IF, and it’s a big if, a US lady manages to capture gold at the next Olympics, the push from the federation/media will need to be sustained and gold medalists will have to keep pouring out. Gold equals buzz and hyper media attention. Silver and bronze? Yeah, they’re medals but are they gold? No. That’s the mentality the public possesses so one medal alone at Worlds or the Olympics will not increase ticket sales. Sports fall and rise with icons and legends and once people stop winning, the public moves onto the next sport that will produce the next big thing. It wasn’t the medals that led to the downfall of ladies’ figure skating post 2006, it was the lack of marketable stars the public cared enough about. Furthermore, when the US finally had talented ladies with the x-factor, they were ridden with nerves and couldn’t produce the sky high results expected of them. A prime example would be the Caroline, Ashley, Mirai, and Gracie era in which, due to their marketability, ladies’ figure skating underwent a small renaissance. However, post 2016 things began to unravel and fall apart. The US is still searching for its next big set of stars and we’ll hold our breaths as the new generation settles in, clearing away the dust of old.