Ari Zakarian: “Ilia Malinin is the first skater to arrive at competitions not in sportswear but in an elegant style — he wears dress shoes and a coat.”
Interview with sports agent Ari Zakarian.
original source: Championat dd. March 20th 2025 by Natalia Boku.
In the interview with Championat, Ilia Malinin’s agent Ari Zakarian speaks about ISU Awards, ice shown and popularity of figure skating in the world. Here’s a translation of his comments.
“Q: What role did you play in the show Art on Ice?
Ari Zakarian: I was there from the very beginning; I even performed in the first three years in the 1990s. Our first musician was Simon Estes, followed by Sarah Brightman and Montserrat Caballé. We even had a group number choreographed for Montserrat. That’s where it all started — 29 years of friendship and collaboration. Over all these years, I haven’t missed a single show except for the one year during the pandemic.
Q: How much has Art on Ice changed over the past 30 years?
Ari Zakarian: It has definitely changed, mostly because the production becomes more varied and better each year. The lighting constantly evolves and never repeats itself. With the arrival of interesting superstars from the music world, the entire structure of the show is built specifically around the artists. As a result, every show is unique, incorporating technological innovations and advancements in ice-skating entertainment.
I would say that Art on Ice is the flagship of ice shows. Many people come here, observe, and try to borrow ideas for their own shows. It serves as an excellent guide.
Q: Am I right in thinking that at Art on Ice, the spotlight is more on the musicians than on the figure skaters? In Russia, ice shows sell tickets based on the skating stars, not the musicians. Pop stars perform there too, but they’re more of a backdrop. Here, it’s the opposite, correct?
Ari Zakarian: I think that here [in Switzerland], people come more for the Art on Ice brand itself than for the names of specific stars. The project has established itself as a brand over the years, and audiences know they’ll receive maximum enjoyment by attending. It’s not about a specific athlete or singer here; it’s about the Art on Ice brand.
In Russia, there is a greater emphasis on personalities in ice shows. The star — the producer — focuses on making their name the main draw on posters and advertisements. For example, if someone attends a show, they go for “Tutberidze,” or “Navka,” or “Plushenko,” or “Averbukh.” There’s even a show called Lovers of Figure Skating, which is along those lines. Thanks to these kinds of shows, producers end up promoting themselves more.
Q: You were, in a sense, at the forefront of ice shows in both Russia and Europe. Each industry has its own path and development. What do you think needs to be done to further develop figure skating through shows?
Ari Zakarian: Russia is doing quite well in this regard. There, the federation and Channel One play a significant role, and I think they operate in the right direction. Russia is fortunate because Channel One’s powerful media support makes things much easier. I also really like that there are many YouTube channels in Russia. The skaters become bloggers themselves, which helps promote figure skating.
Looking at Russian sports overall, figure skating, in my opinion, currently leads all other disciplines. If you’re a figure skater, you immediately find yourself among the elite. For example, in Russia, there are singers, athletes, and figure skaters and figure skaters are their own separate category.
I’ve often said that oversaturation with figure skating could eventually lead to cracks, but in Russia, everything is still going well. There’s an incredible number of ice shows every year — somewhere around 1,500.
Q: You’ve mentioned what you like about Russia’s coverage of figure skating. What would you add, and what don’t you like?
Ari Zakarian: Globally, we’ve stagnated. Figure skating competitions are still held in the same way they were 30 years ago, and not much has changed. I’ve repeatedly suggested ideas to the ISU on things to improve.
First, choreographers’ names should also be highlighted. It shouldn’t just be known to commentators —choreographer names should be displayed when the athlete takes the ice. This would open up the world of dance to our audience and give famous choreographers a platform in our sport. For instance, if an unknown choreographer creates a great program and it receives recognition at the Olympics, that’s a huge benefit for them.
Currently, if you want to know who choreographed a program, you have to dig around. In today’s world, things should work on a “one-click” basis.
Q: What else would you add to broadcasts?
Ari Zakarian: Costume designers. This should absolutely be included. When a skater performs, it’s a complete package. Audiences want to know who designed the costume, how good it is, and whether it complements the performance. The name of the designer also gives insight into how much effort and money were invested in the program.
People often say that what you wear doesn’t matter as long as you skate well. But in our sport, that’s not true. If you’re a top skater and want to win, you need to show up fully prepared — from your skate covers to your laces. Highlighting the designer’s name would also increase figure skating’s popularity.
