You might know Stran as a World Champion tie-down roper, the co-founder of STS Ranchwear, or as a best-selling author. But Stran's biggest passions in life are God, his family, and continuing his family's ranching legacy as a 4th-generation rancher on the rugged landscape of the tiny Texas panhandle town of Tell.

Stran has lived by the mantra of “Never give up on your dreams.” It has paid off for him with 11 National Finals Rodeo qualifications, three Texas Circuit titles, and a World’s Champion gold buckle. Born into a ranching and rodeo family, Smith grew up knowing how to rope but preferred the football field and basketball court to the rodeo arena. It wasn’t until he was 16 that he decided to make a living as a rodeo cowboy.

Smith entered the PRCA in 1994 and by the end of 1995 had qualified for his first National Finals Rodeo. As he was chasing a second bid for the NFR, an encounter with a wrong-way drunk driver on a dark stretch of Oregon highway between rodeos turned his world upside down. Smith survived, but his best friend and traveling partner, Shawn McMullen, didn’t. After failing to qualify that year, Smith took some much-needed time to recenter himself and came back for the 1997 season with a new outlook on life. He would qualify for the next five NFRs.

Smith faced yet another setback in 2003 when he suffered a stroke at the age of just 32. The stroke revealed a heart condition called a patent foreman ovale, or PFO. Through an experimental procedure inserting a device that repaired the PFO, the  Smith made a full recovery and was back to roping within two months. During this time, Smith purchased the renowned calf roping horse, Topper. Smith and Topper made a comeback qualifying for the Finals in 2004 and 2005, with Topper earning the AQHA Horse of the Year title in 2003 and 2005. Smith was close to qualifying for the 2006 NFR, when a shoulder injury sidelined him at the end of the season.  

In 2007, after losing Topper in a tragic accident, Smith bought a new little mare named Destiny. This partnership would result in the dream that Smith spent 14 years chasing – a gold buckle. Smith and Destiny also walked away with the 2008 National Finals Average title. It was a nail-biting Finals with the Championship being decided in the 10th Round. When the dust settled, Smith was the World Champion by $2,389.

As Stran’s career has blossomed and evolved, so did his opportunity to be a light to many. Smith was instrumental in hosting Elevation Sunday, a church service during the WNFR, for 15 years.

Today, Stran is an inspirational speaker nationwide, sharing life lessons, advice, and his unwavering faith in God. Due to the response to his monthly article, Down the Line with Stran Smith, Stran has begun recording his popular “Tack Room Talks,” where his goal is to use his experience, in and out of the arena, to encourage others. Stran co-authored a bestselling leadership book titled A Colonel and a Cowboy, with retired West Point Colonel Craig Flowers. He continues to reach out to the younger generation through talks at schools and retreats across the country.

Stran and his wife, Jennifer, now raise Black Angus cattle on STS Ranch with their three children, Stone, Scout, and Selah. The Smiths partner with Carroll Leather in the ranchwear and handbag company, STS Ranchwear, and have several other entreprenurial interests, including STS Ranch Beef, their 1930 Remnant concept store, 1930 Cologne, and has partnered with Weaver Equine and Scott Thomas saddlerey to create tack that he uses and believes in.

Stran is active in the Tell & Childress communities, serving on the Tell Cemetery board, teaching Sunday school and serving as a deacon at First Baptist Childress, and teaching at rodeo Bible camps across the country.

Jennifer (Douglas) Smith has called the Texas Panhandle home for most of her life, but being a small-town girl hasn't stood in the way of achieving big dreams. Originally from Borger, Texas, Jennifer inherited her love of horses from her father, growing up showing horses in both 4-H and AQHA. Jennifer was named Miss Rodeo Texas 1994 and went on to win the coveted title of Miss Rodeo America in 1995. She won the speech and personality categories, becoming the 40th Miss Rodeo America and the 4th from Texas.

Jennifer used her pageant success and experience to transition into Western news. Although she originally studied biochemistry at Texas Tech, she later earned a broadcasting degree, Summa Cum Laude from the University of North Texas. She reported everything from rodeos to horse racing on networks such as ESPN, CBS Sports, CMT, and Outdoor Life Network. She also co-hosted a WNFR Pre-Game show at the MGM Grand with her husband, Stran, on the Wrangler Network, interviewing legends in rodeo and country music. Jennifer spent 20 years in broadcasting before transitioning into a full-time designer at STS Ranchwear. According to Jennifer, her new career gives her more flexible hours and time to spend with her family, of which Jennifer is adamant is her biggest accomplishment.

Jennifer’s infectious smile, genuine personality, and incredible eye for fashion endeared her to fans around the world. Her unique western fashion sense led to many modeling opportunities, features on western fashion blogs, and partnerships with well-known western industry brands. So it was no surprise when her next move after retiring from sideline reporting was as a designer.

When Stran and Jennifer partnered with Carroll Companies to create their eponymous brand, STS Ranchwear, the original idea was to create outerwear that was both functional and stylish. But Jennifer had a bigger vision. She designed six handbags that fit her lifestyle—a busy rodeo wife and mom. Her eye for style made the bags an instant hit, and handbags quickly became the backbone of the brand. Today, she has produced hundreds of designs, and her creative vision comes to life with every bag she creates.

“Women are my inspiration. I believe in women. I love the diversity of our goals and accomplishments. We, as women, cannot be put in a box. From the inception of STS, my main goal was to create a handbag or jacket to fit women’s needs. Every woman has different needs, but we all want functionality and beauty.”

Beyond her professional achievements, Jennifer has always held a deep belief in giving back—to both her industry and her community. While working in western media, she served on the ProRodeo Animal Welfare Committee, helping promote ethical treatment of animals in the sport she loves. Together with Stran, she helped establish Elevation Sunday, a popular and inspirational Christian worship service held during the Wrangler National Finals Rodeo in Las Vegas.

Locally, Jennifer’s heart for service is evident. For over 10 years, she chaired the committee for her hometown’s Children’s Ministry, Champs, which provided meals and showed the love of Jesus to over 100 local children. She continues to serve faithfully in Youth Ministry and Sunday School, mentoring the next generation.

Jennifer also continues to use her broadcasting background to co-anchor the annual West Texas Rehab Telethon, benefiting the West Texas Rehabilitation Center. And most recently, she and Stran founded a nonprofit called The Supply House, based out of their warehouse at 1930 Remnant, where they host uplifting, community-building events designed to bring encouragement and practical support to others.

Jennifer Smith's life is a testament to her belief in the power of service, creativity, and community. Her journey from a small-town girl to a celebrated figure in the rodeo and fashion industries reflects her unwavering commitment to excellence and compassion.