British Olympic Association chairman Lord Coe has said that Team GB's success in Sochi is going to help winter sports gain more popularity in the country.
The 57-year-old also believes that British athletes need to continue to improve to remain competitive after the 2014 Winter Olympics.
"That again is down to the quality of coaching, it's down to the quality of the national governing bodies and by the year they get better," he told Sky Sports News when asked how Great Britain can maintain their good performance.
"And they will need to get better as these sports are becoming very, very global, very, very attractive and more countries will want to start taking part. I was having a conversation with one of the IOC members from Morocco who was saying that they would really like to start getting curling rinks into Morocco.
"So when you're sitting on the M25 listening to the radio, as I did on the way to the airport to come back out here, and the cars are stopped and people are punching the air and horns are going and lights are being flickered on the fringes of Surrey and Middlesex, then you know that this sport is on its way."
Britain have won three medals at the Sochi Games so far.
