In the latest episode of Creator Breakthrough, we had the privilege of chatting with Aaron Maher, a professional jiu-jitsu athlete and one of the early adopters of the JubJub platform. With over 20 years of experience refining his skills, Aaron is now stepping into the world of content creation. In this conversation, he shares his journey and insights into how social media is becoming just as essential as technical mastery for athletes, especially in a sport like Brazilian Jiu-Jitsu (BJJ).

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The intersection of jiu-jitsu and social media

In recent years, the influence of social media on athletes and creators has become undeniable. And for Aaron, embracing this space was an important next step in his career: “I think it’s important to put yourself out there, because if you don’t, no one knows you”, Aaron shared.

He recognizes that in today’s world, social media isn’t just a way to stay connected with fans, it’s also a tool for building opportunities and sponsorships. Aaron points out that in the jiu-jitsu world, there’s often a disconnect between skill and visibility. He explains, “It’s not just about being a world champion anymore. It’s about having a strong social media following. Sponsors are now prioritizing athletes with large followings.”.

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Authenticity and the creator mindset

As an athlete, Aaron’s journey into the creator world hasn’t been without its challenges. While he acknowledges the pressure of performing online, he also highlights the value of staying genuine.

“I didn’t expect to enjoy it at first”, he admits. However, as he started sharing his techniques and behind-the-scenes training, he found himself more engaged with his audience: “I enjoy comparing videos and techniques. It’s rewarding to see how people respond to the content.”.

Aaron’s approach to content creation highlights the importance of balancing skill with relatability. He shares his BJJ techniques, whether they are basic or advanced, and observes that people are interested in both. His content resonates with a wide range of practitioners, from newcomers to seasoned competitors.

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How social media is reshaping opportunities for athletes

With the rise of social media, opportunities for athletes are no longer only determined by their performance. Social media presence can lead to sponsorships, collaborations, and even high-profile matches. Aaron notes that while skill still matters, social media visibility is crucial in securing those opportunities.

For Aaron, the goal is to build a community around his techniques and passion for jiu-jitsu, and social media provides him with the tools to do so. As he continues to grow his online presence, he hopes to eventually create more structured content, such as instructional videos on platforms like Patreon.

Aaron believes that social media will continue to play a significant role in how athletes and creators share their stories and connect with fans. As for his personal journey, Aaron is focused on improving his content quality and reaching a broader audience. He hopes to continue growing his social media platforms, making his instructional videos available to more practitioners worldwide.

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Join the Creator Breakthrough movement

Aaron’s story is proof that athletes in niche sports like jiu-jitsu can leverage social media to connect with a wider audience and build lasting opportunities. Be sure to check out Aaron’s full episode on JubJub’s YouTube channel and don’t forget to subscribe for more inspiring stories from athletes and creators. If you’re an athlete or creator with a story to share, we want to hear from you! Reach out to us on Instagram or send an email to tom.mccarthy@jubjubapp.com to be featured in an upcoming Creator Breakthrough episode.

In the world of content creation, few people embody the power of storytelling and social media like Roberto Ricotta. A video producer with 16 years of experience, content creator, and social media expert, Roberto has built his career on the ability to craft authentic narratives that resonate with his audience. From telling his personal journey to helping brands connect with their communities, Roberto’s creative process is a masterclass in the art of storytelling.

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The power of storytelling for creators and brands

But storytelling is not just for creators, it’s a powerful asset for brands looking to engage their audience. Roberto helps businesses harness the power of storytelling to craft messages that resonate with their target demographic.

Roberto’s journey began long before he became a well-known name in social media. With over 16 years of experience in video production, Roberto discovered the true potential of storytelling early on. For him, social media is not just about posting content; it’s about building genuine connections through the stories you tell.

“Authenticity makes us unique. What I’ve noticed is that when I’m more open about my stories and share the more authentic parts of them, that’s when the results come.”, says Roberto. For creators like Roberto, storytelling is the tool that turns content into a strategic asset.

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The importance of social media in building a brand

In today’s digital world, social media platforms are where creators and brands thrive. With millions of people scrolling through their feeds every day, Roberto sees these platforms as an important tool for creators to build their brand. Whether it’s on Instagram, TikTok, or YouTube, Roberto uses social media to showcase his creative work and tell his story.

His focus on authentic, behind-the-scenes content, such as vlogs and personal stories, has earned him a loyal following. By showing his audience what happens beyond the camera, Roberto builds trust and credibility, turning viewers into long-term supporters.

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The future of AI on social media and storytelling

Roberto emphasizes that AI isn’t about replacing the creator; rather, it’s about enhancing the creative process. With AI, creators can spend less time on the logistical aspects of content creation and focus more on the artistic side. This combination of creativity and technology allows creators to produce high-quality content without burning out.

As Roberto looks toward the future, he believes that AI will evolve to play an even more significant role in content production, from video editing to post-production, while still maintaining the human touch that makes storytelling so powerful. “AI will continue to assist, but it’s not there yet when it comes to the human emotions and rhythm of storytelling”, Roberto says.

For Roberto, the future is all about expanding his reach and continuing to connect with a broader audience. After moving from Italy to Australia, he’s embracing new opportunities in the Australian market, hoping to collaborate with local brands and creators to create even more impactful content.

