British baker John Whaite has discovered that producing OnlyFans content doesn’t necessarily go down well with corporate sponsorship. He’s taken to Instagram to reveal he lost a deal with car maker Peugeot after he announced his intention to produce adult content.
Whaite first found fame as the out-gay winner of The Great British Baking Show in 2012. He also grabbed headlines in 2021 with his appearance on Strictly Come Dancing (the UK precursor of Dancing With The Stars).
Whaite danced with Johannes Radebe, making them the first male same-sex pairing on the show. The couple wowed audiences and ended as runners-up to the eventual winners of that season.
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Earlier this year, Whaite announced he was giving up on seeking more TV work and concentrating instead on his business ventures. These include a cake company called Ruff Puff Brownies and a decision to post content to OnlyFans.
Peugeot
This week, he posted a new video revealing he’d been asked to return a car Peugeot had lent him. Whaite believed it was linked to his career switch.
“Pettiness is in for 2025,” he said in a caption of himself getting into the car. “When @peugeotuk found out about my OnlyFans, they asked me to no longer post about their brand and to give the car back. So I agreed.
“Disclaimer – this is just a laugh and it’s actually a decent car, but so much for being an inclusive brand…”
In the video, Whaite jokingly stands beside his car and seductively says, “Are you looking for a man that will last longer than this car?”
The video then cuts to him slamming the boot and saying, “Well that won’t be hard to find.”
Whaite also posted to his stories, with an OnlyFans keyring on his car key.
“We understand John’s disappointment with our decision”
The Daily Mail reached out to Peugeot for comment.
A spokesperson said, “PEUGEOT collaborates with hundreds of content creators every year by providing vehicles or creating opportunities to experience the latest generation models.
“We continuously review our collaborator community and, after careful consideration, we recently took the decision not to renew our existing partnership with John Whaite when it reached its agreed conclusion at the end of March.
“We understand John’s disappointment with our decision and wish him every success in the future.”
Previous flirtation with OnlyFans
Whaite first joined OnlyFans in the summer 2022 to post “cheekier gym-progress posts”. He deleted his account in October that year. On a TV show in early 2023, he said, “I actually joined OnlyFans after getting drunk on holiday and I wanted more ownership of my career.”
He went on to explain that he’d experienced a “breakdown” following his stint on Strictly…, which also contributed to his decision. However, he later realized that producing adult content risked his TV work.
Earlier this month, Whaite explained his decision to rejoin OnlyFans.
“I’ve had a lot of DMs about why I’ve re-joined OnlyFans, when I regretted it last time,” Whaite told followers on Instagram.
“Firstly, I think it’s important to remember that who we are, or at least little parts of us, can change. I for one don’t want to live my life stuck in a steadfast template that restricts my next move.
“Secondly, I enjoy performance. I enjoy being a show-off. I enjoy building my body and celebrating the results. That’s not for everyone, and that’s ok – if you don’t like meat just walk on by the butcher’s shop. 😂
“Last time being on OF didn’t gel with my role on daytime television. But I quit the TV industry 18 months ago and haven’t looked back. I had an incredible 12-year-long career and achieved some extraordinary milestones that I’ll proudly take with me to the grave. I loved it (mostly) while it lasted, and made some wonderful friendships which I’ll cherish, but that river, for me, had run dry. It didn’t set me alight anymore.”
New businesses
Whaite said he was enjoying life away from TV thanks to his new ventures.
“Since launching @ruffpuffbrownies and seeing how successful an enterprise can be with nurture and care, I’ve learned about business – creativity, marketing, overheads, margins – all sorts of things that were once alien to me. I’m treating my OF career as precisely that — business. It cycles money into the economy, it puts food on my table, it gives some people a little bit of cheeky joy — it’s a service.
“If it’s not for you, simply pass it by, and know that I’ll always be using this platform for food, humour, and little glimpses into my life,” Whaite continued.
“We’ll all be dead, buried and long forgotten one day, so I’m grabbing the bull by the horns and living this one shot at life to the fullest.
“And if you want to judge, go ahead, I won’t stop you. Our worlds may be slightly different but neither of us have fallen off them…yet.”
Here’s wishing Whaite all the very best with both of his new ventures!
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