in (one's)/its prime

(redirected from in their prime)

in (one's)/its prime

At the peak of skill or physical ability; in the most successful or productive period. In its prime, the company developed some of the most influential video games of all times. I used to be able to bench press over 250 pounds when I was in my prime.
See also: prime

in one's (or its) prime

Fig. at one's or its peak or best time. Our dog—which is in its prime—is very active. The building was in its prime back in the Fifties, but it has not been well maintained. I could work long hours when I was in my prime.
See also: prime
References in periodicals archive ?
They appeal both to mature listeners in their prime spending years, as well as to the growing segment of younger family members who are attracted by specialty programming.