Britain takes on Australia in the women’s semifinals, 2010 Commonwealth Games; far left, Laura Massaro, the British number two

For sports with Olympic status, London 2012 is the golden ticket. Now is the time to increase profile, participation and commercial partnerships. A medal or notable contender, even a memorable cock-up (no one forgets Eddie the Eagle) may establish a sport in the public mind for years to come.

Spare a thought, then, for squash. After failing to join the Olympic family in each of the last two bidding rounds, the game will remain untouched by the 2012 stardust.

“It’s really disappointing not to be part of the countdown,” says Laura Massaro, national women’s champion. She is also the US Open Champion—this is a sport we’re actually good at. England has two players in both the men’s and women’s top five world rankings: our lost Olympic medallists.

According to Sport England,