Episode #571: Why Personalized Men's Health Is the Future-Insights from MNLY's Founder, Luke Hartelust

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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 your website traffic visitors

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directly into leads. It's not just another chatbot and

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it's not AI, but it allows a visitor to call, text or leave a

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voicemail immediately. Goes to you, your sales team or anyone else in the

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club instantly. MIT shows a study that if you contact

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the league within 10 minutes, chance of them converting goes up nine

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times that of the average. We got the Atlanta clubs

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on it. Vita Fitness, Gold's Gym, Mountainside

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City Fitness, Philly, College Park. Become one

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of the next Halo companies to deploy the Wizard.

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It's easy to use. Go to the prospectwizard.com

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get a free 30 day trial. Talk to my boy Dave Gallen. He will get

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you all set up and let the leads flow based on the

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Wizard. Go get him.

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This is Pete Moore on Halo Talks nyc. I have the pleasure of

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bringing straight. Out of Hermosa beach from the oil and

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gas industry into the health tech market.

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Luke Heartlust, coming from California. Good to see you

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buddy. How you been? Phenomenal, Pete. It's great to be here, mate. I'm

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looking forward to the conversation. Excellent. So you know, you

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spent some time, give us a little background on how you kind of got

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to our Halo sector and how excited you are to be here.

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Yeah, I mean we can go way back if we want

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to, if we want to highlight a bit of the journey. So

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as a, you know, a very, very long story, I'll try and keep it

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short so that we can get as much in as possible. But

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my career essentially started

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many moons ago when I was sitting on an oil rig essentially 450

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clicks off the west coast of Australia. Essentially pretty

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miserable working 28 days on, 28 days off, kind of blistering

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heat, extremely dangerous conditions. And

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I had an epiphany one day essentially and I was standing on the

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middle of the drill floor, absolutely covered head to

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toe in shit for lack of a better term.

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11 hours into a 12 hour shift. And it really kind of hit

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me and that I needed to get off the rigs and the way

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that I was going to do that was to start building companies

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essentially. And at the time I was, you know, I was 20,

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you know, I was going to say I was 23, 24 and I was

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11, I was making a couple of hundred grand a year.

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So I had the capital to start, um, essentially, but the problem was that I

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Had no business experience, right? And so at that point I

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decided I was essentially going to kind of build the man I needed to be,

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to, to pursue this dream of being an entrepreneur. And

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it just so happened that at the time I was living in Thailand full

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time. So my 28 days off, I would spend time in Thailand. And

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I tell this story because it's a key component and it's still to this day

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one of the most motivating places I've ever been in my life. It was

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one street and it was lined with Muay Thai camps, kickboxing camps,

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boutique fitness gy, crossfit gyms, and bodybuilding gyms.

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And I saw an opportunity in the marketplace to take

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hot yoga to that area. And there was a lot of

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athletes, UFC athletes, you know, Muay Thai

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athletes, high level crossfit athletes coming from all over the world,

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and people that were on fitness holidays. You had all walks of life there. And

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it was a missing piece to the marketplace. And so my first

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venture was obviously in a foreign country, which made that pretty difficult,

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and partnered with a couple of buddies and we actually leased a block

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of land and then built the built and

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designed design and built the building and then set up a beautiful

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studio. But long story short, that shot, that business

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failed, right? But I was still committed to kind of getting

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off these rigs and getting out of the oil and gas industry. And I knew

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this model of kind of entrepreneurship that I wanted to take was

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the ticket. So I looked into franchising. And in

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2016, I relocated to the US to

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bring the F45 training franchise over to Southern

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California. At the time, there was

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1 or 2 in the US only. And so we had the entire US market

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open to us. And I built and scaled a portfolio of training

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facilities between LA and San Diego

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and consulted doing turnarounds for dozens more that

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were kind of underperforming over a six year period. And we

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exited that portfolio in 2022.

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And that I would say that journey

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essentially kind of hones my ability to develop

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systems and develop teams and lead with

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integrity. We made a ton of mistakes, a ton of mistakes,

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but exposed me really what I wanted to do with my time and how I

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wanted to spend my time in terms of, you know, a blend

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of business and lifestyle. When you take a look at the. F45, just,

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you know, for historical purposes, what kind of revenue,

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you know, were they doing it? What were you able to get them up to?

