Sean Benesh

08/05/2025

Let’s get something out of the way.

If you’re organizing a gravel, MTB, or road race, growing your Instagram, Facebook, or TikTok followers just for the sake of numbers is a distraction. You’re not an influencer chasing vanity metrics. You’re a race director trying to build momentum and get riders to your start line.

So why do follower counts still matter?

If you’re organizing a gravel, MTB, or road race, growing your Instagram, Facebook, or TikTok followers just for the sake of numbers is a distraction. You’re not an influencer chasing vanity metrics. You’re a race director trying to build momentum and get riders to your start line.

08/05/2025

The Washougal 24/12-hour MTB race was a blast! So many fun moments with the changing light.

Photo gallery is done. Free downloads.

Photo collection by Sean Benesh

08/01/2025

“A brand is only as strong as its ability to connect with the people it serves.”

That’s something I reminded my students of often this past semester in my Social Media and Analytics class.

The strongest brands don’t just inform, they connect. They make people feel something.

For race organizers and small-town tourism teams, emotional connection is your edge. That’s what moves someone from scrolling past your post to signing up, showing up, or booking a trip.

Build content that resonates. Stories that stir something. That’s how you build loyalty, one emotional connection at a time.

07/31/2025

It’s tempting to say, “Our race is for everyone who rides.” But that’s the fastest way to connect with no one.

Are you trying to attract first-time gravel riders who’ve never pinned a number? Or seasoned racers chasing podiums? Are your people ultra-endurance freaks, weekend warriors, vanlifers, or locals who want a scenic ride with friends and tacos at the finish?

Different audiences respond to different stories. The moment you start speaking directly to the rider you want to show up, your social media shifts. Clarity beats cleverness every time.

Earlier this week, I wrote and published an article called “‘Who Are You Even Talking To?’ Finding (and Reaching) Your Ideal Audience as a Race Organizer.”

Read more: https://www.seanbenesh.com/blog/who-are-you-even-talking-to-finding-and-reaching-your-ideal-audience-as-a-race-organizer/

07/30/2025

Your race has a story to tell, but is it reaching the right people?

Too many events stay stuck because their social media is inconsistent, unclear, or trying to speak to everyone all at once.

The result? Fewer registrations, missed opportunities, and a brand that never really gains traction.

If you’re a race organizer and need help finding your voice, building your audience, and turning views into registrations, that’s where I come in.

I help events craft and execute social media strategies that connect with the right riders, in the right places, at the right time.

From content calendars and content creation to race-day coverage and community-building, I can support your event start to finish.

Explore my social media services: https://www.seanbenesh.com/social-media-services

Or reach out and let’s talk.

07/29/2025

How do you lift a community experiencing economic hardship without destroying it? That is a question that I think about constantly when it comes to trail building and the economic impact of mountain biking.

For the upcoming print issue of Trail Builder Magazine, I wrote an article called “We Don’t Need Another Moab: How Rural Trail Towns Can Grow Without Losing Their Soul.”

While I still love, appreciate, and enjoy all of the mountain bike meccas out there (Moab, Sedona, Whistler, etc.), I just don’t believe that is a viable path forward for most communities.

07/28/2025

When I sit down with race organizers to talk about social media, one of the first questions I ask is, “Who’s your audience?”

That’s usually when the eyes go up and to the left. You know the look, somewhere between trying to remember a password and wondering if they left the stove on. And I get it.

When you’re planning a race, managing volunteers, answering emails, and fighting off last-minute chaos, “audience strategy” feels like a luxury.

But the truth is, your success on social media and ultimately the success of your event hinges on how clearly you can answer that one question.

When I sit down with race organizers to talk about social media, one of the first questions I ask is, “Who’s your audience?”

07/25/2025

Earlier this week, I posted an article called "Why Your Race Isn’t Growing: It Might Be Your Social Media." This is why it is important ...

If no one sees your event, no one signs up.

And yet, this is what I see far too often: a great race with little to no digital presence. The Instagram feed is stale. The visuals feel thrown together. The captions? Barely more than an info dump.

But here’s the thing: your race is already a brand. Whether you act like it or not.

And if you’re not shaping that brand on social media, someone else is … through assumptions, poor first impressions, or worse … not even knowing you exist.

Social media isn’t just about awareness. It’s about connection. When done right, it makes your future riders feel like they’re already part of something.

Read more: https://www.seanbenesh.com/blog/why-your-race-isnt-growing-it-might-be-your-social-media/

07/21/2025

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.

Let’s talk about why most races fall short … and how to fix it.

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 showi...

07/07/2025

What does it take for a forgotten town to find new life through trails?

That’s the question behind our newest resource at Trail Builder Magazine: a free downloadable guide titled Trail Towns from Scratch: How Small Communities Can Revive Their Economy Through Trails. It’s more than just a how-to. It’s a roadmap for anyone wondering if a few miles of dirt and a strong vision could become the foundation for something bigger.

That’s the question behind our newest resource at Trail Builder Magazine: a free downloadable guide titled Trail Towns from Scratch: How Small Communities Can Revive Their Economy Through Trails. It’s more than just a how-to. It’s a roadmap for anyone wondering if a few miles of dirt and a s...

05/29/2025

One of my favorite things about shooting gravel races like Real West in Pendleton is the roads.

Gravel roads make incredible leading lines. They don’t have to be straight. Twisting ribbons of dirt that curve into the hills or disappear in the dust or dirt can guide the viewer’s eye through the frame.

Whether I’m set up on a bend or crouched low near a climb, I’m always thinking about where the road is pointing. Leading lines add depth and movement. They pull the viewer in and help tell the story of the ride.

Next time you’re out shooting, let the road lead the way.

05/28/2025

I’ve been working on a new guide for Trail Builder Magazine called Trail Towns from Scratch: How Small Communities Can Revive Their Economy Through Trails.

It’s not theory. It’s a practical, boots-on-the-ground playbook for small towns looking to build something vibrant around mountain biking, trail building, and outdoor tourism. Especially for places that aren’t Moab or Bentonville but might be the next great trail town.

We all know the shining success stories. But I’m curious ... what communities do you know that are just now getting started? Or even thinking about it?

Drop their name in the comments. I’d love to know who’s next.