North of the 49th | Amway

There are two ways to interpret the term 'gut check.' One definition refers to that moment before competition when you steel yourself for the event — blocking out the crowd, competition, and personal distractions, to focus on the goal. The other definition refers to that feeling in your stomach you get at moments of decision — fight or flight? Right or wrong? Usually the answer lies in the pit of my stomach.

The first definition definitely applies to figure skater Joannie Rochette, as we saw with her inspirational performance in Vancouver. Hopefully, the second definition will apply to her as well.

Rosie DiManno, the outstanding Toronto Star columnist, lays out the story well (you can read it here — I'll wait). I won't get into the unfortunately gory details, but to summarize: Rochette has withdrawn from next week's World Figure Skating Championships — an International Skating Union-sanctioned event — due to a lack of preparation and exhaustion.Considering what she's been through since the passing of her mother, it's more than understandable.

Well, at least to everyone except the ISU it seems. You see, there's an event coming up this week in the U.S. called Thin Ice — a non-ISU-sanctioned event. From the sounds of it, it's a lot like a condensed version of the Battle of the Blades show that ARTISTRY was involved with in Canada. Rochette was asked to appear on that show, performing the "Vole" gala routine that serves as a tribute to her mother. She said yes. Now threats are flying, Rochette's amateur status could be in jeopardy, and Skate Canada seemingly has its hands tied.

I get rules. I have a teenage son — trust me, I get the need for rules. But I also understand compassion. More importantly, my gut tells me that the ISU's sanction doesn't sit right.

Conflict of Interest? Of course. I work for Amway Canada. Artistry is one of our marquee brands. Artistry is the official skin care and cosmetic sponsor of Skate Canada. Artistry is sponsoring the CBC broadcasts of the ISU's grand prix series of competitions. This CBC broadcast of the upcoming World Championships is sponsored by Artistry. All my business ties should bind me to the ISU's decision to enforce its performance rules (again, read DiManno's article for the details — they have a valid argument).

But my gut — and my heart — say that we all need to do the right thing and let her pay tribute to her mother.

Business-wise, I'd love to have Rochette compete at the World Championships. She's extremely hot after the Olympics. She's become Canada's sweetheart and interest in the event would be at an all-time high with her in the field. The hard-core figure skating fan will be there no matter what, yes, but it's the casual fan — the one seduced by the pageantry of the Olympics — who may be inspired to tune in to see Rochette.

So if Rochette is at the Worlds, more people will watch. Chances are they'll be watching on the CBC, and they'll see the occasional Artistry commercial, or hear "this CBC broadcast is brought to you by Artistry…" That's good for us, it's good for IBOs, and it's good for brand recognition.

But it's not good for Joannie. And, really, that's all that should really matter.

Now if the argument for your heart doesn't matter, then how about this one for the head? Rochette's appearance on Thin Ice may increase viewers to that show, yes. But what about those people who were tuning in to watch anyways? Maybe they'll be exposed to Rochette, learn about her story, and be moved. Maybe they'll then be more interested in her career. Long-term? Maybe they become figure skating fans instead of just event watchers.

There's a difference. Look at the Olympics. How many of you watched skeleton or biathlon? Why? Because it was an event. How many of you are watching those events on TV now? Or heading out to the mountain to catch the local race? Exactly. There's a difference between a fan of the sport and a fan of the event. Becoming a fan of the sport is a long-term relationship. And that's a good thing, long term.

Back to Rochette — there's a reason why this is called a unique situation. It doesn't fit into the normal pattern of behaviour. She's not ditching a competition to chase a paycheque. She's withdrawing because she doesn't feel she's at the level, either physically or mentally, to compete. An exhibition is just that. If she stumbles or falls, who cares? She's not competing; she's honouring her mother.

Here's hoping saner heads — and hearts — prevail. Any questions? Just listen to what your gut is telling you.

*** UPDATE at 14:52 — Just got word that cooler heads prevailed (because they're involved in figure skating… on ice… cooler heads? Never mind — bad pun) and Rochette WILL be allowed to participate in Thin Ice. Glad to see the ISU do the right thing.