Sean Benesh

What started as shooting photos for this gravel race has grown into something wonderfully more. I get to work with the City of Douglas (Arizona), helping promote tourism. I even went birding for the first time and wrote about it (I had no idea what I was doing).

low-angle shots = fun low-angle shots + black and white = funner The only drawback is that this is how I got a tick ...

How will people find out about your race?

Be honest. Do you actually need better camera gear … or just more intention? This past weekend, I shot a mountain bike race using a $40 camera. At first, it was frustrating. But then something shifted. bit.ly/4smf8ba

Baker City isn’t where most people look for road racing. But that’s kind of the point. Inside the Baker City Cycling Classic ... a stage race shaped by landscape, community, and the kind of resiliency you don’t see on social media. bit.ly/4sLc3SW

Sometimes, the best stories are what happens before and after the race ...

At a time when we're bombarded daily with AI-generated content, it's actually easier than ever to stand out on social media. It's easy to forget the "social" in social media. We crave connection and community. How can you lean into that to showcase your race or town?

There was a time when posting about your race on social media actually meant something. You could share a few photos, write a quick caption, maybe tag a sponsor, and people would see it. Riders would register. Momentum would build. That time is gone. bit.ly/4tfTpTj

I am fascinated by all the ways race directors spread the word about their races ... Flyers and posters, social media posts, email newsletters, etc. Then there are ways beyond your control, like word of mouth from past participants. What are your top 3 go-to ways?

If your entire marketing strategy depends on social media … you’re building on rented land. Algorithms change. Reach drops. Sometimes momentum seemingly disappears overnight. But a well-told story? That sticks. It gets shared. Picked up. Referenced. Remembered.

One of the challenges that every race faces is figuring out the best way to get the word out. To answer that, you need to know where your target audience is hanging out. How can you ensure your message reaches the right people?

I received a DM from a race director who was sharing, "We just need to push harder on social this month." I could sense his panic. Registration had stalled. The race was eight weeks out. When it comes to social media for your race ... what would you do? bit.ly/46MQ4SP

Why does social media matter for race registrations?

LOAM didn’t begin as a media project. It started with coffee. Over time, something unexpected happened. The coffee became an excuse to pay closer attention to the world around me. That realization is what led to the next chapter of @loamcycling. bit.ly/4cGIb5f

Race directors: What’s been the most effective way your event has gained media attention? A press release? A compelling story angle? Relationships with journalists? Social media momentum? Curious what’s actually working out there. #cycling #roadcycling

When race registrations slow down, the instinct is usually: Create more content. More posts. More graphics. More reels. But volume rarely fixes confusion. In my new article, I break down why clarity beats creativity in race marketing. Read more: bit.ly/4urRwUW

This week, I’ve heard from multiple race directors worried about registrations. Road. Gravel. MTB. Different events, same stress. So what’s actually happening? Is this a marketing problem? Race calendar saturation? The economy? What are you seeing this season?

Be honest. Is your race marketing unclear? Or just not creative enough? Most people think they need better content (whatever we mean by "better"). I’m starting to think they need clearer positioning. Which one do you think it is? New article coming soon.

Who is your race for? Podium chasers? First-timers? Riders looking for a social weekend? If you don’t know, your marketing gets generic. And generic doesn’t convert. When riders see themselves in your content, registration feels natural. Clarity drives sign-ups.

Exploring rural Oregon.