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Because from the FDD, I remember they were doing like

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33,000amonth. And I thought that was way too low to run

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a sustainable, you know. Yeah, absolutely mate, that's

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a great question. And it's actually something I've spoken about quite a bit

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with other franchise owners or other boutique fitness owners. And

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you know, 30,000 was on average our

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payroll for each location. And the way that we were able

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to, we were doing on a, on a good month, we would hit about six

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figures a month on a really good month, but our average would sit around about

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75,000. Okay, but that's a real business. Yeah, yeah.

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And you know, we did that very

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specifically through community initiatives, which is something

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that we found was really in this

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industry as you know, it's all community orientated and we

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just found the right formula very, very early on in that

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sense and we're able to make them quite successful. And we did really well for

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a couple of 27 year olds that were

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coming to the US for the first time to try to chase a dream as

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well. Just one more point on F45

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before we move on. Obviously that

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that company went public. You know, fair amount

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of negative press around the business. How have you been

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able to kind of think about brand protection

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for Manly and some of the things

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that you've learned that maybe you should and shouldn't do

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if you want to create a big company? Like what are some of your takeaways

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from there from looking at it from the outside? Another great

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question. And I think

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the fall of F45 had just imploded from the inside

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essentially. And to be completely

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transparent, we got a six year apprenticeship on what not to do

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when it comes to brand. And so when I look at what brand

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is today, in my opinion, it is the

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emotion that someone feels when they engage or interact with,

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with your product, your message or your people.

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And so for Manly specifically, we have had

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a core focus foundation on building brand

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over customer acquisition. And I can get into some strategies

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how we've done that, but making sure that we show up

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powerfully whenever we have an engagement, whether that's a strategic

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partnership, whether that's a community initiative, has been really

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key to the business. And to be honest with you, you know, we've been on

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the market for 12 months or just had our 13th month on the market. And

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it is one of the reasons why we've got such a strong core brand

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and community following already at such an early stage in that sense.

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

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this 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 one month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people value,

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and that doesn't discount your own products and services. So here's the

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deal. There's something called rewards Vault. The rewards vault is going

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to allow a member to set up their own profile. They are going

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to answer questions, you are going to get those answers, going to be able to

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target those members, and you're going to reward them inside your club,

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

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spa to get them to become loyal, to get them to pay their

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monthly dues and to be rewarded properly for the

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actions. A lot of companies are cutting back on rewards. You shouldn't be.

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Promotion vault. Your answer, Trust me, this is real.

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So talk us through where you saw the

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opportunity, what you guys are delivering on right now,

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and how are you affecting people's lives? Yeah, yeah,

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Be happy to. So during my time as the CEO of

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the F45 training portfolio that we had, I had the pleasure

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of working essentially with hundreds of individuals that were in a pursuit

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for a better level of wellbeing. Right. And now currently experiencing. And

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for the latter part of that career, I was also working with

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predominantly with male professionals and executives in

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a high performance coaching capacity. So more productivity, health and happiness.

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And also at the time, for

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myself, I was doing everything right. I was training, I was

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recovering, my nutrition was dialed, it was on point, I was supplementing

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with all the right things. And yet something was still

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off. And I was 30 at the time. And so I just

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had no zero energy whatsoever. And so I got my blood work done,

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and fair enough, my test was at 280, which is

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unbelievably low. And yet I was doing all the right things.

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And at the time, you know, the tech wasn't where it is today.

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You said 280 was. What number was that? That's

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what my testosterone level. Oh, testosterone level. Okay, gotcha. Yeah.

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And at the time, the tech wasn't where it is today. And so my

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only real option at the time that was presented to me was to jump

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straight on trt. Right. And so that's where I really

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got to understand the deficiencies in the men's health market and the need for

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something different, essentially. And Fast

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forward to 2023. We had those substantial

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advancements in AI in genetic testing and blood analysis.

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And because of COVID as much as I had to bring it up

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more of a preventative approach to overall health care in

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general. And so essentially, that was the perfect storm for

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this personalized health model to come to the market.

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And I looked at the telehealth model, which

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disrupted the way that we approach and think about getting

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checkups and prescriptions. And you no longer had to go

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into a doctor's office to get and fulfill those prescriptions.

