Injecting Manhood: The Millennial Obsession with Testosterone
Testosterone prescriptions are surging in the US among Millennial men. Behind the trend lies a potent mix of medical need, social media hype, and a generational search for purpose and identity.
A testosterone boom is sweeping across America, and it’s not just aging Gen Xers trying to regain their edge. The fastest-growing demographic on hormone injections? Millennial men under 35.
In 2019, Americans filled 7.3 million testosterone prescriptions. By 2024, that number hit 11.0 million. That’s a staggering +51% increase. Gameday Men’s Health, a chain of sleek “man cave” clinics offering same-day T-shots, has exploded from 50 to 375 locations in just over a year.
What’s driving the surge? A mix of real medical need, viral hype, and generational insecurity.
Testosterone levels have indeed been declining for decades. And they’ve been falling by birth cohort—meaning that the later you are born, the lower (on average) your age-adjusted testosterone level is.
Possible causes of “falling T” include higher rates of obesity, more sedentary lifestyles, and increased exposure to environmental toxins. (See “You’re Not the Man Your Father Was.”) Low testosterone can lead to depression, muscle loss, and reduced libido. But real medical need doesn’t explain the whole story. According to the American Urological Association, 25% of patients on TRT never had their testosterone checked. One-third weren’t even deficient.
Viral endorsements from manosphere icons have certainly boosted the trend. Podcasters Joe Rogan and Dax Shepard frequently talk about how testosterone therapy has improved their lives. RFK Jr. takes TRT as part of his “anti-aging protocol.” And TikTok is flooded with fitness influencers promoting the benefits of testosterone.
It’s no surprise this messaging strikes a chord. Many young men are coming of age in an era of shifting gender roles and economic upheaval, one that often leaves them questioning their place in society. Over the past few decades, the economy has steadily moved away from traditionally male-dominated sectors like manufacturing and toward fields such as education and healthcare, where women now predominate. Young women are also outpacing men in education, career advancement, and income. And many Millennial women say that today’s men simply don’t meet the bar for a “marriageable” partner. (See “Millennial Women Just Can’t Find Enough Good Men.”)
This boom in testosterone is an attempt by Millennials to regain the “manly” ideal. To be sure, according to many young users, this Millennial-style masculinity won’t be a simple reversion to their fathers’ self-image. It will be a more restrained, socially conscious manliness. It will be less about swagger and dominance, and more about self-regulation and feeling centered, energized, and capable.
Of course, the therapy comes with risks. Without proper hormone balancing, some men unknowingly sterilize themselves. And clinics range in quality. Some require diagnostic panels. Others, like Gameday, are looser: “Optimize how you feel” is the pitch. While many physicians once cautioned that testosterone therapy might raise the risk of prostate cancer or heart attacks, recent studies have overturned those fears.
Many young men wake up each day feeling less like they’re conquering the world and more like the world is conquering them. Now, there are medical options, and a growing number are giving it a shot.