First of all, I'll comment on cost. I think the cost of participation in any amateur sport can be quite prohibitive. My daughter registered in soccer recently. She participates in hockey as well as figure skating, so I'm getting a good sense of the cost of participating in a variety of sports at a very early stage. Even though skating can be expensive, it's not the only sport that has that issue. I think one of the things that a lot of sports are dealing with is how to keep that cost low, because ultimately that's what forces skaters or other individuals playing other sports out of the sport earlier. They don't get the chance to experience a skill development that allows them to participate for life.
One of the things that was talked about a little bit today was the whole concept of long-term athlete development to long-term player development, depending on how the sport defines it.
For us, our long-term athlete development is actually very much centred on philosophies that are designed to help combat the cost. There's a lot of, I'll call it “tradition“ for lack of a better word, around how we feel sport should be for our young people. Unfortunately what we do is we say we have elite athletes here who have done this kind of training, have skated this many hours, have had this much invested in their training, so let's make the 8-year-olds do it. That's not right. We need to try to get our coaches, our communities—and when I say communities I mean our clubs, our volunteers—to understand that they need to view athlete development very distinctly between the various stages that makes the athlete development age and stage appropriate.
In the case of skating, for example, at a low level don't have your skaters travel long distances to skating events. Make sure they're competing locally, competing in your club, competing in your region to keep those costs down. To be honest, even at the very initial stage we're starting to remove competition because of the fact that it can be discouraging for athletes when they're at a very young age. The cost of that can somehow be prohibitive as well. The intent is to give them the chance to develop their skills first, develop confidence, and then introduce the competition components.
Those are some of the things that we're doing in a philosophical way surrounding our long-term athlete development to combat some of the issues of cost.