For the last 15 years Craig Cooper has fixated on one life-changing question:

“How do I continue to perform at my peak as I age?”

In his savvy and down-to-earth manual, Craig Cooper teaches men forty and up—or, as he calls them, “New Primers”—how to unleash their potential to be healthier, stronger, happier, more energetic, and more sexually satisfied.

Based on the latest scientific research and Craig’s personal experience warding off diabetes, preventing cancer, and naturally increasing his own testosterone by 36%, this invaluable handbook covers a wide range of essential topics such as supercharging your sexual health, preserving your mental health, maximizing your nutrition, and achieving peak physical fitness.

Practical, honest, and vitally informative, Your New Prime details a lifelong strategy for maximum health—and will help any man perform at his best, no matter what his age.


Your New Prime is a man’s ultimate, no-nonsense guide to peak performance in all aspects of life.


Are you ready to live a life of peak performance?
Get your copy now

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“If you want to live a life of passion and excellence as you age, this is your blueprint”
—Tony Robbins, #1 New York Times, bestseller, entrepreneur, and peak performance strategist

“Easy to follow and highly informative. Your New Prime is a groundbreaking program for better health for all men as they age.”
—ALEJANDRO JUNGER, M.D., New York Times bestselling author of Clean and Clean Eats

“Craig Cooper offers up great information to men who are looking to maximize their potential at any age. He has a passion for helping men be their best in all facets of life.”
—LAIRD HAMILTON, big wave surfer, world-renowned water man, and New York Times bestselling author of Force of Nature: Mind, Body, Soul, and, of Course, Surfing

“The challenges for men that Cooper addresses are real—and his solutions are too. In Your New Prime, he’s not just relabeling an experience, but offering a new vision of health, and powerful ways to follow it.”
—RANDALL WALLACE, bestselling author of Living the Braveheart Life and director, producer, and Oscar-nominated screenwriter of Braveheart, Secretariat, and Pearl Harbor

“Cooper has done a spectacular job putting together concise and easy-to- incorporate information for being your very best at any age. So whether you are figuring out how to get started or how to continue to get the most out of each year, Your New Prime is an essential men’s health manual.”
—GABRIELLE REECE, creator of HighX Training and bestselling author of Big Girl in the Middle and My Foot Is Too Big for the Glass Slipper

“Finally, someone speaking the truth about men’s health. Your New Prime is a practical, straightforward guide to what works and what doesn’t. Craig reduces the facts and studies into easy-to-follow, everyday tools, so you can kick ass and have the best life ever—regardless of age. Every man should read this!”
—DARIN OLIEN, superfood hunter and author of SuperLife

“A practical guide to peak performance as you age. Buy this book and get ready to live again!”
—SCOTT FLANDERS, CEO, Playboy Enterprises

“Craig Cooper is a remarkable athlete and businessman who has a down-to-earth message for middle-aged men: Don’t succumb to a sedentary existence.”
– LOU SCHULER, Multi-Award Winning Journalist, Contributing Editor to Men’s Health magazine, and Author of Strong, New Rules of Lifting, and The Lean Muscle Diet

New Primer

n(y)ōō/ ˈprīmər/


  1. men over 40 who want to continue to perform at their peak – in all the areas that matter – physically, sexually, and mentally.
  2. guys that don’t want to slow down as they age, and don’t want to slip into a life of complacency.
  3. new primers want to continue to push forward and thrive in life with as much energy and attitude as possible!
  4. committed to leading a kick-ass life.

Yes! I want more energy, better sex, and eternal strength!



About the Author

Craig Cooper is a 53 year old serial entrepreneur, author, and host of the CNBC network show “Adventure Capitalists”. He is the founder of CooperativeHealth and Performance Research Labs and was the cofounder of the telecommunications company Boost Mobile USA. He holds dual honors degrees in law and economics from the University of Sydney and is a regular contributor to The Huffington Post and MindBodyGreen on healthy aging. His venture capital funds were early investors in some of America’s leading digital media companies including The Huffington Post, Buzzfeed, xAD, and Buddy Media.  He is Chairman and Founder of The Prostate Cancer Institute and is the men’s health columnist for Personal Liberty magazine and the Easy Health Options group as well as being a “Movember Foundation” Ambassador. He is also on the Advisory Board for Men’s Health magazine and is a sponsored Ambassador for 2XU Performance Sportswear. Craig has previously been named one of the “Top Dealmakers in Hollywood”. He lives, works, and trains in Newport Beach, California and is the father of two daughters.