40 Under 40: Queensland couple design world first mens’ cooling undies
After years of struggling to conceive, including multiple miscarriages, Saara Jamieson, launched a product that doesn’t just turn heads – it changes lives.
Jamieson is the brains behind Cool Beans Underwear, the Queensland-based medical device company shaking up the world of men’s health one pair of undies at a time.
After three years trying to conceive, Jamieson suffered multiple miscarriages and kept hitting dead ends with traditional fertility advice.
Jamieson decided to find answers for herself after noticing the way that men’s role in fertility is overlooked.
Jamieson put her medical research background to work – along with her husband’s experience as a radiographer – to find a solution.
Together, they co-created the world’s first testicular cooling underwear with Cool Beans in 2024. After only four months of her husband wearing the prototype, Jamieson was able to fall pregnant naturally.
Cool Beans Underwear are designed to reduce testicular heat and support sperm health, testosterone production and post-operative recovery.
They are the world’s first and only scientifically designed men’s underwear, helping to make men’s health a priority in reproductive care.
Cool Beans are now a registered medical device and prescribed for fertility support, prostate surgery recovery, hernia repair and vasectomies.
The Game Changer Award recognises the person who has re-written business rules to challenge, inspire and spark significant change.
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Cool Beans is on a mission to boost testosterone, support mental health and spark overdue conversations about men’s wellbeing.
“I’m guided by a belief in science, empathy, and the power of asking hard questions… Real change happens when you’re willing to dig deep and build something better,” Jamieson says.
With athletes and patients alike on board, Saara is turning heads – and changing lives – by putting men’s health front and centre.
Read all about the 2025 40 Under 40 here.
