Howdy, partner! Let me tell you a story about grit, resilience, and a cowboy’s determination to turn personal adversity into a business that touched thousands of lives. If you’ve ever tuned into Shark Tank, you might remember Ryan “Cowboy” Ehmann, the energetic rodeo rider who strutted into the tank with his fitness program, Lose 12 Inches with Any 12 Workouts. His story is more than just a business pitch; it’s a tale of overcoming challenges, embracing innovation, and inspiring others to transform their lives.
Let’s saddle up and take a deep dive into Cowboy Ryan’s journey—from his rodeo days to his Shark Tank pitch, and beyond.
From Rodeo Dreams to Fitness Visionary
Ryan Ehmann wasn’t always a fitness trainer. In fact, his first love was the rodeo. Growing up in Montana, Ryan dreamed of conquering the rodeo circuit. For 14 years, he lived that dream until a devastating back injury threatened to end it all. Doctors told him he would never ride again—a sentence that left him physically broken and emotionally lost. For two years, he lived in a camper in Texas, mourning the loss of his career.
But as any cowboy will tell you, life is about getting back on the horse. Inspired by motivational speaker Tony Robbins, Ryan decided to take control of his fate. He became a certified personal trainer and used fitness to rehabilitate his body. Not only did he recover; he returned to the rodeo and won the National Championship for bareback riding in 2004.
After another injury forced him to retire for good in 2006, Ryan realized his true calling: helping others overcome their own obstacles through fitness. He developed the Lose 12 Inches with Any 12 Workouts program—a revolutionary system based on heart rate zone training that promised measurable results in just 12 workouts.
The Shark Tank Pitch: A Cowboy’s Charm Meets Innovation
Ryan made his unforgettable appearance on Shark Tank during Season 4, Episode 19, aired on March 8, 2013. Decked out in full cowboy attire, he burst into the tank with an enthusiastic yell and an infectious energy that instantly captivated the Sharks.
The Ask
Ryan sought $120,000 for 25% equity in his company. He explained that his program combined heart rate zone training with customizable workouts, allowing users to burn fat efficiently without overexerting themselves.
The Pitch Highlights
- Ryan demonstrated his system by showing off his “rodeo abs,” earning laughter and applause from the Sharks.
- He shared client success stories and explained how his DVDs and heart rate monitors worked together to track progress.
- His enthusiasm was contagious—he wasn’t just selling a product; he was selling hope.
Memorable Moments
One standout moment was when Daymond John remarked that Ryan himself was “the brand.” The cowboy persona wasn’t just a gimmick; it was the essence of what made the program relatable and inspiring.
The Deal: A Partnership with Daymond John
Ryan’s energy paid off when Daymond John offered him exactly what he asked for: $120,000 for 25% equity. While other Sharks passed on the deal, Daymond saw potential in Ryan’s charisma and unique approach to fitness.
This partnership marked the beginning of a new chapter for Cowboy Ryan. With Daymond’s mentorship and branding expertise, Ryan expanded his business beyond DVDs to include gym franchises and meal plans.
A Data-Rich Look at Cowboy Ryan’s Shark Tank Journey
Here’s a detailed breakdown of everything you need to know about Cowboy Ryan’s Shark Tank experience and beyond:
| Category | Details |
|---|---|
| Product Name | Lose 12 Inches with Any 12 Workouts |
| Founders | Ryan “Cowboy” Ehmann |
| Season & Episode | Season 4, Episode 19 |
| Ask (Investment & Equity) | $120,000 for 25% |
| Final Deal | $120,000 for 25% |
| Shark(s) Involved | Daymond John |
| Memorable Episode Moments | Cowboy yell; unbuttoning shirt to reveal abs; Daymond calling him “the brand” |
| Current Net Worth | Estimated $1.3–$1.6 million |
| Current Business Status | Rebranded as Barre6; operates one gym in Merrick, NY |
| Revenue Since Shark Tank | Over $1 million in early sales; current revenue figures undisclosed |
| Social Media Presence | Active on Instagram (@cowboyryanhotrods) |
| Key Achievements | Rebranding efforts; featured on Shark Tank updates |
Post-Shark Tank: The Ride Gets Bumpy
After Shark Tank, Ryan experienced both highs and lows:
Early Success
- Within six weeks of airing, sales surged by $80,000.
- His DVDs gained international traction in markets like Australia and Germany.
- He opened gym locations in Colorado under the “Cowboy Ryan” brand.
Challenges
Despite early momentum, scaling the business proved difficult. Missteps in marketing and franchise management led to setbacks. By the time COVID-19 hit in 2020, most of his physical gyms had closed.
Rebranding as Barre6
In June 2021, Ryan rebranded his business as Barre6 Fitness—a boutique-style gym offering high-intensity workouts combined with heart rate zone training. While he announced plans for multiple locations, only one gym remains operational in Merrick, NY as of January 2025.
Current Status: Where Is Cowboy Ryan Now?
Today, Ryan continues to inspire others through fitness while maintaining an active social media presence. Here are some key updates:
- Business Operations: Barre6 Fitness operates one location in Merrick, NY.
- Net Worth: Estimated between $1.3–$1.6 million.
- Market Presence: The Lose 12 Inches program is still available online but has shifted focus away from physical gyms.
- Partnership with Daymond John: While their business didn’t generate significant financial returns for either party, their friendship endures—a testament to their mutual respect.
Lessons from Cowboy Ryan’s Journey
Cowboy Ryan’s story offers valuable insights for entrepreneurs:
- Personal Branding Matters: Ryan’s cowboy persona made him memorable and relatable—a key factor in securing investment.
- Adaptability Is Crucial: Rebranding as Barre6 shows how pivoting can help businesses survive challenges.
- The Value of Mentorship: Daymond John’s guidance helped shape Ryan’s brand identity even when financial success proved elusive.
Conclusion: The Legacy of a Rodeo Cowboy Turned Entrepreneur
Cowboy Ryan Ehmann may not have built a billion-dollar empire, but his impact on the fitness industry is undeniable. His story is one of resilience—turning personal setbacks into opportunities to inspire others.
For aspiring entrepreneurs, Ryan’s journey serves as a reminder that success isn’t always linear. It takes grit, adaptability, and an unwavering belief in your vision to navigate life’s challenges.
So here’s to Cowboy Ryan—a man who proves that whether you’re riding broncos or building businesses, it’s not about how many times you fall but how many times you get back up. Woohoo! That’s what I’m talking about!