As South Africa’s Winter Olympic flag bearer prepares to take on cross-country skiing at the 2026 Winter Olympic Games, Matt C. Smith is doing more than representing his country on snow. He is challenging long-held ideas about elite endurance performance — and what it takes to sustain it.
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Nicknamed “The Snowbok”, Smith will compete in cross-country skiing at the Tesero Cross-Country Skiing Stadium in Val di Fiemme, Italy, with his next race scheduled for Friday, 13 February 2026.
Widely regarded as one of the most physically and mentally demanding disciplines at the Winter Games, cross-country skiing requires athletes to sustain extreme cardiovascular output over long distances, altitude and unforgiving terrain.
For Smith, simply reaching the Olympic start line is already a significant achievement. Coming from a country with limited winter sports infrastructure, his participation represents a rare South African presence in one of the Games’ most punishing endurance events — and a powerful signal of what is possible beyond traditional sporting boundaries.
Rethinking high-performance support
Smith’s preparation for the Games has been shaped by an unconventional partnership with Corona Cero, centred on a Relaxation Clause — a contractual commitment that places intentional rest, mental clarity and recovery alongside performance.
Rooted in the brand’s Time Cero philosophy, the approach challenges the “always-on” mentality often associated with elite sport, instead recognising that sustainable excellence depends as much on recovery as it does on intensity.
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Smith is part of a select global group of Winter Olympians partnering with Corona Cero under the same Relaxation Clause. The international roster includes Olympic champions and medalists such as Mark McMorris, Marie-Philip Poulin and Cassie Sharpe (Canada), Arianna Fontana (Italy), Suzanne Schulting (Netherlands), Ayumu Hirano (Japan), Lucas Pinheiro (Brazil) and Katie Ormerod (UK).
From unlikely beginnings to Olympic flag bearer
“When I started, I had no idea what I was getting into — I just knew I wanted to chase the wild dream of representing South Africa at the Winter Olympics,” Smith says.
“Coming from a country without much snow sport, many thought it was impossible, but that only motivated me more. The journey has been full of challenges and unforgettable moments, and I’ve learned it’s not just about reaching the Olympics — it’s about inspiring others to dream big.”
He adds that the partnership with Corona Cero reflects his own approach to sport and life. “They celebrate enjoying the process, embracing the unexpected and living boldly — exactly how I’ve approached every step of this ride.”
A landmark moment for South African winter sport
Smith’s participation comes at a significant moment for South Africa on the global winter sports stage. Milano Cortina 2026 marks the largest Winter Olympic team the country has ever fielded, with five athletes competing across multiple disciplines.
Alongside Smith, Team South Africa includes Nicole Burger (Skeleton), Malica Malherbe (Freestyle Skiing), Lara Markthaler (Slalom and Giant Slalom) and Thomas Weir (Slalom and Giant Slalom) — highlighting growing ambition and representation in winter sport.
“Matt’s journey reflects a more modern understanding of performance,” says Melanie Nicholson, Head of Brand: Corona South Africa. “It’s about clarity, sustainability, and knowing when to pause as much as when to push forward. That balance is what Corona Cero stands for, and why this partnership feels so authentic.”
More than a race
As Smith prepares to line up in Tesero on 13 February, attention turns to the race ahead — but the broader impact of his presence is already clear.
His story underscores the evolving nature of elite sport, where mental wellbeing, recovery and balance are increasingly recognised as competitive advantages.
For South Africa, his participation is not only a sporting milestone, but a reminder that ambition, resilience and belief can carve a path into even the most unlikely arenas — snow included.
