Since 2020, Andrei has been leading weekend hikes across Cyprus nearly every Saturday or Sunday, guiding groups of 20-70 participants through some of the island’s most scenic and challenging routes. A Belarus-born outdoor enthusiast, Andrei has led Hiking with Andrei, which has drawn over 1,000 members (1,425 members as of the publication date), largely through word of mouth and a Telegram channel that keeps things simple and accessible.
Each year, the group collectively covers around 800 kilometers, gaining more than 30,000 meters in elevation across a wide range of trails. But beyond the physical fun challenge, Hiking with Andrei has become a social lifeline for newcomers and locals alike, a space to meet people, share stories, and…potentially find a life partner!
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In this exclusive interview with The Future Media, Andrei reflects on how the group started, the unexpected viral moments that fueled its growth, and why the best way to build community might just be putting one foot in front of the other.
Could you tell us a bit about yourself, your background, passions, and how you first got into hiking?
I’ve been an outdoorsy person for as long as I can remember, even though my parents weren’t particularly into sports or outdoor activities. I’ve always felt a strong connection to nature, whether it’s hiking, sailing, skiing, or rock climbing.
As for my background, I was born in Belarus and have lived in several countries. I spent about 3 years in Africa during my teenage years, lived in the USA for over 15 years, and have been based in Cyprus since around 2015. That variety of experiences helped me absorb different cultures and languages, although I’m still struggling when it comes to speaking Greek!
You’ve built a vibrant hiking community of over 1,000 people through your Telegram group Hiking with Andrei. Can you walk us through how it all started? What was your original vision?
I can’t really say that I set out to build a hiking community or had any specific plan to attract large numbers of people to my hikes. It all started somewhat accidentally. I came across a hiking group online with many members but no recent hikes, so I decided to take the lead and invited everyone on that page for an easy walk in the mountains.
To my surprise, more than 50 people showed up. That’s when I realized there were quite a few people in Cyprus looking for hiking partners.
How long did it take you to reach your first 1,000 members, and were there any specific milestones or turning points that accelerated the growth?
I’ve never done any marketing or promotion for the group. The growth has been almost entirely organic, with occasional spikes after mentions in local news outlets or online communities.
One funny milestone happened a few months ago, when a large number of women suddenly joined my group a few days apart. As it turns out, the way they ended up in the group was purely anecdotal. Someone in a women-only online community asked for a recommendation for a trichologist (a hair specialist), and somehow the reply included a link to my hiking group! I couldn’t help but smile at that, so my next hike announcement went out with a teaser promising “hair care and improvement” as part of the hiking experience.
The hiking and outdoor sports community in Cyprus seems to be growing. How would you describe it? What unique opportunities or challenges have you observed while building a sports-focused community here?
I’m happy to have played a role in connecting people and helping to build communities here in Cyprus. This became especially important starting in 2022, when the island saw a significant influx of newcomers who suddenly found themselves disconnected from their usual circle of friends. For many, joining my hikes became a way to meet new people, build meaningful connections, and even support their mental well-being.
While hiking is the shared interest that brings people together, it’s not the sole purpose of the group. It is just as much about socializing and forming new friendships. I also support the running and rock-climbing communities in Cyprus, and once again, the social aspect is a major part of it. Ultimately, it’s about bringing people together around shared common interests and creating a sense of belonging.
Many community builders look to monetize their efforts. Are you making any income from Hiking with Andrei? If so, how, and could you share any numbers or models (sponsorships, paid events, merchandise)?
Unsurprisingly, I get asked this question quite often. For many people, it’s hard to understand why I invest so much time into planning, organizing, and leading these hikes without asking for anything in return. Some people assume I must have sponsors or other forms of monetization behind it.
In reality, there’s no financial aspect involved. The 200+ hikes I’ve led over the past four and a half years have been entirely sponsored by my enthusiasm.
That said, offering the experience for free naturally sets the tone and expectations: I choose the routes and locations that I personally find interesting, I schedule the hikes around my own availability, and if I’m feeling adventurous, the group might just find itself climbing the steepest hill imaginable on the island. No complaints accepted!
Telegram is your main platform. Why did you choose Telegram over other options like Instagram, Facebook groups, or even a standalone website? What are the pros and cons you’ve found?
Telegram requires the least amount of effort to maintain, by far. I also have a presence on Facebook, but that’s mostly as a backup in case anything ever happens to Telegram as a platform.
My social media skills are fairly basic, and I find it very time-consuming to keep up with maintaining an online presence.
Organizing hikes comes with a lot of responsibility. How do you handle logistics, safety, and community management to maintain trust among your members?
I have a set of clear, well-thought-out rules that every participant must agree to before joining a hike. Registration for a hike is required, and everyone must sign a liability release form the first time they attend. While I don’t assume legal responsibility for the hike’s participants, I take safety very seriously.
I am trained and certified in Basic Life Support in the U.S., and I maintain a CPR certification in Cyprus. Thankfully, my skills have not been needed during the hikes, beyond treating minor bruises or timely detecting and alleviating heat stroke. Given that roughly 10,000 people have taken part in my hikes over the years, I have an excellent safety record.
At the same time, I can be very strict when it comes to enforcing the rules. Improper footwear, lack of water, or inadequate sun protection – these seemingly minor oversights can lead to serious incidents. Since I’m also into rock climbing, I understand all too well the cost of negligence.
Have you noticed any unexpected personal or professional opportunities that came your way because of Hiking with Andrei?
Sometimes I hear a friendly “hello” from someone I don’t immediately recognize, and it’s often someone who knows me from the hikes. But more importantly, I’ve seen many participants form real connections within the group. From dating to marriage and even having children, those stories have become part of our community.
Looking ahead, what’s next for the group? Do you see it evolving into a larger movement or business?
At this stage, I don’t have plans to turn the group into a business or formal organization. The beauty of Hiking with Andrei lies in its simplicity. It’s driven by genuine interest, not commercial goals.
That said, I’m always open to new ideas, as long as they align with the spirit of the community. What I do hope for is continued organic growth, more diverse routes, and perhaps deeper collaboration with other outdoor and sports communities in Cyprus. Most of all, I’d like to see the group remain a welcoming space for people looking to connect, explore, share experiences, or simply make meaningful offline interactions, especially for newcomers to the island.
So while I’m not planning a business model or expansion roadmap, I do see potential for the group to keep evolving as a strong, positive social force. One hike at a time.
