Why I Bet It All on Bolder Athlete for Masters Like Us
EverBold Newsletter: 04/15/25: #getbolder
Three years as a CrossFit Games Masters Champ—2019, 2021, 2022—and I was on top of the world. But behind the podiums, I was beat up, aching, and hungry for something more: a way to lift up the Masters community I love. That’s when I rolled the dice and created Bolder Athlete. Here’s the story of why I took the plunge, what it cost, and why it’s been worth every second.
The Spark: Masters Deserve Better
Back then, I was training with other Masters programs—big names, solid stuff. But something wasn’t right. My body felt trashed, and I started noticing a pattern: Masters athletes were often an afterthought, sidelined in platforms built for younger crowds. I wanted to change that, to build a system where we’d thrive—not just survive. I dreamed of a program that’d make us stronger, healthier, and supported, with training that respects our experience and our limits.
I pitched myself to some massive training camps—household names in CrossFit. They offered me gigs, but the deals felt hollow: little support, all the risk on me, and a tiny cut of their growth. I’d be a cog in their machine, not a game-changer for Masters. That’s when it hit me: if I wanted a platform that truly put Masters first, I’d have to build it myself.
The Leap: Scary as Hell
Starting Bolder Athlete was terrifying. As an athlete, I’d never fully programmed my own training—I’d always followed someone else’s plan. As a business move, it was a high-stakes gamble. I poured my time, money, and heart into it, knowing if it flopped, there’d be no safety net. I studied like crazy, researched programming, built training plans, scrapped them, and built them again. I learned, tweaked, and kept going, driven by one goal: create a home for Masters athletes to shine.
In August 2023, right before my fourth gold medal at the Games, we launched Bolder Athlete to the public. I had been training for 4 months under the program myself. That first week, about 50 athletes signed up—a small but mighty crew who believed in the vision. Over the last 18 months, we’ve grown to over 500 strong. Hearing their feedback lights me up: they’re not beat up anymore. They’re stronger than ever, with fewer aches, nagging injuries, and better recovery. They love the predictable training cycles, consistent weekly structure, and deload weeks that let their bodies recharge. That’s the stuff that keeps me going.
The Grind: Highs, Lows, and No Regrets
Don’t get me wrong—this hasn’t been a fairy tale. Building Bolder Athlete is the entrepreneur’s rollercoaster: thrilling wins, painful setbacks, and financial bets that make you sweat. We’re still young, but with a team of four now, we’re picking up steam. Every time an athlete tells me they hit a PR or feel better than they have in years, it’s proof we’re onto something big.
Bolder Athlete isn’t just a program—it’s my heart and soul, built for Masters, by Masters. It’s how I train, and how I help you get Stronger. Wiser. Bolder. Whether you’re chasing a podium or just want to move pain-free, it’s got your back. Right now, you can dive in with 3 weeks free at BolderAthlete.com. Join our 500+ crew.
Takeaway: Bet on Yourself
Taking this leap taught me something: the scariest risks can lead to the biggest rewards. I didn’t have all the answers starting out—I still don’t. But I believed Masters deserved better, and that was enough to get going. You’ve got a dream like that too—maybe not a business, but something bold. Don’t wait for permission. Start small, learn as you go, and trust it’ll grow.
Your Move: Take the First Step
I’m not special—I’m just stubborn. You can be too. Pick one thing this week: try a new sport, give a cold plunge a go, mobilize in the evening for 10 minutes, or sign up for Bolder Athlete’s free trial. Big journeys start with small bets. What’s yours?
Stay Bold, Jason Grubb 5-Time CrossFit Games Masters Champ Bolder Athlete Founder
🎥 Recent Videos:
Whenever you’re ready, there are a few ways I can help you:
Unlock your full potential with personalized 1:1 coaching with me. Achieve your fitness goals faster and smarter. Apply for private one-on-one coaching.
Become a Bolder Athlete → a fitness platform specifically tailored for Masters Athletes aged 35 and older. It deviates from the common practice of merely scaling down routines designed for younger athletes, instead creating programs that address the distinct needs of masters athletes.
Want to promote your business to 10,000+ fitness and CrossFit enthusiasts? Email me here to chat about sponsorship.