RYAN LOCHTE, U.S.
Sport: Swimming Lochte has picked up three Olympic medals in London (two gold and one silver). Almost 28, the swimmer only seems to be improving with age, holding the world record in the 200-meter individual medley, the 4 × 200-meter freestyle relay and the 400-meter individual medley. Still, he says: "I know I could go a lot faster." Fast enough to give his main rival and former roommate, Michael Phelps, a serious run for gold medals. Lochte beat his good pal Phelps in the Olympic qualifiers this year, making swimming the must-watch sport of the London Games.