Photo: Gruber Images
February 3, 2025
Last year, I began freelance work for komoot, the well-known app that helps more than 40 million users worldwide plan, track, and navigate hiking, cycling, and running routes with personalized recommendations and maps.
As a komoot content creator, my job is to spend time in a destination, ride several routes, take photos, and share my experience in what is called a “Collection”: a set of routes with maps, text, and photos grouped on an overview map with a narrative.
This Collection is then shared on the feed of komoot users who might be interested by the type of experience I had. In July, I went to Bormio to create such a Collection:
It’s a cool job that I truly enjoy. But wait… it gets even cooler. Komoot organises an annual award ceremony to recognise the best partner campaigns. And at this year’s event, the “Best Content Creator Collection” was awarded to… Bormio.
The award rightfully went to the Bormio team, which initiated and funded the project, though I feel proud to be part of that success. Every morning, it’s like I see an “award-winning content creator” when I look in the bathroom mirror. And thanks to this grand title I’ve awarded myself, I’ll now be able to sell my method in an exclusive online masterclass entitled “how to create award winning content in 5 easy steps.”
No, that’s not going to happen. For two reasons: one, I don’t know how to sell myself. Two, because the steps aren’t that easy.
Instagram vs reality, alpine edition
Chances are, you think of a content creator as a stylish cyclist, effortlessly riding perfect switchbacks with a camera strapped on his back. He captures gorgeous images one-handed from his bike, then stops for a latte macchiato at a tiny bar in a mountain village. Meanwhile, he pimps his Instagram feed with photos edited in one click using a trendy preset (dark and blurry, that is). Back at the hotel, it’s time for one big photo dump before setting off to the next dream destination where he will repeat the same ritual.
This may be the reality of some geniuses, but mine is different. Let me take you through my workflow (for free, I know I am stupid).
To create the Bormio Collection, I first spent time (way too much time) on my screen studying the area to understand its highlights, what it is about. Answer: when you look online, it’s all about the Stelvio.
Next came a Zoom call with the Bormio team to align on expectations and plan the trip. This is where I understand they want to show what there is… apart from the Stelvio. The good news was that they had a cycling expert to help choose routes: local legend Daniele Schiena. Ironically, his nickname is Stelvio Man but he is way, way more than that. The dude knows every road and trail in his home region, as I will learn later.
Daniele aka Stelvio Man. It’s written on his jersey
Next one, logistics: book my hotel, figure out how many hours I will be driving to get there (hint: a lot), prepare two bikes (road and gravel) and pack my stuff.
Then in the days leading up to the trip, it’s an anxious wait as I refresh my weather app every hour: when will this low-pressure system hit the Alps? Will the daily thunderstorms start at midday or late in the day? Is it worth going, or will I waste several days watching the rain fall?
Finally, I hit the road and arrive in Bormio. Google Maps takes me through narrow, forbidden streets, and I circle the village three times before arriving at my hotel, which houses a Slovakian ski team. Why? Because the Stelvio also provides access to ski slopes that are open every morning during the summer for training. It’s a fun fact, but it means I’ll be woken up around 4am every day by a group of young, chatty skiers hauling huge bags through the corridors, in a hurry to tackle slalom gates before the snow gets too soft.
Riding bikes while carrying your office
On day 1, I am met by Matteo, Daniele’s friend and a very skilled bike guide. He also looks extremely fit. We are soon joined by Stefano, a journalist from Varese. At last, the “real” work begins. My camera is in a backpack with an extra lens and a bunch of spare batteries, which weighs me down by 2 kilos. And takes me far from the “fast and stylish cyclist with his camera strapped on his back” aesthetic.
Matteo in his natural element
Therefore, the first challenge is to try and keep up with Matteo while conserving enough bandwidth in my brain to deal with everything that’s going to make my day a success (or failure):
| Question | Answer |
|---|---|
| Is this a good photo spot? | Probably |
| 5 minutes later: wait, what about this other spot? | Yes, let’s stop again |
| Was this image in focus? | No, let’s do it again. And again |
| Is this cloud blocking the sun going away? | Maybe, let’s wait 5 more minutes |
| Was this cloud blocking the sun actually better for the light? | Errr… yes |
| How about climbing on this tree to take a photo? | Sure |
| Do I have enough switchback photos? | Never |
| Is my lunch still warm? | No, I just spent 20 minutes taking photos of it |
| Did I eat enough? | No, I’m bonking |
| Will they still be serving dinner when I am back at the hotel after sunset? | Yes, we are in Italy |
| Are we on schedule? | No |
| The energy in the group is getting low, should we call it a day? | No, I have only shot 300 photos so far today |
| When is the storm coming? | Sooner than I want |
| Did I just feel raindrops? | Shut up |
| Are we there yet? | One more climb |
| Is this the most beautiful place in the world? | Yes (over and over) |
| Would I like to be anywhere else right now? | Hell no |
Did I mention the mechanicals while the storm is coming?
So yeah, these are long days. I spent 20 hours riding and shooting in Bormio to document 3 tours. Racking up monster days and not falling asleep over my dinner: this my main motivations for training hard all year round. Because I want to enjoy my pizzoccheri (Bormio’s version of pasta) or other specialities in the locations I visit.
Anyway, I came back from Bormio with over 1,500 photos, and that’s when the next stage of the work began: going through all this material, selecting the best images, processing them. Not with a one-click preset, because that’s not how it works. And then adding words to the mix: researching historical elements, writing an introduction for the collection and a description of each day.
We don’t need more cowbell
At this point, I should confess: I’m not a fan of the word “content”. To me, it sounds bland, like filler for an empty space. I imagine a marketing team working a campaign when someone asks: “hey, we need more content here, can we come up with something?” Maybe it’s because it sounds like “we need more cowbell”?
If you’re still here and not lost in a rabbit hole of SNL or Christopher Walken videos (you probably are, and you should), let’s get back on track. The thing is, I can’t really think of what I do as “content.” I’m here to tell a story. In the case of Bormio, the story is simple: there’s much more here than just the Stelvio. Through images and words, I want to pull the viewer into my world—not to admire my beautiful life, but to see what I see, ride what I ride, and feel that sudden urge to drop everything and think: I want to be there, right now.
Right here, right now
In this case, I’m using a komoot Collection to inspire cyclists worldwide to explore beyond the Stelvio in Bormio.
And there will be more: I came back with so many images and stories to share. So expect more here on Switchback and on other channels. In the meantime, I’d like to thank everyone in Bormio and at komoot for giving me the opportunity to ride in a beautiful region, make new friends and share my experience.
Oh and if you are looking for a content creator storyteller, my 2025 calendar is filling up but I still have some availability. In addition to projects with komoot, I also produce articles for magazines and share my experiences on Switchback (this website) and social media.
OK, now back to this online course idea.
Alain
Follow me on Instagram and head over to the blog to read more cycling stories. Looking for inspiration on where to ride? Check out our favorite road and gravel loops.
