It’s no secret that World Athletics president Seb Coe has ambitions to take over the International Olympic Committee (IOC) president position in the organization’s 2025 election. He looks to succeed Thomas Bach, who has served as president of the IOC for 12 years. Coe’s presidential manifesto pledges a clean and fair Olympics, and potentially the addition of some traditional summer and fall sports to the Winter program—including cross country.
During Coe’s year-end meeting with the media, he alluded to the need for the Winter Olympics to become “more accessible and open to new ideas.” The highest participation for the Winter Games was 93 countries at the 2018 Games in PyeongChang, South Korea, whereas the Paris 2024 Summer Games saw athletes from over 200 nations.
To expand the global audience, Coe believes the addition of fall or indoor sports into the Winter program could attract athletes and viewers from regions of the world that might not have snow. Cross country (running) and cyclo-cross (cycling) are at the forefront of this push, offering the opportunity to expand the Winter Games without straying too far from its profile or mission.
Cross country has faltered on the World Athletics calendar since the pandemic. The 2023 championships held in Bathurst, Australia, were too late in the season (February, two months after the cross-country season), which made it a lengthy commitment of time and travel for any athlete. The 2024 meet, originally scheduled for Croatia on Feb. 10-11, was reassigned to Serbia on March 30 when it emerged that Croatia was not ready to host. Although Serbia did all it could on six months’ notice, the event was heavily criticized for its course, spectator-friendly experience, and timing, as it was held (again) well after the cross-country season.
Coe has made it clear, on multiple occasions, that he believes there is a place for cross country in the professional running calendar, but there needs to be a way to make it more attractive to fans. “I’m a great adherent of cross country, and I think it’s a really important part of the endurance paradigm,” said Coe. “But it needs help… it needs space.”
The program for the 2026 Winter Olympics in Milan-Cortina D’Ampezzo, Italy is already set, but Coe is targeting the inclusion of the two sports by the 2030 and 2034 Olympics, which were awarded to the French Alps and Salt Lake City earlier this year.
If Coe is elected as the next president of the IOC in March 2025, he will vacate his current position as the head of World Athletics. The 68-year-old has served as World Athletics president since 2015 and was re-elected to a third (and final) four-year term in 2023. Coe was a two-time Olympic gold medalist during his own career and delivered the immensely popular London Olympics as chairman of the local organizing committee.
