AGEIST: Who inspires you?
CRAIG:I love Tony Robbins, he is a super close friend and he's been very gracious and supportive of everything that I do. He is just the hardest working guy I know. He's been inspiring humans for 35 years, and he never slows down. His life is all about accelerating the peak performance of others and making a difference to individuals’ lives. I really like Tony, he is a magnificent human being.
AGEIST: So you have a lot of stuff going on, companies and associations that you founded or are involved in. What are you working on?
CRAIG: So most of my days [are] spent sort of building my men’s nutritional supplement business. It's all focused on 40+ men's health: prostate health, testosterone, sleep, heart health, joint health, with a company called PR Labs, Performance Research Labs. And I have a group of publishing websites -- I am actually raising capital, for the moment, just to sort of relaunch around prostate health to try to serve a kind of a digital platform for men around that sector. And also aging men's health disorders because there's really no sort of platform out there, outside of, you know, WebMD and Everyday Health and things like that. I also spend a lot of time running the health and wellness studio at Lionsgate Entertainment at the moment, so I spend a few days a week up in Los Angeles with the team up there.
AGEIST: What do you do for them?
CRAIG: Lionsgate has an asset called BeFit. And BeFit is one of the largest digital fitness media businesses. It's a significant business, traditionally being DVD-based, but I have been brought in to basically restructure the whole business and transition it to take advantage of mobile, direct marketing and a bunch of other things. So that keeps me busy!
CRAIG: But I am so passionate about serving the guys in our generation. It’s a time for thriving, not one of complacency. That’s the kind of principle message that I'm trying to get out there. I just don't think that we are served by the traditional media, television or any sort of health platform.
AGEIST: That’s how we feel!
CRAIG: But there is another point here. I talked recently at a fundraiser about how vulnerable we are, you know, from the point of view of our masculinity, and that's something that's often taken advantage of, particularly the drug companies. Looking at things like erectile dysfunction, the drug companies have created this whole industry around low testosterone, and they are marketing it as if it’s just, like, this disease as opposed to symptoms of a, you know, lifestyle disorder. There is a big chapter in my book devoted to this: the dangers of testosterone therapy as well as just quick-fix drugs. There are a number of things that we can do to improve our testosterone count, without resorting to drugs, that are just as effective but way better in the long run.
AGEIST: If you eat the right things and you behave the right way. I love the quote about AARP.
CRAIG: Oh, yeah, AARP, I hate those guys. I mean, seriously, they start sending out their cards at 49. I got one, like when Laird [Hamilton, legendary big wave surfer] got his. It's like, seriously, I want to put it in the shredder because, like, I'm just the wrong guy. I mean, seriously? The whole concept of retirement is kind of changing and they're trying to reinvent themselves: you know, “You don't know AARP,” blah, blah, blah. That's like, sign up now and get your, like, $16 little tote bag and your Denny's discount. They're just not even relevant.
AGEIST: I don't want to get too personal here, but you have an extraordinary drive...like your ambition and your scope of vision is really more than most. I'm wondering, was this something that you got from your family? Was your father like this? What?
CRAIG: No, my dad left when I was nine and I had a massive unhealthy childhood: you know, I was in a coma when I was nine for a month, and nearly lost my left leg when I was 11, I had heart surgery when I was 18. So much of my attention to my health is out of fear. So I’ve got an epigenetic disposition towards, you know, prostate cancer and type II diabetes. I'm surrounded by a lot of sickness because of the businesses -- I was with two guys yesterday who have just been through surgery for prostate cancer; neither of them ever regained sexual function, you know, so it's something I live in fear of.
AGEIST: Yes, right on. Tell me about, you talk a lot in the book about this idea of self-knowledge and using it to the limit.
CRAIG: Well, I think that was in the context of kind of calling BS on the 10,000 hour, you know, philosophy of Malcolm Gladwell. Right?
CRAIG: Whereas becoming an expert in 10,000 hours... my point was, we didn't have 10,000 hours!
CRAIG: You know, life's short so focus on the things that you're good at and you're going to get enjoyment out of. Don't be overwhelmed and distressed that you're not going to become an expert guitar player starting at 55, but if you just want to pick up the guitar and have fun, then have at it. You know, more love, because if that's going to be your passion, go for it.
And if you want to accelerate the things that you’re already good at and become better at, that’s also awesome. I just didn't want my people of my generation to stress over it. I mean, I have X amount of time left, I have to do all these things or else I'm going to be a failure, because these are the things I had on my bucket list, the 25 that I'm going to spend the next 10 years trying to do, and it's going to drive me insane. That was really my point.
AGEIST: Brilliant. Thanks Craig, I really enjoyed this and love your book. Great stuff in there.