Why Your Race Isn’t Growing: It Might Be Your Social Media
I follow enough race organizers and events to know that social media often ends up last on the to-do list. And I get it. Permits, insurance, aid stations, course scouting … it’s a full-time job just to pull off race day. But if you’re pouring all your energy into the logistics and barely showing up online, you’re missing the easiest (and most cost-effective) way to grow.
Let me say it clearly: a good race is not enough anymore.
From Gravel Roads to Trail Towns: A Pathway for Rural Revitalization
A few years back, I found myself riding in the Oakridge-Westfir area at Mountain Bike Oregon. To me, it’s the kind of place that makes you believe in second chances, not just for old logging towns, but for entire communities looking for a new way forward.
The singletrack was (and is) world-class, and the ridgeline views were unforgettable. But what struck me most wasn’t necessarily the trails, it was the people. A small, tight-knit community that had weathered economic downturns and reinvested in itself through the simple act of getting people out on bikes.
That didn’t happen overnight.
3 Ways to Build a Brand Online: Lessons from Trail Builder Magazine
Building a brand is a long game. It’s less about viral hits and more about consistent presence, a clear identity, and showing up with something that actually connects. I’ve seen it firsthand in the adventure of building Trail Builder Magazine from the ground up.
Your Social Media Is Your Front Door: Branding Advice for Rural Communities and Bike Events
I vividly remember talking with a gravel race director in a small town last year who said, “We post on social media when we can, but it’s hard to keep up.” I get it. Most of these races are volunteer-run, and tourism boards in rural areas are often underfunded and juggling multiple roles. But what I’ve seen again and again, through my work with Trail Builder Magazine and now with BorderLands Gravel, is that your online presence is your brand. If your social media looks like an afterthought, people assume your event or destination is too.
It’s not that these brands are ignoring social media. It’s that they’re not doing it well. And in today’s landscape, that’s just as costly.
This Is Documentary Photography, Not Just Race Photography
There’s something about shooting back-to-back gravel races that left me both partly exhausted and creatively lit up. I rolled back into Portland Sunday night after spending the weekend on the Oregon Coast shooting the Oregon Coast Gravel Epic and West Coast Gravel. Two races, two towns, one camera, a burrito-stained hoodie, and a tick embedded in my shoulder.
I shoot like I’m telling a story … because I am. That’s the goal: make a rider feel the race again when they see the photo. Make someone who wasn’t there wish they were (a little FOMO always helps).
When the Metrics Start to Blur the Mission: Rediscovering Purpose in Brand Building
Over the past few months, I’ve been reflecting a lot, not just on Trail Builder Magazine, but on the broader journey of building brands, launching projects, and trying to create something meaningful.
When I first set out, everything was personal. Each post, each article, and each project felt like an extension of my own story. Whether it was telling the gritty, inspiring stories of trail builders or working with small towns to spotlight their hidden adventures through rural tourism, it was all rooted in real people, real places, and a deep sense of purpose.
But here’s the challenge that I struggle with: the bigger things get, the easier it is to lose that connection.
Gravel Cycling Is a Rural Revival Strategy
In the heart of rural America, where vacant storefronts line dusty main streets and the hum of industry has long gone quiet, something unexpected is stirring: the whir of tires on gravel.
Gravel racing has exploded over the past decade. It has become a bona fide movement. And for rural communities searching for a spark to reignite local economies, it might just be the answer hiding in plain sight.
Building a Social Media Content Strategy for Rural Communities
A compelling social media presence can take a rural community from total obscurity to “I’ve got to go there.” For small towns and up-and-coming adventure-rich destinations, it’s about building a strategy rooted in purpose.
In my experience, the most effective content plans rest on three pillars: storytelling, engagement, and conversion. Let’s explore more ...
Fifty-Dollar Motels, Taco Bell, and a Whole Lotta Mud: An Unfiltered Look at Adventure Photography
It was Friday afternoon, and Nacho the Van was packed and ready. The plan? Head to eastern Oregon for a weekend of shooting photos at back-to-back mountain bike and gravel races. There was just one hitch. I was still crawling out of a weeklong flu haze. The idea of sleeping in my van with temps dipping into the low 40s didn’t sound too appealing.
So, I hit the easy button.
How Social Media Can Transform Rural Towns into Adventure Tourism Hotspots
The rise of social media has revolutionized how travelers discover and explore new destinations. For rural towns aiming to attract adventure tourists, a well-executed social media strategy can make all the difference.
With the right approach, small communities can position themselves as must-visit destinations, leveraging digital platforms to increase awareness, drive engagement, and ultimately boost local economies.
