Enhanced, the company behind the Enhanced Games, has launched an online personalised performance medicine and supplement platform and said it plans to expand further into peptides. The initial rollout includes proprietary supplement blends, hormone replacement therapy for men and women, and other longevity-focused protocols.
That matters because this is not just a product extension. It is a vertical integration move. Enhanced is attempting to turn a controversial sports property into a consumer health and performance brand, using the visibility of the Games to support a direct-to-consumer commerce business. The company plans to market seven peptides through its new online health service, with ambitions to add more if regulation loosens.
“Research has shown that the peptide industry is exploding both here in the United States and globally,” Enhanced’s Chris Jones told Unfiltered. “Consumers are interested in using peptides. They’re often finding out about them from Instagram, and I hate to say it, but unqualified sources.
“We want to make sure that we’re entering a market in a medically supervised way. Some estimates have put that market as large as $80 billion globally. We have a fiduciary responsibility to make sure that we’re getting into it in ways that make sense. More importantly, all of those compounds, the medically studied ones, the ones that will be legalised, we hope, in the future, align with our existing strategy to provide longevity medicine in all its different forms.
“So this is a huge opportunity. We’re very excited about it. We want to go slow, but at the same time, we’re reacting to the directional signals that we’re hearing from the FDA, and making sure that we’re ready to take advantage of and capitalise on that opportunity, should that marketplace open up.”
Peptide products and compounded performance medicine
The core technology here is not a new sensor or device. It is a platform built around compounded therapies, performance protocols, and personalised product selection.
Enhanced said its current platform already offers Sermorelin and plans to add Tesamorelin, Glutathione, and Oxytocin, while potentially expanding into additional compounds such as CJC-1295, Ipamorelin, Thymosin Alpha-1, TB-4, GHRP-2/6, Kisspeptin-10, Semax, and Selank if regulatory conditions allow. The company tied that expansion to possible movement of 14 peptide compounds from the FDA’s Category 2 restricted list to Category 1, which would again allow licensed 503A pharmacies to compound them.
“What the head of the FDA, Robert F. Kennedy Jr, said in a recent podcast is that there are 14 peptides out of 19 that are currently on a category two list, which means that they’re not allowed to be compounded in the United States or sold in the United States for anything other than research purposes,” said Jones. “That would eliminate any kind of competitive marketplace.
“The 14 of those are going to potentially be looked at to move off the category two list. If that is the case, then they can, in fact, be compounded in the United States and be sold.
“We’re going to look at that group of 14. We see seven that we would likely make available via our platform, where customers can go and buy something.”
When we asked why they are currently only looking at seven out of the 14 peptides, Jones said, “Because everything we do is going to be at the highest medical and clinical standards, whether it’s our IRP clinical trial with our athletes or anything we’re going to sell to customers. Those two things, even though they’re disparate, are very much part of a similar, symbiotic strategy.
We want to be sure that there’s enough human and clinical trial data on any new substance, peptide or otherwise, that we feel comfortable with. Right now, we’re comfortable with the seven. As time goes on, if there are 14 that get removed from the category two list, we’ll look at the other seven and the long-term data that comes out on them. But right now, we feel comfortable at this moment with just those seven.”
What is a performance medicine platform?
A performance medicine platform is a digital health commerce model that combines clinical protocols, compounded therapies, supplements, and personalised guidance to sell optimisation-focused interventions for energy, recovery, body composition, or longevity. In practice, it sits somewhere between telehealth, biohacking retail, and consumer wellness infrastructure.
Why the peptide category matters now
Enhanced said the global peptide therapeutics market is worth about $52 billion today and could reach $87 billion by 2035. That gives the company a clear commercial rationale for expansion.
But the larger signal is strategic. Peptides have historically sat in a grey zone between clinical medicine, compounding, underground biohacking, and online “research chemical” culture. Gizmodo notes that many of the compounds Enhanced wants to sell remain controversial, and that some were previously described by the FDA as posing potentially significant safety risks. The article also notes that Kennedy had spoken publicly about loosening restrictions on 14 peptides.
That combination — regulatory ambiguity, consumer demand, and ideological support for optimisation — is creating an opening for new health brands to position themselves as trusted gateways into a previously fragmented market.
Sports spectacle is becoming a distribution engine for health products
The most important industry signal is the merger of two models: sports entertainment and performance medicine retail.
Enhanced’s CEO said the company’s athlete clinical trial data informs its consumer strategy and helps position the brand around “longevity and performance needs.” The company is also sponsoring an IRB-approved trial involving 40 elite athletes connected to the inaugural Enhanced Games event in Las Vegas on May 24, 2026.
That suggests a broader pattern. Health and performance brands increasingly want more than audience attention. They want proprietary data, owned distribution and a direct commercial path from spectacle to product purchase.
They also feel that the time to expand into performance medicine is right. “Public response has been generally good,” said Jones. “We haven’t specifically started to run peptide advertising, but you’re seeing each day in the daily reports that volume, visits, average order size, number of things put in a cart, all the things that a DTC brand would look for, are, on small numbers, because we’ve only been open here for less than a month, but are all moving in the right direction. All those arrows are pointing in the right direction.
“From an investor standpoint, we’ve seen a lot of really strong response. They’re very keen to see this marketplace open up in a regulated fashion, and they see us as one of the companies that could be a winner in the space. They see us operating in the U.S. initially, and $15 billion of that earlier mentioned $80 billion market is right here in the U.S.
“We want to go get our fair share of that market. Our current investor base, and hopefully those thinking of investing in us when we go public here shortly, see that opportunity as a big driver and reason why they would want to invest in the company and be a part of the growth that we are fully expecting to experience.”
Future implications for consumer biohacking and longevity commerce
Over the next five to ten years, this model could reshape parts of the optimisation economy in three ways.
First, performance medicine may become a branded consumer category, not just a niche clinical service. Second, sports and athlete narratives may become acquisition channels for longevity products. Third, regulatory shifts around compounding and peptides may determine which companies scale fastest.
Enhanced’s update is therefore about more than peptides. It signals a future in which performance brands do not just sponsor aspiration. They sell the protocols, compounds and clinical pathways attached to it.
