Project Athlete 3 Minutes With... Rob Fraser

1. If you could describe yourself in 3 words, what would they be?

I need 4, but they’d be “I’ll figure it out”.

2. You’re a business owner of dope sock company, Endur. Tell us more!

endūr is an athletic lifestyle brand that innovates performance socks by fusing technical features and expressive designs. I’ve spent most of my adult life as a professional athlete, and after retiring I wanted to develop an athletic brand around my passions for sport, hard work, and perseverance. I consider endūr my second sport, and often refer to it as the ‘sport of business’.

3. What is the biggest obstacle you have overcome in your career/life? What were the tools that were pivotal in overcoming that time? How have you learned from it, how have you changed?

The transition from athlete to whatever was next. The athletic journey is all encompassing, so when one day it’s all over it can leave you searching for motivation and what’s next. The most important tools are certainly a growth mindset and perseverance – allowing myself to be open to new opportunities. Upon reflecting, everything I did in sport set me up to uniquely build endūr.

4. If you could go back and tell your 12-year-old self-something, what would it be? 

There is no rush to grow up and time with your parents is valuable, cherish it.

5. If a young entrepreneur asked you for business advice, what would your best piece of advice be?

Stay humble, read a lot, ask a lot of questions, don’t accept the status quo, and don’t start a business because you think it makes you cool.

6. What is something the majority of people don’t know about you?

One year I spent 9 of 12 months in a cast for 3 broken bones (separate accidents). Basically, I would heal, and then get hurt instantly. The third time around my parents would just drop me at the front doors of the hospital and say ‘see ya later’.

7. What does “Project Athlete” mean to you? How do you relate to it?

That as athletes, or active individuals, we’re all unique and are responsible for building our life resume. There is no right or wrong way to live but being authentic would be the closest way to do it ‘right’.

8. If there was a book written about you, what would the genre be? 

Probably business – with a focus on sport and motivation.

9. What is something beautiful that you see everyday?

My wife Jackie and dog Luna

10. What are some myths and realities about the business world you can share with our readers?

Myth: you have to know business to start

Reality: it’s not hard to start and learn

Myth: successful business owners have it made

Reality: it’s extremely difficult, lonely, and stressful most of the time

Myth: you have to have a revolutionary idea

Reality: the opportunities are endless

11. What were you doing before Endur was born?

Racing mountain bikes around the world and in college getting a Sport Management diploma.

12. Do you still race your bike? What other activities do you enjoy doing?

Not at the same level but will do some local events in 2020. I’ve also dabbled in triathlon which saw me named to the AG national team for off-road triathlon in 2016.

13. What is the single, best realization you’ve had in your life?

Books contain the answers to any question you’d ever have. You can literally learn anything, at any time. Podcasts are equally great for stories of people applying this knowledge.

14. What do you want your legacy to be?

Through any success I want to open doors for many others and give back as much as possible. To date endūr has donated over $100,000 through many social initiatives, created 6-full time jobs, and many other part-time jobs. I want everything I do to be a change agent for the greater good.


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