Last year, I stood on the side of a wide Eastern Oregon highway and watched a field slowly come apart with the snow-capped Wallowa Mountains in the background.

Not explode.

Not some dramatic highlight-reel moment.

Just … come apart.

It was late morning. That dry Eastern Oregon light that makes everything feel sharper than it probably is. I could hear freehubs and the hum of tires on the road before I could see faces. A thin line of riders stretched across the road. Shoulder dust lifting slightly when someone drifted too far left.

Then the hesitation.

A rotation half a second late.

The crosswind shifts just enough.

That’s all it takes out there.

Separation.

My DMs on Instagram are buzzing daily, with conversations with race directors not only across the country but also overseas. There's something unifying about the stress of lower-than-expected registration numbers as race day looms...

If you've been following along for any length of time, you'll realize there's about a 20% overlap in content in my articles from week to week. Not only am I trying to build bridges from one article to the next, but we also need weekly reminders of many of the same things (I know, I do).

I received a DM from a race director who was sharing, "We just need to push harder on social this month." I don't think there's a race director anywhere on planet Earth who doesn't think and feel the same.

I could sense his panic. Registration had stalled. The race was eight weeks out.

When it comes to social media and creating more awareness for your race ... what would you do? Or maybe more accurately, what DO you do?