60 lbs doesn't change much

You would think a Golden Retriever that loves to swim and receive pets, would love a bath. The whole getting wet, and scrubbing would should be similar to the above. But bath time is torture for Gage at 40lbs (top picture) and 100lbs (bottom picture). Even in the summer, we get the kiddie pool out with the hose, and play time is the greatest. But as soon as the shampoo comes out, again he cowers with his tail between his legs. I don't get it! I guess it's similar to kids, playing in the pool or the lake, as soon as "bath time" is said, the whining and crying comes out. Enjoy the pictures below of my really big baby of a dog.