Legendary South Dakota rodeo family reflects on their wild rides

Key Takeaways:

• Multi-generational Rodeo Legacy: The Cowan family’s involvement in rodeo spans multiple generations.
• Founders of South Dakota Rodeo Associations: They helped establish the South Dakota Rodeo Association and the 4-H Rodeo.
• Family Achievements in Rodeo: Both Willie and his son Shane won state high school bronc riding titles.
• Promotion of Youth Engagement: Their efforts have nurtured young rodeo talent through the 4-H program.
• Preservation of Rodeo History: Their contributions are showcased at the Casey Tibbs Rodeo Center.

A Lifetime in the Saddle

As long as he can remember, 87-year-old Willie Cowan has been on the back of a horse. Raised in Highmore, South Dakota, Willie’s life has been interwoven with ranching and rodeo—a legacy that spans generations in the Cowan family.

“My brother Pat and I rode all the time,” Willie reminisces. “We had to ride every kind of junk son of a buck there was, and that’s how we got to love good horses.”

Roots of a Rodeo Dynasty

Willie’s father, Arthur Cowan , was an Irish horse trader who also raised cattle. During World War II, with most men enlisted in the Army, young Willie and Pat were indispensable on the ranch, helping manage nearly 10,000 horses destined for overseas.

“Dad expected quite a lot of two young boys,” Willie recalls. “He treated us good, in his Irish way.”

Their early immersion in ranch life naturally led the brothers to rodeo. When a ranch hand refused to ride without extra pay, Arthur turned to his sons.

“He told him he had two boys,” Willie chuckles. “We started pretty young and just did. He always kept us with good horses.”

Founding the South Dakota Rodeo Association

In 1955, the same year Willie won the South Dakota state high school bronc riding title , the Cowans became instrumental in forming the South Dakota Rodeo Association (SDRA) . Alongside notable figures like Erv Korkow and James Sutton, they helped lay the foundations for organized rodeo in the state.

“We were part of the ones that started that,” Willie says modestly. He also became the first bull riding spokesperson for the SDRA, advocating for the sport he loved.

Passing the Torch

Willie’s passion for rodeo extended to his family. In 1960, he married Loretta Metzinger , and together they raised six children: Shane, Kim, Carmen, Colleen, Casey, and Lori. The Cowan children grew up steeped in rodeo culture.

“I just love the way they grew up and how they’ve treated themselves,” Willie reflects. “It teaches you quite a lot of things: how to get up every morning and do some work.”

Their eldest son, Shane , followed in his father’s footsteps, winning the state high school rodeo bronc riding title in 1979— 24 years after Willie’s own victory .

“Rodeo is about like any other sport,” Shane notes. “You’re involved, and you have friends and the camaraderie that you share with other people. It’s really fun.”

Cultivating Youth Through 4-H Rodeo

Recognizing the importance of nurturing young talent, Willie and Loretta were key figures in establishing the South Dakota 4-H Rodeo in 1971. They envisioned a program that emphasized skill development, family involvement, and adherence to 4-H principles.

“The people wanted something here in Fort Pierre, and it was something that kids really wanted,” Willie explains. “If it wasn’t actually for 4-H rodeo, there wouldn’t be near the kids that are in 4-H.”

Willie served as president of the 4-H rodeo committee for 15 years, with Loretta as secretary. Their commitment ensured that countless South Dakota youth had the opportunity to participate in rodeo.

Preserving a Heritage

Beyond rodeo, the Cowans have worked to preserve their family’s history. Several heirlooms, including one of Willie’s old saddles and rodeo awards, are displayed at the Casey Tibbs Rodeo Center in Fort Pierre.

“If that old saddle could just talk, it could tell a lot of stories,” Willie muses. “At least a guy has done something in his life.”

In addition, the family compiled their stories into a book titled “It’s a Long Story, But a Good One!” , blending history, anecdotes, and photographs. Proceeds from the book, sold exclusively at the Casey Tibbs Rodeo Center, support the museum.

An Enduring Legacy

The Cowan family’s impact on South Dakota’s rodeo culture is immeasurable. From foundational contributions to personal achievements and community involvement, their story is one of passion, perseverance, and dedication.

“We are awful proud that it’s still going and that we were a part of it,” Willie says of their efforts. “You know, at least a guy has done something in his life.”

As generations continue to ride and uphold the traditions forged by Willie and his family, the Cowan legacy remains a testament to the spirit of South Dakota rodeo.