Throw your kid higher than the other dads. The Enhanced Games marketing chief on what the wellness category is getting wrong

Bret Kovacs commutes several hours a day into New York. Most mornings he stands on the same train platform looking at the same set of ads. Hims, Ro and the rotating cast of consumer health brands competing for the same eye-line. The visual grammar is consistent: vials, syringes and pills. Sometimes a model. Sometimes a…

ByJon LipseyMay 13, 20260Comments

TRAINING

The Athletes walking into the Enhanced Games, and the ones who almost did

Most of the athletes who said yes to the Enhanced Games were referred by other athletes who had already said yes. This is one of the things Rick Adams tells you that almost no one in the wider coverage of the games has bothered to mention. More than half of the 40-plus athletes preparing to…

ByJon LipseyMay 6, 20260Comments

Enhanced Games Athletes Maximilian Martin

HEALTH Vanguard

Inside the Enhanced Games training camp: what happens when you optimise everything at once

Several weeks out from the inaugural Enhanced Games, in a five-star longevity resort on the outskirts of Abu Dhabi, fifty elite athletes are doing something almost no professional in their disciplines has ever done. They are training without worrying about money. They are eating without worrying about cost. They are recovering with access to medical…

ByJon LipseyMay 5, 20260Comments

BUSINESS Vanguard

Rick Adams: the Olympic insider leading the Enhanced Games

If you had to design the person you'd want on your side if you were an athlete about to walk into the most scrutinised sporting arenas of the modern era, you'd probably end up with someone who looked a lot like Rick Adams. Six Olympic Games. Fourteen years inside the American Olympic machine. Former Chief…

ByJon LipseyApril 21, 20260Comments

BUSINESS Vanguard

The Enhanced Games Are Here. Sport Will Never Be the Same.

Five and a half weeks out from the inaugural Enhanced Games, world records are already being broken. Earlier this month Chilean weightlifter Arley Méndez Pérez snatched 182kg in training at 88kg bodyweight, 5kg heavier than the current official world record. That follows Greek Olympic swimmer Kristian Gkolomeev, who last year eclipsed the standing 50m freestyle…

ByJon LipseyApril 15, 20260Comments

BUSINESS Explainer

Revealed: First ever Enhanced Games will take place in Las Vegas

Enhanced Games co-founder Christian Angermayer believes the future of sport lies in radical transparency - and pharmaceutical enhancement. Aron D’Souza, the Oxford-educated lawyer and entrepreneur turned mastermind behind the Games, sees openness as something closer to a moral obligation. Together, they’ve become the architects of a sporting revolution: a new global competition where performance-enhancing drugs…

ByJon LipseyMay 21, 20250Comments

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