Desi Johnson’s journey to the Winter Olympics is, by most measures, improbable. A former track and field athlete from Queensland, Australia, she’s now hurtling down icy tracks at speeds approaching 130 kilometers per hour as a bobsled brakewoman. But what’s perhaps even more remarkable than her rapid transition to a recent sport is the role social media has played in making it all possible. Johnson, 26, has amassed a substantial online following – currently over 1.3 million on Instagram – that has not only funded her Olympic dream but has also transformed her into a full-time content creator.
“Honestly, I wouldn’t be doing what I’m doing without social media,” Johnson told Nine.com.au. Her story began during the COVID-19 lockdowns, when she started sharing her fitness journey online. What began as home workouts quickly gained traction, with videos going viral and attracting a dedicated audience. This initial following, predominantly on TikTok, then expanded rapidly to Instagram as she documented her recovery from a series of injuries, including multiple foot surgeries and a fracture in her back (L4) that ultimately made continuing in heptathlon unsustainable.
Johnson’s athletic background is impressive. She was a nationally ranked sprinter and heptathlete, achieving the top ranking in Australia at the under-18 level. But it was her willingness to share her personal struggles and triumphs online that resonated with a growing number of followers. As she transitioned to bobsled in 2023, her audience exploded, reaching Kardashian-level numbers, as she put it. The financial support from her online presence has been crucial, allowing her and her teammate, Sarah Blizzard, to self-fund their training and competition expenses.
From Track to Ice: A Rapid Transition
The shift from athletics to bobsled was a swift one. Johnson initially considered rugby sevens before Blizzard invited her to a bobsleigh development camp in La Plagne, France, in 2023. She jumped into the sled with little prior knowledge of the sport, having never touched snow or traveled to Europe before. “I honestly had no idea what the sport really was. I didn’t know what I was getting myself into at all,” she explained to Nine.com.au. Despite her inexperience, she quickly adapted, embracing the challenge and proving to be a natural fit for the sport.
Blizzard, the pilot of the sled, also has a background in track and field, having competed as a sprinter from Victoria and running in the Stawell Gift final four times. The pair’s story is reminiscent of the Jamaican bobsled team featured in the film “Cool Runners,” an underdog tale of athletes overcoming significant obstacles to compete on the world stage. They are both, as the article notes, “almost as improbable bobsleigh Olympians” as that famous team.
The Financial Realities of Bobsledding
Bobsledding is an expensive sport. The cost of a monobob or two-person sled can reach around $60,000 each, and Johnson and Blizzard are entirely self-funded, covering their travel and training expenses for months at a time in Europe. Here’s where Johnson’s social media income has become indispensable. She realized she could monetize her online presence about two years ago, and it has since become her full-time job. “I didn’t realise you can monetise off that,” she said. “And when I did, it was honestly incredible.”
Her largest fan bases are in the USA and Australia, followed by Europe. This global reach has allowed her to build a sustainable income stream that supports her athletic pursuits. The ability to fund their own journey is particularly significant, as bobsled teams from countries like Germany and the United States often benefit from substantial financial backing and access to advanced technology.
Looking Ahead to Cortina
Although expectations for Johnson and Blizzard at the Winter Olympics in Cortina d’Ampezzo are not necessarily focused on winning medals – the Germans and Americans are traditionally dominant in bobsled – their participation is a testament to their dedication, and resilience. Bobsledding, traveling at speeds up to 130 km/h, is inherently dangerous, but Johnson has found it to be a welcome change from the injuries that plagued her athletics career. “I’ve been feeling pretty healthy doing this sport and sort of safer,” she said.
The pair’s story highlights the evolving landscape of Olympic sports, where athletes are increasingly leveraging social media to fund their dreams and connect with fans. Johnson’s success demonstrates the power of online platforms to empower athletes and create new opportunities. Wherever they finish in Cortina, Desi Johnson and Sarah Blizzard have already proven that with determination, innovation, and a strong online presence, anything is possible.
The Winter Olympic Games Milano Cortina 2026 will be broadcast on the 9Network, 9Now and Stan Sport. As the competition unfolds, Johnson’s journey will undoubtedly continue to inspire and captivate audiences around the world. The next scheduled event for the Australian bobsled team is the women’s bobsleigh run on February 18th, 2026.
What are your thoughts on the role of social media in modern sports? Share your comments below and let us know what you think!
