Keeping curling cool goal for sport's chief in US after gold

Curling, among the “nichiest” of niche sports in the United States, took its place in the national spotlight after the American men won the gold meda l at the Pyeongchang Olympics in 2018.

USA Curling chief executive Jeff Plush was hired two years ago to build off the momentum and develop a program that will move the sport closer to the forefront and make appearances on the medal stand an expectation rather than a pleasant surprise.

The John Shuster-skipped team that upset Sweden in 2018 will be in Beijing next month to play for another gold. Joining him are returnees Matt Hamilton and John Landsteiner and newcomer Chris Plys.

The women's skip is Tabitha Peterson, who plays with Nina Roth, Becca Hamilton and Tara Peterson. The U.S. women are looking for their first medal since the sport was added to the Olympic program in 1998. Plys and Vicky Persinger will compete in mixed doubles.

Prior to joining USA Curling, the 55-year-old Plush was an executive in professional soccer and a sports agent.

He oversaw the 2021 move of USA Curling's longtime headquarters in Stevens Point, Wisconsin, to Eagan, Minnesota, where world-class curlers have access to up-to-date facilities on a campus shared with the Minnesota Vikings.

Plush is working to increase funding and land new sponsorships while also tending to the sport at the grassroots level — there are 25,000 curlers among 197 clubs — and encouraging efforts to diversify curling.

Plush sat down with The Associated Press for a 45-minute interview (remarks have been edited for clarity and length).

AP: Did you know much about curling when you when you were hired?

PLUSH: Very, very little — probably as much as the average fan who watches every four years. You learn pretty quick how kind of endlessly complex it is. These players at...