“Sexual health is critical for our overall well-being. It significantly impacts the physical, emotional, and relational aspects of our lives. Regular sexual activity can decrease cardiovascular risk, increase oxytocin (the ‘love’ hormone), reduce cortisol (the stress hormone) up to 50%, and even reduce the duration of the common cold,” explains FirmTech founder and CEO Dr. Elliot Justin. “Sex twice a week cuts the divorce and separation rate by 50%. This is less expensive than counseling.”
Regular quality sex fosters intimacy, self-esteem, and happiness, strengthens bonds between partners, improves communication, and leads to greater satisfaction. So why aren’t the health sciences more focused on sexual health? Doctors make recommendations about diet, exercise, and alcohol. Isn’t it time for them to advocate sex?
Historically, sexual health has lagged behind other scientific fields due to deeply ingrained societal taboos and stigma surrounding intimate topics. These inhibitions have led to significant underinvestment in education, research, and innovative solutions, as well as hindering progress in understanding and effectively addressing sexual health needs, that is, until now.
Dr. Elliot Justin’s desire to advance the science behind sexual health began during his research on spinal cord injuries and neuromodulation. “There were five research papers claiming success with neuromodulation for erectile function, similar to using a pacemaker for the heart, but none of the methods worked for me, including having an electrode implanted surgically by my cavernous and pudendal nerves. Supposedly, this should have produced an erection. I think that the research was misleading. Did they really succeed, or just make it up? I think that we don’t yet really understand how erections happen neurophysiologically.”
Justin adds, “I called my initiative ‘Project O.’ An urology professor from the University of Utah heard about it and suggested we devise a way of counting the nocturnal erections that are a leading indicator, sort of like the canary in the coal mine of cardiovascular health. But I thought, why limit it to those? Men care more about what happens during sex than what happens overnight! To measure all erections, we needed smart sensors in a comfortable cock ring that could be worn for hours, not just 20 to 30 minutes. And that’s how the journey to the world’s first smart erection ring began three years ago.”
Dr. Justin, the founder of two successfully acquired companies, SwiftMed and The Pegasus Emergency Group, set out to create something entirely new — something that could track critical health metrics while improving comfort and sexual performance. One and half years later, the team at FirmTech marketed the TechRing, a wearable erection ring that goes beyond the standard, uncomfortable 30-minute, dumb rubber performance ring made out of hard silicone.
The TechRing by FirmTech
The TechRing is equipped with sensors that gather vital data on duration, frequency, and firmness, which can offer insights into cardiovascular health. The data the TechRing provides isn’t simply for better sexual performance. The device can also act as an early warning system for issues like heart disease or medication side effects, turning the TechRing into a dual-purpose tool for both pleasure and proactive health management. It can be used before initiating or to monitor expensive and possibly ineffective therapies, like shockwave, P shots, TRT, and even surgeries like implants, and for identifying symptoms of prostate cancer.
FirmTech operates in a rapidly expanding sexual wellness market that is valued at $30 billion. The rise in consumer interest in sexual health products, combined with a growing demand for data-driven health insights, has created the perfect environment for Dr. Justin’s products. While many products in the space focus solely on improving sexual performance, FirmTech sets itself apart by merging wellness with health monitoring.
This distinct positioning allows FirmTech to tap into two major demographics: men 50 and older who are looking to manage their health more actively and younger tech-savvy consumers who are eager to integrate health-tracking devices into all aspects of their lives. As wearable technology becomes increasingly central to daily routines, FirmTech’s product will appeal to users who see their sexual health as part of the bigger picture.
FirmTech is expanding its reach into women’s sexual health as well. “We are currently developing two new devices, including the world’s first clitoral health monitor and The Duet, a vibrator that is designed to pair with the TechRing,” shares Dr. Justin. “These products will allow us to propel women’s sexual health forward as well and also allow us to tap into another area of the market.’
FirmTech’s Strategic Partners
In all health sciences, credibility is essential. Dr. Justin is building trust through rigorous clinical research and evidence-based results. The company has presented papers at urology conferences validating the efficacy and safety of TechRing in the diagnosis and management of ED. Six papers have been accepted for publication, and eight more are underway or planned. These findings will serve as the backbone for the company’s push into the healthcare sector, giving providers and patients confidence in its products. FirmTech will become the leader in data-driven research and care in urology, sexology, and gynecology.
Dr. Justin has created strategic partnerships with institutions such as Memorial Sloan Kettering, Baylor University, and the University of Utah to conduct clinical trials and further solidify the credibility of FirmTech’s mission. All of these collaborations are key to furthering Dr. Justin’s research and clinical validation, which will help the company meet future goals of gaining insurance coverage and healthcare provider adoption for its products.
What’s more, FirmTech has already seen positive feedback from users. Testimonials reveal not just improvements in sexual performance but early detection of cardiovascular and medication issues that would have gone unnoticed without TechRing. Men have gone for cardiac catheterization and avoided surgery. This kind of feedback strengthens FirmTech’s standing in the market as a company committed to both pleasure and health.
Leadership with Proven Expertise
Dr. Justin’s leadership is a major factor in FirmTech’s trajectory. Having successfully built and exited from four previous ventures, he brings a wealth of experience to the table. His understanding of both the healthcare and technology industries — paired with his entrepreneurial spirit — provides FirmTech with the strategic direction needed for rapid growth.
Also supported by a talented scientific advisory board, FirmTech has set ambitious targets, including reaching $40 million in revenue by 2027. The company’s impressive early traction, coupled with awards like CES Showstopper and XBIZ’s Most Innovative Sex Toy, signal that this target is well within reach.
Dr. Justin’s FirmTech isn’t just a tech company. It’s helping to reshape the conversation around sexual wellness by integrating it with overall health. As consumers become more proactive about managing their well-being through data-driven tools, FirmTech is uniquely positioned to drive this change.
With a clear path to expansion and a commitment to health-focused innovation, FirmTech stands out as a venture worth watching. It’s not often that a company successfully bridges pleasure and health, but FirmTech is doing just that, and it’s setting a new standard for what sexual wellness products can achieve and how our overall health can be measured.
