I DIDN'T BUILD THIS FOR VANITY.
I'm 63 years old. I've been a husband for 37 years (looking forward to the next 37 years). I'm a father to six. A grandfather to six.
I have spent decades in the trenches of fitness, branding, and tech. I have played the game of "hustle." I have pushed my body to the red line and kept it there for years.
And I learned the hard way: The strategy that gets you to 40 will break you at 60.
THE MOMENT THE GAME CHANGED
For years, I thought fitness was about performance. It was about the leaderboard. It was about the mirror.
Then life happened. Real life. The kind that brings you to your knees.
When you face the weight of responsibility -when you look at your grandkids, or when you walk through the valley of loss -you realize that "looking shredded" is a childish goal.
The only thing that matters is: Can I hold the line? Can I be the rock my family needs? Can I carry the load? Am I an asset to my tribe, or am I becoming a liability?
WHY I BUILT THE PRIME PROJECT
I built this because I needed it.
I needed a way to stay dangerous without destroying my joints. I needed a system that respected my age but denied my decline. I needed to know that at 70, I would still be the strongest man in the room - not by lifting the most weight, but by carrying the most responsibility.
The Prime Project is not a business. It is my life's work. It is the blueprint I use to ensure that I am never done.
JOIN ME IN THE ARENA.
I am not a guru. I am a man in the arena, just like you. I am fighting the same gravity. I am facing the same clock.
But I have a Code. And if you are ready to live by it, I will share it with you.
the philosophy behind the work
I believe the goal isn’t to fight age, but to use it well.
With age comes experience.
With experience comes perspective.
But none of that matters if the body can’t support participation.
The Prime Project exists to protect that bridge - between physical capacity and a life well lived.
an invitation, not a promise
This work isn’t for everyone.
It’s for people who want to remain capable, curious, and engaged.
For those willing to train with intention rather than nostalgia.
For those who understand that the long game is worth playing well.
If that resonates, you’re in the right place.
- Rob
