Well, he has always done swimming and is now in a training squad (though he's moaning a bit about the training - no gala's yet!) and he plays football for a local team (and anywhere else he can!)
He also goes to Cubs, which is not competitive unless they are entering sporting events (which he obviously adores!)
He recognises that friend's son blows his own trumpet very loudly and annoyingly (although he is a bit better now he's 10!)and we laugh about it so he just kind of knows it's not cool (though he of course does do it sometimes!)
We also always go on about doing your best and it's not the winning but having fun / supporting team-mates, etc. DS has a very forceful personality, and tends to be a leader (not always in the right way) but his football coach did him a great favour when he made him team captain as he knows he has to encourage everyone in his team if they are going to win