can you share with us? Any of this new plan?

Yeah, when Hook was introduced to the public in 2014, 2015, it was really an innovative brand.

Most fishing companies at that point in time kind of felt like your dad's brand or felt like your grandfather's brand, and there's nothing wrong with that.

But they came in as a very young perspective on fishing, so really catered to that 16 to 28-year-old fisherman.

You know, over time, if you don't manage that, you kind of lose it.

So we kind of started to skew a little bit older, maybe a little bit more classic.

The product offering is a much more collegiate kind of look.

Does this mean new advertising campaigns, more sales staff?