|Broadcast area||Gainesville/Ocala area|
|Branding||Country 103.7, The Gator|
|Slogan||Florida's New Country|
|First air date||1948|
|Owner||University of Florida|
|Sister stations||WRUF (AM), WUFT-FM|
WRUF-FM (103.7 FM) is a radio station broadcasting a country music format. Licensed to Gainesville, Florida, United States, the station serves the Gainesville/Ocala area. The station is currently owned by the University of Florida. The station has been on the air since 1948.
WRUF-FM has been a country station since October 2010. Prior to that, it was an album-oriented rock station since 1983. Prior to becoming "Rock 104" that year, the station played a Top 40 style hit radio format from 1981 to 1983. The hit radio format was adopted because another local FM station, had recently switched to playing hits on the FM with great success. The hit format had previously been played for many years on WRUF-AM, so technically, it was an easy switch, though many of the important powers at the University disfavored putting pop music on the FM. Prior to 1981, it played beautiful music and classical music under the moniker "Stereo 104," except for a Saturday-night disco music program from 1979-1980 called "Studio 104."
On October 15, 2010 WRUF-FM made the format change from rock to country, branded as "Country 103.7, The Gator". Under the direction of Director of Programming Rob Harder, Operations Coordinator Brett T. Holcomb, and Sports Director Steve Russell, "The Gator" also serves as the home for Florida Gators football, men's basketball, and Sunday baseball. WRUF-FM programs the Bobby Bones morning show from 6-10 am followed by midday personality Jesse Roberts, Rob Harder in afternoons, and The Big Time with Whitney Allen in the evenings. WRUF-FM is the only "new country" formatted radio station in the Gainesville-Ocala radio market targeting adults 18–49 years of age.
- Paul Castronovo, host of the syndicated morning radio program, ‘The Paul & Young Ron Show’, was a former Rock 104 disc jockey, as well as a graduate of the University of Florida.
- Conservative talk radio personality Andrew Wilkow, host of an eponymous show on Sirius Satellite Radio's "Sirius Patriot", is an alumnus of the station, having spent the latter half of his college years at the University of Florida. Unlike his current calling, his work at WRUF was solely as a disk jockey.
- Rich Fields, the former announcer for CBS's The Price Is Right and Gameshow Marathon, was a former WRUF-FM afternoon drive disc-jockey and music director, as well as a graduate of the University of Florida. Rich Fields is also a recipient of the Red Barber Award for Broadcasting Excellence.
- "WRUF-FM Facility Record". United States Federal Communications Commission, audio division.
- Crabbe, Nathan (11 October 2010). "UF putting country on 103.7 FM, moving rock online". The Gainesville Sun. Retrieved 11 October 2010.
- Rich Fields, official site