Like how long was that initial list that they produced for you guys to consider? Yeah.

We really did a pretty broad, I would say, exhaustive look at different names.

So I would say at one point we had, you know, over 100 names that we were looking at.

And the way that this process kind of works is that, you know, you get hundreds of names.

And then you start to get into the sort of tactical reality, I'd call it a branding, like what trademarks are available, what domains are available, what domains are available at what cost.

And so that eliminated a number of options kind of off the bat.

Then what I would say is, you know, you do what I would call like phase one of research where you put the names to a broad set of both customers and prospects and And you get reactions like, is this a bank you would consider doing business with? How does this make you feel? Do you think this is what the company does? Do you think this reflects that company strategy? And we narrowed it down to, I would say like, really six finalists that we knew we had trademark availability, we knew we had domain availability, and then we went into much deeper research with those six names.

So I guess I'm curious on this one, like, could you walk us through the logistics of this? You know, the important elements, how big is the team? How long did it take? That sort of thing.

What does that look like for you entering into your final year?

Yeah, there's – you know, any time you take an evaluation at the summertime, which is what we try to do – Where do we fall short? What do we need to do for the next year in order to make it the best experience for our coaches and our athletes that we possibly can? You always look back and you see deficiencies, right? So there's always deficiencies to work on.

There's more money to be raised.

There's facility enhancements to make.

There's coaching adjustments and coaching counseling and coaching mentoring as well as recruiting and all of those things that you have to do.

Well, we're the support mechanism that comes in underneath all that.

And so the sprint to the finish line there, to me, means we don't stop working.

Where do you see it going the next few years?

What topic would you like to talk about today, Mark? What comes to mind for our conversation?

It's about busy.

Uh, because I work with so many people who come to me who are busy and they say, "Mark, I'm really busy.

How come my revenue's what it should be when I see other people do?" Or they say, "Mark, I'm busy and I don't know why, but I'm getting all the wrong kinds of customers." Or they might say, "Mark, I'm so busy, I don't have time to plan for my retirement.

I don't have time to sell the business.

But I know that's what I want to do sometime in the future." So what I want to talk about is busyness and how sometimes that busyness gets in the way of creating what we want for ourselves and for our business.

I don't know about you, Nick, but I was always brought up to believe in hard work bringing its rewards.

Very good