 Next question is from Melissa Noft. If women account for 50% of gym memberships and the population in general and strength training is so important, why don't gyms try to make efforts to entice women to lift? That's funny because what... Hasn't that been the initiative? Well, first of all, what is enticing women to lift the weights look like? Does it look like painting the machines purple like they've tried in the past? I mean, is that what you're looking for? You know what? They've tried. And they're right. This is true now. Women make up 50% of the population but actually are a majority of the consumer population. Women are the consumers of the population. They do a lot of the purchases. They have most of the buying power. It's totally true. And gyms have attracted women, but they've attracted women with group exercise classes, yoga classes, and cardio. They've tried attracting women with resistance training, but it hasn't worked... Now, it's working more nowadays because the information coming out is more accurate, but there's a lot of myth that we've had to overcome. Strength training builds big, bulky muscles that it makes you look manly that if you want a long lean-toned physique, you need to do lots of cardio in classes and stay away from the weights. It takes a long time to erase that. There's a lot of stigma still around that. And two, the environment itself. They've tried really hard to tone down a lot of the aggressive vibe when you go into the weight room itself because the weight room itself was always a bit intimidating even for your average person, even guys just coming in, let alone women coming in to try and do their thing. I think there's a lot of work still needs to be done with that, but I think there has been a lot of thought and focus around at least putting the information out so women realize how much more effective they could make their workouts towards their goal. Well, there's a couple things I want to address. I don't understand what the... get some representation here. What would you guys' answer to that? What would you do to represent? I think what she's saying is, why don't gyms, knowing that there's half their members are women or more, why aren't they making the weight rooms more attractive to women? That's my point. So what does that look like? Painting it fucking purple? What are you saying? Is it that the machines are... because there was some machines that you couldn't... for people that were smaller in general, some of the machines weren't set up to favor that, but I don't see... That's what I'm trying to challenge you both in. What you're not addressing is, how would a gym do that to give women a better representation? I don't understand that. Without being condescending. That's my point. By the way, I'm being sarcastic when I say paint it purple. I know that's sexist. I would never say that, that that thing is a good idea. But that's what I think, that's how they pandered to women in the past, is by changing the color of the machine, the same goddamn machine a guy's lifting in the other room that's green. So what would they do to give you a better representation? That's my first thing. And then the second thing I'll address in this is, you know, it takes me to my conversation this last weekend where I was with our marketing team and he's constantly reminding me that you are the minority, Adam. You are not the majority. You having the understanding of how people should exercise and why strength training is so important to women, you are a sliver of what the majority think. 99% of women still think that lifting heavy weights and squatting and deadlifting is not ideal for them. So you got to understand that still. The person who's asking this question, you're not that group. You are obviously aware of it. And I think that what we're doing with this show and have been trying to do for the last six years is to shift that conversation. And that's what inspired us because we saw the opportunity because there's not a lot of people that were speaking to women about strength training and the importance of it. Look, I manage gyms for a long time. Big box gyms. Like these are the kind of gyms that are the mainstream gyms, right? So these weren't bodybuilder gyms. They were just mainstream fitness facilities. And it was pretty rare that a new member, a female, new member would come in and ask to see the weight room because that's what she was most interested in. Cardio or the group X. Right. So the gyms really are just reflecting the market demand. But it's changing, okay? Because when I first started 20-something years ago, you saw one woman in the weight room or none. Now it looks like 20% of them are... So it's increased quite a bit and it's continued to increase as that becomes a bigger portion or as that's something that they demand and want, then you start to see gyms start to change a little bit or maybe not change at all. I was gonna say, I don't see a gym changing the structure of it or the, I don't know, maybe the conversation around it, maybe the... And maybe that's what you're asking me right now. Maybe like when you, like right now when we watch TV and you get like maybe a 24-hour fitness or why aren't there more women squatting 225 in the commercial or something? Maybe that's what you're looking for and I look forward to the day that you see more of that. Yeah, more of a cultural portrayal of a lot of women lifting weights as opposed to always doing cardio. I mean, I don't really know that it's gonna come from outside sources coming into the gym. I don't think the gym is really gonna be able to structure that. Well, I think here's another thing we've given CrossFit lots of credit. Here's another place where, you know, I think they've done a good job here. I think that you see a lot of women with great bodies that do CrossFit and they lift heavy-ass weight. And so they've done a good job of representing women lifting heavy weight. Yeah, you know, this is kind of behind the book that I've been putting together and writing is really talking about some of the damage that's been caused to people's health because resistance training is not... It's still got this kind of aura around it where, oh, it's for guys who want to build a lot of muscle or bodybuilders. I mean, let's take the conversation even further, right? Yes, women feel this way, but just me, even mainstream, average person. The average person, when they think about exercise, if they go to the doctor and the doctor says, hey, you need to go work out, they don't think to themselves that they should go lift weights. That's not the first thing that pops in their mind. They think, I'm gonna go swim or run. Go run. Even though the evidence, the evidence is actually quite clear now that if you had to pick one form of exercise, resistance training is superior. It's just superior, especially when you consider the context of modern life. And even if you consider everybody's goals, if you're older, oh, I want to strengthen my bones and move better. What's the best form of exercise for that? Resistance training. Oh, I just want to lose weight. I want to lose weight and I need a faster metabolism. Resistance training is the best form of exercise. I want to get stronger and build muscle. Obviously, resistance training. So I think, I hope that soon we're gonna start to make that shift and that becomes the de facto form of exercise. It's the one that, the default form of exercise that people turn to. But I mean, I get why it happened. The original people that showed people what resistance training was all about were body builders. So of course, It's taking a while. Yeah, it's gonna take a while. I was like Arnold, you know. We just need more examples. We just need better examples. That's a good thing to say.