The world’s eight best singles players and doubles teams gathered at London’s historic Cutty Sark Thursday night for the Barclays ATP World Tour Finals Official Launch presented by Moët and Chandon. Cutty Sark is the legendary 19^th century sailing ship, the fastest of her time, and now an award-winning tourist attraction.

Andy Murray and Novak Djokovic, who will battle at the season-ending tournament to become year-end No. 1 in the Emirates ATP Rankings, were joined by Stan Wawrinka, Milos Raonic, Kei Nishikori, Gael Monfils, Marin Cilic and Dominic Thiem.

Also attending were the world’s top 8 doubles teams, including Frenchmen Pierre-Hugues Herbert and Nicolas Mahut, and Jamie Murray and Bruno Soares, who will fight for the year-end No. 1 doubles ranking.

During the evening, Murray was presented with a trophy commemorating his rise last Monday to No. 1 in the Emirates ATP Rankings, when he became just the 26^th player (since 1973) to hold that mantle.

The evening featured a performance by loop pedal beatbox artist THePETEBOX, best known for his ‘Future Loops’ work. The musician enlisted the help of all eight singles players, who contributed their voices to a new loop pedal.

Guests were also briefed on a new partnership between the ATP and UNICEF, the launch of the Super 8, in which the world’s best eight players come together at the season-ending finale on a mission to help UNICEF raise awareness and vital funds to protect children from danger.

Cilic was among a number of winners of this year’s ATP Awards presented by Moët & Chandon to be recognised during the event. Cilic was presented with the Arthur Ashe Humanitarian of the Year Award for his work with the Marin Cilic Foundation, established this year to support educational projects around the world. The foundation has a special emphasis on giving youth in Croatia improved access to school and university education.

More: Djokovic Aims For Sixth Title At Barclays ATP World Tour Finals

Other players to receive awards were Lucas Pouille (Most Improved), Taylor Fritz (ATP Star of Tomorrow presented by Emirates) and Bob and Mike Bryan (ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon).

Roger Federer (Fans’ Favourite and Stefan Edberg Sportsmanship) and Juan Martin del Potro (Comeback Player of the Year) did not attend but sent video messages.

Magnus Norman, coach of tournament third seed Stan Wawrinka, accepted the inaugural ATP Coach of the Year award.

The Barclays ATP World Tour Finals begin Sunday at The O2 in London. Djokovic, the four-time defending champion, is chasing a record-equalling sixth season finale title. Murray is looking to reach the final for the first time and is guaranteed to finish the year No. 1 if he wins the title.

How could anyone ever suggest Stan Wawrinka is a conformist when he dared to wear patterned ‘country club’ shorts, which clashed with the rest of his outfit, for one Grand Slam final, and then opted for a uniform shade of fuscia, right down to his watch strap, for another?

Wawrinka is most certainly not as other men or, more precisely, is not of the same sort of character as the other four players to have dominated tennis during what is widely regarded to have been a golden era for the ATP World Tour. Of course, no one seriously believes that Roger Federer, Novak Djokovic, Rafael Nadal and Andy Murray all have the same, or even strikingly similar, characters (this isn’t a sport populated by clones). However, Wawrinka is quite different to the rest of the tennis elite – for one thing, he didn’t even reach his peak until he was nearing his 30s.

Humble is not a word you would imagine using to describe somebody whose career has brought him some of the biggest prizes in sport, including an ATP World Tour Masters 1000 in Monte-Carlo and three Grand Slams, the third of which came at this year’s US Open. Or someone who has been as high as No. 3 in the Emirates ATP Rankings and, who, in his single-handed backhand, has one of the most devastating shots in the modern game. But it’s an adjective that surely applies to this 31-year-old Swiss with a shy and unassuming nature, who often doesn’t seem too bothered by the trappings of success and fame.

Given a couple of weeks off from the jet-set lifestyle of competing on the ATP World Tour, he likes nothing better than to head home to rural Switzerland and the family farm in St. Barthélemy, a hamlet just a quarter of an hour’s drive from Lausanne. Wawrinka doesn’t actually pick up tools and work the land at every opportunity, but the farmer’s son still knows how to drive a tractor. And because the farm is designed as a centre for people with special needs, it set him up with an understanding of those less fortunate than himself. A childhood on that farm has made a lasting impression on his character. “I learned to always fight hard to achieve what I want,” he once told the New York Times. “In this regard, I was incredibly lucky.”

