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ExtenZe is an herbal nutritional supplement claiming to promote "natural male enhancement", a euphemism for penis enlargement.[1] ExtenZe paid $6 million to settle a class-action false advertising lawsuit in 2010.[2]

Websites selling the product make several more detailed claims, including acquiring a "larger penis". Their enlarging effects are described as "temporary" while under the use of ExtenZe. Early infomercials featured a studio audience and porn star Ron Jeremy.[3] Former Dallas Cowboys and Miami Hurricanes head coach Jimmy Johnson has also appeared in an ExtenZe commercial.[4] ExtenZe makes pills and 2-ounce shots that are sold in over 75,000 retail stores.

The product is manufactured by BIOTAB Nutraceuticals, Inc.,[1] and marketed by Maximizer Health Products.

False advertising and side effects

[edit]

In 2006, ExtenZe agreed to pay the Orange County, California, district attorney's office $300,000 in civil penalties for unfair business practices and false advertising. Susan Kang Schroeder of the DA's office said the company could not back up its claim that the pills caused users' penises to grow by 27%. After several customers in Laguna Beach, California complained to the Better Business Bureau that ExtenZe was making them sick, the district attorney investigated.[5]

ExtenZe maker, Biotab Nutraceuticals, Inc., settled a class action false advertising lawsuit in 2010 for $6 million.[2] The plaintiffs claimed that ExtenZe made deceptive marketing claims about the product enlarging a man’s penis despite lacking credible scientific evidence to support these claims.

ExtenZe's side effects are possibly associated with yohimbe extract. Potential side effects include increased body temperature, increased blood pressure, sweating, increased heart rate, nausea, and upset stomach. Other side effects can include aggression, pounding heart, restlessness, fever, feeling like fainting, hallucinations, muscle twitches or spasms, abnormal behavior, severe headache, bruising easily, shortness of breath, blurred vision, seizures, ringing in the ears, chest pain, confusion, loss of appetite, weight loss, vomiting, insomnia, mild skin rash, nervousness, cold feeling in the feet or hands, tingling or numbness in the feet or hands and difficulty when sleeping.[6]

In 2018, ExtenZe came under scrutiny of the FDA as a certain production lot of ExtenZe and ExtenZe Plus was found to contain sildenafil, which is the active ingredient in Viagra.[7][8]

Sports

[edit]

Doping

[edit]

ExtenZe contains dehydroepiandrosterone (DHEA), which is considered a performance-enhancing drug and is banned by the Olympics and the World Anti-Doping Agency, and in the United States by the National Collegiate Athletic Association, the National Football League, and the National Basketball Association.[9] In 2010, 400-meter Olympic gold medalist LaShawn Merritt was banned from competition for taking ExtenZe.[10] Merritt apologized, saying that he did not realize that the formulation contained DHEA. Merritt provisionally accepted a two-year ban from competition, although he announced plans to appeal. Sports authorities, however, were not sympathetic:

"Any professional athlete in this sport knows that they are solely responsible for anything that goes into their bodies. For Mr. Merritt to claim inadvertent use of a banned substance due to the ingestion of over-the-counter supplements brings shame to himself and his teammates. Thanks to his selfish actions, he has done damage to our efforts to fight the plague of performance-enhancing drugs in our sport," USA Track and Field CEO Doug Logan said in a press release.[11]

Late in 2011, however, his ban ended and he was cleared to compete in the 2012 Olympics.[12]

Sponsorship

[edit]

ExtenZe sponsored 2010 NASCAR Rookie of the Year Kevin Conway in both NASCAR Cup Series and NASCAR Nationwide Series from 2009 to 2011.[13] ExtenZe faced legal actions by both of Conway's Cup Series teams in 2010, Front Row Motorsports and Robby Gordon Motorsports, after ExtenZe allegedly paid neither team's sponsorship money.[14][15][16] Conway and ExtenZe would join NEMCO Motorsports in 2011. The deal, however, was very limited and unlike Front Row and Robby Gordon, NEMCO was not financially compromised.

Ingredients

[edit]

It has been reported that the product website lists DHEA as an ingredient.