I think we need to move away from traditional figure skating costumes and treat them like a runway show. Skaters shouldn’t just wear sparkly outfits — they should look as though they’re on a fashion runway. Fans could then buy similar designs. We should explore all avenues for blending choreography, fashion design, and figure skating because our sport has real potential for growth in this direction.
Q: How about new formats within the sport itself?
Ari Zakarian: Russia’s federation is taking some very interesting steps. In contrast, the West has started cutting gala performances, claiming that skaters don’t want to participate in them and that they’re unnecessary. But gala performances attract fans, and the Russian federation is using this idea successfully.
For example, the Russian Challenge is heading in the right direction by integrating audience participation. Skaters should prepare a fully choreographed exhibition program alongside their short and free programs for each new season. Winning a competition could then culminate in a gala performance judged by the audience — a kind of bonus event.
I also think figure skating needs an All-Star event like in hockey or basketball. This could feature spin competitions, step sequence showdowns, unique elements, and jump contests. It would draw massive interest.
Q: Russia already has a jump competition.
Ari Zakarian: It’s great, but I disagree with the format. To be a jump champion, you should be proficient in all types of jumps, not just one.
Q: How do you feel about team competition formats?
Ari Zakarian: Personally, I don’t find them particularly interesting. A month before any team championship, you can already predict which team will win based on the federations’ rosters.
But here’s an idea: bring back superstars like Nathan Chen, Alina Zagitova, Evgenia Medvedeva, Daisuke Takahashi, and Yuzuru Hanyu. Add Gracie Gold, Aliona Savchenko, or Virtue and Moir. They’d compete in a team format with group numbers: two men, two women, one pair, and one ice dance duo. They’d create a cohesive program with parallel steps, spins, and jumps performed with precision and artistry. It would be like a mini-theater with an overarching choreographic vision for the team — similar to group routines in rhythmic gymnastics.
Q: What other competition formats would you propose?
Ari Zakarian: A professional World Championship is something that absolutely should exist. It extends the careers of skaters who can continue performing after their competitive years. There are examples of skaters performing into their 80s, like Belousova/Protopopov, who excelled at winning titles in professional World Championships. Unfortunately, this movement was killed in 2003 because the previous leadership wanted to prevent amateur skaters from transitioning to professional sports.
Q: What else would you propose?
Ari Zakarian: One key idea is showcasing coaches at the rinkside. When skaters perform, their coaches display incredible reactions behind the boards, but these aren’t shown to the audience! I’d create a program called “Coach at the Boards.” While the skater performs, you simultaneously show how their coach behaves at the boards — take someone like Nikolai Morozov or Barbara Fusar-Poli. And then there’s voting — viewers could decide who wins first place for their reactions at the boards. I think this would push coaches to perform even wilder emotional antics.
This would generate additional content. Personally, I already have a huge amount of footage of this. Back when I was the venue producer for the Grand Prix Final leading up to the Sochi Olympics, I showed clips on-screen that sparked a lot of interest among viewers. Some federations later requested these videos and used them in their national championships.
Q: What about developing figure skating globally? What ideas do you have there?
Ari Zakarian: I’ve talked about this many times. Let’s say there’s a championship in Zagreb. The ISU gives them permission to host the event, and as an organizer, I now need to work tirelessly to fill the stands. You have to engage the best companies in the city and country, doing everything possible to ensure full attendance. Whether you sell tickets, give them away, or even hand them to the city’s mayor — that’s your issue. If I, as an organizer, manage to fill the stands, the ISU should award me a bonus.
If the event goes well and produces excellent visuals, organizers should receive bonuses of $5-10 thousand. However, if the arena ends up with only 100-200 people in the audience, there should be penalties. Organizers need to want their city to host prominent events, such as the European Championships.
Another critical idea is to revive the ISU tour, which used to exist but has now been abandoned. I constantly talk about this — the ISU should have its own World Tour, continuing after the World Championships.
This tour could seamlessly follow the Skating Awards. The Skating Awards is one of the most essential aspects of figure skating marketing, but in the last two years, it hasn’t been handled well. Now, this initiative is fading away.
Q: From a broadcasting perspective?
Ari Zakarian: Figure skating is poorly covered in the West, while Russia excels in this area. It’s great that Russia has various channels and podcasts, something the ISU should strive to replicate by creating its own podcasts and ensuring each country is involved. Broadcasters should provide information about athletes directly during the telecast, such as links to their social media accounts — since it’s not always easy to find genuine profiles instead of fan accounts. This would boost the sport’s popularity.
