Some of my best work at EF Pro Cycling over the years on proactive PR.
Explore
Concept and create long-form content vertical for EF Pro Cycling, offset by partner contributions. Tell real stories about real humans. Create connection beyond results. Since 2023 launch we’re currently at 1.2m views over trailers and five films. These are the stories that unite us as people, no matter the bikes we ride.
RaceTV
Create and establish a new content vertical for EF Pro Cycling. Offer a fun, engaging home for at-race content and BTS footage. More than 1.2m organic views on YT, and counting.
The Divide
Documentary-style film and in-person screenings (1K paid tickets in Boulder) bringing Lachlan Morton’s Tour Divide Route effort to life.
Announce the EF-TIBCO SVB cycling team
Define, shape, and oversee the launch of the new women’s WorldTour cycling team, and partner to the existing men’s team. It’s time for a new perspective.
Launch Team EF Coaching
A professional team making its knowledge available to the general public, and funding itself in the process. Launch strategy, art and creative direction, copy direction, location scouting, management of all public-facing material. // teamefcoaching.com
The Alt Tour
We turned the Tour de France on its head in 2022, and told a new story that captivated fans across the world as Lachlan Morton rode the Tour alone, camped along the way, and raised more than 500,000GBP for World Bicycle Relief. The story was a media sensation, appearing alongside Tour de France TV coverage and publications across the world, from the WSJ to NYT to L’Equipe and the Guardian. // alttour.ef.com
(Love) Letters Home
Work for Rouleur Magazine on the odyssey of working at the Tour de France. For years I’ve written a letter a day to my wife Michelle, snapped a photo and sent it across the ocean. It’s been a journey years in the making.
Lachlan Morton // WSJ
Pitched the incredible feats of Lachlan Morton. The second time was the “Everesting” charm. Click here to read the story in the Wall Street Journal.
Lachlan Morton on the Kokopelli Trail
Execution of concept, film brief and freelance direction.
No racing? No problem. As the season was put on hold due to the global pandemic, Lachlan Morton took off on solo efforts and adventures.
Logan Owen comes home
As the sun dipped low in the pines and treated fans and racers to a rare winter sunset in this part of the world, Owen stood at the finish line, mud on his face, a wide smile as he hugged his competitors.
Welcome home, Logan.
Read MoreEditorial For Backcountry: Long Day Out
Long Day OutThe Leadville 100 and the Harsh Merger of Theory and Practice.
A double-barrel shotgun blast shatters the cold Colorado morning at 10,000 feet. It clangs off the old brick buildings as shivering racers clip in and roll toward the Sawatch Range in the distance.
Will Sladek is there, racing and frantically trying to move up. In his head, Sladek was back in Spain. He was a young road racer on his elite amateur Spanish team where, when the gun went off, everything went nuts. Colorado, Spain, office-park criteriums, trails… when a start gun sounds or a flag drops, it’s all the same.
Read MoreThe Inside Story of How Cannondale Reacted to Toms Skujins' Tour of California Crash
I watched on my phone as Toms Skujins put his hands out, trying to steady himself against the cement waves of a concussion he had no idea were hitting him. I saw him try to cross the street, try to get back on his bike, try to ride, try to not hit the curb. Kid just kept trying. It was one of those moments in which you just keep saying “no” aloud.
No Bus, no Problem
A story on the communal nature of bike racing for Business Insider.
Chapter for the Cycling Anthology | The Sounds of Cycling
Friends Lionel Birne and Richard Moore asked me to contribute a chapter to their recurring series, The Cycling Anthology.
Those lucky enough to be riding, or working on, the Tour de France quickly find themselves inside a three-week, in fact, almost month long bubble — a bubble that non-bike related life fails to pervade. But a silent bubble? Pas du tout. With manifold sounds, from the mechanical to the man-made, it's noisy in there, as Matthew Beaudin recounts — very noisy indeed. Check out his essay, "The Sounds of Cycling" .
That chapter is here.
Cycling journalism for VeloNews, others
I worked as a reporter for Velo magazine and VeloNews.com for three years. I wrote news pieces, analysis pieces, and columns. Print and online. I helped start up the VeloNews Instagram page and appeared on various podcasts as well. Links below for specific stories.
Read MoreWork for Rapha | Newspapers
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