The following ingredients comprise ExtenZe, as reported on the images of labels on vendor websites:

Although the company claims that the product is completely natural, FDA testing confirmed that at least two of ExtenZe's variants, including ExtenZe Plus, contain traces of sildenafil, a prescription medicine used to treat erectile dysfunction.[7][8]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

ExtenZe

View on Grokipedia
from Grokipedia
ExtenZe is an over-the-counter marketed as a enhancement product, claiming to improve sexual performance, boost , enhance erectile function, and increase stamina through a proprietary blend of extracts, vitamins, and nutrients. The supplement, available in forms such as soft gel capsules, tablets, and liquid shots, contains key ingredients including L-arginine for potential blood flow support, yohimbe extract for its stimulant properties, horny goat weed () with as an active compound, , , maca, , , DHEA (dehydroepiandrosterone), and . However, the exact dosages in the blend are often undisclosed, and formulations may vary by product variant. Developed by Biotab Nutraceuticals in the early , ExtenZe gained prominence through aggressive marketing, including television infomercials and sponsorships like a team, and has reportedly sold over 1 billion units worldwide. The product is now associated with Health, which oversees its distribution and sales primarily online and in retail pharmacies such as and CVS. Despite its popularity, ExtenZe has no clinical evidence supporting its efficacy for , , or testosterone boosting, with studies on individual ingredients showing limited or inconclusive results, often from animal models rather than human trials. It is banned for use by professional athletes in organizations like the and Olympics due to performance-enhancing ingredients such as DHEA. Regulatory scrutiny has been significant, with the U.S. (FDA) issuing multiple warnings since 2006, including findings of undeclared —the active ingredient in Viagra—in some batches, posing risks of dangerous interactions with medications like nitrates that can cause severe drops. Biotab Nutraceuticals has faced lawsuits and settlements totaling millions, including a $6 million class-action payout in 2010 and a $1.75 million fine in 2011 for . Potential side effects include anxiety, , high , headaches, and gastrointestinal issues, particularly from yohimbe.

Overview and Product Details

Description and Availability

ExtenZe is an herbal nutritional supplement marketed as a natural male enhancement product, specifically aimed at temporary and improved sexual performance. It is formulated as a containing a blend of vitamins, minerals, botanicals, , and other compounds intended for oral consumption. The product is available in several physical forms, including standard and extended-release pills (typically in 30-count bottles), as well as 2-ounce liquid shots for faster absorption. These variants are designed for daily use, with the extended-release option providing prolonged effects over several hours. ExtenZe is produced and distributed by Leading Edge Health, a company specializing in natural health supplements. It is widely available in the United States through major retail channels, including pharmacies like and CVS, grocery chains such as , convenience stores, and gas stations, as well as online retailers like Amazon. Pricing generally ranges from $30 to $50 for a one-month supply, depending on the form and retailer. As of November 2025, ExtenZe continues to be commercially available without interruption, though it has faced regulatory scrutiny from the U.S. (FDA), including a public notification regarding undeclared ingredients in certain lots; no major recalls have been issued since that time.

Marketing Claims

ExtenZe's marketing emphasizes its role as an all-natural supplement designed to provide temporary enhancements to male sexual performance. Core promotional assertions include temporary increases in penis size through bigger and firmer , improved erection quality for harder and longer-lasting results, boosted stamina and endurance during sexual activity, and heightened overall sexual pleasure via increased and satisfaction. The product is positioned as a non-prescription alternative to pharmaceuticals like Viagra, targeting adult males, particularly those over 40 experiencing concerns with low testosterone, erectile function, or sexual vitality. Promotions highlight the supplement's all-natural composition with effects on blood flow and testosterone levels, distributed primarily through television infomercials, advertisements, and retail packaging. Early infomercials from the featured adult film actor , while later campaigns around 2006-2010 included endorsements from former coach Jimmy Johnson to promote the product's benefits. Over time, advertising evolved from early assertions of up to a 27% penis size increase to mid-2010s focuses on temporary enhancement effects, available in forms like pills.

