*By Bridgette Webb* Ro wants to do more than help you rise to the occasion. The company behind erectile-dysfunction brand Roman has entered the smoking cessation arena with a new program, Zero. It's a surprising move for the year-old start-up, which originally catered only to men's health. But Rob Schutz, co-founder and chief revenue officer for the newly-renamed Ro ー it dropped the "man" ー said the transition was seamless. "When it came to looking for a second vertical, we heard from a lot of people saying, 'I wish I could have Roman to help me quit smoking,'" Schutz said Thursday in an interview on Cheddar. "Smoking is one of the causes of erectile dysfunction and, in many cases, for erectile dysfunction in younger men." Zero's "Quit Kit" includes a personalized quitting regimen, an e-doctor's visit, bupropion ー a medication to curb cravings ー and nicotine gum. The kit costs $129 per month ー which Schutz said is on par with other quit-smoking programs. Ro will also launch a Quit Smoking Tracker app, which will enable users to monitor their progress, see how their body is improving, and read personalized physician treatment guides. Competition in the direct-to-consumer market is stiff, with both tech giants and upstarts getting in on the action. In Schutz's view, his company offers more than his main competitor, San Francisco-based Hims. "We are building a full stack company," he said of his ability to stay ahead. "We have built all of our own technology, patient application, physician EMR (electronic medical record), the pharmacy and fulfillment software, we have our own physician network. We do everything ourselves," he said. For full interview [click here](https://cheddar.com/videos/ro-goes-beyond-helping-users-rise-to-the-occasion).
