The highlight of the fall-season opener for the startup show “Die Höhle der Löwen” on Vox came right at the end — a dietary supplement marketed for healthy anal sex. The gay, Berlin-based entrepreneur Marius Baumgärtel, who already helps keep the Schwule Museum clean with his queer home-help service, promises: “This pitch is going to be really juicy, because I’m selling birdseed.”
We’re talking about his “anuux” capsules. These pills are designed to bind nutrients in the gut, with the aim of making anal sex a healthier and more hygienic pleasure. The supplement contains psyllium husks, chia seeds, and flaxseed, and is taken daily (roughly €1 per day). The 33-year-old asks for €100,000 in exchange for 12.5 percent of his startup, hoping to give his venture “a little more punch.”
“The nice thing is, whether you’re straight or gay, if we want to play with the back door, cleanliness is absolutely essential — and that means a clean gut,” Baumgärtel says. He suggests that many people are inhibited in this area. “That puts a lot of pressure on a date.” But his product could fix the problem: “If you have to go to the bathroom, you can actually go really well.” Then you’re “naturally clean.” An anal douche is no longer necessary. And you don’t have to choke down fiber-rich ingredients with tasteless cereal. “This stuff doesn’t taste good,” Baumgärtel notes. He has been selling it for some time. The best sales occur at BDSM fairs, where heterosexuals also buy in.
View this post on Instagram
A post shared by Marius (@baumgaertel.berlin)
Instagram / baumgaertel.berlin
|
In no time, the deal battle on the show devolves into a bedroom-talk session. Lioness Janna Ensthaler comes out as “sex-positive” — i.e., very open to sex. Judith Williams admits, “I am very open to sexuality. It’s one of the most beautiful topics in the world — and you bring that lightness to the topic.” The founder immediately offers to help her on his next foray into Berlin’s nightlife at the KitKat Club. He also plugs his queer housekeeper service, proclaiming, “I clean for straight people, too.”
No Deal
In the end, no deal is struck, because there are doubts about whether enough people would pay one euro per day for a product like this. There are also concerns about promoting the product on a prudish internet — for example, on Instagram. Baumgärtel himself reports several “shadow bans,” a covert form of restriction on social media or online forums. After the rejection, the founder isn’t discouraged and instead welcomes the open and positive feedback from the Lions.
The rest of the show covered other topics: a Swiss founder pitched a portable, fold-out child seat, but the Lions remained skeptical. Claudia Nassif and Alexander Schmitt found more success with their project to help people understand plants better. With “Fyta,” they introduced digital meters that tell plant owners in real time what their plants need — water, sun, etc. They ultimately walk away with one million euros. Later, another founder presented a product called “dogs-guard,” an adapter for dog leashes, which left the Lions unmoved.
There was also a first for the show: in each episode, two founders present their ideas in one minute. Only one person can walk away with a deal. The opening duel featured Jessica Pallentin with “Aerostiletto” against Mark Heinzelmann (25) and Elias Wiesener (26) with their product “Zoltra sports.” The cushioned pads of Aerostiletto are meant to prevent foot pain for high-heel wearers and are applied to the forefoot underside. Zoltra sports works in a similar fashion: comfortable insoles that stabilize the feet of both professional and recreational athletes. The solo founder Jessica wins the first “Cave Battle” convincingly and remains in the running for a deal. She has yet to secure revenue and asks for €60,000 for 25 percent. Not only Carsten Maschmeyer and Ralf Dümmel make offers. Janna Ensthaler offers, “I want to be your big sister and mentor.” In the end, Ralf Dümmel wins the bid for the high-heel deal — the first Battle Deal in the history of the format.
The Monday night episode is available to all viewers for free for a week on RTL+. New episodes air every Monday on Vox.
