Sick of having boring sex? There might be a fix to spice things up in the bedroom.

Offer Yehudai and his wife were exhausted. By the time they fed their four kids dinner and tucked them in every night, they collapsed in front of Netflix. Intimacy took a backseat in favor of autopilot mode.

Then, three years ago, the pair went on a kids-free vacation. Bliss. Romance. Connection. His wife asked him: What happened to us? Why can't we have more of this all the time?

That's what sparked the idea for Arya, a subscription box for sex. But it promises more than just sex toys. Every month, for $45, subscribers also receive AI-enabled guidance via an app (including written content, videos and illustrations) to bring curated sex scenes to life. Think of it like your experienced best friend or wingman (an intimacy concierge, if you will) that talks you through how to your partner's wants and needs − and your own.

In a country where some people still shudder when talking about sex – but at the same time want to improve their sex lives – sexual health professionals aren't surprised such companies would court eager (if not clandestine) consumers.

And it makes sense companies would want to cash in on burgeoning trends. The sexual wellness market was valued at $11 billion in 2022 and is expected to hit $30 billion by 2030. It's following the same path as mental health; initially something people kept under lock and key, only to now be as common as discussing the weather.

"In sex ed, we have to go through a similar rebrand," says Shan Boodram, sex educator, "where we stop looking at the need to invest in sexual aids, coaches, assistances, subscription services, as an indicator that you've come to a crossroad in your relationship, and instead, more as a sign that this is something that you value and care about."

Talking with your partner about your desires, however, is the chief way to start spicing up your sex life. "The most important thing about keeping your sex life exciting is keeping an open line of communication," says Vanessa Cushing, licensed professional counselor. "Having your partner know what turns you on and off and knowing that about them is key."

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'You always have to be educating yourself'

Arya curated a study on intimacy trends which found that of the study's 200,000 respondents, 90% of people who were unsatisfied with their sex lives felt less connected to their partners. Boodram, who started out as an Arya subscriber and is now the company's chief intimacy officer, understands how we got there.

"A lot of people want sex to be this thing that they figured out 10 years ago and never had to think about again," she says. "And that's as silly as assuming that, like the Nokia flip phone that you had 10 years ago is comparable to what's in the market today." Technology evolves quickly, and the average person evolves just as fast. "Their needs, their desires, their wants, the ways that they want to experience the world, are constantly evolving. So you always have to be educating yourself."

Educating yourself might include finding your "erotic persona," which Arya defines as someone more into kink (an adventurer), more into communication (a romantic), more into stimulation (a connector) or more into spontaneity (a director). These labels can help bridge gaps between how partners talk about sex.

"It's destigmatizing things that people may at first be a little bit hot to the touch when they think of," explains Nicholas Velotta, relationship scientist and head of research at Arya, "but over time, something like an erotic profile will become a lot more natural for people to discuss with their partners."

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Sexual 'chemistry needs to evolve'

Don't fret if your sex life stalls for months or years at a time. Research shows it's common to fall into patterns with your partner. Sex grows less exciting; desire wilts.

"Many couples experience sexual boredom," says Laurie Mintz, therapist and author of "Becoming Cliterate." "Couples often develop a 'sexual routine' that works for both of them for arousal and orgasm."

But it's never too late to switch it up. "Trying something new is a handy way of providing an arousal boost, while also allowing you to explore different sensations and uncovering new ways of experiencing pleasure," says Justin Lehmiller, senior research fellow at the Kinsey Institute and host of the Sex and Psychology Podcast. He recommends experimenting with sex toys, as it's "an easy and increasingly common way that you can go about adding novelty into your sex life. I like the idea of sex toy kits because they offer a natural prompt to keep trying new things."

Many of the couples that sex therapist Ian Kerner works with desire each other, but they can't always translate that into good sex. "Like two dancers, their chemistry needs to evolve into choreography and products like Arya help partners learn about and cultivate their sexual personalities together," Kerner says.

Other kits to try include The Fantasy Box and Lovehoney's 12 Days of Romance kit. That said, don't rely on all these products to make a change overnight. And just because you go looking for a spark doesn't mean it'll ignite.

"Sex normally becomes boring if you don't put in any effort in spicing it up but at the same time it's also important to acknowledge that chasing the spark you used to have when you started dating is a waste of time," says Tara Suwinyattichaiporn, associate professor in the Department of Human Communication Studies at California State University, Fullerton. "You've grown and changed since then and you become emotionally closer together. Sex can be even more pleasurable, deeply connected, fun, and adventurous now that you've been together for a long time. Don't try to bring back the past, celebrate the now together."

Worst case scenario, you and your partner discover incompatibilities. Best case? A better sex life than ever.

This article originally appeared on USA TODAY: Boring sex life? Try out this subscription box to spice up