Republican insists award-winning 'pleasure' ring is mere 'medical device'

An Iowa Republican running for governor insists he invested cash in a medical tool and not a sex toy, even if it did win a porn industry award.

Zach Lahn, who beat President Donald Trump-endorsed Rep. Randy Feenstra in the GOP gubernatorial primary and will face Democrat Rob Sand in November, put $1 million into FirmTech Inc., a company that sells "wearable erection rings," and joined its board, according to an investigation by The Bulwark that draws on SEC filings and the company's own marketing.

But Lahn maintains the products are clinical.

"What I've invested in is not a sex toy," he told the Des Moines Register. "It's a grade two medical device."

However, FirmTech's flagship TechRing won "Most Innovative Sex Toy of the Year" at the 2023 XBIZ Awards, a porn-industry event — and the company touted the honor in a blog post while Lahn stayed on the board for another eight months, The Bulwark reported. FirmTech's own marketing promises "comfort & pleasure" with the device.

Lahn's campaign said he resigned in September 2023 before the product launched, saying, "Zach did not invest in this type of product, and resigned from the board before it was released. Any other reporting is false.”

However, company records reviewed by The Bulwark show he retains a 25 percent stake. CEO Elliot Justin defended the devices as medical and threatened legal action.

"We are being used for research and patient care by renowned urologists all over the world. Calling our products ‘toys’ is inaccurate and shallow. If you claim that we are a ‘sex toy’ company, we will seek correction and if necessary take legal action. . . . Calling any of our male devices ‘a toy’ could interfere with men getting diagnostic information and intervention.”

The flap adds to scrutiny of the newcomer Lahn, who has faced questions about his farmer-first image, as he heads into a November clash with Sand that Democrats increasingly see as winnable in the deep-red state. FirmTech also sells a trademarked "Make America Firm Again" hat.