A growing number of men are following unproven online regimes in an attempt to protect or boost their fertility, driven largely by influencers and social-media content warning of declining sperm counts. The article profiles Simon, a 28-year-old from Miami who each morning sits in a sauna with an ice pack strapped to his groin, alongside daily sunlight, filtered water, regular exercise and cotton boxer shorts — despite there being no medical evidence that his routine meaningfully improves fertility. Experts warn that an industry of influencers and supplement sellers is capitalising on rising anxiety, even among men with no diagnosed problem.

While there is a kernel of truth to some claims — environmental pollutants and excessive heat to the testes can affect sperm quality, and exercise benefits general health — specialists say such steps are unlikely to make a major difference. Simon has never had a semen analysis and has no particular reason to suspect a problem, yet was prompted to "really care" by content from ex-Silicon Valley billionaire Bryan Johnson, who claims four times the average sperm count and promotes sauna and ice-pack protocols to his six million-plus followers before directing them to his supplement website, Blueprint. UK fertility expert Prof Suks Minhas notes the value of raising the profile of male infertility but questions whether such discussion is "fuelling that worry unnecessarily", citing concerns over testosterone replacement therapy, steroids and environmental toxins.