Episode #578: Lessons in Effective Communication and Brand Equity for Private Equity Firms with Scott Markman

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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 lead 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 had the pleasure of

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having straight from Baltimore with some of my Emory

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brethren are from and maybe an ex girlfriend or two. Scott Mark me

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in the Monogram Group. We're going to riff about M A private equity

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and anything we fucking want to talk about. Good to meet you. Thanks for coming

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on the show. I'm here Pete. Thanks for having me on the podcast. Really appreciate

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it. Yeah. Awesome. So you know, take people through. Just as

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a background, you've worked with a number of private equity clients. You've done a lot

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of marketing for investment groups. You're also doing things with portfolio companies.

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You and I have been in kind of concentric circles. So I'm glad we're, we're

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connected now. But just as background, just give a little bit of

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like what you've been working on and then we'll, we'll jump into some war stories.

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Sure. So a little bit of clarification. I was born and raised in Baltimore,

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so I'm a die hard Ozone Ravens guy. When

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I saw Pete on another podcast was wearing a big met shirt and so

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I told him I'd take the piss out of him about Steve Cohen blowing lots

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of money. But we'll get back to that later. But I've lived in

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Chicago since 1988 so big chunk bite adult life

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so you know, I can, as much as I love Baltimore, I self identify as

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Chicago and I love this place and it's, it's been home for a

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long time. I started my agency in 1990 so

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Sierra 36 and about six years in I got an opportunity

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to win a piece of business with a startup that ended up becoming

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like a colossal titan in private equity. And they're called Integrity Capital.

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Sure. Walk into every, any private equity shop in

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America, from black, you know, Blackstone on down and say, I built the

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Antares Capital brand from scratch. Which is true. And I'm instantly

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credentialed because they're that big and accomplished and established. They have

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80 billion under management, probably 600 employees, and they're a

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household name in this world. And so I'm blessed to have

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been. You know, I was at the ground floor. I helped to pick the damn

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name and the logo and all that in between. And I had a great client

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at that point, two guys, Dave Brackett and Dave Swanson,

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who were two of the 12 partners that founded it. And they were the guys

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that ran the marketing and all that good stuff. And what was kind of cool

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about it was, and I've told this to them to their face 100,000

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times. They're kind of like class clowns who became

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bankers and made it just a ton of money.

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But the reason I, you know, kind of lovingly say that is because

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they wanted us to do the kind of work that would a little bit tweak

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the nose. This very state market, this, banks, Merrill lynch, all that kind of stuff,

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and do it in a way that was meaningful, but that caught people's attention. So

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they challenged us for a long time to do the kind of work, and it

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was successful. So as a result, our name got passed around this

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growing category called private equity. Back then it was just a couple of firms doing

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some stuff. So our client count today is like 100

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firms. That's awesome.

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...

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And you

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know,

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it's a frothing market. I mean, all these rollups, you know, you live in the

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world of fitness and, and related categories.

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HALO. I have to use the word halo. Thank you, sir. ... And in

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the world of HALO, there's a lot of roll ups going on with, with med

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spas and, and with fitness clubs and, and all stripes in

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between. And that is creating a massive addressable market for

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us because a lot of money is chasing roll ups in a variety of categories.

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Yeah, so, so you know, to, to, to start back you, you're in the

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90s. In 1994 is when I started in banking and in

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96 I was part of the private equity coverage. Oh Pete, before

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I forget, I saw your, your

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LinkedIn page that you started back in the day at Broccoli Moore. Yes.

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Okay. They were our number two.

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...

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Like

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oh, those guys are, you know, they don't like the plumbing supply business that nobody

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knows about Ferguson's in Pennsylvania, you know, but these guys, these guys own

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Gold's Gym. So you know, as you kind of thought about, because

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private equity for the people that are on listening to this and I talk about

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private equity all the time. It's basically just a couple people that get together

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and go and raise money from the colleges that they went to and

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pension funds and endowment funds and pool this capital and then

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go invest it on a hopefully discretionary basis. Where they

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call the capital versus these independent sponsors that should

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be called dependent sponsors because they're dependent on finding money is what I like to

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call them. But as you kind of worked with people and said what's

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your DNA and what's your approach? Because to win

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a deal in private equity there's a level of trust, there's a level of

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professionalism, there's a level of knowing your domain.

