Michael Bloom, in Los Angeles, and later worked for HBO in New York before returning to the West Coast to join a dot-com start-up called ALFY, a Web site for kids.

NEWYORKER: Streaming Dreams

"There's never been an athlete whose been as well-positioned to leverage his success in the Olympic games as Michael Phelps, " says Howard Bloom, who teach sports management at Ottawa's Algonquin College and has worked with several Olympic athletes.

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