Each day during the recent 2026 Winter Olympics, officially the XXV Winter Olympic Games, and commonly referred to as Milano Cortina 2026, 14 thought leaders in leadership, marketing, and technology shared insights as to how leadership and personal branding aligned with the Olympics, the competitions, and the overall Olympic spirit. A common theme throughout was an appreciation for the bobsleigh, curling, figure skating, and hockey. Since the event is now history, it’s time for a recap of my #OlympicsLeadershipSeries2026.
SHARE THIS: The Olympic Games have the power to unite us because we can all find something we can relate to in each athlete’s story, whether it’s a story of success or of disappointment. –Tatjana Schoenmaker #DebbieLaskeysBlog #OlympicsLeadershipSeries2026
GIOVANNI CECCHINI (ARGENTINA/ITALY)
FAVORITE WINTER OLYMPICS SPORT: Alpine skiing,
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Bobsleigh.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: One Winter Olympics moment that stands out for me is the remarkable success of Alberto Tomba, Italy’s legendary alpine skier and one of the most charismatic and successful athletes in Winter Olympic history. Tomba won multiple gold medals across the late 1980s and early 1990s, notably taking gold in the giant slalom and slalom events at the 1988 Calgary Olympics and again at the 1992 Albertville Games. His achievements went far beyond the medals — Tomba redefined what it meant to be a champion, combining raw talent with an infectious passion and showmanship that captured the imagination of fans worldwide. Tomba’s Olympic legacy is more than a sports story: it’s a powerful emblem of running your own race, embracing your unique strengths, and relentlessly striving for excellence — principles that continue to inspire me both personally and professionally.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I would invite a mix of popular digital content creators and social media influencers, especially those passionate about outdoor adventure, sustainability, and lifestyle, alongside prominent figures from the gaming and technology sectors, such as e-sports champions and VR innovators. These influencers bring authentic storytelling and vast global followings on platforms like Instagram, TikTok, and YouTube, which would help connect the excitement and values of the Winter Olympics with younger audiences who might not traditionally follow winter sports. By combining the engaging power of influencers with cutting-edge technology and gaming culture, the Olympics could offer fresh, immersive experiences that resonate with tech-savvy viewers. This approach would not only expand the Games’ reach but also inspire a new generation to appreciate winter sports through innovative digital engagement and interactive content.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: This milestone not only breaks a long-standing glass ceiling but also signals a meaningful move toward greater inclusivity and representation within the Olympic movement. It reflects the evolving spirit of the Games — uniting people worldwide while embracing diversity in leadership. Looking ahead, I am optimistic that under Coventry’s leadership, the IOC will continue to promote equality, innovation, and sustainability within sports. Her story will inspire countless young athletes and leaders, especially from underrepresented regions, demonstrating that leadership knows no boundaries. This fresh perspective positions the Olympics to evolve in ways that are more global, inclusive, and forward-thinking than ever before.
IAN GOLDING (UNITED KINGDOM)
FAVORITE WINTER OLYMPICS SPORT: Bobsleigh and skeleton.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Pairs figure skating,
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: As a Brit, I am always reminded of the determination shown by Eddie ‘the eagle’ Edwards who competed in ski jumping at the 1988 Winter Olympics. The first person to ever do so from Great Britain – with no support and no funding, whilst he came last (by some way), the courage and determination he showed to achieve his dream is the perfect demonstration to me of what victory is all about.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I am tempted to say Olaf – the snowman from the Movie "Frozen" – to attract a new audience. I think it is important to inspire potential athletes as early as possible, and I think Olaf would be the perfect character to do so with children all around the world.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: To me, leadership has nothing to do with gender or race. Leadership is demonstrated through the ability of a person to inspire others to follow. At its core, leadership is the ability to inspire, influence, and guide others toward a shared vision, goal, or purpose. It isn’t just about authority or position - it’s about creating conditions where people can succeed and feel motivated to contribute their best.
ELIA GUARDIOLA (SPAIN)
FAVORITE WINTER OLYMPICS SPORT: Figure skating.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Curling.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: I remember the victory of the French ice dance pair Gabriella Papadakis and Guillaume Cizeron. They didn’t just win medals; they achieved something bigger: the respect of the audience and the feeling of transcendence. Their story is proof that true success isn’t only on the podium — it’s in coherence with yourself, in the ability to turn effort into legacy.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I’d invite someone unexpected: an educational content creator who can translate what’s happening in each discipline into simple, emotional language. Today we don’t just need celebrities creating spectacle; we need storytellers creating meaning. Someone like Neil deGrasse Tyson, who turns science into poetry, could bring the Games closer to people who have never watched a skeleton or biathlon event.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: It’s about time. And I don’t say this only from a gender perspective, but because sports need voices that truly represent diversity. Coventry is a woman, an African, and an Olympic athlete. Her arrival at the IOC breaks inertia and opens the door to a more plural future. The real challenge will be ensuring that this diversity doesn’t remain symbolic, but translates into decisions that make the Games more inclusive, accessible, and human.
