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Claim to fame: Trendsetting skateboard practitioner.
What he's done for us lately: He recently opened Olliewood Skate Park in Hollywood, parlaying his international rep as a skateboarder into a business. This is no ordinary glide jockey. Gelfand is one of the originators of the sport, the inventor 30 years ago of a technique that has become known worldwide as "the ollie." The Oxford English Dictionary recently included ollie -- "a jump executed by pressing the foot down on the tail of the board to rebound the deck off the ground" -- in its OED Online.
What it takes: "A lot of drive. I'm a little bit hyper. Creative people think different from everybody else. When I was little, I wasn't into team sports. I made rules for myself. That's what puts you ahead of the crowd."