Episode #527: Revolutionizing Pilates-Peter Webb Discusses Nuforma's Breakthrough

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I am super excited to announce that we now have a formal

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partnership with the prospect wizard. And when I say

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wizard, I mean wizard. Obviously, you have a website.

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This allows you to convert

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Immediately goes to you, your sales team, or anyone else in the club

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instantly. MIT shows a study that if you contact the lead within

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10 minutes, chance of them converting goes up 9 times

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that of the average. We got the Atlanta Clubs on it, Vida

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Fitness, Gold's Gym, Mountainside, City Fitness

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Philly, College Park. Become one of the

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next halo companies to deploy the wizard. It's easy to

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30 day trial. Talk to my boy, Dave Gallon. He will get you all set

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up, and let the leads flow based on the wizard.

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Go get them. This is

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Pete Moore on Halo Talks NYC. I have the pleasure of bringing from

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across the pond in London, Peter Webb. We're

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gonna talk about new form of Pilates. We're gonna talk about the growth of this

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category, and we are going to discuss how

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Pilates is going to continue to change the world and hopefully fight

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obesity, loneliness and diabetes. So, Peter, with that, welcome to the

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show. Thanks very much, Pete. Great to be with you. Awesome.

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So you wanna just give us a little background on, on how you got into

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the space here and then we'll talk about the growth and the the impending,

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potential, raise to to continue to grow the studio base.

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Yeah. Certainly. I mean, I've I've joined the company 4 months ago as a CEO.

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Myself, I'm not from a Pilates background, but I've heard obviously so

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much about it in the industry. And I've been in the industry for 25 years

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and just I've always been involved in mainstream fitness, I would

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say, into the cardio and strength, etcetera. And although I knew

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the benefits of Pilates, I'd never experienced MAP based

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Pilates or Reformer Pilates. And

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I had left the industry for 5 years from equipment sales.

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I've been in the industry for 20 odd years selling old commercial grade

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equipment. And then

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an email came in from a recruitment firm saying, are you interested in looking at

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this piece of equipment? And I clicked on it, call

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it fate, whatever it was, and discovered a little bit the

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name Nuforma. And I looked at it, and

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I thought this is something new. I knew Pilates was on the up and

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up, continues to grow. It's the fastest growth sector in

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I'm sure in the US as it is over in Europe here.

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And this just caught my eye as being something different

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because it was trying to make and it is making

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Pilates accessible to a wider audience.

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I think Pilates has been a little bit guilty in the past of

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being to to a certain sector, predominantly,

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certainly less males attracted in the in the Pilates environment.

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And and this just caught my eye, and I thought, why is

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this claiming to be different, and what is the difference that it brings?

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So so having said that, you know, a lot of the Pilates groups around

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the US, they've either customized their own

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reformer. They might have been on a degree and kinda

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might have reengineered that. They might be on a license.

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So tell me what the difference is between the Nuforma

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unit. Are you using it for only Nuforma

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Pilates Studios? And when you say it's be it's

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becoming more accessible, it's a 3 part question. So I'm gonna make sure I

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remember what I'm asking. So the the third part is what makes it more

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accessible? Is it place? Okay. So,

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if I take you back to the origins, the or the origins of Nuforma came

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about from Sam Kellard, our founder, had one of the biggest,

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reformer studios in the UK. And just like

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a lot of people who are on your on your podcast, invention came

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out of necessity because of the global pandemic closing a studio.

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And she openly admits I cried for 2 days, and then I

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thought, no. What this is an opportunity. What am I gonna do?

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And she looked at all the barriers that were

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preventing her from having more people come to the

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studio, different demographics. And that was really

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accessibility of instructors. During COVID,

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you couldn't share accessories like jump boards that you add

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into a normal reformer. So all these

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barriers, she she dealt with them 1 by 1 and completely

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reengineered and redesigned the the reformer to

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create the new former. Okay. So on the new former

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now, that was then placed into people's homes as a a

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retail site sale, or is that all just a commercial

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inside the studios? No. So it's it's started with her own studio,

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and she grew from 1 studio to 5 studios over

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a 2 year period. And those studios acted as a test

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bed because there were some on inner city London,

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outer London. So we had the chance to

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look at how different demographics were using or were

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attracted to Pilates. And

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that allowed the product to be tweaked and changed.

