Michel Lafon, a French book publisher has just released “Passionnément” (Passionately), by Alain Afflelou. In this richly illustrated book of about 200 pages, the French entrepreneur looks back on more than 40 years of professional life, starting with his graduation as an optician in 1971. Without revealing much about its private life, the book focuses on the main stages of Afflelou's success: the first self-financed shop in Le Bouscat, near Bordeaux; the spectacular development of the franchise model; the flair for modern marketing that spurred a spectacular transformation of the French optical market; international developments; the diversification of the hearing-aids segment; and, very briefly, the sale of his majority stake in 2012. A good part of the book also sums up Afflelou's involvement and career in the sports business, in particular his investments in the Girondins de Bordeaux, one of France's top football clubs. The Afflelou group boasted revenues of 890 million euros in 2017 for about 1,500 shops in 16 countries. In 2015, Alain Afflelou was named France's favorite entrepreneur by the business magazine Capital, with 73 percent of poll participants declaring their good opinion of him.