EmpowerU Podcast — "The Beefmaster Revolution Preview"

Date: September 20, 2025
Hosts: Weston Hendrix, Luke Domingue, Quinn Hartley
Guests: Reese Tassen (Tassen Cattle Company), Will Taywater (Taywater Cattle Company), Kennedy “Kiki” Hover (Hubbard Cattle Company)

Episode Overview

This episode of EmpowerU shifts gears from the usual post-game recaps to deliver a deep-dive preview of the upcoming Beefmaster Revolution Sale—described as a groundbreaking event in the Beefmaster breed. The hosts and guests explore the sale’s origins, the passion and collaboration behind it, and showcase the quality cattle on offer. The conversation brings together personal stories, behind-the-scenes anecdotes, and advice for both seasoned cattlemen and newcomers.

Key Discussion Points & Insights

1. Backgrounds and Introductions

• Will Taywater: Entered cattle through the calf scramble in 8th grade with a Beefmaster; developed his program through partnerships and genetic improvement.
  (05:18)
• Kennedy (“Kiki”) Hover: Grew up in showing and ag comms, now co-manages herd and customers with her dad at Hubbard Cattle Co.
  (02:57)
• Reese Tassen: Louisiana/Mississippi cattleman, strong relationships with fellow consignors, long background in show and breeding cattle, and significant role in growing the sale.
  (06:13)

2. The Origin & Vision of Beefmaster Revolution

• Born out of a need for a high-quality, collaborative sale focused on elite Beefmaster genetics and strong customer service.
• Hosted by Hubbard Cattle Company and Taywater Cattle Company, with consignors like Tassen and B2 Livestock.
• Kiki Hoover:

  "We all have kind of had different paths coming into the beefmaster breeding... we need to put something together with elite breeders who can bring that elite high quality show cattle to our breed." (07:32)

• The importance of filling gaps in the market and fostering networking among breeders.

3. Challenges & Progress Over Five Volumes

• Early logistical challenges: learning to take sale pictures, halter breaking, and getting to know each other.
• The evolution of teamwork and process—now the group is a close “show family.”
• Notable moment:

  "I usually get tasked with clipping everything for the sale, and I've been assaulted by a lot of the Hubbard [cattle]. But not anymore... they've got really good help back at home." —Reese Tassen (13:12)

4. What’s New in Volume V

• Smaller, more elite sale: Fewer lots (~7-8) but greater overall quality—“your Lot 8 could be as elite as your Lot 1.”
• Diversity and innovation:
  • New genetics, including first-time offerings (e.g., Kid Dynamite semen, unique embryo combinations, first flush opportunity from a top donor cow).
  • Changes in sale format discussed for the future: separating live cattle and genetic lots for more focus.
• Will Taywater:

  “We want to keep it to a kind of a smaller elite set of cattle that from one to lot seven or eight... you don't find a quality gap.” (15:28)

5. Customer-Centric Approach

• Highly accessible team—buyers get access not only to animals but also to the breeders’ collective knowledge and support.
• Strong emphasis on fair pricing and authenticity:

  "You scare off real customers... if you can sell good cattle for what they're worth for... good money, where everyone turns a profit, but you're fair..." —Reese Tassen (21:18)

6. Consignor Overview and Highlighted Lots

Consignors:

• Taywater Cattle Company
• Hubbard Cattle Company
• Tassen Cattle Company
• B2 Livestock (Allison family)
• Revolution Cattle Company (Taywater x Hubbard collaboration)

Notable Lot Highlights

• Lot 1 — "Soxy Red": (‘Playing With Fire’ x Sriracha donor), heavily praised as an all-around standout:

  "We want to talk about one that can be the stay at home mom, can go raise the babies, can get out and move and can go beauty contest... Soxy Red is it." —Reese Tassen (31:43)

• Lot 2 — Kid Dynamite Daughter (Taywater consignment): First time Kid Dynamite heifer offered, out of Grace (Hollywood daughter), polled red baldy, excellent structure and look. (34:30)

• Bull Lot (Tassen):

  • Young Kid Dynamite son out of “Dream” (herself a daughter of Playing With Fire, national winners in her own show career).
  • Expected to have significant show and breed impact.

