Roam & Reach

10/20/2026

Race directors, I have a question for you …

What if you stopped paying to reach someone else’s audience and started building your own?

Earlier this year, I was quoted $3,000 for 150,000 advertising impressions. Sounds great, right?

Then I asked about website clicks. The average? Just 50. Maybe 100 if the campaign performed well.

For $3,000?

That conversation reinforced something I’ve been thinking about a lot lately.

We’re living in the attention economy, where bike races, trail orgs, and rural communities are all competing to get noticed.

But I think we’re overlooking one of our greatest marketing opportunities ... building our own media ecosystems.

Bike races and rural communities spend thousands on advertising. Discover why building your own media ecosystem is a smarter long-term marketing strategy.

10/19/2026

Race directors and rural tourism leaders, a question for you.

You have $1,000 to spend on advertising your race or destination.

Where would you spend it?

A) Facebook and Instagram ads (or other social platforms)
B) Email newsletter sponsorships
C) Advertising on cycling or tourism websites
D) Print ads or direct mail

Which would you choose, and why?

Bonus points if you’ve tried multiple options and can share what actually worked.

10/14/2026

I’m active on eight different social media platforms.

But if you’re a race director, trail org, or rural tourism leader, I probably wouldn’t recommend doing the same.

Why?

In this week’s article, I explore the pros and cons of going deep versus going wide, why I’ve chosen to be everywhere, and how to decide which platforms deserve your time and attention.

Should your bike race or rural destination be on every social media platform? Discover how to choose the right platforms, reach your audience, and grow your brand.

10/13/2026

What if you’re spending most of your social media energy on the wrong platform?

Yesterday, I asked whether race directors, trail orgs, and rural tourism leaders should focus on one or two social media platforms or try to be everywhere.

Now I have a follow-up question … how do you decide which platforms deserve your attention?

10/12/2026

Here’s a question for trail orgs, race directors, and rural tourism leaders.

Is it better to be on EVERY social media platform or focus your energy on just one or two?

I’m exploring this topic for an upcoming article, and I’d love your perspective.

10/08/2026

What actually makes a town a “trail town?”

Having great trails nearby is certainly part of it. But the more I’ve thought about this question, the more I’ve realized that the trail itself is only the beginning.

A true trail town is shaped by the relationship between the trail and the community around it.

For trail builders and trail orgs, that raises an important question: What role does our work play in shaping the communities around our trails?

Discover what makes a true trail town, why trail towns matter to trail builders and organizations, and how trails can strengthen rural communities.

10/07/2026

It’s always interesting to talk with rural communities that want trails.

Where do you even start?

What advice would you give a community at the start of building trails, hoping to become a trail town?

10/06/2026

We spend a lot of time trying to win today on social media.

You may go viral tomorrow. I hope you do. If so, enjoy the spike. Welcome the new followers. Remember, those numbers represent actual people who are interested enough to stick around.

Then keep creating long-form content.

That is how you play the long game.

10/05/2026

What if you marketed your race all year without constantly asking people to register?

That's content marketing.

The goal is to create useful and interesting content that attracts the right riders, gives them reasons to keep coming back, and eventually moves them toward registration.

It's playing the long game.

Think of it as you’re building a body of work around your race.

09/29/2026

Most social posts have a short life.

They go up, get a burst of attention, and then soon disappear into the feed.

That’s why I believe race marketing has to extend beyond the social feed. Think articles, email newsletters, long-form YouTube videos, and searchable resources that keep introducing people to your race long after your post fades away.

That content becomes a library. And over time, that library can help people discover your race for weeks, months, and even years to come.

That’s the long game. I unpack the idea in my latest article.

Going viral can accelerate growth, but it isn’t required. Learn how repeatable long-form content can build an audience, improve search visibility, and create lasting momentum for bike races and rural communities.