Wawrinka’s manager, Lawrence Frankopan of StarWing Sports, says his client’s image isn’t that of a superstar, but a man of the people: ‘We adopted ‘Stan the Man’ as a logo.” But there’s nothing ordinary about Wawrinka when he walks on to a tennis court. The barrel-chested Wawrinka looks more like a rugby centre than someone at home on a baseline. But his build, while unusual at the highest level of tennis, has given him great power and endurance on court, and they aren’t bad qualities to have when there are trophies on the line.

With three major titles to his name – after defeating Djokovic in this year’s US Open final – Wawrinka is on a level with Murray (though the pair are some distance behind Federer’s collection of 17 majors, Nadal’s 14 slams or Djokovic’s 12 majors). Across the game, there is great respect for Wawrinka, who, until he lost out to German teenager Alexander Zverev in the late-September showdown for the St. Petersburg title, had been on an astonishing winning streak in finals, with that sequence stopped at 11.

“Stan is a big match player,” Djokovic has said. “He loves to play on the big stage against big players, because that’s when he elevates his level of performance in his game. He just gets much better. He’s a very powerful player with a big serve and probably the best, most effective one-handed backhand in the world right now. He can play it all and has that variety in his game. He can be very dangerous for everybody.”

For years, Wawrinka’s friend and compatriot Federer was regarded as untouchable on the ATP World Tour. Time has, of course, moved on, and so has the sport. But Wawrinka, modest to the core, blushes at suggestions that tennis’ Big Four has become a Famous Five. “I don’t think it’s fair on them to put me in there. They have been there for more than 10 years. They have been winning everything and I think it is just not fair,” he has said. “The Big Four stay the Big Four, like that. I am me.”

Once again, with this the fourth successive season he has qualified among the top eight, Wawrinka will be a contender for the Barclays ATP World Tour Finals. Every previous time he has arrived on the banks of the River Thames, Wawrinka has successfully navigated his way through his group to reach the knock-out stages, though he has never gone beyond the semi-finals. Perhaps this will be the year when the ‘Stanimal’ – who often hits top form at the crucial stage of a tournament – can make his first final in London and then go on to score this title.

Just don’t ever expect him to eulogise about his accomplishments.

“I still feel that my best years are ahead,” said Andy Murray this summer, during a sponsor appearance at the Thruxton race track in Hampshire. History and precedent were against him, because only one man in the modern era – Andre Agassi – has won multiple Grand Slam titles after his 30th birthday. Murray turned 29 in May.

Yet from that moment in early June when he made his claim, standing alongside the WWII aircraft hangars at the side of the track, Murray produced the most dominant sequence of his career. The statistics were extraordinary. Going into next week’s Barclays ATP World Tour Finals, he has lost just three matches since Roland Garros. In a twist that no one would have predicted, he wiped out the 8,035-point lead held by Novak Djokovic at the start of the grass-court season, and on Monday, 7 November moved to No. 1 in the Emirates ATP Rankings.

For a man who had spent the last decade in the slipstream of three even more successful players – in Roger Federer, Rafael Nadal and Djokovic – this was a gratifying and long-awaited moment. “It’s something I never expected to do, never thought I was going to do,” said Murray. “When you’re behind the guys that I was behind, it’s difficult to keep believing, keep working to try to get there. I think that’s the most satisfying thing, because of how good the guys around me have been.”

The magical run started when Murray notched his fifth Queen’s title in June – an achievement that nobody else has matched after more than a century of competition. Then he cantered through Wimbledon, beating Milos Raonic in a one-sided final, and topped the whole thing off with an Olympic gold medal in Rio de Janeiro. Surging through the autumn, he has won his last four tournaments, in Beijing, Shanghai, Vienna and Paris, so taking his portfolio for 2016 to eight titles, which is a personal record for one season.

How do we explain this avalanche of success? Amateur psychologists identified his newfound status as a doting father (of Sophia Olivia, born on 7 February) as a spur for success.

