A sport management company has big plans to turn a well-known name into a household brand

Rob Woodhouse, one of the owners of the sport management company Elite Sports Properties, has a dream for his star client, swimmer Susie O'Neill. He wants to turn her into the Australian equivalent of Martha Stewart, an American arts-and-craft specialist who has built a multimedia empire spanning television and radio shows, a syndicated newspaper advice column, books, videos, a mail-order business and myriad products. Coming to a store near you: Susie O'Neill cooking utensils, towels, bed linen and crockery.