The "Athlete-Owned Media" Revolution
In just 90 days, professional cyclocross athlete Lizzy Gunsalus successfully transitioned from a traditional competitor to a high-impact digital creator. By shifting away from "posting updates" and embracing episodic documentary storytelling, Lizzy achieved a massive increase in brand visibility, including a +908% increase in Instagram reachand nearly 4,000 hours of YouTube watch time within weeks of launch.
Cover Photo of “One The Course” Episode 1
The Challenge: Breaking the "Race Report" Bubble
Traditional athlete social media often relies on dry race reports and static updates that struggle to reach beyond an existing fanbase. The goal for this campaign was to break the bubble, reaching users who were not yet following Lizzy and building deep-seated loyalty through narrative equity.
The Strategy: "The Hook" vs. "The Meal"
The campaign utilized a Multi-Tiered Distribution strategy designed to move the audience through a marketing funnel:
The Hook (Instagram): Focused on high-energy "discovery" content and raw, in-the-moment clips. This acted as the Viral Engine, designed for mass awareness and personal brand discovery.
The Journey (YouTube): While Instagram provided the "snacks," YouTube provided the "meal". This platform hosted longer, narrative-driven films that expanded the story and created a deeper emotional connection.
Core Philosophy: "Premium-Raw"
The content methodology bridged the gap between raw authenticity and professional production.
The Narrative: Lizzy was positioned as the outsider from America on the European racing circuit, highlighting the grit, culture shock, and vulnerability of the sport.
The Aesthetic: By applying a "Premium-Raw" aesthetic, using professional photo, video, and design to elevate raw athlete life, the algorithm was triggered to treat the account as a premium media property rather than just a personal social account.
Audience Demographics: Global Powerhouse
The strategy captured a "locked-in" audience across the world’s most valuable cycling markets:
Top Markets (Instagram): USA (#1), Netherlands (#2), Belgium (#3).
Top Markets (YouTube): USA (#1), Belgium (#2), Germany (#3).
Age Profile: While Instagram trends younger (24% are 18-24), YouTube captures a more mature, high-value demographic (48.2% are 45-64)
Key Performance Indicators (Nov 2025 – Feb 2026)
Total Views
900,000+
Massive top-of-funnel awareness.
Instagram Reach
+908%
Reached over 110,000 unique individuals.
New Discovery
69% Non-Followers
Proves the content successfully "gamed" the algorithm to find new audiences.
YouTube Watch Time
3,912 Hours
Deep engagement; 96% of time came from long-form content.
Audience Intent
+441.5% Profile Visits
High intent from viewers to learn more about the athlete brand.
The Future of Athlete Media
The success of the Lizzy Gunsalus media report proves that fans are no longer just watching a racer; they are rooting for a person they feel they know. By owning the narrative and prioritizing storytelling over status updates, athletes can create a "multi-platform ecosystem" that remains relevant to the overall cycling market far beyond the race track.