Additionally, figure skating suffers from certain stereotypes. For example, some say I’m just chasing hype. Similar stereotypes surround Malinin, where people claim his skating skills are weak. But look at how he skates — everything is done on edges. When people say he lacks skating skills, believe me, landing a quad axel requires immense skating skills. By the way, Ilia is a finalist for the James Sullivan Awards, a prestigious sports prize, and he’s the only figure skater in the finals.
Q: Can you elaborate on the Skating Awards?
Ari Zakarian: In Russia, there’s a constant stream of awards every week. People show up dressed to the nines, with sponsors supporting them. It’s a significant media event — the coverage isn’t just about who attended but also how they dressed. The ISU Skating Awards is absolutely necessary for figure skating. In this sport of all things, such an award should exist. At the end of each year, people want to know who achieved the most.
The MVP of figure skating could be the person who became a trendsetter for the sport that season or the previous one. For instance, in past years, that title might have gone to Hanyu or Chen. In ice dance, Papadakis/Cizeron and Virtue/Moir stood out; in pairs, it was Aliona Savchenko. There were also years when Medvedeva would have been a contender for the title.
When you mention a famous actor or musician, you say they’re an Oscar or Grammy winner. For football players, you focus not on their World Cup win but on their Golden Boot title. The same should apply to figure skating. For example, when Edvin Marton won an Emmy, his career skyrocketed. His presentations now include this title, which impacts his status and financial opportunities. Skaters should have the same chance.
Q: What’s happening with the Skating Awards now? I’ve heard this will be the last year they’re held.
Ari Zakarian: Nobody wants the Skating Awards in the middle of the season — not me, either. The ceremony should be held at the end, after the World Championships. But here’s the issue: imagine I’ve just won the World Championships and passed doping tests before arriving back at the hotel around midnight. My family and friends are waiting to celebrate the victory, which takes another two to three hours. I go to bed around 3-4 AM and have to get up at 7 AM for more training to perform at the gala. Honestly, in such a scenario, skaters couldn’t care less about gala performances — they’d skate halfheartedly without enthusiasm.
My suggestion is to combine the gala with a banquet. Move the ceremony from the afternoon (around 2-3 PM) to something like 5 PM. At 5 PM, you’d have a red carpet event. Skaters would arrive dressed fashionably, representing various brands, and interact with hosts who ask about their nominations and their fan support. Celebrities would also attend, showcasing outfits from sponsored brands, creating excellent PR campaigns.
The ceremony would look similar to the Oscars — a visually stunning television production. That’s the goal.
Q: Why was the Skating Awards held in the middle of the season before, instead of the World Championships?
Ari Zakarian: Initially, it was supposed to happen during the 2020 World Championships in Montreal, but the event was canceled due to the pandemic. The awards were then held online twice and later hosted twice at Art on Ice, since all the skaters were already present and the production quality was high. It was a logical move for great visuals, but the awards should take place at the end of the season.
The first event at Art on Ice was my suggestion to save the Skating Awards after Japan chose not to host the ceremony during its World Championships. I said, “Let’s hold it mid-season just to keep it alive.” We did it, and then repeated it the following year — which I opposed. This year, the awards will return to the World Championships but with a different format that I’m not excited about. Nothing significant is happening; discussions online should ignite after each competition.
This skater earns a certain number of points, increasing their chances. Every competition should spark discussions: who has the best costume, who has the best hairstyle?
Q: But aren’t these things already discussed on forums?
Ari Zakarian: Yes, they are discussed on forums, but this needs to be brought into the mainstream. Forums are for fans, but we need casual viewers to get involved. It’s really simple. As soon as Skate America kicks off, opinions start flooding in on major forums —who has the best outfit, who has the best coach. Leaders emerge. By the next competition, Skate Canada, there’s a new set of opinions and leaders. We need to create this kind of buzz every week.
Q: Figure skating is a sport that takes time to understand. Many sports are much easier to grasp.
Ari Zakarian: For example, you see a poster and decide to attend a competition. You sit down, watch, and realize you don’t understand anything. Or someone goes to watch baseball, doesn’t get it, and decides, “This game isn’t for me!” They stop attending matches altogether.
We need someone to deliver relevant information before competitions start while the ice is being resurfaced. For example, introduce the skaters who will be competing, highlight the main athletes and their breakthroughs this year.
