It seems to be doing a lot for your brand.

It's an interesting question because when you think about that environment, I mean, It was really this idea around I wanted to start something.

And when the concept was put together and presented to Granville Island, you know, it's it's owned by CMHC.

So technically the federal government, it's a very busy market.

I mean, it's one of the busiest tourist destinations in Canada.

You know, they said, okay, well, we have these little areas for day vendors.

You know, are you making this at home in your kitchen? And I said, no, this is like, this could be a national brand.

There's something more going on with pickles, isn't there?

Mm-hmm.

So w- uh, the backdrop on Patchology is it was a s- uh, MIT technology that was spun out that was, uh, able to push ingredients through the skin in higher quantities than topical application or traditional patches.

And, um, the original application was m- medical.

Like, we did a estrogen patch and a pain patch, and we did all these, like, medical patches.

Um, or I shouldn't say we 'cause it predated me getting involved in the business.

But then they had this insight that there were all these great ingredients in skincare, and wouldn't it be great to do skincare patches and be able to push your traditional vitamin A, vitamin C, et cetera, ingredients through, your peptides, your, you know, hyaluronic, all the, you know, the entire skin pyramid? Like, could you, could you create a brand around pushing these ingredients across? And we did.

We tested, you know, topical application of hyaluronic versus our patch, and we got orders of magnitude more penetration deeper into the stratum corneum than, than hy- than, than, um, uh, topical.

Mm-hmm.

I'd like started training a bit over the summer before this London and then I ended up thinking you

know you keep getting injured or kept getting injured, why does it go wrong? And I love, like, digging into data and doing all that sort of thing.

And I ended up realising that I was doing more of the same but just by a different name.

So I'd run faster or I'd try tree running or I'd try some other sort of running or I'd...

I'd do more track or I'd do anything.

But at the end of the day, it was all the same thing.

It was just battering my legs, doing the same thing.

tell people the craziness behind that and the inspiration?