Pure tennisheads, meanwhile, were more inclined to credit Ivan Lendl, the Czech hard case who had overseen the previous blossoming of Murray’s full potential in 2012 and 2013. Had it not been the announcement of Lendl’s return, the day before Queen’s, that set off that extraordinary second half of the season? At the same time, though, don’t we sometimes ascribe too much importance to coaches? Wasn’t there an element of truth behind Murray’s sly comment, in his speech after the Wimbledon final, that Lendl had just been “lucky” in the timing of his return?

After all, it was the player himself who had spent the 2015-16 off-season rebuilding his service action – a key ingredient of his mid-season surge. As a result, Murray was clocked at 141mph during his fourth-round match against Grigor Dimitrov at the US Open, which is believed to be the fastest of his career. Even more crucially, he can regularly approach 100mph on his second delivery, eliminating the one weakness that most of his opponents have targeted over the past decade.

Murray has many strengths as a player but this constant thirst for improvement, even at this mature stage of his career, is a trademark. His mastery of tactics applies not only to patterns of play, but to the way he has constructed his own career. Just look at his bold decision to travel to Spain at the age of 15, where 18 months at the Sanchez-Casal Academy taught him to fend for himself. Or at his pursuit of Lendl. Many players would have shied away from engaging the ruthless taskmaster with the basilisk stare. Murray has done so twice.

The true measure of his progress this year was the sheer consistency that he produced on the ATP World Tour. As Murray said himself: “Getting to No. 1 is about 12 months of work. I have never done that before. In my career, I have had periods where I have been consistent for a few months at a time and then drop-offs. Whereas, this year, barring the month in March, I couldn’t have done much better.”

So what of Murray’s prospects at the Barclays ATP World Tour Finals? As a local who can drive into North Greenwich from his Surrey home in less than an hour, he might be expected to prosper at this tournament. As well as home fans, it offers a rock-and-roll vibe. Yet his record, since the tournament moved to London in 2009, has been curiously intermittent.

There was the great semi-final against Nadal in 2010, which Nadal took 8-6 in the deciding tie-break. And another semi-final against Federer two years later. Otherwise, though, Murray has returned a moderate win-loss record of 11-11, and has also struggled physically at this late stage of the season.

One of Murray’s most memorable moments at the Barclays ATP World Tour Finals came two years ago. He was lounging on his sofa, lost in a round of the Mario Kart video game, when he received a phone call from Chris Kermode, the ATP Executive Chairman and President. Could he sub in for Federer, who had been forced to pull out of his final against Djokovic with back trouble? Murray jumped straight in the car and performed exhibition singles and doubles without asking for payment.

That fine gesture showed Murray’s true colours. Perhaps this will be the year when he claims the giant octagonal cup – that would be a belated reward for the man whose best years could still be ahead of him.

Two years on from gritting his teeth through compulsory military training in Austria, Dominic Thiem is now among the elite eight, who are set to compete on the illuminated blue court, at the Barclays ATP World Tour Finals.

“In 2014, it was difficult for me to have a decent off-season, but last year I watched it and thought the [Barclays ATP World Tour] Finals was so difficult to amass so many [Emirates ATP Rankings] points, to compile so many good results,” Thiem told ATPWorldTour.com. “So to have qualified is a big dream.”

Watch: The Story Of Thiem

The youngest player in the field at The O2 in London is also the first Austrian to compete at the year-end championships since former World No. 1 Thomas Muster, who competed in 1990, 1995-1997.

“I had a very good off season in 2015, then my body got a lot better,” said 23-year-old Thiem. “I think that was very important, and I kept improving my game on the faster surfaces. The first half of the year was really great.” 

Victories over Rafael Nadal on the Buenos Aires clay and Roger Federer on Stuttgart’s grass this year, in addition to reaching the Roland Garros semi-finals (l. to Djokovic) and lifting four ATP World Tour trophies, developed his confidence immeasurably. “For sure beating Nadal was a turning point, overcoming a leading figure in all sports, a special athlete. It was so tough to beat him.”

Under the guidance of Gunter Bresnik, who once coached Boris Becker, Thiem has won 57 matches in 2016 (tied third-best on the ATP World Tour) and later this week he will compete in Group John McEnroe at the Barclays ATP World Tour Finals, alongside Novak Djokovic (0-3 FedEx ATP Head2Head), Milos Raonic (0-1) and fellow debutant Gael Monfils (1-0).

