By Jack Burden

Neilly Ross is really good at water skiing. One of only three women to score over 11,000 points in trick skiing, her resume includes multiple junior world titles, professional victories, and being crowned world trick champion in 2017. In slalom, she tied Allie Nicholson for third place at last year’s World Championships, narrowly missing out on a medal based on preliminary scores.

Yet, she’s not quite as dominant as Erika Lang or Anna Gay, and the majority of her success has come in the trick event, which gets far less exposure than water skiing’s most popular discipline – slalom. However, if you were to open Instagram, you’d probably understand why the 22-year-old Canadian is, by certain metrics, the most popular water skier in the world right now.

Ross has more than 200 thousand followers on Instagram, which is more than the top 20 men’s slalom skiers from the 2023 Waterski Pro Tour combined. Across Instagram and TikTok, her videos have amassed millions of views. Most of the pictures and videos involve water skiing. But Ross, tall and athletically built with model-like features, attracts a large audience with seemingly little interest in her buoy count.

Most of her videos follow a routine formula, starting with Ross in a bikini getting ready for her set, warming up on a foam roller or getting suited up, before showing off her world-class skills on the water.

The comments section of her videos is dominated by older men, largely reminiscing about experiences on the water from decades past. But other comments reveal a darker side to her popularity. “Sexy,” “perfect body,” and graphic speculation about her performance “in bed” appear below one popular video of her slalom skiing.

Ross made headlines at the 2022 Moomba Masters, a tournament she won, but not, sadly, for her on-water achievements. A prominent tabloid drew clicks with the title “Water skier Neilly Ross does flips in a VERY skimpy bikini live on the Today show”

Ross, whose father and uncle were both professional slalom skiers, began skiing at a young age and amassed an impressive list of junior records and titles. Growing up in the water skiing Mecca of Central Florida, she dedicated her childhood to honing her skills in both slalom and tricks. Following in the footsteps of her father, Drew Ross, she proudly represents Team Canada and has contributed to multiple World Championship-winning teams.

She pursued her education at Rollins College, where she clinched back-to-back national titles in 2022 and 2023 and set the NCWSA women’s trick record. While most of her major victories occurred during a golden run from 2017 to 2018 while still in high school, Ross has continued to consistently podium at both professional trick and, more recently, slalom events.

With her increasing online popularity, Ross’s social media presence may soon evolve into a significant income source. Earlier this month, she inked a deal with talent agency Tonbara Management Group, known for their expertise in connecting athletes with top-tier brand partners such as Adidas, Amazon, and Lululemon. Both Ross and the agency’s CEO, Partik Darabont, expressed enthusiasm for their upcoming collaboration.

Ross is not the only female water skier gaining traction online; Kennedy Hansen has seen her following grow nearly sevenfold over the past year after a viral video of her toe tricking garnered over 4 million views on Instagram. However, the comments section suggests that many viewers are more interested in the 20-year-old’s anatomy than her advanced toe-line tricks. One comment, which received over 10 thousand likes, sarcastically declared, “men of culture, we meet again.” Some of the female skiers who attract a wide audience with the bikini warm-up-then-skiing video format are as young as 16 or 17.

Depending on whom you ask, the popularity of Ross and other female water skiers on social media is either a bellwether for growth in the sport or a symptom of a toxic culture. Female athletes face a paradox on their journey to success: while sex appeal can bring publicity, sponsorship, and fame, it can also undermine the athleticism of female athletes and perpetuate the notion that women’s sports are not as serious as men’s.

Beach volleyball has grappled with similar issues for decades. Like water skiing, the standard attire for women in beach volleyball is a two-piece bathing suit, ideal for the heat and sand conditions. However, this attire often attracts significant male attention. Olympic gold medalist April Ross expressed her optimistic view to the Washington Post, stating, “I have always felt that when you draw someone into beach volleyball, regardless of how you do it, they fall in love with the sport.”

Perhaps water skiing, a niche sport, could benefit from this style of exposure? Hundreds of thousands of people regularly watch these water skiing videos online, arguably the largest consistent audience since the Pro Tour aired on ESPN.

Not all of the popularity is solely due to sexualization. Many skiers, both male and female, are gaining immense popularity online with content that appeals to a different audience. Joel Poland routinely garners comparable views to Ross’s content, and Erika Lang is among the most popular female water skiers on social media, despite posting content in much more conservative attire than many of her peers.

Trick skiing, a sport where a single video frame can determine the winner, has always been a labor of love. At its elite level, tricking requires its best and brightest to dedicate countless hours of training for only a few events each year. The prize money and industry sponsorship are nowhere near enough to cover expenses, which is why many elite trickers are teenagers still supported by their parents. For these athletes, newfound online popularity offers a chance to make a living pursuing the sport they love.

Ross is focused on forging a new career path, aiming to bring water skiing to a broader audience. Fame always comes with its costs, and while she may attract some degree of toxicity, we hope that many people who discover the sport through her will stick around for the skiing.

After all, Ross is really good at water skiing. It would be nice to live in a world where that was the headline.