The decision to start a family is intimate, joyous, and monumental. Sadly for some, it is the starting point of a long and tiresome journey. Many people face reproductive challenges due to a variety of health and non-health related factors. The fertility space has become flush with new investments with the goal of ramping up innovation, lowering costs and increasing access outside the lucky few with fertility as an employer benefit. But with a topic surrounded with misinformation, there is still a lot to get straight. Starting with clearing up the 5 W?s, these leaders will submerge into the future of fertility.