“I’m really lucky to have come to Gunter, aged nine, when he had a lot of experience, and had coached a lot of players,” said Thiem. “It was not really difficult for him to see my weaknesses and for him to try to help me improve my chances every day. I am lucky to be one of his class players and have him put in his experience.

“I want to develop my game and compete for the really big titles. I still have to prove myself in the big tournaments, I am still far off from it. But not too far. The tough times come when you exit tournaments early, or if you don’t practise well. The key is to be patient.”

INFOSYS ATP SCORES & STATS – 2015 & 2016 SEASON COMPARISON

Thiem played 15 more matches this season (79) than in 2015 (64), when he finished at a year-end No. 20 in the Emirates ATP Rankings. Infosys ATP Scores & Stats indicates that World No. 9 Thiem has made major improvements in return categories – particularly on break points converted and return games won.

Roger Federer, Juan Martin del Potro and Bob Bryan and Mike Bryan have been honoured in the 2016 ATP World Tour Awards presented by Moët & Chandon. While the ATP World Tour No. 1 presented by Emirates award is still to be decided in singles between Andy Murray and Novak Djokovic and in doubles between Pierre-Hugues Herbert/Nicolas Mahut and Jamie Murray/Bruno Soares, the other award winners have been announced today.

Federer has been selected by fellow players as winner of the Stefan Edberg Sportsmanship Award for a 12th time and by fans as the ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon for a 14th straight year. Since 2003, Federer has won a record total of 33 ATP World Tour Awards.

The Bryan brothers also extend their reign in the doubles category for ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon to a record 12th straight year.

Visit the official ATP World Tour Awards section

Juan Martin del Potro reclaims honours in the player-voted Comeback Player of the Year category, joining Sergi Bruguera and Tommy Haas as the only individuals to win this award twice. Lucas Pouille has been voted as the Most Improved Player of the Year, edging fellow nominees Daniel Evans, Dominic Thiem and Alexander Zverev, the recipient of last year’s ATP Star of Tomorrow Award presented by Emirates. American Taylor Fritz, 19, succeeds Zverev in this category this season as the youngest player ranked in the Top 100 of the Emirates ATP Rankings.

Marin Cilic has been honoured with the Arthur Ashe Humanitarian Award for off-court philanthropy through his foundation, which supports educational projects and aspires to give young people improved access to education.

Magnus Norman, Stan Wawrinka’s coach, has been chosen by his peers as the winner of the first ATP Coach of the Year Award, which honours the coach who helped guide his player to a higher level of performance during the season.

The trophy ceremonies for the 2016 ATP World Tour Awards presented by Moët & Chandon will take place during the Barclays ATP World Tour Finals Official Launch on Thursday night.

Mike Dickson from the Daily Mail is the recipient of the Ron Bookman Media Excellence Award while the ATP Tournament of the Year awards will be announced in 2017.

2016 ATP World Tour Awards presented by Moët & Chandon

ATP World Tour No. 1 presented by Emirates
(determined by Emirates ATP Rankings)
Andy Murray and Novak Djokovic will battle for the year-end No. 1 Emirates ATP Ranking at the Barclays ATP World Tour Finals. Murray rose to the top spot for the first time on Monday after winning his tour-best eighth title of the season, becoming the 26th player in history to be ranked World No. 1. Djokovic has clinched this award four times and this week looks to win his eighth title of the season and sixth at the season finale.

ATP World Tour No. 1 Doubles Team presented by Emirates
(determined by Emirates ATP Doubles Team Rankings)
A new team will win this award, with Frenchman Pierre-Hugues Herbert & Nicolas Mahut taking a slim lead over Jamie Murray & Bruno Soares into the Barclays ATP World Tour Finals. Herbert & Mahut have won five titles this season, including Wimbledon and three ATP World Tour Masters 1000 titles, while Murray & Soares claimed a pair of Grand Slam titles at the Australian Open and US Open.

