SA Skier Matt Smith Wins Hearts at Winter Olympics

A skier from sunny South Africa has become an unlikely hero at the Winter Olympics, and he's doing it with a smartphone and a smile.

Matt Smith started cross-country skiing just three years ago in Norway, switching from tech entrepreneurship to winter sports. Now he's competing at the 2026 Milano Cortina Winter Olympics, representing a country not known for snow.

Smith knows he probably won't medal in his race. Instead of letting that discourage him, he's found another way to win for South Africa.

Since arriving in Italy, Smith has doubled his Instagram following to over 30,000 by posting videos exploring the Olympic village, chatting with volunteers, and showcasing Italian culture. Locals have fallen in love with him, nicknaming him "Grande Matt" and calling him an "Italian hero" in comment sections.

The mayor of Predazzo, the tiny town hosting his Olympic village, personally invited Smith to open the local parade. A cafeteria even made him a pizza decorated with the South African flag.

Smith stops to talk with every volunteer and cleaner he passes. "Treating people with respect and simply with a smile is currency," he told Daily Maverick from the Olympic Village.

His warmth hasn't just won fans. It earned him a professional contract with Team Aker Dæhlie in 2025, making him the first non-regular World Cup athlete signed purely for his off-course contributions.

The Ripple Effect

Smith's impact reaches far beyond his own profile. By representing South Africa with joy and respect, he's proving that winter sports belong to everyone, not just traditional skiing nations.

His social media content educates viewers about cross-country skiing while entertaining them with pin-hunting adventures and behind-the-scenes Olympic moments. He spotlights the hard work athletes from warm-weather countries invest to compete, helping grow the sport globally.

Smith brings his business background to his athletic career, living by three brand values: entertain, educate, and inspire. "It's not just about winning a gold medal on the course; it's also about winning a gold medal off the course," he explained.

While other athletes chase podium finishes, Smith chases something different: leaving everyone he meets touched by South Africa's spirit, not just his own.

When he competes in the 10km race, Smith will likely finish near the bottom, but his real victory is already secure in the hearts he's touched along the way.