Someone upthread hit the nail on the head IMO: 1. Falls, plus other easy-to-see mistakes in a performance. From personal experience, even the most casual fan / non-fan who tunes into a skating competition understands a fall is bad news, and when they see a fall they get confused by seemingly high scores and then possibly get turned off (it's a judged sport, so it must be fixed). Perhaps falls/obvious mistakes should get penalized more harshly, then they see the corresponding score, which would make sense, and they'd find it more interesting, thereby increasing the fan-base. Also - 2. Commentators. They have to sell the sport more as a dangerous sport: I remember during a competition years ago, commentators were explaining that male skaters doing a Quad jumped high like a basketball player, but had to land on a tiny blade which made it more dangerous. All the time, making it look easy. Perhaps explanations like that would help people to understand it's tough to skate and an actual sport. Also, somehow explaining things as 'dangerous' [pairs moves, etc.] might help with tension and drama, which always seems to attract non-fans in any sport. 3. Celebrities Endorsements. Are there any big celebrities who are really into figure skating? Perhaps they can show up to competitions and plug them, or just by showing up, the camera can pan to them during the competition, or even just by talking about it on a talk show; Angelina Jolie - 'Last night, I saw Alissa skate, was really moved by it, and went backstage to speak with her. Wow. What a beautiful girl she is!' 4. Sell it as 'exotic' somehow?. I often tell people skating is all the rage in Japan, and that they are treated like rock stars. With a non-fan into trends, you might be able to sell a few that way. I don't know. ------------------------------- Unless there are cultural shifts, and perhaps only as it relates to the US, skating is always going to be hard to sell among the male sports fan base. No matter how much education, many will probably always think of it as a 'girly' sport unfortunately. Many [but of course not all] men probably don't want to be seen enjoying a sport by their peers where other men in tight outfits, glide and extend across the ice, get talking points on glittery costumes, toe-point, etc.