Thank you for the question, Mr. Armstrong, because it's something we're very, very proud of.
The progression in the effort to prepare athletes and coaches for the experience they have at the games has been tremendous. Going back to soon after Athens, the Canadian Olympic Committee, at the time under Carol's leadership, took a great effort to understand what had transpired in the Athens games and with the strategy toward starting to improve the process around the journey for the athlete and coach in preparation for the Olympic experience, which, as defined by the athlete and coach community, was so very different from any other experience they'd had prior to it--multi-sport games, the distraction, as Marcel mentioned earlier, of family, of media, and all the many things that represents.
You wouldn't need to go back too far to see some of those changes. And again we're very proud of what Carol Assalian and her team deliver at the games, all the work they do in advance. It was mentioned earlier that our first trip in preparation for London happened in May 2007. That's a standard operating procedure for us now. Our teams are already making trips to Rio and certainly have been for some time making trips to Russia in preparation for those games.
The work the committee does directly with the families and directly with the athletes: there's a whole series of seminars that take place over a number of years leading up to the games to prepare the athletes and start those conversations and answer those questions for them--media training, the work that goes into preparing their families' understanding of what they'll experience. So it's a very strong point of difference for the Canadian Olympic Committee today. It's world-leading, I would tell you, something we're very proud of and expect to continue to grow as we go forward.