Win at all costs: who pays the price?

With British Cycling under pressure over accusations of bullying, sexism and sharp practice, is it time to reassess the way we treat the stars of tomorrow and strive to create a less ruthless sporting culture?

“Better never stops”… “Win at all costs”… “Marginal gains” — all phrases that have been bandied around to highlight the change in culture that has transformed British sport over the last 20 years.

Whereas once we were the hapless underdogs — with standard-bearers like Eddie ‘the Eagle’ Edwards — we now have a firm seat at the pointy end of the Olympic and Paralympic medal tables.

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