Documenting the Culture Behind Grassroots Cycling Events
LOAM didn’t begin as a media project.
It started with coffee. Roasting. Selling. Serving.
Early mornings. Cold trailheads. Gravel bikes leaning against the side of a van while the sun slowly worked its way over the hills.
The idea was simple in my mind: good coffee belongs outdoors.
Over time, something unexpected happened.
The coffee became an excuse to pay closer attention to the world around me. The riders showing up before sunrise. The volunteers marking courses. The small towns hosting races that most of the cycling world never notices.
Those moments were worth documenting. I paid more attention.
The photos started stacking up. The stories started emerging. And it became clear that what interested me most wasn’t the coffee.
It was the culture. The people building races. The communities hosting them. The hushed momentum behind grassroots cycling events across the West.
That realization is what led to the next chapter of LOAM.
Why LOAM Is Focusing on Grassroots Cycling Events
LOAM is now focused on documenting grassroots cycling culture.
The goal is simple:
To document the culture behind grassroots cycling events and to help the people building them gain the visibility they deserve.
Across the country, hundreds of races exist because a small group of people care deeply enough to make them happen.
Volunteer organizers. Race directors. Community leaders trying to bring something meaningful to their town.
Many of these events are truly rad. But they often go unnoticed beyond their local circles.
No, it’s not because they lack substance or energy.
It really comes down to their lack of visibility.
Why Storytelling Matters in Cycling Media and Race Promotion
Cycling events rarely succeed because of marketing tricks (I have to be honest, though, and admit that some truly do).
However, most do grow because people connect with the story behind them.
A race becomes meaningful when riders understand: Why it exists. Who built it. What place it belongs to.
When that story is told well, things start to change. When a race is documented thoughtfully, it gains legitimacy. When media outlets pick up the story, sponsors see value. When communities see themselves reflected in the narrative, momentum builds.
Storytelling helps create the conditions for it to grow.
Cycling Media That Documents Grassroots Race Culture
LOAM publishes story-driven features that highlight the people and places shaping grassroots cycling.
These stories focus on:
• Race directors building something from scratch
• Communities hosting events that bring riders together
• The landscapes and small towns that define the experience
• The culture that forms around start lines and finish lines
This is not race reporting in the traditional sense. I think of it more like documentation. A way of capturing the people and places shaping this part of cycling before the moment passes.
Helping Cycling Races Gain Media Visibility
In addition to editorial coverage, LOAM partners with a limited number of races each year.
These collaborations focus on helping events tell their story more clearly and reach a wider audience.
That work can include:
• Crafting compelling pre-launch narratives
• Developing strategic press releases
• Securing media coverage
• Amplifying race visibility
My approach blends storytelling with strategy.
I help races communicate what makes them meaningful.
Final Thoughts
I couldn’t be more stoked about this direction for LOAM. It really is a continuation of a journey I’ve been on over the past few years.
Thank you for following along.
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.
