Winter Olympics Can Show Britain How to Start Winning Again
Thursday 19 February 2026 5:31 am | Updated: Wednesday 18 February 2026 1:38 pm
By: John Oxley
CORTINA D'AMPEZZO, ITALY - FEBRUARY 15: Tabitha Stoecker and Matt Weston of Team Great Britain celebrate winning the gold medals after competing in the Skeleton Mixed Team on day nine of the Milano Cortina 2026 Winter Olympic games at Cortina Sliding Centre on February 15, 2026 in Cortina d'Ampezzo, Italy. (Photo by Al Bello/Getty Images)
Britain's remarkable success in the Winter Olympics serves as a powerful corrective to pervasive narratives about national decline, offering valuable lessons that could be applied to funding and improving public services, according to political commentator John Oxley.
Countering Decline with Sporting Triumphs
Narratives of Britain's decline are widespread, pointing to stalling economic growth, insufficient housing construction, and overwhelmed public services as indicators of the country's struggles. However, a compelling counter-narrative emerged over the weekend, showcasing Britain's rise as a powerhouse in elite sports.
By the 1990s, Britain had become an Olympic backwater, managing only one bronze medal at the Nagano Winter Olympics. In stark contrast, on a recent Sunday, the nation celebrated two gold medals in a single day. Similarly, performance in the summer games has transformed dramatically, from just one gold in 1996 to a dominant 27 golds in 2016, securing second place in the medal table.
This miraculous turnaround was no accident and may offer insights into how other aspects of the nation can be improved.
The Decision to Invest and Succeed
A key factor in this transformation was the decision to address the problem. Then Prime Minister John Major recognized the need to re-establish Britain as a sporting nation. This vision coincided with the opportunity presented by The National Lottery, which allowed for funding allocation without the political costs associated with direct state expenditure.
That initial decision is now paying off with gold medals, as funding for elite sport has increased more than tenfold since the early 1990s. However, as seen in other services, it is not merely about money but how it is utilized that matters.
Clarity of Mission and Strategic Focus
The UK Sport system has benefited from elements often missing in other state sectors, which may explain why athletes are succeeding where others falter. The first is clarity of mission: the elite sports programme is singularly focused on winning Olympic medals. Every action is evaluated solely against this goal, avoiding distractions like broadening grassroots participation, social mobility, or environmental impact that could dilute organisational purpose.
While public programmes often become bogged down trying to satisfy every stakeholder, Team GB maintains a laser-like focus on one aim.
Strategic Allocation and Ruthless Execution
The programme also excels by directing funds where they will make the most significant difference. Britain's Olympic strategy is carefully calibrated around sports where funding models and national characteristics provide an advantage. In summer games, targets include cycling and rowing, where there is a strong pedigree and technology can offer an edge. Similarly, in winter sports, efforts avoid competing with nations like Norway in cross-country skiing, instead focusing on sliding sports that can be trained for without cold weather.
This approach is combined with a ruthless focus on delivering returns. Money allocation is devoid of sentimentality: deliver wins, and funding continues; fail at major events, and it is reduced. This ensures a relentless focus on results, best practices, and honest feedback. Sports that underperform, such as gymnastics in the 2000s, are forced to reassess their methods, leaving no room for complacency or tolerance of underperformance.
Lessons for Public Services
Of course, achieving Olympic victories is fundamentally different from managing healthcare, benefits, or education. The process is narrowly focused, small in scale, and ingeniously funded outside of taxes. Yet, the development of this programme has avoided many pitfalls seen elsewhere in the system. It boasts a clear, singular purpose, allocates funds for maximum leverage, and demands excellence. The system is entrepreneurial in spirit and ruthless in execution, and most importantly, it works.
The image of Matt Weston with two gold medals around his neck should give pause to declinists. Britain has not lost the capacity to plan, prioritise, and deliver; it has simply chosen not to apply these disciplines in other areas. If the goal is to achieve more golds beyond the podium, the formula is already established: clarity, commitment, and consequences.
John Oxley is a political commentator.
