Start pushing.
I used to push my wife and others in crosswinds, or hills.
I've actually pushed her at almost 30mph in a head-crosswind, for 4 miles.
When the end of that stretch finally came, there were only 5 ppl left from 50.
People couldn't believe how strong she was.
We never let on. Ha...

(I was quite twisted though after, riding sideways that hard is not good for the body)