Men are increasingly turning to social media influencers for fertility advice, following unproven protocols like saunas and ice packs on testicles.
Simon, a 28-year-old from Miami, performs a daily routine inspired by ex-Silicon Valley billionaire Bryan Johnson. It includes sauna use and applying an ice pack to his groin, believing it will preserve a high sperm count.
Johnson, who claims a sperm count four times the average, promotes these methods to his millions of followers, driving traffic to his supplement business, Blueprint.
Experts confirm a general decline in sperm counts globally, but the causes are complex and not fully understood. There is concern that influencer-driven anxiety is overshadowing science.
"It is important to raise the profile of male infertility. But are we fuelling that worry unnecessarily?" says UK fertility expert Prof Suks Minhas.
The trend has spawned an industry of influencers selling unproven solutions, from red light therapy to donating blood. Some men are also taking dangerous "fertility stacks" of medications found online to reverse the effects of testosterone or steroid use.
Reproductive endocrinologist Prof Channa Jayasena warns these unsupervised drugs can cause blood clots or breast growth. "It's incredibly dangerous," he states.
While lifestyle factors like diet, exercise, and quitting smoking have a strong evidence base, many men are opting for viral, unverified hacks instead.