Buckmasters Celebrates Major Milestones in Montgomery
The Buckmasters, a prominent outdoor organization with roots in Montgomery, is marking several significant occasions this year: the 30th anniversary of the Jackie Bushman’s Expo, the founder’s 70th birthday, and the organization’s 40th anniversary coming up in January.
Last weekend, the Expo at the Montgomery Convention Center drew a substantial crowd over a three-day period. Not only did many locals attend, but visitors from various states across the country joined in. The event featured archery competitions, numerous vendors, and a lively atmosphere surrounding both the Bulls & Buckmasters activities and the broader event itself.
The Expo originally started as the Buckmasters Country Jam, taking place for two years at the Georgia Dome in Atlanta. “A smaller event, sort of an Olympics, replaced us,” Bushman noted. “We thought it would be bigger, but it wasn’t. So, we decided to come to Montgomery. Alan Brewer measured out everything—venue space for the archery competition and vendors—and said, ‘Bush, we can make this work.’ We figured we’d be back here for a bit.”
Since that move, the Expo has called Montgomery home, with just a short three-year shift to Greensboro, North Carolina, in between. “We got the city’s involvement; even the governor and mayor jumped in,” Bushman added. “This was designed to be a family-friendly show, making it easier for folks to find hunting gear. We aimed for the third weekend of August to avoid conflicts with dove season and football. It’s the final show before hunting kicks off.”
Bushman expressed his surprise at the number of attendees who traveled significant distances to partake in the festivities related to outdoor and hunting culture. “I spent an hour at the Buckmasters booth and didn’t speak to anyone from Alabama,” he said. “People came in from Kentucky, Illinois, Tennessee, Georgia, and Florida. Oddly enough, the folks from Florida were mostly from northwest Florida. We even had kids fly in from Norway.”
“Now, with the addition of Whitewater Park, we’re creating a wonderful destination,” he said. “There are only three such parks like this in the U.S., and we’re pushing to make it a holiday hotspot.”
Inspired by the success of the bull riding events, Bushman sought to link it with Buckmasters. After some discussions about hosting an event on the Alabama Gulf Coast, he invited Jerry Bird from the Rodeo to Montgomery. The parking area near the convention center was measured, and in 2022, Bulls & Buckmasters was established, achieving remarkable success.
Bushman humorously recounted, “When I first explained the idea to the mayor, I must not have done a great job. He thought we’d have bulls running wild like in Spain! I had to clarify that was definitely not the plan.”
The parking lot became a bustling venue equipped for the bull riding event, which took place on Friday and Saturday nights. The Rodeo Company set up all necessary facilities, and the city provided additional seating. Bull riders from across the Southeast came to earn points for the professional Bull Riding circuit.
“There were around 1,500 spectators on either side, and people were standing everywhere,” Bushman reported. “We know we had at least 4,000 in attendance.”
Cody Harris, a rodeo cowboy who assists with the bull riding, added, “We had so many people, the area was packed.”
Bushman acknowledged how much things have changed since the Buckmasters was established in 1986, originally a print media venture aiming to reach audiences. Realizing he needed to adapt with changing times, he brought on a diverse crew to manage business operations and engage a new generation through social media.
“We still produce magazines for people aged 40 to 70 who are used to that format,” he said. “But the younger crowd, those in their 18s to 40s, they navigate a different space. That’s why I brought Cody and Ally Hall on board.”
“They’re working hard to keep me relevant at my age, and I’m doing my best to learn this new landscape,” Bushman added. With the Buckmasters turning 40 in January, he’s keen to facilitate this transition.
When asked if he believed Buckmasters would thrive in another 40 years, he replied, “Well, the good Lord has been with me for these 40 years. Recently, he said it was time to evolve, which we did. We aim to be wherever people can access content.”
He emphasized that whether it’s through magazines or a television program, the goal is to ensure they maintain a presence. “Samsung, the leading TV manufacturer globally, is creating new content. We want to be a part of that,” Bushman explained.
Reflecting on how hunting has evolved since the inception of Buckmasters, he pointed to the impact of trail cameras, which send alerts to devices when motion is detected. “Without trail cameras, I wouldn’t have half of the pictures I’ve got of big game,” he said. “They’re essential; those deer wouldn’t know we were there otherwise. I’m old school. I enjoy scouting, looking around for food sources and all that.”
“But honestly, as long as you get a hunting license and enjoy your martial choices, it shouldn’t matter to me. I often tell people to stop debating whether a compound bow or something else is better.”
Bushman noted that the expansion of the hunting community has made room for more diversity in participation. “It used to be just men hunting deer,” he stated. “Now, women are very involved. I often ask if someone wants to join us—it’s become a family affair. Mom, grandma, little girls—they’re all welcome, but you need to ask them to come along.”
“We’re examining the dynamics behind this growth, hoping sports will continue to flourish. Teaching the next generation about respect, gun discipline, and the reasons behind our practices is a valuable education,” he added.
Despite turning 70, Bushman shows no signs of slowing down, with a busy schedule of hunts planned for the upcoming fall. “I still love hunting,” he shared. “Travel isn’t my favorite, but once I’m there, I’m good to go. As long as people are interested, I’ll keep doing this. I’m ready for whatever comes next.”
“The Good Lord gave me this chance to make a living while enjoying nature, watching the world awaken at sunrise and settling down at sunset,” he concluded.
