As organizations get bigger and more complicated, how do you maintain sort of your brand ethos at scale?

Yeah, it's an amazing thing that what Mitchell and what I like to call his OGs, the original guys and gals that worked for Mitchell and worked with Mitchell over the early 80s and into the 90s, he was able to find an amazing group of people that understood him.

why it was important to build different, think differently about development and about construction.

And so, yes, Mitchell brought that power and that energy and that passion.

But then it really just translated down to everyone else that worked in the company.

And they got it.

They understood it.

Can you take us a little bit through that decision and kind of what you're up against and how it's paying off?

Where does this id- idea come to start doing 5Ks in the most obscure locations? And was that sort of what helped you pop off, or was it something else?

Yeah.

I think, uh, that definitely is what, you know, popped, popped.

I think what also popped off was I was doing running content where I was kinda like doing jokes and stuff and adding my comedy to running after I realized that, like, I wasn't so good at this day in the life, and I didn't wanna, you know...

I was just imitating Jack's Day in the Life essentially, right? Showing run club.

I'm like, "I need to find my own lane." So I started doing funny day in the lives and then funny, you know, talking about running and running jokes.

Um, and then it kind of evolved, and I did this random 5K around my coffee table, which I'm actually at right now, and it's broken now, but, um, 'cause we-- I've had some...

under your couch or-