It might not be enough for a medal but Great Britain's Andrew Musgrave is going well and is on course to beat USA's John Steel Hagenbuch as the best performing shirtless athlete as things stand.
'We showed the fire we have as a team'published at 11:20 GMT 13 February
11:20 GMT 13 February
Curling - GB men 7-9 Italy
Image source, Getty Images
Great Britain's Bobby Lammie spoke to BBC Sport after defeat by Italy: "It's disappointing any time we lose, we are looking to win all of our games but it was unfortunate in the first end.
"We showed the fire we have as a team and came back at them. We made it hard work for them, which was our goal after that four. We nearly got there."
How are you able to 'forgive' one another and move forward? "It's something we've got better at over the years, maturing and getting used to each other. If we get annoyed at each other, it doesn't help the person making the next shot. Put it in the back of your mind and moving forward."
GB team-mate Hammy McMillan added: "We're gutted. As a team, we played a good first end but, unfortunately, we lost.
"We had to make sure we dug deep and we know what we're capable of. We played nine really good ends and controlled it from there, we just couldn't do enough."
On the loud Italian fans: "It's pretty surreal, it's not your typical curling crowd, it's more like a football crowd where they are chanting all of the time. It's fun, amazing and it's going to be like that all week so we have to get used to it and enjoy it."
We have our first finisher at the Tesero Cross-Country Stadium - and it is the first starter Paul Constantin Pepene of Romania who clocks 23 minutes 4.9 seconds to set the very early pace.
But with some of the leading medal contenders including Norway's history-chasing Johannes Hosflot Klaebo very early in their race and plenty of competitors still to start, there will be plenty of change over the next while.
The sun is out, which means sunglasses are the order of the day, and we've also seen a couple of competitors - including Britain's Andrew Musgrave - opting not to wear anything under their competition bibs... brave?
Get Involved - send us your questions!published at 11:05 GMT 13 February
11:05 GMT 13 February
Plenty of snowboarding action at Livigno Snow Park today and this evening - and our commentators Ed Leigh and Tim Warwood want your questions.
Whether it's snowboard cross - featuring Britain's Charlotte Bankes this lunchtime - or the halfpipe later on, where Australia's Scotty James bids to win a long-awaited Olympic gold, we'd love to hear from you if you've got something to ask.
You might have questions around how the events work, how the judges score, or simply names of tricks - but now is the time to ask!
They'll answer some of them on BBC TV when the events get under way.
You can get in touch by clicking the 'Get Involved' tab at the top of this page!
GB still in strong spotpublished at 11:01 GMT 13 February
11:01 GMT 13 February
Curling - GB men 7-9 Italy
Richard Winton BBC Sport Scotland in Cortina
No reason for alarm for the Team GB rink. Frankly, it's astonishing that they even took this match to a final end given they were 5-1 down after three.
Seven wins from the nine round-robin matches will guarantee a place in the semi-finals - fewer may well still be sufficient - so Mouat's rink are still in a strong spot.
GB's women are next on the ice, playing their their second match against South Korea at 13:05 GMT. The men will return to the rink on Saturday, when they face Czech Republic, also at 13:05.
The reason that Italy kept the hammer was simply that Team GB had won the previous end. It doesn't alternate from end to end, if you win an end, the other team gets the hammer in the next.
Italy also kept the hammer after blanking the sixth end because Great Britain had won the end prior.
Overall, the Italians had the hammer for six of the 10 ends - but, ultimately, it was taking four against the hammer right at the start that proved the difference.
Vicky Wright Olympic gold medallist curler on BBC Two
It was a great performance from GB.
After going down in the first end 4-0, they fought back really hard to get into this game. They were the best team on the back half after losing that four.
They can hold their heads high, knowing they did their best to get back into it.
This will not affect them. Their overall performance was good.
Andrew Musgrave claimed Britain's best-ever finish in Olympic cross-country when he was seventh in the skiathlon in 2018
Although Klaebo will be a red-hot favourite for gold, there are silver and bronze medals to be raced for as well.
French pair Mathis Desloges and Hugo Lapalus will be hoping to be in contention along with Klaebo's team-mates Harald Oestberg Amundsen and Martin Loewstroem Nyenget.
British hopes are led by five-time Olympian Andrew Musgrave who will be joined by Joe Davies and Andrew Clugnet.
Davies finished sixth in the 10km mass start World Cup race in Val di Fiemme at the start of last month with Musgrave in eighth marking the first time GB have had two skiers finish in the top 10 of a World Cup event. In that race Klaebo could only finish 12th.
Will this be another medal for
the collection of Norway megastar Johannes Hosflot Klaebo?
Klaebo has already won
gold in the sprint classic and the 10km &10km skiathlon event and will be
going for a third Milan-Cortina title.
Victory which would see him tie
the all-time Winter Olympic record of eight golds, held jointly by a trio of his compatriots - cross country skiers Bjorn Dahlie and
Marit Bjoergen and biathlete Ole Einar Bjorndalen.
In this race, which starts at 10:45, competitors have a staggered
start at 30-second intervals and it is essentially a time trial, with the
athlete that posts the fastest time winning gold.
KIaebo will be the 44th of 113 starters and will embark on his bid for glory at 11:07.
Watching the womens snowboard cross before I go to work, very impressed. Going to try to sneakily watch Amelia Coltman in the skeleton later while at work as she's my cousin's cousin.
GB level with one end to go...published at 10:30 GMT 13 February
10:30 GMT 13 February
Curling - GB men 7-7 Italy
Richard Winton BBC Sport Scotland in Cortina
OOOHH, a mistake by the Italians and Team GB steal one to haul themselves back level with one end to go. Given they were 5-1 down after three, that's some effort. Italy will keep the hammer - but can the Scottish quartet stop them scoring?
It felt harsh, Geoff, but everyone knows the format going in - and those high-pressure matches are what it is all about at an Olympic Games.
It's what we all want to see. Well, if your side comes out on top anyway.
And you never know, it might work out in Team GB's favour in the men's and/or women's events - finish fourth in the round robin and leave with a medal? No doubt, Bruce Mouat and Jen Dodds would prefer it that way around!
Why does curling have semis and final after the round robin? In mixed doubles, the RR top 4 were GB, Italy, USA, Sweden but medals went Sweden, USA, Italy and GB got nothing despite beating the 3 medallists in the RR. Does not seem fair!