The International Skating Union (ISU), led by new president Kim Jae-youl, is implementing Vision 2030, a multi-year plan aimed at modernizing speed skating and ensuring its sustainability amidst a rapidly changing sports environment.
Schaatsen.nl, a Dutch news outlet, reports on the ISU’s strategic efforts under Kim Jae-youl, who took office on June 10, 2022, to reform and expand the sport internationally.
The plan does not represent a superficial update but a fundamental reevaluation of how speed skating is organized and promoted. According to De Vries, a spokesperson familiar with the ISU’s strategy, the challenge stems from the reality that only a few sports such as Formula 1, football, and cycling maintain the expansive viewership and financial strength required to thrive. International sports federations beneath these levels face financial difficulties as fan engagement patterns shift, especially among younger audiences who tend to consume sports content differently, often outside mainstream television platforms, which remain a primary revenue source on which governing bodies depend to fund events and activities.
The critical question for the ISU is how to secure stable revenue streams while preserving the essence of speed skating. De Vries emphasizes that this changing landscape requires athletes to adapt to new modes of presentation and engagement. Drawing comparisons with other sports, he notes how figures like Max Verstappen in Formula 1 and football players provide insights to fans through media access before races or during half-time, fostering a stronger connection between athletes and audiences.
Research cited by De Vries from Team Whistle, an American sports research firm, along with data related to the Formula 1 documentary series “Drive to Survive,” indicates that young adults value storytelling and personal narratives as much as the competition itself. These findings have influenced the development of Vision 2030, leading to the conclusion that athletes will need to share more of their personal experiences gradually.
De Vries recognizes that this evolution will not happen overnight and does not expect speed skaters to become media personalities immediately. Instead, storytelling will play a more significant role by highlighting not only training routines but also athletes’ backgrounds, challenges faced, and realities behind their achievements. He stresses that the transition must be communicated effectively to athletes, who need to be both encouraged and supported in embracing this expanded role to ensure the initiative’s success.
