 Next question is from Anna Schott. How much do you think about your branding or marketing in order to appeal to both men and women? Oh, this is a fun one that we wrestle with our marketing team and have. Big wrestle. And we have for what, three years now, this was a really hard thing for us to accept. And what I mean by that is, you know, when we hired our marketing team, this was one of the first things they wanted to do was, okay, we have to, you know, market the maps program to women, then we need to market it to men. And so let's change the colors of it. Let's do this. And we're like, oh, it was like nails on the chalkboard for us. And I've come full circle on this and have a greater understanding of what this is like. And let me explain how it makes sense to me now and why I'm a little more receptive and accepting to allowing our marketing to go after and target like women specifically, even though I know that, okay, that work, that program would also work for a man. Same workout. Right, same workout for a man. It reminds me of when you, and I know you guys can relate to this. When you got the client and they come in and they spent a lot of, they invest in you for six months plus and they come in and they tell you what they want. I want you to train me six days a week, Adam. I don't want to do any of these exercises. I'm going to keep my Sunday fund, I don't want to cut out this. And I don't want to do any gimmicky. And they give you like all these things. And in your head as a trainer, if you're a veteran at all and you've done this enough times, you're going like, okay, yeah, I'm changing all that shit for sure. Eventually I'm going to get rid of that. Eventually I'm not going to allow them to train that much eventually. But I also know that I'm in a service business. This person just met me. This is what they're here for. This is what they're spending their money. So I got to kind of give them what they want and say, okay, and then after I've got their commitment, now I have to build trust with them with my knowledge and experience and value. And then eventually be able to unpack and unravel all these myths that they believe to be true. But I first have to grab their attention or first agree with them just to get them. And then I can start to influence them and explain to them, listen, the same program for you is the same program that I'm going to do for the girl who wants to do this. So it's not a different, but when you search on Google, when a girl across the world who's never heard of Mind Pump gets online and wants to find the perfect workout or the perfect exercise for her, she types it in that way. She types it in as best ab workout for women or best butt exercise for women. Like she searches that way. And if we refuse to find a way to kind of mold to market to them like that, we'll never get that person. I'll never be able to influence her and educate her on how it really works. And so over the last three years, we've had to think a lot about this and find ways that, how can we market outside of Mind Pump very specific to the person that's probably searching a topic all the way down to their sex to what they wanna do as far as their goals and appeal to them to get their attention to then get them to hopefully to listen to the show and allow us to educate them on how it really works. It's all about communication. When I was a young trainer, if a client came to me and said, I'm not taking this food out, I'm not doing that, I'm not doing this, I'm not gonna squat, I'm not gonna deadlift, I'm not gonna overhead press. Not doing those movements. Old trainer or excuse me, young sal where I first started would have been like, well, I'm sorry, we have to do those things. Here's why, squats are the best. Now you gotta cut that food out because it's how old or more wiser sal says this. Look, we don't have to do anything you don't wanna do. That's it. We don't gotta do anything you don't wanna do. Now I know my goal is to get you to the point where you wanna do those things. That's what a real trainer does because the young novice, not wise sal would lose 20 or 50% of the people. And now I can't help them at all. Now they're doing nothing. They're not doing anything at all. So here's the struggle. The struggle is marketing team says, if you market this program to just women and make it look like it's for just women, you'll sell more programs. That's not gonna work on me. That doesn't work on us because we're gonna look at them and be like, sorry, we're not gonna compromise our integrity just to sell more programs. And then we all sat down and it took us a while and we thought about, wait a minute, let's take a step back. There's a lot of people, now they're gonna go, these people that we're not marketing to the way that they like to be marketed to are gonna go buy some crappy workout program. That's right, they're gonna find somebody else's. That's not gonna work. It's not gonna be effective. They're gonna either hurt themselves or they're gonna slow their metabolism down or all the pitfalls and what's our overarching goal or overarching goal is to truly help people. So why don't we talk to them the way that they wanna be talked to, then when they come in, we train them the right way. So really that's what it boils down to is marketing to specific people is less about, in our case, it's not about fooling people. It's all about, come over here, we'll train you the right way, fine. You want something that says it's just for you? That's what it says, but it's also for these other people too. What do the numbers actually tell us of who's responding, you know? It's like, let's look at that. And like, look, there was a big gap that we had to face that of people who weren't reaching like you're alluding to. It's, and that's troubling to us because that's really our mission is to be able to start that conversation at least. And if I can't start that conversation, then what kind of breakthroughs are ever gonna happen? And it's