Enhanced Games: Why the Controversial Doping-Filled Sports Event Will Fail by 2031

The Enhanced Games: A Doping-Filled Spectacle in Las Vegas

I woke up in Las Vegas on Monday to an avalanche of messages from people across elite sport asking about the Enhanced Games. Some wanted to know what it was really like. Most, though, wanted to dance on its grave. So much for the organisers' promises that we would witness multiple world records. So much for their ridiculous claim to be the "Super Bowl of athletics, swimming and weightlifting!" Hubris meet nemesis.

The Reality of Performance-Enhanced Competition

Perhaps the most farcical moment came just before the women's 100m final. Only one athlete in the modest field had ever broken 11 seconds. But that didn't stop the announcer floating the idea that Florence Griffith Joyner's world record of 10.49sec might be under threat. "Are we going to witness history?" she asked. "Let's hope so." Of course we weren't. Tristan Evelyn, who was competing as a drug-free athlete, won in 11.26sec – a time that would have barely made it out of the first round of the 2024 Olympics.

The Financial Temptation: Why Athletes Are Being Lured

When I spoke to its chair, Christian Angermayer, on Sunday night he revealed the plan for next year was to invite fitness influencers to race alongside elite athletes. A legends section may also follow, he reckoned. Shortly afterwards, the Australian swim coach Brett Hawke revealed that his phone had been buzzing with elite stars wanting to sign up. Can you blame them? Hunter Armstrong competed clean and walked away with $250,000 (£186,000). That's 12½ times what gold at the World Aquatics championships pays. While World Athletics offers significantly more – the winner of each event in its Ultimate Championships will get $150,000 – Angermayer believes he can also lure big track stars over.

The Cultural Divide: Puritans in Babylon

Most of the time I felt like a puritan in Babylon. I didn't see the Michael Jackson lookalike, who has had plastic surgery to look uncannily like him and turned up at the aftershow party. But I did see dozens of fitness influencers going round filming each other, showing off their abs, and asking each other which protocol they were on. And hear predictions that there would be a pill that would give you all the benefits of easy exercise in zone 2. It felt like a trip to the Upside Down.

The Marketing Machine: More Than Just a Sports Event

Before I arrived in Vegas, I thought the Enhanced Games people were grifters. Now I think it is more accurate to say they are evangelicals. They truly believe these drugs have changed their lives. And they want others to enjoy them, albeit while burning a few hundred dollars a month. Some also believe that the Enhanced Games is a Trojan horse to sell drugs such as testosterone and human growth hormone. I don't quite agree. Because organisers are not exactly being shy here. The horse is rolling towards Troy draped in a large advert for testosterone cream and peptides.

The Inevitable Collapse: Why the Enhanced Games Will Fail

Ultimately, though, I believe the Enhanced Games will fail. Not next year. But probably over the next five. Why? Because while its movers and shakers are rich and smart, they don't come across as caring deeply about sport. They don't seem to understand its whims and irrationalities, its rivalries and narratives, its traditions and its heart. You can't pay a mortgage with morals, but you also can't build a lasting sporting movement on money alone.