Participation - the most important thing!

As I continue through this unit and continue with my professional experience in a school something has struck me. Why do we put such an emphasis on winning when participation is the most important part of physical activity?
I understand the excitement and competitiveness of sport. I understand the thrill of winning. But it would seem that this thrill has overtaken the important aspect of participation.
In the school environment I teach a range of students. From the competitive to those who couldn't care less. The highly talented to those who have never played sport in their lives. The struggle with this is involvement. Making a game or activity challenging enough for those who want it to be more competitive yet simple enough for those who struggle.
The other challenge is trying to convince those who are highly capable and competitive that the physical education classroom is about participation. I know this feeling. I was a highly competitive student in PE. I continue to be highly competitive. And this is something that I often pull myself up on.
To give constructive feedback to all students to assist with improvement is vital to a student's learning. This applies for all students. Not just those who struggle or those who are talented.
However, as a teacher, I need to remind both myself and my students that the main reason we are here, in the PE environment is for participation. That is why a 'participation mark' makes up 30% of their final grade. That is why we are Health and PE teachers. To assist students in becoming healthy. To help them find physical activity enjoyable and to find something that they can continue as a life long activity.