South Korea ? As the world’s top condom experts convene this week to update international standards, one American entrepreneur has a simple message: Size matters.

It’s shaking up an industry that has generally taken a one-size-fits-all approach.

Frank Sadlo, founder of TheyFit, which makes what he claims are the world’s first custom-fit condoms, is pushing for updated standards to allow greater variation in condom size.

It’s not just about well-endowed men in cramped prophylactic quarters, Sadlo told a meeting Thursday of delegates from 21 countries under the Geneva-based International Organization for Standardization.

When given a choice, he said many men prefer condoms smaller than the standard minimum 6.3 inches long, with more than half ordering those less than 5.12 inches.