We're gonna make it happen"?

Yeah, amazing opportunity to explain it.

Enhanced is here to give people the opportunity to live enhanced.

And what do I mean by that? I mean by that that, you know, people know that aging is inevitable, but feeling worse at this stage and time where we are in society isn't actually anymore.

So people are very, very curious about what they can do in their own healthcare and preventative medicine to get the best out of their physiology and health to enjoy life at its full potential, and we're providing people pathways to do that.

So the biggest section of our business is actually that we have a consumer business that offers to people, A, prescription drugs that are in the spaces of hormone therapies, longevity, wellness, et cetera, but then also supplements, and we make those enhancements safely accessible to people through telehealth.

But that's not how we started, and that's not the only business that we run.

Yep.

Does any of that criticism give you pause?

Rather than doing something in the shadows with unregulated substances, unsupervised, where you don't know the drug on drug interactions, rather than doing that in the shadows and trying to circumvent testing, our approach is, let's take that out in the open, put light on it.

and then put the right medical and clinical supervision around it so that the athletes that choose to do it can do it safely.

Are you destroying the essence of sports?

I think it's always been the core essence of sports.

If I look at the first Olympiad back in ancient Greek, people were eating everything they could to boost themselves up and give themselves extra energy to have an advantage of it.

We are looking to set up a completely new game with different rules to allow the athletes to get the best out of themselves while having this continuous medical monitoring to make sure that whatever they do, they stay within the ranges of what is healthy and safe.

[laughs]

But, but it, it's magical.

Paris, I don't know if you've, if you've been there, but for me, it was like Paris was like the aura, like how it felt being there, it was just unbelievable.

I was there when the marathon was there, so like the entire inner city was basically closed.

It was so difficult to get around, but it was still so amazing.

But we're not there to replace that, and we can't, and we don't want to.

What we're here to do is to showcase the benefits of enhancements through sports and what they can achieve for athletes, and that's a very different sentiment.

But depending on what you look at, you know, the kind of the, the outcome versus what was initially proposed is vastly different, right?

He was lost and is found.

Let's just stay standing.

Hey, it's good to be here.

It's a massive honour, actually, as, you know, in the afterglow of celebrating 250 years of kicking the Brits out, we back.

We back.

We so back.

Bless you, sister.

Let me tell you what

Um, what, what stood out to you as, like, top two or three moments, uh, in the whole games?

So I think for me personally, it's probably a little bit different than for the average, average viewer.

Um, for me, with the first event that happened, I was overfilled with joy because for the first time now have we seen the athletes, you know, compete and really step on stage and do something.

Because- Leading up to the games, we were s- you know, like working super hard towards that goal, but you rarely take a step back and think about what are you actually doing.

You know, just like you're just focused on execution.

And so being in the stadium myself, seeing the athletes compete for the first time was just an overwhelming moment.

And then I think personally as well, you know, I really have been so proud of every athlete that's gone into competition.

And can you speak to your broader mission for providing access to enhancements to regular everyday consumers who may not wanna be professional athletes, but just wanna live a better, more physiologically optimized life?

Max Martin again, CEO of Enhanced.

Look, our general approach is the law is the law, and adults are adults.

And within what the law is, an adult should be able to take a decision for themselves on what they want and want not to do.

We are not the law enforcement agency.

So similarly to whether we could test them whether they are taking a substance like Trenbolone, where do you draw the line, right? We are not gonna test the athletes on whether they're taking cocaine, whether they're taking, you know, uh, whether they're smoking weed in a jurisdiction where they're not supposed to be smoking weed.

That is the law enforcement job.

That's not our job.

Basically, Enhanced is relying on an honor system.

But you could think, well, is this more WWE or more Olympics? It seems like you're leaning into the entertainment's, um, package, the full package.

Well, I think specifically, um, the events that we're doing, right, WWE is acting.

Uh, what we're doing is a competition in exclusively measured events, right? There's no event where a single judge is involved.

Everything is measured.

We have some of the best athletes in the world.

We have Australian who you might know as well, a three-time Olympic medalist, James Magnussen, who is swimming.

I don't think that any of our athletes would see this as a WWE equivalent in terms of entertainment because the performance is not real.

And, and what about your response to critics who say this could encourage dangerous drug use, even if they're legal, um, that they may not be good for people and that they might be encouraged to take drugs that they... or a level of drugs that they might not otherwise have taken?

Mm.

That Formula 1 car, though, is never gonna get mass-produced.

Now, what they learn, though, in developing the Formula 1 car, in some form of a derivative, is gonna trickle down into the road car production a few years down the line.

Similarly with us, what helps an athlete break a world record, what helps an athlete, you know, beat their personal best at 35 years of age, is way too complicated for an average Joe like myself, but the learnings from all the work that we do with the athletes is constantly going to improve our own product offering and prescription guidelines for people like myself that want to get enhanced and live enhanced, too.

What exactly is being built here? A sporting event? A medical experiment? A media spectacle? A consumer business? Because there is a business attached to this.

So what you can already purchase from us today is both OTC supplements as well as prescription drugs.

On the supplement side, we have two stacks that are focused, one, on longevity, and the other on strength and recovery.

And on the prescription side, these are all approved substances, including currently approved peptides, TRT for men, HRT for women, and certain other longevity drugs.