Yerevan Launch of “Play for Profit” Draws Full House and Endless Questions (Photos)

The co-authors answered numerous questions from readers, sharing personal stories and insights about the powerful link between physical training and business growth.

Nane Manukyan, the book’s translator, noted that the message resonated with readers, namely, that sports can shape not only the body, but also the mind, emotional strength, and willpower.

“Even those who haven’t yet read the book have said that the authors speak in such a relatable, accessible way. Their personal experiences and the stories of successful figures they reference make the book easy to absorb and deeply motivating.”

Manukyan added that the book strikes a rare balance of theory and practice, facts and emotion.

“It reads like advice from a friend or a personal coach. Newmag has published many bestsellers about sports, motivation, and business, but this book offers a fresh approach, it shows how sports and business intersect and support each other. It was also important to us to spotlight the work of successful young Armenians from the Diaspora, and bring their stories home.”

Gnel Nalbandyan, Newmag’s Editor-in-Chief, spoke about the book’s intended audience.

“This book is not for those who have spent years running so-called ‘businesses’ based on corruption and criminal subculture. They probably won’t train their body, mind, or soul. This book is for the new generation of entrepreneurs, for those who are building startups, competing honestly, and striving to grow in tough market conditions. Play for Profit offers a mindset rooted in discipline, resilience, and integrity.”

Matthieu Dubreucq, a professional athlete turned entrepreneur and co-author of the book, expressed gratitude to Armenian readers for embracing their message.

“Christopher and I met 11 years ago, at 6 a.m. in my gym. People often think muscles and brains don’t go together, but I’ve spent my life proving otherwise. By the time we met, I was well on my way to finishing my 100th book. Though we came from different worlds, he from business, me from sports, we discovered that our mindsets aligned. After studying the habits of successful people, we realized they all made time for sports, no matter how busy. That’s when we knew this book had to be written.”

Christopher Dedeyan, a business coach and motivational speaker, has visited Armenia before, but this time, he’s staying for good. He recently relocated to Armenia, and was visibly moved by the reception from local readers.

“People are often surprised that sports and business go hand in hand. But when you’re training, you’re strategizing, solving problems, pushing boundaries—just like in business. We wrote this book to show people that the habits formed through sports build success in every area of life. It’s also deeply relevant for Armenians. This is a resilient society, and sport helps channel that resilience, relieves stress, and builds clarity.”

Artak Aleksanyan, head of Newmag Publishing House, closed the event by reflecting on the impact of the tour:

“Christopher and Matthieu are incredibly honest people. What they wrote in the book, they’ve lived. This project was more than just publishing a new title, we gained friends, partners, and a deeper understanding of how discipline can transform lives.”

Throughout their week-long book tour, Dedeyan and Dubreucq were featured on numerous TV programs, podcasts, and media interviews. They traveled to multiple cities in Armenia, hosted masterclasses in gyms, and held discussions on the connection between health, motivation, success, and the athlete’s mindset.