Alexis Ohanian has already done this.
Athlos appears to be doing all the things that GST said it would.
1. Focus the narritive, Women only in this case, track only for GST
2. Pay the Athletes, wasn't it 60k for Athlos, with the Tiaras and First class treatment, beats the Tar out of the empty wallet approach from GST.
3. Start Small and Grow, 5000k in NYC even if not sold out looked great and people seemed to have a great time.
5. Build, they have the team captains element and have stick in a long jump with Tara DW.
Athlos went first, that GST wouldn't look and see and learn is weird..
Nothing assured but hopefully it keeps growing.