If Frederick Richard wants to make men's gymnastics fun, he knows winning has to be part of the plan

PHOENIX (AP) — The CEO and founder of Frederick Flips is a busy man. So busy it’s easy to wonder sometimes how interested Fred Richard is in keeping the main thing the main thing. The underlying tone of the social media content the 22-year-old gymnast and the rest of his five-man business team produce for Richard’s growing legion of followers gives off the vibe of someone who doesn’t take himself — or his sport — too seriously.

The athlete who has made it his mission to bring gymnastics to a new audience knows making it seem like fun is a vital part of that process. And any questions about how invested Richard is in this whole thing were answered Saturday night, when he became the second Black gymnast to win a men’s all-around title. Richard pulled away from Shane Wiskus and Danila Leykin with six polished and professional routines, offering tangible proof that underneath goofing around on TikTok, his plan to be the face of the men’s Olympic program in Los Angeles in two years is very much in full swing.

“Winning matters to show that your process is working,” Richard said late Saturday. Making a statement in more ways than one That’s even if Richard’s process can sometimes be at odds with the norms of a sport that has looked a certain way since long before the Massachusetts native was born. When Richard saluted the judges this weekend, he did it while wearing a uniform that ran afoul of the rules.

And we’re not talking about the singlet that featured his trademark across his chest. Rather than don stirrup pants — long the de facto uniform on events like pommel horse — Richard opted for shorts with white compression leggings underneath. It’s something he began experimenting with during the later stages of his college career at Michigan, and one he has no plans of abandoning in domestic events even if it means receiving a three-tenths neutral deduction each time.

On Thursday night, that meant his lead over Leykin was slimmer than it had to be. That didn’t stop Richard from taking the same deduction at the start of the competition on Saturday, admitting he was more than willing to potentially jeopardize his shot at a national title to make a statement. “I told you I’d laugh if that happens,” Richard said.

He put together an energetic and confident performance to win by more than two …