Inside the Athlete-Driven Model Powering Gameday Men’s Health
One of the most recognized names in men’s wellness is Gameday Men’s Health, but it doesn’t get there through flashy marketing, hype, or corporate theatrics.
The idea was simple: men need a modern and accessible place to comprehend their bodies, improve their performance, and manage their health before it becomes a crisis.
R.org sat down with Founder and CEO Evan Miller, Ph.D., to comprehend how a concept that originated in a small California clinic has become one of the most rapidly growing franchise systems in North America.
A Modern Clinic Born From a Personal Journey
The standard Silicon Valley blueprint does not apply to Gameday’s origin story. Miller, an athlete who had spent his entire life training, competing, and dealing with the inevitable setbacks of injury and aging, started to show signs of low testosterone in 2018. The healthcare system’s gap surprised him, not the diagnosis.
Many men were silent about their concerns, too ashamed to ask a doctor, or convinced that they had to ‘tough it out.” The clinics that existed were often clinical, outdated, or transactional. Miller saw an opportunity to reshape the experience completely. The culture of recovery and performance was the primary focus of Gameday. Every clinic has lounge–style aesthetics, walk-in access, same-day lab results, and a staff that treats you like a teammate, not a number. It proves what we already know: men engage more in their health when the space feels inviting and built for them.
The Services Pushing Men Toward Better Health
Proactive and personalized performance health is the focus of Gameday’s care model across its 400+ clinics. Tailoring services to what modern men prioritize the most.
- Testosterone optimization and long-term hormone planning
- ED and performance therapies that focus on confidence and connection
- Shockwave treatments for athletes or anyone recovering from musculoskeletal pain
- Targeted weight-management programming
- Vitamin and peptide injections aimed at recovery, longevity, and energy
This approach is designed for everyday men, not just professionals, and is streamlined and driven by athletes.
Not Just Growth—Historic Growth
The speed of expansion is incredible. By 2023, Gameday had become the fastest-growing franchise in U.S. history, selling an unprecedented 1,000 licenses in a single year. New clinics are opening in various parts of the United States and Canada, and projections indicate that the company may surpass the $1 billion revenue mark within the next two to three years. This expansion is not happening alone.
Miller has made an intentional effort to align the brand with elite athletes and sports communities that prioritize performance, recovery, and longevity regardless of age. NASCAR Champion Kyle Busch and professional skateboarder Ryan Sheckler are both linked by the inclusion of Gameday in motorsports and action sports, and the emphasis on mental health and lifestyle performance.
“I’m always looking for ways to stay ahead – physically and mentally,” said Busch.
“Gameday’s approach to men’s wellness has made a real difference in my energy and performance It’s something I trust and rely on.”
“For me, Gameday Men’s Health isn’t just physical — it’s mental,” said Sheckler.
“When my body’s balanced, my confidence and focus go way up. Their support gives me the edge I need to skate at the level I expect of myself.”
Gameday’s philosophy of performance medicine is reinforced by additional partnerships that involve UFC veteran Luke Rockhold educating men on hormone wellness.
Rockhold added, “As you get older, your body naturally starts to break down and deplete more – and more rapidly. You can’t treat yourself the way you did in your twenties. You have to level up. Gameday Men’s Health helps me stay ahead of the curve with the right vitamins and nutrients to keep me strong, balanced, and performing at my best – day in and day out.”
Gameday has also been linked to two of the most challenging sports environments, professional bull riding and competitive golf culture, through collaborations with the PBR Wildcatters and the Grass League.
Building a Franchise That Redefines Men’s Healthcare
Success has created a greater responsibility. National expectations of what men’s health can look like are being influenced by the company’s hundreds of clinics and more coming in 2026. Walk-in wellness. Transparent data. Personalized plans. An area where men who are not athletes are able to feel equally understood.
Gameday is becoming a movement as the conversation about men’s mental and physical resilience evolves.
Interview With Gameday Founder/CEO Evan Miller, Ph.D.
Below, R.org transitions into an interview format to explore the mindset, strategy, and future of Gameday Men’s Health.
– What personal experience inspired you to create Gameday Men’s Health and reshape how men access hormone and performance care?
– Yeah, I mean, honestly, it was one day, I’m looking in the mirror at 35 years old, and I think, I don’t feel right. I must be depressed. I’m a PhD in psychology, so I figure, all right—I’m depressed, time for a pill. I happened to be due for my physical and lab work, so I was curious. I asked my doctor, “Hey, would you mind checking my testosterone levels? I’ve heard that can be a thing, and I’m curious—how strong am I?” He said, “No, you’re good. We’ll check at 50.” I begged, and finally he agreed. My levels came back at 237, which, if you’re not aware, is the testosterone of an 85‑year‑old man. It was a real aha moment: maybe I’m not depressed; perhaps something else is going on. I looked up the symptoms, and, being a researcher at heart, I saw low energy, poor mood, poor sleep, poor sex drive, no focus, no motivation. That’s all hormone-related, all testosterone-related. So I thought, all right, there’s an opportunity here. Let’s start something up. If I’m going to create a medical practice, no one wants to go to the doctor, that’s the last place we all want to go. How about I make it feel like a sports lounge? Picture ESPN. So that’s what I did. I opened one office in Carlsbad, California, and it’s like you are walking into a sports lounge. The football games are on TV, you can have all the free snacks you want, and we get guys in and out super-fast, where we test your levels. Within 15 minutes, you know your testosterone level, and then we can get you started on one of our programs.
