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Modern Wellness.com. All right. We've been talking about it for a past few, about the past week now,

about State 1878. I said that I gave you my elevator pitch for it. I'm going to get the real

pitch now. Zach Selman, Director of Athletics at Mississippi State University, Charlie Winfield,

managing director of State 1878. Really pleased you guys have been able to join me.

And Zach, we'll start with you. Just tell me how the idea of State 1878 kind of came together

and why you thought it was a good idea for Mississippi State. Well, thanks, Brian, for having us on.

You know, as we've continually evaluated what's going on in the college sports landscape,

and it's, you've heard the phrases and so many people, it's dynamic,

it's a turbulent time, a lot of changes coming at it.

So we've constantly looked at ways that we can reposition our department to make

sure that we're meeting the needs of today's era of college sports and trying to forecast

where we're going to go in the future. So it became evident for us that we needed a vehicle

...