At the 1992 Olympics in Barcelona, whispers emerged about a new "secret weapon" among Great Britain athletes: creatine, a legal supplement that boosted muscle mass and performance. What was once stigmatized has become mainstream, with estimates suggesting up to 90% of athletes now use some form of supplementation. Prof Graeme Close of Liverpool John Moores University notes that in elite sports teams, nearly all athletes take supplements to pursue marginal gains. Creatine, found naturally in meat and fish, is a popular choice due to its role in short-duration, high-intensity energy production. The breakthrough in the 1990s launched a new era in sports nutrition, with research showing potential cognitive benefits alongside physical gains. The global dietary supplements market reached $209.5bn in 2025, projected to hit $431.7bn by 2033.

Experts emphasize that supplements should complement, not replace, a solid foundation of nutrition, training, and recovery. Wada regulates substances based on three criteria: health risk, performance enhancement, and spirit of sport. While creatine is permitted, contamination risks remain—Informed Sport testing reveals up to 10% of supplements may contain banned substances. Athletes like rower Heidi Long meticulously track batch numbers and expiry dates to stay compliant. Safety and quality assurance are paramount, as even unintentional consumption of prohibited substances can lead to four-year bans. Some athletes are returning to basics, focusing on diet and lifestyle before turning to supplements.