“It’s nothing like I expected. I fully anticipated, the day I retired from competing, I’d be retired completely. I almost immediately realised I needed to clarify I’d retiring just from competition, not retired in full. I’m busier than ever. The projects that I started took off, I never got an opportunity to pursue other ones, yet,” Fraser said.

He set up a company called HWPO (Hard Work Pays Off) and has been fully consumed launching an workout app.

“In some ways, it’s identical. In other ways it’s completely different. It’s different because it’s not all just on me,” Fraser said. “I was the only one on the floor, I was the only one being judged. If I wanted something done, that was it.”

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“But now there are things I don’t have control over. Like the app, I don’t know how to code an app. I try to explain what I want as clearly as possible. But it’s no longer a selfish routine. Before I was the only one accountable.”

The app caters for a range of CrossFitters. It scales all the way from 45 minute workouts with minimal equipment, right up to ‘Pro’, with hours of workouts everyday for those training for competitions like the CrossFit Games. The top athletes even get a 15 minute video from Fraser, everyday, explaining the workouts.

Now the app is launched, Fraser says he is constantly taking feedback and improving.

“In some ways, you realise that the process of building it is more rewarding than the end product,” he said.

“I remember the first time winning the Games, I felt like something was wrong. Crossing that finish line, knowing I had won, knowing I had achieved my goal and I expected something inside me to change, some sense of gratification, a different outlook on life and it wasn’t there.”

“It wasn’t until a couple of years in that I realised it was the pursuit of the goal that was the exciting thing. If you tick something off you worked towards, the dream house, the dream car, you have this idea that once you acquire this thing you’ll feel accomplished and satisfied,” Fraser said.

“But you are happy for a day or two and then you move on. It’s the pursuit of the goal that’s exciting.”

Fraser is surrounded by the same core team he had when he was working towards CrossFit, before his HWPO business. This brings a sense of continuity and trust, which allows him to delegate without stress.

The team is familiar with his high standards over expediency: “They know we have to get it right, not get it right now.”

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They are also familiar with his drive never to settle.

“I never want to achieve a goal and feel done. I want to be striving. I want to be striving for perfection, knowing I’m never going to reach it,” Fraser said.

“I think it’s important to have a destination to arrive at. For me, it was getting to my first Games,” he said.

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After his first Games in 2014, when he finished second, he started re-watching the footage and reaching out to experts to improve specific exercises. He finished second again in 2015. He started his five year run of victories in 2016.

“I don’t get to test myself without the next destination. So, I had the next Games. Once that’s finished, I look forward again,” he said. “The same is true after launching the app. I’m constantly taking feedback.”

Fraser has also been doing one-on-one coaching for CrossFit athletes.

“That’s something I swore up and down I’d never get into. But I dipped my toes in and I realised it was fun,” Fraser said.

He has to work with the right athletes. He does not want to have to motivate them to workout, but he is keen to share his wisdom.

“I like feeling like the information I’m providing is being listened to,” Fraser added. “This is my bread and butter, I have something to contribute. I left no stone unturned and now I can apply that to other athletes, and they are progressing. If I can help them achieve their goals, it’s an incredible gratifying process.”