It was really about product experience for the customer.

It's something I really, really, really believe in, but there's a lot of caveats.

Well, it's not so much that it's caveats.

It's just that you have to be reasonable with it.

You have to be sensible.

The idea for the pump bottle was not to be chaotic.

I had this idea that we needed it to be a very easy product to use.

His answer goes after one of the industry's favorite metrics.

[chuckles]

Like, this sucks so bad.

Um, I didn't really have a good first season, but that's when, by the end of that, that year, it was, uh, like June 2010 or something, and there was Commonwealth Games trials for Team Scotland.

So I, I competed in the trials, but, like, I, I didn't even r- I wasn't really aware of what Commonwealth Games were at this point, 'cause I, I just had a French upbringing for the most part, so, like, Commonwealth Games was not really a thing for me.

This is when I really discovered how important it was for people.

And I went to the trials and, um, my coach, Kerry, she was the one-- I, I think after my-- when I had finished my racing, she was like, "You know, if you are serious, like, you can be on this team in four years, and in four years it's gonna be here in Glasgow." And, like, that's when, like, something switched in my head, and it was so helpful because I think having somebody external, a third party, uh, you know, an experienced and wise third party tell you something that is probably achievable that you hadn't really considered before, and it gives you that good level of like, oh, that feels like that's uncomfortable, but maybe I have a shot.

So that gave me that sort of faraway, like, carrot that then I then switched in my head and was like, okay, well now when my alarm goes off in the morning...

[laughs]

How have you thought about that over time?

There's a lot of elements here at Play.

One is seasonality for us.

We don't necessarily have a super seasonal product, thankfully, because we're not leaning into like... heat and exercise all that much.

We're leaning into much more lifestyle and health benefits.

So that's less seasonal.

But naturally, summer, in particular early summer and the start of the year, are great for acquisitions.

But is there a different answer or an additional answer with the same question?