#WJCC2025 Sports Media Trainee Blog

Josephine Struckmeier (27) from Germany is the final applicant to be selected for the Sports Media Trainee Programme for Season 2024-2025. In April, she was chosen to join the World Curling Media Team at the World Junior Curling Championships 2025 in Cortina d’Ampezzo, Italy.

FINAL REFLECTIONS

Ten days filled with curling, raw emotions, thrilling matches, content creation, and the Olympic Spirit – what an incredible experience! It will take me some time to process all the impressions I’ve gathered here in Italy.

But one thing I already know for sure: A small part of a childhood dream has come true!

The first Olympic Games I watched were the 2004 Games in Athens (13–29 August 2004). My parents were watching the games and explained to me what was happening. I was only seven years old but immediately swept up in the Olympic excitement. I still remember thinking as a kid: ‘Wow, one day I wanted to be part of the Olympics.’ I spent the whole summer ‘training’ with a friend who shared my Olympic dream. Looking back, it’s a funny memory, as we both ‘trained’ on my father’s old and broken stationary bike, imagining it would take us all the way to the Olympics.

As I grew older, I realised that an athletic career required more than just occasionally training on a stationary bike. When I started working as a Social Media Manager, it became clear to me that you don’t have to be an athlete to contribute to the Olympic Games. There are so many people working behind the scenes, like the team at World Curling. And so, a new dream was born: to be part of an Olympic event as a Social Media Manager.

It’s easier said than done, but my experience here in Cortina d’Ampezzo has brought me one step closer to making this dream come true. The World Junior Curling Championships are a test event for the Milano Cortina Olympic Winter Games 2026 (6–22 February 2026), so the spirit of the Olympics is everywhere – and I absolutely love it!

To be honest, at certain points during the event, I realised that I had underestimated how challenging it is to work at a major sports event. Many people think that doing Social Media is all fun and games, and during a sports event, even more exciting – as if it’s only about creating a few stories or casually asking athletes to perform in front of the camera. But in reality, it’s hard work. You need to be creative, spontaneous, organised, and communicative all at the same time. Don’t get me wrong – I truly enjoy this job, but after ten days, it’s exhausting. This is why I’m very thankful to be part of the test event, which is significantly smaller than a major event like the Olympic Games.

The most challenging part for me was trying to film all the final draws for our social media stories, interview athletes from the winning teams, and ask them to create additional content. Some games ended simultaneously, resulting in moments of complete chaos. In those situations, I felt like I needed to do several things at once – which, of course, is impossible.

It took me a few days to adapt and find a routine. The best thing you can do is communicate as much as possible. Ask one athlete for an interview and let the other know they’ll need to wait until you’re back. It might sound obvious, but don’t assume others know what you’re thinking. Share your plans with those involved and explain what you need from them.

It would be a lie to say that working at the World Juniors felt like a holiday. But if you truly love this sport, you’ll discover structure in chaos and find beauty even in stressful situations. Nothing offers a more vivid work experience than this. And you’re always surrounded by an amazing community and a wonderful team that constantly supports you – and, most importantly, makes you laugh.

If my seven-year-old self had seen a picture of me standing in front of the Olympic rings, she would have exploded with emotions. And I can say that with certainty because the current version of me did exactly that. I’m incredibly thankful for this amazing opportunity, the unforgettable experiences I’ve gathered here in Italy, and, of course, my new fun nickname, ‘Josi Salat.’

Mid-Point check in

Getting into the workflow has never felt so seamless. After just one day, everything seemed surprisingly natural, as if I had been here for five weeks rather than just five days. I quickly picked up the rhythm of the games and got to know some of the athletes, which made my tasks truly enjoyable. Most of my days followed a similar routine: sitting at the media bench, observing the games, and then moving to the mixed zone as the action wrapped up. There, I filmed the final critical moments, prepared the footage for stories, conducted interviews with athletes, and organised everything for Shona to use in her reviews.

On the fourth day of competition (Tuesday 15 April), my workflow took a new turn as I finally felt confident enough to approach athletes about creating TikToks and Reels with me. This was a significant step for me, as asking them to perform in front of the camera — especially to dance — is not an easy task. The initial reaction is often hesitation or even refusal, but with the right approach and convincing arguments, I usually managed to make it happen.

I learned that it’s crucial to ensure athletes feel comfortable and confident with the idea of the content. Sometimes, choosing not to shoot is the better option than pushing an idea that doesn’t resonate with them. Respecting their boundaries ultimately leads to more authentic and enjoyable content.

