The chapter delves into how athletes like Logan Paul and Conor McGregor build their personal brands through products like prime energy drinks and Proper 12 whiskey. It explores McGregor's financial success, his career prospects post-injury, and the recovery process after debilitating leg injuries in combat sports. The discussion also touches on the use of peptides for healing, the impacts of traumatic brain injuries on hormone production, and the physical transformations and challenges faced by fighters in combat sports.