As the London Olympics draw near, the Canadian hunger for medals is becoming ravenous. The Own the Podium mentality of Vancouver 2010 exposed a passion for gold in a country that used to assert, if only half-heartedly, that just doing your best was good enough.

So with all this butt-kicking swagger redefining the national character, it may seem strange that a large swath of Canadian sport is deliberately moving away from the winning-is-everything philosophy.

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