And so tell me more about what's the change and why and, you know.

Yeah, well, Massage Heights celebrated our 20th birthday this year.

It's our 20th anniversary, April 4th of this year.

And we have been, you know, we've had wonderful results and served millions and millions of people over the last 20 years.

But the industry is changing.

The needs of our customers is changing.

Our core demographic is also aging, and they have kids that are very influential in their lives, and the wellness trends have changed as well.

So how have you navigated that journey? Because it is hard for women in particular in terms of...

What's a, what's a feel good story of folks that you've transformed literally overnight?

Oh, I love that you said the word ascend.

This happens to be our ascension year at Heights.

So that's awesome.

So, you know, personal stories I have seen.

So when I started the business, I worked in retail basically.

Right.

absolutely