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This Saturday, March 8, marks International Women’s Day 2025. At The Gralloch, we are incredibly fortunate to welcome an inspiring field of female cyclists each year. With their own dedicated race, these women have the space to showcase their athleticism, talent, and determination at the highest level.
As the world of professional sport evolves, athletes are navigating new challenges—not just on the bike but in the digital space. Social media has become an undeniable force in cycling, shaping careers, building communities, and influencing the next generation of riders. To explore this evolving landscape, we caught up with professional gravel cyclist Maddy Nutt to discuss the impact of social media on sponsorship, accessibility in cycling, and finding balance in a world where training and content creation go hand in hand.
The Rise of Social Media in Gravel Cycling
Maddy Nutt is a professional gravel cyclist with an impressive following of 17.3k on Instagram alone. She uses her platforms to share the highs and lows of cycling, her favourite café stops, and personal achievements—offering an authentic look into the life of a privateer athlete.
With the rise of the sports influencer, how important is social media in professional gravel cycling today?
“I’d say that social media is pretty crucial. There are only so many eyes at the races themselves, whereas with social media you can reach a much larger audience for your sponsors. It’s also a great way to connect with the gravel cycling community and build support from people who follow your content. It’s amazing when I’m at a race and I hear someone cheer my name because they know me from my social media.”
Sponsorships and the Privateer Journey
At the start of 2025, Maddy made the decision to become a privateer—a move that meant securing her own sponsorship deals and managing her racing schedule independently. How has her social media presence played a role in this transition?
“Socials have definitely helped me in my pivot to being a privateer. I definitely feel like offering sponsors more than one channel and longer-form content (YouTube) has helped me gain support and interest from brands. On the flip side, it’s a lot harder work for me, and I really have to balance the content work I do with the actual training and racing, as well as managing all my sponsor relationships and logistics for the year.”
Encouraging More Women into Cycling
Social media has made cycling feel more accessible, particularly for women and girls who might have previously found the sport intimidating. However, taking the leap from watching content to getting on a bike can still feel daunting. What advice does Maddy have for young women wanting to start cycling?
“I’d say to join a local club and meet others who are keen to get going. Find a good-looking cycling café and pedal there to start. The cycling culture of stopping at cafés is a great gateway into an amazing sport! Cycling is brilliant for overall health and fitness, but also an amazing way to meet wonderful, like-minded people.”
Finding Balance in a Dual Career
Balancing life as an athlete and a content creator is no small feat. Many would consider Maddy a ‘sporting influencer’ as well as a pro cyclist, but how does she find equilibrium between these two roles?
“I find balance pretty hard, and I’d say I don’t really have a work-life balance but more of a work-life blend. For me, that works because I love what I do, and it integrates well into my life. I don’t think I can easily switch off from ‘work’ because aside from my three-week off-season in November, I’m training all year round and maintaining sponsorship relationships. I tried to take a solid break last off-season, but I still had contract negotiations ongoing, so it wasn’t fully possible. Luckily, my friends and family are really supportive and can work around my weird work structure. I’m currently on a bus in the middle of Morocco with my sister, who is at a race with me to help capture content.
I think with my personality, I’m always going to throw myself into work with full commitment, so it’s actually better that my job is this, as I can then find fun, creative ways to involve the people I care about. It is a bit weird never having a weekend, and I do think I could input a ‘day off’ better, but I often find that on a rest day, it’s super helpful to optimize the time off the bike with desk work related to content, sponsor communication, or race planning. I definitely don’t think I’ve got the balance perfect, but right now, I’m pretty happy with how I’m living my life.”
Prioritizing Training Over Content
In a world where content creation can become all-consuming, has training ever slipped for the sake of growing her platform?
“This is a great question. I’d say I’m pretty good at prioritizing training in all contexts. I don’t think I’ve ever missed a training session because of a piece of content I had to get out or an email I needed to send. Then, after training comes the admin side of my job and content, and then any time left is for relaxing. I typically try not to work after dinner every day, but I will work while I have breakfast before training. There are also times when I have a deadline to get content out, so I will be on my laptop into the evening, but I try and keep that to a minimum.”
Dealing with Negative Comments and Body Image Pressures
Social media can be a double-edged sword. While it connects athletes with fans and opportunities, it also opens them up to criticism. Maddy recently spoke openly about body image struggles after receiving a negative comment on YouTube. How does she cope with these challenges, and what advice would she give to young female athletes facing similar issues?
“I think being a female athlete is tough in the way that your image can come into question. My biggest piece of advice is thinking about how you eat as a way to fuel the training you are doing. One of my favourite quotes is ‘carbs today, watts tomorrow,’ and I find that having this mentality of food as fuel for performance has really helped me develop a better relationship with food and my image.
I’m lucky to have only ever received a few negative comments online, but you do have to develop a bit of a thick skin to it. In all honesty, I just have to remind myself that the person on the keyboard at the other end of the comment is probably in the middle of nowhere in their mum’s basement spreading unnecessary hate and negativity—and that makes me feel a lot better! Meanwhile, I’m about to race across the Sahara Desert, so I think I’m winning on the life front!”
Celebrating Women in Cycling
Maddy Nutt is an example of how social media and professional cycling can work hand in hand, offering inspiration, community, and new opportunities for riders. As we celebrate International Women’s Day, we hope stories like hers encourage more women to embrace the sport and carve their own path—whether on gravel roads, in races, or through sharing their journey with the world.
Follow Maddy’s journey on Instagram and YouTube.
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