Sperm counts have dropped 59% since 1973, testosterone levels are declining, and men now father their first child four years later than they did in 1980. Yet despite men accounting for half of all infertility cases, the fertility industry has largely overlooked them. SwimClub is betting that a science-first approach can change that. The supplement brand launched in September 2025 with what it claims is the first sperm performance formula combining evidence-based ingredients at clinically effective doses. Developed with Dr. Michael Eisenberg, Director of Male Reproductive Medicine at Stanford, the daily regimen targets all four key sperm parameters: count, motility, morphology and DNA integrity.
The brand emerged from personal experience rather than market research. Co-founder Osman Khan watched his wife juggle over 20 different pills daily during their fertility journey, while CEO Steve Zanette searched for male-focused solutions after multiple miscarriages. Their answer is the Spermatogen Complex, which packs 12 studied ingredients (including omega-3 fatty acids, coenzyme Q10 and L-carnitine) into a single daily dose. SwimClub is the first launch from Squared Circles, a consumer health venture studio backed by L Catterton.
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Infertility has long been framed as a "women's issue," even though men are a factor in about half of all cases. As declining sperm counts move from research journals to mainstream conversation, that imbalance no longer holds. Companies that meet men where they are — with clear, science-backed solutions that acknowledge their role without shame or silence — stand to capture a market that's been hiding in plain sight.
Two drivers of innovation in this space:
- Desire for control in uncontrollable areas. Fertility, like aging or immunity, often feels beyond one's control. Products like SwimClub provide the illusion (and perhaps reality) of agency — aligning with broader consumer demand for proactive, preventive health.
- Normalization of intimate health talk. From period tracking apps to menopause wellness, taboo categories are being destigmatized by consumer brands. SwimClub extends this shift to male reproductive health.
