Jonathan Sepp and Brittany Masters own and operate a sustainable bison ranch in Plains, Montana. Beyond its active, regenerative practices, they also host guests in a collection of cabins where you’re welcome to vacation in the wilderness. But make no mistake, they’ll put you right to work. Team Tecovas visited The Hightail Ranch to shoot our newest collection for the holidays and cherish one of life’s greatest gifts—the American West.
Team Tecovas: Thank you both for joining us today. To start, can you each tell us a bit about how the idea for The Hightail Ranch came about?
Jonathan: “I founded The Hightail Ranch back in 2014. Initially, it started as a dream of raising bison and stewarding the land in a way that felt responsible and aligned with nature. I bought nine bison on a small piece of land I’d saved up for. Over the years, it grew—then shrank—and grew again. It took a lot of trial, error, and a willingness to adapt to the land and its challenges to get to where we are today.”
Britt: “When I joined Jonathan, we decided to focus on creating something that not only raised bison sustainably but also offered people an opportunity to experience the West firsthand. It’s been a passion project for us both, and now The Hightail Ranch is more than just a working bison ranch; it’s a place where we connect people to the land, animals, and a lifestyle that many have lost touch with.”
Team Tecovas: What makes The Hightail Ranch different from other ranches, especially those offering guest experiences?
Britt: “We aren’t trying to be a dude ranch or some kind of Western-themed vacation spot. Our guest component is small, deliberately so, and it’s meant to give people a chance to participate in the daily workings of a real, fully operational bison ranch. When guests come here, they’re building fences, checking water sources, helping move the bison—activities that are raw, authentic, and contribute to the regenerative process.”
Jonathan: “Exactly. We’re not packing this place with tourists—it’s all about meaningful, hands-on experiences. It’s not just about ranching—it’s about raising wild animals on a massive, untamed land base. People leave with more than just memories. They leave with a sense of accomplishment, purpose, and an awakening to the challenges and beauty of the West. You can’t get that from simply watching or pretending to be part of it.”
Team Tecovas: Regenerative ranching is at the heart of what you do. Could you explain what that means in practice?
Jonathan: “Regenerative ranching is about stewarding the land in a way that adds back more than we take. We move our bison around the land in patterns similar to how wolves once influenced their grazing. This method restores the grasslands and creates healthier ecosystems. It’s not just about grazing—it’s about restoring the natural processes that keep the land vibrant and productive.”
Britt: “And it goes beyond the land. We want our guests to experience regenerative agriculture firsthand. It’s about connecting them to the process. When they leave, they’re taking that sense of stewardship with them. It’s the idea that what you do has an impact, and here, you get to see that impact in real time. Whether you’re helping move the bison, building fences, or simply watching the sun rise over the mountains, you’re part of something larger than yourself.”
Team Tecovas: Brit, you mentioned connecting guests to the West in a real way. What kind of impact do you hope they leave with?
Britt: “I hope guests walk away with a deeper appreciation for the West and an understanding of how fragile and special it is. We throw people into the thick of it—there’s no pretending here. You’re actively participating in regenerative agriculture, not just learning about it. Guests often leave with a new perspective—whether it’s from the hard work, the quiet reflection, or the connection with nature. They realize that preserving the West isn’t just about admiring it from a distance—it’s about actively stewarding the land and the animals.”
Jonathan: “And it’s not a one-size-fits-all experience. Everyone leaves with something different. Some gain a renewed sense of purpose, others an appreciation for the effort it takes to maintain these lands. We encourage guests to embrace the unpredictability of ranch life, whether they’re fixing fences, checking water, or helping with a bison roundup. They see that ranching isn’t just a job—it’s a lifestyle that requires adaptability and resilience.”
Team Tecovas: Speaking of resilience, you both emphasize hard work and the symbolic nature of cowboy boots. Can you talk about that?
Jonathan: “Boots are a reflection of your journey. Out here, they get dirty, scratched, and worn, which is exactly what they’re meant for. Each mark tells a story of the land, the labor, and the year’s work. To me, they’re a reminder of the daily effort we put into building this ranch and the character we’re trying to shape within ourselves.”
Britt: “Exactly. Boots symbolize something much more than just an outfit. They remind us of the resilience and hard work that comes with this lifestyle. When you put them on, it’s like you’re stepping into a tradition that connects you to the West. Even if guests don’t live here permanently, wearing boots allows them to carry a piece of the ranch with them—a daily reminder to elevate themselves, to keep chasing their goals, and to contribute positively to their world.”
Team Tecovas: You mentioned building traditions while also balancing innovation. How does that play out on the ranch?
Britt: “We’re first-generation ranchers, so we don’t have long-standing traditions passed down to us. We’re figuring things out as we go. Bison ranching is very different from traditional beef operations. There’s no set formula, so everything from moving the bison to managing the grasslands is an ongoing learning process. It allows us to create our own traditions while still honoring the natural ways of working with the land.
Jonathan: “Right. It’s a blend of the old and the new. We respect traditional methods of ranching, but with bison, we have to pioneer our own path. The only tradition we follow is that nature dictates the process. Unlike cattle, bison are still wild animals. We adapt to them rather than forcing them into the constraints of typical ranching methods. It’s about finding the balance between modern practices and allowing nature to function as it was meant to.”
Team Tecovas: What about the community aspect of the ranch? How important is that to your operation?
Jonathan: “Community is everything here. Everyone who works on this ranch lives here, and there are no nearby towns or grocery stores. We’ve built a close-knit environment where everyone does every job. Most of our full-time ranch hands are veterans, and we source them not just as a way to give back, but because they come with a sense of service and purpose. It’s about building real connections and fostering a family dynamic among people who aren’t necessarily blood-related.”
Britt: “It’s vital that people feel they belong and that they’re contributing to something larger than themselves. Whether it’s celebrating birthdays, holidays, or simply working together through the daily grind, we focus on creating a sense of togetherness. This sense of community isn’t just important for us internally; it’s something we want our guests to experience as well. When people leave, they often feel like they’ve become part of our ranch family.”
Team Tecovas: If you were to sum up the “gift of the West,” what would that mean for each of you?
Britt: “For me, the gift of the West is about providing a space for people to rediscover what they value—adventure, ethics, quiet reflection. It’s an opportunity to step away from the chaos of modern life and reconnect with something fundamental. When guests leave, they take that inspiration with them, and it stays with them in small ways, like the cowboy boots they wear.”
Jonathan: “I’d say the gift of the West is the environment it offers for building character and living out those Western values—hard work, resilience, pursuit of a higher purpose. When people come here, they get to immerse themselves in those values and take that experience back home. It’s a reminder to elevate themselves and work on who they want to be. That’s the essence of what we’re offering.”