It just looks so strange now compared with modern freeride skis, but it is a ski that's over 20 years old, isn't it? I wondered if you could just tell us a little bit about how the company came about.

Yeah, sure.

So ZAG is the nickname of the founder at the beginning, Stéphane "ZAG" Radiguet.

So Stéphane, uh, is a snowboarder at the beginning, and he was a shaper at Nidecker, uh, Snowboard.

Basically, ZAG came from an idea where Stéphane wanted to, like, get the same feeling that he has, uh, with his snowboard, but with skis.

And that's where ZAG idea, I would say, started in his, his mind.

Basically, he wanted to, yeah, get the same feeling on skis, uh, as he gets with his snowboard.

How do you balance growth with, like, the core values of the brand?