Mr. Martin

There was a time when the sport of curling was the laughing stock of amateur sport. The sport's stars were often recognized more for their beer guts than their talents, and the sport largely catered to an aging demographic. Oh how times have changed.

Today, high performance curlers follow a regimented training program while the sport itself is going through a resurgence. Turn on the television lately. It is impossible to go through a week without seeing some sort of curling competition featured on TSN or some local broadcaster. There are made for t.v events of all varieties Skins Games, Men vs Women Contests, North America vs the World Challenges and of course there remains the sports staples, the Brier and Scott Tournament of Hearts.

Then there are the athletes themselves who understand marketing and in turn brands want to be affiliated with the athletes. For an example of this phenomenon look no further than Mr. Martin and his team. For many events Martin and his team arrive a day early and make the media rounds or put on a clinic for juniors, all the aim of promoting their sponsors. No wonder then that Mr. Martin and his group are sponsored by the likes of H & R Block and Uncle Ben's.

Meanwhile, in many other amateur sports - the athletes themselves remain committed to the training but the sports themselves are dying. Swimming, Diving, Wrestling, Athletics and countless others are afterthoughts for television networks and athletes do little to secure advertising dollars. For an example of this look at Rowing Canada. In two short weeks Rowing Canada officials will descend on Canada's most populous city for four days, but Heatstroke doubts very seriously that anyone will take the time to travel to a local club to teach a group of high school athletes.

Still wondering why curling is prospering.