Book Tour Day 3: In Gyumri, Newmag Presented “Play for Profit” by Christopher Dedeyan and Matthieu Dubreucq (Photos)

Opening the event, Artak Gevorgyan, founder of the Armine Library, shared that the library now has over 1,300 users and has donated more than 3,000 books to libraries across the region.

“The library has become a community hub where people come together to exchange ideas and grow. This meeting is one our readers have been eagerly waiting for,” he said.

Authors Christopher Dedeyan, a business consultant and motivational speaker, and Matthieu Dubreucq, a former professional athlete and coach, presented their co-authored motivational guide, Play for Profit, which explores how the mindset and discipline cultivated through sports can be directly applied to success in business and personal growth.

Dedeyan emphasized the importance of daily physical activity, not necessarily in a gym, but through any sport one enjoys.

“It’s not about forcing yourself to do something you dislike. If you don’t like the gym, play football. The key is consistency. Motivation isn’t linear, it comes and goes, but with every achievement, motivation grows. Sports discipline fuels success in all areas of life.”

Dubreucq, a former champion sailor for Team Canada who transitioned into entrepreneurship after retiring at 29, spoke about how the skills he developed in sports, such as taking risks, following advice, and staying disciplined, have shaped his business journey.

“This book began with our conversations about how athletic training builds business leadership. The first question we address is why sport matters. Then we explore how to build that mindset, and apply it in the workplace.”

The event’s special guest was Nazik Avdalyan, world and European weightlifting champion. She shared how she applied her athletic mindset beyond the sports arena.

“Success is impossible without discipline. Even after retiring from professional sports, I still train every day. It strengthens not only my body, but also my mind and focus. Training improves our emotional resilience, sharpens our thinking, and boosts confidence. It’s a lifestyle.”

Nane Manukyan, the book’s translator, added that working on Play for Profit had a direct impact on her life:

“As soon as I finished translating the book, I signed up at a gym and haven’t missed a session since. The book is written in a dynamic, accessible style and blends facts, personal stories, and practical exercises. At the end of each chapter, there are mental and physical activities to help readers apply what they’ve learned.”

Closing the event, Artak Aleksanyan, director of Newmag, thanked Gyumri for the warm welcome and expressed his gratitude to the book tour partners. He also shared exciting news: Christopher Dedeyan has moved to Armenia permanently, and Newmag will soon publish the first book by Nazik Avdalyan, continuing its commitment to inspirational and empowering stories.