What are you glad you did? And what do you wish that maybe you would have known on hindsight?

I'm going to go in reverse order of how you asked it.

Hey, you're the boss.

So, one... there's a lot of luck in every game, right? And I think that what most people don't want to talk about is how much luck is there.

The challenge is what people think is lucky is usually not the actual luck, right? And I think that we've been lucky that I don't think we, I think we did every single thing in the year 2015, 2016.

We did every single thing that a company in 2026 would need to do to be successful.

So when I think about what we did, like I told everybody, because again, my past life, I was strength and conditioning coach.

How has that changed? How have you all started to change the way that you think about and budget for and prioritize that channel?

Yeah.

It's not like the ice cream shorts came out and all of a sudden, you know, money was raining from the skies.

The bigger thing was we kept selling out every drop and like, an hour right and then we we added a vip hour because we were like hey we want to make sure our best shoppers get it we made a vip hour and then we were selling out vip hour we had no inventory left for the public drop and we're like okay like how do we get more inventory what do we do how do we even get there so in uh in 2022 we brought in a um a fractional cfo uh in the summer i uh in my past life i was a strength ignition coach i actually trained his mom all right And he was the CFO at Shinesty.

And she had introduced us because she's like, hey, he's doing big things and he could probably give you help.

And a few years later, he was doing fractional and it was the right time for me.

So we were just talking.

I was like, hey, man, can we just run an audit? And he's like, you guys know you're making like 60 bucks on everybody's first purchase? And we're like, no.

whoa bill this is i this may be the biggest thing you've said on this whole show that's crazy