One of the most enjoyable moments I had was creating a dancing reel with the German team. Since we all spoke German, it was easier to discuss the concept and plan how to shoot it. At first, the boys were a bit shy, but as soon as the camera started rolling, they went completely wild. They danced energetically, kicked each other over, and laughed uncontrollably. It was pure fun for both sides and one of the most entertaining pieces of social media content I’ve ever created. I was deeply honoured when a major German sports broadcaster commented on the reel with “Herrlich 😂😂” (which translates to “hilarious” in English). I wasn’t expecting such positive feedback.

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And I finally posted a TikTok for the very first time. As a Gen Z social media manager, people always assume I’m an expert on TikTok. But in reality, I had no experience with the platform before this. I had always wanted to work with it, but none of my previous jobs required it. In the past, I focused on Instagram, Facebook, Twitter, and LinkedIn, but TikTok was never part of my workflow. Thanks to my internship here at the World Junior Curling Championships, I can finally say: Posting on TikTok ✅.

Creating specific Reels and TikToks with the athletes has been one of my favourite experiences during the event. Collaborating with them — whether it’s getting them to dance in a specific way or perform certain gestures — is obviously much more challenging. The quality of the content depends heavily on their effort and enthusiasm. But at the same time, it’s so much more fun, because the situations can be absolutely hilarious to watch.

What’s also truly incredible to witness are the fans of the different teams here at the venue. They support the athletes with so much love and energy, celebrating the players as if they were already champions. It’s heartwarming to watch. I believe every athlete, no matter which sport they compete in, deserves this kind of support.

The only thing that hasn’t gone according to plan is the weather. Since day two, it’s been raining, and the mountains have disappeared behind thick clouds. No more breathtaking mountain views — just heavy rain and a grey sky. And the worst part? I still haven’t taken a picture in front of the Olympic and Paralympic rings. I thought I had plenty of time (and good weather) for the whole week. So, my side quest right now is to take a photo with the Olympic rings. I don’t care if I have to stand in pouring rain to get it.

Day one

Is this real? – My first day at the World Junior Curling Championships in Cortina

“Curling is like chess on ice” — that’s the sentence that stayed with me the most after watching curling for the first time. It was 2022, and I was stuck in an internship where they had no work for me but didn’t want to admit it. So, they put me in an empty office, isolated from the rest of the team, because out of sight means out of mind.

I wasn’t happy about the situation, but at least I could watch the Olympic Winter Games in Beijing live. That was when I discovered curling and, more importantly, my interest in the sport. That’s why I followed the World Curling Instagram account and one day saw the announcement for the Sports Media Trainee Programme applications.

If someone had told the 2022 version of me — sitting alone in the office during my first experience as a Social Media Manager, dreaming of working in sports media — that I would attend the test event for the Milano Cortina 2026 Olympic Winter Games in Cortina, I wouldn’t have believed it.

But here I am, asking myself: Is this real?

From an empty office into the middle of the curling rink

Let’s start from the beginning. On Monday, 10 April 2025, I traveled from Hamburg, Germany to Cortina, Italy. After a four-hour flight and a two-hour bus transfer, my nerves were completely frayed. But the first thing I saw after stepping off the bus was the Olympic rings against the backdrop of the astonishing mountain view, and all my negative feelings instantly disappeared.

Day zero was all about learning. I saw the venue for the first time and tried to get a sense of how I could operate to convey this exact feeling through the social media channels. And, as a Social Media Manager, I couldn’t resist creating some content for my own socials. Most of the time, I was sitting in front of my laptop and phone, browsing Instagram and TikTok for inspiration for all the content I wanted to shoot over the next few days. Once my content plan was filled, I felt a bit relieved. Then it hit me: Now I actually have to make all these ideas a reality.

What helped me calm down the panic a bit on competition day one was realizing that I wasn’t alone. I had done media coverage for sports events before, but always as a one-person team, managing everything at the same time. If I struggled with the livestream, no one was there to gather content for social media or post stories. And as everyone knows: A sporting event is live, so things happen in the moment. If you miss it, it’s gone and can’t be repeated.

But luckily, in Italy, I was working with a wonderful team who told me right from the beginning that they would help me whenever I was struggling. My first task that day was to talk with Emily about my content ideas, decide which athletes would be suitable for which content pieces, and gather some tips.

After everything was approved, I started shooting as much content as I could. For the very first time, I mustered up all my courage and walked into the middle of the curling rink during the competition. That was the exact moment I realised that the time I had spent sitting in that empty office had led me here — into the middle of the curling rink shooting content for the World Curling accounts.

To be honest, the first days at competitions are always a lot to handle, with all the new faces and rules I needed to memorise. The most vivid memory I will probably take away from this day is the violinist from the opening ceremony. He was not only playing the fiddle but also simultaneously dancing and entertaining the entire arena.

Let’s keep this spirit alive for the coming days!