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Hispanic Business TV > Salt Lake City > How Youth Sports Programs Are Building America’s Next Olympic Luge Athletes
Salt Lake City

How Youth Sports Programs Are Building America’s Next Olympic Luge Athletes

HBTV
Last updated: December 31, 2025 10:47 pm
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Contents
Key TakeawaysFrom After-School Programs to Olympic TracksUSA Luge’s National Recruitment PipelineTwo Athletes, One 2034 GoalAre you a brand looking to tap into the world’s most passionate fanbase… youth sports?About Play Up PartnersWhy Sponsor Youth Sports?What Does Play Up Partners Do?Our ApproachOur Vision

Key Takeaways

  • USA Luge’s slider searches recruit from 500+ kids annually, with fewer than 10 ultimately making the national team
  • The Youth Sports Alliance after-school program, launched after the 2002 Salt Lake City Olympics, has produced multiple Olympic athletes
  • 15-year-old Sinatra Robles made the junior national team on his first try, within a year of starting luge at age 9
  • 26-year-old Ashley Farquharson, a 2022 Olympian, started through a YSA after-school program at age 11
  • With the 2034 Winter Olympics returning to Utah, both athletes represent different stages of the same development pipeline

From After-School Programs to Olympic Tracks

Two American luge athletes are making headlines this winter, and their stories trace back to the same origin: youth sports programs designed to introduce kids to winter sports.

Ashley Farquharson, 26, is currently one of the top picks to represent the U.S. at the 2026 Winter Olympics in Italy. Her path to elite competition started at age 11 through a Youth Sports Alliance after-school program in Park City, Utah.

“They just took us up to the track every week for a month or so, and gave us some elbow pads and sent us down the hill,” Farquharson said.

The YSA program launched after Salt Lake City hosted the 2002 Olympics, with the goal of increasing youth participation in winter sports and extending the Games’ legacy. Farquharson was among the first YSA participants to reach the Olympics, competing in Beijing in 2022 alongside fellow Park City natives Casey Dawson (speedskating) and Jared Shumate (alpine skiing).

USA Luge’s National Recruitment Pipeline

While Farquharson came through a local after-school program, 15-year-old Sinatra Robles from Castleton, Vermont followed a different but equally structured path.

USA Luge sponsors slider search events across the country each summer to identify and recruit new talent. According to Robles’ mother, Sarah Robles, approximately 500 kids participate in these searches annually. Around 50 are invited to USA Luge camps, and fewer than 10 ultimately earn spots on the national team.

Robles made the cut on his first attempt, joining the team shortly after his 10th birthday. He now trains at facilities in Lake Placid, New York and Park City, Utah.

“He is a very calm person. Half the challenge on the sled is staying calm even when you’re driving 72 mph down a track. So, his personality fits,” his mother said.

Two Athletes, One 2034 Goal

Both athletes have their sights set on the 2034 Winter Olympics, which will return to Utah.

Farquharson, who would be 34 at the time, hasn’t ruled out competing on home ice. “It would just be so awesome, such a cool, full circle moment to get to compete here where I started,” she said. Luge athletes often remain competitive into their 30s due to the experience-based nature of the sport.

For Robles, 2034 represents his primary Olympic target. He’ll travel to Germany next week for training before competing in Continental Cup races in Latvia, his first international competition with the U.S. youth national team.

The success of programs like Youth Sports Alliance and USA Luge’s slider searches demonstrates a functioning pipeline from grassroots introduction to elite competition. With the 2034 Games returning to Salt Lake City, these development programs will likely see increased attention and investment as federations work to build homegrown talent for a home Olympics.

via: KPCW | NBC

photo: Pavel Golovkin


YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.


About Youth Sports Business Report

Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.

Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.

Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:

  • Sports sponsorship and institutional capital (Private Equity, Venture Capital)
  • Youth Sports events and tournament management
  • NIL (Name, Image, Likeness) developments and compliance
  • Youth sports coaching and sports recruitment strategies
  • Sports technology and data analytics innovation
  • Youth sports facilities development and management
  • Sports content creation and digital media monetization

Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.

Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.

Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.

Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry 

Follow us on LinkedIn

Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn



Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?

Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.

About Play Up Partners

Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.

Why Sponsor Youth Sports?

Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.

What Does Play Up Partners Do?

We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.

Our Approach

Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:

  • Deliver measurable ROI for brand partners
  • Create meaningful experiences for athletes and families
  • Elevate the youth sports ecosystem

Our Vision

We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.


Common Questions About Youth Sports Marketing

Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost?

We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.

Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.



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