A co-founder of the PBR, Cody Lambert is a true rodeo legend. Qualifying for the PBR World Finals from 1994-1996, Lambert remained intimately involved with the PBR following his retirement from competition, becoming the organization's Livestock Director, a role he held for the past three decades, selecting the bulls that are an essential ingredient for the PBR's explosive growth. In addition to being one of the inaugural inductees into the prestigious PBR Ring of Honor, Lambert is also a member of the Texas Cowboy Hall of Fame and the National Cowboy Western Heritage Museum's Rodeo Hall of Fame. He resides in Bowie, TX with his wife Leanne.

Chad serves as President and General Manager for the Ariat Texas Rattlers. Under his leadership, the Team earned its first PBR Team Series Championship (2023), became the first league team to sell out its multi-day home event, and maintained an unbeaten record on home dirt (9-0) across three seasons. Previously at PBR, he led brand marketing and the launches of the PBR Team Series and RidePass OTT service. His career also spans launching Robert Rodriguez's El Rey network, marketing ESPN's college and motorsports properties, leading domestic marketing for NYC2012's Olympic bid, and working at ad agencies including Wieden + Kennedy, The Richards Group and Ground Zero. He serves on boards for USA Cycling and the Fort Worth Sports Commission.