{"product_id":"sweat-equity-inside-the-new-economy-of-mind-and-body-9781118914595","title":"Sweat Equity: Inside the New Economy of Mind and Body","description":"\u003cb\u003eGo inside the trend that spawned a multi-billion dollar industry for the top five percent\u003c\/b\u003e \u003cp\u003e\u003ci\u003eSweat Equity\u003c\/i\u003e 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 \u003ci\u003eThe New Tycoons, \u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIn 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. \u003ci\u003eSweat Equity\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUnderstand the social science, physics, and economics of our desire to pursue activities like endurance sports and yoga\u003c\/li\u003e \u003cli\u003eGet to know the endurance business's target demographics\u003c\/li\u003e \u003cli\u003eLearn how distance running--once a fringe hobby--became a multibillion dollar enterprise fueled by private equity\u003c\/li\u003e \u003cli\u003eUnderstand how different generations pursue fitness and how fast-growing companies sell to them\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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. \u003ci\u003eSweat Equity, \u003c\/i\u003e 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Bloomberg Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/25\/2016\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781118914595\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 240\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.90lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.30w x 0.80d","brand":"Jason Kelly","offers":[{"title":"Default Title","offer_id":42021821382837,"sku":"9781118914595","price":29.71,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_1dcc86ab-4867-4a86-a8b6-5a4773ba39f0.jpg?v=1649300406","url":"https:\/\/pastforward.org\/products\/sweat-equity-inside-the-new-economy-of-mind-and-body-9781118914595","provider":"Past Forward","version":"1.0","type":"link"}