Sharron Davies expresses disappointment after Ben Proud signs up to Enhanced Games

Sharron Davies, the former Olympic silver medallist and long‑time anti‑doping campaigner, said she was “disappointed” after British sprint swimmer Ben Proud announced he would leave traditional international competition to join the controversial Enhanced Games.

Proud, 30, said on BBC Radio 4’s Today programme that substantial financial incentives were central to his decision, telling listeners that competing at the Enhanced Games would allow him to earn in a single event what he might need 13 years of world championship success to accumulate. He said the move would help set him up financially and support his family, including his mother.

Proud is an Olympic silver medallist in the 50m freestyle from Paris and a world champion in both the 50m freestyle and 50m butterfly. The Enhanced Games has attracted attention because it has said it will allow the use of performance‑enhancing drugs, and it proposes large cash bonuses for record performances — reportedly $1 million for a 50m freestyle world record and $250,000 for a 50m butterfly world record — sums that far outstrip typical prize money in sanctioned international swimming.

Davies, who has campaigned against illegal drug use in sport for decades, told Daily Mail Sport she could understand the financial frustrations athletes face but remained steadfast in her opposition to the concept behind the Enhanced Games. "I’ve spent my life trying to get illegal performance‑enhancing drugs out of sport," she said. "I’m not going to change my mind now. Sport should never be about the best chemist. Or who dares to push the drug envelope the furthest. I’m disappointed we won’t see Ben on Team GB again."

She also voiced concern about potential long‑term health consequences for athletes who choose to compete in an environment that permits performance‑enhancing substances. Davies said it was often "frustrating and demoralising for athletes to struggle to get exposure and in turn, sponsors and recognition for all their hard work," and pointed to reductions in mainstream broadcast coverage as a factor that has increased financial strain on competitors. "Of late, swimming has really suffered by reduced coverage from the BBC in particular," she told the Daily Mail, noting that recent world championships were not shown on the broadcaster.

Proud framed his decision in financial terms on the Today programme, saying: "There’s a huge financial incentive with this and I would be lying if I said it didn’t matter. It gives me the opportunity to earn that sort of money and setting myself up, my family and supporting my mum. These are opportunities as a 30‑year‑old I just can’t pass by." He announced his intention to step away from the traditional sport structure on Wednesday, a move that prompted swift reaction across the international swimming and wider sporting community.

The Enhanced Games concept has been met with a mixture of surprise, criticism and concern from athletes, officials and observers. Organisers have promoted the event as an alternative that removes bans on performance‑enhancing drugs, arguing the model is more transparent than covert doping; critics contend that permitting such substances would undermine athlete welfare, the integrity of sport and the protections of established anti‑doping frameworks.

National federations and international governing bodies retain their anti‑doping rules and eligibility criteria for sanctioned events, and athletes who choose to compete in unsanctioned competitions that permit banned substances may face consequences regarding selection, funding and future participation in events governed by those bodies. Davies said she hoped athletes would continue to fight for reform from within existing systems rather than turning to platforms that normalise drug use.

Proud’s decision removes one of Britain’s most successful sprint specialists from the pool of athletes available to Team GB at major championships and Olympic selection. Davies noted that sprinters can still have extended careers into their 30s, underscoring her disappointment at the prospect of losing a high‑profile competitor to an alternative event structure.

Proud’s announcement follows a broader debate about athlete pay, commercial opportunities and the influence of media exposure on career sustainability. While some athletes and commentators say current commercialization of sport leaves many competitors financially vulnerable, others argue that preserving a drug‑free environment is essential to protect health and fairness.

As the fallout from Proud’s decision continues, Davies reiterated her long‑standing position: she supports clean sport and believes change is best pursued within the existing anti‑doping framework. "Ben has to make decisions for himself and I hope he doesn’t make one that has long‑term negative health consequences," she said.

The Enhanced Games and Proud did not immediately respond to requests for further comment through public channels following the announcement.