For a long time, the conversation around men’s wellness began and ended with muscle-building protein shakes and creatine powders.
But lately, that discussion has broadened to include concerns around declining fertility in men, which has shifted from a fringe movement into the mainstream. A small, but headline-grabbing, May 2023 study published in the scientific journal “Toxicological Sciences” found microplastics in every human testicle it examined. Other studies have shown that sperm counts across the world have halved over the last 50 years, with the pace of decline more than doubling since 2000. Other studies have disputed these findings.
“PFAs, microplastics, etc are being found everywhere including in male testes … natural fibre [sic] boxers, ‘cleaner’ skincare products, proper fragrances, bedding, etc will be more of a concern to men moving forward,” fitness expert Joe Holder posted on X, formerly known as Twitter, referencing the study. He added that he has been trying to convey this message for over five years “without sounding like a psycho.”
Such news arrives at a uniquely opportune moment in time for the wellness industry. On social media, medical influencers like neuroscientist Andrew Huberman and physician and author Peter Attia have increasingly correlated physical health with professional, social and romantic success, compounding fears about the effects of modern life on overall health.
That changing mindset has helped open the door for a wave of products meant to boost male fertility and virility. At US healthcare stalwart The Vitamin Shoppe, sales of testosterone support products are up double digits compared to last year, while sales of its own “Ultimate Libido” supplement have also grown double digits. In August, the retailer will start to offer testosterone replacement therapy (TRT) via its telehealth platform — the treatment works to boost testosterone levels in the body when it fails to produce enough on its own. Low testosterone levels can indirectly affect fertility through decreasing libido and increasing erectile dysfunction, while some research indicates it impacts overall sperm counts.
Emerging brands have their own take: Mars Men offers a “natural testosterone support” supplement while Human Desire makes a libido-enhancing soda. In a particularly clever stunt, for its latest campaign, personal care line Dr Squatch paid to insure entertainment personality and father of 12 Nick Cannon’s testicles for $10 million to promote its new range of “ball care” products.
“For many decades, [infertility] was thought of as a female-led problem,” said Osman Khan, an investor in wellness brands at venture studio Squared Circles. “People are now coming to the fact that there is another half of the equation.”
Still, figuring out the space presents challenges. While the average man may now be slightly more receptive to sales pitches than he’s been in the past, the market is fragmented. Much of the male motivation to engage with fertility and virility is less about fatherhood, and more about masculinity.
The way to a man’s heart may be through his stomach, but the way to his wallet is a little more complex.
An Open Book
The market is not without controversy. Huberman, cited by some wellness influencers as an inspiration, was the subject of a critical New York Magazine article in March that examined his relationships with women in his life. Some testosterone supplementation enthusiasm began with right-wing commentators and extremists like Alex Jones who popularised it on his Infowars platform.
There’s also the complexity of the issue – researchers have yet to definitively ascertain if there is a global male fertility crisis, let alone whether OTC supplements can solve it.
However, everyday men are certainly more comfortable talking about the topic, and seeking solutions.
Over the last decade, there’s been a clear de-stigmatisation of conditions such as hair loss and erectile dysfunction, hastened by the arrival of telehealth services such as Hims that offer discreetly prescription products in modern, snappy branding. In the UK, Cialis, a Viagra alternative, became available over the counter last year.
“Every conversation that I’ve had with men about wellness and longevity in the last year, if not more, has at some point turned into ‘Should I go on TRT?’, said Garrett Munce, grooming editor at Men’s Health and Esquire.
However, reaching men remains tricky. Khan pointed out that women’s fertility brands often use obstetricians and gynaecologists to market and explain their products, individuals who women are familiar with interacting with. Whereas women are used to screening services such as pap smears and mammograms, men don’t tend to be offered check-ups until they’re much older. Plus, men are also not socialised to think about their health from a preventative point-of-view, said Munce.
“[Men] don’t ever want to go to someone who tells us about our sperm quality or how everything’s sort of functioning and working [unless there’s an issue],” he said. “Men are very reactive … if something goes wrong, then a guy will tackle it.”
Always Be Optimising
To work around these attitudes, and to avoid falling foul of regulations that limit what benefits can be claimed, many brands are framing their product’s benefits to focus on “optimisation” rather than cure or treatment.
Mars Men’s customer might not be thinking about fatherhood yet, but he might be thinking about how to exercise more efficiently or getting an edge at work, said co-founder Benjamin Smith. Its $89 Natural Testosterone Support supplement contains ingredients like zinc and fenugreek, as well as tongkat ali, a herb found in parts of south-east Asia popularised by the likes of Huberman as a testosterone booster.
“For now, we’re really leading with, ‘Are you low energy? Is your libido low? Are you not making the sort of strength gains you’re interested in in the gym?’” said Smith.
Still, brands are trying to shift behaviour from problem-oriented to overall well-being. Khan gave the example that women are usually offered prenatal vitamins as soon as they’re thinking about conceiving, yet the same suggestion doesn’t occur for men.
Smith said that many of Mars Men’s customers are searching for ways to regain youthful vigour without needing to turn to standard medical treatments. “Men just want to feel as good as possible, and especially as they get older,” he said, adding that a large majority of its customers are over 40.
By courting the customer from an optimisation perspective rather than problem solving, brands may also be able to hang onto customers for longer, according to Alexander Gilkes, co-founder of Squared Circles.
“If you only recruit men at the cusp of fatherhood, you’ve only got them for a 12 month journey, and then they fall off a cliff,” said Gilkes, adding that other issues like incontinence and testosterone concerns may kick in later in life.
How to Market to Men
Despite modernisation in men’s attitudes, proximity to the sports fitness category is still likely the easiest inroad into the category.
“What we began to see a few years ago is customers that might have been stopping in on their way to the gym and picking up a protein shake … began to have much more of an interest in a completely fit lifestyle,” said Muriel Gonzalez, president of The Vitamin Shoppe. “It’s not just a question of going to the gym and bulking up.”
At Mars Men, Smith said he doesn’t think hypermasculine vibes are “needed,” adding that he finds a subtle, elegant approach more appealing. Still, he wants to be clear on the target audience: “[It’s] for men,” he said.
Munce said the most potent approach could still be word of mouth, or at least targeting more every day men who can evangelise to their personal network.
“Men are pack animals … they don’t like to be the one outlier. You [need] to get a team, or a group.”
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