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Right. We could do it from the comfort of our office or our own home.

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But the problem with that model is that at every touch point

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in the customer or the client journey, the client or the customer gets

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bottlenecked into a wait list. Right. And

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so when I looked at the stats on

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men's health in the US testosterone has been declining by 1% a

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year for the last three decades. Nearly 50% of men have a chronic

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disease, and heart disease is still a leading death for men. It kills

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one in four men in the US and our suicide rates are four times that

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of women. And I looked at these stats. Yet there's

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never been a better time to take control of our health with all the tech

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and the tools that we have available to us. And my theory

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on this is that we don't have a health crisis. We actually have an

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accountability and an ownership crisis. Right. And

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going back to the telehealth model, where there

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is still so many friction points for men to actually

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use that model to then take ownership of their health. And

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that's why we built the manly model the way that we did. Right.

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So, so you're basically doing telehealth, where people

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can buy testosterone pellets on their own

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or pills after they do the blood work, or you do a

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consulting, like health consultant. So what we did

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was with the way that the model works,

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it has too many friction points to move the customer along the client

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journey to actually get them results. And I spoke to dozens of people

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that are in some of the top telehealth companies in the US and they all

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had a very similar issue. And that was from the time they got

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their blood work done to the time they actually had the practitioner

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phone call or consultation was up to about 90 days. And at that

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time, the blood work was redundant. Right. And so what I did is

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we built a phenomenal scientific team of nutritionists,

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neuroscientists, men's health experts, and naturopaths and data

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scientists to build a model

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that was going to automate that process using the advancements in AI

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that we've had. Right. And so what we did

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was we built, we surveyed 500

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professional men to figure out what the top categories of male

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environmental health were that they prioritized over everything else.

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And we came up with focus, confidence, stamina, mood, sleep, libido and

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recovery. So we built a really in depth, 86 question

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environmental health assessment to analyze those key pillars. And

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then we partnered with a third party certified lab to

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provide a easy, convenient at home self test solution.

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So it's a self test dry blood spot solution. So you prick your

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finger, fill up two dual strips of blood and send it back to our lab.

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And then our data science team built a complex recommender which

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is an AI model to then analyze

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100 data points from the environmental health assessment and the biological

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health assessment and produce a really comp, really

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comprehensive health report which is on a dashboard. So Instead of

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a 42 page PDF, it's a dashboard, very

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interactive. You can see all of your stats very clearly

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and there's no need to get it interpreted by a

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practitioner because it's very, very clear what your issues are and how

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they correlate to your overall health. Gotcha. Okay, so

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what we did essentially was removed the practitioner component and

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plugged in AI to fast track the time when

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someone signs up to be a customer, to when they actually see their results,

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to then when they get the results that they want from the protocols.

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And we fast track that by about 50%. So it's extremely

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fast. And then from a step. Yeah, keep

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going, sorry. The second part of the

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product or service is a personalized help plan. So the AI

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uses the, the blood work data, it uses the environmental health data

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to then build a custom health plan with nutrition protocols

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based on your blood work. So consume more of specific foods and why, and then

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reduce consumption of specific foods and why. And then lifestyle protocols.

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So think biohacks for men.

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We'll actually recommend the top three to five interventions in the lowest scoring

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environmental health categories that are designed to improve your

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results over time. And then

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our main solution right now is a completely custom

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supplement formulation that we formulate and ship every month.

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So based on your blood work, our model will

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prescribe specific doses of specific

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micronutrients, aminos, herbs, extracts and minerals into

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that custom supplement formula that comes in morning, noon and night packs. And we ship

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it every, every month and then every 90 days

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we retest. And the beautiful part about this is

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it's a dynamic, it's an evergreen ecosystem

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based on the changes in your health. So when you retest

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with all of the changes in your biology and your environmental health,

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all of the protocols actually change. So the formulations

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update, the health plan updates, and you can see the hard data

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plus or minus on every marker as well. So let me ask you a

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question. So right now I've been on a

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self optimization, you know, run over the last like 90

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days. I'm taking AG1, I'm taking

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10 milligrams of creatine, and I'm taking a multivitamin

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and I'm working out about 90 minutes a day. Six, six to

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seven days a week. What would your

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solution either eliminate or add to my

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routine? And I'm doing keto, by the way. I'm doing a

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keto diet. Yeah. So in

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terms of the ingredients that would be attributed, it would

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be specific to your blood work. Right. So

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it would replace your multivitamin.

