Founded in 2010, Rodeo Sales was born from a passion to transform the rodeo industry. After more than a decade working with a range of brands, we recognised a gap in the market: riders wanted better performance, owners of rodeos wanted greater safety, and more intuitive design than existing products offered. So we set out to create them.

A breakthrough came during discussions with the designer of the former Williams ride electronics, who introduced us to an innovative digital ride control system with fully programmable settings. Inspired by the possibilities, we assembled a specialist team—David on Electronics, Kev on Engineering, and Sam in-house—to help bring our vision of the world’s safest and most advanced rodeo bull to life.

One year later, our first prototype debuted at INPAS 2010. Despite exceeding our initial budget, the result was worth every step: a cutting-edge attraction that set a new standard in the industry.

Today, Rodeo Sales is recognised for pioneering high-quality attractions that deliver unforgettable fun. From Strikers and Buzz Wires to Danger Light and beyond, we’re continually pushing boundaries and developing new concepts that keep audiences excited and engaged.

The journey isn’t over—and the best innovations are still on the way.