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| Weightlifters love the sport, but does anyone else? |
While in many ways more people than ever are learning about the Snatch and Clean and Jerk and their variations, the actual sport of Weightlifting seems to be dying. It has never had more than a cult following here in the United States, and now it sounds like world wide interest and support is waning. Below is an article by Randall Strossen, owner of Ironmind Enterprises, who probably has as good a handle on the health of weightlifting around the world as anyone. As he points out, Crossfit gyms and strength and conditioning programs are using the lifts and their variations more than ever before, yet the sport itself seems to shoot itself in the foot with corruption and lack of imagination in marketing and promotion of the sport. While more and athletes are understanding and using the lifts to develop strength and power, fewer and fewer are actually pursuing or supporting the sport itself. Ironically a few days after this article appeared, Tomas Ajan was re-elected so we can only look forward to more of the same. It is a real shame as weightlifting is a great sport, but it has had so many continuing drug issues that it has little credibility with the general public and the powers that be would rather present the image of reforming the sport than make real changes in testing and enforcement. It's especially sad because weightlifting at it's best is exciting and personifies pure athletic power. Meet promoters must make competitions more spectator friendly by using music, multi-media, good announcers who keep the crowds informed on the amount of weight and the places....etc., and venues with good seating. Most local meets (and many larger meets) lack all of the above. Most lifters are focused on their lifting and most meet directors are also coaching and mainly focused on their lifters. It makes weightlifting a kind of small and inbred group who meet one anothers needs. No one is really promoting the sport to appeal to those outside of the small lifting community. It can't continue on the same path much longer.
IWF Elections: Calling for a New Course
by Randall J. Strossen, Ph.D. | ©2013 IronMind
With the IWF elections drawing near, most of the discussion
is about a change in leadership—whether citing lengthy reports, accounts in the
press or personal anecdotes, plenty of serious questions have been raised about
unreported funds, massive cash transactions and curious patterns in the sport’s
doping control procedures.
A lifter like Ilya Ilyin can’t help but inspire with his
performances—he is fully capable of generating excitement far beyond the inner
circle of the sport. It is time for
weightlifting to cast off its blinders, quit doing business as usual and enter
the 21st century. IronMind® | Randall J.
Strossen photo.
Certainly, there is good reason to consider a substantial
overhaul in terms of how the sport of weightlifting conducts business because
if it were a business, it most likely already would have declared bankruptcy
and some of its leaders been deposed, if not brought to trial.
Serious stuff, but let’s leave those matters to others and
dwell on something that while lacking the tabloid element is an even more
serious indication that things have gone seriously wrong in the sport and
whoever captains the ship in the future needs to have a much different sense of
where he is headed.
In short, the sport of weightlifting is dying, a relic of
the last century, mired in an approach spawned in the Cold War era and one that
takes its operating cues from a socialist approach to sport, rather than one
based on the open market reality of the 21st century.
So, power is consolidated in the hands of a few, who rule
imperially, and rather than building a sustainable enterprise that can thrive
without limit in the market, we have an approach that limps along via
government grants, payments for drug fines, and marking up the hotel rooms that
the competitors and officials participating in major championships are required
to stay in—all the while turning those contests into bloated week-long affairs
aimed more at building quantity (think hotel revenue and entry fees) than
quality.
Been to a major weightlifting championships lately? See any real spectators? How about the sponsors? Or the kids clamoring to get into the sport?
Instead, you’re in a large hall with the bottom third
dominated by the stage and the many handfuls of officials who oversee lifting
that takes place in what is virtually an empty arena—the only people in the
stands are coaches, athletes and significant others.
Of course, there are exceptions, as we have seen with Pyrros
Dimas in Greece or Naim Suleymanoglu in Turkey or, more broadly, for the 2011
World Championships in Paris, but generally speaking, the sport exists in a
social vacuum. Why?
Is it that strength is not recognized or appreciated? Or that the snatch and clean and jerk are too
obscure?
This is hardly the case because TWI was smart enough to
launch a TV show, created by Barry Frank, called the World’s Strongest Man in
1977. It has a huge global viewership
and continues through all these years—a fabulous success by any television
standard. The world’s strongest
man? Sounds like the birthright of
weightlifting to me, so who was in command when a TV show waltzed away with
this title? Would the CEO turn a blind
eye and escape pointed questions from his board and his shareholders if the
formula for Coca-Cola were stolen on his watch?
And as for the lifts themselves, consider that CrossFit,
which began in a garage about a decade ago, is now a business worth in the
range of US$50,000,000 and it’s projected to possibly grow tenfold. Guess what’s among its core movements? The snatch and the clean and jerk. In fact, ask people who are doing these lifts
what they are doing and they’re likely to say, “CrossFit.”
Speaking with my Eurosport colleague David Goldstrom, who
heads a company called Televison in Europe and first came to weightlifting in
1995, he mentioned that Eurosport alone had approximately 31,000,000 viewers
during this year’s Senior European Weightlifting Championships in Tirana,
Albania, which he called “very good viewing” and said “there might be another
10,000,000 from the other countries.”
Goldstrom sees this as a clear indication of the sport’s
untapped potential: “There is so much more we could be doing. The sport is fast moving, it has a strong
climax . . . everyone understands strength,” he said.
Cutting to the chase, I asked Goldstrom to grade the sport
(giving it anything from an A to an F) in terms of making the public aware of
and appreciative of it.
“C is as far as I could go,” he said. And in terms of capitalizing on its assets,
Goldstrom gave the sport “a definite F.”
Goldstrom, incidentally, was quick to praise the organizers
of the 2011 European Weightlifting Championships in Kazan, Russia for having
done an unusually good job in terms of things like staging and facility
management, and the 2011 World Weightlifting Championships in Paris, France for
presenting a theater-like stage and for attracting a bigger audience than could be accommodated
within the hall, day after day.
I would second those and add that what Antonio Urso and
David Goldstrom brought to the 2008 Senior European Weightlifting Championships
(Lignano Sabbiadoro, Italy) deserves special mention for what I called “Best
Staging, Best Lighting . . . The New Look of Weightlifting” (MILO, September
2008, Vol. 16, No. 2, p. 25).
Incidentally, while it’s easy to cast the marketing failures
of the sport in ideological terms, there is no requirement that success must
come in the form of a Harvard MBA or a shirtsleeves California
entrepreneur: My first serious
discussion about how weightlifting needed to do a better job of promoting
itself was with the Chinese coach Xiong Han Yang, and it was president of the
Chinese Weightlifting Association, Ma Wenguang, who kindly agreed to send his
2004 Olympic gold medalists Shi Zhiyong and Zhang Guozheng and coach Chen Wen
Bin to the USA for an exhibition IronMind had organized at the 2005 Arnold
Sports Festival, in what was the first time weightlifting was featured on the
main exposition hall stage.
Whether it’s finances or drugs, the rules of the the
business must be followed or sanctions should be expected. It’s also the case that businesses that do
not adapt to meet the demands of the marketplace will go the way of the
dinosaur and the buggy whip.
It’s time for weightlifting to clean up its act and get with
the times: out with the old and in with the new.

