Living The Red Life – Episode Summary
Episode Title:
Horse & Rider Ventures: How Authenticity Built a Western Lifestyle Brand
Date: December 16, 2025
Host: Rudy Mawer (featuring Ray Gutierrez as guest interviewer)
Guests: Tanner Bryson & Krista (Horse & Rider Ventures, B Cross Performance Horses, Horse Run Adventures)
Main Theme
This episode dives deep into how authenticity, trust, and legacy have shaped Horse & Rider Ventures into a standout western lifestyle brand. Hosts Tanner Bryson and Krista share the origins of their business, the philosophy that drives their work with horses, and the integral role of branding, community engagement, and social media. The conversation also explores the nuances of horse training, the business of selling and matching horses, and their dedication to passing on knowledge to the next generation.
Key Discussion Points & Insights
1. The Origin Story & Business Expansion
[01:36–02:53]
- Tanner and Krista describe Horse & Rider Ventures as a multi-faceted business:
- Guest horseback rides and ranch experiences for tourists and dignitaries in Arizona.
- Professional rodeo horse training program (B Cross Performance Horses).
- A Western art business spotlighting their creative roots.
- The duo met through professional horse training—Krista joined Tanner’s tourism operation, their complementary skills merged both business and personal life.
“She’s also got a background in acting and media and stuff, so she’s really helped us try to push our media forward.” — Tanner Bryson [03:12]
2. Social Media & Old-School Trust
[04:17–05:17]
- Krista highlights the dual engines of the business: a strong social media presence and traditional word-of-mouth.
- While social media drives engagement and loyalty, the Western industry remains a close-knit community where personal reputation is paramount.
“Sometimes it’s the most unexpected reel that I post that gets the biggest views. And I really enjoy that. It’s challenging for me. You never know what’s really going to work.” — Krista [04:17]
3. Art, Horses, and Following Your Passion
[05:23–06:37]
- Tanner discusses his upbringing—balancing art and horsemanship from a young age, both passions rooted in family tradition.
- The challenge was figuring out how to monetize what he loves and forge a career without ever having a ‘real job’.
“My goal is to go through life without having a job… We work hard. Don’t get me wrong, but I don’t feel like I ever just ‘go to work’ during the day.” — Tanner Bryson [05:57]
4. The Magic of Working with Horses
[06:46–07:39]
- Both hosts reflect on the ‘magical’ aspects of living and working with horses—the unique relationships, the repetitive yet rewarding daily routines, and the deep sense of accomplishment in developing a great horse.
“You get to ride a horse and… the horse is teaching you, you’re teaching the horse… you create a product that other people desire.” — Tanner Bryson [06:46]
5. Horse Training Philosophy & Intuition
[07:58–10:42]
- Krista stresses mutual development: while trainers ‘make’ horses, the process also transforms the people involved.
- Tanner likens horse training to being a talent agent—identifying and nurturing the natural strengths of each horse, knowing their limits, and not pushing them too hard.
- Intuition is key: reading physical and behavioral cues is essential since horses can’t communicate directly.
“I look at horse training almost like being a talent agent… part of the real knowledge is knowing how to bring out the best and not bring out the worst." — Tanner Bryson [08:45]
“One of the things… I admire so much—his ability to see what that horse’s true attributes are… You can try to force a square peg in a round hole.” — Krista [10:10]
6. Branding, Trust, and Industry Reputation
[13:27–14:42]
- The B Cross brand is their ‘business card’—a symbol of quality and accumulated trust since 1985.
- They are fiercely selective; only horses truly representing their values receive the brand mark.
- The philosophy extends to every aspect, from horse training to guest trail rides.
“We’re pretty protective of that image… We’re only putting [the brand] on horses that we really want to represent what our values are.” — Tanner Bryson [14:11]
“If you don’t have what you can back up, you say, you really don’t have a product at all. And those horses are truly invaluable.” — Krista [14:31]
7. Horse Selection and Matchmaking
[12:07–13:58]
- Finding the right horse is a blend of old-fashioned reputation, hands-on evaluation, and—more recently—navigating digital ads (with caution).
