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Gloucester’s centuries-old cheese-rolling event has recently become a magnet for online influencers, blending a deep-rooted tradition with today’s digital culture. Every year, participants race down Cooper’s Hill, a steep 180-meter slope, chasing after a wheel of Double Gloucester cheese. This spectacle, almost defying gravity, has caught the attention of many YouTubers and TikTokers, whose videos of their attempts have garnered millions of views. Among these figures is German YouTuber Tom Kopke, also known as Tooleko, who is aiming to secure a third consecutive win by challenging the legendary 23-time champion Chris Anderson.
The involvement of internet personalities has transformed the event’s reach substantially. Zac Alsop, a YouTuber with 2.4 million followers, first took part in the race in 2019, sharing his experience at Cooper’s Hill. His initial video attracted over a million views, and in 2025 he returned with an inventive strategy involving stunt doubles dressed in catsuits. Despite being narrowly beaten by Kopke, Alsop’s video exploded in popularity, achieving 12 million views. Alsop attributes the online appeal to the high stakes combined with the seemingly trivial prize: “It’s a lot of risk for something you can buy down the shops for not much money – and that’s hilarious.”
Despite the thrill and the global attention brought by social media, the event remains a physically demanding and risky challenge. Alsop, who has suffered injuries including a slipped disk from his two races, has decided not to compete again but predicts that influencers will continue to flock to Cooper’s Hill. This sentiment is echoed by Chris Anderson, a 38-year-old construction worker and the most successful participant in the race’s history, who was encouraged out of retirement by Kopke. Anderson remarked on how social media has elevated the race from a quaint local custom to a worldwide phenomenon, saying, “It’s the spectacle, the adrenaline rush – that’s what brings people in. And the fact they get to see people hurl themselves down a big hill.”
For those considering taking part in the race, Anderson offers some hard-earned advice: “Get insurance. If you want to win, you’ve got to run like crazy, lean backwards and stay on your feet.” Kopke, now reflecting on his time competing, likens the popularity of the cheese rolling to ancient entertainment, comparing spectators today to those who once watched gladiators in Rome. He explains that the lack of strict rules adds to the excitement: “People have always wanted to watch other people doing crazy stuff… That one is the closest thing to it… because, it’s like, almost no rules.” With digital sharing platforms multiplying the event’s audience, this traditional contest continues to captivate people worldwide, bringing together historic customs and modern-day fame
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