Never Say Can't: The Bruce Cook Story on NBC

The Inspirational Documentary Detailing How

Freestyle Motocross Star Bruce Cook Reclaimed His Life

Airing Sunday, July 10 at 3:30 pm EDT / 12:30 pm PDT on NBC

(Los Angeles, CA – Thursday – June 30, 2016) Nitro Circus, the world’s leading action sports entertainment collective, will premiere the 90-minute documentary, “Never Say Can’t: The Bruce Cook Story,” on NBC, airing at 3:30pm Eastern / 12:30 pm Pacific on Sunday, July 10. A Nitro Circus Media production, “Never Say Can’t” follows Freestyle Motocross (FMX) rider Bruce Cook as he faces every athlete’s worst nightmare and steps up to the biggest challenge of his life. An honest and unflinching look at one man’s extraordinary strength and resolve, as well as a family’s unwavering love and support, “Never Say Can’t” is a moving story that speaks to the power of the human spirit. Watch the official trailer here.

"As people will see in this film, Bruce has an uncanny ability to push forward at times when most people would quit,” said action sports legend Travis Pastrana. “He's a courageous athlete and a true blue friend. Living proof that nothing is impossible for those who can attack life with a never say die attitude and a smile.”

“I hope this documentary inspires people facing their own challenges to realize the ability they have to overcome their situations and live their lives,“ said Cook. “At the same time, I love how this film highlights the tremendous help and encouragement from my family and friends. None of this would’ve been possible without them.”

On January 3rd 2014, Bruce Cook was making his debut as a member of the world-renowned action sports tour, Nitro Circus Live. Wanting to make a bold first impression, Cook attempted the hardest trick in FMX: the never before landed – and still never landed to dirt -- Double Front Flip. However, after completing two full rotations in midair, Bruce misjudged the landing and in a split second his life changed forever. Suffering a broken vertebrae, this once virile young man found himself paralyzed from the waist down and facing a life confined to a wheelchair.

“Never Say Can’t: The Bruce Cook Story” chronicles one man’s journey to the top of the FMX field, only to face a catastrophic injury that changes everything. Through interviews with family, friends, and doctors, along with archival footage, viewers get a uniquely intimate look at the life of this modern day hero. From Cook’s childhood discovery of dirt bikes, his meteoric rise in the FMX world, his horrific accident and brutal rehabilitation then ultimately his quest to become the first paraplegic to ever backflip a dirtbike, “Never Say Can’t” is a celebration of man’s unwavering commitment to achieve his dream, despite seemingly impossible odds.

As previously announced, NBC Sports Ventures, a division of NBC Sports Group, and Nitro Circus formed a multi-year partnership in May, 2015. This strategic alliance features live events - including the inaugural Nitro World Games, airing in primetime on NBC on July 16 - TV specials and series programming airing nationally in the U.S. on NBC and NBC as well as streamed on the NBC Sports App.

About Nitro Circus:

Named #22 on Forbes magazine’s 2015 list of, “America’s Most Promising Companies,” Nitro Circus continues to position itself as the world’s leading youth action sports & entertainment brand. From humble beginnings in 2003 – with Jeremy Rawle, Gregg Godfrey and soon to be action sports superstar Travis Pastrana producing DVDs from a Utah garage -- to a smash TV series which has aired in over 60 countries, Nitro Circus has exploded to global popularity. In 2012, Nitro Circus: The Movie, featuring cast members from the hit television series, was released in cinemas worldwide. In 2015, Nitro Circus announced a partnership with NBC Sports Ventures. The multi-year strategic alliance will feature TV specials and series programming airing nationally in the U.S. on NBC and NBCSN as well as streamed on the NBC Sports App.

The TV show was transformed by action sports industry guru, now current CEO, Michael Porra into a must-see live event in 2010, creating the global touring phenomenon that is Nitro Circus Live. Since its inaugural Australian trek six years ago, the show has travelled the globe, obliterating box office records and cultivating a legion of diehard fans. Nitro Circus has now rolled across five continents, blown away over two million fans and sold out shows in the United States, Canada, Europe, Australia, China, Japan, the Middle East and South Africa. After close to 100 shows globally in 2015 and with a packed 2016 touring schedule ahead, Nitro Circus is the world’s most successful action sports touring brand.