Brian Lee

And when you're there around the Finnish area and strangers are walking up and thanking you for a great event.

Thank you for creating Troika.

Like that made...

a magical moment for me to say, okay, this is not just another business like before.

This is something special.

And we need to wrap our arms around and protect it and grow.

But we need to grow with the right culture and protect the communities and everything it stands for.

Yeah, like we say internally and it's something we're going to actually start speaking.

People basically come as they are, but they leave as more.

And the whole brand is built around the word Troy.

And

It's about the effort that's shown up.

It's not all about the winner and the focus.

And if we build this just to be another race, it'll have a lifeline and it'll be a fad and it'll go.

If we build this to have a purpose,

be inspirational and look after communities and all the people that are involved.

We're all the affiliates, all the gyms, the companies, they all have their own communities and then we are one joint community of Troika that brings everybody together to experience that in one place and that's what Troika is.

For example, one of the questions started at the very start, would we create a trike training center, a trike gym?

We're just competing with our customer, competing with our gyms by doing that.

We don't want to do what other businesses have done and taken food from their table.