Go inside the trend that spawned a multi-billion dollar industry
for the top five percent Sweat Equity goes inside the multibillion
dollar trend toward endurance sports and fitness to discover who's
driving it, who's paying for it, and who's profiting. Bloomberg's
Jason Kelly, author of The New Tycoons, profiles the participants,
entrepreneurs, and investors at the center of this movement,
exploring this phenomenon in which a surge of people led by the
most affluent are becoming increasingly obsessed with looking and
feeling better. Through in-depth looks inside companies and events
from New York Road Runners to Tough Mudder and Ironman, Kelly
profiles the companies and people aiming to meet the demands of
these consumers, and the traits and strategies that made them so
successful. In a modern world filled with anxiety, pressure, and
competition, people are spending more time and money than ever
before to soothe their minds and tone their bodies, sometimes
pushing themselves to the most extreme limits. Even as obesity
rates hit an all-time high, the most financially successful among
us are collectively spending billions each year on apparel, gear,
and entry fees. Sweat Equity charts the rise of the movement,
through the eyes of competitors and the companies that serve them.
Through conversations with businesspeople, many driven by their own
fitness obsessions, and first-hand accounts of the sports
themselves, Kelly delves into how the movement is taking shape. *
Understand the social science, physics, and economics of our desire
to pursue activities like endurance sports and yoga * Get to know
the endurance business's target demographics * Learn how distance
running once a fringe hobby became a multibillion dollar enterprise
fueled by private equity * Understand how different generations
pursue fitness and how fast-growing companies sell to them The
opportunity to run, swim, and crawl in the mud is resonating with
more and more of us, as sports once considered extreme become
mainstream. As Baby Boomers seek to stay fit and Millennials search
for meaning in a hyperconnected world, the demand for the race bib
is outstripping supply, even as the cost to participate escalates.
Sweat Equity, through the stories of men and women inside the most
influential races and companies, goes to the heart of the movement
where mind, body, and big money collide.
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