Do you have competition in the UK? What kind of competition do you have?

Yeah.

I mean, we have, um, some, some really good operators here.

We have some not really, uh, some, some, you know, not really good operators, um, as, as with everywhere I think.

Um, I'm very friendly with the good operators 'cause I think that you can go much further together.

Um, and, and we keep an eye on everybody else and it's, it's really sort of saying, well, actually, w- you know, m- my big thing is making sure that the franchise market isn't damaged.

And so, you know, if, if somebody, um, if we don't have a Wallfinch territory, I, I'd ha- happily recommend a couple of, um, my, my competitor colleagues, uh, as I call them.

And do you have franchise associations and conventions and all that?

And so I'd love for you to orient us as to what drew you into the space and what's led to a career in franchising that has led to experiences like accosting Shannon after...

I mean, it's kind of a slightly fun story as well, I suppose, Tracy.

So like most good things in my life, it's as a result of my wife in one way or another.

And my then girlfriend, my now wife, is a dentist.

And I was running this restaurant and she was very nine to five.

I was very five to nine in restaurants.

And I thought, I'm working like a trader, but I'm absolutely not earning like a trader.

What did those early experiences, including being a franchisee, how did that bring you to this chapter? Like, what did you learn?

And so now, years later,

now it's starting to kind of hit because actually I think it does take that long.

We're Kim Kardashian, right? It's not mass market.

This is a really niche-specific sector.

I'm talking to that pool of 200 people, really.

And actually, that will take a long time to, A, build trust, but also, B, to kind of really understand what is it that they're after.

So, inevitably, that then becomes one of your channels.

How did you actually do it?