The rodeo has thrilled countless folks for generations; but in 1992, twenty accomplished bull-riding athletes each took a big risk—and a thousand dollars—and formed The Professional Bull Riders, Inc., more commonly known as the PBR. “It was a big risk, and we were told it would never survive,” says Cody Custer, the 1992 Professional Rodeo Cowboy Association (PRCA) World Champion and one of the twenty founders. “Well, they were wrong.”

Indeed they were. Fifteen years later, the PBR has turned bull riding into a well-organized mainstream ultracompetitive sport chock full of thrills, fans, and dedicated cowboys. A pair of Wranglers and some worn-out chaps often are all that separate a bull rider from his “opponent,” and a thick, smooth rope is a rider’s only aid in staying on. Eight seconds does not seem long, but when strapped to the back of a 2,000-pound wild animal by just one hand, it is an eternity. A computer decides which riders and which bulls will face each other. One hundred points are possible—if you last the full eight seconds—but only half the points are determined by the rider, who is judged by his ability to match the moves of the bull and maintain a good body position throughout the ride. The other fifty points, as described on the official PBR Web site, depend on the bull’s “speed, power, drop in the front end, kick in the back end, directions changed, and body rolls.” Time starts when the first part of the bull exits the bucking chute, and ends when the rider loses his rope or hits the ground—on his most padded body part, it is hoped. Then, the judging begins.

And who best to judge but those who best know the sport? The PBR Board of Directors selects a pool of about sixty judges based on an expansive list of strict qualifications. Custer, director of the judging program, is personally responsible for hiring and training these judges, and does some judging himself. Three to four judges officiate at each event, and may make decisions about infractions, or rerides if the bull’s performance is substandard.

As you can see, this dangerous sport “ain’t no bull,” but if there ain’t no bull, there ain’t no sport. This is what makes stock contractors so valuable. Contrary to popular belief, not every bull is born with an inherent hatred for humans and a propensity for bucking. The search for good bucking bulls has led to the conclusion that bucking is, in fact, a hereditary quality. For this reason and others, the price for one of these animals ranges from $5,000 all the way to $100,000. Flank straps are cinched around their flanks—not too tightly—and spurs with rounded edges are used to enhance the bucking. Even with all the trappings, the true measure of a bull’s PBR worth is its natural bucking abilities. And for all the animal lovers out there concerned for the welfare of these animal athletes, worry no more. The bulls are well fed, watered, sheltered, acclimated to their surroundings, and pampered. And because the average career length for a bull is five years, the bulls spend the majority of their lives with lasting glory. and nothing more to do than smell the roses and possibly eat them.

The riders, bulls, judges, shareholders, and stock contractors are all vital components of the PBR, but we must not forget another group beside the fans whose presence at competitions is mandatory. You may know them as rodeo clowns, but they are now most fittingly referred to as cowboy lifesavers or cowboy protectors.

“That’s their primary job,” says Custer. “They are there to protect the cowboy at all costs.” Custer describes the lifesavers’ job as daring and dangerous, but necessary for the safety of the bull riders. The bulls don’t stop competing simply because their rider has dismounted, either willingly or forcefully.

The danger of bull riding is evident in its very nature, and the PBR Web site specifies these dangers in its injury statuses section. Shoulder and knee injuries are the most common ones, Custer says. But more severe injuries are not uncommon, and badly hurt bull riders sometimes go through extensive surgeries and rehab. Death itself is a tragic but occasional risk. However, certain measures are taken to ensure the cowboys are as safe as possible, from protective vests made of bulletproof material to the fashionable cowboy hat, which helps protect the head. Some victims of serious head and facial injuries opt to wear helmets or face masks, but many choose to forego the extra protection in favor of unrestricted vision and unhindered balance. Similarly, not a single bull rider wears an athletic cup; they’re too uncomfortable.

If the sport is so dangerous, why do it? Cody Custer, who rode professionally for an impressive twenty-two years, cannot remember a time he did not want to be a bull rider. “For as long as I can remember, rodeo has been a part of my life,” he says. Since his grandfather first set his boots in the rodeo ring, the sport has been a part of his family. Custer says that most rookies try it for the thrill, but the few who remain to continue are the ones who have talent and true love of the sport. Though the pay steadily increases with the popularity of the sport, the money is considerably less than most other mainstream sports. And unlike many sports, if you don’t win, you don’t get paid. Therefore, these cowboys are true examples of athletes who play “for the love of the game.” Despite multiple injuries including dislocated shoulders, knee injuries, a loose ankle tendon, and a broken jaw, Custer qualified for the National Finals Rodeo eight times in addition to his 1992 win, and qualified for the PBR World Finals nine times. Pain is a formidable obstacle, but as Custer has proven, it can be overcome.

The love for bull riding may provide the motivation for a cowboy to get back on that bull, but for a number of cowboys, God provides the strength. Bull riders often turn a familiar phrase to say that there are no atheists in a bucking chute. Custer himself is cofounder of an organization called Pro Bull Riding Outreach, which began as a simple Bible study for bull riders before each competition and has grown into an outreach tool for Christian bull riders. “My faith is everything to me,” says Custer. “It goes far beyond me being a bull rider.”

Family, friend, and fan support also keep a bull rider in the game. Stacey Custer is Cody’s wife and the mother of their three children. All the Custer kids already compete at junior levels in the rodeo circuit, and so Stacey knows what it takes.

“It’s not easy, but it’s doable,” she says. “You have to be 100 percent committed to what your husband does.” In spite of all the self-reliance and alone time, the sacrifice has paid off for her and Cody.

How does one become a PBR bull rider? Turning 18 is the primary qualification, but attending a reputable bull-riding school should be the first priority, says Custer, who has seen many aspiring cowboys head straight for the practice pen and fail to learn proper riding techniques. Lyle Sankey Rodeo Schools, Bret Leffew Bull Riding Schools, and Lancaster’s Schools are just a few of the facilities available for instruction. Above all, Custer repeats, you must fall in love with the sport.

The Custers, who just relocated to Oklahoma for ministry purposes after twenty-eight years of living in Wickenburg, Arizona, will travel to Las Vegas at the end of October to witness the 2007 PBR World Finals. Some will try to break the record 96.5 PBR high score. Others will simply concentrate on lasting eight seconds. But with the group of forty-five top money winners from all the year’s previous PBR competitions, the eight-round two-weekend event cannot fail to bring a great deal of excitement. It is the final competition in the prestigious Built Ford Tough Series (BFTS), a string of competitions held throughout the United States, Canada, Brazil, Mexico, and Australia. The BFTS is the most prominent of several PBR series, such as the U.S. Smokeless Tobacco Company Challenger Tour, the Enterprise Rent-a-Car Tour, and the Discovery Tour.

Will three-time PBR World Champion Brazilian Adriano Moraes nab the title again this year? Perhaps current 2007 BFTS leader Justin McBride or current top finals qualifier J.B. Mauney will ride his way to a victory. But if bulls like Big Bucks or Dr. Proctor take part in the upcoming showdown, you know it’s going to be a long eight seconds for the final 45—and a magical eight seconds you won’t want to miss.

For more information on the 2007 BFTS World Finals or the PBR in general, visit pbrnow.com.