By Daniel Welsh

Copyright huffingtonpost

Former Great British Bake Off champion John Whaite has explained why he has made the decision to end his OnlyFans career.

Earlier this year, the Strictly Come Dancing finalist raised a few eyebrows when he announced that he would be dialling down his TV work in favour of posting more sexual content on the pay-per-view website, which has become largely synonymous with sex work and pornography in recent years.

In February, he spoke about juggling his artisan bakery and OnlyFans career, joking to the Daily Mail: “Now I run two fairly successful and exciting businesses. One sells brownies and cookies while the other is a meatier enterprise…”

However, in an Instagram post on Tuesday, John told his followers that he was “leaving OnlyFans”.

“Life has shifted in a way I couldn’t have predicted,” he began, pointing out that his bakery businesses are taking up “so much of my time, but in the best possible way”.

He wrote: “[The businesses’ success has] reminded me of a talent I’d neglected, and given me a new respect for the craft that first set me on this path all those years ago.

“Working side by side with the team, creating something real and lasting, has shown me that my value isn’t in muscles or body image – it’s in building, baking, and sharing. For the first time since Bake Off 13 years ago, I feel a true sense of purpose again.”

John insisted: “This isn’t the end of something, it’s the start of a new chapter – one rooted in passion, creativity, and community. And I couldn’t be more ready.

“To all the OnlyFans fans and peers – thank you for the support along the way. I wish you all well and much success.”

Referring to his OnlyFans persona, he concluded: “I’m not Jonny Boy, I’m just John, and I’m putting one foot in front of the other just like the rest of the world.”

John first shot to fame on the third series of the Great British Bake Off in 2012, going on to win the show.

In the years that followed, he continued his media career as a TV chef and baking expert, eventually landing a spot on Strictly in 2021.

He and his professional partner Johannes Radebe made it all the way to the final, a first for a same-sex pairing on the show, finishing in second place overall.

John first ventured into OnlyFans in 2022, sharing what he described at the time as “cheekier” content based around fitness.

After a few months, he deleted his profile, telling Attitude at the time that he didn’t feel his presence on the site “align[ed] with who I was on television”, claiming that he “deeply” regretted signing up at all.

He then announced at the beginning of 2025 that he was leaving the TV industry altogether to focus on “business”.