Cody Lambert: From a Determined Young Cowboy to Co-Founder of the PBR Legacy
When Cody Lambert first climbed onto the back of a bull, he wasn’t thinking about fame — he just wanted to prove that he belonged. Born in 1961 in Artesia, New Mexico, Lambert grew up with rodeo in his blood. His father, Cliff Lambert, was a renowned cowboy who taught him not only how to ride but how to think like a champion. From those dusty arenas of small-town America, Cody learned one lesson early: toughness wasn’t just physical — it was in the mind.
By the 1980s, Lambert had become a fixture in professional rodeo, competing in both saddle bronc and bull riding. Known for his fierce determination and calculated focus, he became one of the most respected athletes on the circuit. But it wasn’t the gold buckles that defined him — it was his vision for the future. In 1992, after years of grueling competition, Lambert joined forces with fellow riders like Ty Murray, Tuff Hedeman, and Jim Sharp to create something unheard of at the time: the Professional Bull Riders (PBR). Their dream was simple but revolutionary — to give bull riders control over their own sport.
The founding members each invested $1,000 to form the organization. What started as a small brotherhood of 20 riders became one of the most successful sports leagues in America. Today, the PBR hosts events in multiple countries and broadcasts to millions of fans, turning bull riding into a global phenomenon.
But Lambert’s legacy goes beyond business. He became the PBR’s livestock director, responsible for ensuring animal welfare and safety standards, while mentoring new generations of riders. After witnessing the tragic death of his close friend Lane Frost in 1989, Lambert also designed the bull riding vest, which would go on to save countless lives. His invention changed the face of rodeo safety forever.
Decades later, Lambert remains a respected voice in the Western world — a man whose grit, intelligence, and loyalty shaped an entire generation. He once said, “I didn’t want to be famous; I wanted the sport to be respected.” And through his dedication, it is.