Dr Parveen Smith and Reebok founder Joe Foster brought Cheshire’s business community together for an unforgettable evening celebrating the launch of their limited-edition book, How To Survive and Thrive.

Some evenings are simply events. Others become moments people talk about for months. On Tuesday 29 September, Cottons Hotel & Spa in Knutsford hosted the latter.

The room was filled with a remarkable mix of local entrepreneurs, C-suite leaders, authors and philanthropists. All had come for the same reason: to hear two extraordinary leaders share the stories behind a book rooted in resilience, legacy and the courage to rise.

A Warm Welcome

Guests were greeted on arrival with a glass of bubbly, and the atmosphere was buzzing from the very first moment. Conversations flowed easily as founders swapped stories with senior executives, and new connections were made across every corner of the room.

There was a real sense of occasion. This was not a night for passive listening. It was a gathering of people who build, lead and give back, and who had come ready to be challenged and inspired.

When the guests took their seats for an intimate fireside chat, the room fell quiet. What followed was nothing short of a masterclass.

Joe Foster: Building a Legacy

Few names carry the weight of Joe Foster’s. As the founder of Reebok, he is a true pioneer of sport and business, and the man behind one of the most recognised brands on the planet.

Yet what struck the audience most was not the scale of his success, but the honesty with which he described the road to it. Joe spoke candidly about the challenges, setbacks and pivotal decisions that turned a determined idea into a global brand.

His message was clear and practical. The principles that built Reebok, including grit, vision and the courage to back yourself when others doubt you, are the same principles that can guide any leader through today’s uncertainty. For the business owners in the room, it was a rare chance to learn directly from someone who has done it at the very highest level.

Dr Parveen Smith: A Survivor’s Story

If Joe’s story was about building a legacy, Parveen’s was about rebuilding a life. A renowned trauma and anxiety specialist using the AOT method, a bestselling author and an inspirational speaker, she has spent 25 years guiding others through healing, transformation and resilience.

Her own story of strength and survival held the room in complete silence. It was raw, moving and, above all, hopeful. Many guests were visibly touched, and it was easy to see why her trainings, books and global speaking have captured so many hearts.

One line in particular stayed with the audience long after the evening ended: “Your health is your wealth.” In a room full of high achievers, it was a powerful reminder that true success starts with looking after ourselves.

Two Paths, One Message

Together, Joe and Parveen showed that resilience looks different for everyone, but it always matters. One built a global empire. The other turned personal adversity into a life’s work helping others heal. Both proved that the hardest seasons can become the foundation for something extraordinary.

That shared message sits at the heart of How To Survive and Thrive, Joe Foster’s new book, co-authored with Parveen Smith. Released as a special limited edition, it offers practical lessons for anyone building a business, leading a team or navigating change, drawn from two leaders who have spent decades helping people grow through uncertainty.

A Night to Remember

After a lively round of audience questions, guests queued to have their copies signed by both authors. Every single guest left with a signed book and a photograph alongside Joe and Parveen, a keepsake from a truly special night.

The conversations carried on long after the formal programme ended. Ideas were exchanged, collaborations were sparked and, judging by the energy in the room, more than a few new ventures may have been born that evening.

It was, quite simply, a fabulous evening from start to finish. Executive Edge congratulates Joe Foster and Dr Parveen Smith on the launch of How To Survive and Thrive, and on bringing together such an inspiring community of leaders. If this night was anything to go by, the book will be one to treasure.