Influencer Sessions: Get to Know @stefangarlicki

We caught up with athlete influencer @stefangarlicki, to talk athletes becoming internet personalities, hopes for the biking community, and content styles. Read on to discover how this Pro DH Mountain Biker rode his way to 123K followers on IG alone!

Where does your love for mountain biking come from?

Hard to say where it started but I was always attracted to 2 wheels since a young kid. I started racing motocross at 8 years old and after 10 years I made the switch to mtb due to the costs being a little better. But then soon realised that I actually enjoyed it more!

How has the increase in athletes becoming internet personalities impacted the opportunities you receive from brands?

100% this has changed my career. Social media has opened many doors for athletes to work with brands and earn a living doing what they love without needing to race. However, this does come with added pressure to perform which is not always so easy.

Which platforms do you predominantly use? Which do you prefer for posting, and which for community building? 

I use Instagram, TikTok and recently started growing my YouTube. I have placed the most importance on Instagram, but in terms of community I think YouTube has viewers that are more invested as the videos are much longer and so they need to really be interested in order to stick around.

Watch on TikTok

How does community engagement vary on your chosen platforms?

Mmm tough question, I think Instagram is the highest but I think YouTube will overtake that in time when I have grown my account to the same level.

What is your favourite type of content to create, and which works best for your audience? Is there a juxtaposition? 

I do a mix I would say, I do some comedy, I ASMR, I do “how to’s”, I do POV shots and I do more series riding content. I think it depends but I would say the comedy content overall gets the best response but not always.

In your own words and experience, how would you define “influencer marketing”?

Connecting to your own community in an authentic way, building trust and having a loyal follower base that is really invested in what you do and say.

Why do you think influencer marketing is so powerful in today’s society?

I think the world revolves around community and this type of marketing is highly-targeted to exactly the right audience. Instead of having a TV commercial or billboard that anyone can see, you have a tight group of loyal fans who really take what you say to heart. There is a big element of trust and the fact that most of them are in the right niche and use the products that I do.

Do you have experience working with brands? How do you decide which brands you would like to work with?

I have worked with so many brands over my career, it’s tough as you always need to make sure the brand fits the niche and your values. I also think about how I can integrate the brand into my content in an authentic way. It always depends.

Watch on TikTok

How do you foresee the influencer marketing space changing within your niche in the next 12 months?

I think the trend is heading more and more into the influencer marketing direction and brands are seeing the value in this. I am a little concerned with AI and how this will impact this in future.

Based on your experience, what would you advocate to change about the athlete influencer community online?

Mmm nothing off the top of my head. Maybe people not judging others so easily.

How do you balance your online and offline lives?

This is very tough and to be honest I am still trying to find this balance. I feel as an influencer you are always on.

Where do you see yourself in the next 5 years?

Married with a child and my own house with a more secure income from other sources besides my social media. I have just started a podcast for the best athletes in the world called “Icons Uncovered” and I am working on launching a Social Media Marketing agency.

What is a piece of advice you would give to your younger self when starting out as an athlete influencer?

Be patient and don’t take things too personally.

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