AIRDRIE, Alta. - Ashton Sahli officially punched his ticket to the 2025 PBR World Finals: Unleash The Beast last week, earning an international invite through the Pendleton Whisky Velocity Tour Finals in Corpus Christi, Texas.

The first-time qualifier returned home and did what any professional athlete would do ahead of the biggest opportunity of his career: he practiced.

At a practice pen at the Prescott Ranch near Strathmore, Alberta—which doubled as a music video shoot for Canadian country artist Brett Kissel’s hit “Cowboys and Dreamers”—Sahli climbed aboard two Nansen Vold bulls that campaign along the PBR Canada trail.

Sahli’s goal remains simple, mirroring the mindset of nearly every bull rider in the sport: ride whatever they run under you.

Two key supporters accompanied Sahli to the Velocity Tour Finals, longtime friend and PBR bullfighter Ty Prescott, and Sahli’s father, Jeff.

Jeff Sahli beams with pride when speaking about his sons. Ashton, along with PBR Canada sophomore Carter, are the pride and joy of Jeff and partner Andrea.

Jeff himself once chased bull riding dreams, competing on the World Professional Bullriding circuit. But when fatherhood called, he knew it was time to hang up his rope.

“I rode bulls for a few years, chasing the WPB circuit back in the day,” Jeff said. “Long story short—we got pregnant young, and I hung up bull riding. Along came Ashton.”

The Sahli family has long been intertwined with Canadian bull riding. Growing the sport in Canada has been a priority. Jeff and Andrea were behind Adrenaline Bull Riding, which launched the Touring Pro Division event in Red Deer, Alberta before merging into the premier Canadian Cup Series. Their efforts were also pivotal in getting junior bull riding included in Canadian Professional Rodeo Association events—critical for fostering the sport’s next generation.

Even with both boys excelling in elite hockey and lacrosse, their hearts were eventually captured by bull riding.

“At that point, they were playing elite hockey, lacrosse, and steer riding,” Jeff explained. “It got to where we had to pick one sport, focus on it, and be good at it. Their dreams, like anyone’s, were to make it to the yellow chutes of the NFR or the PBR World Finals—and they just kept pushing forward.”

“One year with Carter, we hit about 75 rodeos—and that’s not counting finals like the CFR or FCA. We travelled hard. We obviously pushed our kids, but never to the point they didn’t love it.”

Jeff can’t quite pinpoint what drew both boys so deeply into the sport but credits the bull riding community for playing a big role.

“The love for this game—it’s like no other,” he said. “Sure, you’re riding for yourself, but you’re surrounded by great people, positive people. Ashton’s a firm believer in Tanner Byrne, Ty Prescott, Brock Radford—all those guys. They’re just great. It’s easy to love it and succeed when you’re around positive people.”

Carter, the youngest, is just beginning his PBR journey in Canada. But in their steer riding days, it was the Carter show—Ashton struggled, while his younger brother thrived.

“Those were tough times,” Jeff recalled. “Carter picked it up naturally. He’s been to the CFR four or five times in the steer riding. Ashton? Honestly, I don’t think he ever covered a steer. That’s the God’s honest truth.”

“Everything Ashton did—steer riding, lacrosse, hockey—he had to work hard for. Carter, it came easy. Then Ashton started getting on bulls, and suddenly he’s lighting it up. I don’t know why Ashton never quit. He got beat down every weekend but kept pushing forward. That’s why he’s where he is today. Carter’s struggling a bit now in bull riding—he’s had a growth spurt.”

Having two sons with such drive, Jeff says, is what makes them better competitors. Ashton learned through Carter’s early success; now, as Carter builds his PBR record and improves each and every event, they continue to push each other.

“They support each other really well. They help fix each other’s mistakes, watch video together—it’s been really cool. Andrea and I always said we’ve done a great job filling their toolbox with tools to succeed in life. Now they’re off and running. We’re very proud of who they’ve become.”

Ashton’s first PBR Canada win came at the final regular season event in Yorkton, Saskatchewan, in 2021—a victory that secured his spot at that season’s PBR Canada National Finals.

“When Ashton called and said he made the Finals, I’ll never forget that hype and expression on his face down in that arena,” Jeff said. “It’s hard to explain. Just pure pride. It’s crazy. It’s a feeling like no other.”

And now, a ticket to the PBR World Finals.

Jeff was on site last weekend when Ashton learned he’d qualified. If the first National Finals berth was excitement, the World Finals news was on another level.

“Ty and I found out, and I haven’t felt adrenaline like that in a long time,” Jeff said. “I was so proud, so happy—I had tears. I hugged Prescott for probably three minutes. His mom? She was up on a mountain hike, crying up there. It’s a memory I’ll never lose.”

When Ashton doubted he’d made it, Jeff grinned.

“He’s saying, ‘No way I made it,’ and we’re like, ‘F*** yeah, you did!’”

With the Elimination rounds ahead this week (May 8-11) at Cowtown Coliseum in Fort Worth, Texas, Jeff’s advice to his son was simple—and full of fatherly pride.

“I told him: you’ve done it. Be proud of what you’ve accomplished. Whatever happens, just go down there and ride bulls like you ride bulls,” he said.

“It doesn’t matter what bull they run under you—you know you can do it. Be proud. You’ve achieved something most people only dream of. You’re there because you belong. You ride as good as the World Champ. Just do your job.”

The Sahli family will be Texas-bound, eager to watch Ashton ride on the sport’s biggest stage.

The rest of Canada can watch the Elimination rounds from iconic Cowtown Coliseum in the historic Fort Worth Stockyards Thursday through Sunday on Cowboy Channel, RidePass, as well as @PBR on X and YouTube. 

“We’re definitely going down,” Jeff confirmed. “He’ll call with his itinerary, and we’ll have our tickets booked. We’re not leaving him down there alone. We’ve been with him everywhere—and we’re sure not missing this one.”

Photo courtesy of Covy Moore/CovyMoore.com