ABSTRACT
In Chapter 7, we consider key transformations being prompted by Olympic inclusion, focusing particularly on the action sports industry, media, and athletes, and new career pathways for coaches, agents, and other key agents. Olympic inclusion promises to offer more opportunities for businesses, athletes, and others pursuing careers in these sports (i.e., coaches, agents, journalists, event organisers, commentators), but such changes also prompt new tensions and debates within the action sports industry. As international sports organisations such as the IOC seek to incorporate more action sports under their own structures for the primary purposes of audience building and wooing corporate sponsors, the axes of power are shifting within the action sports landscape.
