribe to Of The West’s ⁠Newsletters
• List your jobs on ⁠Of The West

Connect with Jessie:

• Follow on Instagram @ofthewest.co and @mrsjjarv
• Follow on Facebook @jobsofthewest
• Check out the Of The West website

More About Jessie

Jessie was born and raised on her family’s cattle ranch in Southern Idaho, which at an early age, instilled in her the importance of a strong work ethic, and a deep appreciation for the American West.

In addition to her lifelong involvement raising cattle, Jessie has had over a decade’s worth of experience in print and digital media, both writing for and producing various agriculture and western fashion publications, as well as freelancing in ag and western communications.

As someone who has been on all sides of the spectrum—as a job seeker, a business owner, someone looking for various service providers, and as a freelancer—Jessie deeply understands the obstacles one must navigate when job hunting or looking to hire for employment or project purposes in the west.

Jessie’s proudest accomplishment(s) in life is that of her family—her husband Justin, her son, Jhett, and baby girl, Jaxyn.

More About Leaders Of The West

Leaders Of The West is a podcast for innovators and change-makers in the ag and western industries. Hosted by Jessie Jarvis, the Founder of Of The West, our mission with Leaders Of The West is to foster a community of pioneers, innovators, and leaders who want to be at the forefront of what’s next. 

Whether it’s a guest episode where we’re digging into the blueprints behind our favorite industry businesses, discussing the innovation and strategies that have allowed family farming and ranching operations to continue on for another generation, to episodes with honest conversations from entrepreneurs who have risked it all on their dreams, or leaders detailing how to create a company culture so strong that you couldn’t pay your employees to leave. 

These conversations are meant to encourage the leaders of today and inspire the next generation of trailblazers. 

In addition to bringing in guests, you’ll also find some solo episodes, where Jessie shares the lessons she’s learned throughout her journey as a rancher, entrepreneur, wife, and mother. 

Whether you’re a farmer, a rancher, an equine lover, someone headed up the leadership ladder, an ag business owner, a western sports athlete, an entrepreneur, or someone who just loves the western way of life—this is the place for you.

You’ll find new episodes every week. Don’t forget to subscribe, so you never miss a show!