How do we talk about ourselves to others? How do we brand the sport? And what is the messaging that we choose to use? These are all critical questions and ones that we should look at as criterium racing angles to grow and attract fans and participants. So let's get some help and to do that we can turn to our friends in gravel racing to see how they have encouraged people to do insanely challenging races and have fun at the same time. We are joined this week by Michael Marckx, one of the creators of the Belgian Waffle Ride series of races. He and his team are looking at expanding into criterium racing and bringing the skils they have developed from unroad racing into this market. We should listen and learn because they are doing something right.

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