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.