The official Olympic creed says it’s not the winning that counts but the taking part. Try telling that to the elite professional athletes and their coaches who have dedicated their lives to the quest for a gold medal.

With the London games now fewer than 100 days away HARDtalk’s Stephen Sackur speaks to Peter Keen, Performance Director for UK Sport. In Beijing four years ago, his strategies helped deliver a record medal haul for team GB - in London the aim is to do even better.

But has the cult of winning gone too far?