Fertility has historically been presented to us as a 'women's issue', but we've seen a turn in the tide this year, with the spotlight shining on men and the quality of their sperm.
Firstly, 'how to improve sperm quality' has seen over a 5,000% increase in online searches, while for the first time ever male fertility took centre stage at July's ESHRE (European Society of Human Reproduction and Embryology) 2026 fertility conference, with fertility expert Richa Puri, who was in attendance, telling HELLO! the topic was highlighted "in a way it never has before, and that's a positive sign the conversation is finally catching up with the science."
The uptick in male fertility focus could in part be down to the social media trend of spermaxxing, described by Richa, who has 18 years experience in the fertility space, as: "The buzzy new term for optimising sperm health, quality and count, to boost the chances of conception," which sees participants engage in everything from icing their testicles and avoiding hot tubs, to eating raw garlic and avoiding ejaculation – more on what works and what doesn't later.
© Getty ImagesSpermaxxing is nothing new – but why do we care now?
While the term is buzzing on social media, Richa explains: "It's not really new territory, just a fresh label on tried-and-tested fertility science," explaining that she has been supporting clients to optimal sperm health for years, typically beginning a 1.5-hour consultation covering sleep, stress, gut health, nutrition and lifestyle, alongside blood and semen analysis to work out best to give sperm some TLC.
Growing awareness around male fertility could be driving the boom in interest. It's a misconception that infertility is a female issue, with research showing that 40 to 50% of infertility cases are male-contributed. "Male factors are involved in around half of all fertility cases, which is why I always insist on treating couples together rather than focusing on one partner," says Richa.
It's also commonly believed that men are fertile forever, but Jess explains that sperm health declines steadily, with an increase evident from the age of 45 years.
Sperm health is also linked to overall health, Richa notes: "Poorer sperm parameters have been shown to correlate with cardiovascular disease risk later in life," she says. "This is proof that sperm health isn't just about making a baby; it's a real window into a man's overall wellbeing."
© Getty ImagesHow to spermaxx: what works and what doesn't
As mentioned, approaches to spermaxxing range from sensible to slightly bizarre, according to Richa. "On the evidence-based end, people are following Mediterranean-style diets rich in antioxidants, taking targeted supplements, improving sleep and cutting stress.
"On the more extreme end, I've seen men holding ice packs against their testicles: a habit that sounds logical on the face of things but isn't backed by solid evidence."
Fertility and pregnancy dietitian Jess Willow adds that she's seen people spermmaxing by eating raw garlic and abstaining from ejaculation – both of which are unlikely to support sperm health.
What to eat – and do - for sperm health
1. Adjust your diet
On what will truly help, Jess says: "Strategies which can support sperm health are diets rich in whole foods, leafy greens, berries, and omega-3s, as these provide antioxidants that protect sperm from oxidative DNA damage.
© Getty2. Sperm-friendly supplements
"Antioxidants such as vitamin C and E, selenium, and Coenzyme Q10 are of particular interest and well researched." Jess recommends PROCEIVE's Max Men Advanced Fertility Supplement, £53.50 for 30 sachets, which includes all the above essentials.
3. Lifestyle changes
Lifestyle-wise, Jess advises that reducing stress, alcohol, smoking, recreational drugs and improving sleep will not only support fertility health but also long-term health.
"Wearing looser-fitting underwear, avoiding prolonged heat to the testes such as jacuzzi or sauna use and reducing exposure to certain chemicals such as pesticides, solvents and some heavy metals can also help," Jess adds.
On why heat spells trouble for sperm, Richa says: "Heat is indisputably bad for sperm, and even a small rise in testicular temperature can knock concentration, motility and shape off course." However, she cautions: "Going to the opposite extreme with ice doesn't fix things, and there's no solid evidence it boosts fertility, while it does risk cold burns to sensitive skin."
The sperm summary
The real wins for sperm health are refreshingly straightforward, Richa reassures. "My tried-and-tested toolkit includes a Mediterranean-style diet packed with colourful, antioxidant-rich fruit and veg, omega-3s from oily fish such as salmon, sardines and mackerel, and a daily handful (about 60g) of walnuts, almonds and hazelnuts."
For lifestyle changes, she recommends: "Losing weight where needed and staying active boosts blood flow to the testes, while stopping smoking and vaping, cutting back on alcohol and caffeine, prioritising sleep, managing stress, staying well hydrated (semen is mostly fluid), and avoiding prolonged sitting all help too."
And for the really committed spermaxxers? "I recommend more advanced testing in clinic, including DNA fragmentation analysis, oxidative stress testing and semen microbiome testing to build a truly tailored plan."
Sperm takes roughly 74 days to regenerate, so changes made now will have an impact on sperm health in three months' time – happy maxxing!
