My adult kids have friends who are pro skiers......call them big mountain skiers, or whatever. These are exceptional skiers, with long backgrounds in the sport. They are also serious adrenaline junkies. When I see one, and have a conversation with him or her, I hear about who he is currently "filming with." You name it....anybody who make ski video. Are they getting paid? Most often no. They are "getting great exposure", which they fool themselves into thinking means future paydays. They measure their compensation in terms of the comp'd equipment that they get, and the trips that they make {free} to shoot for those companies. Great, free skis, boots, clothing, helmet, goggles, etc.
These guys tend to take what my "kids" think are often stupid risks, and it ALL ends up on their various social media accounts. When they are trying to get any cash compensation, the number of followers, or the number of hits are the currency that might, might lead to a tiny paycheck.
These guys{and ladies} struggle to exist, to be honest. Most work in other jobs, when they can, in the summer. But they sure don't make much money, at all. Health insurance? Huh? A couple of my friends {the parents} have really had to come down hard on the 30-somethig kids and explain that no matter what these guys think in their own minds, they ARE NOT PROFESSIONAL ATHLETES, as they are not earning a thin dime. So few earn any money. Any. My friends are basically telling their kids that it's time to get a real job, and a real paycheck. And that's a transition to this crowd.
So, in my direct experience, a lot of these skiers are taking big risks, and the vehicle to get their name out there, and promote that activity, with the goal of trying to monetize it, even a tiny bit, is social media.
And yes, my family has lost a number of friends who were taking big risk, and paid the ultimate price. The cliche phrase that they "died doing what they loved" rings very, very hollow after the second or third funeral that you attend.
Social media like Instagram is so "non real life, non real world" that I hear it's screwing a lot of people up. What people post on Instagram is the highlight reel of the best moments of their life....and neglects the challenges. IMO, that's problematic.
Even with WC athletes, it's a bit "glossy" to say the least.