For the past year, we’ve been quietly building something that I believe has the potential to change men’s health in the UK. During that time, we’ve assembled a world-class team of urologists, endocrinologists, nutritionists, and performance experts, designed a platform that’s actually fit for purpose, and built the foundations for what I hope will help men reclaim their best — physically, mentally, and hormonally.

Because, if we’re honest, the system is failing men.

We are delaying care, we’re waiting until we break before we seek help, and we’re dying 5.1 years younger than women. The data doesn’t lie: 65% of men are overweight, 1 in 4 have low testosterone, and 58.5% experience erectile dysfunction.

That last figure is particularly sobering. Erectile dysfunction isn’t just about sex — it’s a barometer for cardiovascular and metabolic health. When blood flow is compromised there, it’s often compromised elsewhere. It’s one of the earliest warning signs that something isn’t right, yet too many of us ignore it until it becomes unavoidable.

The Modern Male Health Crisis

What we’re seeing isn’t just about individual choices. It’s systemic. The health model available to most men today is reactive, not proactive. We wait until symptoms appear, until weight creeps up, until motivation drops, until our relationships start to suffer. By the time we act, the damage is often done.

And when we do seek help, the solutions on offer are rarely holistic. Too much of the industry is focused on prescriptions and quick fixes. Medications can be powerful tools — in fact, they can be life-changing when used properly — but they are not the full picture.

Our medical team and I share the same frustration: the current model treats symptoms, not systems. It focuses on short-term results rather than sustainable change. You can’t medicate your way out of habits that took years to build. Behaviour, nutrition, sleep, mindset — these are the needle-movers. They’re not glamorous, but they’re essential.

Why We Start with Education

That’s why every man who joins Heracles gets access to our content library. It’s not an afterthought — it’s a foundation. Our first release, the Foundational Nutrition Course, was designed with Richie Kirwan, PhD, to teach men how to actually fuel themselves properly. It covers everything from calorie balance and macronutrients, to fats for hormonal health, micronutrient density, and how to navigate the chaos of modern nutrition advice.

Because understanding your body is the first step to improving it.

It’s the difference between relying on willpower and relying on knowledge.

Over time, that library will grow. We’ll expand into sleep, stress management, alcohol, mindset — the foundations of health outcomes. Not because they’re buzzwords, but because they’re what matter most.

You likely don’t need another fad diet or supplement stack; you need clarity, structure, and accountability.

Why the Baseline Matters

There’s a lot of talk about longevity right now — extending life, optimising performance, hacking biology. And that’s exciting. But let’s be honest: most men aren’t even at baseline.

Before we can think about longevity, we need to fix the basics. Energy. Strength. Libido. Sleep. Focus. Confidence.

If we can get those right, we can start talking about optimisation.

Health and longevity are luxuries right now. For too many, even feeling “normal” would be an improvement.

And that’s not a failure of effort — it’s a failure of environment. Misinformation isn’t confined to politics; it’s everywhere in health. We’ve normalised poor energy, poor sleep, poor nutrition, poor libido. We’ve accepted “just getting older” as an explanation, when in reality, it’s often hormonal, metabolic, or behavioural.

Sometimes, even blood work tells a story that our reflection doesn’t. You can look fit and still have underlying issues — low testosterone, poor lipid profiles, inflammation, vitamin deficiencies. That’s why diagnostics are at the heart of what we do. Because when you can measure, you can manage.

Why This Matters Personally

I built Heracles out of frustration — and conviction. Frustration at seeing how difficult it is for men to get the care they deserve, and conviction that it doesn’t have to be this way.

For years, I’ve watched friends, colleagues, and family members ignore symptoms that could have been fixed with early intervention. I’ve seen men dismiss fatigue, low libido, or brain fog as “stress” or “burnout,” when in truth, their hormones or lifestyle were out of balance. I’ve seen them told by doctors that they’re “fine” because their numbers fall inside a reference range that’s anything but optimal.

We deserve better than that.

We deserve a system that recognises prevention as the real goal, that takes men seriously, and that acknowledges that health is more than just medication.

What Comes Next

Heracles isn’t a finished product — it’s a living system. We’ll evolve as you do.

Your feedback will shape what comes next. You’ll tell us what’s working, what isn’t, what you need more of. If you think something’s missing, tell us - my email address is at the bottom and my door is always open. If there’s a topic you want us to cover, we’ll find the right expert.

This isn’t just a platform; it’s a community — one designed to empower men with the tools, knowledge, and medical support to live stronger for longer.

The Hard Truth

I won’t sugarcoat it: the biggest changes you’ll make won’t be easy. They’re not sexy. They won’t fit neatly into a social media soundbite. They’ll require effort, consistency, and patience.

But they’ll also be the changes that matter most. Because when you start sleeping better, eating better, training smarter, managing stress, and fuelling your hormones properly — everything else starts to fall into place.

Our job is to make those steps as simple and as accessible as possible.

Heracles is built on the belief that men don’t need to be told to “man up.” We need to be told the truth — and given the tools to do something about it.

So here’s my promise:

We’ll keep building, keep improving, and keep listening.

Heracles exists to help men get back to baseline — and then build beyond it.

To reclaim health as a right, not a luxury.

This isn’t the end of the conversation — it’s the start of one.

Welcome to Heracles.

tom@heracles.health