Elliot Justin, MD, FACEP, is the CEO and founder of FirmTech, the world’s first sex tech company focused on keeping men firm and fit for a better lifetime of lovemaking and pleasure. Before there is ED, there is erectile fitness. How can men avoid ED, and if they have it, arrest it, and potentially reverse the condition? The company’s FemmeTech division has a similar mission for women. How can women monitor and maximize their sexual health?
With our easy and comfortable wearables, men and women in privacy, at home will be able to assess objectively the impact of diseases, medications, supplements, diet, etc. upon their sexual wellness and pleasure.
Since launching at AUA in 2022, FirmTech has sold over 7k units and won several prestigious prizes. The Tech Ring achieved second place at the 2023 CES/Showstopper event in Health Wellness and Innovation, and the 2023 Most Innovative Sex Toy of the Year at XBIZ. The Performance Ring was runner-up for best male sex toy of the year.
Keenly interested in heightening sexual pleasure and intimacy, Dr. Justin began exploring aphrodisiacs on his first day of medical school in 1975. Unfortunately, none of them worked. More recently, he researched neuromodulation therapy to stimulate erections and ejaculation. He called it “Project O”. The culmination of this study involved testing a pacemaker-like implant to stimulate erections in rams, and eventually on himself.
Dr. Justin and the FirmTech team have developed the Tech Ring and the Performance Ring, which are transformative tools to help men optimize personal “erectile fitness,” and to inspire better erectile and cardiovascular health.
The Tech Ring embeds smart sensors into an advanced effective and safe “cock ring” form. Everyone knows about “morning wood”, but healthy men have three to five erections while they sleep. This number is a leading indicator of a man’s vascular health. Before heart attacks, strokes, and significant diabetes occur, this number will go down. Monitoring these erections will be quite important, especially for men in their 40s and older. When worn during sex, the Tech Ring measures the duration and firmness of erections. Now men, while wearing a cock ring for better sex, can also assess the impact of medications, vascular diseases, recreational drugs, alcohol, supplements, and exercises on their erectile health.

Elliot Justin, MD, FACEP