Back in the day, I was actually a personal trainer. When I left my career as a large-murmed

lawyer, my next move was actually to become a $12-hour personal trainer. So I could learn

a new industry. I was fascinated by the fitness industry, the wellness industry, had been

pretty much a lifelong entrepreneur before then. And I wanted to understand what is the

dynamic that is happening, not just from the level of management, but from the most basic

point of service. So I became a personal trainer and worked one-on-one with a lot of clients.

And then eventually split off and started my own practice before I ended up then a little

bit down the road from there opening my first facility. And I will always remember this

one experience. I was building a practice where I actually visited people in their homes.

And marketing is a kind of like a really fun human behavioral puzzle for me. So a lot

of people despise marketing. To me, it's just kind of this fun puzzle. How do we move the

pieces around in a way to inspire people to take an action, behave in a way that is in some

way beneficial for them. And it's not an easy thing to do, especially in the health and

fitness world. And there's one big, big lesson that I learned really early on. So I had

actually, I was sent out a direct mailing and found a list of people in a great neighborhood

and targeted demographics that seemingly would be great for me. And I got somebody to call

and they said, they want to set up a first appointment to try it out. So I got my gear

together. I got my bag and I'm like wearing all my stuff and I'm excited to go and meet

a potential new client and see if I can help them. And I'm in a big building on the

upper side of Manhattan. And I take the elevator up to the floor and the elevator gets out.

It's a really long hallway down to the end. And so I realized that the apartment that I'm

going to is at the very end. And I start walking and I sound walking even really literally

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