Eddie Hartman

Because again, if they made it to the eighth kilometer, you know pretty much they're going to make it to the ninth.

Find those people.

Even if you have to pay a little bit more.

By the way, marketing today is so competitive.

Your competitors aren't doing this.

So they're going to overpay to recruit, you know, that guy who's been on the couch the whole year and really should not be trying to attempt a 10K.

And you will be smarter than that.

You will say, no, no, no.

I want to recruit only people who look like this person.

Right.

And that's going to give you a huge advantage.

You're going to discover that you can acquire for a lower rate.

If you think of it as a fraction of how much you'll make over the lifetime of your relationship with that subscriber or customer, whatever it might be.

That's right.

That's right.

Create a lookalike model.

Go after them.

Go after that avatar.

So again, churn is important.

Always with somebody who said yes to you at one point, your first step is to figure out how did they go from yes to no.