Success on new roads.
Today. Brand ambassador and promotor.
The capacity for tunnel vision was an essential element of my success. In a tunnel you can only see in one direction, and you follow a single point, a single line. During my time as a top athlete, this tunnel vision was a key to success on the racecourse and during my training. Near the end of my career I found the right balance between focus and lightness, more of a 360-degree field of view.
That helped me to recognize moments in which focus was unnecessary, enabling me to let people get closer to me. Anyone who wants to be a brand ambassador and entrepreneur, or is committed to helping others, must keep a sense of openness, and also remain attached to the values that made them strong: reliability, loyalty, concentration, persistence. These characteristics – and my experiences – help me to see things from a different perspective or think about them more universally.
Brand ambassador. Head. Audi. Head Sportswear.
When your cruciate ligament tears at age 31 – as happened to me during training in Adelboden in 2005 – there is no guarantee you will be able to continue your professional career. That winter saw numerous young, fast skiers in the starting houses. And suddenly I had been let go by my equipment outfitter.
The changeover to Head was a reset for me. New confidence, new material, a new mindset. Then came my first successes, and with them, a sense of calm. I no longer had to be so hard on myself. And the successes continued. Today I advise Head in their search for new ski talent, and I support the company in evaluating the future Head team. It has been an inspiring partnership.
Audi has been my companion throughout my entire skiing career. Our journey began in 1998. Along with my first Olympic medal in Nagano came my first Audi, a blue S4: my Audi Quattro. I have driven almost every model over the past 20 years – from the A3 to the e-tron.
Thanks to Audi I have always arrived safely at my destination – and have never missed a race. :-) And Audi is still on the move. Today I am driving the fully electric e-tron. Quiet, safe, and always powerful – a really cool feeling.
Didier will also wear HEAD skiwear and act as a brand ambassador and expert for HEAD Sportswear. Roman Stepek, VP global HEAD Sportswear, is looking forward to the new collaboration: “We have always admired Didier Cuche for his ambition and perfectionism. How he worked on his technique and never gave up, always drove uncompromisingly.
All of these are characteristics that we at HEAD Sportswear also put into the development of our collections in order to create high-performance and unique products!”
Throughout my career and the 10 years after it ended, I've had the incredible opportunity to experience so much. Many things have become public knowledge, but many things have also remained unknown and private. Today, I feel ready to share my experiences, the lessons I've learned and the potential for transfer into the business world, for example, with a wide variety of target groups. Background information, personal experiences and adventures, observations and also assessments about the ski racing sport or the professional athlete's life will be shown. I have discovered a new passion and look forward to each and every opportunity to share my knowledge.
If we want to be counted among the world champions of snow sports in the future, we must take care to get young talents excited about it and support them in different ways. As a young skier I would have been glad to have this kind of support. That is why I am now actively involved as a foundation board member and ambassador, helping to promote and support young talent.
Giron Jurassien is dear to my heart. As a youth I was a member of our regional association, and I have been acting as an ambassador as well as serving on the board of this organization for some time now. Today, as its president, I have the privilege of heading this organization and representing it on various committees. Giron Jurassien has been combining school and sport since 2009. This professionalization enables young people from my region to reach the national and even international levels.
Backing and support.
For a very long time, there was nothing else for me besides skiing. More precisely, I have been skiing since age 3, as soon as I could keep myself seated on the ski lift across from my parents' house. As I became more and more serious about my hobby, I realized how important it was to have a family to provide backing and support if I needed it. And after the end of my career my family circle finally expanded. I met Manuela, who grew up in the beautiful canton of Graubünden, in Bergell. When we met, she was working as an emergency physician at REGA (medical assistance by helicopter). We first met at the World Cup in Lenzerheide in 2014. She was there as the director of medical services, and I was there as a guest of Head and hosted the winner of the "Silvano Beltrametti Race". She shared my love of nature – and fortunately of Jura also. We built our home there and are the happy parents of our children Noé und Amélie.