{"id":25,"date":"2026-05-26T18:14:01","date_gmt":"2026-05-26T18:14:01","guid":{"rendered":"https:\/\/commercialrelocationpros.com\/?p=25"},"modified":"2026-05-26T18:14:01","modified_gmt":"2026-05-26T18:14:01","slug":"the-olympics-these-were-not","status":"publish","type":"post","link":"https:\/\/commercialrelocationpros.com\/?p=25","title":{"rendered":"The Olympics These Were Not"},"content":{"rendered":"
\n

In person, they<\/span> did not seem quite real. Gathered on a blue carpet under bright lights, inside a $50 million Las Vegas venue that had been built just for them, the athletes of the Enhanced Games\u2014colloquially known as the \u201cdoping Olympics\u201d\u2014looked like action figures. When they stood next to other people, the effect was different but no less uncanny; it was as if they\u2019d been Photoshopped, blown up 25 percent compared with the rest of their species.<\/p>\n

Read more The Night My Marriage Fell Apart<\/a><\/p>\n

They were here competing in three sports\u2014running, weightlifting, and swimming\u2014under the banner of Enhanced, a sporting event and supplement company that has, over the past few years, raised more than $300 million in venture capital, including from Peter Thiel and 1789 Capital, which aims to fund \u201cthe next chapter of American exceptionalism\u201d and counts Donald Trump Jr. as a partner. The games, once announced, quickly became one of the most controversial sporting events in recent history. The premise was that anyone could take any FDA-approved substance; whoever broke a world record would win up to $1 million. (Non-doping athletes were welcome to compete for the same prize pool, if they could handle the odds.) The event would be broadcast live on YouTube and Roku, but really, it was designed to be clipped into vertical video\u2014\u201cbuilt for social media, not for television,\u201d Enhanced\u2019s CEO, Max Martin, told reporters proudly during a press conference on Saturday. Every competition would be less than a minute.<\/p>\n

The athletes were doping under the close supervision of a team of doctors, as part of a clinical trial conducted this past spring in Abu Dhabi. Each athlete\u2019s regimen\u2014Enhanced prefers the more science-y term protocol<\/em>\u2014is kept confidential as a matter of safety and trade-secret protection: no copycats. But collectively, the competitors were on some combination of 37 substances, including Adderall, beta-blockers, human growth hormone, and five forms of testosterone.<\/p>\n

They have reported various effects: mood swings, increased power, faster recovery times, new facial hair. Padding around the pool, the Australian swimmer James Magnussen, age 35 and a holder of three Olympic medals, was impossible to look away from, his head balanced atop a bulging neck, traps spilling out like over-risen sourdough from his bronze swimsuit, a state-of-the-art, super-buoyant model that is banned from mainstream competition. (As big as he was, Magnussen had actually been forced to dial back his enhancement protocols after encountering some practical issues: He had put on so much muscle that he was sinking in the pool, and he couldn\u2019t find a swimsuit big enough to fit him.)<\/p>\n

Among the other athletes was the 32-year-old Greek swimmer Kristian Gkolomeev, who broke the world record in the 50-meter freestyle at a previous Enhanced event, earning the organization\u2019s first million-dollar check. Megan Romano, a 35-year-old former world-champion backstroker, had been retired for almost a decade when she became the first woman and first American to sign up for the games; she said she did so to \u201csee what\u2019s humanly possible.\u201d Haf\u00fe\u00f3r Bj\u00f6rnsson, a 37-year-old Icelandic weightlifter, wanted to break the world record for deadlift: 1,135 pounds, which is heavier than a yearling Angus steer, several refrigerators, or most grand pianos. Andrii Govorov, 34, a Ukrainian who holds the world record in the 50-meter butterfly (swum clean), is doing it for the paycheck, he has told reporters: High-end training costs at least five figures a month, and after Russia invaded his country, he needed a more stable way to support himself and his family.<\/p>\n

Each of these athletes had signed on to enhancement at least in part as a reaction to the cruelties of their chosen profession: the criminally low wages, the limitations of the human body, the math that makes a 35-year-old in elite condition basically a senior citizen, the fact that no matter how much any governing agency polices performance-enhancing drugs, some people will always find new ways to use them undetected, edging out athletes who have not taken the advantage. And they each did so knowing that they have made a choice from which there is essentially no going back.<\/p>\n

Because doping is prohibited and under-studied, we do not have a clear understanding of what it does to the body, long term, although evidence suggests that it can be associated with mood disorders, high blood pressure, infertility, and organ damage. Perhaps of more immediate concern for athletes who\u2019ve dedicated their life to a sport and its community is the reputational risk. The idea that doping is cheating and cheating is wrong is sports\u2019 ground truth; until Enhanced, every professional sports league on Earth (and many amateur ones) had banned it.<\/p>\n

