Charles Ho couldn't care less table-tennis is to become one of the nation's poorer sporting relations in the runup to London 2012.
The Bayswater coach has always gone his own way to carve out an Olympic place for his two children, son Ping and daughter Tin Tin, by spending a staggering amount of his own money - the only way he sees past the disregard for his beloved sport.
Ho won't put an exact figure on his obsessive lay-out, but the accountant admits "£50,000 is very, very conservative guess!"
Ho and the family haven't been away on holiday for five years - and his return from Hong Kong this week, where the extended family live - was a once-every-five-years duty.
Instead, the money for tuition, a purpose-built training studio near the Ho's home, not to mention travel and equipment to every major UK junior tournament since the children were able to clutch a bat, has cost their father - and then some. He works when he can, while at the same time ignoring what's going on around him as much as he can
"I'm not surprised table-tennis will get less money," Ho said.
"The standard here in Britain is not very good. We don't win major tournaments, and we won't until players get a chance to improve against the best overseas.
"There should be money available - not for 2012 - but for 2016 and even 2020, otherwise there will be no development of the sport."
Ten-year-old Tin Tin won the U11, U12, U13 national championships as well as the six-nation school championship, and before Christmas beat off all contenders to receive the BBC London Rising Star award.
Her father admits it's an investment few are likely to follow.
"I think there are no other maniacs like me," he said only half-joking.