Alex Cheatle describes himself as “anti-bling”. The company he co-founded and has led for 25 years, Ten Lifestyle, may provide an elite service to high rollers, but he displays none of the trappings of wealth.
He is clad in a red-and-blue chequered short-sleeved shirt, black-rimmed glasses and jeans when we meet by the canal in Paddington, west London, not far from his longtime home in firmly middle-class Queen’s Park. “I’m not trying to live the life of our members – I’m trying to keep costs down,” he says.
