“It’s a massive refinement of small moments that the viewer ends up seeing.”
After eschewing college for a career racing bikes, Ansel Dickey [pictured far right] combined his love of photography and film in Vermont Social—the creative agency he founded that delivers beautifully realised visual media with a focus on storytelling.
Referencing his latest film for Wahoo Frontiers, Ansel discusses in detail the logistical demands and production processes that such a project entails—a freewheeling conversation that takes in barn envy, motorbike chases through Austin, Texas and telling secrets to the camera.
cyclespeak
So how are things in Vermont?
Ansel
We’re in the middle of a long mud season.
cyclespeak
I’ve heard about that. When I spoke to Ian Boswell* he was saying that winter is sort of prolonged but it’s proper snow so you can go fat biking or cross-country skiing.
[*Wahoo Frontiers athlete and winner of Unbound 2021]
Ansel
Yeah, I mean winter is actually quite enjoyable but when all the snow is gone it’s still really cold and the dirt roads – which are like 80% of all our roads – are just gnarly and rutted.
cyclespeak
And you end up coming back with a filthy bike that needs cleaning.
Ansel
If I have to wash my bike after a ride, then I’m not going out. There’s no requirement for me to train on the bike anymore and I’ve been converted to running. It’s super time efficient so if I’m busy I can just do 20 minutes and feel like I’ve accomplished something. But lately I’ve been really missing the bike so I went out on this nice long ride yesterday. The first in five months. It’s finally dry enough and warm enough to go out.
cyclespeak
I’m right in thinking you bought a house a couple of years back?
Ansel
Yeah. My fiancée Gertrude and I found a place in West Windsor. We’d been looking for a while but couldn’t find anything and then this house popped up. So we jumped on it.


cyclespeak
Are people still working from home and wanting more space?
Ansel
The remote work environment has been picked up by a lot of companies and people are realising that compared to metropolitan areas, Vermont is still relatively cheap. People understand that their money can go a lot farther. But then they get to mud season and it’s like, fuck, I wanna go back to the city [laughs].
cyclespeak
The question is – and this is an important question – have you got a big barn like Ian?
Ansel
I wish. His barn is next level. We do have a two car garage but, unlike Gertrude, I don’t use it for my car because my side is full of bikes and crap.
cyclespeak
Speaking of possessions, I can see the neck of a cello poking out from behind the couch. Who’s the musician?
Ansel
That’s mine but I haven’t played in a while. My Dad is a musician so I grew up playing a lot of instruments. I play more guitar now.
cyclespeak
I’ve seen pictures of you with a banjo.
Ansel
Yeah. And my dog’s name is Banjo. Unfortunately he just tore his ACL playing fetch.
cyclespeak
Is that fixable?
Ansel
It is but we still don’t know if it’s fully or partially torn. And it’s a real shame because mud season is his favourite. Especially if it’s been raining. He’s that kind of dog [laughs].
cyclespeak
When Banjo was a puppy you were still racing bikes professionally. Can you talk me through your transition to content creator?
Ansel
Bikes were always a big part of my life. I started racing when I was 15 or 16, slowly improved and got on the national team. And then right out of high school I signed my first professional contract. So that helped me decide that I didn’t really want to go to college and I’d rather go off racing. I travelled loads and met a lot of great people. But even though I did the Tour of China and raced in Azerbaijan, I never really made it to Ian’s level—never made it to where it was totally justifiable with me making a huge living.
cyclespeak
So what changed?
Ansel
I had a teammate called Sam Rosenholtz who was also a portrait photographer. We went to a training camp in Spain and I remember watching him carry around his camera and take photographs. I was, okay, cameras are cool and I want to play with them too. So I started just doing it for fun—taking my camera to races when I was travelling.



cyclespeak
And from there?
Ansel
At the same time I had already started Vermont Social but as a social media marketing company. I was basically helping small business clients like a bike shop in New Hampshire or a beer store in Vermont—running their social media for them while I was abroad racing.
cyclespeak
And the photography?
Ansel
It was the realisation that a lot of these same social media clients also needed photographic services and that eventually evolved into video. And because I was becoming more invested in getting better at film and photography than getting better at racing my bike, I knew it was time to quit.
cyclespeak
Was that a head or a heart shift?
Ansel
I think the heart took a lot longer than the head. Analytically, I knew how hard I’d worked at my racing but did I want to waste another five or ten years doing the same races and getting the same results? Or did I want to pivot?
cyclespeak
How long did it take for riding your bike to not feel like training?
Ansel
Oh man, I think it’s still an issue. Being an athlete at that level, you’re tortured because of this desire to do well. But I also think that anything in my life, when I enjoy it, I enjoy the feeling of getting better. I think that’s why I got into running because I’m not that good at it yet and I can see the progression. When I get on my bike, I’m just reminded of how good I used to be. So it’s tough [laughs].
cyclespeak
Why the name Vermont Social?
Ansel
I like the way it sounded. Like, pretty cool.
cyclespeak
And the brand logo comes from your love of fishing?
Ansel
Yeah. I grew up on Cape Cod in Massachusetts where I fell in love with fly fishing. I’ve always liked companies that had a mascot, so I was like, why not just make it a fish? And because I like an organic approach to things, the only native fish to Vermont is the Brook Trout.
cyclespeak
And that all came together and just felt right?
Ansel
I always thought that with branding and design, things need to look good as a base but beyond that, your brand is really created by the interactions you have with your customers. And like the layers on an onion, it takes years and years to build.