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The biggest probably the biggest differentiator is that the

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the Nuforma contains a monitor that

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has all prerecorded classes within that.

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And the individual is coming to

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basically be on their own individual reformer and do their own

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workout for how they feel that day, what

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they're wanting to achieve. And in our studios,

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we have one instructor who's always

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available, but their role is really just to give technique and

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correction rather than teaching an actual class.

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Got it. So there's no start time for a class in the form of

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studios? No. So so a member will come along. They

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book their new former on half hour time slots.

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So a problem we have in the UK, and I'm sure this is very similar

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in the US, is that Pilates classes are at capacity. You just

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can't physically get booked into a class. Yeah. That's what we're seeing here.

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Majors interested is just some some classes. Some studios

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have a 100 classes a week. I mean, literally, those keep putting them on the

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menu. Yeah. And and we're talking to major

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multisite operators, and they say, Pilates is just going through the

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roof. We're doing 10 hours of back to back classes, but we can't meet

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the capacity. And having people booking

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on half hour time slots means that it's more flexible for

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the user and the member of the club,

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and, also, that they're doing the type of workout that is unique to

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them and what they need to get from the from the new former rather

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than what the class instructor is is is teaching.

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This is Pete Moore. I wanna let you in on a little secret. There's this

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company called Promotion Vault, and what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and 1 month

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free or giving away shakes or giving away T shirts.

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What you wanna do is build a rewards program that lasts,

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that people value, and that doesn't discount your own products and

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services. So here's the deal. There's something called rewards vault. The

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rewards vault is going to allow a member to set up their own

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profile. They are going to answer questions. You are gonna get those

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answers. You're gonna be able to target those members, and you're gonna reward

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them inside your club, inside your spa, and outside of

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the club, and outside of the spa to get them to become loyal,

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to get them to pay their monthly dues, and to be

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rewarded properly for the actions. A lot of companies are cutting back on

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rewards. You shouldn't be. Promotion Vault's your answer. Trust me.

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This is real.

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You know, when you take a look at I mean, my personal behavior

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is I excel at classes when I am physically

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present around other people. And that's that one that gets me to make

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sure I go and I don't say I'll just, you know, I'll go when I

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feel like, you know, you know, I've already booked the class. I made a commitment.

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But also if I'm doing a soul cycle class, you know, my 45

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to 60 minutes on a on a bike in a class has definitely

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better metrics, you know, and achievements than

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when I do it at home. So are you still seeing, 1, is

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30 minutes kinda like the the right times time,

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you know, bite? And are people going in there and kinda psychologically

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feel like, hey. I'm in a class. I might not be, like, you know, in

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cadence with everyone else, but that's not what I'm here for.

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Yeah. What's the dynamics of that? Yeah. So the sessions are actually

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50 minutes long. So you can book in half hour time slots, but the sessions

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are actually an hour long. So it's a 50 hour session, a 50

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minute session, with 10 minute kind of setup time,

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etcetera. But, yeah, you're right. You're you're in a an

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environment that everyone's training, but you are,

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we have a a sound shower, which basically, sends

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the tuition down just to your bed. So you're completely immersed in what

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you're doing and focused on your training, but you're with others as

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well. Am I on headphones or am I on,

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earphones plugged into the device or on Bluetooth? Or am I,

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like, so so so grounded in my area that you're able

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to kinda, like, noise, you know, to minimize

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or minimize, I guess. Yeah. So we have something called a a a

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sound shower speaker. So you have each new former has an individual

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speaker. And just like when you go into a museum where they they

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basically bring the sound down to only you can hear

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it Okay. That's what we utilize. Although we have the capability to

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have Bluetooth headsets as well, but for our individual

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studios, then we use the SoundShower. So so so the the 50

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minute workout, we got 10 minutes to set up, and then the 50 minute workout

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starts for everyone at the same time, or is it on any kind of, like,

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I got here 10 minutes after you, so I'm gonna start later? Or is everything

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starts at the same time? Yeah. No. No. So you go you go to your

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monitor, you sign in, and you have a choice of over 200 different Pilates

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classes that you wanna do. You select what your workout is. You can pause.

