Some people spend their lives looking for ways to make a difference.

Others simply make it part of who they are.

For Deb Rothwell, service isn't something reserved for special occasions or moments of recognition. It's woven into her everyday life, from caring for horses and supporting veterans to organizing community fundraisers and finding new ways to honor those who have served.

And if there's one thing Rothwell has proven, it's that even life's toughest challenges aren't enough to slow her down.

A two-time cancer survivor, Rothwell has faced battles of her own. But rather than allowing those experiences to define her limitations, she's used them as motivation to continue making a difference in the lives of others.

For her compassion, resilience and unwavering commitment to service, Rothwell was recognized during PBR Teams: Go Bowling Maverick Days at UBS Arena in Belmont Park, New York, with the Horse Soldier Bourbon Be Cowboy Award.

The award recognizes everyday heroes who embody the values long associated with the cowboy way of life — courage, integrity, resilience and a willingness to put others before themselves.

And Rothwell has made those values a way of life.

A true patriot at heart, Rothwell has dedicated countless hours to volunteering with the Warrior Ranch Foundation, an organization that provides free equine-assisted therapy to veterans and first responders who may be struggling with post-traumatic stress disorder or other forms of trauma.

At the ranch, the connection between humans and horses offers something that words sometimes cannot.

For veterans and first responders carrying the weight of difficult experiences, spending time with horses can provide an opportunity to rebuild trust, develop confidence and find a sense of peace.

And behind those experiences are people like Rothwell, whose contributions help make that work possible.

Whether she's feeding and caring for horses, managing social media outreach or capturing moments through her photography, Rothwell approaches every responsibility with the same dedication.

Some days, that means getting her hands dirty around the stables.

Other days, it means making sure the stories of the people and animals at Warrior Ranch reach an audience beyond its gates.

But regardless of the task, her mission remains the same.

Help where help is needed.

Her commitment doesn't stop at the ranch.

Rothwell has also become a driving force behind the Warrior Ranch running team, organizing participation in local 5K events and bringing volunteers, supporters and community members together around a common cause.

It's an opportunity to raise awareness, build camaraderie and remind veterans and first responders that their communities haven't forgotten them.

For Rothwell, those efforts carry an especially personal meaning.

Her late father, William Thomson, served in the United States Marine Corps.

Honoring his memory and the sacrifices made by veterans across the country has become one of the driving forces behind her volunteer work.

Whether she's running a marathon, climbing the steps of the Freedom Tower or taking on the Empire State Building, Rothwell continues finding ways to pay tribute to her father and the men and women who have served.

Each challenge represents more than another physical accomplishment.

It's a chance to remember.

A chance to give back.

And a chance to encourage others to do the same.

That determination becomes even more remarkable considering the obstacles Rothwell has overcome herself.

As a two-time cancer survivor, she understands what it means to face uncertainty, summon strength and keep moving forward when the road ahead isn't easy.

But her personal health battles haven't diminished her commitment to helping others.

If anything, they've strengthened it.

Those experiences have only reinforced her determination to support people facing difficult circumstances of their own, whether through charitable fundraising, community outreach or the everyday work of caring for others.

It's a spirit that extends into her professional life as well.

As the owner and operator of Thunder Road Stables, Rothwell has built another part of her life around her love for horses and her commitment to making a positive impact.

For someone who spends so much of her time bringing people and horses together, the cowboy way of life isn't simply an idea.

It's something she practices.

And while professional bull riding celebrates courage in the arena, the Be Cowboy spirit has never been limited to the eight seconds between the chute gate opening and the whistle blowing.

Sometimes, courage means confronting a challenge that seems impossible.

Sometimes, resilience means getting back up after life knocks you down.

And sometimes, being a cowboy means showing up for someone else, day after day, without expecting anything in return.

Rothwell embodies all three.

Her dedication to the Warrior Ranch Foundation, her fundraising efforts and her continued commitment to honoring veterans reflect the kind of strength that doesn't always make headlines.

It's the quiet work. The early mornings. The countless hours spent volunteering.

The willingness to take on one more responsibility because somebody needs a hand.

And perhaps what makes her contributions most meaningful is the humility with which she carries them out.

Those who know Rothwell recognize that her impact extends far beyond the number of hours she volunteers or the events she helps organize.

She builds relationships, brings people together and creates opportunities for others to experience kindness when they may need it most.

Her work reminds us that service doesn't always require a uniform, a title or an audience.

It requires a willingness to care.

And that made the man presenting Rothwell with the Be Cowboy Award especially fitting.

Chief Warrant Officer 4 Robert "Bob" Pennington, U.S. Army, Retired, served more than 30 years in the Army, including 26 years as a Green Beret.

Following the Sept. 11, 2001, terrorist attacks, Pennington served as assistant detachment commander for Operational Detachment Alpha 595 during one of the most historic missions of the early war in Afghanistan.

Pennington and his fellow Special Forces soldiers partnered with Afghan forces and traveled into the country's unforgiving terrain on horseback to fight Taliban and Al-Qaeda forces vastly larger than their own.

It was a mission that combined modern military training with a mode of transportation more familiar to the cowboys of the American West.

The soldiers became known as the Horse Soldiers, and their remarkable mission later inspired books and films, including Horse Soldiers, 12 Strong and Legion of Brothers.

Pennington later became a Distinguished Member of the Special Forces Regiment and was inducted into the Georgia Military Veterans Hall of Fame.

Today, he and fellow former Special Forces soldiers are among the veterans behind American Freedom Distillery and Horse Soldier Bourbon.

And at Maverick Days, Pennington helped carry that legacy forward by recognizing someone whose own commitment to service has taken a very different form.

Pennington and Rothwell arrived at UBS Arena by different roads, but both built their lives around service, sacrifice and responsibility to others.

One rode into Afghanistan on horseback to serve his country.

The other has spent countless hours caring for horses that help veterans and first responders navigate their own battles.

Different missions.

The same commitment to helping others.

And for Rothwell, that commitment is rooted in a lifetime of love for her country, her family, her community and the horses that have become such an important part of her mission.

When she was recognized in front of the crowd at UBS Arena, the moment celebrated something much bigger than any single accomplishment.

It honored a life dedicated to lifting others up.

Because being a cowboy isn't about never facing adversity.

It's about what you choose to do after facing it.

It's about having the strength to keep going, the compassion to help someone else along the way and the humility to do it without asking for applause.

For Deb Rothwell, those aren't simply values to admire.

They're values to live by.

And that's what makes her a cowboy.

From all of us at PBR and Horse Soldier Bourbon, thank you, Deb Rothwell, for reminding us what it truly means to Be Cowboy.

Stay tuned after each PBR Teams event of the 2026 season as we continue to spotlight the local heroes and changemakers who inspire us.

Photo courtesy of Bull Stock Media