Olympics 2012: Performance analysis and software powering Team GB
Modern athletes do not just have coaches, they have performance analysts too - a profession hardly heard of 20 years ago.
Their tools are high-speed cameras, and software products like Quintic and Dartfish, two of the off-the-shelf programs used widely by Team GB athletes.
Stafford Murray heads a team of 25 performance analysts at the English Institute of Sport, at Sport City in Manchester, where they train people in a vast array of sports disciplines.
He explained to the BBC how the use of Quintic and Dartfish could make the difference between "medal and no medal".
Video Journalist: Dougal Shaw