What are you working on right now? What's the big challenge that you're thinking about in the current iteration, whether it's the Breck Epic or it's other races that you're putting on? What are you wrestling with right now?

Well, you know, the Breck Epic kind of consumed our business.

It's like just sort of gradually gobbled up everything.

And while I still do PR, it's in a very low key way.

We used to be for product PR in the outdoor world, mostly cycling.

Now I do campaign PR strategy.

I do some messaging for candidates.

I'm just curious, like, what, what, what have you done? What do you find that works well in this contribution space in this lane?