Enhanced Games CEO Says Business is Selling Drugs, Not Tickets

Selling PEDs, breaking Usain Bolt's record, bringing down the IOC, forwarding the "enhanced" future of humanity - Aron d'Souza is not shy about the potential of the Enhanced Games. But at what cost?

Oct 08, 2025

∙ Paid

The promise of a ‘superhuman’ sporting future is a compelling sales pitch. But according to Enhanced Games founder, Aron d’Souza, the venture is not just rooted in athletic idealism, but in direct-to-consumer commerce.

D’Souza sat down with me to explain the Enhanced Games’ recent lawsuit against World Aquatics, why they’re only interested in a handful of athletes, and why the IOC’s monopoly could be toppled by monetising human enhancement.

Enhanced Games: Doped swimmer claims 50m freestyle 'world record' - BBC Sport — Kristian Gkolomeev sets off on his attempt to break the 50-meter freestyle world record, backed by performance-enhanced drugs. Source: Enhanced Games.

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