Happy Dad has teamed up with professional bareback rider Rocker Steiner and The Cowboy Channel for the hit new series “Hell on Wheels”. As Rocker’s official sponsor, Happy Dad joins as a sponsor to present a raw look at one of rodeo’s boldest stars and his life in and out of the arena.

Throughout the season, Happy Dad drinks and merch are featured across “Hell on Wheels,” highlighting Rocker’s bold, no-nonsense personality. From life on the circuit to behind-the-scenes moments with friends and family, the series captures the same energy and authenticity that define the Happy Dad lifestyle.

“Hell on Wheels,” follows Rocker Steiner as he fights for his first gold buckle. Viewers get a front-row seat to his rise from major wins at The American Rodeo, RodeoHouston, and The Calgary Stampede, to the grind of small-town arenas across the country.

The show dives into the Steiner family dynasty, known for its deep rodeo legacy, and captures Rocker’s loud, fast, unapologetic style. Cameos from Taylor Sheridan, Koe Wetzel, Midland, Post Malone, and Ty Murray add star power to this high-adrenaline series.

Where to Watch

Watch the first three episodes of “Hell on Wheels” presented by Boot Barn weekly on YouTube, and the full season every Wednesday at 7:30 PM ET on The Cowboy Channel and Cowboy Channel+.

• YouTube: The Cowboy Channel

• Stream: CowboyChannelPlus.com

• TV: AT&T 566, DirecTV 603, DISH 232, Charter Spectrum, Comcast, and Cox

The Cowboy Channel and Cowboy Channel+ stream over 600 PRCA rodeos each year, including exclusive coverage of the Wrangler National Finals Rodeo.