GLENDALE, Ariz. – On Saturday night inside Desert Diamond Arena, as the Arizona Ridge Riders defended home dirt, the crowd’s roar softened to a moment of heartfelt silence. The Be Cowboy Award, presented by Horse Soldier Bourbon, honored Margy Bons — a Gold Star mother who transformed unimaginable loss into a lifelong mission of service — for her unwavering dedication to supporting Arizona’s military families.
The award was presented by Vince Makela, retired U.S. Army sergeant major and one of the original “Horse Soldiers” who rode into northern Afghanistan with U.S. Special Forces in the aftermath of 9/11. As part of the legendary 5th Special Forces Group, Makela and his 12-man team carried out America’s first mission against the Taliban and al-Qaeda — fighting on horseback through rugged mountain terrain alongside the Northern Alliance to reclaim key Afghan cities. Their story, immortalized in the film 12 Strong, stands as a testament to courage, unity and determination in the face of adversity.
Makela’s presence inside Desert Diamond Arena brought that legacy to life — a living link to the kind of sacrifice and resilience that built this nation. His story, like Bons’, reflects the unyielding strength found in service — the grit to push forward, the heart to serve others and the belief that true heroes don’t seek the spotlight; they simply answer the call. Those same values lie at the core of the Be Cowboy Award
Though Bons could not attend in person, Ruben Napoleon, director of base relations for Military Assistance Mission (MAM), accepted the honor on her behalf.
A Gold Star mother is a woman who has lost a son or daughter in military service to the United States. For Bons, that title is both a mark of grief and a call to action. In 2005, her son, Sgt. Michael Adam Marzano, was killed in action during Operation Iraqi Freedom at age 28. In the months that followed, she channeled her heartbreak into purpose, founding Military Assistance Mission — named for her son, whose initials spell out “M-A-M.”
What began as one mother’s tribute to her fallen son has grown into one of Arizona’s most impactful military nonprofits. MAM provides emergency financial assistance to struggling service members and their families, covering urgent needs such as rent, car repairs and utility bills. The organization also hosts annual baby showers for military parents, delivers Christmas gifts to children with deployed parents, and provides back-to-school supplies and haircuts to ensure no military child feels supported in the absence of their loved ones serving far from home.
Bons built the program around speed, privacy and compassion — values often missing from larger bureaucratic systems. She believes military families deserve timely help without judgment or red tape, and under her leadership, MAM often processes requests and issues aid within the same day. For service members hesitant to ask for assistance, that discretion and immediacy can mean everything.
Her empathy comes from experience. As the mother of a Marine, Bons understands the pride, the sacrifice and the unspoken challenges that come with service. She has said that those in uniform often endure hardship quietly, unwilling to ask for help. That understanding drives her to ensure that no military family faces crisis alone.
Over the years, MAM’s programs have reached thousands across Arizona, from hosting Operation Holiday Open House events to partnering with organizations such as USAA and Caliber to provide vehicles to veterans in need. Her leadership has united communities around a simple mission: take care of those who take care of us.
The connection between Bons and her son’s sacrifice runs deeper than loss — it embodies the very essence of the cowboy spirit. Just as Sgt. Marzano gave his life in service to others, Bons has given hers in service to those left behind. Her strength mirrors the cowboy values of honor, grit and endurance — the quiet determination to stand tall even when the trail gets rough.
As Vince Makela handed the award to Ruben Napoleon on Bons’ behalf, the crowd rose in a standing ovation, honoring both her son’s ultimate sacrifice and her own lifelong commitment to others — and, by extension, every son, daughter, mother, father, sister, brother and friend who has sacrificed for this great country.
From all of us at PBR and Horse Soldier Bourbon — thank you, Margy Bons, for turning loss into light, for lifting others when it matters most and for reminding us what it truly means to Be Cowboy.
Photo courtesy of Bull Stock Media