About
Rob and Cloe Aplin, the English couple behind the growing Aplins in the Alps brand, have built a digital life on a compelling premise: trading the familiar comforts of the United Kingdom for a panoramic existence in the Austrian mountains. Since their 2021 relocation, they have carefully documented their journey for a growing audience on YouTube and Instagram, presenting a life of DIY home renovations, Alpine adventures, and wholesome family moments. Yet, behind the curated vlogs of skiing and cultural immersion lies a more complex story of a modern digital business facing questions of transparency and sustainability.
Aplins in the Alps: History and Growth
The architects of this Alpine dream hail from Hampshire, UK. Rob Aplin, born January 1, 1990, stands 6'2" and brings a background defined by discipline and resilience as a former Royal Marine Commando. His wife, Cloe, born May 5, 1992, is 5'7" and previously worked as a primary school teacher. This combination of rugged practicality and nurturing expertise formed the foundation for their decision to uproot their family and move to Austria in 2021.
Their initial content was heavily anchored in the tangible, physical challenge of renovating their new Austrian home. This DIY-centric narrative resonated with viewers, offering a clear, project-based storyline. It was a classic "escape to the country" tale, adapted for the social media age.
Aplins in the Alps: Content and Style Evolution
Over time, the channel's focus organically broadened. The sawdust and power tools of the renovation phase gradually gave way to a wider lifestyle canvas. Content began to pivot towards the daily rhythms of expatriate life: navigating Austrian traditions, exploring the outdoors through hiking and skiing, and documenting their own family's growth. This evolution continued in 2024 with the birth of their third child, shifting the narrative lens once again to the challenges and adjustments of life as a family of five in a foreign country. The raw, project-driven content of their early days has matured into a polished chronicle of family and cultural assimilation.
How Aplins in the Alps Makes Money
The Aplins' idyllic lifestyle is supported by a multi-pronged digital business model. The primary engine of their revenue is YouTube AdSense, leveraging their subscriber base for income generated from video advertisements. This is supplemented by two key secondary streams. The first is affiliate marketing, where they use established platforms like Amazon Associates and LTK (LiketoKnow.it) to earn commissions from products they recommend. The second involves direct brand partnerships, typically with companies whose products align with their family and outdoor-centric brand, such as clothing outfitters and family goods manufacturers.
However, a closer look at their digital footprint reveals a potential vulnerability. Research notes a persistent "low engagement-to-subscriber ratio" on their primary YouTube platform. While their subscriber numbers are robust, the view counts on individual videos often represent only a small fraction of that total, a metric that could impact their long-term appeal to data-driven brand partners and their reliance on AdSense revenue.
Aplins in the Alps: Collaborations
Unlike many creators who build their brands through a web of peer-to-peer collaborations, the Aplins have pursued a more insular strategy. Research indicates a "limited" network of direct collaborations with other creators. Their focus has remained squarely on securing commercial brand deals rather than cross-promoting with other influencers, suggesting a business strategy that prioritizes direct monetization over community-based growth.
Aplins in the Alps: Public Reception & Controversies
The Aplins' carefully constructed image has not been without its critics. A small but persistent group, particularly on the forum Tattle Life, has raised pointed questions about their business practices. The most significant allegation centers on potential non-compliance with Austria's "Influencer Law," with critics claiming that sponsored content is not always clearly and correctly labeled according to local regulations.
A secondary line of criticism targets the narrative itself, accusing the couple of presenting an over-idealized version of expat life. These viewers contend that the Aplins' content glosses over the significant financial, bureaucratic, and social challenges inherent in relocating a family to another country. The couple's response to these controversies has been one of public silence. They have largely chosen to ignore specific allegations, occasionally making only vague, generalized statements about dealing with "negativity online."
Aplins in the Alps Today
With their brand established, their family grown, and their Alpine narrative still attracting an audience, Rob and Cloe Aplin are now juggling parenting a newborn with the demands of content creation as a family of five in Austria.