Innovation on Ice: The ISU’s Transformative Path to 2030

The International Skating Union (ISU), the world’s governing body for figure skating, synchronised skating, speed skating, and short track speed skating, is undergoing a transformational shift to align its sports with the demands of modern audiences while fostering deeper engagement with athletes and fans. This is underpinned by ISU President Jae Youl Kim’s ‘Vision 2030’ strategic roadmap, which highlights growth, opportunity, innovation, safeguarding, and unity as its key pillars. 

ISU Director General Colin Smith spoke to iSportConnect about how the organisation is evolving and innovating to deliver on this new future for global skating.

Since the election of President Kim two years ago (read here), the ISU has been actively restructuring its governance to position itself as a more agile and future-ready organisation. Colin Smith, who joined in late 2023 (read here), has played a pivotal role in assembling a leadership team with expertise from outside the skating world. This approach combines the ISU’s historic foundation—it is the second-oldest international federation—with fresh perspectives to reimagine its sports for a new era.

“We’re going through real transformational change. Our President was elected two years ago with a very clear and ambitious plan, outlined in Vision 2030, aimed at growing and repositioning all our sports. I joined the organization at the end of last year, bringing an outside perspective to skating, and have spent the past nine months restructuring the organization to progressively implement the various facets of this bold new vision”.

Reimagining Competitions to Attract Global Audiences

Central to the ISU’s strategy is the modernisation of its competition formats. 

“We want to revamp the presentation of how our events are delivered. Our approach is to create entertaining shows that highlight performances on the ice in a much more engaging, fun and dynamic way. Vibrant new branding, venue dressing, music, lights effects, TV graphics, infotainment and compelling storytelling content are some of the methods which we will consistently apply across all ice-skating sports but with adaptations to the style and personality of each of them. The ultimate goal is to better connect, absorb and involve our fans in our amazing sports.”

The ISU recently launched the ISU Short Track World Tour, which rebrands and repackages existing World Cup events into a cohesive global series spanning North America, Asia, and Europe.

The tour introduces novel elements to boost commercial appeal and fan engagement, including dynamic team identities like the Japanese Ninjas and Dutch Lions. These changes have created new intellectual property and transformed every race into an Olympic-caliber event, amplifying its appeal for fans and broadcasters.

“Rather than teams racing as their national team, they’ve got new engaging identities. These have provided new hooks for all the teams to engage with and the skaters themselves have got involved. It was about creating a new buzz for the sport and creating new commercial inventory.”

The ISU has also invested in technological enhancements, such as improved video assistant referee (VAR) system for quicker decision-making, and live referee explanations akin to the NFL, adding transparency and excitement for viewers.

In figure skating, efforts are underway to modernise the sport’s traditional image. Enhanced digital signage and LED displays are being introduced at major events like the ISU Grand Prix of Figure Skating Final and ISU World Figure Skating Championships, creating a contemporary aesthetic while showcasing the artistry and technical precision of the sport.

Fan-Centric Innovation and Engagement

The ISU has overhauled its online presence, launching Home of Skating, a dedicated fan-focused website (isu-skating.com) alongside its institutional platform (ISU.ORG). This dual approach ensures fans can access dynamic, multimedia content while the ISU has a dedicated channel for its broader stakeholder communication.

The ISU will also empower skaters by giving them direct access to and sharing their competition clips and images, enabling them to grow their personal brands and connect with fans through more authentic content.

Recognising that each skating discipline resonates with distinct demographics and geographical markets, the ISU is refining its fan engagement strategies to better connect with audiences worldwide. With China and South Korea identified as key markets, the ISU is building on its strong presence on Weibo in China by expanding its digital footprint. Recent initiatives include launching accounts on Naver (South Korea), as well as Red and Douyin (China), to further enhance its reach and engagement in these regions. The ISU is also  is introducing digital innovations to engage younger figure skating fans while retaining its core older, predominantly female audience. For speed skating, efforts are focused on preserving the sport’s rich tradition while integrating new formats like mass-start races to keep fans engaged, and short track events now feature DJs, light shows, and immersive atmospheres, increasing appeal for younger audiences.

“We take a different approach to each discipline which, from a commercial point of view, allows us to have much greater segmentation and that’s one of the key focuses of our new commercial strategy”.

The ISU’s commercial strategy has also undergone significant changes, particularly in its approach to sponsorship. The ISU Short Track World Tour, for example, which kicked off at the end of October for season 2024/25, is positioned as a prime property and unique opportunity for a title sponsor to grow, from the ground up, together with the ISU. 

“We’re looking for a dynamic brand to come in and work with us and really just explode this tour and maximise exposure in the run-up to the Olympics”.

Athlete Safeguarding and Grassroots Growth

The sport has been grappling with the issue of athlete safeguarding for some time, and as such this is a cornerstone of Vision 2030. The ISU has enhanced its reporting mechanisms to provide a safe environment for skaters, ensuring issues are addressed transparently and promptly. This commitment extends to supporting athletes’ professional and personal development, fostering a culture of trust and collaboration.

“Athletes are the focal point of all sports, and at the ISU, their welfare and well-being is our primary concern. Safeguarding is a key pillar of our ISU Vision 2030, and we are committed to strengthening measures across all ice-skating sports to better protect and promote skaters’ physical and mental well-being. To shine a light on this critical issue, we hosted Gracie Gold, a two-time U.S. champion and Olympic bronze medalist in Figure Skating, who dealt severe mental health struggles at the time she competed as an elite figure skater. A poignant story she shared during the latest ISU Congress in June this year. Together, we are committed in doing everything possible to ensure our sports remain safe, clean, fair, and sustainable.”

At the grassroots level, the ISU is working with member federations to roll out new programs aimed at getting more young people onto the ice, whether for recreational skating or competitive development. However, access to ice time remains a significant challenge, highlighting the need for greater infrastructure investment to unlock the sport’s full potential.

Innovating with Technology

The ISU is embracing cutting-edge technologies to enhance its sports’ appeal. Projects include leveraging AI and computer vision for judging in figure skating, particularly for technical elements like jumps. This technology could revolutionise the sport’s scoring system, ensuring greater accuracy and objectivity.

Additionally, the ISU is exploring innovative data applications, such as tracking heart rates and acceleration during races to create richer storytelling for fans and new commercial opportunities. Efforts to develop lightweight, accessible streaming solutions for grassroots and junior events are also in the pipeline, promising to expand skating’s reach globally.

A Bright Future on the Ice

The coming months promise to be action-packed for the ISU and skating enthusiasts, with the Short Track World Tour in full swing, the Grand Prix of Figure Skating Final set for early December in Grenoble, and the World Figure Skating Championships scheduled for March 2025 in Boston.

Preparations for the Winter Olympics Milan-Cortina 2026 are also well underway, with Short Track set to serve as the first fully-fledged test event for the Games in February 2025. The ISU is able to leverage its position as an indoor winter sport to offer a stable, weather-independent option for broadcasters, further boosting its commercial appeal.

Under the guidance of Vision 2030, the ISU is repositioning itself as a forward-thinking, fan- and athlete-centric organisation. From modernising competitions and fostering grassroots growth to embracing cutting-edge technology and enhancing athlete welfare, the ISU is skating boldly into the future.