Episode #525: Eric Malzone on Fitness, AI, and Podcasting for Business Growth

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1:00 Go get them. This is Pete Moore on Halo Talks NYC. I am bringing back to the podcast a friend of the Square, Eric Malzone, podcast king and a mentor to me in what he's doing with Future Fitness, podcast collective, and making sure people hear what they need to know and then execute Eric, welcome back to your second Halo Talks. Yeah. Pete, it's, it's an absolute pleasure, man. I love chatting with you. I I thoroughly enjoy our conversations, and I've been to look in this all week. Maybe it's it's Friday, and, what a treat. This is, like, one of my favorite things to do on Friday. Awesome. So, you you and I are not, short on words. So let's, let let's elaborate on things that, you know, you've brought on to the podcast that you think are game changers and what maybe some of the, you know, anecdotal comments have come back to you and said, hey, man. I heard this on the podcast. Chase the way I think, or I just implemented that. So start with that, and we'll go from there. Yeah. Yeah. Sure. So, you know, give people background. I've been doing this podcast thing for, quite some time now. It's been 7, going on 8 years, between all of my, I guess, outlets or channels. I've done about over 800 interviews now. I I don't even know. It's like a just stop counting at some point. Right? But, it's been a really, really interesting journey, of course. You know, having, I I started the Future Fitness because I just sold my gyms. I didn't know what I was gonna do next. And the whole

2:31 goal and I'm getting to to the point here is my whole goal was, like, selfishly, I wanted to skate to where the puck was going. You're wearing a New York, Rangers hat on. I know you get that hockey analogy, Pete. And, and that was for me. I'm like, well, if I'm doing this, I might as well do it for other people and start recording it and and just took it from there. So that that that's the very short story of it. But I think, as far as the impactful things that come, and I guess there's a couple different ways you can you can gauge impact on the podcast. Right? Obviously, there's audience numbers, LinkedIn impressions, social media impressions, stuff like that. That's a good indicator. That's the hard metrics of of reach. But there's also, as you probably would agree, there's the impact that you hear from people. Right? Like, direct feedback about a specific episode or a specific topic. And, you know, the stuff that tends to get the the bigger, audience reach is gonna be things that, I guess, since you you and I both do really b to b medias, the big names. Right? Like, when I had, you know, Tom Dowd from f 45 to talk about the the new direction of that that, that franchise that he just come on. You know, there's, gosh, things like that where it's like a pivotal moment. You're almost breaking a story. You're getting insights that people haven't seen. They're dying to hear. I'm really excited. I have the new, CEO of CrossFit coming on soon, and that's something I've been trying to get for a long time. So I think, you know, there's there's those pivotal transitions of big brands and names, and people wanna understand what's their strategy, where are they going.

4:00 Some people are cheering from them forums. Some people aren't. Right? Not everyone's cheering for f 45. Not everyone's cheering for exponential. Right? But some people are. So I think that's part of it. The other stuff, I think, is the stuff that we deliver on. And when you came on my podcast recently, Pete, we talked about directly, like, the stuff that's really freaking changing industry and how do people stay ahead, the GLP one, the longevity, the women's health and fitness. Right? I think that's the type of stuff that's that's really interesting to people. I recently had Eric Dirac on. I think you've had him on as well, and talked about his GLP one manual. They've created a 130 plus pages on how to work with GLP 1, 30 years of of industry experience. So that type of stuff, I think, makes a really hard impact for those who actually absorb it and utilize it. So I think that's kind of the the big ones. And then there's just my favorites. There's people I just love talking to, which I'm sure you have too. I love talking to Kelly Starrett. Right? I love talking to to Brandon Cohen from Metabolic. These are just, friends of mine that I enjoy jamming with, and that's just for fun. I don't really give a shit if people like it or not. I have a good time. So I think that's, you know, kind of overarching. I'm happy to dig into whatever whatever cabin you wanna go into there. You know, as we look at some of our statistics on our podcast, sometimes I feel like this is an awesome podcast. Take 20 to 30 minutes. Listen to it. It's gonna change the way you think about your company, your employees, you know, what you're doing inside and outside the club. What inning are we in if we wanna take a baseball analogy to the health club and the

