Is there just anything specific like to soccer that makes it a little different from some of those others, right?

It was three things.

It was obviously the communal aspect.

It was then the cultural aspect.

But it also has the most documented history of organizing for the fan bases that I've seen.

So to give more context on this project, I was working in corporate for a number of years.

And I have mostly experience in digital media and in the sport business side.

Got a similar kind of project I've heard about.

How do you square that with the clear importance of health and wellness just as a broader trend for consumers today?

Yeah, well, I mean, they want it all, frankly.

I mean, if you could have something that's convenient and cheap and healthy and tastes good, yeah, that's ideal.

But the question is kind of where the trade-offs are going to take place, right? And I think we're seeing wellness is often going to be very linked to convenient wellness formats, right? I think it's really doing really well.

I think like ready-to-drink protein, for example, right? A category that's very dynamic, wellness-coded, but also convenient wellness-coded, right? It's like that is the driving thing.

I feel like actually globally, health benefits are number two.

And we asked that survey globally.

Do you think there is a path for that category to stage a comeback?