Lance Avery Morgan
As the CEO of the Austin Gamblers Professional Bull Rider team, JJ Gottsch is in the saddle to steer the success of the international sport that is taking the world by storm. The Ride television series on Amazon Prime focused on the team, and in the high-stakes world of professional bull riding, the leader stands out not just for taming wild beasts but for guiding the team to unparalleled success.
Transitioning his talents from the world of professional baseball management, he and his team are leading the charge in the popular new arena sport. In fact, the dynamic CEO has taken the reins and transformed the team into a powerhouse. With a blend of business acumen and a fearless spirit, Gottsch is riding high these days, proving that in both the boardroom and the bullring, true grit and vision can conquer any challenge. Join our Lance Avery Morgan, his decades-long friend, as we delve into the riveting journey of a leader who is not only managing a team but also revolutionizing the growth of a sport.
Three qualities that got me where I am today are…
JJ Gottsch: 1. Hard Work. Throughout my entire life, I’ve been surrounded by people with incredible work ethics. People that were not entitled, didn’t make excuses and earned everything they received.
2. Tenacity. If I really wanted something, I didn’t simply take no for an answer. I always looked to find another way for someone to say yes.
3. Never Being Satisfied. Even when I’ve had success, I know that I can always do better and that I can always make improvements. I’d like to be a better husband, a better father, a better son, a better friend, a better boss, a better employee…and it’s always a work in progress to be better at all those things.
Easiest career decision I ever made is…
JJ Gottsch: To come and work for my friends, the (Nolan) Ryan family to start what would become the Round Rock Express.
I made my first dollar by…
JJ Gottsch: Cleaning the bathrooms and the game room at my parent’s bowling alley
Last thing I binge/marathon watched was…
JJ Gottsch: Righteous Gemstones.
First music I bought…
JJ Gottsch: Depeche Mode CD.
Book that left a lasting impression on me…
JJ Gottsch: As a youth, The Outsiders. As an adult, Empire of the Summer Moon.
On that note, my favorite fictional character is…
JJ Gottsch: Vito Corleone.
My real life hero has got to be…
JJ Gottsch: Teddy Roosevelt. And, if I could be any bull from my rodeo lineup for a day, I would choose Cool Whip because…no one would ride me (he’s got a PBR record 43-straight buck-offs).
The most unexpected or amusing request I’ve received from a rider or fan is…
JJ Gottsch: One of our riders asked me to put $40,000 cash into the safe in my room in Las Vegas. He won it playing blackjack and didn’t want to spend it or lose it playing again.
The craziest superstition I’ve witnessed among our riders or staff is…
JJ Gottsch: Unlike baseball players, bull riders are generally not superstitious.
If I were to create a new event or challenge within bull riding, it would be…
JJ Gottsch: A million-dollar ride once a weekend.
To me, what separates a great bull rider from an exceptional one is…
JJ Gottsch: The ability to focus. You’re strapped to a 2,000 lb. animal, inside a steel cage (chute), and the bull’s sole job is to eject you. And even if you stay on 8 seconds, the ride and its ultimate danger are not over. Add to this you’re doing it in front of thousands of people with loud music, pyrotechnics, and smoke, etc.
A hilarious mishap during an event setup that I can share is…
JJ Gottsch: A bull rider got bucked off, and as he was flying through the air the bull’s horn caught the front of his jeans and ripped them at the groin area. As the rider got to his feet he ran to the stage in the center of the arena for safety. Protected under that stage is one of the cameramen who gives arena arena-level shots of the rides, and as the rider was running towards him he got a close-up view of the riders ripped pants and all his male glory, since he was not wearing anything under his jeans.
If I could ride one of our toughest bulls myself, it would be, and I think I’d last the 8 seconds because…
JJ Gottsch: I know for certain that I could not ride any PBR-level bull. I’m too old and weigh too much, and even when I was younger and lighter, I don’t think I would have had the focus or balance to stay on one of these premiere animal athletes.
The funniest or most creative bull name I’ve come across in your career is…
JJ Gottsch: Bulldozer…it’s the name of my daughter’s bull.
