Against all Odds

For every medal celebrated there are dozens who didn’t make the podium.
If the medallists were winners, were the others losers?
What is winning? It’s by no means standard, even at the Olympics: some win by being first across the line or to the end of the pool.  For other sports, you need to hammer the other guy, or bullseye the arrow, or dance your horse the best, or be the best kickflipper, or maximise air time and minimise horizontal travel (as in the trampoline)! 
Et cetera.
Golds come in all sorts of packages.