John Goldman

And so I think people of agency, like high agency folks, guys and women that listen to your podcast and business owners, entrepreneurs and whatnot, they...

know they want something better for themselves.

So there's like a search.

There's like a yearning feeling in people trying to find something better.

And I think it first manifested really in like the biohacker space that started maybe like 10 or 15 years ago.

And it's evolved a lot since then.

And you still have those weird biohackers, but now there's people like us, I think, who are really trying to find the right answer for...

I would say the shortest, straightest line to your optimization and like the healthiest, sanest way to do it in a long term perspective.

And so the advent of telehealth through COVID really blew open this market and it made it so that you could find the best doctors in the country no matter where you were in the country.

And it connected people of high agency and physicians and medical teams looking proactively together in a way that was impossible in the past.

Same with social media, online marketing, all this stuff.

It really shortened the distance between the two points.

And so we were able to come together and now it's like snowballed.

And what I have seen over the last few years is that, you know,

We could come to the market and say, look, we can get you access to these tests, new tests, DEXA scans, VO2 max testing, coronary calcium scoring.

We can get you access to these tests.

And that was enough to get people in the door then, because if you couldn't go to your primary care doctor and say, give me body composition analysis with the DEXA machine, half of them don't even know that the DEXA machine can actually do body composition analysis.

They think it's just for bone density, which it's not.

I mean, it does that as well.

And none of it is authorized by insurance.