First there is a video welcome from David Beckham and some of Britain’s greatest Olympians. Next comes a coffee made by a national barista champion. And then the serious business begins: creating a culture that Team GB’s chiefs believe will again be their “super strength” at these Paris Olympics.
This is the journey on which every one of Britain’s 327 athletes at these Games embarks when they arrive at the athletes’ village, with support staff working around the clock to ensure athletes from 24 sports become a unified GB team.
There are good‑luck messages from family and friends that are left on athletes’ beds. As well as a Nintendo Switch, pool table, dartboard, board games and a Polaroid camera to take impromptu shots for when athletes are bored. Meanwhile to ensure athletes keep cool, Team GB has spent £70,000 on an air‑conditioning system.
“When the athletes step into the village, everything’s taken care of so they’re able to thrive when it comes to competition,” the Team GB chef de mission, Mark England, says. “All of these things bring athletes together. It’s our cultural piece that we absolutely think is our super strength and something that is really special.”
But the real magic comes, England insists, as soon as the athletes step through the door and hear a video message from some of the country’s biggest names.
“You’ve sacrificed, endured and pushed beyond what you once thought possible,” Sir Chris Hoy tells them. “Every drop of sweat, every aching muscle, every early morning, every late night has led you here to this moment. The training is done, trust in your preparation and know you are ready. Know that we are with you as supporters, as friends, as teammates, from the starting gun to the final roar.
“This is your time, your stage, your Olympics. So go out there and give it everything.”
Beckham, meanwhile, prefers to keep it light. “Hi Team GB, it’s David here,” the former England and Manchester United star says. “I wanted to wish you all good luck ahead of the Games in Paris. I know how hard you have all worked to get here and I can’t wait to watch and I’m sure you are all so excited. So good luck and enjoy it.”
As the video plays, the athletes can see a message on the wall of their lounge reminding them to close the toilet seat before flushing, stay hydrated and ventilation is important: “Be Safe, Be Smart, Protect the Team.”
That message is then reinforced by Team GB’s chief medical officer, Charlotte Cowie, who tells them that vigilance is important given the constant fear of infections and Covid incidents in the village. But she assures them there are mental health leads, psychologists, doctors and physios ready to help.
After that every Team GB athlete goes through a special presentation, where they are given a pendant with lions and rings that reflect the number of Games they have attended, while members of staff get a bracelet.
Athletes also get a tracksuit and a special Team GB handbook that promotes Britain’s most prominent Olympians – starting with Louis Bruce, the wrestler who is the first known Black athlete to represent Great Britain at an Olympic Games – and ends with blank pages for them to write their own story.
“It’s a keepsake and it talks about the Great Britain Olympic team and its legacy,” England says. “It also has a picture showing an unbreakable chain of athletes from 1896 to the present day. It’s about reminding everyone they are part of a unique group of 6,500 individuals to represent Team GB.”
One innovation for these Games has been the addition of a full‑time coffee expert, Joanne Osborne from Worcester, who was crowned UK Costa Coffee’s barista of the year in April 2024. Again, the idea is to encourage athletes to mingle and relax. “Obviously it helps to fuel athletes and support staff,” says England. “But it then creates a sense of community.”
For all the soft messaging about culture, however, there is also the serious business of winning medals. To that end, England confirms that Team GB athletes will have to leave within 48 hours of their last event so their partying does not disrupt those still yet to compete.
And a message to athletes from the comedian Rob Beckett is a sharper reminder of why they are in Paris. “Go and smash it up, do not come home unless you’ve got the gold, or silver and bronze or personal best or just whatever really,” he says. “Either way, do really well and enjoy yourselves.”
