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About
Journal
Work With LOAM
Contact

Real West Gravel - Pendleton, OR -- Mar. 16, 2025-63.jpg

Journal

INDEPENDENT STORYTELLING PLATFORM DOCUMENTING GRASSROOTS RACE CULTURE AND THE COMMUNITIES BEHIND IT

Viewing entries in
GravelCycling

Race directors:

What’s been the most effective way your event has gained media attention?

A press release?
A compelling story angle?
Relationships with journalists?
Social media momentum?

Curious what’s actually working out there.

#cy

Grassroots cycling events don’t just randomly happen.

They’re built by race directors, volunteers, small teams, and communities willing to try something ambitious.

LOAM exists to document that culture ... and help the people building th

I’ve been thinking a lot about what happens when a race is documented well.

Not just photographed or posted about on social media, but actually documented.

When media outlets pick up the story, sponsors start paying attention.

When a communi

LOAM publishes story-driven features that highlight the people and places shaping grassroots cycling.

In addition to editorial coverage, LOAM partners with a limited number of races each year to help:

• Craft compelling pre-launch narratives
&

LOAM began with a simple idea: good stories belong outdoors.

At trailheads. On race mornings. Along quiet roads before the day gets loud.

What started as a coffee project grew into something more. Over time, LOAM became a way to document early star

The coffee chapter of LOAM is complete.

I’m selling the mobile setup and stepping away from the coffee business.

What remains is the through-line: place, movement, and storytelling.

Coffee was the beginning.
Story is the constant.

I wrote m

I’m excited to get back to the black-and-white photo roots of LOAM.

When I first built the website in 2015, it was all black and white.

No bright product shots.
No flashy lifestyle edits.
Just contrast. Texture. Dirt. Light.

At its core, LOA

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