“We just need better content,” a race director told me recently.
He said it the way most people do ... frustrated, slightly overwhelmed, convinced the algorithm had turned against him. (Who doesn’t feel that way???)
When I asked what kind of content he meant, he paused.
“More reels, probably. Maybe more drone shots. Something that pops.”
That’s when I realized the real issue wasn’t really about creativity ... it was more about clarity.
The Trap Too Many Race Directors Fall Into
When registrations slow down, the instinct is to panic and create more content.
More posts.
More graphics.
More formats.
More urgency ... LOTS more.
However, ramping up activity for the sake of activity rarely fixes confusion.
If riders can’t quickly answer these questions, no amount of creativity will help:
Who is this race for?
What kind of rider thrives here?
What does it actually feel like to line up at the start?
What makes this different from the other race happening the same weekend?
Clarity beats creativity ... like, every time.
(Side note: There definitely is a time and place to ramp up content volume as long as your message is clear. Clarity + creativity + content volume = the secret sauce.)
Your Race Is Not for Everyone
This is where race marketing can struggle.
Race directors try to appeal to everyone.
Beginner-friendly.
Elite competition.
Family-oriented.
Hardcore.
Party vibes.
Serious training grounds.
All in the same breath.
As they always say ... when you try to appeal to everyone, you appeal to no one.
A gravel race in the Sonoran Desert feels different than one in the lush coastal forests of the Pacific Northwest.
A grassroots XC event feels different than a polished, sponsor-heavy production.
A 200-mile sufferfest feels different than a community century ride.
The clearer you are about who your race is for, the easier it is for the right riders to say yes.
Clarity Reduces Friction
When a rider lands on your website or Instagram feed, they’re subconsciously scanning for cues.
Does this feel like me?
Will I fit here?
Is this worth my time and travel?
If they can’t tell within seconds, they leave.
Clear messaging reduces friction. The less friction one experiences, the quicker and easier the registration process. Clear visuals reinforce identity. Clear communication builds confidence.
And confidence drives registration.
Creativity Without Clarity Feels Loud
I’ve covered races that were beautifully shot, professionally edited, visually impressive ... but still unclear.
The drone footage was cinematic.
The typography was modern.
The music was dialed.
But nowhere did it clearly communicate:
What kind of rider would love this race.
Sure, the media impressed people.
It didn’t convert them.
Creativity amplifies clarity.
A Simple Test
Ask someone outside your organization to describe your race after looking at your website and social feed for two minutes.
If they say:
“It looks cool.”
“It seems fun.”
“Lots of bikes.”
That’s not clarity.
If they say:
“It’s a tough, remote desert race for experienced riders who want a challenge.”
“It’s a welcoming first-time gravel event with a strong community vibe.”
“It’s a fast XC race for juniors and developing racers.”
That’s clarity.
Storytelling Is How Clarity Scales
This is where media becomes more than documentation.
If you consistently show:
- The type of rider who thrives at your event
- The terrain they navigate
- The atmosphere at the start line
- The tone of your communication
- The kind of celebration at the finish
You’re reinforcing identity.
Over time, your race becomes known for something specific.
And when someone sees a photo or video, they don’t just think:
“That looks cool.”
They think:
“That’s my kind of race.”
The Power of Boring Repetition
Race directors often feel pressure to reinvent messaging every year.
New tagline.
New graphics.
New angle.
But repetition builds recognition.
If your race stands for something ... difficulty, inclusivity, adventure, speed, hospitality ... say it clearly.
Then show it consistently.
Over multiple seasons.
And when riders know what to expect, signing up becomes easier.
They plan around your date.
They bring friends.
They return.
You Don’t Need More Content
You need sharper definition.
Better storytelling doesn’t mean louder storytelling. Just be clearer.
When clarity leads, creativity supports it.
When creativity leads without clarity, it becomes noise.
And in a crowded calendar of races, noise is easy to ignore.
Your race already stands for something.
The question is whether your media and messaging make that obvious.
When they do, growth becomes less about chasing attention and more about reinforcing identity.
And identity, over time, is what riders rally around.
Note: I do want to reiterate what I said at the beginning of this article, that I am not devaluing creativity. In fact, the opposite. That said, it needs to be done in conjunction with a clear and consistent message. Nail that first, build on it, and then get more and more creative.
about the author
Sean Benesh
Sean Benesh is a storyteller and strategist based in Portland, Oregon. He works with rural communities, trail organizations, and race organizers to help them tell their stories, grow their online reach, and build momentum through photography, writing, and social media. He is the founder and editor-in-chief of Trail Builder Magazine and serves as the communications director for the NW Trail Alliance.