History and Development

Founding and Early Promotion

ExtenZe was launched in the early by Maximizer Health Products, Inc. (also known as Dish Direct, Inc.), a company with roots in the industry. The product emerged as an herbal supplement targeted at male vitality, developed by principals experienced in supplement formulation and marketing. Limited detail the specific founders, but the company's focus from centered on direct-to-consumer distribution of lifestyle enhancement products. Ownership and manufacturing later transitioned to BIOTAB Nutraceuticals, Inc. Early promotion emphasized late-night infomercials starting around 2002, featuring adult film star as the primary spokesperson to create immediate buzz among late-night viewers. These infomercials, often aired on television channels targeting adult audiences, highlighted the product's natural formulation and urged immediate purchases via phone orders or online. The strategy leveraged 's notoriety to build credibility in the male enhancement niche, driving initial consumer interest through sensational presentations. By 2003–2004, the infomercial campaign had expanded, solidifying ExtenZe's presence in sales channels while preparing for broader market entry. This aggressive advertising approach, rooted in the company's supplement expertise, fueled rapid adoption and positioned the product for retail availability starting in 2005. Sales grew substantially through these efforts, reflecting the effectiveness of the early promotional tactics up to 2006.

Key Milestones and Expansions

In 2010, ExtenZe enlisted former coach and broadcaster Jimmy Johnson as its primary spokesperson, featuring him in a series of television advertisements that emphasized the product's benefits for male performance and aimed to broaden its appeal beyond late-night infomercials. This partnership marked a strategic shift toward exposure, aligning the brand with a high-profile sports figure to enhance credibility and visibility. Between 2009 and 2011, ExtenZe expanded into sports marketing by sponsoring driver Kevin Conway, providing primary funding for his No. 37 car in the Sprint Cup Series and additional support in the Nationwide Series. This multi-year deal, valued in the millions, represented the brand's initial foray into motorsports sponsorships and helped associate ExtenZe with high-energy racing events. Product line expansions began with the introduction of ExtenZe liquid shots in , offering a convenient, fast-acting beverage format in a 2-ounce serving that complemented the original tablet version. Subsequent variants, such as the Extended Release soft gels and a testosterone-boost formula, further diversified the offerings, incorporating pharmaceutical-grade compounds to support ongoing performance claims. Initially developed and marketed by Maximizer Health Products (also known as Dish Direct Inc.) in the mid-2000s, ownership and manufacturing transitioned to BIOTAB Nutraceuticals, Inc., which oversaw production and distribution from around 2007 onward. By the mid-2010s, ExtenZe had achieved widespread retail availability, with products stocked in major chains such as and CVS, contributing to sales exceeding 1 billion pills globally. The post-2020 surge in , driven by broader market shifts, amplified online accessibility through platforms like Amazon and the official website, sustaining growth amid changing consumer shopping habits. As of 2024, ExtenZe is owned and distributed by Leading Edge Health, which oversees its sales primarily online and in retail pharmacies. The brand remains actively available with refreshed packaging and variant options, including the original formula and shots, supported by ongoing digital marketing efforts on to engage a modern audience.

Ingredients and Composition

Primary Components

ExtenZe formulations primarily feature a core herbal blend designed to support blood flow and libido, including folium zingiberis rhizoma (ginger root), tribulus terrestris, horny goat weed (epimedium or barrenwort), yohimbe extract, Korean red ginseng, and maca. Ginger root is included for its purported role in enhancing circulation and arousal through vasodilation effects. Tribulus terrestris extract, derived from the fruit, is incorporated to promote libido and sexual satisfaction as a traditional aphrodisiac. Horny goat weed, from the aerial parts of the epimedium plant, contributes by potentially improving blood flow to the genitals via inhibition of certain enzymes. Yohimbe extract, sourced from the bark, is added to increase nerve impulses and blood flow to sexual organs, aiding purported erectile function and desire. Korean red ginseng is included for enhancing erection quality and sexual desire. Maca is added to support libido and stamina. The hormonal element in ExtenZe is dehydroepiandrosterone (DHEA), a micronized serving as a precursor to testosterone production, intended to support overall and levels. This component is typically blended with in a male prohormone mix totaling around 60 mg per serving. Other additives include L-arginine for nitric oxide production to enhance vascular relaxation and blood flow, zinc (as oxide) at 25 mg to aid testosterone synthesis, and vitamins such as (folic acid) at 400 mcg for general energy and metabolic support. These elements contribute to the supplement's focus on without dominating the profile. A typical ExtenZe tablet contains approximately 600 mg of the sexual response enhancement blend encompassing the core herbals, alongside smaller amounts of bio-enhancement components like ginger and peppers (25 mg total), resulting in approximately 625 mg overall herbal mix per serving, though exact compositions vary by batch and product variant. The ingredients are primarily plant-based extracts marketed as natural, but DHEA is synthetically produced and micronized for . Supplement Facts Overview (based on a standard 30-tablet formulation):
ComponentKey IngredientsAmount per Serving
Vitamins & Minerals (folic acid), (oxide)400 mcg, 25 mg
Prohormone Blend, 60 mg total
Bio-Enhancement BlendGinger root, Black/White pepper25 mg total
Sexual Response BlendYohimbe extract, extract, Horny goat weed, L-arginine HCL, Korean red ginseng, maca, others600 mg total

