Dan Lawrence

We're going to be putting out fires at times.

I'm sure as any high-level CEO like yourself, pulled left, right, and center at times.

But that's why we build systems and frameworks to enable us to overcome these moments.

Yeah, great question, Charles.

So we work with high-level CEOs.

So these are people who know their P&L.

They know where they're going from a business point of view.

Something we say is like in business, what gets measured gets managed.

We follow an objective-led, data-led approach.

So that instantly gets them like, oh, I'm interested now.

Because people, when it comes to health...

Just going to the gym or having a personal trainer a couple of times a week, is that really enough?

If we're looking at the word optimized, does that ensure that you're truly optimized?

Well, we don't know what's going on under the bonnet at that point.

You're quite literally, look, there's absolutely some benefits in going a couple of times a week to see a PT without doubt.

But is it the strategy that's going to make you optimize?

And we know in absolute certainty it's not.

So getting some data on the front end is really important.

So again, similar to like we would in business.

So some of the things that we do, we do a comprehensive blood panel.