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You can rewind. You are in control of your

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own individual class and in the studios as an instructor around.

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The the big thing that you the big thing that with Nuforma is that everyone

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who's experienced Nuforma has

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basically realized this is a a a completely different way

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to Pilates. There's the the redesign of the bed, if you see the bed, there's

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no strings for me. There's no springs visible.

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Pilates reformer, if you look at a traditional reformer, to me, looks

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a bit like a torture torture piece of equipment. I

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wouldn't go near them myself personally, but this is there's no

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springs. They're low level, and they're inviting, and people wanna get on

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them. Gotcha. So the development that's recently

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happened in in 24 is that people are saying, look.

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This this piece of equipment is unbelievable. You can't keep it

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to yourself. So we've made a massive pivot change to go from

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the studios to now making this commercially available

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to the commercial market. And what's the price that you're

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what's the price that you're trying to hit on a on a

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commercial sale? And how does that rank up against the

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other Pilates machines? The

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so we're we're listing at for in US

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dollars around 17,000,

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list. But, obviously, this is a a much different

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type of unit than you would have as a a classical,

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Cadillac reformer. It's made of it's made of

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steel. It's called it's German engineered. It's

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it has the monitor, etcetera, etcetera. So and, also, we've

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added a a a new element to the reformer in that

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we have added a weight plate system.

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So it has an addition of a high low pulley system on there as

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well because you only have the functionality

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in in a linear movement with with springs on a reformer.

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But Sam's background is also in gyrotonics. So she

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wanted to find a way to increase mobility and additional

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movement. So we've we've increased the function of

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the the the traditional reformer to

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be much more accessible to people from all

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sizes, all different mobility levels,

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shapes, height, which can be a little bit restricted on a standard

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reformer. Gotcha. And then from a standpoint of the studios that you

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have, I can probably look at this on the web, but how many

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reformers do you have in a new form studio?

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And and is there a reason for the number you're

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gonna tell us? We we most of our

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studios range between 10 12 beds. And that's basically

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because that allows one instructor with

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a basically changeover instructor at a halfway point

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during the day, so it's more efficient from a staffing perspective.

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We we had a lot of interest in

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Australia. One of our investors is from his original investors from

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Australia, and they've set up a franchise operation in

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Bondi in Australia. And just purely because of the

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popularity of Pilates there,

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they've actually gone for 20 bed studio. Yeah. I was gonna ask you that

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because if you're not really running it based on, like, an

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instructor and, like, trying to be around an instructor or

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in proximity to, and it's really, like, more of a spotter. I I would

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presume that could be really interesting as a way to do things and

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and try and max out the square footage. Yeah. So so,

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originally, this is only obviously from a studio concept. What we're

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finding now is that we're speaking to a lot of operators who are looking

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at this is a solution to bring Pilates out to

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the studio onto the gym floor. And we're put looking

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at 2 to 3 new formers on a gym

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floor concept because, again, people can't get into the

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studio, so they can come on to the gym floor and

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actually have the tuition from them from the

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monitor, and it's completely self-service. And I

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said, originally, I'm not from a Pilates background. And when I joined

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Nuforma, I was like, look. You're saying I can do a Pilates class without the

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need for for an instructor and full tuition.

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And I got on, and I did a 50 minute class

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completely unaided. I felt confident, and I

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had completed my 1st reformer class without

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any need for an instructor, felt confident, and

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really got the benefits of that workout. That for me is groundbreaking.