The mainstream sports establishment denounced the Enhanced Games, in many cases permanently barring from future competition anyone who admits to juicing\u2014\u201cexcommunicated\u201d them, as the two-time Olympic gold medalist Cody Miller, one of the stars of the games, put it. \u201cThere\u2019s obviously a legacy impact for every athlete that joins,\u201d Rick Adams, who spent 14 years working for the United States Olympic Committee before starting as Enhanced\u2019s chief sporting officer, told me. The ones who decided to participate, he said, did so after careful consideration. They are doing it for glory, or for fun, or to make $1 million in 30 seconds, or to remember what it feels like to be the best in the world, even if that best<\/em> comes with an asterisk.<\/p>\n

In the lead-up to the weekend, the event\u2019s organizers\u2014their ambitions high, their stadium expensive, the Killers scheduled to play after the events\u2014had invoked the Super Bowl as their template. But at a press conference the day before, they downgraded it to WrestleMania. The comparison seemed an apt one to me. Both are interested, in different ways, in notions of artifice and authenticity. Both are stunts as much as sporting events. Both are fun to watch at least in part because they carry with them the distinct possibility that someone could get hurt.<\/p>\n

You can guess<\/span> what kind of person goes to an event like this. Start-up guys. Longevity guys. Bodybuilder guys. Diplo.<\/p>\n

But mostly, it seemed, the kind of person who goes to an event like this was the kind of person who Enhanced thought could help it go viral. Some attendees had paid for their own travel to Vegas, but everyone had a free ticket and had been handpicked to be there. \u201cI do social media,\u201d a 21-year-old named Wyatt Aube told me, \u201clike, I guess, a lot of people here.\u201d<\/p>\n

Aube doesn\u2019t care much about sports or biohacking, but he has 162,000 followers on Instagram. His manager had a bunch of tickets and offered to fly him out from Los Angeles in a private jet. He was enjoying the spectacle. \u201cIt\u2019s fun, it\u2019s cool,\u201d he said. \u201cIt\u2019s kind of like a circus for athletes. They\u2019re, well\u2014not freaks but\u2014\u201d he paused. \u201cOut of the ordinary.\u201d<\/p>\n

A fitness influencer with very white teeth gamely said hi to a stranger\u2019s friend on FaceTime\u2014the friend, it turned out, was a fan; the influencer, it turned out, was very famous. Scrums of boys\u2014YouTubers, if I had to guess\u2014roved the grounds, taking video mostly of one another. The food and drink were lavish, free, and evidently appealing: Though organizers had promised 2,500 spectators\u2014fewer than attend your average minor-league baseball game\u2014the stands had big empty patches all night, even as the areas behind them were clotted with people in fascinating, impractical outfits, taking selfies and eating sun-warmed shrimp cocktail. The vibe was neither Super Bowl nor WrestleMania\u2014it was a brand activation. Back in the arena, the announcer begged us to \u201cmake some noise\u201d so many times, I started to feel bad for him.<\/p>\n

If the sports themselves felt like a bit of a sideshow, it\u2019s possible that this was by design, that the games were mostly a vessel (or a Trojan horse) for Enhanced\u2019s broader business\u2014the one that went public via a SPAC earlier this month, and the one that, theoretically, will have Enhanced taking the checks instead of writing them. The first thing you see when you go to Enhanced\u2019s website is not information about the games; it\u2019s a link to the company\u2019s online store, where you can get all manner of peptides, supplements, and prescription medications. Many of the product names are recognizable from the clinical trial of the athletes, and many are sold by other companies, with direct-to-consumer storefronts all over the internet.<\/p>\n

Read more A Sweeping Theory of Everything Is Revolutionizing the Democratic Party<\/a><\/p>\n

But while those other companies need to pay for advertising against major sporting events in order to reach their would-be consumers where they are, for Enhanced, the sporting event is<\/em> the advertisement. \u201cAt the first Enhanced Games, athletes will break world records,\u201d Aron D\u2019Souza, an Enhanced co-founder, told Joe Rogan about two years ago. \u201cWhen that happens, everyone\u2019s going to say, What is he on? And how do I get it?<\/em>\u201d It is a holistically integrated cultural-commercial enterprise, and the product it is selling is the supposed future of the human body.<\/p>\n

In this, the games were remarkably well timed. In the years since Enhanced announced its existence, humanity has entered a new era of body modification and augmentation. Cosmetic surgery has gone from something to keep secret to something to post about on Instagram. One in eight Americans is, reportedly, on a GLP-1. Gray-market peptides are a massive business. Dentists are taking testosterone, and 20-somethings are getting Botox, and in the future, no one will be bald. \u201cPeople are going to be hotter, smarter, younger,\u201d a spectator, Lisa Gonzalez-Turner, told me. \u201cThat\u2019s just the reality.\u201d (Naturally, she runs a supplements company.)<\/p>\n

Kyle Kirvay is a New Jersey cop turned bodybuilding influencer; his biceps were the size of small watermelons and he wore a black tank top with the word ANIMAL<\/span> printed on it in yellow (the name of a supplement company he works with). He was there watching because he hopes to compete in next year\u2019s Enhanced Games. He told me something similar: \u201cThe way we\u2019re going, and the way the new generation is, it\u2019s like, who cares?\u201d<\/p>\n

