BEIJING, China - While Usain Bolt is holding court in front of 20 TV cameras, Ricky Simms sits at the back of the darkened bar, his eyes darting around the room.

In the shadows: Ricky Simms is working 9-to-5 at the Olympics, 20 hours a day, that is.

He's the figure standing in the shadows, the man behind the man: Usain Bolt's manager since 2003. He can't help but smile when talk of cashing in on Bolt's current superstardom.

"It's certainly true, now is the time to strike when the iron is hot," he says while triple gold-medlaist Bolt languidly replies to another question from the floor about his Olympic performances.

Simms is not quite Tom Cruise's character in "Jerry Maguire," although the haircut is similar. The young media-savvy Irishman who has a background in sports coaching and management, prefers to think of himself more as an Alex Ferguson-type of person. One, that like the Manchester United manger, nurtures the talent and looks after their well-being as well as showing them the money.

"Athletics managers are quite different to football managers, as well as maximizing their earning potential we also look after the day-to-day stuff, like where he stays, how he travels."

Taking care of Bolt's business has almost become a full-time occupation since the world record-breaking performances.

"He's the man of the moment," he says, "but it's important that I look after our other clients, too, put my arm round the ones that haven't done so well and say, 'hey, next time.'"

With around 30 athletes on his company's books, keeping everyone happy and making sure that he can put that comforting arm around all his charges has almost been an event of Olympian proportions.

His days have started around 9 a.m. and finished at about 5 a.m. the next morning.

"It's been hectic, after the events the athletes go through the mixer; they go through drug testing and I'd have to accompany them through that and take them back to the village. With Usain there's a lot of media hype and everywhere he steps out there's 20 people [who] jump on him looking for autographs. As well as meetings, I have to take athletes to their sponsors."

As the press conference ends and the music is cranked up, Simms jumps out of his seat. "Is Usain dancing?" he asks. With that he was off to make sure his golden boy was doing the right thing and will continue to do so.