This 4th of July weekend, I sat down with someone who truly embodies the American spirit—JJ Lund. A cowboy’s cowboy and a bold entrepreneur, JJ doesn’t just work hard and play hard—he somehow does both at the same time.

From starting companies before he even knew what the business was about… to buying airplanes, ranches, and bucking bulls on the national rodeo circuit… JJ lives big, bets on himself, and never backs down from a challenge. But beneath the grit and horsepower is a man who never forgets what really matters—his family, his people, and the land he calls home. This is what it looks like to live full throttle while keeping your heart grounded.