Own The Podium chief says athletes' cries for change have been heard

Maybe the name "Own The Podium" was a problem.

Canada has posted some of its biggest medal hauls in Olympic Games over the last dozen years, but how the country has gone about owning the podium is now under the microscope.

Established in 2005 after Vancouver and Whistler, B.C., won the bid to host the 2010 Winter Games, Own The Podium's goal was to strategize athletes onto the podium and rank Canada number one among countries in total medals at a home Olympic Games.

That label, and the ceaseless pursuit of medals inherent in its messaging, raised eyebrows in light of Canada's international reputation of polite people who are quick to apologize.

One of OTP's previous chief executive officers, Alex Baumann, said the name was aspirational, but has it landed that way?

"We entered into this conversation that squarely put all the PR pressure directly on the athletes and the outcomes they were able to create," said Russell Reimer, whose agency represents several Olympians.

Canada ranked third in total medals with 26 in 2010 — two more than in 2006 and nine more than in 2002. While it wasn't the stated goal, the host team won the most gold medals with 14 in Vancouver and Whistler.

Twenty-nine medals in 2018 was a Winter Olympics record for Canada and ranked the country third. Twenty-four last year in Tokyo for 11th was the most by Canada at a non-boycotted Summer Olympics.

Through consultation with the national sport organizations, who oversee athletes' competitive lives, OTP makes funding recommendations directing about $70 million of Sport Canada money to NSOs for athletes with medal potential, while also providing technical advice to the NSOs.

All sports receive core funding out of a pot of $150 million.

OTP's funding recommendations, which require federal ministerial approval, is additional, targeted funding to assist athletes onto the world, Olympic and Paralympic podiums.

"Before the targeted excellence funding came into play, the approach was funding was spread a mile wide and an inch deep," OTP CEO Anne Merklinger said. "Our results on the world stage showed the impact of that.

"With the introduction of the targeted excellence funding, Canada has achieved a level of excellence on the global stage that is quite positive."

WATCH | Anne Merklinger on importance of Own The Podium: