Tennis icon Stan Smith launches new book 'Winning Trust' with business partner Gary Niebur

Tennis legend, shoe icon and business leader Stan Smith, alongside his longtime business partner Gary Niebur, recently announced the release of their new 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.

The two business partners run Stan Smith Events, founded in 1995, a premier global events and hospitality company specializing in creating exclusive experiences around the world's most elite sporting events and luxurious destinations.

Above: Smith and Niebur chat with the crowd. Source: Stan Smith Events.

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.

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.

Above: A look at the new book. Source: Stan Smith Events

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.

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.

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.

Winning Trust: How to Create Moments That Matter will be available March 27 in hardcover and digitally on Amazon. Pre-orders are also now open at major retailers. Pre-order your copy today to start creating moments that truly matter.

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Source: Stan Smith Events