Sean Benesh

10/23/2026

Race directors, are you paying to reach someone else’s audience when you could be building your own?

I’m a big believer in playing the long game. Your website, social media, email newsletter, and original content can become powerful marketing assets that grow over time.

Paid advertising has its place, but so does investing in your own media ecosystem.

10/22/2026

What an amazing time at Interwoven in Pendleton this past weekend. Can't wait to finish editing all of these photos. Only in Pendleton can you have a fashion show that blends Western and Indigenous designers and makers and includes horses.

10/21/2026

If you stopped spending money on advertising tomorrow, how would people discover your race?

Would your website attract visitors? Would your social media generate interest? Would your email newsletter drive registrations?

What’s currently driving the most race registrations for you?

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?