Enhanced Launches “Enhanced Breakers” Event Series

Hafthor ‘Thor’ Bjornsson to Attempt to Break Own Deadlift World Record on July 11th in Los Angeles

NEW YORK--(BUSINESS WIRE)--Enhanced (NYSE: ENHA), the elite sports competition and personalized performance products company, today announced the launch of “Enhanced Breakers” - a new event series in which the world's top athletes will attempt to break world records using safe, medically supervised performance enhancements in more intimate settings.

Enhanced Breakers No.1, will take place live on July 11th from Interwoven Studios in Los Angeles at 2:30pm PST/5:30pm EST and feature Hafthor "Thor" Bjornsson actor, icon, and the most decorated strength athlete in the history of sport attempting to break his own deadlift record with a 511kg/1126lbs attempt. No human being has ever lifted that weight previously. Thor's current world record stands at 510kg/1124lbs. A world renowned strength athlete he holds 130 world records, 32 international titles, and was the 2018 World's Strongest Man. Bjornsson is also best known for his iconic role in the award winning show Game of Thrones, where he famously played The Mountain. At 37 years old, he is defying aging and still getting stronger due to the power of enhancements.

"We are incredibly excited to launch the Enhanced Breakers series," said Max Martin, Chief Executive Officer of Enhanced. "Thor attempting a weight no human has ever lifted is exactly the kind of moment that defines our company — extraordinary athletes, pushing beyond what anyone thought possible. This series gives our fans more of what they love, gives sponsors more opportunities to activate, and provides us with increased product integration opportunities for our Live Enhanced product platform.”

Enhanced Breakers: A New Format Built for Digital Distribution

The Enhanced Breakers series extends the Enhanced Games beyond a single annual event, delivering world-class competition, record attempts, and compelling content that encourages achieving personal bests throughout the year. Enhanced Breakers will be an intimate sized event with athletes, competition officials, content creators and production staff on site. Enhanced Breakers is being optimized for digital distribution and live streaming on Enhanced's owned channels. These smaller events will provide deeper integration of the company’s Live Enhanced consumer products platform to inspire more people to become the best version of themselves by utilizing enhancements. The format is capital-efficient and enables Enhanced to maintain cultural momentum between Games cycles, while integrating the company’s product offerings within the event. Where the Enhanced Games are built for stadium scale – Enhanced Breakers is built for digital precision.

Enhanced Breakers will also open new doors to other sports. While the Games will remain centered on track, swimming, and weightlifting, the company sees Enhanced Breakers events as a platform to engage with world-class athletes across entirely new sports, especially in sports that are culturally relevant and reach a very engaged fan base. This will also enable Enhanced to venture into endurance sports. Since the inaugural Enhanced Games in May, the company has been flooded with interest from elite athletes across other disciplines — eager to compete as enhanced athletes. This new Enhanced Breakers format answers that call and can help the company push into new and interesting realms of sport that reach broader audiences interested in the company’s enhancement protocols.

Events Designed to Create Global Attention

The Enhanced Games and the Enhanced Breakers event series are sporting events that create global attention. Athlete performance provides proof of concept. The Enhanced Medical program creates the trust. The brand creates aspiration. The Company’s consumer platform Live Enhanced converts that attention and trust into recurring consumer demand. The inaugural Enhanced Games delivered a compelling proof point for this strategy generating more than $32 million of aggregate sponsorship contract value and reaching more than one billion people globally, demonstrating the unique ability of the Enhanced brand to generate attention at a scale. Other emerging sports properties would require hundreds of millions, if not billions of dollars in marketing to achieve similar outcomes.

Live Enhanced: Personal Bests for Everyone

Live Enhanced is the company’s direct to consumer telehealth and supplement platform built to provide anyone the opportunity and access to premium performance medicine products. Live Enhanced helps people move from baseline to personal best through personalized, medically supervised performance enhancement protocols. The company is seeing encouraging early evidence that the trust, aspiration, and engagement generated by the brand are translating into superior consumer economics. For example, first-time customers are entering the Live Enhanced platform with meaningfully higher order values than traditional telehealth industry benchmarks. Management believes one of the largest long-term opportunities within the platform could be peptides, which it expects to become one of the defining consumer health categories of the coming decade. The upcoming meeting of the U.S. Food & Drug Administration (FDA) Pharmacy Compounding Advisory Committee on July 23-24, is expected to discuss potential regulatory changes affecting compounded peptide products, and could represent an important industry inflection point that generates regulatory tailwinds for the Live Enhanced platform.

About Enhanced Group, Inc.

Enhanced (NYSE: ENHA) is an elite sports competition and performance products company committed to giving athletes and people alike access to products that optimize their health, performance and recovery. The Live Enhanced platform provides consumers access to products, and protocols that optimize health, longevity and vitality. As a premium brand, Enhanced aims to revolutionize and lead the Performance Medicine category. For more information about mission of Enhanced please visit www.enhanced.com

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. Forward-looking statements may be identified by words such as “anticipate,” “believe,” “expect,” “estimate,” “intend,” “plan,” “strategy,” “future,” “opportunity,” “will,” “may,” “could,” “should,” and similar expressions. Forward-looking statements in this press release include, but are not limited to, statements regarding: the level and durability of consumer demand for the Live Enhanced platform; the relationship between Enhanced Games performances and consumer conversion; advertising and marketing performance metrics; order value and customer spending metrics; the Company’s flywheel model; and the Company’s plans for future segment disclosure.

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