Doping Critic Davies Sympathizes With Financial Strains but Condemns Proud’s Enhanced Games Move

Olympic Star Ben Proud Joins Enhanced Games, Sparks Backlash from Doping Critics
By Heather Dewar | Updated: 21:12 BST, 11 September 2025

British Olympic swimmer Ben Proud has stunned the sporting world by announcing his retirement from traditional competitions to join the Enhanced Games—a controversial event allowing performance-enhancing drugs. The decision drew sharp criticism from anti-doping advocates, including Olympic silver medallist Sharron Davies, who called the move “disappointing” and warned of health risks.

Proud, 30, won silver in the 50m Freestyle at the Paris Olympics and holds world titles in both the 50m freestyle and butterfly. His shift to the Enhanced Games, which offers massive financial rewards for record-breaking performances, underscores growing tensions between athlete income and ethical competition.

The Financial Lure

Proud cited finances as a key motivator. At the Enhanced Games, athletes earn $1 million for breaking a 50m freestyle world record and $250,000 for the 50m butterfly—sums dwarfing traditional prize pools. “It would take me 13 years of winning world titles to earn what I can in one Enhanced Games event,” Proud told the BBC Today program. “This sets up my family and supports my mum—I can’t pass up this opportunity.”

Ben Proud cited financial incentives as his reason for joining the Enhanced Games.

Davies: "Sport Shouldn’t Reward Chemists"

Davies, a vocal advocate for clean sport, expressed concern over the health implications and ethical precedent. “Sport should never be about who has the best chemist,” she told Daily Mail Sport. “I’m disappointed we won’t see Ben on Team GB again. Sprinters can thrive into their 30s, but this risks long-term harm.”

Davies acknowledged the struggle athletes face in securing sponsorships and media coverage, particularly in swimming. The BBC recently omitted broadcast coverage of the World Championships, a move Davies called “frustrating and demoralizing.” Still, she urged athletes to reform systems from within: “Fighting wrongs internally is better than abandoning fair play.”

Sharron Davies has long campaigned against doping in sports.

Enhanced Games: A New Era or Ethical Quagmire?

The Enhanced Games, founded by entrepreneur Aron D’Souza, bills itself as a “celebration of human potential” without drug restrictions. Critics argue it undermines decades of anti-doping efforts and endangers athletes. Medical experts warn that unsupervised PED use could lead to heart disease, liver damage, and psychological issues.

Proud, however, remains undeterred. “I’m entering this with my eyes wide open,” he said. “The Enhanced Games offers transparency—athletes can be open about their training methods instead of hiding in the shadows.”

The Wider Impact

Proud’s departure highlights systemic issues in professional sports funding. Many athletes rely on sponsorships and meager prize money, prompting some to seek alternative revenue streams. The Enhanced Games has already attracted interest from track and field stars, though swimming remains its flagship sport.

As debates rage, Davies hopes Proud reconsiders. “I respect his choice, but I’ll always stand for clean sport. The Olympics represent fairness and inspiration—not shortcuts.”

What’s next? The inaugural Enhanced Games are slated for late 2026, with Proud likely to headline. Meanwhile, traditional federations face pressure to boost financial support and media visibility to retain top talent.

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