#WrestlePontevedra

Promising Sterkenburg twins head to Spain with history on line

By Vinay Siwach

PONTEVEDRA, Spain (October 13) -- For a long time, the Netherlands had been all but wiped out of the wrestling map. Apart from the small bursts in female wrestling, it mainly struggled to get into the top-10 position at international competitions.

But that changed last year.

Twin brothers Marcel STERKENBURG (NED) and Tyrone STERKENBURG (NED) are the rising stars of the nation with hopes of qualifying for the Paris Olympics. But before they know their Olympic fate, the twins are putting the country back on the world map, one step at a time.

The two will become the first wrestlers from the Netherlands to compete at the U23 World Championships in Pontevedra, Spain next week with hopes of winning the first medal as well.

They are no strangers to breaking new barriers. Last year, the two wrestled their way to historic gold and silver medals at the U20 World Championships to end a long wait for the Netherlands.

This year in March, Marcel won the U23 European Championships at 82kg while Tyrone finished third at 97kg. Two weeks later, they debuted at the senior Europeans aged 20 years but failed to win a medal.

Tyrone STERKENBURG (NED)Tyrone STERKENBURG (NED) is a U20 Worlds silver medalist. (Photo: UWW / Kadir Caliskan)

Continuing their progress to become elite-level wrestlers, the U23 Worlds is an important pit stop for the two.

"I did gain enough power and weight for 87kg," Marcel said. "I’ve been feeling good this last month and the most important part of this U23 Worlds is proving that I can wrestle just as good as I was in 82kg."

After winning the U23 Euros, Marcel realized that the 2024 Paris Olympics are just around the corner and qualifying for the Games is an important step to keep his career going. For that, he moved to the Olympic weight class of 87kg.

"My focus after that was to gain weight," Sterkenburg said. "I am going to go to 87kg and in the Netherlands, my brother is the only training partner but he is 97kg so it is difficult to train with a bigger guy. So now I will be a better training partner for my brother as well."

The two were on the course when an unexpected problem arose. Marcel got a throat infection, making it difficult for him to breath while wrestling due to swollen tonsils. It got worse in Poland when he wrestled at the Wladyslaw Pytlasinski Cup in June.

"I passed out during my bout before getting a surgery done there," he said. "I will get the tonsils removed after the World Championships."

The training was halted and it only resumed in September when Marcel felt better. For the major part of their career, the two have been the only training partners for each other as the Netherlands lacked the 'quality' to make international wrestlers. But with wins at the U20 Worlds and U23 Euros, the Olympic committee in the Netherlands invested in the brothers.

"Since our medals for two years, we get budgets from NOC so we can travel and improve our wrestling," he explains.

The two, along with their coach Edward GICEWICZ, travel around Europe to get the best training. Over the years, they have found a great circle in Denmark, Norway and Sweden, training with European champion and world silver medalist Turpan BISULTANOV (DEN).

The training stints become important since different training partners bring in vast level of skills to challenge the wrestlers.

"On a technical base, I can improve a lot like my stance as it is a little bit rushed," Marcel said. "I fall at the beginning of the bout so small things."

The training trips to different countries come as a huge relief to them as they recalled the early days in the sport when it was impossible to get any partners.

"Before wrestling, we were training in boxing and judo," he said. "But everyone told us that we should try wrestling and begin naturally competitive, so we decide to train. Then my Poland coach came to the Netherlands and he coached only Greco-Roman so we decided to do.

"It was scraping with very little," he said. "We were asking for budgets from friends or foundations and our coach helped us. Sometimes we slept on the mats or at the cheapest possible option because the money to fund trips was difficult."

The medals at the Wladyslaw Pytlasinski Cup in Poland in 2020 and a bronze at the U20 European Championships a year later not only brought funding, the U20 Worlds medals helped them being noticed in the Netherlands.

The two brothers were all over the newspaper, invited to TV and radio shows and even to charity events. They were the new hope of Netherlands wrestling.

While training takes up most of the time, the twins liked the new side of their life. They enjoyed it. But quickly returned to training.

"I am studying commercial economics which also takes my time," Marcel said. "Apart from training I like going to cinemas and drawing. Both of us go to Thailand every year since my mother is from there."

Even during their off time, the Sterkenburg twins train on the beach in wrestling and visit the MMA gyms every day for training.

But before they leave for Thailand for another homely trip, the two want to bring more attention to the Netherlands with a medal at the U23 Worlds next week and embark on their Olympic journey.

"We’re both going for the gold medal, to make things even better than last year when Tyrone got silver," Marcel said.

#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

By United World Wrestling Press

COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.