Maitland/AMO Hosts London Book Launch of “Sweat Equity”

by Seda Ambartsumian | 16th November 2016

On Tuesday November 1st, Maitland/AMO hosted the London book launch of Jason Kelly’s latest book, 'Sweat Equity: Inside the New Economy of Mind and Body.'

The evening, held at the Foyles flagship Bookstore, marked Maitland’s third annual private equity event series which seeks to bring together the firm’s clients and friends for a stimulating discussion about the industry.  Jason Kelly, the Bloomberg News bureau chief in New York and acclaimed author of The New Tycoons: Inside the Trillion Dollar Private Equity that Owns Everything presented his newest title which focuses on how closely the worlds of fitness and private equity are intertwined.

In an interview session hosted by Maitland/AMO CEO, Neil Bennett, Kelly discussed the multibillion dollar trend toward endurance sports and fitness and those that are driving this boom, paying for it, and profiting from it.  Kelly spoke about the latest obsession with people seeing to look and feel better in a modern world filled with anxiety, pressure, and competition. He explained how 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. He also highlighted that while obesity rates are hitting an all-time high, the most financially successful among us are collectively spending billions each year on apparel, gear, and entry fees.  Following the Q&A session, an audience of 70 guests had the opportunity to ask their own questions which ranged from the bespoke fitness habits of various European countries to whether this fascination with fitness was a passing fad or here to stay.

The evening culminated in a book signing and networking opportunity over wine and canapes.  We look forward to seeing you next year at Maitland’s 4thannual private equity event.

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Seda Ambartsumian

Specialist in advising private equity firms and hedge funds on their financial communications, crisis situations and reputational management

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