The Enhanced Games: is the juice worth the squeeze?

Forty-two athletes, including swimmers, weightlifters and sprinters, will compete in Las Vegas on Sunday in the first Enhanced Games.

Little in sport has “caused as much controversy – nor provoked as many questions – as the Enhanced Games”, said BBC sports editor Dan Roan. “Those behind it claim it is here to stay, and could soon expand to more events and other disciplines.”

But there is another side to the spectacle of juiced-up competitors trying to beat the world record in their discipline. Earlier this year, the company behind the event, Enhanced, launched a range of personalised performance and longevity medicines to sell to the public.

What did the commentators say?

Proponents of the games say the aim is “to challenge sporting norms by allowing athletes to push their potential with legal drugs under strict medical oversight”, said Chris Kenning in USA Today. “The approach is, let’s not be naive and pretend it’s not happening,” said Enhanced CEO Max Martin. “Let’s just take what’s happening in the shadows, put it out in the open.”

But that’s not sensible, say some sports medicine experts. “It’s akin to me saying I’m going to make smoking safe by supervising you while you’re smoking,” Aaron Baggish, professor of medicine at the University of Lausanne, told Yahoo Sports.

Most critics though “overlook the fact that the Enhanced Games is making obvious what society has always quietly accepted”, said Byron Hyde, philosopher of science and public policy at Bristol University, on The Conversation – namely “that most people are willing to watch athletes risk harm when the entertainment is good enough”. Brain trauma is the “potential price of boxing entertainment”, so “why the outrage about pharmaceutical enhancement risks?”

For Baggish, the “primary concern” is the message the event sends to the public that using these substances when taking part in sports “is in any way, shape or form OK. That’s the really scary thing.”

That appears to be one of the goals of the organisers. Aron D’Souza, founder of the Enhanced Games, told The Independent in 2024: “This is the route towards eternal life.” The games will “bring about performance-medicine technologies that then create a feedback cycle of good technologies, selling to the world, more revenue, more R&D, to develop better and better technologies”. Ultimately, “it’s about being a better, stronger, faster, younger athlete for longer. And who doesn’t want to be younger for longer?”

But, said The Economist, “the real purpose of the games is to push the limits of what the public sees as the acceptable use of performance-enhancing drugs”. The event is taking place “at a time when concerns are being raised over the medicalisation of Western society”, said Roan. Social media and ‘looksmaxxing’ are being “blamed for fuelling demand for weight-loss injections, cosmetic treatments and performance substances”.

What next?

The Enhanced Games “speak to a vision of the future in which medicines, rather than being simply used to treat disease, can extend human longevity and enhance well-being”, said The Economist.

But on Sunday, the athletes involved will effectively be the guinea pigs for this idea, albeit ones who have “burned bridges, risked their future livelihoods or their health”. And with the launch of Enhanced’s consumer business, “more and more people may soon be wagering their bodies on a chance to roll back the clock”.