Each event felt like a one-off, and by the time you got into it, it was over.
So I built a season-wide story. Every location became a chapter, every athlete a character. We introduced pre-event rivalries, behind-the-scenes athlete diaries, and post-event reflections that fans could follow like a Netflix series.
There was no through-line, no real reason to follow the whole season. And somehow, we had world-class athletes… with almost no digital presence outside race results.
Working closely with the athletes, helping them feel comfortable on camera and turning raw footage into personal content that actually connected. Engagement rose, fans stayed involved between stops, and we gave sponsors a consistent narrative they could hook into. It didn’t just feel like sport anymore, it felt like culture.
