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.
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: Inside the New Economy of Mind and Body” (Wiley, April 2016) explores the rise of the health and wellness movement through the eyes of those who are driving, paying for and profiting from it. Whether its technology, nutrition plans or new workout fads, enormous market opportunities exist for those bold enough to invest in the business of health, lifestyle and well-being.
An avid runner who has completed more than a dozen marathons, Bloomberg’s Jason Kelly realized the new fitness economy was more than a passing trend when he started following the exponential equity growth of the endurance business. Through in-depth interviews, Kellytakes a deeper look inside the movement’s people, companies and events – including New York Road Runners, Tough Mudder, CrossFit and Ironman – and at the traits and strategies driving their success.
“Sweat Equity” provides first-hand accounts and case studies illustrating the many facets of the extreme fitness and wellness industry, including:
- The science and economics behind our desire to pursue activities like running and yoga
- Generational fitness trends –from Baby Boomers seeking to stay fit to Millennials searching for meaning in a hyperconnected world –and how brands are selling to their goals and desires
- How the rise of services like ClassPass is disrupting big gyms in the new sharing economy
- The rise of periphery products, such as fashion-forward athleisure wear (think lululemon)
- How personal health goals launched the careers of some of the most recognizable personas in fitness – from Barry of Barry’s Bootcamp to Diamond Dallas Page and DDP Yoga
Jason Kelly is the New York bureau chief of Bloomberg and author of “The New Tycoons: Inside the Trillion Dollar Private Equity Industry That Owns Everything,” the product of five years leading Bloomberg’s global private equity coverage. During his tenure at Bloomberg, he’s written about everything from the global semiconductor industry to economic development during the war in Afghanistan. He’s a contributor to Bloomberg TV and Markets magazine, as well as a frequent speaker and host of conferences around the world.
Melissa Connors, Publicity Manager
WILEY
mconnors@wiley.com