A MASTERS 40+ LONGEVITY SYSTEM
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ROB DAVIS
Where It Started: My CrossFit Foundation
My journey in the CrossFit world began in 2009, when I opened CrossFit 817 in my garage. Within 18 months, it grew into one of the three largest CrossFit affiliates in the world. I owned and operated the gym until its sale in 2016, building not just a business but a culture rooted in discipline, accountability, and performance. During that time, I served on the paid staff for CrossFit Regionals and worked three years at the CrossFit Games. I also competed in CrossFit events and created two successful annual competitions of my own. Our story was later documented by CrossFit’s media team in The Rob Davis Story, which captures the full arc of that journey and what CrossFit meant to me at its best.
ROB DAVIS
The Pause: A Ten-Year Non-Compete
As part of the sale of CrossFit 817, I agreed to a ten-year non-compete. At the time, I had no plans to return to gym ownership. But over the years, I realized how much I missed the essence of what made CrossFit powerful: community, shared struggle, and the pursuit of strength at every stage of life. What I didn’t miss was the quiet reality many masters athletes face. As our bodies age, the standard CrossFit methodology, even when “scaled,” often stops serving us well. Scaling intensity alone is not a true solution for longevity, resilience, or sustainable performance beyond 40.
ROB DAVIS
The Return: A 2.0 Evolution for Longevity
With my non-compete now complete, I’m returning to the gym world with a system I’ve been developing for years. This is the approach I wish had existed a decade ago. The Prime Project represents a modern, science-driven methodology built specifically for masters-age athletes. It integrates intelligent training design, metabolic conditioning through nutrition and supplementation, recovery-first principles, and modern AI-powered tools to support smarter decisions over time. This is not about chasing youth or competing with younger bodies. It’s about strength, performance, and longevity done right, for athletes who want to keep training hard, moving well, and living strong for decades to come.
Rob Davis
Former CrossFit affiliate owner and Games staff member, now building the training system I wish existed for athletes over 40.