Offroad Finnmark has had an adventurous week on social media this summer.

During this year’s event, the race organizer logged as many as 3.9 million views on its own Facebook content. General Manager Kjetil Johansen is overwhelmed by the response and extends a big thank you to the media team.

– It’s absolutely insane! The interest has been absolutely insane. We’ve never had numbers like this before, not even close,” says an enthusiastic Johansen to KP.

The massive exposure on Facebook, which only applies to the event’s own page, is proof of the growing popularity of Offroad Finnmark. In addition, around 130,000 people followed the draw via the race’s own website.

Paying tribute to the media team

Johansen is clear about who deserves the credit for the staggering numbers. At the same time, he points out that Offroad Finnmark would not have been possible without the many people behind the event.

– I love the media team. They do a fantastic job, plain and simple. There’s no other cycling race in the country with such a media team – with both high competence and a good dose of humor. They show that humor and seriousness can go hand in hand. In addition, they are eight people who really enjoy working together,” he says.

Nevertheless, he reminds us that Offroad Finnmark is first and foremost a team effort:

– Offroad Finnmark is the sum of the efforts of hundreds of people working around the clock. The willingness to play nice with each other is the very core of the drive. Even though I love the media team, and they are incredibly talented, they would have nothing to communicate without the tireless efforts of the volunteers. They are the ones who ensure that the participants have experiences that remain as memories for life. And the participants notice. As many as eight out of ten return, and nine out of ten recommend Offroad Finnmark to others,” Johansen continues.

As many as 300 children lined up at the starting line for this year’s FeFo OF Barneritt. Photo: Jon Vidar Bull

The children’s ride – an important focus area

In addition to reaching out to a broad adult audience, Offroad Finnmark places great emphasis on engaging the next generation. This year, the children’s ride was a particularly important focus area, where 300 children were given lights for their bikes, and money was raised for the Children’s Cancer Society.

– “We didn’t just want to run an ordinary children’s race, but to see what opportunities lie in the next generation,” explains General Manager Vidar Johansen.

Finnmarkskollektivet, which is an important partner, also contributed by handing out prizes to the children.

But this year’s children’s race was about more than prizes and activity. Thanks to a partnership with Stormlight, Sparebank 1 Nord-Norge and a number of other great supporters, the organizers finally realized a long-held dream: All participants in the FeFo OF Children’s Ride received a bicycle lantern as a prize – worth as much as NOK 700 per set and a total value of NOK 200,000.

– This is not only a cool reward, but an important safety measure. Too many children ride without lights, especially in the dark. This makes them almost invisible in traffic. A small light can actually save lives,” says Johansen.

He emphasizes that Offroad Finnmark is about more than a bike race.

– When we hand out free bicycle lights to young people, it’s about igniting hope, creating opportunities and lighting the way into the darkness. I think that this year, the children’s race was perhaps the most important race.

Volunteers and development in focus

Although the media team gets much of the credit for the exposure, Johansen points out that Offroad Finnmark would not have been possible without the many people behind the event.

– We’ve never had so many good volunteers, and volunteer coordinator Turid Emaus Karlstrøm deserves a lot of the credit for that. She has put in an enormous effort. What the participants remember most is when they arrive at the finish line tired and we ask them what was the best thing about the race – they all say the same thing: meeting the volunteers. They’re the ones who really make the experience worthwhile,” says Johansen.

Anita Kivijervi and Turid Emaus photographed during this year’s race. Photo: Marthe Nyvoll

Safety and holistic experience

The organizer works continuously to develop the rides and improve the experience for the participants. The focus is on creating a “total experience” and ensuring a safe execution.

– We want the route to be as bikeable as possible for most people. It’s the overall experience we’re looking for. Safety and emergency preparedness are always central to our planning,” he says and adds:

– We’re proud that people feel confident that we’re taking care of them. After the extreme weather we experienced this year, we will now review the emergency plan and further develop it – for the benefit of our riders.

Opens registration

Interest in next year’s race is also high. The organizer has never had as many early bird registrations as this year. For example, there are now 172 entries for the 150-kilometer race, compared to only 60 at the same time last year, and registration will open to everyone on Monday.

– “It’s quite incredible. In comparison, we have to fast-forward to May this year to find the same figures,” says Johansen.

With record-breaking registration numbers already, Offroad Finnmark is looking to the future with optimism. The success on social media and the general growth contribute to a motivated organizing staff.

– It’s very motivating to enter the phase we’re in now, where we can both plan next year’s event and continue to develop the concept.

He says that the route committee is currently working on next year’s route, and that they expect to have it ready in October.

– We want to have it ready as early as possible,” says Johansen, adding that they are also looking for a new sponsor for the longest distance, Offroad Finnmark 700.

– The name of the race is “up for grabs” and if anyone is interested, just get in touch,” he concludes.