After 11 months of showing off his cakes, John Whaite from The Great British Bake Off has announced he is retiring from OnlyFans. Selling NSFW content online isn’t for everyone. John admitted on Instagram this week that the career path just wasn’t for him. However, that doesn’t mean that it wasn’t lucrative for him.
In a revealing message to fans, John revealed just how much dough he made in less than a year on the site. It’s definitely way more than your average baker.
Great British Bake Off winner John Whaite has now closed his OnlyFans account
After winning The Great British Bake Off in 2012, John continued developing his baking skills and opened Ruff Puff Bakehouse. In February 2025, he announced that he’d be joining OnlyFans to offer fans a “meatier” option.
Less than a year later, John realized that baking is his true passion. He doesn’t need to provide a “meatier” option after all. He said OnlyFans didn’t feel like a satisfying career move for him.
“Working side by side with the [Ruff Puff Bakehouse] 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 shared.
After the announcement, he did a Q&A via his Instagram Stories. There, he opened up more about his decision to quit OnlyFans and the massive amount of money he made.
“I don’t like to speak about personal wealth or personal income, but I do think this is an elephant in the room,” John began. “Some people think that I made millions from OnlyFans, some people think I made nothing.
“The truth is that in 11 months I turned over $270,000, so it can be a very lucrative platform, a very lucrative enterprise,” he confessed.
John theorized that if he could have “doubled, tripled, or quadrupled” those earnings had he spent more time on marketing. He noted how it’s a “very difficult” job that goes beyond just stripping off your clothes and pressing record.
“It’s difficult, it’s about marketing and catching people’s eyes, and giving them a reason to subscribe,” John continued. “I have a lot of respect for the people who are successful at OnlyFans, but to me, I’m not really money-driven like that. I find much more fulfillment in working with my team of people at Ruff Puff Bakehouse.”
He concluded, “That’s not to say that people who do OnlyFans aren’t unfulfilled, but for me personally, I was.”
The Great British Baking Show, as it’s known in the US, is streaming on Netflix.
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