DAN GINGISS (USA)
FAVORITE WINTER OLYMPICS SPORT: Downhill skiing.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Synchronized skating.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: The one that sticks with me is the U.S. men’s curling team winning gold in 2018. Nobody expected them to win — they weren’t the favorites, they just kept showing up, learning from every mistake, and staying focused on their own race. That perfectly reflects Suzanne’s point: you define your own version of victory For them, victory wasn’t about beating Canada or Sweden — it was about constant progress and trust in their process. That mindset is gold for business leaders too.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Ryan Reynolds.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: I think it’s wonderful — and a long-overdue change in perspective. Kirsty Coventry brings lived experience from regions and communities that haven’t always had a voice on the global sports stage. That’s going to reshape the Olympic experience itself — how athletes are supported, how fans are engaged, and how the Games evolve for future generations. Just like in business, when leaders understand that every customer base is diverse in almost any way you can define diversity, then companies develop better products and marketing. Not everyone uses the same products, or even the same product the same way (I often think about how every single Apple iPhone home screen is unique). Smart companies realize this and adapt to expand their audience; I'm sure Kirsty will do the same for the Olympics.
SUSAN FRIESEN (CANADA)
FAVORITE WINTER OLYMPICS SPORT: Figure skating - especially ice dancing.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Bobsleigh.
OLYMPIC EVENT THAT STANDS OUT AS AN XAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: The 2010 “Golden Goal” still stands out for me. I remember sitting glued to the TV as overtime played out in Vancouver. Suddenly, Sidney Crosby buried it, winning the coveted gold. The team was able to do this because they stayed patient and played their game, knowing the win was well within their grasp. That one shot may have looked like magic, but it’s the product of thousands of hours of refining their craft using a shared collective standard. In business, that’s the win you earn by staying with your plan, even when the pressure is high.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Ryan Reynolds.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Representation at the top changes what gets measured. With former athlete Kirsty Coventry now leading the IOC, decisions can tilt more toward athlete safety, clean sport, and wider access. Pair that with real transparency and trust in the Olympic brand will rise, because trust follows governance, not slogans. I’d love to see her better measure athlete welfare, publish the budgets, and report openly. That’s how you protect the brand and grow it. The Winter Games remind me why great brands win: masterfully combining precision, courage, and teamwork, all performed under pressure. Build the foundation, trust your roles, and stay with your line. That’s how you earn your own "golden goal."
ERIC JACOBSON (USA)
FAVORITE WINTER OLYMPICS SPORT: Alpine (downhill) skiing and the luge.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Ice hockey.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: The most memorable is the U.S. ice hockey team’s earning the men’s gold medal when they competed against the Soviet Union team during the Lake Placid 1980 Olympics. Even though the Soviets were the overwhelming favorites to win, the U.S. team comprised almost entirely of collegiate players, won the game 4 to 3. This dramatic upset and “Miracle on Ice,” as it became known, transcended into legend, and in 2000, the Associated Press named the win as "the top sports moment of the 20th century."
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I believe that even though the Winter Olympics reach a diverse audience, a significant portion of viewers are older adults and those from higher income and educated backgrounds. Therefore, to attract a new audience, finding a person admired, inspired, and followed by younger individuals – early in their education journey and careers – could be a good strategy. Possibly Drew Barymoe, Jennifer Hudson, Ed Sheeran, Ariana Grande, or Bruno Mars.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Like my support for when more women enter top leadership positions at companies around the globe, it’s encouraging to see Kristy Coventry break through the glass ceiling as she assumes her new role with the Olympic Games. As with any new leader, my hope is she will bring fresh perspectives and strong leadership skills, and that she will advocate for inclusiveness and unity within the Olympics.
JOSEPH LALONDE (USA)
FAVORITE WINTER OLYMPICS SPORT: Snowboarding.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Ice hockey.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: Clara Hughes' achievements in the Summer and Winter Olympics come to mind. She's a Canadian Olympian who has achieved something truly remarkable. She is the only Canadian Olympian to win medals at the Summer and Winter Olympic Games. She's a cyclist and speed skater. She's run her own race by standing out in a small crowd of extraordinary athletes.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: One of the biggest cultural phenomena is the emergence and embrace of K-pop (Korean pop music). It's not only lit up the charts in Korea but it's bridging cultural gaps and gaining traction in other countries. I'd look at bringing in the band BTS. It holds cultural relevance, could bring in new audiences, and creates a memorable experience.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: This is a special moment in Olympic history. Seeing Coventry rise to the rank of President of the IOC is spectacular. Her qualifications are stellar. She's implementing important changes. And she's a great example to millions of young girls and women around the world.