- Not every horse is a superstar athlete; matching horses to the right owners and disciplines is crucial.
- Sometimes, they turn down eager buyers to ensure the well-being of both horse and rider.
“Matching the horse’s talent with the prospective buyer… that’s been a bit of our back room business model.” — Tanner Bryson [16:43]
8. Authentic Guest Experiences & Education
[19:47–22:37]
- Horse & Rider Ventures host both daily guest rides and specialized events for corporations, offering authentic western experiences.
- Recent examples include cattle drives for the Air Force—combining fun, education, and teambuilding.
- The team’s authenticity is non-negotiable; everyone, from ranch hands to guides, has genuine western roots.
“We really believe in creating an ultimate authentic experience… we pair with vineyards, we do cattle drives… What separates it even further is that we try to educate along the way.” — Krista [19:47, 21:08]
9. Legacy and Giving Back
[23:19–25:07]
- A key driver is preserving and passing on Western traditions—training youth, building facilities, and sustaining the culture.
- Tanner recounts his own journey, defying naysayers to make a living with horses and now teaching the next generation.
“If that knowledge isn’t passed down, it gets lost. That’s been a big goal of ours, is to pass on our legacy to a younger generation.” — Tanner Bryson [24:39]
10. Lasting Philosophy: Honesty & Transparency
[18:04, 19:25]
- They emphasize total honesty in communications with buyers, even at the cost of sales.
- Full disclosure about a horse’s quirks or limitations is a non-negotiable cornerstone of their business model.
“I’m unwilling to sell a horse and not disclose literally everything I know about the horse… it needs to be honest and straightforward.” — Tanner Bryson [18:04]
Memorable Quotes
- “Our followers are very loyal, very engaged. And sometimes it’s the most unexpected reel that I post that gets the biggest views.” — Krista [04:17]
- “I was doing my first paintings at seven, eight years old… Art is a little bit like you know, singing or other, maybe what you would call God-gift talents.” — Tanner Bryson [05:23]
- “You have one opportunity, a first impression for people to look at you and your image and be like, why go with them?” — Krista [14:31]
- “I’m unwilling to sell a horse and not disclose literally everything I know about the horse.” — Tanner Bryson [18:04]
- “It teaches you more about life than you’ll ever, ever, ever have a concept of when it comes to ranching and horses and training. It’s more than just a horse, I’ll put it that way.” — Krista [22:37]
- “If that knowledge isn’t passed down, it gets lost. And so that’s been a big goal of ours, is to pass on our legacy to a younger generation.” — Tanner Bryson [24:39]
Key Timestamps
- 01:36 – Duo introduction and business overview
- 03:12 – How media, acting, and creative skills contributed
- 04:17 – Social media, word-of-mouth, and industry trust
- 05:23 – Childhood influence of art and horses
- 06:46 – The magic of living with and training horses
- 08:45 – Philosophy of bringing out the best in horses
- 10:10 – Using intuition in training
- 13:27 – Power and selectivity of the brand
- 14:31 – Importance of trust and first impressions
- 16:43 – Matching horses to buyers
- 18:04 – Brand legacy, honesty in sales
- 19:47 – Authentic experiences for guests and corporations
- 22:37 – The educational value of what they do
- 24:39 – Passing on tradition and legacy
How to Connect With Horse & Rider Ventures
- Horse Run Adventures: horserunadventures.com
- B Cross Performance Horses: Facebook & Instagram
- Tanner Bryson Art Studio: TannerBrysonArtStudio.com
Conclusion
This episode offers rare insights into not just building a business, but crafting a lasting legacy rooted in tradition, authenticity, and respect for your craft and community. Tanner and Krista’s passion, honesty, and commitment to quality make their story both inspiring and instructive for anyone wanting to build a meaningful brand.