Men’s Health: Tracking Vitality with TechRing | Suzanne Noble from FirmTech

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Alright everybody, welcome to today’s episode of Pathmonk Presents. Today we are joined by Suzanne Noble. She’s the Regional Director of Sales and Marketing at FirmTech UK. Suzanne, welcome to the show.

Suzanne Noble: Thank you for having me.

Rick: Glad to have you, Suzanne. I know we’re going to get maybe a little bit spicy today because we’re going to talk about FirmTech. But in your own words, can you tell us a little bit about your company? What’s the heart of what FirmTech does, and what makes it stand out in the market?

Suzanne Noble: Sure. FirmTech, which was co-founded by Dr. Elliot Justin in the state of Montana, is a company that supports men’s sexual health. Elliot started to look into something that most people don’t talk about—what happens to men while they sleep, and how it impacts their vascular health.

What he came to understand was that during the night, while men are asleep, they have multiple erections. The number of erections they have can predict their vascular health. If you have none or very few, the likelihood of developing serious chronic illnesses—like cardiovascular disease, prostate issues, or diabetes—increases.

So he developed a product, which took a few years to create, called the Tech Ring. It’s a constriction ring that measures the duration and firmness of a man’s erection while he’s asleep, having sex, or masturbating. By tracking the number of erections a man has, he can determine his overall physical health.

We’re on a mission to help men prevent long-term health conditions. This is how we’re doing it. It’s quite innovative, and it’s a relatively new device—only around for about three years. We’re still in the early startup phase, exploring opportunities for this diagnostic device and other related sexual health products—soon including women’s sexual health as well.

Rick: Understood. I don’t know if you can see this—I’m wearing a smart ring. This is UltraHuman. I wear it all the time—when I sleep, when I run, whatever I’m doing. So this piques my curiosity. Is that how your ring works too? Do you need to wear it all the time?

Suzanne Noble: No. Most people are more concerned about what happens while they sleep because at other times, it’s fairly visible. We suggest men wear it around four times to get a solid reading. Generally, they wear it while asleep—you put it on at bedtime, even if you’re not erect, and it will take readings during the night.

It connects via Bluetooth to an app, which records what’s happening. You can also add other data—like how much alcohol you’ve had, whether you’re on medication like antidepressants, which can affect erectile function. All this contributes to a fuller picture.

Doctors, especially cardiologists and urologists, are excited because there hasn’t been a way to capture this kind of genital data before. It provides them with truly useful insights.

Rick: Very interesting. Thanks for expanding. Let’s shift gears and talk about marketing, sales, and growth. Suzanne, how do most people discover FirmTech? What marketing channels are working well in your region?

Suzanne Noble: One of the big challenges for anyone in sex tech is advertising. Meta, in particular, doesn’t allow ads for these kinds of products, so we have to look elsewhere.

Elliot, who is very charismatic, has been a guest on podcasts for years. He works with a podcast agency that books him on shows that focus on healthcare, men’s health, biohacking, and longevity—audiences who love data, like you with your smart ring.

That’s how I got involved. I have a large audience on TikTok and Facebook, and I host a weekly podcast called Sex Advice for Seniors. Elliot was a guest, and from there we built a relationship. I can sell FirmTech products simply by being me. My followers trust my recommendations.

So influencer marketing—via myself and others with large YouTube audiences—has been key. On the healthcare side, we’re building a lead generation machine with LinkedIn outreach, web scraping, and informative blog content on our website. We also run regular email newsletters to people who sign up via popups.

Rick: Sounds like it was a perfect match when you met Elliot. No pun intended!

Suzanne Noble: Exactly.

Rick: You obviously have social selling working for you, but since Pathmonk is a website tool, I’m curious—how much of a role does your website play in acquiring new customers? Are there things that work particularly well or areas you’re hoping to improve?

Suzanne Noble: Our biggest challenge is that most of our sales come from consumers. But there’s a huge market of healthcare professionals who could buy multiple units for resale or patient use.

They could incorporate it into their practice, upsell services—like having patients come back to assess their testosterone therapy results based on our data. The challenge is that a consumer-facing website isn’t always appealing to medical professionals. They might wonder, “Is this a sex toy or a serious diagnostic tool?”

We’re a medical Class II device and going through FDA approval. So now we’re introducing scientific papers and abstracts on the site to show the proof and research backing what we do.

Rick: That’s a valid point. I don’t know if the solution is a separate website or a different version of the same site, but you’re right—medical professionals expect a different experience than consumers.

Suzanne Noble: Yes, they may want something more sterile-looking. That gives them confidence it’s a serious medical product.

Rick: And that expectation matters. If it looks too “marketing-y,” they may not take it seriously.

Suzanne Noble: Exactly. For consumers, our Shopify site works—it looks great and functions well. But for health professionals, we need to offer more science and data to support their decision-making. That’s where we see a huge opportunity.

Rick: Got it. Now Suzanne, we’re about to wrap up, and I know you’ve got your own podcast coming up. Would you mind jumping into our rapid-fire segment? Just a few quick, light questions to close. The only rule: concise questions get concise answers.

Suzanne Noble: That’s fine. I can do that.

Rick: Do you prefer watching, reading, or listening?

Suzanne Noble: Watching.

Rick: What’s the latest thing you watched? It could be social media, a film, or a video.

Suzanne Noble: I binge-watched six seasons of The Handmaid’s Tale in a month.

Rick: Wow. Any gems or ideas that stuck with you?

Suzanne Noble: It’s a dystopian, depressing show that reflects a lot of what’s going on in America. It really makes you think.

Rick: Fair enough. Now, if you had a magic wand and could fix one frustrating thing in your marketing life with tech, what would it be?

Suzanne Noble: The number of emails I receive—just dealing with them.

Rick: I think we can all relate. Next one—what’s one repetitive task you’d love to put on autopilot forever?

Suzanne Noble: Tagging all my content. I’m on so many social channels, and I’m terrible at staying consistent with that.

Rick: Understandable. Now, if you could go back and give your past self a quick pep talk at the start of your marketing journey, what would you say?

Suzanne Noble: Make sure you know exactly who you’re solving the problem for and where to find them.

Rick: That’s a great one to close on—definitely relevant for marketers. Suzanne, thank you again for being on the show. One last thing—if someone forgets everything about today’s interview, what’s the one thing they should remember about the work you’re doing?

Suzanne Noble: That the way to a man’s heart is through his penis.

Rick: Amazing. Perfect closer. If someone wants to “find a man’s heart” through your company, where should they go?

Suzanne Noble: They should go to myfirmtech.com.

Rick: Amazing. Thanks again, Suzanne. Hope to see you again soon.

Suzanne Noble: Bye.