Me & My Money: David Keogh, chief executive of Auralia cosmetic surgery groupDavid Keogh: 'My home sauna is where I seem to do a lot of my clearest thinking' Mon Aug 10 2026 - 06:00 • 4 MIN READAre you a saver or a spender?I’m in my mid-thirties now, so these days I’m definitely more of a saver than I was in my twenties. I still enjoy spending money on things that add value to my life or work, but I also like to be prepared for the unexpected. What was the first job you received money for, and how much were you paid?I was around 10 years old. I found six or seven old bikes that had been dumped in a ditch, dismantled them and, using the spare parts, started charging my friends a pound for each “upgrade” to their own bikes. When I was 13, a neighbour let me borrow his ladder and I started washing windows. I charged €10 for the front of the house or €15 for the front and back. Most weekends I’d have four or five customers. At that age, I felt I was loaded!Do you shop around for better value?Absolutely, but I’m cautious. I do a lot of business in China and you quickly learn that the cheapest option isn’t always the best one. Two products can look and feel identical, yet have a significant price difference because the quality inside them is completely different. I’m happy to pay a fair price if I’m getting quality or great service in return.What has been your most extravagant purchase, and how much did it cost?A Range Rover. I don’t tend to make significant purchases on a whim; they’re usually goals I’ve set myself. What purchase have you made that you consider the best value for money?A home sauna. It’s genuinely one of the best purchases I’ve ever made. I use it three or four times a week, and it’s become part of my routine. It helps me completely switch off after a busy day and it’s where I seem to do a lot of my clearest thinking. Some of the ideas and decisions that have come from being in the sauna have easily repaid the cost of it 10 times over.[ ‘A bad horse costs the same to feed as a good one’Opens in new window ]Is there anything you regret spending money on?Lots of things. When you’re young, it’s easy to make impulsive purchases, but that’s part of learning. In my twenties, I definitely bought things that didn’t really serve a purpose or improve my life in any meaningful way. Looking back, I’d call those regrets, but they have a value of their own, and they’ve shaped how I think about spending money today.Do you haggle over prices?It depends on the product, what I think it’s worth, the country I’m in and the local culture. But I also think there’s a responsibility to be fair. It’s not about getting the lowest possible price; it’s about paying a fair price for the value someone provides.Do you invest in shares and/or cryptocurrency?I invest in shares, but I have no interest in short-term trading or crypto. If I’m considering buying a stock, I ask myself one question: would I still be happy to own it if the stock market closed for the next 10 years? If the answer is yes, then it’s probably a good investment. With crypto, I’m nowhere near intelligent enough to fully understand it. I prefer to stick to a few areas of competency that I can be reasonably confident in.Do you have a retirement or pension plan?I have a self-administered pension that I commit as much of my income as possible to. Anybody below the age of 40 without a pension is making a huge mistake. The benefits of tax relief and compound growth can’t be overstated. What was the last thing you bought, and was it good value for money?One of those small disposable barbecue kits. It cost €5, and it has cooked some of the tastiest steaks. It was brilliant value for money. Have you ever successfully saved up for a relatively big purchase?I tend to plan significant purchases well in advance rather than buying them on impulse. If I’ve bought something expensive over the years, it’s almost certainly because I’d set it as a goal and worked my way towards it.[ ‘I wanted a Victoria Beckham dress and couldn’t find one to rent. That planted the seed’Opens in new window ]Have you ever lost money?Of course. One of my own companies went from turning over around €750,000 a year with healthy margins to me personally paying around €70,000 in bills before ultimately closing the business, all within the space of about six months. When the tide turns, it can turn very quickly. Are you a gambler and, if so, have you ever had a big win?I went to Las Vegas last year and really enjoyed it. If you have the discipline to accept that the money you’re wagering is simply the price you pay for the entertainment, it’s much easier to control yourself and accept losses. The problem is that it’s very easy to get carried away. What is your best habit when it comes to money? And your worst?My best habit is that I’ve learned to separate emotion from financial decisions. Emotional decision-making loses people far more money than most recessions ever will. It took a lot of learning to get to that point. My worst habit, particularly when I was younger, was almost the opposite. I’d get overexcited about an idea and want to execute it immediately. It takes discipline to slow down, re-centre, and properly consider the long-term consequences of a financial decision. I’m much better at that now, but it’s a discipline I consciously maintain.How much money do you have on you now?€105.20. I try to always have a small amount of cash in my wallet. You never know when you’ll need it.David Keogh is chief executive of cosmetic surgery group Auralia, which specialises in cosmetic and weight loss surgeries and has its own private hospital in Dublin. The group was winner of Cosmetic Clinic of the Year award at this year’s Irish Healthcare Centre Awards.In conversation with Tony Clayton-LeaIN THIS SECTION