EmpowerU: Built To Climb Private Treaty Preview

Host: Weston Hendrix
Guests: Matt Woodley, Jaden Woodley, Cannon Buckner, Clayton Trammell
Date: March 7, 2026

Episode Overview

This episode of EmpowerU spotlights the launch of the "Built To Climb" private treaty sale—a unique opportunity for young livestock leaders Jaden Woodley and Cannon Buckner to discuss and market their group of nine select show calves. Guided by cattle industry veteran Matt Woodley and recently joined platform expert Clayton Trammell, the discussion delves into the motivations behind this hands-on sales approach, detailed evaluations of each lot, and practical advice for potential buyers. It’s a meaningful glimpse into mentorship, the next generation's learning, and fostering community within the cattle industry.

Key Discussion Points & Insights

1. The Vision for "Built To Climb" (00:00–05:44)

• The Purpose: Matt Woodley hands over sale responsibilities to Jaden and Cannon, both recent high school grads passionate about cattle, hoping to keep them connected even as they move to college.
• Industry Perspective:
  • Matt finds it hard to price calves directly to families due to his personal investment in the projects—a dilemma many in the industry share.
  • The private treaty model provides the next generation with real sales experience and helps them learn buyer consultation and customer service.
• Mentorship & Opportunity:
  • "As a dad of a daughter, you really have a hard time saying no to anything. I talked to Clissa about it and decided...let's give them an opportunity." —Matt Woodley [02:28]
  • Cannon and Jaden express gratitude for the chance, feeling "blessed with a good set of calves, a good set of teachers" [04:29].

2. Introducing Clayton Trammell & Platform Values (05:44–07:47)

• Clayton's Background: Over 15 years in show steer sales, recently relocated to Oklahoma, brings expertise and a deep relationship with the Woodley family.
• Reputation Emphasis:
  • "Anyone that buys an animal from [the Woodleys] will be extremely lucky to be a part of what they have going on." —Clayton Trammell [06:47]
• Celebrating Wins: Recognizes Jaden's recent big win at San Antonio.

3. Detailed Lot-by-Lot Calf Preview (07:47–27:29)

Lot 1: Tag 323, American (Holy Ghost x Gert Cow) (07:47–11:55)

• Host’s Take: Eye-catching, extremely balanced, showy build with standout hip/hind leg—"a big-time contender at Fort Worth" [07:47].
• Breeder’s Input: Holy Ghost bull increasingly proven, unique opportunity via Brandon Horn's herd.
• Jaden/Cannon: “He’s extremely soft bodied, big ribbed, square built...super gentle—great for first-time showman.” [10:58]

Lot 2: No Tag, Shorthorn (On the Rocks x 1532) (11:55–13:43)

• Highlights: Densely haired, big boned, square built; raised by Cannon and his brother.
• Cannon: “I do believe this calf is one of the safest options that cow has thrown...whoever gets this one will have a lot of fun.” [12:28]
• Clayton: “That’s the kind that’s an easy feeder, awesome hair coat, world of future at Fort Worth.” [13:43]

Lot 3: Tag 70, Exotic (Holy Ghost x Gold Dust cow) (14:10–15:41)

• Description: August-born, reads a little green but “awesome lightweight, possible middleweight,” nice future as a slicking calf.
• Jaden: “Probably one of the more attractive calves we have...puppy dog gentle.” [14:48]
• Cannon: “Those green calves—those are the true winners.” [15:41]

Lot 4: Tag 310, American (Holy Ghost bred) (16:20–17:38)

• Traits: Proportional, balanced, flexible and comfortable on the move.
• Jaden: “My first impression after quartering him was: wow...his top shape being so young and green impressed me.” [17:06]

Lot 5: Tag 14, American (Holy Ghost x Stock Option) (17:38–19:41)

• Notes: Big ribbed, square, powerful—ideal for San Antonio or Houston.
• Jaden: “Very similar to my reserve heavyweight American at Dallas. Big boned, deep rib—when people come, they want to see him.” [18:01]
• Clayton: “He really doesn’t have a hole; real easy feeding type—advise everyone to pay attention here.” [18:43]

Lot 6: Tag 5, American (Holy Ghost x In God We Trust cow) (19:41–21:41)

