The target population of the event is hard-working individuals from rural and underserved communities; however, all are welcome to participate. Men and women from rural communities are a population that is often difficult to reach because of both the nature of their professions (e.g., ranchers and farmers) and their self-employment status, often leading to scarce insurance coverage. Additionally, rural communities tend to have limited access to healthcare simply due to the lack of providers in their area.

The National Western Stock Show provides the perfect setting to educate participants and gather data about their health and wellness at a relatively low cost to the Colorado AHEC Program Office.