For the first three seasons of “Yellowstone,” I found myself frequently at odds with John Dutton. It wasn’t a disagreement that would warrant a trip to the infamous train station courtesy of Rip Wheeler, but more of a consistent thought that Dutton, for all his ranching prowess, could have benefited immensely from a savvy business mentor.
Let’s delve into why, but be warned, spoilers lie ahead if you’re not beyond Episode 2 of Season 4.
John Dutton, the patriarch of the Yellowstone Dutton Ranch, embodies resilience. A sixth-generation rancher, he’s carved out a life from the Montana land with grit and determination. His family’s sprawling property, a jewel in the valley, has perpetually been coveted and contested, and John now faces perhaps his most formidable adversaries.
Despite the ranch’s vastness and undeniable value, “Yellowstone” subtly underscores a critical point: its profitability is precarious. The Duttons are in a constant battle against escalating property taxes and the relentless surge in labor, fuel, and feed costs. Factor in the notoriously volatile beef market, and you have a quintessential, high-stakes entrepreneurial tightrope walk.
While the narrative layers in external pressures—corporations eyeing land for development and the claims of Indigenous peoples—let’s focus purely on the ranch’s economic realities.
Data from Statistics Canada in 2019, a relevant proxy for Montana’s agricultural landscape, highlights a stark truth: “Beef cattle farms maintain the lowest average operating profit margins.” Expanding on this, while cattle ranch operating revenues saw a 5.7 percent increase, operating expenses outpaced it at 6.3 percent, compressing the average profit margin from 6.2 percent to a slender 5.7 percent in 2018.
These figures, while not as thin as the notoriously challenging restaurant industry’s 3-5 percent profit margins (as noted in this article), paint a concerning picture. This becomes even more alarming when considering the wild swings in beef prices, which can fluctuate dramatically, like the 28 percent shift observed from October 2020 to September 2021. (Fortunately for Dutton, this particular swing was in a favorable direction).
This economic backdrop underscores a universally relatable entrepreneurial challenge. While gym owners might not grapple with commodity price volatility, they navigate a similar landscape of rising operational costs, staffing dilemmas, fierce competition, and lease negotiations. And their “cattle”—clients—can be equally unpredictable, lured away by competitors, demanding discounts, or venturing out to establish their own fitness endeavors.
John Dutton’s strategic advantage lies in his land, a multi-million dollar asset. Yet, his staunch refusal to leverage this asset, bound by a promise to his late father, forms a central conflict in “Yellowstone.” This unwavering commitment to heritage over pragmatism creates the very tension that fuels the show’s compelling drama.
Beth Dutton, John’s daughter, acutely grasps this precarious position. The family’s resident business titan, she’s portrayed as a force of nature. Kelly Reilly’s portrayal of Beth is captivating, redefining the archetype of “strong female” within a genre often dominated by stoic masculinity. One can surmise that upon John’s passing, Beth would likely liquidate the ranch for a substantial sum, yet she remains fiercely loyal, engaging in constant battles alongside her father as long as he stands his ground.
As Season 4 unfolds, we see the Duttons leasing land to developers as John recovers from near-fatal injuries. This lease, while not ideal, represents a necessary income stream. Upon his recovery, John, though initially resistant, recognizes the shifting tides and makes a strategic pivot: investing in show horses to elevate the ranch’s national profile and unlock new revenue streams. This venture into high-end equine pursuits signals a nascent understanding of diversification and modern business strategy.
This brings us back to the initial premise: the potential impact of business mentorship for John Dutton.
Wisdom and Willpower: A Dutton Doctrine for Business
Imagine if John Dutton, renowned for his unyielding will, had occasionally tempered his stubbornness with external counsel. Had he sought guidance from a seasoned rancher who had successfully navigated industry shifts, perhaps the Yellowstone’s narrative wouldn’t be punctuated by violence and tragedy. Instead of resorting to extreme measures, John might be poised to bequeath a thriving, adaptable enterprise to his progeny, one that wouldn’t necessitate armed patrols of its borders.
Of course, such a pragmatic approach might diminish the dramatic intensity of “Yellowstone.”
However, for entrepreneurs, particularly in the fitness industry, embracing guidance is far from detrimental.
Fitness entrepreneurs often mirror John Dutton’s grit and tenacity. They are hardworking, hands-on, and deeply invested in their craft.
The encouraging reality is that the fitness industry, while demanding, presents a more navigable landscape than the volatile world of ranching. And crucially, resources and mentorship are readily available.
Consider this: top-tier gyms consistently achieve a 33 percent profit margin, a benchmark attainable for many with the right strategies. Unlike commodity markets dictating prices, fitness businesses have greater control over their pricing, directly linked to the value they deliver to clients.
Another point of comparison: John Dutton’s financial strain leads him to make risky decisions, like attempting a dangerous horse ride for prize money, risking injury. In contrast, effective business mentorship can equip gym owners to create systems where staff can earn more, benefiting both individual income and business profitability simultaneously.
Building a robust, profitable fitness business with generational staying power doesn’t require Dutton-esque levels of conflict. It often simply requires the strategic insights of a mentor. If your fitness “ranch” feels like it’s facing similar pressures, seeking guidance is a proactive step towards securing its future. Explore mentorship opportunities here.
Then, as you watch John Dutton navigate the turbulent world of “Yellowstone,” you can do so with the confidence that your business is charting a more stable course.