• Profile: Smaller, greener, but complete and "freak show" cool; “just needs a feed bucket,” strong candidate for Houston or Fort Worth.
• Cannon: “He is actually one of my personal favorites...well built and complete.” [20:20]
• Jaden: “He’s a freak show, in my opinion...every time he comes out, they’re like ‘wow, he’s got that look’.” [21:03]
• Clayton: “It’s so hard to make an American have the character that he has and be so ultra clean and tight.” [21:41]

Lot 7: Tag 78, American (Holy Ghost x Lifefest cow) (22:14–23:43)

• Impression: Lighter gray, dense hair, outstanding hip/leg posture—“built for Fort Worth.”
• Jaden: “He’s always been green, but that’s okay—he’ll keep coming on; another calf with that freak show look.” [22:58]
• Cannon: “That sporty hind leg is what [Fort Worth judge] looks for, and this one’s got it to a tee.” [23:43]

Lot 8: Tag 21, American (Holy Ghost x Unstoppable Gertess) (24:04–25:28)

• Features: Big ribbed, powerful, strong topline—good potential for heavyweight division.
• Jaden: “He opens up with a lot of shape...just keeps improving as he gets fed, doesn’t get worse.” [24:33]
• Cannon: “Just needs the feed bowl and he’ll do what he’s made to do for sure.” [25:28]

Lot 9: S-1, Exotic (Smoky x MAB Girt cow) (25:48–27:29)

• Comment: Not quite an American, but dense haired, dual-purpose appeal—could be a Charolais.
• Cannon: “Extremely good haired...should really come on as he matures.” [26:24]
• Matt: “We don’t want anybody assuming he’s American; could be, but right now just call him a good calf.” [26:45]

Sale Model & Buyer Support (27:30–30:28)

• Dedication to Buyers:
  • Matt: “Jaden and Cannon are both dedicated to go on this journey with new families...from feeding advice to clipping and show support, they’re all in.” [27:47]
• Lot Quality: “We did not bring any problem cattle—just good, sound cattle we stand behind. I feel extremely confident in this group.” —Matt Woodley [27:47]
• Private Treaty Bid-off Process:
  • Bids open for in-person and remote viewing all weekend; closes Monday at 5pm.
  • Bidding managed via online submission; follow-up by phone to finalize and update bidding.
  • “You can just shoot us a text...put your name, number, calves you’re interested in and starting bid. Monday at 5pm, we’ll start calling everyone back.” —Jaden [29:35]

Memorable Quotes & Moments

• On Mentorship:
  "This is a way for them to step in from a different aspect...Every time I try to sell one or buy one, I learn something." —Matt Woodley [03:54]

• Industry Commitment:
  "Nothing excites me more...than to be a part of the Woodley family's private bid off here. The Woodley family is a family that's extremely important to me." —Clayton Trammell [06:20]

• Next Generation’s Perspective:
  "Growing up in the industry, you got to look forward to what you’re going to do next and how you can leave your impact..." —Cannon [28:43]

• On the ‘Freak Show’ Calf:
  "He’s got that look. I think every time he turns the gate or a corner at a show, that’s going to be the judge’s thought." —Jaden [21:03]

• Bid with Confidence:
  "The cattle are great. The reputation and genetics speak for themselves. So jump all in." —Clayton [30:28]

Timestamps for Key Segments

• Purpose & Passing the Torch: 00:00–05:44
• Clayton’s Introduction: 05:44–07:47
• Lot 1-3 Evaluations: 07:47–15:41
• Lot 4-6 Evaluations: 16:13–21:41
• Lot 7-9 Evaluations: 22:14–27:29
• Approach to Buyer Support & Sale Process: 27:30–30:28
• Final Reflections & Encouragement: 28:41–30:28

Closing Reflections

Jaden and Cannon express gratitude and a commitment to serve buyers beyond just the sale—reiterating the importance of establishing ongoing relationships in the show cattle community. Host Weston sums it up by highlighting this as a “deep, awesome set of cattle” and encourages listeners to support two “intelligent young minds trying to do big things.”

“Empowerment’s here, and thank you all for tuning in.” —Weston Hendrix [31:08]