Rob Sims, Co-Founder, Primitiv and Primitiv Performance
Rob Sims enjoyed a successful nine-year career as an offensive linemen in the NFL with the Seattle Seahawks and Detroit Lions. Prior to turning pro, Rob was an accomplished collegiate athlete serving as a three-year starter and National Champion for The Ohio State Buckeyes. He captained the team during his senior season at OSU.

Rob lives in metro Detroit with his wife, Natalie, and their three children. Rob and Natalie have been recognized for their philanthropic contributions and service to local and national charities including the Detroit Police Athletic League, the Yatooma Foundation, the Children’s Center, and the V Foundation for Cancer Research.

As an ex-professional athlete turned entrepreneur, Rob has diligently pursued his passion for business through Locker Room Consulting and real estate ownership. His latest venture is Primitiv Group, a Michigan-based cannabis company co-founded with his former teammate, Calvin Johnson Jr., who have first hand experience with the medical benefits of cannabis and its ability to provide relief from chronic pain. Primitiv seeks to advance the cause of cannabis by researching the natural health benefits of the plant, while developing innovative applications for its many uses.

In February of 2023, Sim’s company launched Primitiv Performance; a product line that utilizes a proprietary blend of electrolytes, vitamins, and multiple phytocannabinoids (CBD, CBG, CBC, CBN) to help people living an athletic lifestyle rehydrate, recover, and boost their immune system before, during or after a workout. Primitiv Performance’s initial product line includes four great-tasting flavors of an oral rehydration solution that contains 25mg of nano CBD, 180mg Sodium, 150mg of Potassium; Vitamin A and Vitamin C and blended in ratios recommended by leading health organizations; and a transdermal topical cream sold in 1oz and 4oz jars that was specifically formulated to address chronic pain and inflammation caused by sports injuries and everyday wear and tear by penetrating through the skin layer to exert its effects on deeper or more distant tissues.

Primitiv is a member of the Michigan Cannabis Industry Association which advocates for a favorable political policy environment for Cannabis to thrive by promoting sensible laws, regulations and setting industry best practices among members.

Sims is also partnered with NESTRE, a mental and cognitive strength training company, combining the science of neuroplasticity with AI/Machine Learning technology, to personalize how people perform better, feel better, and get better.

When he’s not overseeing his business at Primitiv, Rob can be found cooking, grilling, or smoking an array of delicious food on his Big Green Egg.

Sims is on Instagram @robsims67