Formulation Variants

ExtenZe is available in multiple formulation variants, primarily differing in delivery mechanisms and release profiles to cater to varying user preferences for onset and duration. The original pill formulation consists of soft-gel capsules designed for daily intake, providing cumulative benefits over time through standard absorption in the digestive system. In contrast, the extended-release variant employs a specialized capsule coating that enables sustained release of active ingredients over approximately 8 hours, promoting more consistent absorption rates and prolonged effects throughout the day. A liquid shot variant, available in a 2-ounce cherry-flavored format, offers an alternative to pill forms for quicker administration and potentially faster absorption due to its delivery. This shot is intended for daily use, similar to the pill variants, but utilizes a concentrated liquid base to facilitate rapid integration into the bloodstream. Prior to 2018, some batches of the ExtenZe Plus variant contained undeclared , an leading to FDA warnings; the product was reformulated to exclude such substances and remains available, produced in GMP-certified facilities. Packaging for ExtenZe products has standardized to 30-pill bottles per month supply, ensuring a consistent dosing regimen across variants.

Health Risks and Regulatory Issues

Reported Side Effects

Users of ExtenZe have reported common side effects including increased , , headaches, and anxiety, largely attributed to yohimbe and components in the formulation. These effects stem from yohimbe's sympathomimetic properties, which can elevate and induce nervousness or gastrointestinal discomfort. Severe risks associated with ExtenZe include , a prolonged and potentially painful requiring intervention, as evidenced by case reports of users experiencing this condition after ingestion. Additional serious effects encompass aggression, seizures, and hazardous interactions with heart medications or inhibitors (MAOIs), where yohimbe can amplify sympathomimetic responses leading to hypertensive crises or neurological disturbances. Particularly vulnerable populations include those with , where yohimbe may exacerbate cardiovascular strain, or individuals with liver issues, as over-the-counter male enhancement supplements like ExtenZe have been linked to liver injuries in clinical observations. Hospitalization cases reported between 2010 and 2015 highlight risks such as reverse from yohimbe overdose, underscoring the need for caution in at-risk groups. User reports aggregated from FDA's MedWatch database document various incidents related to ExtenZe prior to 2020, including cardiovascular and neurological symptoms, though no large-scale clinical trials have evaluated its overall safety profile. Long-term concerns involve potential hormonal disruption from DHEA, an ingredient that may cause , mood swings, or due to altered and levels.

