Yellowstone’s Cole Hauser Champions Veterans and Cowboy Grit at PBR Finals

At the Professional Bull Riding (PBR) finals in Arlington, Texas, Cole Hauser, the rugged star of Yellowstone, didn’t just talk about his love for the cowboy life—he doubled down on his commitment to veterans. The 50-year-old actor, whose grandfather was a Marine, shared his passion for giving back to those who’ve served, emphasizing that their struggles don’t end when wars do. "It’s not just Memorial Day; it’s every day," Hauser told reporters, his voice carrying the weight of someone who’s seen the toll of service up close.

Through his coffee company, Free Rein, Hauser channels his energy into supporting veterans, active-duty military, first responders, nurses, and teachers. Their "Buy a Bag, Give a Cup" initiative donates a cup of coffee—or its equivalent—for every bag sold. It’s a small gesture with big heart, rooted in Hauser’s belief that patriotism isn’t just a buzzword but a call to action. He’s been at this for years, visiting places like Walter Reed and bases in Afghanistan, driven by a sense of duty to those who’ve sacrificed.

Hauser’s no stranger to hard work himself. On Yellowstone, he plays Rip Wheeler, the ranch’s tough-as-nails enforcer, a role that’s demanded he become a master horseman. "I was decent when I started, but I’ve put in the work," he said, crediting trainers for helping him embody the cowboy ethos. That same grit shines through in his latest project, a PBR campaign called "Be Cowboy." As producer, writer, director, and star, Hauser crafted a four-minute spot that premiered at the PBR World Finals, celebrating the cowboy spirit—grit, heart, and respect. "It’s a ‘Yes, sir, No, ma’am’ world," he said, marveling at the timeless values he’s found in the PBR community.

With a Yellowstone spinoff on the horizon alongside co-star Kelly Reilly, Hauser’s juggling a lot—acting, producing, and advocating. Yet, his focus remains clear: honor the past, uplift the present, and keep pushing forward.