By: Anthony Walsh, RoadManCycling.com
- He stopped mid-climb to adjust his camera exposure settings-I’m not joking.
- 4km’s into Alpe d’Huez. The most iconic climb in cycling. He unclips, pulls out a tripod, and starts filming “authentic suffering content.”
- As this was happening a 60-year-old on a steel bike passes him without looking back.
- 50K followers and probably a lower threshold than 50w
Welcome to cycling’s creator economy, where performing for the camera matters more than actual performance.
Last month, I rode with a “cycling influencer.” It was an experience…
What was a 100km planned route, it ended up including:
- 20+ stops for content
- 6 hours total time
- 2.5 hours actually riding
Every climb needed three angles. Every coffee stop required a flat lay. Every “spontaneous” moment was rehearsed.
He’s making more from one sponsored post than most Cat 1 racers make in a season. While domestic pros driving 8 hours to race for $200 prize. He flies business class to shoot “epic content” in Girona.
I have no problem with bike riders building a following and monetising but you can’t skip the bike rider part. The end result is that we’re creating cyclists who can’t actually cycle.
I was on a brand trip to Mallorca last year. Half the “athletes” couldn’t ride in a group. Basic etiquette? Gone. Bike handling? Dangerous. But their content? Chef’s kiss. One lad crashed trying to film while descending.
The old model used to be, get fast, get noticed, get sponsored. The new model has become: Get followers, get sponsored and maybe learn to ride (optional). I know “ambassadors” who own $15K bikes but can’t change a flat.
This isn’t anti-influencer. It’s anti-delusion. Some creators ride well AND create content. Respect. But when brands pay for reach over reality, we get:
- Safety advice from people who cause crashes
- Training tips from people who don’t train
- Product reviews from people who rode it once, for the camera
- And probably the worst part…Young riders now think this is the path.
Why suffer through intervals when you can practice ring light placement? Why race when you can “share your journey”? I met a junior who quit racing to focus on “content creation.” Had real talent. Now films coffee stops. And guess what, We built this.
Every like on a staged suffer-face. Every share of “authentic” content. Every purchase from whoever has the best feed. We chose performing over performance. And now we’re surprised that cycling culture is more concerned with angles than watts?
The 60-year-old who passed him on Alpe d’Huez? Probably did it in 1985 too. On steel. Without documenting it. Just rode his bike. What a concept.
Ps. social media has been really iterating me recently. Scrolling through fake ai influencers, politics and war to read my cycling content.
I’ve starting building a free cycling community where we can go and talk just about cycling, fitness & health. Visit it HERE.
