Bloomberg Business of Sports Special Edition: Winter Olympic Games Wrap Up
Feb 20, 2026
Amy Scheer, PWHL business chief driving growth and partnerships. Aron McGuire, CEO of USA Bobsled & Skeleton managing recruitment, gear and tech. Sophie Goldschmidt, leader of U.S. Ski & Snowboard overseeing multiple sports and athlete programs. They discuss Milan-Cortina logistics, high-cost sled technology and sponsorships, PWHL’s Olympic momentum and scaling, and athlete development pipelines.
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Variety Creates Cross-Sport Advantage
- Managing ten sports creates cross-pollination benefits despite technical differences.
- Goldschmidt emphasizes shared mental, physical, and cultural preparation across disciplines boosting performance.
Funding Model Drives Holistic Strategy
- U.S. Ski & Snowboard balances 'on-snow' elite programs with 'off-snow' commercial and philanthropy efforts.
- Sophie notes U.S. organizations receive no government funding, so revenue and philanthropy are vital.
Equipment Matters Like In Motorsports
- Equipment is a core factor alongside start and pilot skill in sliding sports.
- McGuire compares sled tech to motorsport, noting partners like Honda and DeBotec help build competitive sleds.