ATP Star of Tomorrow Award presented by Emirates
(determined by Emirates ATP Rankings)
Taylor Fritz: This category in its fourth year, replacing the player-voted Newcomer of the Year, is awarded to the youngest player in the Top 100 of Emirates ATP Rankings as of 7 November. Fritz, who celebrated his 19th birthday at the end of the October, became the youngest ATP finalist since 2008 when he finished runner-up at the Memphis Open. The California native won 15 tour-level matches and reached a career-high No. 53 in the Emirates ATP Rankings in August. Two other contenders in this category, 18-year-old Frances Tiafoe and 20-year-old Jared Donaldson, finished behind their countryman at No. 102 and No. 108 in the Emirates ATP Rankings.

Comeback Player of the Year
(voted by ATP players)
Juan Martin del Potro: The 28-year-old Argentine was previously voted by his peers as the Comeback Player of the Year in 2011 following a successful return from right wrist surgery. He finished back in the Top 10 in 2013, only to be sidelined again – this time by a left wrist injury requiring multiple surgeries. Outside the Top 1000 of the Emirates ATP Rankings early in 2016, del Potro made his return in February with a semi-final effort at the Delray Beach Open and rose to No. 38 by November with a 30-match win effort. Among his season highlights, del Potro beat then-No. 1 Novak Djokovic and Rafael Nadal en route to a silver medal at the Rio Olympics, made the quarter-finals of the US Open and won his first tour-level title since 2014 at the If Stockholm Open, securing his return to the Top 50. Julien Benneteau, Ivo Karlovic and Florian Mayer were also nominated in this category. Read More

Most Improved Player of the Year
(voted by ATP players)
Lucas Pouille: The 22-year-old Frenchman continued his steady improvement in his fifth professional season, climbing from a No. 91 Emirates ATP Ranking in February to a career-high No. 15 by the end of 2016. Pouille clinched his first ATP World Tour title in September at the Moselle Open, five months after reaching his first tour-level final at the BRD Nastase Tiriac Trophy in Bucharest. In between, he reached consecutive Grand Slam quarter-finals at Wimbledon and the US Open and an ATP World Tour Masters 1000 semi-final at the Internazionali BNL d’Italia in Rome. Pouille compiled a 34-22 match record, nearly tripling his match wins total from last season (12-14). Read More

Stefan Edberg Sportsmanship Award
(voted by ATP players)
Roger Federer: Fellow players voted the Swiss as the winner of the Stefan Edberg Sportsmanship Award for the 12th time and sixth year in a row. He also won the award six straight years from 2004-09. Andy Murray, 2010 winner Rafael Nadal and Stan Wawrinka were also nominated in this category.

Arthur Ashe Humanitarian of the Year
(awarded by ATP)
Marin Cilic: The Croatian established the Marin Cilic Foundation this year. With a goal of supporting educational projects around the world, the foundation has a special emphasis on giving youth in Croatia improved access to school and university education. “The main focus is to try to help kids as much as we can,” Cilic said upon the Foundation’s formal launch in June. “I want to give something back and also give some opportunities for some people and some kids that don’t have as many possibilities to pursue their dreams.”

ATP Coach of the Year
(voted by ATP coaches)
Magnus Norman: Stan Wawrinka’s coach since 2013, the 40-year-old Swede won in this new category over fellow nominees Gunter Bresnik (Dominic Thiem), Ivan Lendl (Andy Murray), Emmanuel Planque (Lucas Pouille) and Mikael Tillstrom (Gael Monfils). Norman, a former World No. 2 and winner of 12 ATP World Tour titles, guided Wawrinka back to a No. 3 Emirates ATP Ranking and four titles, including his third Grand Slam title at the US Open.

ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon (Singles)
(voted by fans)
Roger Federer: The 35-year-old Swiss has been voted ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon for a record 14th straight year, receiving 56 per cent of all votes cast. Andy Murray finished second, followed by Rafael Nadal, Novak Djokovic and Kei Nishikori.

ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon (Doubles)
(voted by fans)
Bob Bryan and Mike Bryan: The 38-year-old American twins received 25 per cent of votes to be named the ATPWorldTour.com Fans’ Favourite presented by Moët & Chandon for a record 12th time, edging Jamie Murray & Bruno Soares. Spaniards Feliciano Lopez & Marc Lopez, Frenchmen Pierre-Hugues Herbert & Nicolas Mahut and the Canadian-American duo of Vasek Pospisil & Jack Sock rounded out the top five.

