 It's one of those habits you can build that really is a primer to resetting your nervous system and your metabolism. And I think we're just beginning to understand all the benefits. You mentioned that you did it for athletics. A lot of people start there. I think the biggest conversations are going to be around the mental space. I don't really think there's anything like the cold that can help somebody completely reframe their perceptions around their hardships, around trauma, around the difficulty, even of the day ahead. You go in cold punch, all of a sudden all the anxiety you had around whatever pressures you have in life, your perception around it changes.