Meet , , and – three content creators redefining what it means to be a triathlete in the digital era. With massive followings on TikTok and Instagram, they’re not just documenting workouts and race days – they’re inspiring a whole new generation to dive into the swim-bike-run life.
In this roundtable, we dig into the real impact of social media on the sport as Carolyn, Noel, and Nikki open up about the challenges and the perks of influencer life – and why they’re committed to showing the unserious side of the sport.
Triathlete: Let’s start from the top – why did you decide to share your triathlon journey on social media? Was it intentional or more organic?
Mulkey: It was super organic. I wasn’t planning to become an influencer. Around 2020, I was getting ready for a 100-mile bike ride and decided to do a simple “get ready with me” video. I didn’t think anyone would care – but it blew up. It got like half a million likes overnight. That’s when I realized, “Wow, people are actually interested in this sport.”
Hawkes: I’ve been doing triathlons for maybe six years now, but I only started creating content properties in the last year and a half. At first, it was more just to hold myself accountable, but it evolved into this personal diary where I could look back on races and not take myself too seriously. My camera roll was full of me running, cycling, or swimming anyway, so I figured – why not make something out of it?
Carter: I started triathlon in 2016 and like Nikki, I was mainly documenting my journey for myself. It wasn’t until around 2022 that my account really started to grow. For me, it was pretty organic. When I started, there weren’t that many influencers in this space. I just posted race photos and then later made a reel that did really well, which got me more into content creation.
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Of the billions of accounts on social media, why do you think people are drawn to your content?
Mulkey: I don’t try to be anything I’m not. My videos aren’t overly edited – you can see the mess in the background of my vlogs sometimes. I’m an open book. I think people connect with that kind of raw honesty.
Hawkes: I can be quite spicy, and I think that stands out. Also, I’m really consistent with my branding. I always call my followers “little beans,” and I think people remember that, even if they don’t necessarily like me. It sticks with them, whether they’re rolling their eyes or laughing.
Carter: For me, it’s about being funny and making light of the sport. I also think the whole idea of being a “slow pro” is unique. I’m not the fastest, but I still got my pro card, and I think that shows people that it’s possible, even if you’re not super fast. I like to make that goal feel attainable for others.
Is that the goal with your platform? To make the sport more approachable?
Hawkes: The internet can sometimes make triathlon feel way more complicated than it is, with all these crazy coaching plans and gear recommendations. My goal is to make it clear that you can be an average Joe and still take on those big races. Plus, I want to entertain people! I want to make you laugh and forget about your problems for a bit.
1 planned cafe stop and one impromptu one when we came across a charity bake sale Total cycle was about 119km by the time I got home
Carter: When I started triathlon, I was pretty young, and honestly, the sport was really intimidating. I didn’t see many women out there at my age doing this. So I try to create content that’s welcoming and helpful for people, especially women, who might be in the same spot I was in back then.
Mulkey: I’ve been in this the longest, and at this point, I have realized that my end game is to just help people, whether it’s to build mental health awareness or to talk about sobriety – I’m open about having bipolar two disorder and my past addiction – and to inspire them to change their life. That wasn’t my intention setting out, but now it’s kind of morphed into that.
Let’s talk about content creation. How do you come up with fresh takes on swim, bike, and run?
Carter: A lot of times, I scroll through social media in the evenings to get inspired by trending audio or something funny I can make into content. But often, I’ll just be on a ride or a run, and an idea will pop into my head. I’ll jot it down in my notes app and then film it later. If I’m on a particularly beautiful ride, I’ll make sure to grab clips. So, it’s a little chaotic, but it works!
Hawkes: Oh my gosh, my notes app is a complete mess! I write down anything that comes to mind, whether it’s something funny I hear or a meme I find. I don’t really have a strategy, but I’ll try to create a storyline if I’m building up to a race.
Mulkey: Most of it’s off the cuff. You can probably tell. I used to be way more organized, especially when I was making a lot of money the first few years. But recently, after injuries and a less-exciting year, I’ve just been posting whatever’s happening in my life. It’s second nature for me to just pull out my phone and film stuff.
Do you feel like you are actually influencing people to get into triathlon?
Carter: I do get messages from people who’ve never done a triathlon and want to try it. They’ll tell me I’ve inspired them to do their first race, and that’s the ultimate reward. I’ll also get recognized at races, which is pretty cool. It’s such a fun community.
Hawkes: I’m more on TikTok, and I find that there’s a different, younger audience over there. They’re new to triathlon, so I do get a lot of questions from followers. Like, “What shoes do I get?” “What outfits do I wear?” “How do I get into this?”
Mulkey: People have told me my videos are the reason they started riding or signed up for a race. I never expected that kind of impact, and it’s been the coolest, most humbling part of it all.
