In this engaging discussion, renowned athlete and council member shares insights into the initiatives aimed at rejuvenating the world of track and field. From his firsthand involvement with the World Athletics Council, he unveils a comprehensive plan crafted to propel the sport forward. By leveraging extensive research and feedback from stakeholders worldwide, the council has devised strategies to enhance audience engagement, attract sponsors, and foster athlete participation from grassroots to elite levels. Through innovative measures and a commitment to addressing existing challenges such as excessive non-competitive time, this initiative heralds a promising future for athletics, grounded in data-driven decision-making and a passion for sporting excellence.