Forget martini mixers and boring after-work social functions. The new way for business professionals to network and break the ice with new clients involves breaking a little sweat.
In fact, what has been dubbed “sweatworking” — meeting clients or business associates for a walk, a run, or a fitness class — is becoming increasingly popular, edging out the usual practice of networking in bars and restaurants, Fox News
“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, a New York City-based advertising executive who has been entertaining clients with workouts. “A lot of sales jobs revolve around drinking.”
Siciliano considers taking her mostly female clients, who range in age from 22 to 52, to yoga, spinning, and dance studios a great tool to develop relationships.
“People like to move along with the trends,” said Siciliano. “I do all the leg work but I exercise everyday anyway so for me it’s a win-win,” she said. “If you can knock out a client event and your workout at the same time, why not?”
Sweatworking began in the advertising and marketing world, Fox reports, but has spread to more conservative professions such as law and banking, according to Alexia Brue, co-founder of the wellness media company Well+Good.
“Now a lot of client entertaining in many industries has moved into boutique studios,” she said, “especially to those with workouts that aren’t super awkward, or super-sweaty to do with a client.”
Gabby Etrog Cohen, vice president of public relations at SoulCycle, a national chain of 39 indoor cycling studios, said sweatworking has become a regular part of her business.
“We get a mixed bag, a lot of people in financing and advertising,” said Cohen. “We have groups that come in every week. One group comes every Thursday.”
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