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So how did you, how do you like approach it now versus like maybe

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when there weren't was as much competition, how do you stand out without being too

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gregarious? It's a great question. So a couple of

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macro comments I can make about the this world called private equity

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that you know, kind of gleaned over time. I am

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honored, we are honored, the agency to work for the

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smartest, most methodical.

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...

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in this

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world

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to

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great

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effect.

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That's how people make a lot of money. But in the world of brand

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applied or story or differentiation

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or all that kind of stuff, it's

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antithetical. And so getting some folks at times to

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move off the dimensions can take a lot of prodding. Now, we

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win some battles, we lose some battles. And I'm not gonna sleep over

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somebody just staying right down the fairway and being happy with that. That's

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fine. But it is our job as advisors and creatives and

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strategists to let people know what the opportunities are

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and where the gold lay and let them opt in or

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not. You know, you can't make everybody a gold prospector.

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... I

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can't remember the guy's

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name, you know, from Texas, right?

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One guy and

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his minion of, you

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know,

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deal guys. And then I'd put them in a PowerPoint slide

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and take it to Tyco and see if Tyco wanted to buy it. We made

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some deals that way. But as private equity funds

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have realized, like, hey, I'm in a competitive market, you know, I'm

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putting out capital. Um, and I'm. And I'm up against like

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some real institutionalized businesses now, where Leonard Green used to

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be Leonard Green, and you know, like 10 other guys. Right now it's like probably

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a thousand people, and they got 20 different funds. And TPG used to be.

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I can't remember the guy's name, you know, from Texas, right? One guy

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and his minion of, you know, deal guys. And now it's like,

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you know, tpg, like, that's like, what fund are you working with?

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So how do the guys that are in the middle market, you know,

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humanize what they're doing and help them win deals by

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saying, hey, when you're doing a deal, you're doing a deal with me. Like, my

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name's on the door, like Peter Brockway used to do. So

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my answer to that question is.

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About. Humanizing. Who are

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you beyond the capital and beyond the PowerPoint

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decks and beyond the RR numbers and all the other

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factual shit that you, you need to qualify yourselves

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and say, we're elite. That's, that's the price of entry

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into a crowded, almost commoditized world.

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So how are, how are buying decisions made? Because

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who, you know, somebody owns a company and who are they going to crawl in

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bed with and sell their company to is a buying decision. And

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somebody is gambling, like their life, with

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which firm they take. And sometimes they take, you know, opt out of, you

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know, when they sign loi, they opt out because they get the willies.

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It is a human process, and that means

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emotions are involved and it's often irrational

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around decisions around, you know, these kinds of

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considerations. So we say, look, you have to bring your

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facts, your hoard of facts on and throw them on the table. Right? Otherwise you're

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not, you're not going to get to second base. Right? Right. Get through that stuff.

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But defining yourself in a brand environment,

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in a communications environment, which is multiple

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audiences across different avenues of communication over

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time, you know, again, we'll come back to what you've done with HALO that

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I'm frankly so in love with is because it requires patience

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and focus and discipline. And

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don't stray off the reservation. Just get

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something that you believe in that is true, that is understandable, that

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you can rent, repeat 100,000 times. And if you can do that, you're going to

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be way ahead of anybody else because the bar is set in private

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equity very low.

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This is. People, I want to 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 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

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value, and that doesn't discount your own products and services.

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So here's the deal. There's something called Rewards Vault. The Rewards

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Vault is going to allow a member to set up their own profile.

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They are going to answer questions. You are going to get those answers. You're going

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to be able to target. Those members, and you're going to reward them inside your

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

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

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their monthly dues, and to be rewarded properly for

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the actions. A lot of companies are cutting back on rewards.

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You shouldn't be. Promotion Vault, your answer, trust me, this is

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real.

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So, HALO, you brought that up at the beginning. They were one of the debt

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providers to several Brockway deals early on. And there was a woman named

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Kathy who came from HALO. I think worked at Brockway as

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a partner at one point as well.

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They built their reputation on being reliable. They

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would stick with you to the end. They were flexible.

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They showed up, they took your phone calls, they never walked away from

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a credit. And they built that up over time.

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But that was. They built that up. The people built that brand,

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you know, as you did, like, kind of build it up, like in the, in

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the external way and then like the chat around the private

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equity groups. And that's kind of how things get done, right? It's like,

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hey, like, these guys have. They're elite. They have a reputation. You've kind

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of helped them create that. And then it's like, hey, are you on my

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blacklist or on my, my green list? Right? I got guys on my

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blacklist because they just don't do what they say they're going to do. So how

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did you. How do you stay involved in making sure

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that, like, the brand equity is being preserved or,

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like, what are the founders or the managing partners doing?

