Talk of testosterone deficiency is hard to escape these days, with podcasters and politicians obsessing over how to avoid a “low T” lifestyle.

As the hormone’s cultural salience deepens, demand is growing. In a timely move, telehealth giant Hims just launched a testosterone replacement therapy service for cisgender men.

The direct-to-consumer juggernaut will offer two types of injectable treatments, as well as an oral pill option that can be sent to patients after they take an at-home capillary blood test. Peter Stahl, a urologist and a senior vice president of men’s health at Hims, wants to “cast as wide a net, and get as many people tested, as possible.”

Hims, which started out selling erectile dysfunction medications, has expanded into women’s health and grown from a startup to a publicly traded company serving 2.9 million customers since it launched in 2017. Offering testosterone replacement therapy, or TRT, is both a new phase for the health platform and a doubling down on men’s health care. “When we first started, we didn't have the capabilities to take care of a complex condition like testosterone deficiency,” Stahl says. “We've finally grown up.”

The company will compete with a wide array of online clinics offering testosterone therapy, many of which have cropped up in the past few years using turnkey telehealth services to launch quickly. Many of these services market the medication as a lifestyle enhancer or anti-aging solution.

” Testosterone became a controlled substance following the 1990 Anabolic Steroids Control Act, and for decades, taking it has carried an association with muscle-obsessed gym rats.

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