So you were trying to explain a bit about freestyle skiing to the people who were starting the brand almost?

Yeah, so I was in a boardroom.

It was the guy that had the license for Red Bull.

They don't have licensees anymore, but back then he was one of very few.

And it was this boardroom and I walked in and I- I, I used to get nervous public speaking.

I, I don't anymore.

I got that, that, you know, that overwhelming sense of like...

Yeah.

But was it really just the, I guess, the internal ethos and the culture of Red Bull that just really was, you know, if you see an opportunity, seize it and really go after it?

Yeah, that's right.

It's an ideas company.

So it's about what creative ideas could you come up with? And that was always a strength of mine, like really imagining doing things different and then actually then doing it and then having the ability to go execute it.

So it was that two dimensions.

And then you have the growth of Red Bull, so they had the money to do it.

So a lot of places you have great ideas, but they don't have the capital to go execute it.

Was that sort of the genesis for what we're talking about here, the The Surfing Super League?

I think

there's – just to – if you – because I think there's other things because people are like, hey, most of your audience are stuck on bad surf.

Like, hey, what happens? So let's say team surfing, good surf, no problem.

You know, team surfing, okay surf, no problem.

Team surfing, bad surf, what happens? And we've really analysed – surfing, like how people watch surfing.

And there's a dominant factor before you even talk about are the waves good or bad that determines whether people will watch surfing.

And that's time and day.

That's good coin.

So I just want to kind of provide a bit of backstory for our listeners of who you are, where you've come from and why these things are actually going to happen.

Shira, I suppose, so at Red Bull, one of the key experiences is we worked a lot on concepts and innovation.

And what they are is literally drawing things on a napkin and ideas about let's do this.

So let's jump from the edge of space.

Like people thought, there's no way they've had to do that to jump from the stratosphere.

Or like I worked a lot with Robbie Madison, who I know as well.

Like Matt is like, I'm going to jump 350 feet.

You know, that's so sick.

Mm

... um, sport, typically run over a 10 days window and much like Test cricket, and the Big Bash League made it a really short and, and entertaining.

So we, there was a lot of parallels there with surfing, so we're like, "We gotta make it shorter.

We gotta make it for TV." The second thing is the business model of the Big Bash or Indian Premier League or The Hundred, which is these franchises.

So we're like, "Okay, the...

How do we franchise it?" And then at the club level, which has been going for decades, they surf a teams format, which is basically like a relay.

You, you're one of a team of four or five, and you, you race in and out of the, the ocean.

Is, am I right?