• Loading stock data...
Wednesday, July 30, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

The Family Business of Free Diving

Alexey Molchanov-Instagram/Design: Alex Brooks

When Alexey Molchanov dove into Lake Baikal in southern Siberia after walking on its one-meter thick ice, he wasn’t doing it to see how long he could last in the cold.

The champion free diver broke the world record for the deepest free dive under ice with fins; he now has 20 world records to his name.

Diving is a family tradition for Molchanov, whose mother, Natalia, set 41 of her own world records and won 23 world championship titles. In all of her glory, Natalia Molchanov never sought sponsorship but rather taught others how to dive. She became the only woman in free diving’s history to break the 100-meter barrier in 2013. Two years later, she did not resurface during a recreational dive in Ibiza and was never found.

Alexey kept his mom’s teachings alive  and started manufacturing free diving gear under the Molchanovs brand. It includes three different apparel collections, top-of-the-line wetsuits, flippers, and other items. Molchanovs also offers free diving certifications, and Alexey heads the Russian Free Diving Federation.

To this day, Natalia’s son and curriculums across Russia and Eastern Europe still use her techniques and knowledge on the sport.

“Free divers like exploring their physical and mental limits,” said German champion Anna von Boetticher. “We like challenging ourselves. We are full of curiosity in what we can do, what else we can experience, and cold water is a very intense experience.”

A 2019 report estimated that the equipment market for free diving’s sister sport, scuba diving, would grow to $1.38 billion by 2022.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

University of Iowa Hit with Title IX Lawsuit

Members of the University of Iowa women’s swimming and diving team filed a Title IX lawsuit in a attempt to save the sport from budget cuts.

Featured Today

Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
HAPPY GILMORE 2. BTS - (L to R) Adam Sandler as Happy Gilmore and Rory McIlroy as himself on the set of Happy Gilmore2.
July 26, 2025

‘Cool As Hell’: How ‘Happy Gilmore 2’ Hooked Golf’s Top Stars

The process was “cool as hell,” Adam Sandler tells FOS.
Jun 13, 2018; Moscow, Russia; A general view of a beer stand inside of Luschniki Stadium one day prior to the start of the FIFA World Cup 2018.

Saudi Arabia Says No Alcohol at 2034 World Cup

Saudi Arabia won’t allow alcohol anywhere during the 2034 World Cup.
August 30, 2024

Premier League Transfer Spending Has Already Topped $2 Billion As Deadline Looms

Saudi Pro League teams haven’t yet matched their English counterparts.
January 13, 2025

Gavin Newsom Reveals Status of 2028 Olympics As Los Angeles Wildfires Roar

Gavin Newsom says there’s a “Marshall Plan” to rebuild Los Angeles.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’