So what is the ROI or the return on investment that the CEOs listening can expect from investing in Fortis?

Well, Dr. Kevin, you and other TRP coaches know and understand that ROI is not just margin improvement, right? It's optionality.

When you're implementing the right systems, you create leverage.

So I want to be able to talk about ROI in four different dimensions.

One, cultural ROI, right? A, players don't leave because they hate chiropractic, right? They leave because systems suffocate them.

And when your front desk, as you were just mentioning, when they're spending all day managing those microtransactions, navigating those money objections that really should never be on their plate, your A players start to shrink to their surroundings or they walk.

And TRP CEOs understand something that most leaders don't with the TRP coaching, and it's that you're A players who drive, you know, they're the ones who drive outcomes, not always your marketing, not always your tech stack or your scripts, right? It's your people.

So, you know, considering, you know, what is important next? And as you guys look ahead and assess the needs of our profession as chiropractors, how are you helping doctors be prepared to succeed in the future?