The number of countries participating in the Olympic Games has grown over the years and the subsequent rise in the number of participating athletes means the competition has only gotten tougher along the way.
In an effort to recognize those who just missed winning a medal, one English man decided to have some made, inscribed and sent to athletes who placed fourth in their events.
David Mitchell -- not to be confused with the award-winning author -- who for more than 40 years has run a bookstore in Derbyshire, spent his own money on what he hopes is viewed as a sincere act of kindness and appreciation.
"There has been an increase in competitiveness and higher standards need to be taken into account," Mitchell told the BBC.
British divers Tom Daley and Peter Waterfield, who came in fourth in the men's synchronised 10-meter platform diving event, were the first recipients of Mitchell's medals, but he said he's not just focusing on British athletes.
How do you think Olympic athletes will react to receiving Mitchell's medals? Let us know in the comments below.