OptiMale is primarily a men's health clinic that offers testosterone replacement therapy and treatments for low testosterone levels and fertility issues. The business replaces traditional healthcare models by providing consultations with pioneering doctors. This direct-to-consumer service addresses a gap in the UK's healthcare market by offering a specialized service not well-covered by the NHS or other private clinics. By leveraging their personal experiences and knowledge, the founders have been able to provide more personalized healthcare services that cater specifically to their patient's needs.

OptiMale employs a subscription-based business model where patients subscribe to a monthly service for continued treatment and consultations. This model ensures a predictable revenue stream for the business and simplifies ongoing treatment costs for the patients, allowing them to know upfront what their financial obligations will be. This approach contributes to both customer satisfaction and retention, as it provides stability and clarity to both the business and the clients. The growth in subscription numbers highlights the success of this model in their industry.