  "If you buy him, you're purchasing...ownership of him and possession of him, and we'll be retaining 25% semen interest." (36:35)

• Frozen Genetics/Flush:

  • First time offering of a flush on “CJ Queen of Hearts” from the Revolution Cattle Co.
  • High-end embryo packages (e.g., Ring of Fire x Saline; full sib to Houston Supreme American).
  • Sexed female Kid Dynamite semen—never before released.
  • Blazing Fire semen (polled, proven, first time to public).

  "This will be the first semen we've ever offered on him... we've had people asking for semen on him for quite a while..." —Reese (44:00)

7. Sale Day Experience

• Sale is October 5th on SCC Online Sales.
• Virtual, but with in-person viewing opportunities by appointment near Waco, Texas.
• Day-of: Heavy social media presence, lots of calls and messages, facilitating buyers (whether experienced or new).

  "We usually play music in the barn, wash whatever calf we're gonna... post a story... answer a lot of questions." —Reese Tassen (27:05)

8. Marketing & Community

• Emphasis on high-quality catalogs (RM/Bar M Design), social media engagement, and transparency.
• Consistent communication with buyers, personalized customer service, active pre- and post-sale support.

  "Having a presence, social media, being at the shows, communicating with your previous buyers... that makes a huge difference." —Kiki (24:03)

Notable Quotes & Memorable Moments

• On Sale Quality:

  “The Quality in this sale is going to be so cool. And I think, too, just like the diversity behind all the genetics, too... stuff that is just going to be new kind of to the Beefmaster breed as a whole.” —Kiki (15:28)

• On Authenticity:

  "The cattle are going to speak for themselves, and if they're going to bring a lot of money, it's because a lot of people are interested in them." —Reese (21:18)

• On Teamwork and Friendship:

  "If you're fortunate enough to find something you love, and even more blessed to find people that you can do it with, you need to keep those people close... a lot of times, people get scared of competition. You need to embrace it." —Reese (54:28)

• On Personal Commitment:

  "I don't specifically sponsor people that I don't believe in. I've watched Beefmaster Revolution... and I believe in what Beefmaster Revolution has to offer." —Weston (51:50)

Timestamps for Key Segments

| Segment | Timestamp | |-----------------------------------------------|---------------| | Personal Introductions | 01:22–06:13 | | Beefmaster Revolution—Origins and Purpose | 06:26–09:15 | | Reflections on Early Challenges | 11:07–13:58 | | Innovations in 2025 Sale & Format | 14:39–20:48 | | Discussion on Quality, Growth, and Change | 17:07–21:18 | | Deep Dive: Sale Lots Overview | 28:49–44:00 | | What to Expect on Sale Day | 25:07–28:24 | | Marketing, Community Outreach | 23:23–24:51 | | Empowerment & Friendship in Cattle Industry | 54:28–56:25 | | Sale Details, How to Get Involved | 49:39–51:29 |

How to Participate, Stay Updated, or Inquire

• Sale Date: October 5th, 2025 (hosted online via SC Online Sales)
• Social Media:
  • Facebook: “The Beefmaster Revolution” for updates, catalogs, flyers, contacts.
• Contact: Reach out via social or directly to the consignors for viewing/further info.
• In-Person Previews: Cattle available for viewing near Waco, TX (by appointment).

Conclusion & Takeaways

This episode is a celebration of teamwork, innovation, and a shared passion for the Beefmaster breed. Beefmaster Revolution stands out for its integrity, elite genetics, and customer-focused approach, offering a sale that is curated and community-backed. Both newcomers and experienced breeders are encouraged to connect, ask questions, and experience the camaraderie and quality that define this sale.

Final Empowerment Message (Reese):

“Find something you love, and if you can find a group of people to share that with and support you, be good to them... It's one of the best things that's ever happened to me.” (54:28)

Hosts’ Endorsement:
Only operations and people who demonstrate authenticity, expertise, and growth get endorsed by EmpowerU. The Beefmaster Revolution is genuinely changing the game for the breed—and beyond.

Listen, connect, and invest in the future of the Beefmaster breed.