UIPM President Rob Stull on Innovation, Inclusion & the Road to LA28

In an era where sports must constantly evolve to capture new audiences and stay relevant, Modern Pentathlon is undergoing a transformation like never before. With the introduction of Obstacle racing replacing horse riding, the sport is entering an exciting new chapter—one that promises to engage a younger, more diverse audience while staying true to its rich Olympic heritage.

In this exclusive interview, iSportConnect’s Taruka Srivastav speaks with Rob Stull, President of the Union Internationale de Pentathlon Moderne (UIPM), about the sport’s modernization efforts, its strategies for global growth, and the vision leading up to Los Angeles 2028. Stull, an Olympian himself, shares insights into how Modern Pentathlon is adapting to the evolving sports ecosystem, leveraging digital engagement, and securing sponsorships to ensure long-term sustainability.

From the rise of Obstacle racing as a game-changer to its potential for expanding the sport’s reach worldwide, this conversation offers a deep dive into the future of Modern Pentathlon under Stull’s leadership.

What is your long-term vision for Modern Pentathlon, and how do you plan to ensure its growth globally?

Priority number one is Obstacle accessibility in every one of our national federations across the world during my term. We are already more than halfway there, perhaps two-thirds of the way. So I have no doubt we will meet that goal. Also we will have 72 athletes at the LA28 Olympic Games and those are the Olympians, but there are many thousands of other athletes who have the ability to take the Olympic journey. Every day I feel grateful that I had the opportunity to experience the Olympic dream, so I want to be able to fund those dreams by providing additional support to national federations, creating a commercial model that is sustainable.

How is Modern Pentathlon adapting to changes in the global sports ecosystem to stay relevant and attract new audiences?

Simply put, the inclusion of Obstacle opens up endless opportunities for our sport. The global popularity of Obstacle TV shows and a wide range of Obstacle competitions introduce our sport to a new generation of young people, leading to increased engagement with broadcasters and international sponsors. We’re already seeing a new, younger audience engaging with our content across our digital channels and we’re only just getting started!

What steps are being taken to make Modern Pentathlon more appealing to younger audiences and casual sports fans?

All sports, not just Pentathlon, continue to face this dilemma. In order to attract the youth of today, we have to innovate and be relevant to them. This is why I’m so excited by Obstacle and its ability to engage more young people in more places around the world. It really is a game-changing opportunity for our sport. Youngsters who enjoy obstacle courses in parks and playgrounds can now dream of competing at future UIPM global competitions and even the Olympic Games. And it’s not just Obstacle – we continue to evolve the other Modern Pentathlon disciplines and this year, a new elimination format in Fencing will add further intrigue as we build towards the ever-dramatic Laser Run climax.

Have you explored partnerships with major streaming platforms or broadcasters to increase the sport’s visibility?

We’re carefully evaluating all options to secure agreements that best serve the global Obstacle community and the future of our sport. We’re already working closely with existing partners and seeing significant interest in our new-look format from various commercial sectors. We know that Obstacle’s dynamic, fast-paced and spectator-friendly features enhance Modern Pentathlon’s appeal to younger demographics and new markets, offering sponsors an opportunity to align with a sport embracing progress, inclusivity and global growth.

What role does social media play in promoting the sport, and how do you measure the effectiveness of these campaigns?

The introduction of Obstacle has immediately drawn a new audience to our social media channels. Industry research reveals a key trend among young people: 70% of those aged 13–37 prefer consuming short highlight reels on social media to watching live sports. This makes the concept of 30-second highlight clips of head-to-head obstacle sprint races particularly compelling. By engaging Gen Z, we offer potential sponsors exposure to hundreds of millions of users across social media platforms.

What strategies are you employing to attract sponsorships and partnerships with major brands?

Obstacle offers sponsors significant opportunities throughout the 2028 cycle, including new competitions, emerging talent, and a rebranded Olympic multisport. Post-LA28, we’ll have an even stronger portfolio for new partnerships. Brands can align with this dynamic, fast-growing sport, appealing to youth culture and fitness enthusiasts. We’ll offer tailored sponsorship packages highlighting commitment to youth development, inclusivity and innovation, enabling partners to engage a fresh audience through events, digital content and grassroots initiatives.

Moreover, with over three million U.S. participants in Obstacle disciplines nationwide, we’re confident in approaching both our National Olympic Committee and potential sponsors with a convincing, innovative offering.

What innovative changes have been implemented in the Modern Pentathlon to enhance spectator and participant experiences?

Obstacle will undoubtedly be a game-changer for both the fan and athlete experience, not only in domestic and international competitions but also when the whole world is watching at the Olympic Games. However, this does not mean we had to wait until 2028 to deliver something new. In Paris, spectators witnessed the culmination of three decades of continuous evolution: a Modern Pentathlon where all five disciplines were showcased within a single venue in 90 minutes. It was a very special moment for the multisport created by Baron Pierre de Coubertin, in his home city. And we will do everything to deliver an event that raises the bar again in Los Angeles. 

How are you ensuring diversity and inclusion within Modern Pentathlon at both grassroots and elite levels?

I’m proud to be part of a sport with a strong commitment to diversity. Modern Pentathlon has been fully gender-equal in competition since Sydney 2000, when women’s events were first included in the Olympic program. The UIPM Women’s Commission, established in 2022, addresses remaining inequalities, and we’re seeing encouraging progress in areas like coaching and judging, where male dominance is receding. While further work is needed, the 73rd UIPM Congress voted to increase female representation on the Executive Board to six. 

What has been the biggest challenge in modernizing the sport, and how are you addressing it?

Modern Pentathlon’s constant evolution has brought both opportunities and challenges. From the introduction of laser pistols at the inaugural Youth Olympic Games in Singapore in 2010 to the creation of the highly successful 90-minute format – which saw thousands of spectators fill the stands in Versailles during the Paris Games – we have embraced change, even when navigating implementation complexities.

However, the replacement of Riding with Obstacle racing in October 2023 was undoubtedly the most significant challenge the sport has faced. Now the decision has been addressed, we’re in a very exciting time, a new era. Our next challenge will be securing a venue in Los Angeles with enough seats – because we’ll fill out whatever we’re given!

With the introduction of obstacle racing replacing horse riding in 2024, how has the transition been received by athletes, stakeholders, and fans?

At first, the change from Riding to Obstacle was very difficult for so many in the community, including myself, having grown up with horses on a family farm. But eventually, there was understanding that change was essential for our sport’s survival. I know some of the 72 Paris Olympians may have considered retiring after the historic summer in Versailles. However, post-competition interviews with over half of the athletes revealed that the majority wanted to take on the challenge and continue. This high retention rate is a welcome boost, which is already cultivating a new generation of heroes who have been competing in the new format with Obstacle at world level for the past two years.

How do you see Modern Pentathlon competing with other Olympic sports for attention and resources in the years ahead?

Competition for attention in the world of sport is fierce, and engaging young people is critical for survival. After closing an incredible chapter with Riding in Paris, we can now fully focus on engaging with the millions of fans that make up the youthful, urban and diverse Obstacle community and welcome this new global audience to our sport.