So, yeah, you want to give us just kind of the quick and dirty origin story of Backcountry and Competitive?

Yeah, absolutely.

So definitely two different origin stories.

So we can start with Backcountry, founded here in Heber, Utah, by a gentleman, Jim Holland.

And They were pioneering selling backcountry gear online.

I know their first sale was an Avalanche Beacon, and that slowly turned into the business that they have today, which I would say is one of the largest e-commerce outdoor players that goes well beyond just backcountry skiing.

Competitive Cyclists started in Little Rock, Arkansas.

You and I think anybody in D2C is having to almost... lift their service to the level of amazon because that's what people expect now i think this is um it's not something that we can just ignore and i think that's something that people anybody listening that's on the brand side like do you want to speak a little bit about how um how you look at this um this amazon effect when it comes to shipping and returns now