He thinks he outranks your wife and kids, and checks regularly to see if you are still top rooster.
When they run away from him, they reinforce his feeling that he outranks them.
When we have roosters, we cuddle them from the time they are hatched or when we get them. It tells them the person is top rooster.
Sometimes they hate it. lol
Dealing with already grown roosters is harder, as they will have to 'unseat' them as second in command.
I used to have to deal with one of our girl dogs about twice a year, same as you do the rooster.
She would get to feeling she was top female, as she went with the lead male human in the car many times without me.