Tennis legend, shoe icon and business leader Stan Smith, alongside his longtime business partner Gary Niebur, announces the release of their book, Winning Trust: How to Create Moments That Matter. This transformative book unveils the art of trust-building through thoughtfully curated experiences, offering readers invaluable insights into fostering genuine connections in business, sports, and life.
Stan Smith Events, founded in 1995, is a premier global events and hospitality company specializing in creating exclusive experiences around the world’s most elite sporting events and luxurious destinations.
A Proven Blueprint for Building Trust
At the heart of Winning Trust is the SERVE framework, a time-tested approach developed by Smith and Niebur after decades of curating high-impact experiences for top executives, sports icons, and global brands. This framework embodies five key principles that lead to lasting trust and transformative relationships:
- Strategize: Thoughtfully design experiences that make an impact and create lasting memories.
- Engage: Build genuine connections by making others feel valued, seen, and heard.
- Recreate: Foster meaningful relationships through shared activities, play, and interactive experiences.
- Volley: Navigate challenges with a collaborative and problem-solving mindset.
- Elevate: Pay attention to every detail, ensuring moments are extraordinary, personal, and unforgettable.
Through real-world examples—including exclusive Wimbledon events, private Olympic hospitality experiences, and high-stakes corporate retreats—Winning Trust showcases how carefully designed interactions create environments where people feel a deep sense of belonging and connection.
A Game-Changer in Relationship-Building
Smith and Niebur’s journey into designing high-impact experiences began with a simple yet profound statement from a client: “I’ve been coming to Wimbledon for 30 years, but never like this.” That pivotal moment sparked a mission to create experiences that go beyond the ordinary—moments that cultivate deep trust, engagement, and loyalty.
From exclusive gatherings at the Olympics and Grand Slam events to behind-the-scenes moments with world-class athletes, the duo has spent over three decades crafting high-touch engagements that bring people together in unforgettable ways. Their expertise has led them to collaborate with Fortune 500 executives, industry leaders, and sports legends, proving that trust is not just earned over time but can be accelerated through intentional experiences.
Key Insights from Winning Trust
This book distills decades of experience into actionable takeaways, guiding readers on how to:
✔ Design impactful moments – Trust is built through meaningful interactions, not transactions. Thoughtful planning and attention to detail can turn any gathering into an unforgettable experience.
✔ Engage on a deeper level – People trust those who genuinely value and understand them. Successful relationships are built through authentic connection and emotional investment.
✔ Leverage shared experiences – Whether it’s a corporate retreat or a casual round of golf, interactive activities create a natural environment for trust to flourish.
✔ Navigate challenges with confidence – The most trusted leaders and brands excel at problem-solving and adaptability, turning obstacles into opportunities to strengthen relationships.
✔ Go beyond expectations – It’s the small details—a personalized invitation, an unexpected gesture, an intimate conversation—that make the biggest difference in trust-building.
Lessons from Legends and Industry Leaders
What sets Winning Trust apart is its behind-the-scenes look at the power of trust in action. The book features stories and insights from some of the world’s most influential figures, including Olympians, Michelin-star chefs, Ryder Cup captains, and CEOs. These firsthand accounts illustrate how trust fuels success, from championship victories to billion-dollar business deals.
Smith and Niebur share personal anecdotes, such as orchestrating a dinner with Olympic gold medalists or transforming a corporate merger into a seamless cultural integration through shared experiences. These moments, carefully curated with precision and heart, serve as powerful reminders that relationships—whether in boardrooms or on center courts—are the foundation of success.
Trust Is an Ongoing Process
A compelling theme throughout Winning Trust is that building trust is not a one-time act but an ongoing commitment. Just as a tennis champion must refine their game with every match, strong relationships require consistent care, follow-up, and adaptation.
The book also explores resilience in trust-building, drawing parallels between business relationships and second serves in tennis. Mistakes will happen, but how they are handled—through honesty, effort, and a genuine desire to make things right—often defines the true depth of trust in any relationship.
About the Authors
Stan Smith is a former world No. 1 tennis player, two-time Grand Slam champion (1971 Wimbledon, 1972 US Open), and a member of the International Tennis Hall of Fame. Off the court, he has built a career as a sought-after speaker, consultant, and relationship-builder, working with global brands to craft high-impact experiences. Smith is also the face behind the iconic adidas Stan Smith shoe, which was launched in 1965 and remain as one of the most recognizable sneakers in the world.
Gary Niebur is a master of event design and experience strategy, with over 30 years of expertise in curating unique, high-touch engagements for Fortune 500 companies and global brands. His work has transformed the way businesses foster trust and build meaningful relationships.
Availability & Pre-Order Information
Winning Trust: How to Create Moments That Matter will be available March 27 in hardcover on Amazon and digitally. Pre-orders are now open at major retailers. Pre-order your copy today and start creating moments that matter!
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