So what inspired the, the product and gave you the conviction to sort of stay the course when the validation wasn't always there?

Good question.

Um, yeah, and I guess a lot of people might not realize that Fizz is actually ten years old.

[laughs] Um, so we're the market-leading brand now, and, um, we're getting more visibility.

We're by no, no means yet, like, a household name across the board, but, um, it's, it's been a, a, a long time and journey and with lots of twists and turns to get to where we are today.

Um, the original insight actually came from working with professional athletes, and we noticed that they weren't really using traditional sports drinks when it came to hydration strategies, and it was more medical gastro-style products.

Um, and what fascinated me was the benefits that they talked about getting from those products.

What was the hardest part of stepping into the role of, um, chief executive?