If you sit in the grandstands, it’s easy to get caught up in the romance of the 8-second highlight reel. The lights, the dirt, the hats, the heritage. From the bleachers, it’s a show put on by cowboys and cowgirls.

But when you step behind the chutes, the romance fades, and the reality hits you.

I know people will claim different parts of this province as "Cowboy Country," but to me, Central Alberta is the true heart of it. That was never more evident than this past weekend. Between the inaugural Red Deer Pro Rodeo and the Clive Bullarama, one thing became absolutely clear: Central Alberta is constantly producing homegrown superstars.

Getting to step behind the scenes and talk to these people changes your perspective entirely. The terms "cowboy" and "cowgirl" are steeped in incredible heritage, but honestly? Watching them physically prepare, tape their joints, stretch in the dirt, meditate, and pray before a ride—those words just don’t seem like enough anymore.

These are athletes.

These are elite competitors who have devoted their lives to a sport where they put everything on the line. Yes, the payout is there when they have a good out. But if they get bucked off or have a bad run, they go home with nothing. It is a hard, unforgiving day at the office.

You look at other major sports—like the NHL, for example—and they have established player assistance programs. If an athlete is struggling with mental health issues, substance abuse, or intrusive thoughts, they can enter a program quietly, away from the media, and get the help they need. I don't see those same massive safety nets built into the rodeo world right now.

That is the space EMIAC Studio wants to occupy.

If I can build trust behind the chutes, I want these athletes to know that there is a safe space right there in the dirt. If they are struggling with the heavy mental toll of this lifestyle, I will gladly put the camera away. We can find a quiet place, just talk as human beings, and I can help connect them with the right resources or therapists. That advocacy is the absolute heart of our business.

But this weekend was also about celebrating the sheer volume of that local grit. Red Deer did its job supporting Central Alberta, and Central Alberta showed up for Red Deer. The absolute highlight for me was seeing the young athletes from right here in Red Deer County stepping into the pro arena.

Watching guys like Brett Marshall in the bulldogging, seeing the Shukburg siblings competing in their individual events, and watching the incredible caliber of local stock contractors—like Big O Contracting—was a massive testament to our community.

This is exactly why getting carded with the CPRA and securing behind-the-scenes access is the ultimate goal for the Grit & Grace docuseries. I want to follow these young athletes—kids I’ve been able to watch grow up in 4-H and the show cattle world—as they make their long run to the CFR and NFR.

Whether they are the riders getting on the livestock, or the bullfighters stepping into absolute chaos to protect them, the amount of time, energy, and physical sacrifice they put into their craft is staggering. Every taped wrist and battered piece of gear is a perfectly imperfect record of what it takes to nod your head.

Those are the stories that need to be documented. It’s just about finding the right people who want to sit down and talk about it, and building a community that is ready to read it.

🧸 #EveryMomentIsAChoiceStudio #EmiacStudio #GritAndGrace #PerfectlyImperfect #MentalHealthMatters #HealingThroughCreativity #ComfortCore #BRC #CPRA #FCA #LRA #WRA