Hafthor Björnsson Co-Creates New Performance Stack for Consumers
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 30 2026
0mins
Source: Newsfilter
- Product Innovation Launch: Enhanced has unveiled the Thor Protocol, co-created with Hafthor Björnsson, the World’s Strongest Man, aimed at helping consumers enhance strength, recovery, and physical performance through a clinician-supervised personalized product stack, marking a significant innovation in the sports nutrition sector.
- Clinician-Supervised Protocol: The protocol includes three clinician-prescribed products: testosterone injections, NAD+, and low-dose tadalafil, all personalized based on individual lab results and health profiles, ensuring optimal outcomes for each user.
- Multi-System Support: Thor Protocol addresses the decline of multiple physiological systems—hormonal output, cellular energy, and vascular function—through comprehensive interventions tailored for strength athletes, showcasing Enhanced's expertise and forward-thinking in performance medicine.
- Building Market Trust: Björnsson emphasizes that the partnership with Enhanced not only aids athletes in pursuing peak performance but also provides consumers with transparent and safe enhancement products, enhancing the brand's credibility among health-conscious audiences.
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About ENHA
A Paradise Acquisition Corp is a blank check company. The Company is formed for the purpose of effecting a merger, share exchange, asset acquisition, share purchase, reorganization or similar business combination with one or more businesses.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Documentary Explores Enhanced Games and Human Performance Narratives
- Significant Media Exposure: ESPN's E60 documentary aired just before the inaugural Enhanced Games competition on May 24, 2026, tracing the company's journey since its public announcement in May 2025, which significantly raised its profile and laid the groundwork for future sponsorship and media rights opportunities.
- In-Depth Independent Reporting: Reporter Dan Murphy spent over a year embedded with Enhanced Games, documenting the journey from Las Vegas to Abu Dhabi for athlete training and New York for medical screenings, revealing the complex question of whether medically supervised performance enhancement is truly 'cheating,' challenging conventional anti-doping narratives.
- Fair Compensation for Athletes: The documentary highlights the company's mission to pay athletes equitably and notes that the IOC changed its long-standing position on athlete compensation immediately after the first Enhanced Games by creating a grant program for Olympic athletes, reflecting a growing emphasis on athlete rights in the industry.
- Integration of Science and Sport: Beyond the inaugural event, the documentary questions long-held misconceptions about human performance, encouraging viewers to reconsider the regulatory and ethical standards surrounding performance enhancement in sports, thereby promoting a discussion on the transparency of sports science.
See More
Hafthor Björnsson Co-Creates New Performance Stack for Consumers
- Product Innovation Launch: Enhanced has unveiled the Thor Protocol, co-created with Hafthor Björnsson, the World’s Strongest Man, aimed at helping consumers enhance strength, recovery, and physical performance through a clinician-supervised personalized product stack, marking a significant innovation in the sports nutrition sector.
- Clinician-Supervised Protocol: The protocol includes three clinician-prescribed products: testosterone injections, NAD+, and low-dose tadalafil, all personalized based on individual lab results and health profiles, ensuring optimal outcomes for each user.
- Multi-System Support: Thor Protocol addresses the decline of multiple physiological systems—hormonal output, cellular energy, and vascular function—through comprehensive interventions tailored for strength athletes, showcasing Enhanced's expertise and forward-thinking in performance medicine.
- Building Market Trust: Björnsson emphasizes that the partnership with Enhanced not only aids athletes in pursuing peak performance but also provides consumers with transparent and safe enhancement products, enhancing the brand's credibility among health-conscious audiences.
See More
Enhanced Launches New Event Series Featuring Thor's Deadlift Record Attempt
- World Record Challenge: Hafthor Bjornsson will attempt to break his own deadlift world record with a 511 kg lift in Los Angeles, surpassing his previous record of 510 kg, which would make him the first human to lift this weight, highlighting Enhanced's influence in extreme sports.
- New Event Series: The newly launched 'Enhanced Breakers' series will provide elite athletes a safe, medically supervised environment to attempt world records, aiming to enhance audience engagement and brand impact through intimate events.
- Digital Distribution Optimization: This event series will focus on digital distribution and live streaming, with Enhanced planning to inspire consumer engagement through tighter product integration, which is expected to attract a broader audience to its 'Live Enhanced' platform.
