British swimming was left reeling today as Ben Proud announced he had signed with the Enhanced Games.

Rumours had been circulating ahead of the announcement, which was confirmed on Proud’s Instagram. Where he stated he would be “retiring from traditional swimming to compete in the Enhanced Games.

“Stepping into a framework that challenges everything we know about performance and a chance to chase the outer edge of human potential with the tools and possibilities of our time. This is where my next chapter begins.”

Proud’s decision comes hard on the heels of him having won 50m freestyle silver at the World Championships in Singapore, overcoming illness on his way to the podium in a time of 21.26, his best ever major championship performance. Securing his signature while he is at the peak of his powers represents a significant coup for the Enhanced Games.

The upstart competition is offering significant financial inducements for those who move over from mainstream swimming, including a $1m bonus for those who can better the official world record. With a lifetime best of 21.11, Proud would seem to be in a place where he could challenge the 20.91 mark currently held by Cesar Cielo.

What Proud’s British teammates will make of this decision remains to be seen. Earlier this year Adam Peaty was dismissive of the concept, saying “it doesn’t really mean anything”, while Alex Cohoon called the whole enterprise “a disgrace”.