Behind the Scenes at Trail Builder Mag
I have discovered that I love creating brands from scratch. It’s like beginning a painting with a blank canvas, except, in this case, it’s primarily done in the digital world. There’s been a lot of internal dialogue surrounding how I will create Trail Builder Mag and get it off the ground. Mainly, what’s my own “presence” in the story of the birth and growth of this magazine?
I’m usually pretty reserved, bordering on bashful if you know me. When I launched Loam Coffee in 2015, I did everything in my power to basically hide behind the brand. I also never wanted it to be about me. And yet when I sold it two years ago (only to recently re-engage and begin helping out again with branding), I realized I made it too detached from me.
Why mention this today? Many of us heard the news that Beta MTB is shutting down their print magazine. Ironically, I had just subscribed and got my first magazine in the mail literally a day before I heard the news. I haven’t opened it yet. Conversely, I just received the latest issue of Freehub Mag in the mail yesterday. I can’t wait to rip off the plastic and dig in. As I’ve been working on getting Trail Builder Mag off the ground, I’ve had A LOT of conversations with people … in person, via email, on Zoom, and over social media. Most are surprised that, as of now, it’s only me. That’s it.
I bring this up because this magazine is a passion project. I have no investors, no donors, no supporters, and no sponsors. But I also don’t have any overhead. If I’ve learned anything over launching brands over the last ten years, I am fascinated with doing so with little to no overhead. I created a publishing company with no overhead. I started Loam Coffee with no overhead. I am starting Trail Builder Mag with no overhead. What that means is we are financially sustainable from Day One. This is huge in this time of volatility in the print magazine world. That also means I don’t have a budget to jet-set to different locations and hire an army of writers and photographers. But I’m good with that. It doesn’t mean we won’t get there soon.
Trail Builder Mag isn’t about me. It’s a platform to inspire, inform, and connect around trail building and all that it represents. We know there are countless benefits that new trails bring. That ranges from health and wellbeing to economic development to stoke and more. This magazine represents years of growth and movement in this direction in my own life. This is not simply something I’m creating that I’m emotionally detached from. It means a lot to me. It is me.
It has been humbling to see the positive response to this magazine from many of you. I’ve had so many meaningful conversations with trail builders I’ve been interviewing for this first issue. Now that you know a little about me let’s turn our attention to the true heroes of this magazine … you. Thank you for caring and following along. Lastly, if you haven’t yet, go to the home page of this website and fill out the feedback section. Your input is needed. This is your magazine.
Words: Sean Benesh Photos: Sean Benesh
ABOUT THE AUTHOR
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag. He is also the Communications Director for the Northwest Trail Alliance in Portland, Oregon. While in grad school, he worked as a mountain biking guide in Southern Arizona. Sean also spends time in the classroom as a digital media instructor at Warner Pacific University, where he also leads and coaches the WPU Cycling Club.
