Over the last six years, I’ve been sharing my cycling adventures through photography on Instagram. Blogging came into the picture about three years ago, and I’ve been calling myself a professional photographer for two. It’s also been two years since I left my freelance consultancy job to fully commit to this cycling-centric career. But in all honestly, things only have picked up pace recently.

Nowadays, I talk to a lot of people who try to get a grasp of how I make a living with all of this. Some think it’s all free bikes and stuff, while others assume I’ve discovered some secret formula to effortless wealth. But the hard truth is that there's no such thing as a free lunch.

Before you continue reading, you must understand that the way I run my business affects everything. From how I use my camera to why I travel, from the hours I pour into editing photos to the effort spent on writing down my thoughts.

In this post, I’ll peel back the curtain a bit to show you the nuts and bolts of how this all works, at least for me.

MULTIPLE STREAMS OF INCOME

Let’s debunk the myth first! Making money on Instagram is rarely as simple as snapping photos, pulling an Instagram post, tagging brands, and watching the cash roll in. Unless you’re someone like my friend Puck Moonen who can probably even monetise a coffee-stop selfie, it will probably never happen that Instagram alone will cover your monthly expenses.

Even for these big accounts, Instagram is just one piece of the pie. Take pro cyclists like Tadej Pogačar or Mathieu van der Poel. They’ve got massive followings, sure, but their main income streams come from being, you know, the best riders in the world. Similarly, the Grubers (of cycling photography fame) have thousands of followers but mainly earn their keep through race commissions and separate brand-related shootings.

The same goes for me. With my comparatively modest 15k following, Instagram doesn’t earn me a single penny directly. Yes, I get offers for free stuff now and then, but I usually turn those down. Free stuff doesn’t pay the bills, and I’m not about to sell out for a dodgy water bottle or something else I’m not interested in.

Instead, I’ve built my income through a mix of photography, licensing, writing, blogging, and a couple of, let’s call it gigs. It’s a patchwork, but it works great!

FOLLOWERS ≠ FORTUNE

Prove me wrong, but I think having a big follower count doesn’t necessarily mean a big payday. A profile with 50,000 followers might actually be less profitable than one with 5,000 if it’s all just fluff. The difference is in your approach.

A niche audience is gold dust. It attracts a targeted following that brands in that space want to reach. But not all niches are created equal. Some are more profitable than others. A finance-focused profile, for example, might have greater earning potential than a cycling one, even with the same follower count. Guess why I’m writing this post. Wink.

That said, focusing solely on follower growth is a trap. What you want is to earn a reputation. And that’s built through consistent effort, authenticity, and, honestly, a bit of luck.

how I STARTED with INSTAGRAM

I was fortunate with my timing. While I don’t consider myself an early Instagram adopter, I joined when steady, organic growth was still achievable with photography. My profile grew gradually but authentically, and I focused on building genuine connections with like-minded people. That authenticity didn’t go unnoticed by brands.

At some point, I started receiving offers from brands to post in exchange for free products. But 99% of the time, the products felt crappy or the brands dodgy. I declined hundreds of offers because I couldn’t genuinely weave them into my content and stories.

But at some point, I started reaching out to brands I already admired. Some responded with free products, others with generous discounts. Many didn’t respond at all. But the collaborations that did materialize were already fun!

Eventually, I realized I was on the edge of running a business. Brands valued both my photography skills and the platform I’d built. Some requested my visuals for their campaigns, while others sought authentic promotion to my audience. Occasionally, they even wanted both.

WHY I started my BLOG AND monthly NEWSLETTER

While Instagram is fantastic for sharing thoughts in words too, its 2,200-character limit quickly became a major roadblock for me. Now and then I love diving deep into topics, and Instagram just doesn’t allow for that. Plus, my posts vanish into the black hole of the Instagram algorithm within just a few days. No matter how much effort I’ve poured into crafting these.

That’s why I started my blog and my newsletter. The blog is where about topics I’m beyond excited about. Also, it’s a place where I answer the questions I get asked most, allowing me to explore topics in depth. On my blog, my work doesn’t just disappear but stays accessible and searchable for years, even organically through Google. The newsletter, on the other hand, is intentionally simple. It’s a short, monthly email featuring only five bullets. It could be about gear, training, photography, trips, tips, recipes, discounts, and it always comes with a quote I’m pondering. It’s always something worth reading. No fluff.

The blog now organically pulls about 6,000 eyeballs a month. The newsletter has over 1,000 subscribers with an impressive 74% average open rate. Together, they form a platform I control. A place where my efforts have a lasting impact.

about my PHOTOGRAPHY, WRITING, AND building communities

Everything I’ve achieved stems from three core passions. Playing with my camera, expressing myself in words, and connecting with like-minded cyclists from all over the world. And all these things contribute to my business and being of value in one way or another.

Photography

What started as casual iPhone snaps has evolved into carrying a professional camera setup on my back. Over the past two years, I’ve refined my camera skills, learned about selling photos and licensing, and built an efficient yet creative workflow. Whether it’s for a one-off shoot or ongoing monthly collaborations, my photography has become a cornerstone of my work.

Writing

Writing has always been something I loved to do. Back in school, I was the kid who enjoyed crafting essays that always went well beyond the required length. Then, for years, I left it aside. Actually, until Instagram reignited that creative spark. Now, whether it’s Instagram captions, blog posts, or my newsletter, writing is how I channel my thoughts into something meaningful and engaging. It works perfectly on these owned channels. But it also extends to contributing to brands for their blogs and writing their website copy. I’m even exploring things with magazines.

Communities

The “social” aspect of “social media” is what I value most. Instagram has connected me with extraordinary people. Both locally and globally. And those connections have blossomed into unforgettable rides and genuine friendships. In every corner of the world. And when I share about events or products I genuinely love with my beloved friends, it creates value for everyone involved. It’s not just promotion. It’s about sharing what I care about. That’s it.

SELLING THE COMPLETE PACKAGE

At the heart of my business is the ability to combine my skills. Sometimes I only sell photos. Other times, it’s about blog posts or social media collaborations. But most often, it’s a mix of everything.

I aim for long-term partnerships where possible. For example, I’ve been working with Wahoo for years now, providing them with photos and content every month. I also collaborate with Maats Cycling Culture to grow their community, run events, and drive traffic to both their online and physical stores.

One-off collaborations are also a key part of my work. While cycling brands are often at the forefront, I’ve found a lot of joy in working in the tourism sector too. Whether it’s with tourism boards, tour operators or hotels. For example, I partner with a cycling hotel, like La Genzianella in Bormio, combining several deliverables. Sharing things on Instagram, writing an in-depth blog post, and delivering them a curated library of photos for their own marketing use.

It’s the blend of seeing the world and delivering value that makes these projects so rewarding.

DO WHAT YOU LOVE UNTIL YOU LOVE WHAT YOU DO

If there’s one lesson from all of this, it’s that building a career around your passions takes time, effort, and a lot of trial and error. For me, it’s all been about combining what I love. Cycling, photography, writing, and genuinely connecting with like-minded others. And over time, I found ways to create value and sell what I do.

In all fairness, the road hasn’t always been smooth. But the reward at this point is incredible. And if you’re thinking of following a similar path, please take in account my advice: don’t focus on copying someone else’s journey. Instead, figure out what drives you, embrace the process, and let your unique passions and skillset guide your way.