Transforming the Hearts of Men: Jack Pirtle on Faith, Leadership and Purpose Beyond the Dairy
How one New Mexico dairyman’s personal reset led to cultural change beyond the barn
From the outside, Jack Pirtle appeared to be thriving as a dairyman and businessman. Internally, he said the opposite was true. In a conversation with Uplevel Dairy host Peggy Coffeen, Pirtle described how a personal reckoning led to a shift in faith, priorities and leadership that now extends far beyond daily dairy operations.
Success on Paper, Emptiness in Reality
Pirtle said there was a period when professional success masked deeper struggles. He described reaching a point where external achievements no longer provided fulfillment.
“I had everything that money could buy,” Pirtle said. “But there was still something missing.”
He explained that his focus had shifted toward success, appearance and control, while faith and family fell lower on his list of priorities. That imbalance, he said, affected every area of life, from relationships to decision-making.
A Personal Reset Through Faith
Pirtle traced the turning point to his involvement with Rise Up Kings, an organization focused on faith-based leadership development for men. After attending a three-day event, he described the experience as a mental and spiritual reset.
“I wasn’t being who I said I wanted to be,” Pirtle said. “My aim was off.”
He said the shift required obedience and surrender, particularly in areas where he previously sought control. Over time, faith moved to the top of what he described as four core priorities: faith, family, fitness and finances.
Extending the Impact to Employees
As Pirtle continued his own journey, he began questioning how his leadership applied beyond himself. With the majority of his workforce being Spanish-speaking, he initially doubted whether faith-based leadership development could translate.
That changed after connecting with a Spanish-language Rise Up Kings initiative. Pirtle ultimately sponsored multiple employees to attend leadership events, traveling with them and supporting their participation.
“What I wasn’t ready for was watching them accept Jesus Christ as their Lord and Savior,” he said.
He said the experience reshaped how he viewed his role as an employer, shifting from simply providing a paycheck to supporting long-term purpose and growth.
Culture Shifts Rooted in Purpose, Not Performance
While Pirtle emphasized that the effort was not about improving employee performance, he acknowledged changes within the workplace culture. He described a shift away from surface-level discussions toward conversations about family, responsibility and legacy. Several employees later chose to sponsor others on their own, reinforcing that the impact extended beyond the initial group.
Leadership Through Obedience, Not Control
Pirtle said the most significant lesson has been learning to release control over outcomes, both personally and professionally.
“I just have a looser grip now,” he said. “On money, on business and on the outcome.”
That mindset, he explained, allows him to focus on obedience rather than results, trusting that leadership rooted in purpose carries influence beyond what can be measured.
Pirtle’s experience highlights how leadership decisions rooted in faith and purpose can ripple far beyond individual operations and into families, teams and communities.
For more from this conversation with Jack Pirtle, listen on Apple Podcasts or Spotify, or watch the full episode below.
