I’ve worked with a lot of race directors over the years.
Different regions. Different disciplines. Different goals. But one thing always stands out to me the moment I show up on race day: Every race has a personality.
You can feel it before the start. Some races feel more grassroots and raw. Others feel polished, sleek, and fast. Some are quiet and community-driven. Others feel like a full-on festival or party.
However, there is a problem.
Too often, races don’t translate that personality to social media.
LOAM didn’t begin as a media project.
It started with coffee. 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.
That realization is what led to the next chapter of LOAM.
In 2015, I started LOAM with a simple idea: good coffee belongs outdoors. At trailheads. On race mornings. Along dirt roads before the day gets loud.
What began as a way to raise funds for a mountain bike guiding company slowly became something else. The coffee took off. The brand grew. Nacho the Van showed up at gravel races, mountain bike events, and trail building days. What started as a side project became a real thing.
But over time, I realized something important. The coffee was never the center. It was the excuse.