Explain who poses the biggest threat to the leaders, which elements to watch for, and where they appear in the programs. If there’s an ultra-C element that hasn’t been performed before, talk about its name and history — who first executed it, when, and where. If we’re discussing an axel, explain that the jump’s maximum is four revolutions. In three to four minutes, give spectators a synopsis of what’s to come.
Q: What do you think about judging? Are you satisfied with the current system?
Ari Zakarian: I believe judging should be professional, based on contracts.
Q: How could funds be found to implement a contract-based system?
Ari Zakarian: There are many ways to generate funding for judges — for instance, reviving the ISU tour. Right now, the organization isn’t hosting any shows, but it could easily hold them worldwide. We could also turn judges into stars, telling stories about them. Currently, nobody writes about judges or does anything to highlight their role.
Q: Doesn’t interacting with judges compromise fair judging, especially since journalists aren’t allowed official communication with judges?
Ari Zakarian: Yes, but if you want to achieve something, you will always find a way.
Q: You recently organized a memorial event for victims of a plane crash in Washington. How did you manage to pull everything off in just a month?
Ari Zakarian: First, I want to express my condolences to all the families affected by the crash. Organizing everything was challenging, but many participants contributed — such as the Washington hockey team. For instance, Alexander Ovechkin watched the entire finale with me by the rinkside.
I couldn’t have managed such a massive project without the figure skaters and stars who almost unanimously responded to the call. I’m also grateful to my partner Mike Burg, the U.S. Figure Skating Federation, Monumental Sports, and NBC.
One of the most moving performances was by Maxim Naumov, and I’m thankful for his resilience during such a difficult time. After his performance, he shared how important it was for him to skate in memory of his parents. That deeply touched me — it showed we had done something meaningful. Moving forward, I hope we’ll create beautiful ice shows for more positive occasions.
Q: Why did Sofia Titova switch to representing Armenia’s team?
Ari Zakarian: Every athlete’s goal is to win and become an Olympic champion. Regarding her switch, they wanted to compete, and the opportunity arose for them to represent Armenia. Sofia mentioned in interviews that she enjoys being in Armenia and visits frequently.
Q: Did you play a role in her switch?
Ari Zakarian: No, they made the decision themselves — obtained a passport, registered, and transitioned. As vice president of Armenia’s Figure Skating Federation, I’m naturally aware of what’s happening.
Q: Will Akopova and Rakhmanin skate for Armenia?
Ari Zakarian: They’re great people, but this is another delicate matter. I try not to interfere in these situations. To my knowledge, they both have Armenian passports, but time will tell how their futures unfold.
Q: We also know Adelia Petrosyan has visited Armenia multiple times.
Ari Zakarian: I took Adelia to Yerevan to perform in a show back in 2017. Even then, I saw her great potential. I’m proud that many skaters with Armenian roots represent Russia: Petrosyan, Karatunyan, Danielian, Vetlugin, and Medvedeva. I’m happy they’re improving Russian sports.
Q: What about Artur Danielian? You helped him at the beginning of his career too?
Ari Zakarian: Just like Adelia Petrosyan. Early in his career, he performed in a show in Armenia. Later, he became the European silver medalist. I can see his determination and progress, and I wish him all the best on his journey both in sports and life.
Q: As a stylist, I have to ask: how is Ilia Malinin’s clothing brand developing?
Ari Zakarian: We’re actively working on it. The fourth collection is set to release soon, in collaboration with a Japanese designer whose name will remain a surprise for now. He’s young and very talented. Both Ilia and I are involved in the design process, but the final decision always rests with him.
My goal is for Quadgod to become a high-quality brand capable of having its own boutique in the future. We’re planning fashion shows featuring famous figure skaters. Interestingly, if you’ve noticed, Ilia is the first skater to arrive at competitions not in sportswear but in an elegant style — he wears dress shoes and a coat.
Q: Ilia is always stylish — that’s undeniable. What about his competition costumes? He changed both costumes mid-season after the Grand Prix events.
Ari Zakarian: The short program costume at the start of the season was designed by Mathieu Caron, while the free skate costume was made by Satomi Ito. Ilia is someone who is always seeking to improve, not only in his daily looks but also in competition attire. The second versions were also made by Satomi Ito. As for his training clothes, we’re experimenting with another company.
Q: Was it because the earlier costumes were difficult to skate in?
Ari Zakarian: I don’t think so. He pays close attention to fashion, and I’d say he’s a style enthusiast, constantly experimenting. I think his style will continue to evolve as he matures.”
Related topics: Ari Zakarian, Ilia Malinin
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