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Be part of the next Creator Breakthrough episode

Roberto Ricotta’s story is proof of the power of storytelling, social media, and the ever-evolving role of technology in content creation. By staying true to himself and embracing new tools, Roberto has built a successful career as a video producer and content creator, while helping brands grow in the digital world with authenticity and creativity. For creators and brands alike, his journey offers invaluable insights into the future of social media and the endless possibilities that storytelling provides.

Are you a creator or brand with a story to tell? We want to hear from you! Reach out to us on Instagram or send an email to tom.mccarthy@jubjubapp.com to be featured in an upcoming Creator Breakthrough episode. The full episode with Roberto is now live on our YouTube channel! Watch it now to dive deeper into his journey and insights. And don’t forget to subscribe to JubJub’s YouTube channel so you never miss an episode of Creator Breakthrough.

In the latest episode of Creator Breakthrough, a series by JubJub that highlights the real stories behind today’s most driven creators, Tom McCarthy – JubJub’s CEO – sat down with professional MMA fighter Kaan Husmek. Known for his presence in the ring, Kaan is now gaining attention for something beyond his fights: the way he uses social media to document his journey, connect with his audience, and open new doors as a creator.

If you’re a creator, athlete, or someone navigating both worlds, Kaan’s story is a compelling reminder of how powerful content can be when it’s honest, consistent, and personal.

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From fighter to content creator

Kaan’s journey into the world of content creation began with a frustration: fighters weren’t getting the credit they deserved. “People only saw the fight, but not the before, not the after.” 

Determined to show what happens behind the scenes, he started filming training sessions, travel routines, and daily life. At the time, very few fighters, especially in Australia, were doing this. It felt uncomfortable: “People thought it was embarrassing”, Kaan admitted, but he pushed through the fear of judgment – and he was right to.

Today, documenting the journey is becoming the norm for athletes, and a key growth strategy. “In the generation we’re in, social media is key. If you’re not using it, you’re missing out on a big asset and a powerful tool.” Kaan emphasized.

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Authenticity builds connection and opportunities

For creators and athletes alike, visibility matters, but not just for the numbers. Kaan’s content has helped him build connections, attract supporters, and land sponsorships at key moments in his career. Whether it’s through fight footage, vlogs, or gym skits, his audience gets to know him as more than a fighter, they see the person behind the fights.

“Once I stopped caring what people thought and started doing it for me, the floodgates opened”, he shared.

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What’s next for Kaan Husmek?

After years in the fight game, Kaan is now looking to make content his main career. His dream is to travel the world, create content that connects people through shared experiences, and expand into creative business ventures.

And that’s what Creator Breakthrough is all about: highlighting creators who are carving their own path, often blending multiple passions, and proving that content can be a strategic tool for entirely new chapters.

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Be part of the next Creator Breakthrough episode

Kaan’s story is just one example of how creators, especially athletes, are reshaping what it means to grow online. With platforms like JubJub, creators can manage their content, collaborate with media teams, and publish across all social channels from one centralized hub.

Are you a creator or athlete with a story to tell? We want to hear from you. Send us a message on Instagram or reach out to tom.mccarthy@jubjubapp.com to be featured in an upcoming Creator Breakthrough episode. Kaan Husmek’s full episode is now on our YouTube channel. And don’t forget to subscribe to JubJub’s YouTube channel to catch every episode!

Creator Breakthrough is a new series presented by JubJub, dedicated to exploring the real, raw journeys behind today’s most creative minds. Whether you’re a professional content creator or just starting out, this series offers an inside look at the pivotal moments that shape a creator’s path — from unexpected transitions to major milestones and everything in between.

We go beyond the highlight reel to bring you authentic stories of growth, setbacks, and breakthroughs. Each episode features one creator, one conversation, and one opportunity to connect with the reality of building a creative career.

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Tom Smail’s creative journey

In our very first episode, Tom McCarthy — CEO and co-founder of JubJub — sat down with Tom Smail, a half-French, half-Swedish filmmaker currently based in Amsterdam, where he runs his own videography company. A few years ago, Tom Smail began his career as a social media manager. But instead of chasing metrics, he realized he wanted more: to tell real stories.

After taking courses to improve his skills, Tom made a career shift to become a full-time filmmaker. Today, he’s focused on producing documentary-style content that prioritizes telling stories rather than just creating highlight videos.

Tom also recently completed a remarkable 9-month global tour, leveraging the experience to grow a dedicated following of 10k on Instagram.

His biggest insight? “Progress comes from practice, not perfection”. And more importantly, you need to enjoy the process to avoid burnout.

Tom also shares his future goals: to dive deeper into documentary filmmaking and create content that lasts longer than a trending clip. For him, it’s no longer about follower counts — it’s about building something meaningful.

Want to keep up with Tom’s journey? Follow him on Instagram: @tomssmail

Watch the full episode Creator Breakthrough with Tom Smail now on JubJub’s YouTube channel.

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Be part of the next episode of Creator Breakthrough – a JubJub series

Are you a creator with a story worth sharing? We’d love to hear from you.

Whether you’re just starting or have already made your own breakthrough, reach out to us via our social media channels or send us an email (tom.mccarthy@jubjubapp.com) — we’re always looking for new voices to feature in upcoming episodes of Creator Breakthrough. And don’t forget to subscribe to the JubJub YouTube channel to catch every episode!At JubJub, we help creators collaborate, distribute content, and streamline their workflow — all in one platform. We believe your best work deserves to be seen and shared. Want to try JubJub? Join now for free!