so frustrating because we know the big leaders in our space and the gimmicks and all these different tactics that they use that are just so dishonest and are just like really just promising the world and not delivering any of the results. And we know that our greatest value is that like if you actually go through the content and you go through, you know, what we actually have put together, like this is what actually is gonna produce the results. But how do we do this? And so it's, we've had to get really creative and we still do have standards. I mean, there's things we don't use. Like we don't use the whole, you know, switch it out with, you know, the transformation picks and this and that and the other which are very, very powerful tools. So there's other ways to do it with reviews and there's other ways to do it with testimonials where people are like really honestly talking about what we're promoting. So I think that, again, we can use help with this, you know, from everybody that listens in terms of just spreading the word more than anything. It's a fine dance that, you know, we've had to do as far as, you know, keeping our integrity and what's important to us, but then also recognizing that what we're scaling is much bigger than just ourselves and recognizing that not everybody who buys a program from Mind Pump listens to Mind Pump. In fact, there's a large percentage of people now that don't even listen to the show that own programs of ours and don't know who the fuck Sal Justin and Adam are. And in like to Sal's point, if we don't find a way to market or get to those people, then somebody else will. Somebody else who will appeal to what they want to do and who most likely won't have the knowledge that we have and will give them some shit product that probably won't work for them and they'll stay in that cycle. So, okay, we'll speak to you the way you want to hear information right now to get your attention. And it does, it reminds me exactly what I had to do and that's what got me with our marketing team to finally kind of go like, okay, I understand this because I do remember this was a challenge for me in my early 20s. And when I finally overcame it was exactly what Sal said. I learned to agree, you know, that's like the first rule of overcoming these objections is to agree with them. Like, yeah, yeah, no, if you don't want to do that, we don't have to do any of those things. We'll only do what you want to do. Right, but deep down inside, I know that if I'm gonna really change this person's life, I've got to get them to do all those things, but the way to do it is not to argue with them the first interaction that you have with them, it's to slowly convince them. And that's what the podcast, the email dripping, the YouTube channel, the blogs that we write like crazy, that's the idea is like, we'll use whatever net we can to get them into the circle and then let's start to inundate them with all the really good information and slowly start to convince them to make them want to go, oh, okay. Look, you got, here's the deal. The light bulb has to come on in their own head. Yeah, here's the deal, okay? This is what we're fighting against, okay? Here on one side, the fitness industry monster that says take this pill and lose 30 pounds in 30 days or follow this workout and in two weeks, look like this, right? That's what they're saying. And on this side, we're saying, hey, you're gonna have to make some long-term fundamental changes with your habits, with diet. You're gonna have to work out for a long time and it's a slow process. You got to fix imbalances and work on stability and slowly build strength. And then over time, train your body. How in the hell are we gonna sell that over the other guy? How are we gonna beat them? People want the easy lie. They don't want the hard truth, right? So how do we beat them? We have to outsell them. That's the first step. We gotta do a better job at getting people's attention and selling the truth better than they can sell a lie. You know how hard that is? That is a hard thing. I'll give you, look, I'll give you an example of how, and this is what, by the way, we developed this over years of training clients. This is what you learn as a trainer. If you do this for decades, eventually you learn how to sell the truth better than the other guy can sell the lie. Is if you'll have to learn that, otherwise you'll always fail over and over and over again. At some point you realize, I gotta change the way I'm saying what I'm saying because I'm losing. I'm not winning this battle. I'll give you a good example, okay? Eating in a way to benefit you that makes you healthy, truly healthy. Developing a good relationship with food gives you better health, okay? That's great, sounds real nice. Am I gonna reach the person who's listening right now that just like, I just wanna look good. I wanna look good and I wanna get there fast. I really don't care about that other stuff right now. I'm, you know, big deal. No, I'll worry about that later. I just wanna look good. No, I'm not gonna get that person. So how do I get that person? I say this instead, which is also true. By the way, we're not lying. We're always selling the truth. We're just doing it a way that's gonna sell it a little bit more effectively. So here's my example. If you train and eat in a way that is truly making you healthy, the side effect of that is you're gonna look really good. If all you do is eat and train to make yourself look good, eventually your health suffers and so do your looks. So now the person who's listening and all they care about is how they look, now their ears perk up. Oh, wait a minute. So if I do the healthy thing, I'm gonna look better. Let me listen to this what this guy has to say. Now I got you. Now I can start to teach you how to do this properly and I've helped you. Otherwise, we're totally screwed and the fitness industry will remain to be a problem of health, not a solution for health. We'll keep fishing.