Quadruple European champions and Olympic silver medallists but never World champions, Danish pair Kamilla Rytter Juhl and Christinna Pedersen are aiming for the top step of the podium in Glasgow.
Bronze and then silver medallists in each of the last two Olympic Games, the Danes have followed the same pattern in the previous two BWF World Championships.
Heading into the TOTAL BWF World Championships in Glasgow, next week, the duo will be out to ensure that upward trend continues.
The pair, seeded second, have a bye into the second round, where they will either face Ririn Amelia and Anna Ching Yik Cheong or Ashwini Ponnappa and Reddy N Sikki.
A showdown against their Olympic conquerors and number one seeds Misaki Matsutomo and Ayaka Takahashi looms should both pair make the final – but the Danes are just focussed on getting there first.
“We look forward to the World Championships so much. It’s always exciting to play the big championships, so of course we get excited for it,” said Juhl.
“A gold medal would be really great. Of course, we always have dreams when we go to big championships, but again we are also aware that we are up against a lot of really good Asian pairs.
“Our aim is to perform well and then we just have to see if it’s enough.
“We are actually a bit surprised that we are playing so well. We thought that after the Olympics maybe our level would go down a little bit, but it just keeps improving, so that’s of course a nice surprise for us.
“It’s like we have found out how to manage all the Asian pairs so that’s a really nice thing and we just really enjoy playing badminton at the moment.”
The Danish duo have won one and been runners-up in two other Supereries finals this season, including beating Matsutomo and Takahashi to take the Singapore Open title.
The Japanese pairing got their revenge at the Australian Open, but Juhl shrugged that loss off and put their fine form down to a change in attitude after their final defeat in Rio.
“We didn’t have a break after Rio. We only had one week right afterwards, but it was full of receptions and celebrations, so it wasn’t really much of a break,” she added.
“After the Olympics, we discussed that it was important for us not to feel sorry for ourselves when we go to a tournament.
“We wanted to be tough and really show that the medal was not a one-time result for us. That’s why we can keep improving, I think.
“We just love to play together. We have played together since 2010 and it seems we know each other better on court and we enjoy playing.
“That’s also why you see us smiling a lot when we play because we really enjoy it.
“It has absolutely been the best year for us since we started playing together. It’s a bit of a surprise for us because normally at our age, we shouldn’t be playing our best badminton ever, so that’s fun and we just enjoy it.”