JM News UK

Forget the martini lunch, sweatworking mixes business with exercise

By Dorene Internicola NEW YORK (Reuters) - Sweatworking, the growing practice of meeting clients for a walk, a run or a fitness class, is elbowing networking out of bars and restaurants and into boutique fitness studios. “Sweatworking was born out of a desire to connect with clients on a deeper level that wasn’t so sales-y,” said Sarah Siciliano, 32, an advertising executive who has been entertaining clients with workouts. “A lot of sales jobs revolve around drinking.” Siciliano, who is based in New York City, considers taking her mostly female clients, who range in age from 22 to 52, to yoga, spinning, bootcamp and dance studios a great tool to develop relationships. “If you can knock out a client event and your workout at the same time, why not?” Sweatworking began in the advertising world, but has spread to more traditionally conservative professions such as law and banking, according to Alexia Brue, co-founder of the wellness media company Well+Good.

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