- Market Potential: Enhanced generated over $32 million in sponsorship contract value during the inaugural Enhanced Games, reaching over one billion viewers, demonstrating the brand's global appeal and market potential, with plans to expand into other sports.
See More
Enhanced Group Secures $50 Million PIPE Financing
- Financing Agreement: Enhanced Group has successfully raised $50 million through a PIPE financing agreement, selling 12,853,468 shares of Class A common stock at $3.89 per share, with the first tranche expected to close on June 17, significantly enhancing the company's liquidity.
- Strategic Milestone: The proceeds will be used to accelerate the growth of its rapidly expanding telehealth and consumer health platform, with management anticipating operational profitability by 2027, marking a new phase in the company's development.
- Enhanced Games Success: The inaugural Enhanced Games engaged over one billion viewers, setting one world record and 21 personal bests, securing $32 million in sponsorship contract value, demonstrating strong market appeal and future profitability potential.
- Market Demand Conversion: Enhanced plans to convert the global interest in performance enhancement and health optimization into recurring consumer demand through its integrated telehealth and supplement platform, aiming to reduce customer acquisition costs and enhance market competitiveness.
See More
Enhanced Company Achieves Key Milestones in Sports Health Platform
- Media Exposure Surge: Between January and May 2026, Enhanced was featured nearly 4,000 times in independent media, reaching a total of 16.7 billion unique monthly visitors, significantly boosting brand awareness and driving growth in its consumer platform.
- Athlete Performance Breakthrough: At the inaugural Enhanced Games, athletes achieved 21 personal bests, demonstrating the effectiveness of enhanced training, which has attracted consumer interest and increased brand trust.
- Significant Sponsorship Value: Despite initial controversies, the company secured approximately $32 million in sponsorship contracts in its first year, with expectations for sponsorship demand to accelerate as brand influence expands.
- Unique Market Positioning: Enhanced aims to establish a distinct position within the consumer health sector, focusing on helping customers exceed their health baseline and maximize human potential, which is expected to lead a new category in health consumption.
See More
Enhanced Company Achieves Breakthrough in Sports Health Platform
- Media Exposure Surge: Between January and May 2026, Enhanced was featured nearly 4,000 times in independent media, reaching 16.7 billion unique monthly visitors, significantly boosting brand awareness and driving growth for its consumer health platform.
- Performance Innovation: At the inaugural Enhanced Games, athletes averaged 30 years old and achieved 21 personal bests, showcasing the effectiveness of enhanced training and attracting increased consumer interest and engagement.
- Significant Sponsorship Value: Despite controversies surrounding the inaugural event, Enhanced secured approximately $32 million in sponsorship contracts, with expectations for sponsorship demand to accelerate due to the event's unprecedented reach.
- Substantial Market Potential: Enhanced aims to develop its sports business into a standalone profitable entity, generating significant revenue through sponsorships, media rights, and related commercial opportunities, further solidifying its leadership position in the sports and health sectors.
See More
Documentary Explores Enhanced Games and Human Performance Narratives
- Significant Media Exposure: ESPN's E60 documentary aired just before the inaugural Enhanced Games competition on May 24, 2026, tracing the company's journey since its public announcement in May 2025, which significantly raised its profile and laid the groundwork for future sponsorship and media rights opportunities.
- In-Depth Independent Reporting: Reporter Dan Murphy spent over a year embedded with Enhanced Games, documenting the journey from Las Vegas to Abu Dhabi for athlete training and New York for medical screenings, revealing the complex question of whether medically supervised performance enhancement is truly 'cheating,' challenging conventional anti-doping narratives.
- Fair Compensation for Athletes: The documentary highlights the company's mission to pay athletes equitably and notes that the IOC changed its long-standing position on athlete compensation immediately after the first Enhanced Games by creating a grant program for Olympic athletes, reflecting a growing emphasis on athlete rights in the industry.
- Integration of Science and Sport: Beyond the inaugural event, the documentary questions long-held misconceptions about human performance, encouraging viewers to reconsider the regulatory and ethical standards surrounding performance enhancement in sports, thereby promoting a discussion on the transparency of sports science.
See More
Hafthor Björnsson Co-Creates New Performance Stack for Consumers
- Product Innovation Launch: Enhanced has unveiled the Thor Protocol, co-created with Hafthor Björnsson, the World’s Strongest Man, aimed at helping consumers enhance strength, recovery, and physical performance through a clinician-supervised personalized product stack, marking a significant innovation in the sports nutrition sector.
