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Contributors All authors contributed equally to the inception, thinking and writing for this editorial.
Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.
Competing interests TJG works as a consultant to several high performance organisations, including sporting teams, industry, military and higher education institutions. Both authors serve in a voluntary capacity as Senior Associate Editors of BJSM.
Patient consent Not required.
Provenance and peer review Not commissioned; externally peer reviewed.