MARIYA KUTMANOVA
“Sport is about mindset and spirit over everything else"
Meet Mariya Kutmanova, a passionate believer in the transformative power of sport to enrich lives and strengthen communities. A seasoned brand builder and global marketer with a zest for creativity and innovation, she leads global behavioural change initiatives and innovation pilots at the International Olympic Committee (IOC), helping grow Olympic fandom and strengthen the Olympic brand’s impact worldwide.
“My journey in sport, in the broadest sense of the word, began as a highly energetic little girl who lived on a boys-only street and, from a young age, played alongside and competed with the boys.”
“My uncle, who was a professional gymnast, travelled the world and could walk on his hands — as a little girl, I found that fascinating. He almost made it to the Olympics but was forced to retire early due to injury. Still, he never lost his love for sport or his fighting spirit. He taught me that hard work is non-negotiable and that discipline brings freedom.
My grandmother, who was an amateur athlete, told me to never give up, to believe in myself, to see ‘failures’ as lessons, and, most importantly, to take things lightly — to laugh and enjoy the journey.
AN INSPIRING SPORTING MOMENT
When Bulgarian gymnast and my uncle’s friend, Yordan Yovchev, competed at the London 2012 Olympics at the age of 39, he defied norms and perceptions of age and physical ability. He showed that sport is about spirit above all, that with the right attitude, commitment, and determination, we are capable of more than we’re made to believe. We can redefine what is possible.”
TECHNOLOGY IN SPORT
“Technology has a huge potential to open new opportunities for broadening access and 'democratising' participation in sport. From ability to access training programs and advice from to athletes, coaches and nutritionists to platform for showcasing individual skills to innovative AI-enabled talent identification /scouting tools that can be used by schools, teachers and parents.
The opportunities are immense for sporting organisations, athletes and fans alike.”
“One of the most successful and impactful digital campaigns by the IOC is Let’s Move, aimed at inspiring people across generations, walks of life, and fitness levels to embrace the joy of movement as part of everyday life.
Fronted by Olympic athletes and developed in partnership with grassroots organisations, the campaign leverages social media and digital technology to inspire and enable sustained behavioural change — engaging fans as participants and co-creators, not just as passive audiences.”
EXCITING TRENDS IN SPORT
“There is a rising trend of sport and exercise intersecting with entertainment and lifestyle. From run-cations, to party-like spinning classes, to fitness festivals — being active, fit, and healthy is becoming the new ‘cool.’ Athletes are becoming culture icons. It’s really encouraging and inspiring to see the young generation redefining their relationship with sport, fitness, and health.”
THE POWER OF SPORT
“Sport is a tool for character development & social cohesion. It teaches us how to be better versions of ourselves, it makes us healthier and stronger physically and mentally, it brings us together and connects us through universally human experiences.
In this turbulent and divided world, sport can restore our faith in human potential and remind us that we are all united in our humanity, more alike than we are different.”
“A lesson I learned from British novice rower Debra Searle, who rowed solo across the Atlantic against all odds after her then-husband — a top club-level oarsman — quit and left the boat, was this:
Choose your attitude.
Even when everything else is out of your control, the one thing you can always control is how you look at things — how you perceive your circumstances and how you respond to what happens to you.
An attitude of can or an attitude of can’t, seeing the glass half full or half empty, viewing something as an obstacle or an opportunity, a failure or a stepping stone to success — it makes all the difference.
Perception is reality.”
