Ben Lidgey was "messing around" with his son in the garden when he was accidentally kicked in the testicles - but it may well have saved his life.
When he was still in pain after a week, he sought medical help and found out he had testicular cancer.
A new report from men's charity Movember says a third of men in Wales die before their 75th birthday, and calls on the Welsh government to develop a dedicated plan for men's health.
The government said its existing suicide prevention and self harm, mental health and cancer strategies are already working to tackle some of the challenges facing men.
Warning: This article discusses suicide
Lidgey, from Cardiff, says his testicle felt "like a cricket ball" after being kicked by his son, but was reluctant to see his GP, thinking the problem would go away.
"It's one of those fairly typical things that happens to men and you shrug it off and think, well, it'll get better," he said.
"I was in a busy family environment, you know, two small children, there were lots of other things going on."
After being given all-clear for cancer, Ben faced a different challenge.
He said: "I felt like I was fine but after five years my wife said 'I don't think you are fine. I think you need to talk to somebody'.
"She was picking up on the fact that I was perhaps a bit shorter, a bit more argumentative, less patient with people and just not the same person I was before."
After counselling Ben saw an improvement, and is now an advocate for more support for men and boys.
A reluctance to seek help for both physical and mental health is often cited as a reason why men, in general, die younger.
Movember's report says almost 7,000 men died before their 75th birthday in 2024. The rate of premature death in women is significantly lower at 28%.
Often, it says, men die from preventable conditions or those likely to benefit from earlier treatment such as certain cancers, heart, lung and liver diseases, those related to drugs and alcohol as well as suicide.
Where a man lives also matters, with the premature mortality rate in Blaenau Gwent about 60% higher than in Powys, while men in the most deprived communities can expect to live 7.5 years less than those in the least deprived.
The analysis also suggest the costs to the Welsh economy of the top five causes of male premature death is £1.4bn a year.
Jonathan Scourfield, professor of Social Care at Cardiff University, said: "Young men, in particular, are much more likely to get injured and die from physical risk taking. The expectation of physical strength."
He said some men may also ignore the importance of building up a social network, or rely on a female partner to take care of that.
"And then, if they're widowed or if they retire, they really struggle with loneliness," he said.
"Diet is a really important aspect... a lot of healthy foods such as fruit and vegetables, not seen as a particularly manly thing. However, some less good for you stuff like drinking heavily is seen as something that is kind of a boy growing into a man."
Scourfield said despite the decline of heavy industry and manual work, traditional images of "masculinity" persist for younger men through social media and influencers.
The report says, if implemented, a men's health care plan would complement the existing women's plan published in 2024, and would not be "starting from scratch" with many organisations already working to improve support.
One of them is MenTribe, a Bangor and Snowdonia based support group focused on building resilience and mental and physical wellbeing through outdoor challenges.
It was co-founded by Callum Tipton who left the army after 13 years, with PTSD and depression.
To combat his loneliness, the 34-year-old began taking groups hiking.
"Being active, it's obviously releasing the natural endorphins in their bodies as well so they're getting a bit of a feel-good factor from it and then obviously when they're opening up and talking about things they're lot more relaxed," he said.
Welsh football legend John Hartson is among those supporting the call for a Welsh men's health plan, as a recovering gambling addict.
In July 2009 Hartson underwent emergency brain surgery after it emerged that he had testicular cancer that had spread to his brain and lungs.
"When I detected a little lump on my testicle... I was just ignorant of my own health - I just thought I'll get on with it," he said.
"That's a regret to have put my family through because they were living the cancer with me."
He also lost his brother to suicide earlier this year and says high rates among men need to be understood and tackled.
A Welsh government spokesperson said: "We are already addressing men's health by focusing on prevention and early intervention, encouraging men to seek help for physical and mental health issues before they reach crisis point, including earlier access to mental health support and improved cancer screening uptake."
If you have been affected by the issues raised, help is available via BBC Action Line.
Additional reporting by Michela Riva