cyclespeak
Your latest film for Wahoo Frontiers – 24 Hours in Old Pueblo – is 11 minutes and some seconds of brilliance. Beautifully filmed and depicting these four young women, out racing in the desert and having fun. Can you describe the processes you follow in a project such as this? From conception through to delivery, and how do you use the event to tell a story?
Ansel
As you probably know, Wahoo Fitness is a big client of ours and a lot of the original ideas come from them. Once the idea is on the table, then it’s my job to do the research and come up with what the story is. With this film, the idea centres around community and camaraderie.
cyclespeak
So you have your story. What’s next?
Ansel
Pre-production involves researching the athletes—who they are, their past results and a little of their character. And then there’s the event. How long has it been running? What’s the format?
cyclespeak
So for this film?
Ansel
The women are four individuals – really good in their own right – so it’s cool to see them come together to form this team in a fun and funky event.
cyclespeak
And the logistics?
Ansel
We knew the event was way out in the desert. Everyone calls it the Burning Man of bike festivals which I would say is super accurate [laughs].
cyclespeak
Which means you were camping?
Ansel
We set to work making a list of everything we’d need to take with us and decided to rent a sprinter van so we could camp out with the girls and charge our equipment. It was myself and Josh Bernales—another DP who’s just moved to Colorado but used to live in Vermont.



cyclespeak
What about the actual filming?
Ansel
The pre-production plan has all the story ideas and interview questions. The production plan is, okay, we’ll do sunset shooting here, interviews over there and we’ll film the race in this way. Beyond that, you’re on the fly. Documenting things as they unfold and constantly looking for opportunities to tell the story that’s always in the back of your mind.
cyclespeak
Is that story influenced by what’s happening on the ground?
Ansel
It totally evolves and you just have to be okay with that because we don’t want to put words in their mouths. So you have to be ready to change direction, ask another question or reshoot something in a way that helps explain where it’s going. And it’s also important to have fun. We were camping in the desert so you’re hanging out with the girls and cooking with them. You’ve got to build a rapport before you expect to get good stuff on film.
cyclespeak
I can see how it would be fun but it also sounds a little intense?
Ansel
You shoot all day, dump cards at night. Then go to sleep – or not in this film’s case – and begin all over again the next day. And then you go home and start the editing process and, honestly, that’s where the story really comes alive. You have an idea of what you shot but you really don’t know what it’s going to turn into until you get it onto the timeline.
cyclespeak
As I already mentioned, the film runs to just over 11 minutes. But how much footage did you have available to edit down?
Ansel
I don’t know the exact length but it was 4 to 5 terabytes. And that’s pretty typical for a project such as this. Basically, if you’re there, shoot it. Because you’ll get into the edit and wish you had it. It’s a massive refinement of small moments that the viewer ends up seeing.
cyclespeak
A semi-serious question but who had the tidier camp?
Ansel
We managed to keep the inside of our van pretty organised but outside was just trashed. There’s so much going on and we didn’t have a producer on set organising our stuff. We’re helping the girls cook, bringing them a jacket when they’re cold, helping fix their bikes—and all the time trying to film. So cleaning was the last thing on anyone’s mind and it showed at the end. If you wanted to eat something, you would just pick up a dirty bowl, brush it out and find some food to put in it [laughs].


