BRADY OLESON JOINS ARIAT TEXAS RATTLERS AS ASSISTANT COACH AHEAD OF 2025 SEASON

FORT WORTH, Texas (January 16, 2025) – Five months after retiring as a bull rider due to a neck fusion surgery, Brady Oleson (Blackfoot, Idaho), who previously helped his team win a championship, has embarked on the next stage of his career, joining his former PBR (Professional Bull Riders) Teams squad, the Ariat Texas Rattlers, as Assistant Coach.

Selected by Texas in the third round of the league’s inaugural Draft in 2022, Oleson spent his entire Teams career with the Rattlers and was a driving force in its march to the 2023 World Championship. 

In his new role with the Rattlers, Oleson will work alongside Head Coach Cody Lambert and the team’s new Assistant General Manager Riley Lambert on rider performance, player scouting, game roster management, and other competition-related aspects.

“I’m very grateful to remain a part of this team. Being in this new role will allow me to give back to the sport that has done so much for me,” Oleson said. “Since I am unable to ride anymore, it’s a big deal that I’m able to keep bull riding in my life. Coach Lambert changed my life by providing me with opportunities and guidance both in and out of the arena. I look forward to being able to do the same for others as a coach.”

“Brady has been a Rattler since day one. He’s played a huge role in the success of the team. He understands our plans and goals and what it will take to continue to reach them. Brady will continue to be a Rattler to make sure that we have the best chance to win,” said Head Coach Lambert. “We haven’t stopped working together since the day we drafted him, and he’s always been a team leader, so it feels natural to have him helping coach the team. I’m very excited to still be working with him.”

“I challenged our Head Coach and Assistant General Manager to identify a leader who would make us better in all performance aspects of our business. Brady has consistently demonstrated a vigorous determination and winning mentality that we deeply admire. He’s brought this approach to his bull riding – capped by a 2023 Teams Championship with our Ariat Texas Rattlers – and when overcoming personal battles,” said team President Chad Blankenship. “In our locker room he’s been a leader of high character. As our new Assistant Coach, he’ll continue supporting our team bull riders in reaching their full potential as better athletes and better men.”

Oleson made his PBR debut in 2014, competing at Touring Pro Division, Pendleton Whisky Velocity Tour and PBR Canada events before making his career first appearance on the premier Unleash The Beast tour in 2018.

After sustaining sidelining injuries in 2018, Oleson began to struggle with an alcohol addiction. Oleson, however, fought diligently to reclaim his life and returned to the sport he loved in 2022.

Quickly finding his form, Oleson qualified for his first PBR World Finals in 2022, and began the event with a bang, winning Round 1 as he registered the high-marked ride of his career, covering Alakazam for 91.25 points.

His grit caught the attention of the Rattlers and Head Coach Lambert who selected him in the third round of the inaugural PBR Teams Draft. Oleson, who battled a broken neck during the season, went on to help the Rattlers finish third in the 2022 PBR Teams Championship.

Oleson then ascended to new heights during the 2023 individual season. Winning his career-first Unleash The Beast event in November 2022 in Tucson, Arizona, he held the world No. 1 rank for the first time in his career. However, his season was cut short a few weeks later when he underwent hip surgery.

The determined Idaho native returned in time for the Teams season, going 9-for-19 (47%) to help lead the Rattlers to the 2023 PBR Teams World Championship.

With his 2024 individual season again derailed by injury, Oleson was back healthy as the third season of PBR Teams got underway. However, in mid-August after bucking off Fast Flow while competing in Austin, Texas, Oleson sustained a career-ending neck injury, requiring fusion surgery.

After announcing his retirement a week later, Oleson received an emotional sendoff at the Rattlers’ third annual homestand in Fort Worth in late September, before the Rattlers surprised their devoted teammate with custom jerseys in his honor that they wore during the second round of the 2024 PBR Teams Championship.

Oleson will make his coaching debut on January 17 when the Texas Rattlers play their first rivalry game of the Monster Energy Team Challenge, presented by Camping World, during the Unleash The Beast event in Houston at Toyota Center. The 2023 PBR Teams World Champion Rattlers will play the 2024 PBR Teams World Champion Austin Gamblers in the first iteration of the 2025 Texas Cup.

The Texas Rattlers will return to Fort Worth and their home Dickies Arena on Sept. 26-28 for their fourth annual homestand. Tickets are on sale now and can be purchased online at Ticketmaster.com and PBR.com, at the Dickies Arena Box Office, or by calling PBR customer service at (800) 732-1727.

For more information about the Texas Rattlers, visit texasrattlers.com, Texas Rattlers on Facebook, or @texasrattlersofficial on Instagram and YouTube.

ABOUT THE TEXAS RATTLERS

Under the leadership of team President Chad Blankenship and Assistant General Manager Riley Lambert, the Ariat Texas Rattlers are coached by PBR co-founder and Head Coach Cody Lambert and Assistant Coach Brady Oleson. The team is owned by the Fisher Family and Leonard Firestone. In 2023, the Rattlers etched their name in the history books, crowned the 2023 PBR Teams Champions. The Ariat Texas Rattlers team, based in Fort Worth, will host its fourth Rattler Days homestand event September 26-28, 2025 at Dickies Arena.

Fisher Family investments include footwear and apparel, real estate, timberland and forest products, and education and sports, including ownership of the Oakland Athletics (MLB) and San Jose Earthquakes (MLS). Through its Ariat brand, the Official Boot of PBR, the Fisher family have been longtime supporters of PBR. The family is actively involved with a number of philanthropic causes, including SFMOMA, The KIPP Foundation, and UCSF. Leonard Firestone is a Fort Worth entrepreneur and civic leader. He was a co-founder of the Firestone & Robertson Distilling Company, which is the producer of the highly regarded TX Whiskey and TX Bourbon brands. A former Fort Worth City Councilman, Firestone currently serves on the Board of Managers for the John Peter Smith (JPS) Health Network serving the healthcare needs of Tarrant County.