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

Many men tend to avoid doctor visits, dismissing symptoms in an effort to “tough it out”. But what starts as neglect can lead to undiagnosed conditions and serious health risks. Kiyanusch Braun, co-founder of GoRocky, is on a mission to change that

5 min read

When Kiyanusch Braun arrived in the Philippines in 2022, he didn’t expect to stay. The German national had just graduated from an international business school and was eager to immerse himself in the startup ecosystem. A chance opportunity led him to Pulse 63, a healthcare venture builder, where he first encountered an overlooked but pressing issue: men’s health.

“There’s a lot of shame when it comes to our own health and well-being, especially with stigmatised conditions,” Braun explains. “We saw that men were reluctant to visit doctors. So, we talked to patients to first understand the problem. Over time, we realised it was about more than just destigmatisation; it was about transforming healthcare access.”

This realisation gave birth to GoRocky, a platform that connects men with affordable treatments for conditions like erectile dysfunction, hair loss and weight management.