Just over 40 years after Brian Orser earned his first Olympic medal at Sarajevo 1984, Share Of Voice AI connected with the figure skating legend. Brian Orser, OC OLY, has been a pivotal force in the world of figure skating for decades. A two-time Olympic silver medallist (1984 Sarajevo, 1988 Calgary), 1987 World Champion, and eight-time Canadian national champion, EMMY award winner, Orser’s influence extends far beyond his competitive achievements.
As a coach, he has guided some of the greatest skaters in the sport’s history, including Yuna Kim, Yuzuru Hanyu, Jason Brown, Gabrielle Daleman, Christina Gao, Adam Rippon, and Javier Fernandez, shaping a legacy that transcends generations. Recently, Orser shared insights into his extraordinary journey, his coaching philosophy, and how technology is transforming the sport.
Reflecting on his career at the Toronto Cricket, Skating and Curling Club, Orser shared how rewarding it is to see skaters progress through his programme. “I’ve been at the Cricket Club long enough now to see kids come through our Learn to Skate system and eventually win medals at Junior Worlds or make the national team,” he said.
For Orser, coaching comes with unique challenges, especially with young talent. “Some kids join us at 10, 11, or 12, which brings its own pressures. Even with someone as talented as Yuna Kim, it can feel daunting. You think, ‘If I mess this up, it’s on me.’ Talent like that comes with high expectations.” But Orser also draws on personal experiences to guide his coaching. As a young skater, he was one of the few boys in his club, which led to bullying. “It wasn’t easy,” he shared, “but my love for skating kept me going.” That resilience is now a cornerstone of his coaching philosophy.
Orser emphasises the importance of kindness, respect, and resilience in coaching. “Yuzuru Hanyu, for example, is one of the kindest athletes I’ve met—always engaging with others, no matter their level. We focus on discipline and the ability to face failure because those lessons go far beyond the ice,” he said. Today, Orser oversees a school with 250 skaters and 20 coaches. His competitive programme includes 40-50 skaters, and he works closely with about 10. “We’re building skills and confidence that prepare skaters for success, whether on the podium or in life,” he explained.
When asked about innovation in figure skating, Orser reflected on early work in motion analysis, recalling a 1983 project where he wore markers on his body to create stick-figure images for analysis. He later collaborated with US Figure Skating on advanced systems that used strobes, lighting, and scenario simulations to optimise movements, such as pulling tighter or adjusting leg positions to improve rotation and technique. These analyses provided actionable insights for athletes like Adam Rippon.
Yuzuru Hanyu in PyeongChang 2018
Orser is also familiar with tools like Dartfish and, in a follow-up email when asked about Meshcapade, he noted that the work seems similar and that he looks forward to seeing how that technology evolves.
As part of the artist progamme by Meshcapade, Alex Huot from Share Of Voice AI obtained early access to their upcoming release and analysed Yuzuru Hanyu spectacular jump using their technology which looks at the parametric space of real humans to create a real human body. The AI is used to estimate the most plausible looking movement or body shape details where the input image or video does not give us that information. The results are amazing.
A View of Mocapade3.0 by Meshcapade though Blender
Orser’s approach to skating is deeply rooted in his upbringing as the youngest of five children. “My family taught me gratitude and humility,” he shared. “We didn’t have extravagant vacations, but we had a blast camping and spending time together.”
Whether as a competitor overcoming adversity, a coach building confidence in young skaters, or an innovator embracing the future of motion analysis, Brian Orser remains a testament to figure skating’s enduring power to inspire and evolve.
Figure skating is one of the few Olympic sports with a significantly larger female audience than male. Share Of Voice AI used Audiense insight tools to take a deep dive into the sport’s fan demographics. Unlike most Olympic sports, figure skating’s audience is predominantly female. An analysis of the International Skating Union’s (ISU) 390,000 Instagram followers reveals a younger demographic, with approximately 86% female and 14% male followers.
Figure skating continues to resonate with a broad and diverse audience worldwide. Recent analysis of 18.4 million people aged 18 to 65 engaging with figure skating content reveals a dynamic fan base. The data highlights the audience's unique personality traits, with mindsets such as "The Scientist," "The Cinephile," and "The Classic Music Listener" standing out. Fans also display interests in public transport advocacy and active mobility, suggesting a strong connection to sustainability and cultural appreciation. This blend of intellectual curiosity and passion for the arts underscores figure skating's ability to inspire and connect with audiences across generations.
