 It's unfortunate. I'm not sure there are many other industries other than the world of fitness, and you can probably come up with some examples, but that marketing is so powerful. In other words, it can be away from the science. It can be away from what actually works over in a sustainable way. But it's so powerful that people pick up on it, and that's what they do. And the fitness world, almost like no other, has these trends. And it just cycles through, cycles through. And if you've been around long enough, you quickly see there's nothing new under the sun. It's like, this is just another version of what came out in 1989. It's comical yet sad. So I get frustrated sometimes in that a marketer or a really good marketer would be ahead of us if you want to call it that, because they're a good marketer. And so that's one of the struggles that we have is, I don't think anyone on our team is naturally a good marketer. So things like this do help, though, to just get the message out and hopefully spread a good word of, hey, check out what is going on, because I think it's a different enough approach where, again, I know some of the listeners probably already somewhat adopt a high-intensity training lifestyle and a paleo lifestyle, because Anthony's been kind of sending that message out for a while now. But I think that, unfortunately, we're still, especially in the health and fitness world, just smashed by all these awful trends, awful gadgets. And people still believe that crap, which just baffles me sometimes. Well, I think what's interesting, or probably one of the coolest things is what I've seen with you guys, because like I said, the first time I saw it was in 2009 or 2012. And just seeing the company grow, seeing the skillset grow. Man, you've always had great trainers around you, but man, it's just, it's more and it's more obvious. So it's weird to measure yourself by the outside world in any industry that can get exploited much like health and fitness and to have a progression is really that natural flow. And man, that's the other thing, too, is like when we, you know, hey, maybe we should talk about the entrepreneurship because what has kept you, when did that bug get set off in you? Because you said at first, weight room, you dug that, you had some passion. Yeah, no, no, yeah. And again, don't get me wrong, I'm a pretty laid back guy and it's hard to really see me, you know, fluctuate emotions very much. My kids might tell you different, but but but yeah, I mean, I think, you know, I'll try to kind of trace, trace some steps back. I grew up with with strength training literally all around me. My dad and I had a, you know, kind of worked together and we got a lot of help. But we had a garage or I shouldn't say garage, it was actually a physical wood structure, like a barn that we converted into a gym when I was growing up. So that was my playground quite literally. And that was the first, I don't know if you want to call it Zen like moment, but like I'm slightly introverted, you know, I'm kind of right in the middle between introvert extrovert, but what energizes you as an introvert is being alone. And that time in the gym and my formative years of growing up in the backyard gym is really would just kind of did it for me. I'm like, wow, this is, there's something special here. And maybe it wasn't until maybe athletic endeavors that I kind of realized, like, oh, that shit was really helpful. But it really didn't even matter, like it didn't matter about a blue ribbon or whatever. It was just that time really was special. And so, you know, then, then there was a lot of me that just was like, well, yeah, athletes do this all the time, but like, can the normal guy do this? Can the normal person do this? So there was that fuel of like, how do you bring this to just kind of a regular guy? And so, you know, I went to university of Texas, I've been here in Austin ever since. It's a hard place to leave. You probably can vouch for that. And add many years of debauchery and, you know, a lot of fun here. But when I cleaned up my act, I did, you know, finally graduate and got hired on by the university and athletics department. And looking back, a lot of it was it was actually business skill development in 97. They took a big turn towards let's make this a business. They trademarked their logo at UT. They did a lot of things that are very business oriented, which looking back was was great experience for me just kind of being around some of that. And what was frustrating was seeing what was going on in the weight room. I just I was I was a little frustrated. I don't have to, you know, go into great detail. But I just knew that, you know, working for athletes or with athletes is fun in some ways, but it wasn't fulfilling. And I think the fulfillment didn't come because one, I have that kind of entrepreneurial bug, if you will, and a university is a bureaucratic environment, which I can't stand. And then two, the people that you're serving, if you will, I don't know, maybe they're just not appreciative enough of kind of what their genetic hand is in life. And, you know, maybe an athlete's a bit of an entitled egoist sometimes. Sure. And that's okay. But but but it's like the people that don't have a great genetic hand or might have some kind of debilitation or something along those lines, those people are really fun to work with. And we work with, I mean, I think it's 75 to 80% of the people that come into efficient exercise have something, as we call some level of brokenness, rotator cuff, knee, back, hip, whatever it is, they have something going on. So in Austin, that is one of the ways we're