Dave Mortensen

But we really want to be the largest personal care platform.

So imagine not just fitness but anything in the personal care space.

We want human high-touch businesses is what we really want.

And we want to utilize technology to ignite the relationships to the consumer because we know those –

interfaces really, really are challenging.

Right now, everyone's looking to figure out how do I take technology and replace human touch?

We don't want to replace the human touch.

We actually want to ignite it.

And we want to be a part of businesses that have high level human touch in relational and make it easier for them to be even better at it and have them focus on the things they actually like to do and utilize technologies to be able to enhance it.

Yeah, I want AI to teach us more about how we can be better at who we are with humans and how we can make it easier for our people to know who they should be talking to.

Right.

So a lot of times we in the fitness industry are really good.

I use the McDonald's theory all the time.

You remember the McDonald's ball pit?

Yeah.

Where you put your kids in, everyone loves it.

Well, that's what the fitness industry has been for, you know, centuries where you jump into the ball pit and you had all these people think of every one of those balls as members of your club.

And we were really good at grabbing the ones on the top and giving them love and showing them care.

And we had these great stories about them and we loved it.

Right.