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The Axis Edition No. 1 is on sale from September 12, 2025
"I grew up in sports—it was part of my DNA."
"Corporations taught me, but sports brought me back to myself."
Vladimir begins by explaining that sports entered his life long before he made a conscious choice. His parents—both masters of sports in track and field and biathlon, graduates of the Lesgaft Institute in Leningrad—set the direction. "I grew up on training camps," he recalls. "I was five years old, traveling with my father, who coached juniors. To me, they were grown-up, serious guys. I was an observer, the team’s baggage. And that shaped the rhythm of my life: speed, constant movement, teamwork."
Vladimir Voloshin: "Sport is the language of the future"
In a world where we increasingly speak of heritage—cultural, architectural, familial—there exists another form of legacy, less obvious yet no less significant: the legacy of habits, discipline, and lifestyle. Vladimir Voloshin—an athlete, entrepreneur, record-holder, and founder of sports initiatives—demonstrates that sports can not only transform individual lives but also shape economies, cultures, and even national identity. His journey—from biathlon and a corporate career to ultratriathlons and organizing large-scale events—is a story of how sport becomes a catalyst for change and a means to pass on to future generations far more than just trophies.
His first sport was swimming, followed by track and field, and then—biathlon. "In 1983, I went to my first training camp with the senior group. And so, for ten years, I trained in biathlon until 1993, when I ended my career as a junior."
The end coincided with the crisis of the 1990s. Funding for federations dried up, and the young athlete faced a choice: continue down the path, burdening his family, or find himself elsewhere. "I realized that if I ended my career at 30, I’d have to start from scratch. Better to do it right away."
After leaving sports, Vladimir entered the world of business. He honestly made a list: he wanted to work with brands, languages, and travel. The answer was the company Philip Morris. "I just showed up and said: I want to work for you. At first, they turned me away, but a week later, they invited me back. And that’s how I spent 15 years in the corporate environment."
During this period, sports remained only a secondary activity. But at age 33, everything changed. "My weight had reached 120 kilograms. I remembered what I used to be like: fast, functional. I realized I couldn’t go on like this. I brought sports back into my life."
He brought it back—and gained new energy, a new circle. "My friends and I started traveling to the Alps: a week of training, capped with an amateur race. This changed my attitude toward goals. In business, as in endurance sports, results only come after years of daily work."
"Endurance is a metaphor for business."
"Mass sports are the new economy."
"Recognition, support, emotions."
"We are creating a legacy through habits."
Amateur sports quickly became a parallel to business. "In endurance, there are no quick wins. You can’t change a market or a team overnight. Only daily work." This philosophy led Voloshin to entrepreneurship: in 2014, he left the corporation and founded his own projects in the sports industry. "All thanks to the environment that inspired me. Those people, events, and energy are still with me today."
Since then—world records, ultratriathlons, unique races. In 2018, he won a stage of the World Cup in Switzerland in ultratriathlon: 38 km swimming, 1800 km cycling, 422 km running. 2260 kilometers in 131 hours. "The first gold medal in this discipline in the country’s history. This record remains unbroken to this day."
And in 2024, the team set a world record by running 80 km at the North Pole. "Sports push you into a space where boundaries disappear. It’s not about the result, but about the meaning."
In recent years, the guest profile has changed. While previously it was mainly Europeans and corporate clients, today half of the guests are Russians from the regions, and the other half are visitors from the Gulf countries.
This is precisely why his projects—IRONSTAR, the "Marathon League," dozens of triathlons and running events across the country—are shaping not only culture but also the economy.
Global statistics confirm this: in the U.S., there are 50 million amateur runners, while in Russia, the number currently stands at 3 million. "We haven’t even scratched the surface yet. But the potential is colossal. China is already building its 'Healthy Nation-2040' industry, and that means trillions."
Every business has its values. Voloshin defines three for mass sports: recognition, support, and emotions. "In everyday life, people are often devalued. In our world, they are recognized for everything: if they bought gear—well done; if they showed up at the start line—well done; if they finished—they're a hero. This changes people."
Second—support. "Thousands of strangers are shouting your name. It’s an incredible boost." And third—emotions. "As people age, they stop surprising themselves. But sports bring that back. A 55-year-old becomes a medalist and realizes: life is just beginning."
The conversation about legacy brings us to the essence. What will remain after the projects? "Infrastructure—yes. Roads, stadiums, embankments. But the most important thing is habits. We are shaping a generation for whom sports are part of their DNA." An example is children’s races. "We removed psychological barriers. All children receive medals with the number one. Seven years later, these children returned—now as teenagers, demanding their own races. This is the true legacy: the habit of living actively."
"Sport is the language of the future."
When asked about his legacy, Voloshin answers simply: "The socio-economic impact will remain. The infrastructure will remain. But most importantly, a generation will remain for whom sports are the norm." He often repeats: sports are the language of the future. "And in this language, there are three key words: energy, happiness, family."
"Phygital and corporate sports are the new formats of the future."
The future of sports is hybrid. In 2024, Kazan hosted the world’s first phygital games: competitions where players start in esports and then continue the match on a physical field. "This is a cultural crossroads that will define the new generation." The second trend is corporate sports. "Today, losing one professional can cost a company millions. Sports are the best tool for non-material motivation. They test people for honesty and teamwork. If someone cheats in sports, they will cheat in work too."
"In 2024, the 20 largest running events in Russia generated 8.5 billion rubles in direct economic impact and up to 40 billion indirectly. In 5−10 years, this is projected to grow to 100 billion. This includes tourism, hotels, restaurants, and souvenirs. Sports are becoming an economic driver."
Author: Anastasia Kremleva
