This paper examines the discourses in power in Danish elite swimming from 2003 to 2013. Gramsci’s perspective was used to deconstruct the hegemonic cultural leadership enacted by coaches and administrators in the Danish Swimming Federation and Team Danmark. Transnational coaches were also engaged in the hegemonic practices towards elite swimmers in Denmark in the quest for Olympic medals. With the exception of a few abortive rebellions, the athletes complied with the hegemonic practices because their coaches and the Danish Swimming Federation were the gatekeepers of their success. These findings are discussed in the context of the evolvement of a neo-liberal funding structure for elite sport in the Western world. The transnational coaches appear to be representing an ideological superstructure in which sporting performance became the sole measure of success (and allocation of funds) in Danish elite sport policy. This study suggests that there is a need of ensuring that athletes’ voices are being heard through an independent regulatory council.