Our laboratory has experienced four phases in understanding how the reproductive sciences contribute to genuine conservation of biodiversity. The first is the 'quick fix phase' in which the erroneous assumption is made that extant knowledge and techniques are readily adaptable to an unstudied wild animal to produce offspring rapidly. The second is the 'species-specificity phase' in which it is recognized that every species has evolved unique reproductive mechanisms that must be mastered before propagation can be enhanced. The third is the 'applicability phase' in which one grasps that all the new knowledge and technology are of minimal relevance without the cooperation of wildlife managers. The final phase is 'integration', the realization that reproduction is only one component in an abundantly complex conservation puzzle that requires interweaving many scientific disciplines with elaborate biopolitical, economic and habitat variables. These phases are illustrated using 20 years of experience with wildlife species, including the cheetah, black-footed ferret and giant panda. We conclude that the foremost value of the reproductive sciences for conserving endangered species is the discipline's powerful laboratory tools for understanding species-specific reproductive mechanisms. Such scholarly information, when applied holistically, can be used to improve management by natural or, occasionally, assisted breeding. Genuine conservation is achieved only when the reproductive knowledge and technologies are integrated into multidisciplinary programmes that preserve species integrity ex situ and preferably in situ.