The JB Quarter Horses Incentive Program
A Legacy of Opportunity
In the competitive world of performance horses, few privately developed incentive programs have made a lasting impact quite like the JB Quarter Horses Incentive Program. Built on foresight, commitment, and a deep respect for the industry, the program has become a benchmark for how breeders can actively invest in the future success of their horses and the riders who compete them.
Developed by JB Quarter Horses, now MC Quarter Horses named from her daughters initials. This incentive program was designed with a clear purpose: to reward performance, encourage opportunity, and elevate the value of horses bred under the JB program. At a time when incentive programs were largely driven by associations or large organizations, JB Quarter Horses demonstrated how a private breeder could step forward to directly support competitors and strengthen confidence in their breeding program.
"I’ve always wanted this to be a realistic incentive. We wanted everyone that rides one of our horses — or horses they’ve raised by our stallion — to feel they have a legitimate shot. You don’t have to win the NFR to win our incentive money or place first at any of the toughest futurities in the world.
Show up, make a good run and you have a chance."
The JB incentive rewards eligible horses for their success in the arena, providing added financial motivation for owners, trainers, and riders. By offering payouts tied to performance, the program not only celebrates winning runs but also acknowledges the countless hours of preparation, training, and dedication that go into every competition season. This structure has made JB-bred horses attractive investments for competitors across multiple disciplines for decades.
Beyond the financial aspect, the program reflects a philosophy rooted in accountability and partnership. JB Quarter Horses has consistently stood behind the horses they produce, reinforcing trust between breeder and buyer. This commitment helped build long-term relationships within the horse community and strengthened the reputation of JB-bred horses as both competitive and marketable.
The success of the incentive program is mirrored in the arena, where JB offspring have proven their ability at high levels of competition. Their consistency speaks to thoughtful breeding decisions and a long-term vision focused on athleticism, soundness, and trainability—qualities that translate into longevity and success for riders at every stage of their careers. Including the highest level of youth and junior rodeo associations, large jackpots, AQHA world, The American and the Famous National Finals Rodeo.
Today, the JB Quarter Horses Incentive Program stands as a testament to what is possible when breeders invest not only in bloodlines, but in people. By rewarding achievement and supporting competitors, the program has helped shape a culture of opportunity—one that continues to influence the performance horse industry and inspire future generations of breeders to think beyond the sale and into the legacy they leave behind. Many breeders and stallion stallions have followed in Dee Braman's footsteps by starting private incentives all over the quarter horses industry.
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