The Enhanced Games, a new sporting competition explicitly designed to allow performance-enhancing drugs, looks like a publicity stunt for the techno-macho era: Olympic athletes on steroids competing for million-dollar bounties in Las Vegas. But co-founder Aron D’Souza has a 90% gross margin telehealth business in mind, and a pitch to governments struggling with aging populations.
Launching in May 2026 with Peter Thiel’s backing, the Games promise $1 million bounties for breaking world records. Former Olympic athletes like sprinter Fred Kerley and swimmer Kristian Gkolomeev have already signed up to compete. The goal isn’t just to smash world records while fans cheer. It’s to build a marketing engine for a longevity industry that D’Souza believes will be worth trillions.
“We use sports marketing to sell a human enhancement product,” D’Souza said on a recent episode of Equity. “It’s a telehealth service like Hims or Roman, except we [will] have evidence that the best and fastest athletes in the world use our protocols.”
The business model is borrowed from Red Bull – extreme sports as advertisement for the produc
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