FDA and Health Authority Actions

In 2006, the manufacturer of ExtenZe, operating as Dish Direct Inc. and Maximizer Health Products Inc., faced initial regulatory scrutiny from the Orange County District Attorney's office over false and unsubstantiated claims promising significant penile enhancement. The company agreed to pay $300,000 in civil penalties and committed to discontinuing such claims, resulting in required changes to product labeling and promotional materials to align with truthful advertising standards. In 2010, issued an advisory and seized unauthorized ExtenZe sexual enhancement products after laboratory analysis revealed hidden prescription ingredients, including the steroid precursor dehydroepiandrosterone (DHEA) and yohimbe, which are not permitted in over-the-counter supplements without approval. These actions highlighted risks from unapproved formulations and led to the products' removal from the Canadian market. The U.S. (FDA) issued a public warning in 2013 regarding versions of ExtenZe Maximum Strength circulating online and in stores, which contained undeclared —the active pharmaceutical ingredient in the prescription drug Viagra—at levels exceeding safe dosages. Consumers were urged to avoid these products due to potential interactions with nitrates in heart medications, which could cause dangerously low . In 2018, the FDA confirmed through testing that multiple lots of the legitimate ExtenZe Nutritional Supplement contained undeclared and notified the public not to purchase or use the product, emphasizing the hazards of hidden prescription drugs in dietary supplements. This intervention prompted a voluntary by the distributor and reinforced FDA oversight on male enhancement products. Since 2018, the FDA has maintained ongoing monitoring of ExtenZe and similar supplements as part of broader efforts to combat adulteration in the industry, issuing general alerts about sexual enhancement products tainted with undeclared pharmaceuticals like , with no new product-specific actions reported as of 2025. Internationally, authorities including have continued enforcement against unauthorized variants containing hidden ingredients, while the and Australia's have imposed restrictions or seizures on comparable adulterated supplements under regulations prohibiting undeclared prescription substances.

False Advertising Settlements

In 2006, the Orange County District Attorney's Office settled a case against Dish Direct, Inc., the marketer of ExtenZe, imposing a $300,000 for unsubstantiated claims in infomercials that the supplement could enlarge the by up to 27%. The agreement required the company to revise its advertisements, prohibiting future assertions of permanent penile growth or similar efficacy without scientific evidence. These infomercials, often featuring celebrity endorsements like those from Jimmy Johnson, promoted ExtenZe as delivering "permanent results" in male enhancement, claims later ruled deceptive due to lack of supporting clinical data. In 2010, Biotab Nutraceuticals, Inc., the primary manufacturer of ExtenZe, agreed to a national class-action settlement totaling $6 million to resolve allegations of deceptive marketing practices, providing affected consumers with cash payments or product coupons as redress. The payout addressed misleading promotions that exaggerated the product's benefits for sexual performance and enlargement without adequate substantiation. In 2011, the Orange County District Attorney's Office settled another false advertising case against Biotab Nutraceuticals for $1.75 million, related to unsubstantiated claims about ExtenZe's efficacy. No further major federal actions, such as from the Federal Trade Commission, were recorded against ExtenZe after 2010 regarding advertising claims. The combined impact of these settlements prompted a shift in marketing strategy by 2011, with promotions de-emphasizing permanent effects in favor of temporary enhancements to comply with regulatory scrutiny.

Class-Action Lawsuits

In 2010, a lawsuit was filed against Biotab Nutraceuticals, Inc., the manufacturer of ExtenZe, in the of , County of Los Angeles, led by plaintiffs including David Williams. The suit alleged that the product was misrepresented as capable of permanently increasing size and providing other unsubstantiated male enhancement benefits, despite lacking to support these claims. The class was certified for consumers who purchased ExtenZe between May 29, 2005, and October 25, 2010, encompassing individuals reporting no benefits from the product. The case settled for $6 million without any admission of liability by the defendants, providing cash reimbursements, product credits, and promotional items such as T-shirts and race packages to eligible claimants. Following FDA warnings in 2011 about counterfeit ExtenZe lots containing undeclared pharmaceutical ingredients like and , which posed health risks including interactions with medications for heart conditions, additional consumer complaints emerged regarding harm from non-disclosed components. As of November 2025, no major ongoing class actions persist from prior years, though a new suit filed in September 2025 in alleges and undisclosed yohimbe extract in current formulations, seeking class certification for consumers reporting inefficacy or side effects. The history of ExtenZe litigation reflects a consistent pattern of consumer-driven claims focused on product and hidden risks, resolved through settlements that emphasize restitution over admissions of fault.

