Alex de la Cruz started his career in advertising and moved into product design, specializing in drinkware and dinnerware for some of the largest retailers in the country. After 15 years, he felt stagnate and needed a change. His creativity, innovation and own traumatic personal journey led to the beginnings of Bator Balm, a men’s edging lubricant that enhances the bating experience and has strengthened a sense of community among bators. In this Smart Sex, Smart Love podcast, Alex tells his story of masturbation shame, how he overcame it, how Bator Balm has become a household name among bators, and why he organizes the annual Sausage Fest in Las Vegas.