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This is Pete Moore. Here's the last tip for you of the podcast.

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sweating, and the recovery should be just as good as the workout.

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From the standpoint of of some of the other feedback that you get,

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and harkening back to, like, I if I'm doing a a workout

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off of a video, I I'm just I'm not giving it a

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100%. You know? I'm I'm at 85%. But when there's somebody

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there, you know, I feel like I'm I'm I'm

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responsible, you know, for giving giving my all. So from

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that standpoint, the in your experience, taking a 50

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minute, you know, Pilates class around other people that are

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also taking a class, even if the instructor is, you know,

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on a on a screen, what what does that

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feel like? Or, you know, did you say, like, I don't say it doesn't I

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don't need to be in that other type of environment, or or

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what are your thoughts? Yeah. I mean, it's it's it's it's it's interesting when we

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have conversations when they've just people have used Nuforma for the first time, and

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they said, how how long do you think you've been exercising for? And they're

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like, feels like 25, 30 minutes because they are so

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immersed that the we have our own recording studio, so we are producing all

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our own content. And we've Sam and and

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and Nikki in our education head who heads up our education

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have approached the the content that we

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display in in in our programming that they're looking at it

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from a instructor perspective. So the cues that you're getting,

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the prompts that you're getting are all as if they would be teaching a

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class, but based on an individual level.

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And that's that's where we've got the feedback of

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from beginners to Pilates, but also people who've been doing

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Pilates for a long time. They feel like they can be a little bit more

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adventurous and push themselves because they're not

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necessarily limited by what's happening in the class and feeling they have

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to go with what the class is saying to do that day. Got

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it. And then from a from a rollout standpoint, so you're gonna be

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coming so you're gonna be selling the equipment to anybody who wants to buy

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it. I can I'll be a Gold's Gym, and I wanna buy 4 machines, and

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you're like, here it is, you know, drop ship and pay

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for it. What if they wanna get the content as well? Is there is

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there a monthly licensing fee per machine?

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Yeah. So there's a monthly licensing fee, which we basically, we

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release new content every month. So for instance, we've we've just

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released a new back series. There's a a new series

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on menopause, for example. So every

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month, new content's coming out, and that's incorporated within the the

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content fee. Gotcha. What what is that per machine, if you

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could disclose? That that's around

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about, what are we on? Dollars? So £50, £75

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a month. Got it. Guidelines. Got it. And

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then from a standpoint, if I wanna open up a new form of Pilates

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studio, is that something I can do? Do you have a franchise disclosure

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document out or licensing agreement? Or what's your thoughts? Obviously, you've only been

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on a job for a month, so I might be asking you some more long

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range questions. But No. So before I came on

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board, we've I said we already had a interest in Australia from an investor.

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They've set set up their 1st franchise in Australia. We've set up a

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master franchise agreement in Saudi Arabia. We're just about to launch

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the the 1st franchise site in the UK. So

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because this is such a differentiator and a unique,

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unique offering, we are actually having a lot of franchise

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discussions right now. To be honest, we would

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like to be focusing purely on the manufacturing equipment

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side. So we are looking at partnerships

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with franchise, providers in

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specific territories as well. So that's an interest to us. Yeah. What's your

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so do you give me some, give me some background because most

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people who have like, you've been in the manufacturing

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of equipment and sales of of equipment. Obviously, with this, you've

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got a recurring revenue stream coming from the 75 a

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month. So it's a little bit of a different, like a razor razor blade

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type of model, which obviously, for everybody listening here,

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is a very successful model in Yeah. The shaving

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industry and then and other, you know, companies or Swiffer.

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As an example, if you wanna just take, like, products. I'm gonna I'm

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gonna sell you the the hardware, and then I'm gonna plug something else in. It's

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very high margin, which is awesome. But, you know, a lot of people that are

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in your position, in the US, like, with

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Solid Core, they're like, look. We do really well at the unique and animal level.