KARIN NORGAARD (DENMARK)
FAVORITE WINTER OLYMPICS SPORT: Ski jumping.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Curling.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: It has to be Steven Bradbury’s gold in Salt Lake City 2002. He was nowhere near the favorite in short track speed skating, but then, in a twist worthy of Netflix, every other skater in the final crashed. Bradbury just glided through the chaos to Olympic gold. It’s the ultimate reminder that sometimes victory is about persistence and being ready when opportunity knocks (or when everyone else falls over). And if I bring it closer to home: Denmark isn’t exactly known for dominating the Winter Games, but when our women’s curling team took silver in 1998, it felt like a fairy tale. Proof that even underdogs with brooms can sweep their way into history!
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I’d call in the cast of "Succession" to do live commentary on ice hockey. And for ice dancing? Meryl Streep in full "Devil Wears Prada" mode; pursing her lips, raising an eyebrow, and delivering icy one-liners after every routine. The judges’ scores would suddenly feel like high fashion verdicts. Instant viral Olympics.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Her presidency is a milestone. First woman, first African, first Zimbabwean — that’s not just history, that’s momentum. The Olympics thrive on stories of barriers broken, and Coventry embodies that spirit off the field. My hope is that she uses her athlete’s mindset to make the IOC braver, faster, and more open to change.
REBECCA HEROLD (USA)
FAVORITE WINTER OLYMPICS SPORT: My favorite sports usually change with each Olympics.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Hockey.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: Victory means different things based upon the context of each situation. A competitive event in the short track speed skating competition that I happened to see is actually what made me a devoted fan of that sport in the 2002 Olympics. The gold medalist, Steven Bradbury from Australia won by taking a calculated risk regarding what his competitors would do. Reportedly (at the time), he had studied his competitors closely. He knew that several of them had faster times than his fastest time to that date in history. Bradbury purposefully stayed at the back of the pack for most of the race. In the final lap of the final race, the four leading skaters all crashed into each other, and Bradbury zoomed by the resulting pile-up and crossed the finish line first and won a gold medal!
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Taylor Swift.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: I think it is great to see a former athlete, world record holder, and demonstrably successful leader in multiple facets of her life, to have been elected as IOC President. Her election win demonstrates substantial international support for her leadership capabilities.
MICHELLE REDFERN (AUSTRALIA)
FAVORITE WINTER OLYMPICS SPORT: Luge and freestyle snowboarding.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: No matter whether it's an individual sport or a team sport. There's always a team in the playing arena and outside of it. So I think any Olympic sport, whether it's winter or summer, demonstrates that there's always a team that makes things happen.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: Well, I'm Australian, so you know the dude who won the gold medal in the speed skating because everyone else fell over? Steven Bradbury is his name. That is part of our history and our folklore - so much so that Australians say, "If you hang in there long enough, you'll do a Bradbury." He ran his own race and kept running it even when everyone else fell over - then he won the gold medal. That's got to be a lesson in sticking to the plan, perseverance, and not getting distracted.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Whoever I chose, I'd make sure that they were representative of and inclusive of all humans.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Thoughts are: "It's about time" and "Why has it taken this long?" My advice to Kirsty Coventry is: "What is she doing as the first to make sure that she's not the last?"
MELANIE BELL (USA)
FAVORITE WINTER OLYMPICS SPORT: Ice hockey.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Hockey and pairs figure skating.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: I remember watching Surya Bonaly compete in figure skating in the 90's. She was such a powerful skater, and I think the judges penalized her for her strength. Not that I’m a figure skating expert. I remember watching her last performance and wanting to cry right along with her. And let’s not forget everyone’s favorite Jamaican bobsled team from the 1988 Olympic Games in Calgary!
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: I’m very excited that Stanley Tucci will be involved this time around. Other interesting personalities that could be fun - someone who’s popular with kids to get the next generation interested in the events and sports that comprise the Olympics. I also think the Kelce brothers are having a moment, and with their sense of humor and banter, they’d make a great addition as well, at least for the US audience.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: We should celebrate any time someone with that kind of credible background and who is from a historically underrepresented group achieves a new position. I’m a believer that diversity makes organizations stronger and perform better, and data backs that up. Kirsty sounds like she’ll bring a lot to the table, and with the past controversies and rumors surrounding the corruption of international sporting events, I hope that this marks a new chapter for the IOC.
