NEW YORK - The first Enhanced Games, often called the "Doping Olympics," is set to kick off Sunday in Las Vegas, allowing athletes to use performance-enhancing drugs. But the event is more than a spectacle; it's a commercial bet on the booming biohacking and longevity market.
Enhanced Group, the company behind the Games, is marketing peptides and performance-enhancing treatments, positioning itself in what supporters call the "enhancement economy." The company has drawn investor interest, including from Silicon Valley billionaire Peter Thiel and 1789 Capital, where Donald Trump Jr. is a partner.
Economist Veronika Dolar of Pace University notes that investor enthusiasm may be fueled by the explosive growth of consumer health markets, like weight loss drugs. However, the venture faces significant backlash from regulators and health authorities.
The World Anti-Doping Agency has condemned the Games as "dangerous and irresponsible." Medical experts warn that performance-enhancing substances pose serious health risks without clinical supervision. Many treatments promoted are tightly regulated or banned in countries like Singapore.
Despite the hype, Enhanced Group's shares have fallen nearly 50% after initially surging 20% post-market debut. Sports historian John Hoberman of UT Austin questions the transparency of the Games, citing unclear finances and medical safeguards.