If I could swap roles with any rider for a day, I would choose…
JJ Gottsch: Our assistant coach and three-time PBR World Champion, Adriano Moraes. Because his ranch in Brazil is one of the most beautiful and peaceful places I’ve been to.
We keep the energy and excitement alive during events, especially for those watching from home, because…
JJ Gottsch: While watching events live in the arena is always the best experience (the smoke, the fire, the pyrotechnics, the music, and obviously, the bulls), the TV production team does a great job of translating that energy to those watching at home.
The most common misconception about bull riding that I encounter is…
JJ Gottsch: Animal welfare, and specifically, people thinking there is a rope tied around the bull’s testicles. First, these bulls are treated better than most people’s pets, and if I thought these
animals were being mistreated; I wouldn’t have gotten into the business. And, to the testicle question, I can tell you as someone who has a pair of them, I would not be able to run or jump if there was a rope tied around them. The rope in back is actually called a flank strap and goes around the flank – the loose skin between the back legs and the body of the bull.
If I were to describe the atmosphere of your rodeo events using a movie title, it would be…
JJ Gottsch: Double Jeopardy because even if a rider is successful in staying on the bull for the required 8 seconds, then he still has to get off the bull safely and then he has to get out of the arena safely.
If it were a TV show…
JJ Gottsch: 8 is Enough.
We balance the safety of riders and animals while maintaining the excitement of the sport by…
JJ Gottsch: Several safety measures have been implemented for riders over the last 30 years including riding vests (mandatory), helmets (mandatory for any rider born after 1994), better-trained bullfighters, and safety men inside the arena. There are several animal safety measures as well, from a chute clock to limit the amount of time the bull is in the chute, to limiting the number of times a bull can perform over a weekend.
If I could organize a celebrity bull riding match with any famous figures, I would choose…
JJ Gottsch: Matthew McConaughey to participate because, well, we’re in Austin, and you pretty much need to have him involved. Plus, he had a movie role where he played a bull rider, and I think he would take it seriously. Then, Simone Biles. I think of any professional sport, and I think females could have a chance to be successful at the same level, and when you think about the size and skills needed to be a bull rider, I think gymnasts have many of the same qualities.
I see the future of bull riding evolving, both in terms of competition format and audience engagement because…
JJ Gottsch: With the evolution and success of the newly developed team format, it has created a completely different way to look at the sport of bull riding and Western sports in general. The next step I see in the evolution of bull riding is sports betting. The West is having a moment right now, and while some of that is due to Taylor Sheridan (Yellowstone, 1883, 1923, etc.), I also think COVID-19 injected an interest in more rural options for living and working, generating a greater interest into music, fashion, etc.
Advice I would give to someone aspiring to become a professional bull rider, in a nutshell, is…
JJ Gottsch: Beside the physical characteristics needed, you need to have incredible focus and great confidence. If you don’t have both of these attributes, don’t try it. And, this is not a sport you can fake it focus and confidence, because the bull will expose you.
If I could invite any historical figure, alive or dead, to attend one of our events, it would it be…
JJ Gottsch: Nolan Ryan. I know how much he enjoys Western sports, and I’d love for him to see what I’m doing now.
If I could compete in an Olympic sport, it would be…
JJ Gottsch: Track & Field, and its sprinting events. They always were the most memorable to me as a kid growing up, and since I’m not fast, it would be great to know what that feels like.
If I weren’t doing what I do I would…
JJ Gottsch: I’m sure I’d be involved in sports and entertainment in some capacity.
If I had a superpower, I’d want it to be…
JJ Gottsch: To be able to fly. I always had a dream as a kid that I could fly.
A simple way to get people to laugh is easy. Just…
JJ Gottsch: Make fun of yourself.
I phrase I might overuse would be…
JJ Gottsch: Here’s the deal.
My motto? Easy. It is…
JJ Gottsch: Work harder.
My favorite beverage these days is…
JJ Gottsch: Any good Blanco tequila.
My perfect day would end…
JJ Gottsch: With the Gamblers winning a championship with my wife and daughter by my side.
On my tombstone, it will likely say…
JJ Gottsch: Someone Else’s Problem Now.
