As founder of World’s Toughest Rodeo, Gander transformed rodeo into a national brand. He brought the cowboy way of life into major arenas, from Chicago to New York City, showcasing the grit, glory, and spectacle of the American West. "World’s Toughest Rodeo" is more than a memoir—it’s the story of an entrepreneur whose instinct for business, branding, and entertainment created a legacy. Gander’s ride proves that vision, persistence, and cowboy spirit can build an empire.