Sports and Public Involvement

Doping Violations

In 2010, U.S. sprinter , the reigning Olympic and world champion in the 400 meters, received a 21-month suspension from the U.S. Anti-Doping Agency (USADA) after testing positive three times for dehydroepiandrosterone (DHEA), a prohibited substance he ingested unintentionally via the male enhancement supplement ExtenZe. The arbitration panel reduced the standard two-year ban to 21 months, backdated to October 2009, citing no significant fault or intent to cheat, as Merritt purchased the over-the-counter product without knowledge of its contents. In 2011, Merritt successfully appealed to the (CAS) against an (IOC) rule that would have barred him from the London Olympics due to his suspension exceeding six months, leading to the rule's overturn and allowing his participation. DHEA has been classified as a prohibited anabolic agent (S1) under the (WADA) since 2004, banned at all times both in and out of due to its potential to enhance performance as a precursor to testosterone. ExtenZe's inclusion of DHEA has prompted specific mentions in anti-doping advisories, highlighting the risks of contamination in dietary supplements marketed for non-performance purposes. The Merritt case remains the most prominent doping violation linked to ExtenZe, with no other major professional cases documented. USADA began issuing targeted warnings to athletes about risky supplements like those containing DHEA as early as , emphasizing the need for caution with over-the-counter products to avoid unintentional violations. The Merritt incident underscored vulnerabilities in supplement regulation, contributing to shifts in , including heightened USADA and WADA emphasis on testing for contaminants in nutritional aids and the CAS precedent against blanket post-suspension bans, which broadened eligibility criteria for rehabilitated athletes.

Sponsorship Deals

ExtenZe entered the sports sponsorship arena prominently through its partnership with NASCAR driver Kevin Conway, beginning in 2009 and continuing through 2011. The company provided primary sponsorship for Conway's campaigns in both the and Nationwide Series, featuring bold car branding with the ExtenZe logo on vehicles like the No. 34 entry. This deal encompassed over $5 million in funding across multiple races, marking one of the more unconventional entries into motorsports marketing for a male enhancement product. The sponsorship arrangement with Conway and associated teams sparked significant legal disputes over unpaid obligations. In September 2010, filed a against Conway, his marketing firm , and BIOTAB Nutraceuticals—ExtenZe's parent company—alleging for failing to pay approximately $2.75 million of a $5.4 million sponsorship commitment structured as weekly installments. Separately, in December 2010, team owner sued BIOTAB for $690,000 in outstanding fees related to six races Conway drove under the ExtenZe banner at the end of the 2010 season. Both cases were ultimately settled out of court, highlighting tensions in the funding structure of the deals. Beyond , ExtenZe pursued minor promotional ties in other sports, including non-binding athlete endorsements. A notable example was the involvement of two-time Super Bowl-winning coach and sports broadcaster Jimmy Johnson, who featured in ExtenZe advertising campaigns starting around 2010. These endorsements incorporated sports-themed narratives, such as Johnson's football legacy, to appeal to male audiences through infomercials that aired post-2009 and emphasized performance and vitality in an athletic context. By 2012, amid the fallout from these legal battles and broader product controversies, ExtenZe discontinued its major sports sponsorships, including the NASCAR commitments, and pivoted away from high-profile athletic partnerships.

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  71. https://www.foxsports.com/stories/olympics/merritt-celebrates-unexpected-doping-win
  72. https://www.wada-ama.org/sites/default/files/resources/files/WADA_Prohibited_List_2004_EN.pdf
  73. https://www.usada.org/spirit-of-sport/athletes-know-about-dhea/
  74. https://www.theguardian.com/sport/2010/apr/22/lashawn-merritt-drugs-male-enhancement
  75. https://www.3wiresports.com/articles/2010/10/18/lashawn-merritts-fascinating-legal-drama
  76. https://www.sbnation.com/2011/4/25/2131035/opinion-time-for-extenze-to-take-its-money-elsewhere
  77. https://sports.yahoo.com/blogs/nascar-nick-bromberg/kevin-conway-extenze-sued-front-row--nascar.html
  78. https://www.nbcnews.com/id/wbna35800913
  79. http://motorsports-soapbox.blogspot.com/2011/03/gordonconway-sponsorship-battle-gets.html
  80. https://www.prnewswire.com/news-releases/two-time-super-bowl-champion-coach--sports-broadcaster-jimmy-johnson-laughs-about-his-notoriety-in-new-extenze-spots-from-intermedia-advertising-104402828.html
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