the last time i answered this, i said:
-arild tveiten (architect of the norwegian program, which, when i answered this a few years ago, was on the cusp. turns out the norwegians have had some success.
-lucy (during COVID she was having more fun than anyone in the sport, racing everything from super-sprint to long course, swimming at the olympic trials, etc etc.)
-lionel (partly because, a few years ago, he impacted every race he did. he shaped other peoples' strategies. but also, mostly, because of his media presence and his impact on indoor training - he's made pain caves cool.)
-and. . . i can't remember who else.
this time around:
-arild/olav: sure. every magazine/website is still running "how to train like the norwegians" articles, and blu and gus have had some incredible results. still though, where's casper or vetle? where are the female athletes? it would be good to see how durable/broad their success is.
-lucy: well, she won kona! on the other hand maybe she's settled into the trajectory that some 'expected' of her pre-covid and before she started experimenting in short-course etc. big media presence, huge professionalism, and really, really fast racing. important in racing in the sense that at her best she dictates terms from the start, and forces other athletes to respond.
-lionel's off my list. love the guy and want him to win, but it's a while since it felt to me like he was really relevant in a race. he's had some success in slightly lower-level events, but never really setting the pace. media presence remains high, but unchanged - no innovations there in approach, and at least for me, i've become kind of uninterested as some of it's repetitive.
-maybe taylor knibb? i admit i'm not personally a huge fan, but she could be on the edge of doing something special here. an american who's an olympic AND ironman champ would be big for the sport in a big market. she's also pioneering this deal with trek's cycling arm, which could also be fascinating to see play out. so partly from a sport side, but also from an industry side, i'd guess she's important to watch.
-messick. love him or hate him, IM still dominates the scene. pro athletes need IM results for their contracts. the average joe hasn't heard of most races, but he's heard of the Ironman. even the PTO, when they try to stake out their position, are doing so in
opposition to IM - they're reacting to IM's moves. i do think that IM is nearing a major crossroads, and than in 5 or 10 years they'll look quite different, but for now they're still the 800-pound gorilla in our sport, for better or worse.
-what's interesting is that i'm sort of trying and failing to think of industry innovators that feel really important right now. maybe deboer wetsuits? they seem to be pouring money into sponsorship and R&D in a space that's been sleepy for a long time. maybe canyon for shaking up bike retail. but overall it feels like most of the products we're using now are converging on stable, similar designs.
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https://lshtm.academia.edu/MikeCallaghan http://howtobeswiss.blogspot.ch/