5:31 halo sector embracing podcasts as a channel? Yeah. Goof. Wow. And I I agree, man. Like, the one you came on my podcast recently did, I've I've listened to that a few times and did there's so much actionable value in there. And it's like, why isn't this, you know, 5,000 downloads, 10,000 downloads. Right? It's it's infuriating sometimes because you're you're working so hard. You know it's good. Man, I would say we're probably in the 3rd or 4th inning right now. I think it's very early. Do you think there might be a way to take the podcast and basically turn them into, like, continuing education credits or something that would, like, latch on to the fact that Dave and I, you know, we'll do a halo academy. And, sometimes we'll have to add people, you know, like, in the last 24 hours. I'm like, who doesn't wanna learn something that is going to be deliver them like a a whole new set of knowledge, and it's not gonna take that much time. You're not gonna get graded on it, you know, at the end, you know, to basically pass, fail. You show up, you pass.

6:34 Why are we behind on education? And could the podcast be a way of saying, like, this is the education. Just listen. Yeah. Well, I I I don't think this is gonna be a shock to anybody who listens to your show, but I think the education model within our industry needs an overhaul. It has for for quite some time. You know, I've done some short series with podcasts. In fact, I'm even writing a course, for NASM right now on how to launch a podcast and how to run a podcast. So that's, way more work than I thought it'd be. Holy holy shit. It's a lot of work. But, you know, I I think it's a great way to do it. I think there's here's the thing. It's like, when we look at the audience numbers for podcasts within our industry, small percentage of people listen to podcasts, but that's growing. Right? Of people who listen to podcasts, like, if 1 if if you listen to podcasts, you're probably gonna listen to 7. Right? So you're gonna listen to multiple ones. So the best way to grow podcast audiences today is really getting on your other people's podcasts like we're doing right now. We get on each other's podcast that people are like, oh, I listen to Halo. I'm gonna like Future Fight in this too or vice versa. Right? So I think that's, you know, as as we kind of build but we're also in a very niche industry. Like, our industry is not super big compared to, like, aerospace or, like, you know, some of these these global industries that are are humongous. So I think we have to give ourselves a little bit of grace into the audience numbers that will grow. But, yes, I think, I think people seek out education and knowledge through podcasting because, a, it's like spoon feeding the information to them.

8:03 It's easy. They can do it while they're hiking or walking or washing the dishes or whatever they wanna do. It's it's a secondary thing that they can do, and and everyone's looking to save time, right, or multitask nowadays. So I think it's it's a great way to do education. One of the things I'm pitching with NESM is like, hey. I actually wanna do this whole course. It's probably gonna kick myself in the ass for for saying this, but I wanna do it all in audio format. You know? They can have that, but I also want them to digest it audio audibly because then it gives them the essence of what a podcast could be. So, you know, I I've done some short series, Pete, and I would love to collaborate with you on something like this. Like, very specific, very surgical. Like, hey. This is a 5 part series on specifically, like, onboarding for gyms and health clubs. Right? I did that. EGym sponsored that, and I did that.

8:49 It was good. Didn't blow the wire you know, blow you out of the water with numbers, but, I think that type of stuff when you can get really granular, I think is super valuable for people if you hit the right target. Yeah. Well, something that we'll come back to you on is we're setting up these 90 minute drills, and it's basically gonna be, here's how you do a nondisclosure agreement. Here's how you do a letter of intent. Here's diligence and and make it Nice. You know, skill set based on how a deal gets done and processed and be able to, like, take people through that. And, basically, it's gonna be a a a Monday night, you know, and every once a month or something, we'll do another topic and just go deep, and then we're done. I wanna pay why not people pay more for the replay than to be there live, is what I think we're gonna do.

9:39 One question I had for you on the podcast collective side, how did explain to people how that works and and what are you doing on behalf of the other podcast hosts that have them, you know, wanna align with you? Yeah. Yeah. Thanks for asking that. So, obviously, I've been doing this podcast thing for a little while. I've noticed a couple things. Right? Is that overall, I just think the whole experience could be better. And the reason we started the podcast collective is, we wanna do b to b media PR, through the lens of business development. Right? So our clients that we work with, like, that we know our job. Right? Our job is business development, but we just happen to use podcasts and media to do it. Now that's nothing shocking.

