Beth Cross

As the co-founder and CEO of Ariat International, Beth Cross revolutionized equestrian sports by introducing performance technology into riding boots and treating equestrian riders as athletes. Over the last 31 years, Cross and the Ariat team have shaped Ariat into a global brand that remains a key part of western culture through its continued product innovation and steadfast support of rodeo, western athletes, and community charities.

One of eight siblings who grew up on a thoroughbred farm in Pennsylvania, her parents instilled a sense of courage and hard work at an early age. Cross earned her BA from the University of Colorado and an MBA from the Stanford Graduate School of Business.

While consulting for Reebok, Cross saw an opportunity to apply the principles of modern athletic shoe technology to equestrian footwear. She was personally familiar with the shortcomings of traditional riding boots, which had remained unchanged for more than a century. When Reebok turned down the idea, she left her job and co-founded Ariat in 1993 with Pam Parker, a classmate from Stanford.

Ariat has always valued authenticity as much as innovation. By including innovative features that were out of sight or subtly incorporated, Ariat’s performance footwear maintained traditional aesthetics, which strongly resonated with customers looking to benefit from cutting-edge technology while remaining authentic to western heritage.

As Ariat grows and expands into new categories, the brand remains deeply rooted in western culture. Ariat has earned the trust and loyalty of consumers across the West and the world, and its innovative products are ubiquitous in western communities, working ranches, and rodeo circuits. An ardent champion of rodeo, Ariat is an official partner of the Professional Bull Riders, Fort Worth Stock Show & Rodeo, Ariat Texas Rattlers, Ariat World Series of Team Roping, National High School Rodeo Association, Dickies Arena, and Bill Pickett Invitational Rodeo. Finally, charitable giving is one of Ariat’s most important company values, and Ariat supports several nonprofits that support rodeo and the western way of life, including the Western Sports Foundation and American Hero Celebration.