Declining global male fertility rates has generated increased attention on male fertility in recent years. Simultaneously, individualised responsibility for health has been growing. Fertility and lifestyle have therefore become seemingly intertwined. Esme Sinad Hanna and Brendan Gough examine men's experiences of fertility and lifestyle practices, exploring personal experiences of the role of lifestyle in the quest for conception as well as the broader promotion of 'lifestyle' within both clinical and online material as a key aspect for 'improving' male fertility. Through the exploration of male fertility and lifestyle factors and their modification we examine the growth of healthism around infertility, the role of neoliberalism within this and how this intersects with masculinity. Using a new notion of liquid masculinity, we explore the fluid nature of societal and personal9780754558958