kind of known as, hey, we can work around kind of whatever your issue is. So I think going into the entrepreneurial side is I knew I couldn't stand, you know, being in a bureaucracy, if you will, and being in that type of everything takes forever to make change. So I started looking back, I'm kind of laughing at myself, I was back basically using the UT facilities and in a legal way, I'll say that now. I was training people in the facilities that weren't a part of the UT system. So anyway, put it out there. Come get me. But but I was doing that and and realize this is more what I wanted to do. I wanted to help, you know, help people that were outside of the athletics sphere, if you will. And so, you know, started up my first place in Northwest Austin and I still live right around it. But, you know, anyway, it was very small, very humble beginnings, if you will. And like you said, none of our places are that giant. It's not, you know, think big box gym. And it's kind of antithesis of that we're way, way different than that. We're much smaller. We're, you know, trying to make it more personal approach. And that was one of the fires for for starting the way that we did is I felt like there's so many people that probably hate the gym. Well, why not come see a business like us. So, yeah. Well, you know, that was the man, gosh, Anthony will kill me. But the guy that started Nautilus, his whole, his whole approach. Yeah. Yeah. Yeah. Yeah. Arthur Jens. Yeah. His whole approach was to change the way that you could experience fitness, which is now, you know, the norm before it was like, you know, weights, hot area, you know, like kind of an impressive environment. And he was like, no, man, we could have machines that are safe, that anybody can do in an air conditioned environment so that everybody could have health. But you guys are taking it a step further. And I think that's interesting because in your business model, you're kind of like a boutique of yeah, I guess you will. I mean, Arthur Jens was definitely an influence in my world as well. And just a real quick backtracking. My father, who was an internist, went to school with Ellington Darden. They were high school classmates. And so That guy's a personality. Yeah. Yeah. Yeah. So he was one of Arthur's right hand men, you know, Jim Flanagan. There are several of them. So I kind of knew about all that stuff, but I was in a smaller town in Texas and there was not an Nautilus gym. One finally did come and my eyes were wide open. I was like, wow, so this is what I've been hearing about. This is kind of the experience, if you will. So that definitely played into my formative years. I went from backyard gym to that. I think they, you know, again, business owners and gym owners oftentimes are denses when it comes to business, but I think it failed at some point. And so then we had to, you know, I had to scrap around for where I was going to work out after that. But but no, I mean, you hit the nail on the head with some guy that saw something and did something right in many ways. You know, he was directionally accurate. Again, I'll say that. I mean, now we know some of the research and some of the things that he was speculating might not have been entirely correct, but that's okay. For his time, he was definitely an innovator. And really, since that time, I haven't seen a whole hell of a lot come out that's very innovative in our world. Yeah. Yeah. And so you guys, I mean, one of your business models for efficient exercise was to make, I mean, it has this feel that it is very clinical, extremely personal and very high tech. Yeah. Yeah. Yeah. And I think the clinical, I mean, we want to be clinical, but not come off so stark, if you will. Right. Yeah. Like Ken Hutchins really drove home, you know, kind of this clinical approach to exercise. And I was super so certified back when. And again, I always try to see the good in a lot of systems, a lot of people, whatever. And there was some good in that. I mean, he was a systematic guy, maybe to a fault in some ways, but he still drove home. A lot of these kind of exercises, medicine type of principles that we still try to implement, but yet we don't have to do it in a white lab code under fluorescence. You know, I mean, it's nothing on the walls and no personality. I mean, no, I mean, people are people, people like other people. And that's one of the ways that we've thrived as well is I feel like our people are good, you know, they're good people or they could be good hearted people. So I think that's aside from the fact that they know what they're doing, you know, you got to be a relatable person. And if you can't talk to people, you're probably not going to have much success as an efficient exercise trainer. So yeah, man, this is a, you know, when I went to the last 21 convention that was in 2014, a lot of the guys there, this was a huge thing. We're focusing on business, how to set it up, how to structure it. And you have found progressive people. I mean, like, man, people that are doing amazing things. I mean, Paleo FX is on the map of, I mean, it's just such a huge event. Yeah, yeah, which quick plug. I mean, definitely check it out, paleofex.com and look at the event in April and Austin. It's so worth it. It's a, again, it's one of those things until you experience it, you don't really know kind of how great it is. So yeah, sorry for interjecting. No, no problem. How is it that you found such great people? Because man, I mean, that is just, that makes your job so much easier. Oh, yeah. An entrepreneur that's, yeah, I mean, yeah, I mean, I can, I can kind of go back to key people in the business sphere.