Max Martin on the Enhanced Games, Regulation, and Human Potential
"Performance enhancements are actually, contrary to what many people think, not that dangerous," the Enhanced CEO tells Reason.
Max Martin standing in front of a competition swimming pool | Photo: Courtesy of Enhanced On May 24, the Enhanced Games aim to take athletic enhancement to the next level. Performance-enhancing substances are transparently allowed and encouraged at this event, and athletes work with a full-service medical team. The business positions itself as the smart version of enhancement, not meatheads juicing themselves indiscriminately.
Organizers expect about 50 athletes in Las Vegas to compete in swimming, track and field, and weightlifting. The performance-enhancing substances aren't just for the athletes, though. Enhanced wants to enhance you too.
The company says a telehealth service is expected to be a larger share of its business than the sporting event itself—the company will sell tailored prescriptions for enhancement drugs such as testosterone replacement therapy and enclomiphene. In January, Enhanced CEO Max Martin spoke with Jason Russell—who writes Free Agent , Reason 's sports newsletter —about his goals for the Enhanced Games and the company—and who's trying to stop him. Q: What do you hope to accomplish with the Enhanced Games this year?
A: I hope we are one of the most watched sporting events of 2026 and establish ourselves on an equal level to the Super Bowl, the Monaco Grand Prix. I believe we will be able to showcase that performance enhancements are actually, contrary to what many people think, not that dangerous. But under the right clinical and medical supervision—that's very important for us—really something that can help athletes.