In the Spring of 2004, Cross E Bucking Bulls was born. Craig Ellis, along with his sons Heath and Ryan, purchased three cows at the D&H Bred to Buck Sale. Just five years later, they had a champion.

Back in Ardmore, Okla. almost to the day of the anniversary that they had purchased those first Page cows, Cross E won the first ABBI American Heritage Derby. Picking up a check for over $42,000 for the 91-point score of their 3-year-old bull 602 Ricochet seemed like a dream.

“We didn't expect to win the Derby in Ardmore,” confided Heath, “but we knew we were buying quality and breeding to quality, so we expected to have success, but maybe just not this much so quickly. Our goal was to be in the Top 10 in Ardmore, but we didn't know if he'd be good enough to win.”

“I can't even explain how we felt that night,” said Heath the day following their bull's victory. “It was pretty crazy! He’s bucked his tail off since day one and we knew once he grew into himself he’d be pretty solid.”

Ricochet may have big-time talent, but Cross E Bucking Bulls is definitely a small breeder. Their herd measures just around 30 cows and heifers and 20 bulls, ranging from yearlings to breeding bulls. But Cross E, based out of Comanche, Okla., is proof that quality counts over quantity.

“If we're going to spend the money and the time, we're going to do things right,” explained Craig of the theory behind the formation of Cross E. It was pretty black and white for Cross E: buy proven genetics, work hard as a family and enjoy the results,” shared Heath. “We got into it because we thought bucking bulls were exciting and it was something we could do as a family.”

Heath works with Craig at his metal building construction and contracting company. Ryan is a firefighter for the city of Duncan and helps take care of the cattle on his days off.

“So far, Ardmore has been the highlight for me since we raised that bull. I'm relaxed as I can be when I'm around the bulls. Bulls don't worry me, but my job does sometimes. Taking care of them isn't work to me. Work is at the fire station, where I have 24 (hours) on and 48 (hours) off,” said Ryan, whose schedule allows him to help out with the bulls but gives him few days actually “off.”

“We get up every morning. Make the rounds, get the bulls, check the cows, exercise the bulls. When it cools off we feed. Then by the time you're done, it is morning and it is time to start over again. So I guess it is non-stop basically, but I really enjoy it though.”

“We’d raised some commercial cattle,” said Craig, “I'd been in the racehorse business and my dad had been in the racehorse business. My youngest son Ryan had rodeoed a lot as a calf roper and we enjoyed rodeos, especially the bull section of it. So we thought we'd try our hand at bucking bulls.

“We started with H.D. and Dillon's stock, which really helped us out,” explained Craig. “We built up most of our herd from that. We also got some Rafter 7r and now we pick up a little blood here and a little blood there to diversify a little bit. We do what we can to help out our program and help out others with their programs when we can.”

The entire Ellis family enjoys being involved in the industry. Craig’s wife Kelly, Heath’s wife Mandi and Ryan’s wife Tiffany are all an essential part of Cross E's success. Heath and Mandi’s boys— twins Myles, and Dillon and big brother Landon—are already well on their way to growing up to be cowboys and carrying on the family business. Ryan and Tiffany are expecting their first child this November.

“Kelly helps me with everything,” said Craig proudly, “whether it is hauling hay or feeding or splitting cows off; she's right there with us. Kelly keeps up with the books and sends all the paperwork in. Tiffany keeps up the website and knows as much about the cows and bloodlines as any of us.”

Ricochet's sire is Wildlife and dam is Rafter 7r 8, who they purchased at the Page sale and originally came from Ronnie Roach. “We bought her at the Page sale a few years ago and Ricochet was already in her belly,” elaborated Heath. “I believe the Pages got her from Mitch Terrell.”

Their other bloodlines include Panhandle Slim, 301 Sports Machine, Backlash, Hotel California, Nite Life,Winchester, Rock-N-Roll and Up N Smoke. Besides Ricochet, some of their current herd sires include K21 Skum Bum and Ellis 507 Check Out Time (out of Hotel California and a Larry the Cable Guy daughter). 560 Tango, who is a Spook son, they are also breeding with starting this season. They purchased some more cows at the most recent Page sale and picked up a DiMaggio daughter from Boyd-Floyd Bull Co.’s recent sale.

“We have some good yearlings coming up, so I think our futurity calves next year will be really tough,” said Heath. This year their Futurity bull 705 Octane placed 17th in Ardmore and 10th at the Spring Spectacular. Octane is a Rock-N-Roll son.

“I think next year we'll be able to compete with everybody,” reflected Heath. “I’ve talked to Brad and Toby quite a bit and they've given me some advice on how to handle things; they're really good guys. We're just going to get deeper and deeper into this thing. Our ultimate goal is to win the Classic in Las Vegas someday.” That day may be closer than they think, thanks to a black bull with a white face.

“We don’t want to push Ricochet since he's just a 3-yearold, but we’ll take him and try to make another event or two with Octane and maybe we'll make it to Vegas,” reflected Craig. Whether or not there are Cross E bulls bucking in Nevada, the Ellis family will be in attendance at the PBR and ABBI Finals in the Fall.”We never even miss watching a single PBR performance on TV.”

The Ellis family enjoyed meeting new people in Ardmore and are always happy to talk to people looking to get into the industry.

“What really excites me is the possibility of new people coming into this business,” said Craig. “There are a lot of PBR fans who'd love to be involved with the bucking bulls.” Cross E is serious about getting other people involved, and is open to partnering on bulls with people who are truly passionate about the sport.

“My brother was a jockey so I've been around the horse business, said Craig, “A lot of the opportunities in the ABBI remind me of the opportunities that there were in the racehorse business. The ABBI is doing a great job of getting it out there to the people, and I think it has a great future.”

Added Heath, “I hope our win inspires other small breeders. In order to win at the ABBI you need to have the best bull at the event—it doesn't matter the size of your program.”

“One of the best things about being in the business is the people we’ve met and the friends we’ve made,” concluded Craig.“It’s not a cheap thing to get into and it isn’t an easy thing to do. But it is rewarding if you enjoy bucking bulls and it is a great thing for a family to do. If you don’t do things together, you grow apart. That is true with a family or a marriage. We’re making great memories and that is what life is all about anyway—enjoying life, and giving the good Lord all the credit!”