The “tough guy” myth is affecting men’s health—and how this Filipino entrepreneur wants it gone

Advertising restrictions on health products, especially sexual health, made marketing GoRocky tricky. More than that, Braun had to navigate cultural attitudes toward men’s health in the Philippines, a predominantly Catholic country. Encouraging men to seek help in this environment required breaking long-standing stigmas and fostering open conversations about well-being.

“Many men avoid the issue completely,” Braun says. “It’s not just personal shame; it’s societal. People joke about erectile dysfunction (ED), but 50 per cent of men with ED also experience depression and anxiety. That’s not funny; that’s serious.”

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To navigate this, GoRocky takes a two-pronged approach in its marketing: education and humour. “We use humour in our ads because if you make people laugh, they open up,” Braun says. “We also frame the conversation positively. Rather than making it look as if we’re poking fun at the problem, we show what life could look like when they take charge of their health.”

From anonymous online consultations to discreet packaging, GoRocky ensures that seeking treatment feels safe. “The goal is to meet men where they’re at. Some prefer chatting instead of video consultations, and that’s okay. What matters is that they take the first step.”

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Braun never set out to lead a pioneering health startup, let alone in the Philippines, far away from home. “When I started, I had no idea how deep this would go,” Braun admits. “I just knew I wanted to build something meaningful. Over time, I realised that what we were solving wasn’t just about treating conditions—it was about reshaping access to healthcare entirely.”

His decision to stay in the Philippines wasn’t just business-driven. He was drawn to the optimism of Filipino startup culture. “There’s a different kind of energy—people are excited to build things, to create change,” he says.

Two years in, he has embraced the role, evolving from a curious intern to a founder shaping the future of men’s healthcare. “I used to panic about things that don’t even faze me now,” he admits. “But over time, I learned that as long as you keep going, things work out.”

His biggest piece of advice: “Just continue. That’s it. Whatever obstacle you hit, keep moving forward.”

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That shift in perspective has driven GoRocky’s next big moves. What began as a platform for men’s health is expanding into something much larger. GoRocky is now moving into chronic care, offering blood tests, personalised treatments and even compounded medication to make healthcare more accessible. 

“A lot of men coming to us for ED or weight loss actually have underlying conditions like diabetes,” Braun explains. “We realised we could offer so much more: diagnostics, compounded medicine at a lower price, even partnerships with clinics.”

Braun says GoRocky eyes launching its own compounding pharmacy this year to make treatments more affordable. “Right now, there’s a shortage of medication for weight loss solutions. By compounding, we can fill that gap and offer personalised dosages at a fraction of the cost.”

They’re also entering retail, partnering with selected brands to create healthier alternatives to over-the-counter supplements.

Here we ask the co-founder some quickfire questions to understand what makes him tick.

⁠What’s the best business advice you’ve ever received?

Kiyanusch Braun (KB): Mission is the optimising factor. Financials are the constraining factor—a means to an end.

Describe GoRocky in three words.

KB: Love, health and strength.

⁠In one sentence, what’s next for GoRocky?

KB: We aim to provide quality universal healthcare.

What’s book or podcast has helped shaped your thinking?

KB: I like the Founders Podcast, which features biographies of founders. For a book, Beyond Good and Evil by Friedrich Nietzsche is a must-read.

⁠With such a busy schedule, how do you keep your energy levels up?

KB: Meditate, sleep, workout, coffee and healthy food.

This article is part of Founder Stories, a series dedicated to discovering the untold stories and challenges of today’s entrepreneurs on their climb to the top. Discover more healthcare leaders across Asia.

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