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The article profiles horse trainer and rodeo performer Gene Lorenzo of Cowtown, New Jersey. The author reports that Lorenzo has been wrestling steers and riding wild bulls and horses in rodeos in the East U.S. for 20 years. According to the author, Lorenzo could win more than 6,000 U.S. dollars wrestling steers and riding bulls and broncs in a good rodeo year. However, Lorenzo earns most of his income from his liquor display business.