Twenty years ago, Craig Cooper—co-founder of Boost Mobile USA, serial entrepreneur, health advocate, founder and president of Cooperative Health and Performance Research Labs, and, most recently, author—embarked on a journey into the world of health initially to stave off a number of serious medical issues that doctors told him were his “genetic destiny.” His book, Your New Prime: 30 Days to Better Sex, Eternal Strength, and a Kick-Ass Life After 40, is written for men approaching middle age and is the direct result of that 20-year quest.
On the nutrition front, Cooper is adamant: “I look at food as fuel. If I am sitting all day in my car, I am not NICraigCoopergoing to eat the same dinner when I get home as I would if I were active all day training. That just wouldn’t make sense.” Cooper knows not only the right carb-to-protein balance needed for a middle-aged man to perform at his peak but also describes in his book his use of “IF” (intermittent fasting), which he utilizes to keep his blood sugar in check. “Basically, I fast on Tuesdays; nothing complicated,” he says with a laugh. Cooper finds he “looks forward to those days,” citing studies indicating intermittent fasting decreases insulin levels and inflammation and boosts HGH levels. When talking about effects on insulin, Cooper asks, “Adult-onset diabetes is an epidemic; 30 years ago, we never even heard about it, did we?”
Having been diagnosed with a high PSA, often an early warning of impending prostate cancer, Cooper feverishly researched nutritional links and preventive measures, which are discussed at length in his book and shared on his foundation’s website, Prostate.net. The website’s primary goal is to educate men about prostate cancer risk and prevention strategies.