Nestled in the heart of Texas, the 10-2-4 Ranch is more than just sprawling acres of pristine land—it’s a testament to the vision, hard work, and enduring partnership of Larry and Colette Young. This husband-and-wife duo transformed their shared dream into reality, blending Larry’s corporate expertise with Colette’s creativity and tenacity. Their story is one of passion, perseverance, and the power of a strong marriage.
Larry Young spent over five decades in the beverage industry, including 17 years as CEO of Dr. Pepper and 35 years at Pepsi before that. He jokes about how his career taught him the nuances of entrepreneurship, saying, “You’re only as tall as the shoulders you stand on.” When retirement loomed, Larry knew he wasn’t ready to slow down. “I’m not very good at playing golf and wasting the day,” explaining why they decided to open the ranch in 2011.
For Colette, the transition to ranch life was a leap of faith. A classical musician by training, she traded her life of performance and education for one filled with cattle, hunting lodges, and hospitality. “Being the great wife I am, I jumped in with both feet,” she said, laughing. Her adaptability and determination were crucial as the couple worked tirelessly to shape the ranch into what it is today.
A Classic Name Is Born
The ranch’s name, 10-2-4, pays homage to a vintage Dr. Pepper slogan from World War I, promoting snack breaks at 10 a.m., 2 p.m., and 4 p.m. It’s a charming nod to Larry’s past while signaling the start of their new venture.
The ranch exudes hospitality, an attribute both Larry and Colette consider essential. Colette’s vision was to create a space not only for corporate groups but also for families. “Hospitality to us is really customer service—a way to treat people so they become your friends and want to return,” she shared. The lodge, with its ability to sleep 30 guests across its facilities, has become a destination that blends rugged charm with refined comfort.
The Early Years
Building the 10-2-4 Ranch was no easy feat. In the early years, Larry and Colette managed everything themselves, turning rooms, preparing meals, and hosting guests. This hands-on experience gave them an appreciation for the team they later built. “The secret is having good people,” Larry said. “We’ve got an excellent chef, amazing servers, and guides who form relationships with our customers.”
Their shared approach extends to their marriage. After nearly 40 years together, their bond remains the foundation of their business. “We’ve always been best friends,” Larry explained. “Nothing is more fun than working together.” Colette added, “You have to be in the game and support each other fully.”
Larry’s CEO Background
Larry’s time as a CEO shaped his approach to ranch life. From assembling the right team to focusing on quality and customer satisfaction, he applies the same principles that once guided him in the boardroom. “Surround yourself with great people, listen, and always look for ways to improve,” he said, reflecting on the lessons that have carried over from the beverage world to their ranching business. While the hunting business remains the ranch’s cornerstone, the couple has ambitious plans to expand their cattle operation commercially. They envision their premium Texas Wagyu beef, which already garners rave reviews, reaching grocery stores, restaurants, and more online customers.
More Than A Business
Their journey, fueled by passion and partnership, is an inspiring blueprint for entrepreneurs. As Larry advises, “Find what you love, have a plan, and don’t rush. Success takes time and effort.”
The 10-2-4 Ranch isn’t just a business—it’s a labor of love that reflects the values, resilience, and vision of the Youngs. Visitors leave with more than a memorable experience; they carry with them the warmth and authenticity of Larry and Colette’s hospitality, a legacy built one acre—and one shared dream—at a time.
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