10:23 It's nothing shockingly new in the marketplace. What I think is what we're doing differently is that I've seen so many times, podcasters, content creators don't get paid a lot for the most part, especially in b two b media. It's hard to make a dollar and and monetize your your content. But who does make the money? And this is gonna sound ironic. The PR agencies. Right? The ones who are placing. Right? Because what happens, Pete, if you get paid if I pay you to do 5, you know, $500 to do this episode, people are like, well, I don't trust Pete. Right? He's just being paid to play and, like, blah blah blah, whatever. I look at it as like, well, good for Pete if he is, because then he's actually monetizing his content because it's a lot of damn work. So what we're trying to do as we develop first thing we had to do is is build our our main client base of of doing the PR, doing the media placements, doing the strategic introductions, and helping them grow their business, which is going really well. Secondarily, now my next project is, which you guys got an email this week about is, and now I wanna start building value and building a community of podcasters so that we can start leveraging that collective strength. Right? So that may be, like, through monetization opportunities. Like, there's a a new sponsor that's interested in you guys. I talked to David about it this week. Right? I wanna pass that on to the podcast community asking nothing in return and start building that. And, also, we can leverage things like, you know, maybe discounts on Riverside, you know, even if it's a 25% discount. Right?

11:46 Hey. That helps. Right? And people don't know Riverside's the the platform that we're recording on right now. So things like that, creating more value for the community versus just using them as a resource to make money on the PR side. I wanna start passing value through. So in essence, I think that's one of the bigger things, one of bigger differences we have, and we're also very surgical. We we primarily just do podcast and media just in fitness, health, and wellness, and that's our specialty, and that's what we're we're really gonna focus on. This is Pete Moore. I wanna let you in on a little secret. There's this company called Promotion Vault, and what they do is they give out rewards from retailers that allow you to incentivize your members without having to do zero down and 1 month free or giving away shakes or giving away T shirts. What you wanna do is build a rewards program that lasts, that people value, and that doesn't discount your own products and services.

12:42 So here's the deal. There's something called rewards vault. The rewards vault is going to allow a member to set up their own profile. They are going to answer questions. You are gonna get those answers. You're gonna be able to target those members, and you're gonna reward them inside your club, inside your spa, and outside of the club and outside of the spa to get them to become loyal, to get them to pay their monthly dues, and to be rewarded properly for the actions. A lot of companies are cutting back on rewards. You shouldn't be. Promotion Vault's your answer. Trust me. This is real. Are there areas that you don't wanna go towards? As an example, somebody said, hey. Can you come on and talk about, you know, what happened with Planet Fitness and, you know, in the, in in the locker room? And that caused some boycotts. That caused some, you know, questions about, like, what's the right business thing to do. I I wanna stay away from that, because I don't think I'm an expert in that, and I don't wanna become one.

13:46 Secondly, if there's a company for sale, I'm a banker. There there's, like, unwritten rules that you don't talk about somebody's process. That's a confidential process even if it's been leaked to the market. That's off limits. So are there certain things that you're like, hey. Maybe that's an interesting, you know, conversation or debate, but, you know, I don't know if I wanna go there. You know, how do you think about that, or does that not concern you? It it does. I mean, it's always in the back of my head. I mean, it's just like, you you know, I I kinda look at this way. If, like, if I'm not gonna talk about it at a at a dinner table, I'm probably not gonna wanna talk about it on my podcast. And I think there's certain things that just don't need to be touched. Hey. I mean, I'll do it. Right?

14:29 Like, I'll go there. I'll give my honest opinion, but my honest opinion is generally, I wanna stay away from it anyway. So, yeah, there are certain topics, like, I I will touch, but I won't want to necessarily go there. Yeah, it's just not it's not good. It's not productive. Right? Some of these things are just not productive conversations. So, the to answer your your question kind of opaquely on that one, that's like yes and no. As far as, like, you know, any kind of other, things like you, I don't I'm not regulated like you you are in m and a and banking, man. I mean, I, you know, I have one of the things I love about the podcast media and I absolutely love is that I can really talk about whatever the hell I wanna talk about. And, it's my show. No one's gonna come crashing down on me because I said something explicit or I said touch on something. I mean, there's gonna be repercussions for things I say anyway. You know, if I say something stupid or something that may offend one of my clients or potential clients, then I gotta live with that. But, there's nothing, like, from a regulatory standpoint or anything that I have to really concern myself with. But I totally understand where you're coming from. You have to be fairly fairly careful on where where you put your feet. Yeah. And, also, it's just gonna piss people off that are potential buyers or sellers Sure. In the market if I, if I go to town on some of those things. What have you found out about the attention span, and and what's the sweet spot? You and I spoke for about an hour, which I think was great.

