Yeah.

It's, it's, it's an opportunity to, Well, it just slows the mind down.

And when we get present, we're always like, that's a very special state to get into.

It's, you know, it's interesting because it's a very similar, like the brain is, It's a very similar pathway towards a meditative state.

It's just not what you would expect to put yourself into freezing water and almost induce this stressful moment.

But once you get in there and you start to calm, that's the brain imaging is almost very similar to someone that is in a meditative state.

So it's a way to tap into that and tap into presence.

For

... it's just, it's just crazy hard to-

I didn't, I didn't understand that this is kind of where I was coming from at the time of like such a lack of experience of the e-commerce inventory heavy.

I didn't really know the difference between a P&L and cash flow, into what that is.

It's like I could have a P&L looking great, but our bank account's zero.

Um, you know, and managing through that and like, you know, at other times, "Oh, great, we got a bunch of money in the bank, but we have no inventory," and that's our most valuable asset and we are running this long lead time, and that's having an impact on the business.

So, you know, that was like a quick learn into the differences between those.

And then, you know, looking at how are we forecasting this business? How are we, you know, the impact of being off either way of, of, you know, sales, too light on sales or too heavy.

We need help"? 'Cause it sounds like a lot of the growth was quite organic because cold plunging a- a- and, and doing ice baths has be- has become a, a popularized thing.