CHAPTER 1 Money Moves
Despite all the evidence for this new economy of mind and body—the races, the studios, the endless conversations at work and on weekends about someone’s latest and greatest workout or personal best triathlon—I wasn’t convinced it was real. Until I found the bankers.
Bankers and journalists, sometimes much to our mutual chagrin, pursue our jobs by similar means: We follow the money. And it’s clear that Aarti Kapoor, and her increasing number of competitors, are finding lots of it to chase. The money’s seemingly everywhere. It starts by leaving our wallets as disposable income, directed at fitness, and our bodies, as never before. We’re spending billions on race entries, memberships, and class fees, plus all the stuff ...
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