At the Winter Olympics in Cortina d’Ampezzo, Team Brad Jacobs has integrated the use of smelling salts into their pre-game preparation to enhance performance, particularly after they noticed a dip in energy levels during night games last fall. Lead Ben Hebert shared that the idea originated after he observed other sports teams, like those in the NFL and NHL, using them to boost alertness and energy. His wife's online discovery of smelling salts has since become a part of their routine, leading to a shared team experience amid laughter and camaraderie as they prepare for their matches.

The team consists of Jacobs, Hebert, Marc Kennedy, and Brett Gallant, who, after adopting this quirky ritual, achieved success by winning the Olympic Trials in November and are now competing for Canada in the ongoing Milan Cortina Games. Jacobs described the experience of using the salts, highlighting not just the physical reaction it provokes—like tearing up and a rush of alertness—but also how it fosters team bonding. This approach, according to Jacobs, has turned a simple pre-game task into a motivational exercise that strengthens their team dynamics.

As Team Brad Jacobs continues their journey in the Olympics, they currently hold a 2-0 victory record in round-robin play, showcasing both their talent and commitment to innovation in their game strategy. The incorporation of the salts is a testament to how athletes actively seek ways to enhance performance and energy levels, adapting practices from various sports to fit their unique team culture, ultimately aiming for Olympic success.