Shaking up men’s health, one pair at a time
Cool Beans Underwear isn’t just your average pair of jocks. These medical-grade undies are making serious waves in the men’s health space, tackling a topic many avoid but shouldn’t – testicular heat. Turns out, keeping the crown jewels cool is not just about comfort; it’s about fertility, testosterone, and overall well-being.
Addressing a critical need
Founded by Ipswich-based medical researcher, Saara Jamieson, Cool Beans arose from a deeply personal journey. After facing challenges with infertility, Saara and her husband, Jordan, embarked on a mission to develop a solution that addressed a significant barrier to male fertility: testicular heat. Building on Saara’s extensive anatomy and physiology knowledge, gained from her Bachelor of Science degree and work as a researcher at QIMR Berghofer Medical Research Institute, and rigorous research and development, they created a unique underwear design that effectively reduces testicular heat, a crucial factor in maintaining healthy sperm production and testosterone levels.
"Many people are oblivious of the importance of sperm health; sperm isn’t only critical for conception but is one of the leading causes for miscarriages as well as mental and physical disabilities in children. Scientists have shown that a male needs only to sit for 20 minutes on an office chair or 12–13 minutes in a vehicle to heat the testes to a point to turn off testosterone and sperm production, as well as cause damage to developed and developing sperm. All men should be trying to optimise their sperm health for a minimum of three months prior to conception to improve their offspring’s health chances," Saara shared.
After giving up on western and eastern treatments, multiple miscarriages and the significant costs (noting that IVF wasn’t attempted), Saara and husband Jordan conceived a mere four months after developing their first prototype.
Registered with the Therapeutic Goods Administration of Australia (ARTG 379655), Cool Beans is now available worldwide, with 60% of their revenue coming offshore. Having made a significant impact in men’s health, the product is now gaining recognition in the sports technology industry. Cool Beans are working with the National Rugby League as part of the NRL Magic Round Innovation Challenge with Accelerating Female Founders to pivot their technology to the needs of the NRL and hope to break down the barriers and stigma surrounding men’s health.
Cool Beans is now being used to aid in a multitude of health conditions such as physical and mental sexual performance, pre and post operative care including testicular and prostate cancer patients, optimising testosterone for mental and physical performance and more; all while being comfortable, cooling and supportive everyday underwear.
Helping female founders
Saara was one of 15 female founders that participated in the Change the Ratio: Bridging the Gender Gap in Sportstech program, delivered by the Australian Sports Technology Network under Round 1 of our Accelerating Female Founders Program in 2023 to increase female participation in the industry. Participation in this program provided Saara with critical insights into the growing US sports market, including market trends, challenges and opportunities to expand the Cool Beans range with sportsand athletic appropriate designs. The program also provided valuable mentorship, skills development and networking opportunities, helping Cool Beans build a strong foundation for future growth and expansion.
What’s Next for Cool Beans?
With sights set on further sports collaborations, expanding their product range, and continuing the fight for better men’s health awareness, Cool Beans is just getting started. The mission is clear: to keep men comfortable, confident, and cool – both literally and figuratively.
Accelerating Female Founders
The Accelerating Female Founders initiative provides a series of business development programs for Queensland based female founders or leaders to take their businesses to the next level. Our funding is supporting leading education and industry organisations to provide programs, support and expertise for female founders.
Last updated: 02 Apr 2025