“THERE ARE TWO THINGS THAT MAKE YOU CHANGE YOUR BEHAVIOUR, AS AN INDIVIDUAL OR A SPORTSMAN SEEKING TO ACHIEVE A NEW LEVEL. THE SUFFERING HAS TO BE ENOUGH OR THE REWARD HAS TO BE ENOUGH. IF EITHER OF THOSE AREN’T BIG ENOUGH, YOU’RE NOT GOING TO CHANGE AND YOU WILL KEEP ON DOING WHAT YOU’VE BEEN DOING. THAT’S EXACTLY THE SAME IF YOU ARE TRYING TO LOSE WEIGHT OR WIN THE TOUR DE FRANCE.” — DAVE BRAILSFORD, HEAD OF TEAM SKY