Devon Levesque performed a backflip on Mount Everest, garnering significant attention due to his status as a fitness influencer with over a million Instagram followers. Unlike previous quirky instances on high peaks, his stunt went viral, prompting extensive media coverage. The article discusses the growing trend of influencers, like Victoria Bonya, leveraging expeditions for self-promotion rather than genuine mountaineering. It explores the implications of this phenomenon, including potential commercialization of climbing and the evolving dynamics of mountaineering and social media.
In May, Devon Levesque performed a backflip on the summit of Mount Everest, an event that would likely have gone unnoticed if not for his status as a fitness influencer. With a million followers on Instagram, the video of this “Highest Altitude Backflip” quickly went viral, attracting media coverage as well.
Many unusual events have taken place on the summits of high peaks; for example, in 2016, two climbers played a game of chess just below the summit of Annapurna (8,091 meters). In another instance, a climber at the top of Cho Oyu (8,188 meters) in 2013 played the Bavarian anthem on his trombone. Yet, these occurrences gained little traction.
In contrast, Levesque made his ascent of the world’s tallest mountain, standing at 8,848 meters, solely for a grand showing. He is not alone in this trend; an increasing number of influencers are using Mount Everest and other 8,000-meter peaks as their stage. Take Victoria Bonya, for instance—born in 1979 in Krasnoyarsk, Siberia, she now resides in Monaco. Bonya, a plastic surgery enthusiast known for her impressive selfies, has openly declared her support for Putin and has acted as a propagandist during the war. She gained fame for cutting a Chanel handbag in protest after the brand ceased operations in Russia due to the conflict in Ukraine. With 11.3 million Instagram followers, she has a gift for looking flawless. However, she is not a climber.
She Highlights Her Efforts—But Omits the Support from Sherpas
In 2022, Bonya’s attempt to summit Manaslu, the eighth-highest mountain at 8,163 meters, failed. That summer, she spent several days in Chamonix as preparation for the Himalayas. Weeks later, she announced her summit success—not before showcasing her full lips in other posts. Her expressions of struggle and effort in climbing have enhanced her status among her fans, conveniently neglecting to mention the extensive support provided by local Sherpas.
For influencers like Levesque and Bonya, it’s all about the business. Those with unique experiences can create engaging content. The Alps also feature scenic spots attracting Instagram communities, including the Three Peaks in South Tyrol, the suspension bridge at Olperer Hut in Tyrol, and Lake Seealp in Appenzellerland. Similarly, the towering peaks of the Himalayas promise striking visuals and thrilling adventures in rock and ice.
These influencers can casually create engaging content for their social media platforms, generating views, interactions, comments, likes, and ideally, gaining additional followers, explains Christian Rudeloff, a professor at Macromedia University in Hamburg. “This expands the reach of influencer accounts and creates more avenues for monetization.” In fact, a summit photo can be worth tens of thousands of dollars.
Moreover, influencers can highlight values such as ‘growth’ and ‘success through willpower,’ which resonates with their followers and fosters a deeper connection. This is also significant for potential brand partners, who usually assess whether an influencer’s values align with their brand before a collaboration. Product placement adds another revenue stream.
This sets influencers apart from climbers who use social media to share their experiences. In the past, mountaineers authored books or gave lengthy interviews in newspapers to convey what made their achievements unique. Now, serious climbers are expected to have substantial online followings, a demand put forth by sponsors. Notable examples include Jackson Groves with 445,000 Instagram followers, Simone Moro (320,000), and Dani Arnold (237,000).
Conversely, influencers like Levesque and Bonya already possess substantial followings when they embark on mountain excursions. Anja Blacha, Germany’s most successful high-altitude climber, demonstrated what the world’s highest peaks might attract. When she first climbed an 8,000-meter mountain—Mount Everest—in 2017, she saw the typical expedition participant as a “male in his forties, experiencing a midlife crisis.” This has drastically changed. “At Manaslu this fall, there were many young women with filled lips, Botoxed foreheads, and enhanced breasts.” Manaslu is often regarded as an entry-level 8,000-meter peak.
The Everest—Pinnacle of Self-Promotion
The phenomenon of influencers is familiar to Lukas Furtenbach, who runs Furtenbach Adventures, the largest Western expedition provider in the Himalayas and Karakoram. He frequently receives inquiries from influencers looking for discounted or complimentary access to Everest or other peaks in exchange for exposure to their