Social media ain’t what it used to be. From the changing algorithms of Instagram and Facebook to the oversaturated maze of YouTube to the platform formerly known as Twitter — the virtual landscape for content creators and influencers is changing rapidly.

That has driven much of the internet’s creative class to find platforms that benefit individual creators at least as much as corporate owners. And OnlyFans, the subscription-based platform that allows for easy monetization of paywalled content, has emerged as a tantalizing possibility for athletes looking to leverage their followers into a sustainable business model, from Olympians to race car drivers to UFC fighters.

But since 2022, OnlyFans has also begun making sponsorship deals with a rising number of outdoor athletes. It’s offering similar compensation and perks as sports brands like HOKA or adidas, but with more freedom of expression, according to athletes and agents interviewed by GearJunkie.

“OnlyFans is passionate about providing opportunities for athletes in smaller, niche sports, recognizing that it is often harder for them to access funding and to reach a wide audience,” an OnlyFans spokesperson told GearJunkie.

To that end, OnlyFans just announced the first-ever trail runner to join its roster: Sabrina Stanley, a two-time Hardrock 100 winner, FKT record holder, and former adidas athlete. A few months earlier, Red Bull-sponsored cliff diver Ellie Smart also joined the OnlyFans team. Other sponsored athletes include champion motorcycle racer Josh Herrin, downhill mountain biker Stefan Garlicki, and motocross racer David Pulley.

And while OnlyFans may be known for its pornography, there are plenty of creators making family-friendly content. Some athletes may offer spicier, adults-only videos. Others just want a way to easily monetize behind-the-scenes content from competitions or training. Regardless of what athletes make and sell, OnlyFans appears to be a smarter way for many of them to manage their personal brands.

GearJunkie interviewed Stanley and Smart, also a recent addition to the platform, to find out why they chose to become OnlyFans athletes.

Trail Running: Sabrina Stanley

GearJunkie: In your Instagram video announcing this, you called your decision to partner with OnlyFans “non-traditional.” Can you expand on that? 

Stanley: There’s a short list of companies in the trail running space that offer contracts to athletes where it becomes possible to train and race full-time. I did not sign with one of these companies. I signed the first OnlyFans contract in our sport. I don’t believe this was on anyone’s radar. OnlyFans has been in my peripheral for a few years.

Out of fear of rocking the boat, I never started an account or had a conversation with my previous sponsor to see if this would be allowed. In the meantime, I was working on grabbing content that I might want to share on an OnlyFans account, if I was ever brave enough to start one. When adidas and I parted ways, my agent and I were brainstorming potential sponsors, and he suggested OnlyFans. 

We are excited to pave this path for other athletes who may feel as if they want to express themselves more freely than a traditional sponsor allows, while still have the backing of a serious sponsor behind them.

GJ: What’s one of the main benefits of choosing to connect with your fans through this platform?

Stanley: I hope that I am able to strike a balance on the platform of showing more than a one-dimensional side of me as a competitor. I’d like to sprinkle in a more rounded version of who I am as a person. I have some renegade in my DNA, with OnlyFans, I can let that mischievous, fun, rebel side out to play a little more, while hopefully also being more vulnerable on how I’m feeling heading into races or my thoughts post-race. I’m still working on this aspect of how to share real insights into trail running, the emotions behind the curtain, in a way.

GJ: So do you think it’s more complicated for women athletes to navigate these issues than men?

Stanley: As an athlete, we are expected to be “female athletes.” This means we can’t own our power. Confidence, in any aspect, is shamed. If I know I’m going to win, I’m going to say it. In relation to confidence, women are asked to wear tiny shorts and sports bras but not lean into this image too hard. The industry can sexualize our bodies, make money off our images, but if the athlete takes the power and sexualizes herself, there is an issue.

Tom Evans did a nude photoshoot, and it was viewed as an athletic body, a powerful runner. As a female, I didn’t feel it was acceptable for me to present in the same way. With OnlyFans, I can say look at the work I’ve put in, this is my body, I’m proud and I’ll make money off it, not the industry. This ownership, the lack of going with the flow, either endears people to me or puts them off. I’m okay with that.

GJ: Do you see a larger shift in how athletes, including trail runners, can connect with their audience?

Stanley: One of the largest factors of signing with OnlyFans that I’ve embraced is the freedom to use gear that I love. I can pick the best running pack, the best rain jacket, shoes, poles … anything. Then I can be 100% honest with my audience about my experience with that gear without feeling like I am a snake oil salesman.

This is how I wish all athletes were able to talk to their audience. Unfortunately, the nature of the beast in the current system is gear brands buy athletes to promote their product. With nonendemic brands coming into the trail running space, maybe this will lead to better product (more women-specific shoes and trail vests, please!) because athletes of a high caliber can be forthcoming about their preferences.

GJ: Do you think some people will be surprised by your decision to partner with OnlyFans?

Stanley: Yes, there are a lot of people out there who don’t fully understand what OnlyFans is. They have also not encountered, due to unwillingness or lack of exposure, a woman refusing to accept the culture of purity. A man running up a mountain without a shirt on doesn’t make him less respected, nor should it for a woman.

I desecrate my body to run 100 miles, and no one has ever told me to stop, to treat my body with more respect. But if I show a little nudity? I should be honoring my body more? If showing my physique overshadows my accomplishments, that is coming from someone who has no idea what it means to race 100 miles — I don’t have time for that.

Cliff Diving: Ellie Smart

GJ: Do you think it’s easier for athletes to monetize their fan base now? If so, what do you think that means for your sport?

Smart: I think we’re in a unique era where content can absolutely be monetized, but there’s a challenge — especially in extreme sports. A lot of times, when a dive goes viral, big pages will grab that content, share it, and profit from it, while the athlete who actually took the risk and put in the work gets nothing.

That’s why I love OnlyFans. It gives me the ability to protect my content and monetize it directly, ensuring that the value of what I create stays with me. It’s empowering to have that control and to build a community that appreciates the sport and the stories behind each dive. I think this shift can be huge for extreme sports, giving athletes more agency and opening doors for the next generation to not just perform, but also thrive.

GJ: What are some of the advantages of this partnership for you, as opposed to other options for professional athletes? 

Smart: One of the biggest advantages of partnering with OnlyFans is having the freedom to share my sport without restrictions. On other platforms, my content would often get flagged or banned for “dangerous acts,” even though cliff diving is my professional sport — one that has a global presence and is recognized worldwide. It was frustrating to have my passion and career misunderstood in that way. OnlyFans gave me a space to celebrate the sport, share behind-the-scenes moments, and connect with fans who truly appreciate the art and athleticism behind what I do.

Being part of a platform that’s growing and expanding its brand beyond its original perception is an honor. It aligns with my own mindset of pushing boundaries and redefining what’s possible. This partnership offers a level of creative control and authenticity that’s hard to find elsewhere.

GJ: Were you concerned about negative reactions from some fans or followers by joining OnlyFans?

Smart: If you’d asked me a year ago, I never would have thought I’d join OnlyFans. But after learning more about the platform and understanding everything it has to offer, I realized the pros definitely outweigh the negatives. It gives me the freedom to share my journey, protect my content, and connect with fans in a much more meaningful way.

Plus, it aligns perfectly with my personal brand — pushing boundaries, breaking barriers, and being unafraid to take that first leap. I hope my choice inspires other athletes to step forward and see the potential in this incredible platform so they can continue doing what they love while building a sustainable career around their passion.