Why do race promoters fail?

I have met numerous race promoters who have failed to build a successful race promotion business. Over and over again, I hear them talk to me about their struggles. All too often, they found out that race promotion is not a job that magically creates that well-orchestrated event most racers get to experience on race...

/ March 24, 2017

Why race location is more important than the race itself

The inventor of McDonald’s, Ray Kroc, had a very unique view of venue. He once said that the secret to success was not how you made the burger, or the people who serve the food — although those are important factors. In fact, Mr. Kroc would say that he wasn’t in the hamburger business at...

/ March 21, 2017

Put away the shotgun and start messaging with precision

When you’re ready to message the racing world about your race, do you employ a strategic approach or use a shotgun? If you said the shotgun, then you’re not alone. The shotgun approach is a common method used by most race promoters. This is where they attack every form of communications — all at once...

/ March 14, 2017

Who designed this race course?

Racers are likely to forgive you for most minor course design issues. Unfortunately, you can only please half the people half of the time. Some customers really care about how a course is designed. They especially care about accurate length. For locals, whether or not you included certain features comes in a close second. If...

/ February 27, 2017

I don’t care what you think about my race, and other coping skills

Everyone feels vulnerable when it comes to producing races they care about. Race promotion is just as much art as managing process. When you create art, you do it in a way that you don’t always feel is correct. Sometimes what we do as race promoters is a guess. The first race promoter that put...

/ February 20, 2017

Learn to focus on the right things to propel you forward

Do you know what I’ve learned after almost a year of writing blog posts about race promotion? It’s that you’re going to be ok if you don’t get it right the first time. What do I mean by that? Sometimes launching something that is good, is better than waiting until it is perfect. I’ve promoted...

/ February 13, 2017