15:54 Mhmm. We typically are going 20 to to 30 minutes, so maybe this is something that other future podcasters are gonna have to think about. You know, obviously, those guys that do marathons, I don't think that's akin to, you know, our audience. But how do you feel about the length of time? And is that something you've got any statistics on or have a gut feel? Or people come up to me and say, hey. I did a 20 minute run, and I just listened to a podcast. Thanks for keeping it short. Yeah. Yeah. Yeah. It's really interesting question. I I, it's fine. Just 2 weeks ago, I was doing research on this for that that course I'm writing, and I have so much data flowing in my head right now. I can't pull it back for this moment. But I could say this is that the formatting is highly, highly, like, specified for the type of content, who the audience is, and what you're trying to get across. I think, you know, for stuff like if you're doing you know, there's a lot of people who are maybe b to b or doing, like, a 10 to 15 minute things on a specific topic, like, you know, I don't know. What was the ones we said today? Like onboarding or, legal forms, right, or insurance, choosing an a type of insurance for your gym, whatever it may be. Like, those little things that you're spoon feeding a specific topic can be really interesting. I think, personally, the long form interview, is probably one of the more popular things you can do. And by long, I mean, you know, 45 minutes and over, because I think people allows a a topic to unfold naturally. I mean, you

17:27 know, sometimes, like, in the first 5, 10 minutes, maybe people aren't you and I have, you know, rapport already, but maybe you have to they're a little nervous or you don't have that rapport yet, and then you can ascend on to the conversation. That's where the really good stuff starts. And I think that's truly what sets the podcast form out from all the rest is you can you can do it for duration period of time. You really get to to know people. You really get to unpack specific topics and go deep and granular. So I think there's a lot of different things. Obviously, there's different generations. Right? Younger people tend to like, you know, more quicker hits. I mean, so they say, although the research doesn't really back that up from what I've seen. So to answer your question, it really just the only answer I can give is it depends on what you're trying to do. I mean, I do 45 to 50 minutes simply because the people that I I interview tend to do their calendars in an hour block. Right? So if I ask them for an hour and 20, hour and a half, they're gonna be like, woah. But an hour seems to be very accessible to people. So there's a real functional reason that I do it. You know, the executives of all these companies aren't gonna give me 90 minutes or 2 hours unless I have very compelling reason to do it. Gotcha. So when you came up with the name, the future of fitness, obviously, you're talking about the present, and you're looking around the corner at the same time. So as you kinda curate your guests, are you kinda using that as, like, look. I don't wanna actually tell you what's going on now. I want you to tell you tell you what's gonna happen in 6 to 12 months and give you, like, a window into maybe being a first mover for once.

18:58 Yeah. Yeah. I mean, that's exactly it. Like I said, the the hockey analogy really is, like, how I do everything. I just wanna help the industry skate to where the puck is going. So the worst thing we can do is skate to where the puck is right now or even worse where it was a minute ago. Right? And that happens as you know. People tend to stay in a rut within our industry. So emerging technologies, new thought leaders, like all the stuff that you and I talked about on a recent podcast, the longevity, the GLP ones, like, this is stuff that people really, it's coming out so fast, Like, the updates on all the different applications for now for GLP 1P, I'm sure you're it's much more than fat loss. Right? It's so much more things that you that that it seems to be effective with. Like, okay, we need to keep our industry updated. And then how do we do it? You know, talking to the Eric Dirac's about his manual, you know, all the different technologies and the all that stuff is really important for the industry, and that's just tends to be where I get really excited anyway. So, yeah, that's the whole premise of it is I just wanna help people understand what's coming around the corner and be prepared as they can for it. I mean, I'd love to see this playbook that's been put together. You and I are both sports fanatics. So, a a playbook basically says, look.

20:07 Implement this. Yes. Run this offense. I don't know what are the playbooks there are for you know, obviously, people put an operations manual together, and then they put it in a drawer. And, typically, nobody refers back to it. You know, there's there's playbooks and sales scripts, but I think sometimes I go into a club and, you know, the sales script has been, you know, recreated, you know, and and personalized. It's not really what I wanted you to say. Right. So so I wonder how we can maybe get more compliance with actually running a playbook, and then taking the time out and saying, what what was good about this? What was it? I was interviewing somebody the other day. They were talking about Planet Fitness. They said they had 8 stops on the floor on the tour, and it was deliberate. Each stop had a comment to it and pointing, and that was it. It was only 8 stops on that on that tour. I feel like a lot of clubs still have not kind of gone into the to the attention to detail. It's exactly what I want you to do, and it's it's almost like you're an actor or an actress. Like, just play the part and here's the lines.