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So let’s talk about the darker side of social media. Noel, as the OG of the group, can you speak to that?
Mulkey: When I first went viral, people didn’t know how to label me based on my voice or appearance. I posted this video on TikTok of me winning a race, and it got a ton of hate. People thought I was a trans woman competing in the women’s category. Every comment – thousands of them – were just hateful. I couldn’t read them. It was driving me nuts. But once I found a real community, the positive outweighed the negative. These days, when a reel goes viral, it’s shown to a new audience, which can bring fresh hate, but honestly, after six years, it doesn’t phase me anymore. I’ll even clap back sometimes – I don’t mind saying something. But it doesn’t cut the way it used to.
How do you build up that resilience?
Mulkey: I’ve trained myself not to give it that much mental energy. Comments help engagement anyway. And once I found my community, it was really cool – like, they’ll defend me when trolls come in. I have a whole little army now. There were times when things got stressful, especially when I was really busy with brands. But the negative comments are never going to make me want to walk away.
You each put it all out there, including the build-up to big races. So if you have a bad day out there, do you feel like you owe the world an explanation?
Carter: My first pro race was Santa Cruz 70.3 in 2022, and I just had a terrible race. I cramped, didn’t feel well, and it was just a mess. So many people were tracking me, and I knew I had to say what went wrong. But honestly, I posted about it, shared my mistakes, and everyone was super supportive. Most people get it – bad races happen, and there’s no shame in that.
Hawkes: I feel like I’ve been pretty open about my journey, and I tell people that I’m not a pro, I’m just someone training while working a full-time job. That makes it feel more real, and people appreciate the honesty.
Mulkey: Back in the day, I used to be self-conscious – like, “Oh no, this race went bad, what do I say?” But now? I’ll say exactly what happened. I don’t care. One of my best videos was after I did an 11.5-hour Ironman in Kona, which was really, really bad for me, and I was just honest. Turns out, people really connect with the tough days more than the good ones. I always tell people, don’t go silent after a bad race. Just be real. No one’s judging you the way you think they are.
What about when you put content out there and it doesn’t perform as well as you hoped? Do you take it personally?
Carter: Oh, definitely! I think it affects everyone. Instagram’s algorithm changes all the time, so one month reels are the thing, and the next it’s all about carousels. It’s hard not to take it personally when something doesn’t do well, especially if you put a lot of effort into it. But I try to remind myself that it’s not always about the content – it could just be the algorithm.
Hawkes: I do, yes. I try not to take it personally, but sometimes it’s hard not to. The algorithm is constantly changing, and it can be frustrating. I just try to make content that I enjoy creating and hope others enjoy it too. If it doesn’t do well, I remind myself that it’s just the algorithm, not necessarily the content. It does feel personal, though, sometimes.
Mulkey: It’s funny. The more time I spend on something, the worse it performs. I think we each have our own flavor, and if I try to be something I’m not, people are going to see through that. They won’t like it if it’s not what they’re used to.
OK, so spill a bit about the perks of being a triathlon influencer.
Mulkey: There have been so many! I’ve gotten some awesome trips out of this. Ironman flew me out to Cairns, and I got to see the Great Barrier Reef. I remember being out there thinking, “This is purely because of social media.” It was my first time in Australia, and that was just wild.
I also got media credentials during the Ironman World Championships in 2022. Like, I had a mo-ped and could go along the course – apparently, even The New York Times had trouble getting that access. That was one of those “how did I end up here?” moments.
Carter: I just literally got home last night from a Zwift event in Mallorca. It was a group of influencers plus people from the Zwift community, who paid to attend. We were there to hype up Zwift and the event. It was really an amazing trip.
Hawkes: I was invited to do Ironman 70.3 in Valencia in a couple of weeks, which is fun. I’ve also done a campaign with for swimsuits made from recycled plastic. Fun collabs pop up here and there, and I try to grab them!
What’s the end game? Do you see yourself doing this for the long term and continuing to build your brand?
Hawkes: At first, it was just about having fun and creating content. But the more effort I put in, the more I realized there are opportunities to work with others. I think you start to see the benefits of partnerships, so now it’s definitely a mix of fun and building a business, so I’m curious to see where it takes me.
Carter: That’s a great question. I still don’t know. If it became a full-time thing, that would be incredible. But the thing is, the income can be inconsistent. Some months you get brand deals, and other months, it’s pretty quiet. So I’m not sure yet, but I’m also open to seeing where it goes.
Mulkey: It’s funny, since I’ve been in this the longest of most folks in the triathlon space, I’ve seen how much you can make as a content creator, and now I’m not making much at all. I probably need to find another way to make a living, but I grew up with social media, and I can’t imagine not being part of it. I don’t know what I’d do with my phone! If anything, maybe I would step back and take a week off here and there, nothing’s going to make me walk away. I’m here for good!