Between us – billions of views, millions of downloads, and the world’s biggest brands.
DAN O’NEILL
FOUNDER & CEO
Diagnosed with infertility. Tracked it, changed it, became a dad. Former senior adviser to the Prime Minister, heading up digital across government.
Achilleas Drakou
FOUNDING CTO
Built and scaled a consumer app to 5m+ downloads in an adjacent category. AI engineer specialising in predictive health models.
Cass Horowitz
FOUNDER & ADVISER
Google executive working with senior leadership on comms and narrative. Leads brand, partnerships and go-to-market.
SCIENTIFIC ADVISERS
PROF. ALLAN PACEY MBEUniversity of Manchester
DR. CHANNA JAYASENAImperial College London
02
WHY I BUILT LOAD
I was the problem.
FOUNDER PORTRAIT
1%
“A while back my wife and I tried starting a family. It didn’t work.
Every month that passed as we waited for an NHS appointment felt like time running out.”
0 1 / 0 8
03
THE MISSION
Male reproductive health has been invisible for as long as it’s existed. Not because it’s some unknowable mystery. Not because men don’t care. Our experiences show us they do. It’s because the infrastructure doesn’t exist.
04
THE MISSION
Augustus understood it when he inherited a republic in disorder. That’s why his first act of power was not conquest but a census. He counted what Rome had never counted. He measured the empire so he could govern it.
4,063,000
CITIZENS COUNTED ROME, 28 BC
04
THE MISSION
Navigation was transformed by the chart. Medicine by the microscope. Agriculture by the calendar. In each case, the leap was not a new resource: it was a new way of seeing.
THE CHART
THE MICROSCOPE
THE CALENDAR
04
THE MISSION
Two thousand years later, the principle hasn’t changed. When you can’t see something, you can’t control it. When you can’t control it, you can’t improve it. When you can’t improve it, you’re left with luck.
04
THE MISSION
That’s the model LOAD. exists to replace.
What we cannot see, we cannot change.
THE FOUNDATIONAL TRUTH
Make sperm health measurable, understandable, and actionable.
04
The Problem
A civilisational problem that is being mostly ignored.
−62%
SPERM DECLINE
1973–2018
Men are responsible for at least 40% of infertility in couples.
Yet the reproductive health industry has been built primarily around women.
There’s still no standard way of measuring sperm health.
19731980199020002010
05
FIG.01
Spermatozoon
The only human cell meant to leave the body.
Click a part
Drag it around, scroll to get closer
Click any part to see what it does
06
THE HIDDEN VITAL SIGN
Sperm is the most neglected vital sign in men’s health.
2.7
years longer life expectancy – highest vs lowest motile sperm count.
Priskorn et al., Human Reproduction, 2025 — 78,284 men
½
Male factor contributes to up to half of couple infertility – sole cause in 20–30% of cases.
Agarwal et al., 2015
“Most people assume sperm health only matters when you’re trying to conceive. That assumption is wrong. Sperm quality is one of the most sensitive biomarkers a man has. It reflects testosterone, metabolic function, cardiovascular fitness, sleep quality, stress and toxic exposure. A man at 18 has as much reason to care as a 25-year-old trying to conceive or a 35-year-old with three kids; not because he’s planning a family, but because his sperm is a window into his energy, his hormonal balance, his sexual health, even how he’s ageing. Nobody has enabled men to look through it. We are the start.”
07
Why now — not five years ago
Four curves just crossed.
NOW
Tap a curve.
08
THE PRODUCT
The first men’s health platform built around sperm.
SPERM HEALTH SCORE
We’ve developed a new metric that lets men track sperm health like they track sleep or steps for the first time ever.
AI BEHAVIOUR ENGINE
Daily coaching that turns habits into measurable change across sleep, stress, alcohol, exercise, diet and more.
ECOSYSTEM
Testing, supplements, insights and coaching in one place.
COMMUNITY
Leagues, challenges and gamification drive engagement.
Last 70 Days
09
Live demo — where most men start
Get me to 82.
Sleep
Alcohol
Exercise
Stress
Smoke
45SHS
52Count
44Shape
34Speed
48Volume
56Vitality
Illustrative model
10
THE SYSTEM
Every log and every test makes the system smarter.
Sleep duration & quality → associated with concentration and motility.
67Count
59Shape
49Speed
63Volume
71Vitality
60SHS
Hover an input to see the evidence behind its weighting — test results calibrate the score to the individual.
11
THE RETENTION ENGINE
Daily coaching that turns habits into measurable change.
[REAL IN-APP COACHING SCREEN — DAN TO CONFIRM WHAT SHIPS TODAY]
CYCLE · DAY 31 OF 70
“New sperm in 39 days.”
The app scores the day, tells him what to fix, and speaks in a voice men actually keep reading. Across sleep, stress, alcohol, exercise, diet and more — the same voice that earned a 4.7 rating.
All screens real. No invented messages. WhatsApp/iMessage exploration does not appear in this deck.
12
Go-to-market · in build
Men won’t track sperm health alone. They’ll compete for it.
