[laughs]

... uh, I, so, so for me, coming from cycling, um, there's a very ritualistic element to coffee.

And if I think about when I moved from New York back to London, a lot of the ways I made friends was, was with the coffee culture, having a, a drink before a ride, a coffee after the ride.

Um, and I noticed that golf is very ritualistic in the same way, um, but didn't have any sense of coffee culture.

Um, and what I find fascinating since launching the brand is, is that there are two clear groups of people.

There are people that have played golf for years and years, are happy with a clubhouse coffee, something that comes out the machine that's been sat there a while, but I think there's a new type of golfer, um, that has come from, they may have a, a machine at home that they prefer a really nice flat white.

They will spend a little bit more when they get a, a coffee at work, and want that same experience.

Now I think that caffeine can be great, but do you think there's a, a danger if it's too strong it could trigger someone to be a little twitchy?