OLYMPIC OBSERVERS | Student perspectives on the business, politics and culture of the 2026 Milano Cortina Winter Games.
Canada had won only 27 gold medals across 20 Winter Olympics since 1924, but it shattered the Olympic gold medal record at the Vancouver 2010 Games. Sidney Crosby’s golden goal sealed the achievement and was seen as proof that the system worked. But what system are we referring to? This “system” is one of Canada’s most influential high-performance athlete development and funding programs, called Own the Podium. But at what cost was this system built?
The Vancouver 2010 Olympics cemented the logic behind Own the Podium. Launched in 2005 to close the medal gap between Canada and the leading Olympic nations, the mandate is simple: invest where medals are most likely.
Own The Podium is primarily funded by federal investments through Sport Canada. It operates independently and provides evidence-based recommendations on funding priorities, using historical performances, current world rankings and athlete development indicators.
For the current winter cycle leading into the Milano Cortina 2026 Olympic Winter Games, approximately $27.8 million is being invested in priority sports such as freestyle skiing, snowboarding, ski cross, curling, women’s hockey, and figure skating, all of which have demonstrated consistent podium potential for Canada.
Since Own The Podium was launched for the 2010 Vancouver Games, Team Canada has won 106 medals, including 39 golds. Despite this success, growing tension has emerged. Critics argue that its medal-first mandate narrows the definition of success and increases pressure on athletes.
Sport scholars from the University of Toronto wrote to Canada’s federal Sport Minister: “We believe that the ultimate measure for the success of the Canadian sports system should not be medals, but the health and well-being of athletes, and the quality and quantity of the opportunities we provide Canadians in sports, both at the highest levels and at the grassroots.”
“There continues to be the extraordinary support for the pursuit of excellence,” said Bruce Kidd. Kidd, a sports scholar and professor emeritus of the University of Toronto, who had a notable athletic career as a middle-distance runner representing Canada at both Olympic and Commonwealth games in the 1960’s. He also won several national titles before being inducted into the Canadian Olympic Hall of Fame and Sports Hall of Fame.
Mental health and injuries are often overlooked when the focus is primarily on medal potential. This high-pressure system places enormous psychological demands not only on elite athletes but also on emerging talent striving to reach the top. When success is measured primarily by medals, athletes can be valued more for their podium potential than for their overall development and well-being.
Own The Podium has acknowledged these tensions, expanding its mandate to include mental health initiatives, wellness planning and reform of sport culture.
As Canadian athletes compete at Milano–Cortina 2026, the question is no longer whether the initiative works, past medal counts suggest it, but whether a system built to win gold can evolve to balance better performance, athlete well-being, and the long-term health of Canadian sports.
This article is part of a collaborative series produced by students in KPER 4110: The Olympics and the Global Sporting Event within the Faculty of Kinesiology and Recreation Management at the University of Manitoba.
Throughout the Winter 2026 term, students are exploring the complex intersection of elite athletics, geopolitical influences and the socio-economic impact of the Olympic movement. By analyzing the Milano Cortina 2026 Games in real-time, this series provides a hands-on opportunity for students to connect classroom learning and the global sporting reality.
Disclaimer: The views and opinions expressed in this article are those of the student author and do not necessarily reflect the official policy or position of the University of Manitoba or the Faculty of Kinesiology and Recreation Management.
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