This culture shift is what makes the games possible as an event and as a business, as an entertainment product and a product product. Often, in the arena, those things were the same. On the giant screens suspended over the stadium, guests could scan a QR code, which would lead to a website that would transform the subject of a selfie, using AI, into an Enhanced athlete, as yoked-out as the ones in front of them. In the broadcast booth, the entrepreneur and influencer Bryan Johnson\u2014who is most famous for his intensive, multimillion-dollar effort at lifespan extension\u2014served as a commentator. (He sat under an umbrella, presumably to avoid all the UV radiation.) Good get: His presence reminded viewers that you don\u2019t need to be an elite athlete to be optimizing. You just need to have some money to burn.<\/p>\n

All sporting events<\/span> are, fundamentally, freak shows. They are about watching superhuman bodies doing superhuman things, genetic marvels being pushed in unnatural and dangerous ways for strangers\u2019 enjoyment.<\/p>\n

The Enhanced Games are the Super Bowl, and WrestleMania, but Martin, the CEO, is fond of name-checking a different sporting event, too\u2014another that achieved startling cultural force very quickly: Formula 1. In Enhanced\u2019s schema, the scientists are the engineers, and the athletes are both the driver and the car\u2014the professional custodians of expensive, beautiful, fastidiously maintained, performance-optimized vehicles, purpose-built by experts to defy the laws of science.<\/p>\n

It\u2019s an interesting way to talk about sports, and maybe a more honest one. Although the establishment loves to talk about determination and force of will\u2014what the World Anti-Doping Agency calls \u201cthe spirit of sport,\u201d what every Olympics ad milks to make you cry\u2014the obvious fact is that every elite athlete is already enhanced in some way. The Patriots offensive tackle Morgan Moses slept in a hyperbaric oxygen chamber when he was recovering from a knee injury two seasons ago. The Olympic rower Liam Corrigan shared last year that his supplement stack included 11 different vitamins, minerals, medications, and corticosteroids. Shohei Ohtani is the most naturally gifted baseball player in a generation, but he has also had his elbow rebuilt and reinforced by some of the best doctors in the world, using state-of-the-art industrial materials\u2014twice.<\/p>\n

Some years ago, a team of Swedish scientists, using sophisticated methods, developed a system for increasing glucose-molecule storage in marathoners\u2019 bodies. That was in the 1960s; they called it carbo-loading, and it is now so commonplace that people you know do it before a fun run. \u201cTo explore and then exploit the benefits afforded by new knowledge and new technologies,\u201d the UC Berkeley philosopher Alva No\u00eb has written, is not only natural; it\u2019s in the true spirit of sports.<\/p>\n

Maybe even more natural than regulation. Deep into the 20th century, \u201cthere was simply no concept of doping, let alone the opinion that it constituted cheating,\u201d April Henning and Paul Dimeo write in Doping: A Sporting History<\/em>. But in 1967, the International Olympic Committee first started banning certain substances, and since then the rules have been draconian, even as they have been ever-shifting. (I am writing this article, and you may be reading it, with the help of caffeine, which was banned by WADA for two decades.) The act of administering sports competition involves enforcing a collection of arbitrary lines; the act of watching sports involves seeing what athletes can do within those lines. Enhanced is attempting to obliterate both of those constructs at once. When I asked Johnson what he was hoping to see at the games, he told me he was looking forward to nothing less than \u201cthe piercing of the taboo that there\u2019s a right and wrong. That there\u2019s some authority in the world that says this is allowed and that is not allowed.\u201d<\/p>\n

In the end<\/span>, only Gkolomeev broke a world record, by seven-hundredths of a second, in the final event of the night, the 50-meter freestyle. When the time was confirmed, the big screens flashed WORLD RECORD<\/span>, and the stadium lights went blood-red. The mood was electric, in the way a mood can be anything when big, expensive screens are lit up. Martin, watching from the sidelines, jumped so high in the air, I thought he might fall in the pool.<\/p>\n

But if the goal was to unambiguously locate the future of human performance, that was more elusive. This was not exactly the \u201cmultiple\u201d broken records that Martin had spent the weekend promising. In several cases, non-enhanced athletes handily won their events, complicating the sales pitch. Bj\u00f6rnsson dropped the barbell. Magnussen, whose giant neck had been appearing all over Enhanced\u2019s ads, finished dead last in both of his races. The event peaked at 250,000 concurrent YouTube viewers, per Enhanced; the last Super Bowl, by contrast, had about 125 million viewers across platforms.<\/p>\n

When Gkolomeev emerged from the pool, he gazed out on people who did not entirely seem to know why they were there. He was rich\u2014much richer than he had been that morning, having earned more in a single day than any other swimmer in the history of the sport. He picked up his young son, kissed his wife. The Sphere glowed yellow behind the stands. And the crowd\u2014such as it was\u2014cheered for a record that will, rightly or wrongly, be questioned and caveated as long as it exists.<\/p>\n

When you buy a book using a link on this page, we receive a commission. Thank you for supporting<\/small><\/em> The Atlantic<\/small>.<\/small><\/em><\/p>\n

Read more The Great Depopulation<\/a><\/p>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

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