Ron Bookman Media Excellence Award
(awarded by ATP)
Mike Dickson: Dickson has been a tennis correspondent for nearly two decades with the Daily Mail, which has the most visited newspaper website in the world. He has also covered golf, football, rowing and four Olympics Games, and served as the chief cricket writer for nine years. He came up to ‘Fleet Street’ via working as a general news reporter on local newspapers and local radio.

This has been a good year for the man who styles himself “the CEO of Milos Raonic Tennis” (for those who aren’t aware, that’s the Wimbledon finalist himself). In addition to a wicked serve and blistering forehand, this chief executive officer has also brought some idiosyncrasies to the task.

That was most evident with the sleeve he had on his right arm for a couple of years – he first wore that at the ATP World Tour Masters 1000 tournament in Indian Wells in 2014 to protect a heat rash, and he then didn’t take it off until this season’s European clay-court swing. And he has since appeared to be just fine without it. Something new that he believes could be helping him – and this is highly unusual for a non-contact sport – is a gum shield. “The mouth guard has been there since the beginning of this year,” he has said. “I struggled with my back last year for about six months and it cut my season short. So I ventured to see what I could do to deal with that pain. Maybe I won’t be able to solve my back issue completely, but at least I can keep it under wraps. The mouth guard is a way of aligning my spine.”

Away from the courts, Raonic has been enhancing his status as the renaissance man of the ATP World Tour by indulging his passion for art. He visited Chinese artist Ai Weiwei’s installation while in Melbourne, has acquainted himself with pop artists such as the late Andy Warhol and is a keen student of prominent names in American art circles such as Rashid Johnson, Jeff Elrod and Dan Colen.

Much of this has been done alongside his girlfriend Danielle Knudson, a model based in New York. They share a Canadian citizenship – he is from the Toronto suburb of Thornhill while she is originally from the western Canadian city of Red Deer, Alberta.

While resident in Monte-Carlo, Raonic spends a lot of time in Manhattan with Knudson. That allows him to follow his other sporting passion – basketball. A fan of the Toronto Raptors and the Oklahoma City Thunder – at least until superstar Kevin Durant left the team as a free agent last summer – Raonic participated in the 2016 NBA All-Star weekend celebrity game in Toronto. He memorably ‘dunked’ – something that became a social media hit – while playing for a team that included fellow Canadian player Eugenie Bouchard and that was coached by hometown music mogul Drake.

Throughout his career Raonic has been a driven individual – carefully minding the minutiae of his profession whether it be his diet (including being a teetotaler), training regimes, equipment or coaching arrangements to try to maximise his ability as a player.

The latter was never more obvious than when he brought John McEnroe on board as a consultant during this year’s grass-court swing. That collaboration, as well as his other coaches Riccardo Piatti and Carlos Moya, helped Raonic to reach his first Grand Slam final when he was the runner-up to Andy Murray at Wimbledon.

“I take everybody’s consultations very personally,” he said. “I know everybody I have around me wants to help me to the fullest. I’ve looked to other people to try to get the most out of me. That would be my biggest regret if I didn’t do everything I could.”

Notable in the evolution of Raonic’s tennis in 2016 were his improved movement and a quantum leap in his volleying. Few players have ever improved their net play so dramatically when in the middle of their careers. That, combined with his awesome serve and pulverising forehand, enabled him to finish points more quickly, which is smart strategy for someone whose physique – he is 6′ 5” – isn’t best-suited to long, baseline battles of attrition.

Raonic, who aspires to becoming the World No. 1 in the Emirates ATP Rankings, got off to an inspired start in 2016 by beating Roger Federer in the Brisbane final. He carried that form into the Australian Open where he had a two-sets-to-one lead on Murray in the semi-finals before a right adductor problem scuttled his chances.

Other highlights this year have included reaching the finals of the ATP World Tour Masters 1000 event in Indian Wells, The Queen’s Club and Wimbledon. This has been a comeback year for Raonic, who last season suffered from a painful nerve condition in his foot, as well as back spasms, and who didn’t make the cut for the 2015 Barclays ATP World Tour Finals.

“That slip in the rankings was hard to accept and also very motivating,” he has said. Raonic knows that, if he is to ever become the World No. 1, he will have to play great tennis for 30 weeks of the year. That won’t be easy. But that’s not going to stop him from trying. Or innovating.