21:14 I feel like a lot of free willing still goes on for no reason. So maybe we should bring back more authentic playbooks. They should be like, you can pull them off the shelf, and then have a podcast to listen to while you're going through it. That might help. Yeah. Yeah. I would agree. I think, that would be a great compliment for a podcast. You know, one of the things that and this is, to your point, but also slightly off, it is, like, even, like, what what I'm creating right now for the the the NASM course on on launching and maintaining your podcast, my fear is this. By the time that comes out, that artificial intelligence, the next level chat GPT 5 point o will come out. All this stuff will be antiquated. Right? Like, the speed at which things are changing, and I I hate to say this publicly, but I'm like, gosh. Like, I don't even know, like, core what's course creation gonna be in 6 to 9 months? Like, what what can do it better than I like, it can do it better than I can because it can do it in my voice and can access all the information all over the world even faster. So it's like, you know, we create these these playbooks, and I don't know if people are paying attention to this or not, Pete, but it's like this is happening right now. It's really fast. It's really scary and exciting at the same time. But, like, you could you could go right now, Pete. You could say, chat GPT. You could say, hey. You're Pete Moore.

22:29 You're telling chat GPT that you are that it's gonna be Pete Moore. Right? And then all of the information about you, your background, your education, what you do, like, all these things. And now right in my voice, and then you could say, I want a playbook for onboarding new clients, right, for one specific health club. And you know what? It's gonna come out with something that's pretty freaking good, and then you can, you know, change it over time. So it's like all of these playbooks and manuals and all that stuff. I'm I'm just concerned that, it it it it's all gonna change really fast, and we're not even gonna need them anymore. Right? Like, we're not gonna be the ones writing them anyway. So I don't know if that sounds too futurist but or too alarmist, but, that's my my honest gut feeling is that's what's happening right now.

23:14 This is Pete Moore. Here's the last tip for you of the podcast. We are partnered up with a company called Higher Dose, higher dose dot com. They are the leader in workout recovery products, infrared technology, LED light masks, neck enhancers, and other products such as PMF mats and sauna blankets. If you have not gotten on the workout recovery train yet, your time and your stop is now. You gotta get these products in there before these workout recovery and spas end up saturating your market, having your members walk out of the club and going into one of their locations for $200 per month where they paid 39 to you. Let's become an expert in workout recovery if we are already an authority in workouts. Higher dose, check it out. There's a wholesale code, and we look forward to helping you all bet your products and services to meet the demands of your members. And, hey, let's get people happy, healthy, and sweating, and the recovery should be just as good as the workout.

24:24 Well, it's gonna be interesting. You know, we sell businesses based on multiples of cash flow. And as you think about, you know, you've got a a, you know, $60,000 employee, you know, doing some kind of marketing collateral or, you know, copywriting and and doing your newsletter maybe, that's 60,000 times 5 or 6 or 7 times. I mean, that's $350,000 of enterprise value multiplied by how many people could potentially be uprooted from the by the technology that's out there. And I think if somebody proofs it, then you're good to go. I mean, I still think people are thinking, okay. I'm just gonna put it in here and just gonna pop it up on the web. I do not recommend, you know, that, but it it's it's getting pretty close to, you know, being able to effectuate exactly what you wanna say in in the tone you wanna say it. So the question for you is, like, is that what what's the job description for somebody that's basically, like, taking everything from AI and humanizing it or just you know, who who does that right now? What's the new job title for that?

