Crandon International Mourns Loss Of Iconic Personality “Cowboy” Herb Rosio

Crandon International Mourns Loss Of Iconic Personality “Cowboy” Herb Rosio
— Famed Figure Passes While Watching Crandon World Cup Coverage —

CRANDON, Wisconsin (October 16, 2019): His was the face seen for decades by the greatest off-road racers in the world. For more than 40 years, Herb Rosio and his famed white Stetson made sure all was well for both Pro and Sportsman drivers before setting them loose on Crandon’s legendary Landrush start.

Sadly, that iconic tradition is now relegated to the past as Rosio — far better known by his nickname of “Cowboy” — died last Sunday after suffering a massive heart attack.

Rosio will be best remembered for his signature run from vehicle to vehicle at the Crandon starting line, pointing and making eye contact with each competitor before they took to the course. Thousands of Crandon racers were safer for this simple, but memorable service, which was also seen and mentioned in countless television shows and live streams eminating from the “Big House.”

THE FACE THAT LAUNCHED A THOUSAND DREAMS: Beloved by three generations of Crandon racers, it was Herb Rosio’s distinctive style and enthusiasm that racers last saw before charging into the track’s infamous Forest County Potawatomi Turn 1.

Born on June 19, 1940, the 79-year old suffered a heart attack on Sunday, October 13, 2019 at his Crandon home. In a fitting turn of events given Rosio’s passion for all things Crandon, the incident occurred while Rosio watched the Crandon Red Bull Signature Series television show on FS1 along with hundreds of thousands of other fans.

Along with his role at the race track, Rosio will also be fondly remembered by the Crandon community for his multiple interests including making maple syrup, gardening, photographing mushrooms, motorcycling, snowmobiling, four wheeling and especially spending time with family.

Rosio is survived by his wife of 57 years, Norma “Tina” Rosio, daughter Lisa (Paul) Murray, granddaughter Nia (Taylor) Tauer and many great grandchildren, nieces, nephews and extended family and friends.

“We were aware that Cowboy’s health was suffering in the months leading up to our golden anniversary World Championship weekend,” explained Crandon President Cliff Flannery. “He told us that all he wanted was to be part of our big 50th celebration and then watch the Red Bull television coverage of the World Cup. If a man has to go, I think Herb found the way to go out on his terms. He was a huge part of the Crandon International family.”

DOWN THE LINE: As he had done thousands of times before, Cowboy checks with each driver to make sure he got the traditional “thumbs up” from each before letting them take a green flag for Crandon’s Land Rush start.

Memorial Services for Rosio will be held at 10:00am on Sunday, October 20, 2019 at the Seventh Day Adventist Church, Clear Water Lake. Online condolences for the family may be directed to

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Every athletic form of competition has its iconic “holy grail” location; magic places that organically merge time, place and history in locations often imitated — but certainly not duplicated. For off-road racing, that unlikely theater of speed is found deep within Wisconsin’s Northwoods at a place better known as the “Big House.” Located just 100 miles northwest of Green Bay and just outside of the tiny hamlet of Crandon (population: 1,386), for 50 years Crandon International Raceway has provided three generations of fans with dirt throwing, high-intensity action and history-making performances. Crandon’s purpose-built, 400-acre facility is the finest on earth and has long hosted the largest crowds in short-course off-road racing history. Featuring more than 2,200 grass camping sites, in 2019 fan will enjoy two big weekends of racing each year including June’s FCP Brush Run event and Labor Day weekend’s 50th Anniversary Polaris RZR Crandon Off-Road World Championships. Both events feature Lucas Oil Midwest Off-Road Racing League Pro and Sportsman divisions. For more information please visit