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We're just gonna build more studios. I don't wanna sell my equipment

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to anybody. I wanna keep my equipment for myself and make that as, like, kinda

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part of, like, the competitive moat around it. Yeah.

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Do you coming in from a, a sales

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like, I I wanna rewind for a second. Every company has got a

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mission. That mission is decided by the stakeholders of the company

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and and driven by the CEO of the company. So I would say that if

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you weren't the CEO of this company, that running

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into a manufacturing and sale of machines versus

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rolling out studios would be counterintuitive to me. However,

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given that that is your skill set, you don't really look at that and

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say, I don't know. I don't care what, you know, I'm I'm concerned about,

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like, inventory build up. I'm concerned about working capital. You

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might say, like, look. I've done this many times before. I I I know how

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to manage that. So what kinda guides you

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towards being a hybrid versus saying, hey. I

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took this job. I'm sure when they put the job out, I'm I'm assuming it

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was to, like, run 5 studios and grow another 10.

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You know? So talk us through that. What was it to to to focus on

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the machine, Shel? Yeah. No. No. No. When when they put

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the the the the recruitment out, it was basically

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because they were switching out to studios. So the studios are 5

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studios. We're not gonna be opening any more studios. They have been

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used as a as a test bed and are

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now just purely show sites for Newformer. But but they make a lot of

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money, though, on the studio. Right? Yeah. But the mission the mission

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of Sam, the founder, has been to,

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I said, increase the audience of Pilates

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and change the scape of Pilates. That's her mission.

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She Okay. She wants to build she wants to build

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build a world where Pilates is the norm rather than

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being a specific niche or an exception.

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And and Nuforma is the vehicle to allow

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this because it breaks down barriers. So if

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we can get that equipment into hospitality

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sector, clinical physicians, multisite

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operators, that's the goal. That's the

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goal. Well, great. Well, we got a lot of those in the US that are

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that know the benefits in Power Pilates. I've had

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trouble in the past kind of, like, staffing that as a full time,

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you know, profit center. So this could be super interesting.

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If you're gonna be at any of the events, in the US,

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you know, we should definitely meet up, in person to see how we can help

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you. This this podcast would be a great way to get this out there

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and, you know, explain to people what the business model is and the opportunity.

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So just, you know, in in parting here,

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you know, from an entrepreneurial standpoint and from

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leadership standpoint, any quotes or phrases that you like to

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refer back to or knowing that it's just somewhat early stage, but maybe it

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doesn't feel early stage to you? I I I

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think quite a quite a funny phrase we've we've got

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within internally is that,

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if if Joseph Pilates was alive today, he

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would have invented Nuforma. That's a very bold

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statement. Very bold statement. In a good way. Because

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because Pilates has been around for years, but

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nothing has really dramatically changed about

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how the reformer looks and how it feels. And

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Joseph Pilates was all about invention. That's that's where Controlology

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and Pilates came from. And

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we think we think with Nuforma, we've we've got a differentiator that is

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completely unique. When when we showed the product at FIBO, the

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biggest expo fitness trade expo in in Europe this year,

401
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that was the first time we'd ever taken it out of the studio and put

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it onto a trade expo floor. And everyone

403
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said, this is a complete game changer. This is a differentiator.

404
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It looks nothing like the other, trade show stands

405
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that I'm seeing here. This is something different, and that's the momentum

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that we're we're looking to continue to spread the word of what

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NuPharma can bring to to help people's lifestyle get better.

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That's awesome. We'll look forward to, seeing the product

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and, and seeing the growth in the US. Feel free to use our

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00:25:47,705 --> 00:25:51,305
term halo health hack and lifestyle outdoor. Trying to break that as a halo

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sector. And, congrats on the new position and listen.

412
00:25:54,825 --> 00:25:58,425
Absolutely. Really appreciate your time and all the work you're doing as well. Thanks a

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00:25:58,425 --> 00:25:58,925
lot.