Along with the other comments about better training/nutrition, a huge part is actually technology. Shoes that return more energy per footstep, swimsuits that have less hydrodynamic drag, etc. There have been lots of controversies with leaps in technology for certain sports and world records being broken (i.e. the examples I just mentioned). Incremental improvements in technology for a certain sport are less likely to be in the spotlight or get banned, but they have just as much an impact on olympic or world records over the years.
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