Aaron C. T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University London, UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology and society. Bob Stewart is a Principle Consultant with Aztek Developments and a former Professor of Sport Policy in the College of Sport and Exercise Science at Victoria University, Australia. Bob has a special interest in player regulation in professional team sports, and the ways in which the forces of neoliberalism and hyper-commercialism shape the structure and conduct of contemporary sport. Kate Westberg is Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia, and the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.

• 1. Apply, Ingest, Inject and Regret: Introduction to Performance and Image Enhancing Substances, 2. Power, Pleasure, Fat and Fit: Dietary and Nutritional Supplements as PIEDS, 3. Use, Abuse, Patterns and Profiles: Scale and Scope of PIEDS use in Sport, 4. Channels, Choices, Causes and Codes: The Impact of Culture, Values, and Ethnicity, 5. Thoughts, Functions, Brains and Boosters: Cognitive Enhancers as PIEDS, 6. Protein, Prohormones, Steroids and Stimulants: Performance and Image Enhancing Drugs and Substances Typology of Classes, 7. Givens, Gaps, Confidences and Cautions: Conclusion

Aaron C. T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University London, UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology and society. Bob Stewart is a Principle Consultant with Aztek Developments and a former Professor of Sport Policy in the College of Sport and Exercise Science at Victoria University, Australia. Bob has a special interest in player regulation in professional team sports, and the ways in which the forces of neoliberalism and hyper-commercialism shape the structure and conduct of contemporary sport. Kate Westberg is Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia, and the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.

• 1. Apply, Ingest, Inject and Regret: Introduction to Performance and Image Enhancing Substances, 2. Power, Pleasure, Fat and Fit: Dietary and Nutritional Supplements as PIEDS, 3. Use, Abuse, Patterns and Profiles: Scale and Scope of PIEDS use in Sport, 4. Channels, Choices, Causes and Codes: The Impact of Culture, Values, and Ethnicity, 5. Thoughts, Functions, Brains and Boosters: Cognitive Enhancers as PIEDS, 6. Protein, Prohormones, Steroids and Stimulants: Performance and Image Enhancing Drugs and Substances Typology of Classes, 7. Givens, Gaps, Confidences and Cautions: Conclusion

Aaron C. T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University London, UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology and society. Bob Stewart is a Principle Consultant with Aztek Developments and a former Professor of Sport Policy in the College of Sport and Exercise Science at Victoria University, Australia. Bob has a special interest in player regulation in professional team sports, and the ways in which the forces of neoliberalism and hyper-commercialism shape the structure and conduct of contemporary sport. Kate Westberg is Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia, and the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.

• 1. Apply, Ingest, Inject and Regret: Introduction to Performance and Image Enhancing Substances, 2. Power, Pleasure, Fat and Fit: Dietary and Nutritional Supplements as PIEDS, 3. Use, Abuse, Patterns and Profiles: Scale and Scope of PIEDS use in Sport, 4. Channels, Choices, Causes and Codes: The Impact of Culture, Values, and Ethnicity, 5. Thoughts, Functions, Brains and Boosters: Cognitive Enhancers as PIEDS, 6. Protein, Prohormones, Steroids and Stimulants: Performance and Image Enhancing Drugs and Substances Typology of Classes, 7. Givens, Gaps, Confidences and Cautions: Conclusion