IN BUILD — SHIPS WITH THIS RAISE
FOUNDERS’ GYM LEAGUE
Founder’s Gym League
DAY 15 OF 70
1. Tom H. +11
2. Dan O. +9
3. Marcus W. +7
4. Achi D. +4
5. James K. +2
Strava made running social. Whoop made recovery a leaderboard. LOAD makes the most private number in a man’s life into a team sport — gyms, mates, workplaces playing 70-day leagues.
Every league is a self-funding acquisition channel: members recruit members. ↓ CAC↑ Retention
13
WHERE WE ARE
It’s live, and men are using it.
LIVE ON iOS
Shipped and in market, with users logging daily and taking tests.
A SYSTEM THAT LEARNS
Every log and every test makes the system smarter. The model improves with every user-day of data.
TRADEMARKS SECURED
LOAD.® and Sperm Health Score® protected – the category name is ours.
TESTING PARTNERSHIPS
Integrated with sperm testing providers so results feed the score.
EARLY CONVERSIONS
Over a third of users who complete our onboarding join as paid subscribers.
Roughly 6M men across the UK and US try to conceive in any given year; men actively searching for exactly this. 1 in 7 UK couples and 1 in 8 US couples struggle to conceive (NHS/HFEA · RESOLVE).
Men18–50+
Fertility is the wedge. Testosterone and longevity are where the same daily user’s ARPU — and our market — multiply.
£1.08BSAM
£86MSOM
Expansion ceiling: men’s health supplements alone are $75B, growing ~10%/yr.
Grand View Research
15
Appendix · “But aren’t birth rates collapsing?”
Falling birth rates make this bigger, not smaller.
$68.6B
The global IVF market compounds 8.8%/yr to $68.6B by 2034; fewer births, far more spend per birth.
Precedence Research, 2025
1 in 8.5
Japanese births now come from IVF (~11.7%, 2023); 13% of Danish babies via medically assisted reproduction — and rising.
JSOG 2023 · Human Reproduction Open 2026
87%
Most Europeans say their ideal family is two or more children.
Eurobarometer, 2011
AND THE EXPANSION MARKET DOESN’T DEPEND ON BIRTHS AT ALL: MEN’S HEALTH SUPPLEMENTS ALONE ARE $75B, GROWING ~10%/YR
$270B
South Korea has spent $270B on birth-rate policy since 2006; Hungary’s government claims 5% of GDP; a 2025 US executive order expands IVF access.
Statistics Korea · White House, Feb 2025
16
HOW LOAD MAKES MONEY
Three revenue layers, one subscription habit.
01SUBSCRIPTION
£14.99/mo
The daily SHS, the coaching, the community. The recurring core — high-margin, compounding.
02ECOSYSTEM
Margin on at-home tests and supplements, sold inside the habit at the exact moment of intent.
SERIES A · 03DATA & DIAGNOSTICS
The paired behaviour↔outcome dataset powers next-gen diagnostics and clinical partnerships.
Full unit economics in the data room.
17
WHY LOAD WINS
Everyone else sells a test. We own the habit.
No funded company in the world does a daily behavioural sperm health score — and nobody at any scale combines one with validated at-home semen testing.
MALE FERTILITYGENERAL WELLNESSEPISODICDAILYLOAD.LegacyFellowExSeedYOMojo †NumanHimsFloIndie score appsWhoop / Oura
18
THE VISION
What we cannot see, we cannot change.
Own the score. Own the data. Own the market.
Heart rate became measurable, then a daily practice, then an industry. Sleep followed. Then Recovery. Sperm health is the last major signal for men that’s still invisible. We’ve built the only daily measure of it.
HEART RATE ♡
72 BPM
MEASURED
SLEEP ☾
7h 42m
MEASURED
RECOVERY ↻
81 /100
MEASURED
SPERM HEALTHNOW
01 The default score · 02 The largest dataset · 03 The front door.
19
The ask
£1M buys the next 25,000 men their first 70 days.
TARGETS
25,000+men starting a SHS (target)
5,000+completing a 70-day cycle (target)
1stpaired behaviour outcome dataset
Product & Engineering
Growth & Leagues
Data & Calibration
Operations
18-month runway → Series A on the dataset and retention proof.
20
What the £1M funds
Everything under Today already exists. This raise funds the rest of the track.
TODAY
MVP live on the App Store
LOAD.® and Sperm Health Score® trademarks secured
Testing partnerships wired
UK’s highest-rated sperm health app
+6 MO
Leagues live [DAN: threshold]
Coaching v2
1,000 paired tests [confirm]
+12 MO
25,000 men scoring [confirm]
5,000 cycles complete
Behaviour↔outcome dataset №1
+18 MO
Series A on dataset + retention proof
Next-gen diagnostics
International expansion
21
As I write this, my daughter is blowing raspberries at me. She doesn’t know that she was, for a time, unlikely; that her father had to turn himself into a research project to build something that should’ve already existed.
Well, now it does.
Give men a number to chase.
Dan O’NeillFounder & CEOdan@load.healthload.health
THE CHART
THE MICROSCOPE
THE CALENDAR
MEASURED
MEASURED
MEASURED
NOW