– Gameday has become the fastest-growing men’s health franchise in the U.S. — what key decisions drove that explosive growth?
– I was trying to grow the company during COVID and had a hard time finding employees to work. In California during COVID, you could stay home and get paid 60 grand to do nothing, so nobody wanted to be at the front desk at my office because you could make more at home. How could I grow the company? I considered franchising. Everyone was leaving California, and patients were saying they were moving to Boise, Nashville, Phoenix and would say, — “There are no Gameday locations there. Put one there.” I couldn’t afford to build a Gameday there, but maybe if I franchise it, another business owner could open a Gameday there. So that was it.
– With over 400 clinics and rapid expansion ahead, how do you maintain consistent quality and patient experience at scale?
– We have 350 medical doctors in our network. We also have a medical advisory board appointed by those doctors to ensure all of our clinical protocols are gold standard. Our team includes 500 nurse practitioners who drive high-quality patient care. We’re the largest retail men’s health brand in the world, and we do everything on a scale. We use a lot of technology and AI. But it all comes down to the people—it’s about the doctors—and we lean on them every day.
– Gameday sold 1,000 licenses in 2023 alone. Why do you think franchise owners are so drawn to this model?
– We’re giving men a safe place to feel better without judgment—that’s the point. When you see the Gameday logo and our office, it just clicks. Franchise owners come from diverse backgrounds—some on testosterone replacement, some from fitness, some were ER nurses—yet all share a passion for helping men feel their best. When men feel better, they’re better partners, husbands, and people. We’re not just a franchise or a medical practice, and we don’t want to be seen as a healthcare brand. We’re a movement—the Gameday Movement—aimed at filling every guy’s bus with confidence and vitality.
– The company is projected to hit $1 billion in revenue within 24–36 months — what’s fueling the next phase of growth?
– We’re building brand awareness and becoming a household name, thanks to our partnerships. We treat about 300,000 men per month, and we’ve seen over a million men come in for appointments on memberships. Word spreads—these guys tell their buddies, and it grows like wildfire.
– How does Gameday’s “modern recovery culture” design philosophy improve the patient experience compared to traditional clinics?
– Speed is the name of the game. When guys think they have to go to the doctor, they picture blocking out 2–3 hours and their day being shot. At Gameday, we say: give us 45 minutes of your time, and we’ll take care of the rest.
– What makes Gameday’s approach to testosterone optimization and performance therapy both personalized and medically responsible?
– Every candidate has a licensed lab in their clinic, and every office tests your blood. Based on the results, we create a personalized program tailored to you—not one-size-fits-all. It all starts with your labs.
– How is Gameday helping remove the stigma around men seeking help for low testosterone, ED, or recovery services?
One in four men will have low testosterone by age 40, and more than half will struggle with ED at some point. Our message: there’s no shame in your game—you’re not alone. It’s normal to want to feel your best. When men take control of their health, they become stronger leaders. Strength can foster confidence in relationships, while feeling weak can shift the burden to a partner’s dynamic that has affected relationships for decades.
– You’ve partnered with elite athletes like Kyle Busch, Ryan Sheckler, and Luke Rockhold. What makes these partnerships authentic to the brand?
These are real guys who take care of their health. Ryan isn’t just one of the most famous skateboarders of all time, he’s a dad and resonates with suburban dads. Luke Rockhold is one of the world’s elite athletes, still competing at 40. Kyle Busch is at peak performance, racing cars at nearly 200 mph. They do different things, but they’re all trying to be their best as they get older.
– What insights have you gained from working with athletes in high-impact sports like PBR on recovery and performance?
What they’re doing now doesn’t work. These guys are old-school in their methods. The PBR bull riders wake up, drink a six-pack, and smoke a Marlboro Red; that’s their recovery. Gameday offers real solutions: shockwave therapy to heal muscles and platelet-rich plasma injections to heal joints. We’re doing this whole cutting-edge medical protocol.
– Are there plans to expand athlete partnerships into the NFL, NHL, NBA, MLB, or global sports markets?
– Yeah—all the above. We are working on many of these initiatives. A lot of retired athletes are joining the Gameday team. We just partnered with Santos Sports, one of the world’s leading MMA gyms. We’re headed into the NFL; it’s just the beginning for us.
– How do you decide which new treatments — from peptides to shockwave therapy — are ready to be introduced in clinics?
– Muscle—that’s the big one. As guys get older, they gain a little weight, and their knees start hurting. Many try to get healthy again in the gym, but as they lift, their shoulders and elbows begin to ache, so it often starts with those kinds of injuries.
– Where do you see men’s health performance over the next five to ten years?
– Wearables and AI.
– What leadership lessons have you learned while scaling one of the fastest-growing health franchises in North America?
– It’s all about the people. Be emotionally honest with everyone you meet, and you’ll win.
– What would you say to men who feel “off” but haven’t taken the first step to get tested?
– Don’t burn out. Take that first step through the door. If you come to Gameday, we’ll treat you like family. Be brave enough to take the first step, we’ve got your back. That’s it.