25:30 Yeah. Is there one? I mean, the only thing I could think of was, like, AI prompter, you know, something like that, like an AI technician. I I don't even know what what the title is, but prompting is really big. In fact, like, we're, my partner at the Podcast Collective, Shannon, and I are coming up with a very specific course, which we're gonna do free per, or or workshop specifically for podcaster. It's gonna be free. It's gonna be 20, 30 minutes, and it's gonna be just specifically prompting Chat GPT. That's it. That's it. Like, because most people don't know how to do it. Tell us when to, I'll be good. Yeah. You guys will be there for sure. Get it out there. And that's that's it. Like, I'm certainly, like, that could be just a job, like, just AI applications. Like, that's your role. And, you know, your job is to stay every day, every week on what the new update is, what's going on, how do we leverage it. I mean, that sounds like a, you know, for, somewhat ADD, and a a tech, you know, fascination. Like, that sounds like a wonderful job. Right? Like, literally every day, you're just scouring and, like, working with your AI and, like, trying to figure out, like, what are the applications for business and, what other whatever else you're you're into, for how you can do it because it's evolving so quickly. So I I don't I don't know, man. It's Is there anyone in this industry that you say is ahead of the game on implementing AI or chat GBT or Well you said you said? I think AI at an enterprise level, is Amri

27:01 Jaffee, at VLabs and what they're doing. They are showing some they're I can't say any of their numbers here, but it's bananas. The growth and what they're doing for companies and huge companies in health care and pharma, not just fitness, but that's that's really big. So I think on the enterprise side, I would say them. On the on, like, the smaller business applications using, you know, the tools existing like chat gpt, I can I don't know anybody, man? I don't because I've been looking. So I don't know. Maybe maybe that'll be me in 3 months. I don't know. But that that's what we're that's what we're focused on. You should come to the, Fintech summit that, Al Nashabani Oh, in Vegas. Puts on. Yes. That's, but we should we should survey people there and and say, how much of this AI is actually you using it or you're just talking about it.

27:53 Because I think there's a lot of talk right now. And, maybe there's an intimidation, so let's get that, that course out there for 30 minutes. Yeah. Get smart on it. So give us a little insight into what are the next couple episodes that are coming out. What are you most excited about on the future of fitness? Yeah. I think, like I mentioned, you know, just a a minute ago is, I'm gonna be interviewing. So it's gonna be a couple it's gonna be sometime before August 10th. I'm gonna be releasing, interview with Don Fall, the new CEO of CrossFit, which I come from a CrossFit background. And, that was my first 9 years in this industry was owning CrossFit gyms and coaching and competing at a very horrible level. But, like, that that was my world. So I'm really excited to get him on and talk about that to new direction and talk about the future of CrossFit. So that's one. And then also, I do a quarterly, deep dive with Alex Alaministaniano, and Juliet Stellarett. So we're gonna be recording that next week, and we go into this kind of stuff that you love. Like, Alex will go over all the quarterly reports for public companies. We'll see what that means.

29:03 Pick 1 or 2 relevant topics that are, you know, very topical for the industry. So those are always super fun, but, you know, other than that, I think, you know, all of them get me excited in in some way. Otherwise, I wouldn't do them. So so yeah. And then the work with Aflac Tech Unscripted and Eddie on his platform, we have really massive interviews that are gonna be released there. A lot of, big CEOs, a lot of executives. So I would urge people to check that, though, that series out too. We had, Jim Rollie from Crunch on recently. So a lot of really, really cool people and smart people. Well, there's more investment that's coming into our industry than ever before. For the last 3 years before about 6 months ago, I was doing mostly outbound, you know, investor calls, and now they're calling us saying, like, hey. You have something in the, in the boutique studio space. I'm like, really? You're back? Thanks for coming back to the industry. How about MedSpa? You got any MedSpa so I could, invest in? And the multiples are, you know, double digit multiples to get in on some of these concepts. So there's definitely, Ozepic what is it? Wegovy? I keep seeing those ads, Wegovy.

30:17 Those are only gonna support the industry. Well, you know, we thought maybe that that pill that would come out would would would crush it, I think. The health club operator and the bricks and mortar player in a community actually has a big advantage, and they just need to make sure that they get this messaging to their members and be the authority on as many things that you could say you are, which is another reason to listen to podcasts. So, hey, man. I love what you're doing. Happy to collaborate anytime. If you haven't listened to Future of Fitness, highly recommend that. Podcast Collective, I'm gonna start to dig into some more episodes there and, you know, just keep doing great things because you affect 1 or 2 people on a podcast, even though the numbers might not be where we want them to be. You know, I hear little tidbits that make me excited. So Yeah.

31:05 Well, Pete, it's, it's a pleasure, man. And once again, I love what you and David are doing and it's, Yeah, it's quite an honor to be on your show. So awesome.