So do you want to, with that in mind then, do you want to proceed into sharing some of that data that you just hinted at there? And we'll go into that.

Yeah.

Yeah.

And when I share the data, we'll try to have a theme around each kind of data point.

So we're not just sharing numbers that don't make a lot of sense.

But everything we're going to discuss, or at least this first part, I want to discuss the HFA Global Report.

So HFA is Health and Fitness Association.

Any more? Where's that? All six categories.

Share some of that marketing wisdom, if you wouldn't mind.

Yeah, my big influences from a marketing standpoint, first it was Youngmi Moon, and she was at Harvard, business professor focused on marketing.

2012, she wrote a book called Different, and in that book, she says, hey, the whole foundation of your marketing needs to be you communicating how you are different from your competitors.

not how you are better than your competitors.

The consumer can't measure best.

They can't measure better.

They only understand difference.

Would you share what they look like in 2026? Yeah, I

And what's the magic behind someone like myself who visibly notices the customer service and how it shows up in your rating?

Yeah, I mean, I think the starting point for all of this is we're a service business.

And to have a good net promoter score, to have customers fall in love with your product or service when you're a service business, I think takes more effort.

It takes more intentionality.

Now, if we were selling the same widget, if we were making using the same recipe, the same quick service food over and over and over, the role of the human being, I think, is minimized.

If I go to a quick service restaurant and place an order for a salad or a wrap, and the service that I get is mediocre, I might overlook that mediocre service because the wrap or the salad really delivers.

Well, when you're in a service business, we are only selling interaction with a service provider.

How do you keep the seasoned people?