- Clinician-Supervised Protocol: The protocol includes three clinician-prescribed products: testosterone injections, NAD+, and low-dose tadalafil, all personalized based on individual lab results and health profiles, ensuring optimal outcomes for each user.
- Multi-System Support: Thor Protocol addresses the decline of multiple physiological systems—hormonal output, cellular energy, and vascular function—through comprehensive interventions tailored for strength athletes, showcasing Enhanced's expertise and forward-thinking in performance medicine.
- Building Market Trust: Björnsson emphasizes that the partnership with Enhanced not only aids athletes in pursuing peak performance but also provides consumers with transparent and safe enhancement products, enhancing the brand's credibility among health-conscious audiences.
See More
Enhanced Launches New Event Series Featuring Thor's Deadlift Record Attempt
- World Record Challenge: Hafthor Bjornsson will attempt to break his own deadlift world record with a 511 kg lift in Los Angeles, surpassing his previous record of 510 kg, which would make him the first human to lift this weight, highlighting Enhanced's influence in extreme sports.
- New Event Series: The newly launched 'Enhanced Breakers' series will provide elite athletes a safe, medically supervised environment to attempt world records, aiming to enhance audience engagement and brand impact through intimate events.
- Digital Distribution Optimization: This event series will focus on digital distribution and live streaming, with Enhanced planning to inspire consumer engagement through tighter product integration, which is expected to attract a broader audience to its 'Live Enhanced' platform.
- Market Potential: Enhanced generated over $32 million in sponsorship contract value during the inaugural Enhanced Games, reaching over one billion viewers, demonstrating the brand's global appeal and market potential, with plans to expand into other sports.
See More
Enhanced Group Secures $50 Million PIPE Financing
- Financing Agreement: Enhanced Group has successfully raised $50 million through a PIPE financing agreement, selling 12,853,468 shares of Class A common stock at $3.89 per share, with the first tranche expected to close on June 17, significantly enhancing the company's liquidity.
- Strategic Milestone: The proceeds will be used to accelerate the growth of its rapidly expanding telehealth and consumer health platform, with management anticipating operational profitability by 2027, marking a new phase in the company's development.
- Enhanced Games Success: The inaugural Enhanced Games engaged over one billion viewers, setting one world record and 21 personal bests, securing $32 million in sponsorship contract value, demonstrating strong market appeal and future profitability potential.
- Market Demand Conversion: Enhanced plans to convert the global interest in performance enhancement and health optimization into recurring consumer demand through its integrated telehealth and supplement platform, aiming to reduce customer acquisition costs and enhance market competitiveness.
See More
Enhanced Company Achieves Key Milestones in Sports Health Platform
- Media Exposure Surge: Between January and May 2026, Enhanced was featured nearly 4,000 times in independent media, reaching a total of 16.7 billion unique monthly visitors, significantly boosting brand awareness and driving growth in its consumer platform.
- Athlete Performance Breakthrough: At the inaugural Enhanced Games, athletes achieved 21 personal bests, demonstrating the effectiveness of enhanced training, which has attracted consumer interest and increased brand trust.
- Significant Sponsorship Value: Despite initial controversies, the company secured approximately $32 million in sponsorship contracts in its first year, with expectations for sponsorship demand to accelerate as brand influence expands.
- Unique Market Positioning: Enhanced aims to establish a distinct position within the consumer health sector, focusing on helping customers exceed their health baseline and maximize human potential, which is expected to lead a new category in health consumption.
See More
Enhanced Company Achieves Breakthrough in Sports Health Platform
- Media Exposure Surge: Between January and May 2026, Enhanced was featured nearly 4,000 times in independent media, reaching 16.7 billion unique monthly visitors, significantly boosting brand awareness and driving growth for its consumer health platform.
- Performance Innovation: At the inaugural Enhanced Games, athletes averaged 30 years old and achieved 21 personal bests, showcasing the effectiveness of enhanced training and attracting increased consumer interest and engagement.
- Significant Sponsorship Value: Despite controversies surrounding the inaugural event, Enhanced secured approximately $32 million in sponsorship contracts, with expectations for sponsorship demand to accelerate due to the event's unprecedented reach.
- Substantial Market Potential: Enhanced aims to develop its sports business into a standalone profitable entity, generating significant revenue through sponsorships, media rights, and related commercial opportunities, further solidifying its leadership position in the sports and health sectors.
See More
