Meet the New Primers: The health-conscious middle-aged men having BETTER sex now than in their 20s - by learning how to date their wives again 

Health-concious middle-aged men are having better sex now than they did in their twenties - by learning to date their wives again, according to an LA-based health guru. 

Entrepreneur Craig Cooper, who lives in Newport Beach, has coined this group of forty-somethings 'New Primers' and believes hitting mid-life is a time of 'opportunity not crisis'. 

The 52-year-old wants to debunk the myth that sexual vigour peaks at a young age. He has written a 'down-to-earth' manual called Your New Prime, which aims to help men through this stage in their lives.

Health-concious middle-aged men are having better sex now than they did in their twenties - by learning to date their wives again, according to an LA-based health guru (Picture posed by models)

'The book is not a how-to have sex book,' he told FEMAIL. 'If you're thriving physically and mentally, and all your male plumbing is in good order, then better sex is a great side effect of being in peak condition.'

He added: 'Sexuality defines masculinity for men in a lot of respects as you age. Globally, particularly here in the US, rates of sexual dysfunction are sky-rocketing and so much of that is lifestyle based around nutrition and diet, stress is a huge part of it. That's what I'm trying to heal.' 

Entrepreneur Craig Cooper has coined this group of forty-somethings 'New Primers'

Craig has had 'several close calls' with heart conditions, encephalitis, low bone density, and early markers of prostate cancer. 

He said he's 'frustrated' by the lack of information available on men's health as they age. 

'In the US, for example, we have a significant woman's health movement - there's not one for men's health,' he said. 

'There's multiple campaigns throughout the year for women's health. 

'I love woman and I have nothing against that but there's nothing there for men. 

'We're just left to fend for ourselves because it's assumed men can take care of ourselves but that's not the case.'

Craig believes women are more open to talking about their health problems while men become embarrassed and shy away from doing so. 

'Men are more solitary and the numbers of that are increasing,' he said. 

'It's not considered masculine to talk about your health problems with other men.'

When he turned 40 Craig noticed changes in his body but had no where to turn for advice. 

He had to learn how to adjust his lifestyle accordingly. 

'I realised that I had to change the way I ate, the way I trained, my mental approach to life had to change,' he said. 'I wasn't 20 any more so the things that mattered then don't matter as much now I'm 40 and 50. 

Craig believes women are more open to talking about their health problems while men become embarrassed and shy away from doing so (Picture posed by model)

He added: 'You're not concerned about six-pack abs and biceps, you're more concerned about strength, flexibility, mobility – all the aspects that keep you in the game going forward in life. That's what I started to focus on more.'

Craig has been with his wife since he was 17. He says they have discussed the challenges of ageing together. 

'We've grown together emotionally. We exercise together, we travel, we do all the same sports,' he said. 'It's super important in your relationship as you age to make sure you keep that spark and connection alive.' 

He added: 'So many couples, not just men, lose that intimacy as they age. For someone who has been in a 27-year marriage it's even more important. In today's society you need to work at that. It doesn't come naturally. So many men slip into complacency in their relationships which is just unhealthy'

Craig said there's a number of things couples can do to ensure they are still intimate with one another - tips which are shared in his book. 

Discussing his own relationship he said: 'We try and keep the spontaneity in our relationship. It's extremely important that you keep that spark and have passion around your relationship. 

'I know it's hard to do but date your wife. Treat your wife like the first time you met her and try and maintain that energy. That's hard for a lot of couples.'

Craig said there's a number of things couples can do to ensure they are still intimate with one another - tips which are shared in his book (Picture posed by models)

He added:  'I say if you wouldn't marry your partner today you need to start working on it.'

Craig believes it's small gestures that are important.  

'Women thrive on emotional connection, men thrive a lot more on physical connections,' he said. 'Men kind of lose touch with the emotional side of a relationship and how important that is. It cuts across so many things. 

Your New Prime by Craig Cooper, published by Harper Wave

'We talked about sex before. It is not a physical act, it's an emotional act, a psychological act and everything needs to come together for great passion in your relationships.'

Now fit, healthy and in a loving relationship, Craig believes he is in better shape than ever before. 

For those concerned about hitting middle-age or losing the spark in their long-term relationships, he said: 'Firstly, you have to give yourself a health check-up. 

'Your physical health drives your sexual and mental health and overall general health. 

'Secondly, I think you need to refocus on your relationships if you are in one. Look at where that needs help be it emotional or physical connection with your partner. 

'Thirdly, you need to look at ageing as an opportunity not crisis. 

'So many men get depression and mental health issues because they reach 40. 

'My message is to get out there, grasp and take advantage of all the opportunities to you going forward.' 

Your New Prime by Craig Cooper, published by Harper Wave, an imprint of HarperCollins, priced £18.99.