Do You Believe The Hype?

I’ve been called many things over the years but probably the most annoying is that I’m an “influencer” Now you might say as I publish online reviews, you tube videos and have a instagram following that that is exactly what I am and up to a point I suppose you are right and also wrong, let me explain.

Back in 2018 I was working in the bike industry, selling and fixing bikes in a local bike shop. These new fangled “gravel bikes” had started to be a thing. Of course I wanted one and even tried to get as near to the concept as I could by adapting a hard tail MTB with narrow tyres and a rigid fork. A year later I was lucky enough to be allowed to ride the shop demo gravel bike, a Trek Checkpoint (check the dropdown above for a review of that bike) which I absolutely loved. At that time there were so many companies that were jumping on that gravel band wagon it was really confusing for the ordinary rider to know what was good, what was essential and what just wasn’t fit for purpose. No one really has the cash to throw away on a bike or product that the media tell you you need but in reality is so far from quality or purpose that you might as well just set fire to your pound notes (remember real money?)

So I decided to start UKGRAVELCO on instagram to share my pictures and repost others snaps to inspire people to ride and quite frankly to find people to ride with. I started to be inundated with messages asking my opinion on this or that bike, that wheelset, what should i wear etc etc you get the picture. At the time there was a lot of media attention for gravel, lots of articles online and in magazines (they existed back then!) and many pro riders and those with lots of followers recommending kit. All well and good you might think. However, working in the industry I’d had some of that kit that’d been recommended as essential in my hands and well I didn’t agree. It was then I launched ukgravelco.com to try and give an honest, balanced look and review on some of these items.

I started with bikes or kit I already owned and knew that worked or didn’t and this proved popular. I gained followers at a fast rate and traffic to the website was good. I was able to show this data and contacted a few companies and distributors to see if I could review some of their kit, always with the premise that it was at their risk. If i liked the product I would say so, but also if I thought it was lacking I’d put that in print too. It was a risky move, but I wasn’t doing it to make a living from the reviews, I was doing it to help others and yea, it was fun too. Luckily quite a few companies and marketing people had confidence in their products and sent them to me to try out.

“i bet you get to keep all that stuff you get sent” is a sentence I hear a lot and the answer is yes and a definate no. Understandibly no one wants clothing or shoes back after I’ve worn them for a few weeks, especially bib shorts! Bikes and wheels definately have to go back and a few times at my expense too. I’ve also agreed to review kit I can give away in a competition afterwards either in a straight free competiton with a random winner or by buying a ticket where all the profits go to a charity or good cause such as Nil’s Rider Resilience project.

“How much do you get paid to review stuff?” honestly, nothing, not a thing. Now this is really what inspired me to write this article really. This was because I recieive quite a lot of offers of product that comes with a ready written script from the manufacturer, that script is what they want you to write about their stuff. Basically a glowing review before I’ve even had the product in my hands. This comes usually with a sweetner of keeping the item or the promise of commission. I’ve even had emails asking how much I charge for a positive review! Needless to say I’ve always declined these offers. So have peace of mind that all the reviews on ukgravelco have not been paid for upfront or scripted by someone with a vested interest in having a good review.

I reviewed the ASS Saver Win-Wing last year after writing an email to see if they would send me one to review. I loved it, it’s such a simple idea that really works. I wrote a review and made a a video that got lots of attention. When Ass Savers produced the mark 2 win-wing they asked if I’d like to try one out to see the differences between the original and the new one. Of course I said yes. they liked the ensuing video so much they shared it and offered me a discount code to share with my followers. This was post review and not before it was written/filmed. This was something new to me and it came with what the industry calls a “kick back” This meant every time someone used my code ( GARYW_10 ) they would get 10% off their order and I would get a small percentage of that discount, This was a dilemma, would this compromise my neutrality? I decided that as i believed in the product so much and would recommend it anyway I would agree to it. After all the website hosting and domain does not pay for itself, plus a lot of the products I review I’ve paid for in full from my own money. So full disclosure, for one Ass Saver sale of £20.34 i receive £2.85.

All this is handled by an affiliate company. Usually an advertisement company or media company who handle publicity/promo codes and links for many companies at once. The company that handle ass-savers send out the codes and handle commission, if any and that’s not guaranteed. Most times when you see a link to a product at the end of a review it’s an affiliate link, if you click on it then either the reviewer or the website that is paying the reviewer to write the review gets a percentage kick back. This is why I’ve started putting a disclaimer next to any link I post that it isn’t an affiliate link.

It was while browsing the extensive list of companies on the affiliate website that I noticed that a good many of the accounts of “influencers” I follow on instagram had nearly all the cycling affiliate offers listed on their accounts. In some cases it was almost a carbon copy of the list. Taking a closer look at their content where they are saying “look at what I’ve been sent/this is the best thing ever” etc etc and seeing the long list of discount codes and links in their bio they are getting a kick back for every one. Honestly half the stuff listed i would not even give the light of day too. I get sent an email if there’s a new affiliate opportunity and It’s become a ritual to go to this account and see how long before they announce that they can’t live without that particular product and oh, here’s a discount code so you don’t miss out.

Is this influencing? I guess it is. I feel it’s wrong and this is why I do not like being called an influencer. I’ve had chats with a few cycle industry companies recently about reviewing the latest products and in all cases I own items they’ve produced in the past already, paid for with my own money and the subject of earning a kick back for reviewing their product has come up and I’ve said that I believe in their product and that I’d recommend it anyway regardless of kick back.

This is the only way I can go forward, I can’t continue reviewing without being totally honest. If there’s any offer code then I’ll be upfront about any kick back and I won’t be agreeing to that until I’ve properly seen and tested the item.

So choose your influencer carefully, there are genuine reviewers out there that will only take kick back on products they really believe can make a difference to your riding but unfortunately there are those who clearly are only in it for the money.

This may be old news to you, it may open your eyes and make you look at any review or influencer with a pinch of salt and if it’s the latter it’s been worthwhile writing this. No pictures on this one as I didn’t think it was fair to use unrelated pictures just to fill out the article and implicate any company, product or dare I say influencer wrongly

if you’d like to support these honest reviews and ukgravelco.com then please consider following this page, the instagram channel, subscribing to the youtube channel all of which are free to do or buying something from the ukgravelco shop, links below, non of which are affiliate

https://www.instagram.com/ukgravelco/

https://www.youtube.com/@ukgravelco

https://ukgravelco.bigcartel.com/