You’ve seen the videos. The gold-rimmed aviators, the toothpick, the "Keepin' it 90" mantra, and that unmistakable swagger that makes you wonder if he’s actually the greatest bull rider to ever live or just the best comedian in a cowboy hat. Honestly, it’s usually a bit of both. But behind the "Ol' Son" catchphrases and the Netflix stardom, there’s a real question people keep asking: what is the Dale Brisby net worth exactly?
Is he a millionaire rancher or just a guy who’s really good at selling t-shirts?
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The answer is kinda complicated because Dale—real name Clint Hopping—isn't just a cowboy. He's a brand. He’s a walking, talking marketing machine who has figured out how to monetize the western lifestyle in a way that would make a Silicon Valley tech bro jealous. Estimates for his net worth in 2026 generally hover between $2 million and $5 million, but if you look at the moving parts of his empire, that number starts to make a lot of sense.
Where the Money Actually Comes From
You can’t just look at one thing Dale does. He’s got his hands in everything. Most people know him from YouTube or the Netflix show How to Be a Cowboy, but those are just the top of the funnel.
The real bread and butter? Rodeo Time.
That’s his apparel brand. Go to any local rodeo in Texas or Oklahoma, and you’ll see ten kids wearing a "You Ain't No Cowboy" hoodie. He started selling merch back in 2013, and it has exploded into a full-scale operation with warehouses, employees, and a constant rotation of new designs. When you’re selling hats for $30 and hoodies for $60 to a loyal fanbase of hundreds of thousands, the margins add up fast.
But wait, there's more.
- YouTube Revenue: With over 750,000 subscribers, his channel generates a massive amount of "mailbox money" through AdSense.
- Sponsorships: Brands like Can-Am, Tecovas, and Total Feeds aren’t just giving him free stuff; they’re paying for the access he has to the rural American demographic.
- The Internship Program: People literally pay to go to Radiator Ranch and work. Think about that. He’s monetized the labor of learning how to ranch.
- Media Deals: His Netflix deal was a massive payday, but it also served as a giant commercial for everything else he sells.
The Myth of the "Real" Dale Brisby
One thing that confuses people is whether the money is "real ranch money" or "internet money."
Clint Hopping (the man behind the aviators) has a Master’s degree in Agriculture from Texas A&M. He knows the business side of ranching inside and out. While "Dale" acts like a gypsy soul who just wants to spur big brahmer necks, "Clint" is the one negotiating contracts and managing the logistics of Rodeo Time Inc.
He didn't just stumble into this. It was calculated.
In a 2024 interview, he mentioned that he always had "entrepreneurial tendencies," even selling yo-yos in elementary school to pay for his lunch. That hustle never left. He realized early on that being a professional bull rider is a hard way to make a living—it’s physically punishing and the pay is notoriously inconsistent. By creating a character, he built a "recession-proof" version of the cowboy life.
Breaking Down the Assets
While we don't have his tax returns (obviously), we can look at the physical assets. Radiator Ranch isn't just a set; it's a working operation.
The value of the cattle alone is significant. In 2025, cattle prices hit record highs, and Dale frequently posts videos of him selling bulls and cows for thousands of dollars apiece. Add in the high-end equipment—trailers, trucks, and those Can-Am side-by-sides—and you’re looking at a net worth that is heavily tied up in physical property and livestock.
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Why the Dale Brisby Net Worth Keeps Growing
It’s about the "Stay 90" philosophy.
In the rodeo world, a 90-point ride is the gold standard. By branding everything with that number, Dale created a lifestyle goal for his fans. It’s not just about bull riding anymore; it’s about a certain kind of rugged, humorous, and authentic American identity.
Most influencers flame out after a few years. Dale hasn't. Why? Because he actually lives the life. He’s at the rodeos. He’s in the dirt. He’s not some city kid playing dress-up. That authenticity is why his net worth is likely on the higher end of those $5 million estimates. People trust him. And in the world of SEO and digital marketing, trust is the highest-value currency there is.
Misconceptions About His Wealth
Don't get it twisted—he's not "Elon Musk" rich.
Ranching is expensive. The overhead for a business like Rodeo Time is massive. Shipping, manufacturing, payroll for the "interns" and full-time staff—it all eats into the profit. When people talk about his net worth, they often forget the costs of keeping the lights on at Radiator Ranch.
Also, despite the "legendary" status he claims for comedic effect, he wasn't a world champion bull rider in the PRCA. His wealth didn't come from winning the NFR; it came from talking about the NFR and making us laugh along the way.
How to Apply the "Dale Method" to Your Own Brand
If you’re looking at Dale and wondering how to replicate that kind of success, it’s not about buying a pair of chaps. It’s about niche dominance.
- Find your "90": What is the gold standard in your industry? Brand everything around it.
- Use humor to bridge the gap: People buy from people they like. Dale’s humor makes a niche sport accessible to everyone.
- Diversify immediately: Don't rely on one platform. Dale is on YouTube, Instagram, TikTok, Netflix, and he has his own physical products.
- Stay authentic (even if it's a character): Dale Brisby is an exaggerated version of Clint Hopping, but the core values—hard work, rodeo culture, and faith—are real.
To really understand the Dale Brisby net worth story, you have to look past the jokes. You have to see the guy who realized that the "cowboy way" was a brand that people were hungry for. He didn't just find a niche; he built a fence around it and charged admission.
If you want to track his growth, keep an eye on his warehouse expansions and his cattle sales. As long as there are people who want to feel a little more "cowboy," Dale’s bank account is going to keep keepin' it 90.
The best way to see this in action is to watch his transition from digital content to physical land acquisition. In the next few years, expect to see him move more into large-scale ranching and perhaps even more mainstream media production as the Rodeo Time brand continues to mature.
The real takeaway? Don't just work for your money—make your personality work for it too.
Practical Steps for Your Brand:
- Audit your current income streams and identify where you can add a physical product (merch).
- Develop a "catchphrase" or a central philosophy that your community can rally around.
- Document your process (the "internship" model) to build authority in your niche.