cyclespeak
Moving on to other projects, when Ian shared his secret to the camera in your film documenting the 2021 Unbound, I welled up myself*. How do you balance the need to film what’s happening without being too intrusive? But also building these relationships that allow the subjects to share their thoughts and feelings so freely?
[*In the final scene of the film, Ian let slip that his wife Gretchen was expecting their first child]
Ansel
Unbound was super cool because Ian won. And he’s a really good friend so it’s really easy to work with him. Beyond that, we try to approach these stories and the humans behind them with respect and humility. You can’t just barge in—you need to wait for them to be comfortable opening up. And it’s also about getting the best out of them as opposed to putting words in their mouths.
cyclespeak
I do feel that your films go beyond purely documenting. And I’m guessing the athletes that you feature trust that you’ll take what they do and say and treat this with respect. And I was wondering, now that you’ve been working with Education First, whether there are any challenges particular to the World Tour?
Ansel
There sure are [laughs]. The fact that everything is orchestrated and organised around the athletes means you’re a fly on the wall watching things unfold. You’re basically like paparazzi following them around—spraying and praying and documenting that way. But it’s also really cool because I always wanted to go to the World Tour as a bike racer and now I’ve finally made it as a filmmaker which is kind of cool.
cyclespeak
You posted a really nice photograph of you and the team taken by Jered Gruber. Do you enjoy collaborating with other professionals?
Ansel
Having two cameras, another person flying the drone and someone doing audio—it all adds up to make a much better experience for the viewer. Everyone’s devotion to the craft really comes into play and most of these projects simply aren’t possible without teamwork.
cyclespeak
What are your thoughts on social media? Because that’s where Vermont Social started.
Ansel
I’m personally and professionally thrilled that I don’t have to manage other people’s social media anymore. That was a 2-3 year period when we did it as a service and it made money but was just absolutely brutal. Anything you did wasn’t good enough and there was always a problem with an angry commenter or the client not being happy with what you were doing. With the film and photography stuff, you’re delivering this product and if you’ve done your job well, when they get delivery they’re like, holy crap, this is amazing [laughs].
cyclespeak
Any social media positives?
Ansel
On the flip side, it’s relatively easy to build a big audience and you can get your work out to the world really, really quickly and that accelerates everything else. So maybe it’s a two-sided coin and like I always tell people, use it as a tool because that’s what it is.


cyclespeak
Any past projects that proved particularly challenging?
Ansel
We had fun with both the Colin Strickland and Sarah Sturm Frontiers episodes. It was at the height of COVID during the early fall of 2020. No one was flying at that point but Wahoo Fitness really wanted us to do the projects. So we figured out that if we rented a commercial sprinter van, it would take our air mattresses, camera gear and mountain bikes. And then we drove from Vermont to Texas.
cyclespeak
That’s a long way.
Ansel
It was a three day drive with us sleeping in the van because we didn’t trust hotels. When we got to Austin ready to start filming with Colin, he just opened up his garage and there were all these motorcycles in a row. Both Nick [Keating] and I ride so, calm as you like, Colin throws us two sets of keys and hands over some helmets. Follow me, he says, we’re going out to dinner. So we’re bombing through downtown Austin, trying to keep up with Colin and it’s like ten minutes since we first met him. Absolutely insane [laughs].
cyclespeak
That sounds pretty cool to me.
Ansel
And then once the project was done, we drove straight to Colorado to film with Sarah Sturm—still sleeping in the van and still not showering. After spending four days camping up in the mountains with Sarah and her boyfriend, we drove all the way back home to Vermont.
cyclespeak
How long were you away from home?
Ansel
That was a month-long process of living in a commercial sprinter van that wasn’t built for camping. Just to shoot these two projects during COVID.
cyclespeak
Speaking of projects, you’ve got a big day coming up in June? I’ve been sneaking a peek at your wedding webpage and then I saw a super nice portrait of Gertrude on your Instagram feed. In the post’s comment, you describe her as strong, thoughtful, fierce, loving, caring, compassionate, sometimes impatient and always, always beautiful. And I wondered what words Gertrude would use to describe you?


Ansel
Ohh man.
[pause]
Disorganised. Impulsive probably. Serious at times. Maybe overly serious. Motivated. And throw in disorganised again [laughs].
cyclespeak
Disorganised twice [laughs]?
Ansel
Yeah. But we’re a good match. Gertrude is definitely the organised one and I’m more go-with-the-flow. Or thinking about something totally different – head in the clouds – and not interacting with what’s going on in the moment [laughs].
cyclespeak
Does your mind wander to hopes and dreams for the future?
Ansel
That’s an interesting question. Because I’ve never really been that good at setting long term goals. I’m very good at setting short term goals and working really hard to achieve them. But long term? I do know that I don’t want to grow Vermont Social into this big media conglomerate. At the moment I get to work with amazing people and tell stories that really interest me.
cyclespeak
And on a personal level?
Ansel
Long term is obviously to have a family and hopefully build our own house somewhere with a bit more land.
cyclespeak
A house with a barn?
Ansel
Yeah [laughs]. A barn is key and maybe a couple of border collies and some other animals. I think that would make for a really happy life.
Ansel Dickey / Vermont Social / Vermont Overland / Wahoo Frontiers
Feature image: Jered Gruber / All other images with kind permission of Ansel Dickey and Vermont Social