Brian Lee

in the RDS and it didn't matter if we didn't sell out if we created a magical experience for everybody so we didn't sell out the first event but we had a massive number for our first event and part of that was the reason of down to good PR good marketing getting the word out getting out into the local communities we did gym activations to spread the word of the brand a lot of people didn't join as affiliates straight away

because they would have been hesitant.

What's this?

But as soon as others joined, they said, okay, we know what this is about.

We'll join.

And word spread that way.

Ireland is a small community.

It is easy to go.

It's a great test bed for brands and companies starting.

But as we did it, we said, CardoX only have one event a year.

they're not serving the Irish customer they're coming in and doing nearly a week-long event they don't care about the Irish customer if they cared they'd have multiple events so people don't have to go and expense the cost to travel to all these events so we said right let's do four events a year three to four year events we're doing four one each season spread out across the year and at least then the Irish customer has proven that they they now have an event a goal in the dory to stay on track

if you're going on holiday that's a goal you're going to a wedding that's a goal you have a purpose to stay on track within your fitness space journey you don't have to be a top athlete you have something to go out and socialize with your friends go for a couple of classes go for a walk go for a jog this is a goal in the diary to give them a purpose so if we spread them out evenly they're constantly going to stay on track they're not just going to do one marathon a year

I'll fall off the wagon I'll pick it up three months out from the event I think this is creating change healthier habits as well healthier habits that kind of yo-yoing thing I'm on and off I'm on and off I'll go up a big blowout now I finish track I'm going up a big blowout and one week becomes three becomes four and then but what I find very hard to keep a yearly thing is when I was training for High Rocks training at that top intensity level that I have to constantly beat that time I constantly have to get to that podium

That mentality is not for everyone and it's not sustainable for a lifetime.

Like the mentality I want to build is this is enjoyable, fun, sociable.

Like if that is maintainable, it's healthy habits.

Good business.

Good business.

What's good about it is the purpose, what it stands for.

Of course, it has to make money to scale and to grow internationally.