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Because the ingredients that we use have

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either clinical research or dozens

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of case studies on the impact they have on the specific markers

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that we test for. So depending on your thresholds of

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what those markers are, is what ingredient will get attributed to

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that formulation as well. And look, we do at this point in time it's

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19 biomarkers because it is a self test kit. So we don't currently do

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100, but we're working towards stacking those labs in the future

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so we can get up to about 50, 50 biomarkers. But we do

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some vitamins and minerals, we do liver, kidney function, so alt,

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ast, gfr, and then we do a hormone panel

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as well, and we do a cholesterol panel and a thyroid panel as

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well. So we give you a broad range of biomarkers to give you

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a really good baseline of your biological health.

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Because when you look at, you know, the,

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when you look at the marketplace and I'll kind of get back to what I

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said about we have an ownership problem at this point in time. We have the

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tools that are available available to us now. The technology is there,

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it's 2025. AI is advanced, the blood work that we have

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advanced and the tech is now able to make precise,

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prescriptive logic based on your exact data.

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So if you're taking, if, if we're just talking about supplements and

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you're taking a supplement off the shelf that is generic, a lot

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of them are really good products and they have really high quality

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ingredients. But because we're at a stage where you can get

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something custom built to your biology, why would you not

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use that option for basically the same price as

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what. So what would my, what's my

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startup cost or initiation cost and what is my

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monthly recurring if I became a member? Yeah,

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so when you sign up, the first step is to do the blood work and

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the environmental health assessment. We charge $199

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upfront for the lab kit that gets shipped directly to door. You take that,

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you send it back. We have a contract with the lab that once they receive

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the blood sample, they have to result it within 48

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hours. Sometimes it's a little bit out of that window, but it is much faster

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than going to a phlebotomist. And then we charge

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249amonth for the precision packs and the health

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plan access. Gotcha. And that's drop

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shipped to me every 30 days. Here's your. That ships to your dealer.

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Gotcha. And then do I have a, do I have a coach or do

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I have. Is there a hotline, is there an individual that

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I'm talking to if I, you know, for whatever reasons I want to.

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So we are. You're one of the first

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platforms I've spoken about this. So we are right now building

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out a Manly. The Manly concierge. So it's a hybrid product.

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It's a hybrid AI and human

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concierge service. So we have an LLM that actually

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is trained on millions of different bits of data when it comes to case

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studies and clinical research, but also is trained on your data

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specifically. So you can directly have conversations with

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the LLM, the large language model, about your specific

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data and about your plan. So you can get real time feedback very fast.

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And then also we have the other component which is the human access.

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So via a chat you are able to access

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health coaching based on your data as well. Still trying

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to make sure that we do not become a telehealth company and we end up

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with those same bottlenecks or friction points as the rest of the

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marketplace. And that's why we are implementing that chat

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feature as well. Gotcha. And obviously

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we do a lot of work in the med spa space. We're doing work now

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with companies that are in, you know, longevity and anti aging.

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Yeah. So I'd say we're kind of just scratching the surface on people

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understanding what the potential is for themselves

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and what can be achieved when you take a look and say,

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you know, here's the results that you'll see in 90 days, 6

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months, 12 months. How much of a Runway or look back do you have

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right now with some of the people that have been on your program?

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Cause obviously you just, you know, you're a startup and you know, you

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need time, days to actually show

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results. So where are you guys at right now in the

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ability to do a. Look back, Yeah, I mean, we have

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phenomenal data. We've got data on hundreds of different

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individuals that have been through the program. The average person

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stays for just under six months at this point in time as well.

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And for obviously a subscription product that's definitely in the top

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0.1%. But before we launched the

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company, we ran a beta on 100

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individuals and those individuals were, we had a broad span

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of demographics. We had professional athletes,

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athletes, Hyrox athletes, investors,

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entrepreneurs, professionals. And our goal with that

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was to essentially gather evidence based

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data on the impact of the product, social credibility and

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testimonials. And we ran that and over

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a 90 day period, we actually collected some phenomenal results.

