Dirty Chain Podcast Episode 78: Michael Marckx - Belgian Waffle Ride Founder

Overview:

In this episode, host Trevor interviews Michael Marckx, founder of the Belgian Waffle Ride (BWR), and John Holberg, race director for BWR Michigan. The conversation explores the history, evolution, and future of the BWR series—originally started in San Diego—and how it's grown into a globally recognized multi-surface endurance cycling brand.

They discuss the race’s unique characteristics, course development, local engagement, and what makes the BWR different from other gravel or endurance races, including a deep dive into the upcoming BWR Cedar City and Michigan events.

Michael Marckx provides a compelling look into how BWR began as a brand extension and blossomed into a beloved, challenging, and festive series of endurance races. With a focus on community, dynamic multi-surface courses, and consistent branding (waffles, beer, faux pavé, irreverent tone), BWR delivers both world-class racing and a unique cultural experience.

John Holberg reinforces the local-first model used to build courses like Michigan's, while offering practical advice for racers and teasing exciting developments like a running event with Des Linden.

Key Topics and Timestamps:

[00:01:30] Origins of the Belgian Waffle Ride
[00:03:45] Michael’s motivation and brand vision
[00:07:20] Early days before gravel-specific bikes
[00:08:50] Expanding BWR to other regions
[00:11:15] Balancing brand experience and location uniqueness
[00:13:10] Evolution of bike tech and its impact
[00:15:00] Distance and elevation criteria for BWR events
[00:16:50] Creating the BWR Michigan course
[00:18:20] Pros in gravel and BWR’s community-first focus
[00:20:45] Community collaboration and expansion model
[00:24:30] Cedar City course preview
[00:27:00] Importance of aid stations
[00:28:30] Flagship vs. expansion races
[00:29:30] Additional events and partnerships in Michigan
[00:30:30] The concept of “faux pavé”