Cliff Robertson wrote, produced, directed and acted the lead in this film about a rodeo performer. The rodeo footage in this film was shot at actual rodeo competitions. Rodeo rider J.W. Coop (Robertson) has just spent ten years in jail for passing bad checks. He comes out and discovers that everything except his crazy mother (Geraldine Page) has changed. Riders don't compete in all-around events anymore, but fly all over the country in private planes to compete in the same event in several rodeos a day. Furthermore, the sexual liberation movement has changed the way women relate to men. He is nonplused to discover a hippyish woman (Cristina Ferrare) who wants a no-strings relationship with him. The idea of health food catches him by surprise, too. Coop wants and needs to win a national rodeo championship, despite all the new challenges he faces.