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And on average, across the board, just for one of the

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markers like testosterone, we saw a 30%

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increase in test levels across the board. And that's an average.

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Some individuals, it didn't move and then other

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individuals, you know, we had up to 58% change. And

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because they're not controlled studies, you don't have, you

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know, complete control over what the

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participants are doing outside of the product as well.

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

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We are partnered up with a company called haier dose

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higherdose.com they are the leader in

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workout recovery products, infrared technology,

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LED light masks, neck enhancers and

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00:23:48,120 --> 00:23:51,800
other products such as PEMF mats and sauna

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blankets. If you have not gotten on the workout

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recovery train yet, your time and your stop

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00:23:58,600 --> 00:24:02,160
is now. You got to get these products in there before these workout

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recovery and spas end up saturating your market.

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Having your members walk out of the club and going into one of their locations

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for 200 bucks per month where they're paying 39 to

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00:24:12,990 --> 00:24:16,830
you. Let's become an expert in workout recovery. If we

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are already an authority in. Workouts, higher dose,

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00:24:20,550 --> 00:24:24,230
check it out. There's a wholesale code and we look

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forward to helping you augment your products and services

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to meet the demands of your members. And hey, let's get people

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happy, healthy and sweating. And the recovery should be

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just as good as the workout.

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So we like to keep these two around 20, 25 minutes, get some bite size.

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So the last question I'll ask you is, you know, if I'm

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doing research on this, I come across you, I come across a couple other groups

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that are, you know, in and around what you're doing. You know, give me the

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pitch on why, you know, partnering with Manly or, or

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Luke, you know, because you're kind of, like, the DNA behind this thing.

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And obviously you care. Obviously, you've, like, been your own

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kind of guinea pig to say, like, hey, I'm gonna. I'm gonna help myself.

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And as I like to say, Dave hears me say this all the

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time. Like, the best way to create a new business is to find a frustration

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00:25:17,550 --> 00:25:21,350
that you have, solve the frustration, and then now scale

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that to other people. So what would be the reason to

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00:25:25,020 --> 00:25:27,900
come to Manly? Yeah,

407
00:25:28,700 --> 00:25:32,540
great question. So for us, our differentiation

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00:25:32,700 --> 00:25:36,460
factor is that we've created and productized

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men's health and automated it so it's the most seamless possible

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00:25:40,380 --> 00:25:43,820
experience when it comes to optimizing and taking

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control of your health. We can get you guys or

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anyone that comes into the program results in 50%

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less time than it takes with most of our competitors on the

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marketplace. And that's really it in a nutshell. It's

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seamless, it's on your own time, and you're able to take ownership and

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00:26:01,840 --> 00:26:05,600
control of every stage of the process. Awesome. All

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00:26:05,600 --> 00:26:09,240
right, well, we'll have all the information up here as this

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launches. People, we going into the fall and starting to get kids back to

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school and thinking about what they can do to optimize themselves before.

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Before hitting the holiday break. So I encourage you to take a look at

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00:26:21,400 --> 00:26:25,120
manly love, what you're doing. Obviously, we're trying to get more and more people

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00:26:25,280 --> 00:26:28,840
to use the term acronym H.A.L.O. and live a halo

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00:26:28,840 --> 00:26:32,400
lifestyle. So one of the best ways to do that is to make sure what

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00:26:32,400 --> 00:26:35,920
you're putting in your mouth actually is beneficial to you.

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00:26:36,000 --> 00:26:39,600
So thanks for. Thanks for supporting the cause here and

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00:26:39,600 --> 00:26:43,120
devoting your life to it. So appreciate you. And I'll see you sometime when I

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00:26:43,120 --> 00:26:46,950
get back to Manhattan Beach. On there, a short visit, hopefully sometime in

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00:26:46,950 --> 00:26:50,710
August. September. Pleasure, mate. I appreciate you having me

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00:26:50,710 --> 00:26:54,270
on. Awesome. All right, man. Go Halo. Go Manly. I like it.

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00:26:54,430 --> 00:26:55,150
Good stuff.

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S.A.

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sam.