IAN BUCKINGHAM (UNITED KINGDOM)
FAVORITE WINTER OLYMPICS SPORT: Downhill snowboard racing.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Hockey or the bobsleigh.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: I love that quote ("In business as in life, you’ve got to run your own race.") so much as it applies to business and aiming to lead a balanced life. There are so many examples of Olympians who match this quote from Great Britain's Eddie the Eagle through to the Jamaican bobsleigh team. But the first that came to mind was Steven Bradbury - the Australian athlete who won the 1,000m speed skating event at the 2002 Winter Olympics against all odds.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Perhaps, the Obamas for the adults - encouraging a very different demographic. Or Taylor Swift and her fiancee Travis Kelce who seem, between them, to have bolstered interest in NFL exponentially, gaining legions of female and teenage fans. It would be a massive win/win - they could even collaborate to write the soundtrack.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Let's hope that she brings the wisdom, insights, emotional intelligence, resilience, objectivity, and tenacity to put a really positive stamp on the premium Winter sports tournament during her tenure and that she has the support of a great team to back her up. I'm excited to see what she will add to the Olympic legacy, cultivating the values we all should hold dear at such a complex and trying time for the global community.
ERIC STONE (USA)
FAVORITE WINTER OLYMPICS SPORT: Freestyle skiing.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Hockey.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: The 1980 U.S. Olympic hockey team stands out in my memory more than any other Winter Olympic moment. This was a team of amateurs and college players who, on paper, had no business beating the powerhouse Soviet Union. Yet they defied the odds, won one of the most famous upsets in sports history, and eventually captured the gold medal. What made it so powerful wasn’t just the win, it was the context. The Cold War was at its peak, tensions were high, and this victory became a symbol of hope and resilience. I can still hear sports broadcaster Al Michaels’ call: “Do you believe in miracles? Yes!” That moment wasn’t only about hockey, it was about what happens when you define victory on your own terms, keep believing in your vision, and celebrate the progress you’ve made.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: MrBeast and Dwayne "The Rock" Johnson.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Kirsty Coventry’s versatility and remarkable journey from Olympian to politician to global sports leader make her someone everyone should be inspired by. This appointment shows that the IOC is committed to living its values rather than just listing them. In doing so, it proves that the organization promotes what it truly permits. The committee clearly isn’t afraid to break barriers to bring in the best leader for the future of the Games.
AILEEN DAY (AUSTRALIA)
FAVORITE WINTER OLYMPICS SPORT: Bobsleigh.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Curling.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: In the sport ski mountaineering, there is no prize for doing it one way or another. It is left to the participant to set their course, taking obstacles into account, and defining solutions on the run. Every participant’s path is slightly different. No two athletes will have the same experience the whole way through, and with that, it is imperative to celebrate the successes of your own challenges and work as strategically as possible to finish your own race, with integrity and humility.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Labubu dolls.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: Glass ceilings are meant to be shattered, and yet we still see it occur so infrequently. However, her appointment in this case was won on her extensive experience in sports and sports leadership, not just the administration or business acumens of many of the other candidates. I think it is important to have a leader who has come from the trenches and can empathise and listen to all manner of stakeholders, including and most importantly, the athletes - for without them, we would have no Olympics.
DEBBIE LASKEY (USA)
FAVORITE WINTER OLYMPICS SPORT: A tie between curling and moguls.
OLYMPIC SPORT THAT VISUALLY DEMONSTRATES TEAMWORK: Bobsledding.
OLYMPIC EVENT THAT STANDS OUT AS AN EXAMPLE OF RUNNING YOUR OWN RACE/DEFINE WHAT VICTORY MEANS TO YOU: In 1980, when American figure skating pair Tai and Randy had to pull out of the competition at the last minute due to an injury - they were still heroes.
INVITED PERSON/PERSONS TO ATTRACT A NEW AUDIENCE: Taylor Swift.
IMPACT OF NEW IOC PRESIDENT KIRSTY COVENTRY: I hope she works to eliminate gender discrimination and gender bias on the international sports stage as well as addresses financial compensation for athletes (Hong Kong rewards gold medalists up to $768,000), equal athlete participation (for the first time in the history of the Olympics, an equal number of men and women athletes competed at the 2024 Paris Olympics), and continued sustainability efforts.
During this series, I hope you gained new ways to think about leadership, personal branding, and the Olympics. Much applause for the series participants! And now, get ready...the official countdown begins for the 2028 Summer Olympic Games in my hometown, Los Angeles!
Image Credits: Olympics and Adobe.
