And so how are you thinking about that role of the website?

Yeah, so good points, Will, because the points that Will made set the foundation, if you will, of our conversations.

But because we are an e-commerce engine, the truth of the matter is, is that you can look at your technology from two different lenses.

You can look at it from optimization, so search terminology, conversion, the customer funnel, but then you can also look at it from kind of that AI grab, so AI anywhere.

So instead of SEO, it's AIEO.

And then so the way that I challenge my team to look at our technology is how is the functionality playing a role on cell phone use? Not on a laptop, not on a desktop, but cell phone use.

Because our younger generational cohorts are only using their phones.

But then also, how are we setting up processes to capture local content so that we are kind of standing out in the crowd? Kim, I'll start with you on the fitness side of things.