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And then you're able to, like, take that and kind of package it up as

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like either PR or content or,

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hey, like, you're sticking with like, what we, what we. What we put out here.

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There are certain best practices in

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storytelling, marketing, pr, I'll call it

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communications management, reputation management, that send

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categories and situations, right? It's,

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you know, brands of brands, people to people, Marketing is marketing. And there's some

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higher wisdom to all of this stuff. And so to get our private equity

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clients to agree to that and opt into the higher

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wisdom and is probably half the battle. You know,

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hear a lot of, well, but we're different. Well, every freaking category says

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they're different. So, you know, truckers say they're different.

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So it's like both are true. You

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know, private equity is unique in particular and specific about all kinds of

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dynamics. But the macro, what works in

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communication and messaging.

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Is, you know, I use this, Peter, I use this metaphor of this

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reference all the time. I use the model of Starbucks.

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It's really simple. We understand Starbucks. Starbucks

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invented the idea of premium coffee that can

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be customized exactly the way you want it. Now, what does

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Starbucks really sell? They do not sell coffee. They sell

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mass customization in

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25,000 Starbucks around the world, including China. And I've been in a

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bunch in China, by the way. It's the exact same experience. You walk up to

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the barista, it's in a beautiful environment. You have literally 10,000

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drinks you can order at the counter. You pay your money, and in a minute

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and a half, there's your drink. That's it. They don't mess it up. So

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that's what they sell. And it happens to be a great product.

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And the store environment, the lighting's beautiful and people beautiful, and they say hello to

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you and they smile and all that good stuff. And

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they have multiple audiences. They have consumers, they have baristas, they have

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guys that work in the warehouse. They have suppliers, coffee growers in Guatemala and Colombia

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and a bunch of other countries. They have Wall Street, they have social media.

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But you only get one brand.

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You only get one brand. Now you have to nuance it and address the different

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self-interests of these audience segments, because you know what they only care

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about what are you gonna do for me? What are you gonna do for me?

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Why? I don't care about the. I'm a consumer. I don't care about the baristas.

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All I want is, what are you gonna do for me? So if you take

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that same, you know, call it recipe and apply it into private equity,

250
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it's equally as applicable. That's half the battle. Yeah,

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yeah. I mean, I saw something with Jonathan Gray

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from Blackstone addressing the recruits

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this year, and he basically said, you know, be present,

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question how we do things here, but, you know, care

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and show everybody respect. And I think Blackstone's done a really good

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job of maintaining that. And also

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Blackstone, as an example, like, they put out some videos that

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my team might not let me put out. Like, they put up some satire stuff

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that's, like, really funny, but, like, they got a couple of billionaires running around there,

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you know, like, dress it up in like a Halloween costume or something. They released

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that. Or, you know, the president's, like, jogging. He's like, I mean, like,

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you know, Shanghai today, and I'm jogging down the street. He's talking about, like,

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a Taylor Swift song that his daughter listening to,

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you know, so. So it's interesting, like, branding capital and branding

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people. And as you. As you look at that

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and say, like, who do you want to work with? Are

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you. Are you working directly with these people on their, like, their LinkedIn

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profiles, on their, you know, articles that they're putting out

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and, you know, videos. Yeah, okay. All of it.

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Because there's some guys that. There's some guys that'll say to me,

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like, hey, man. Like, I don't. I'm not on LinkedIn. Or I'm like, I don't

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need to do this or, you know, that. That's not, that's not. I'm, I'm not,

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I don't need to be like, socially. I don't, I don't need to be on

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social media as much like, hey, dude, dude. Because like, if, if you have

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like 500 followers on LinkedIn and that's it, you know, like, you're not an

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authority in what you're doing. Well, look, I mean, people are

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free to believe that. They want to believe. Doesn't mean they're right. Yeah, if

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somebody said that to me, you know, I don't need this, I would say good

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luck and find another agency. And by the way, you're wrong. Yeah, I mean,

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it's a great way for you. There are times when I'm

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just like, look, we're not going to get along. Like, you can't be my client.

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Like, I don't think we're going to. We don't gel here. Like, we don't think

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of the world the same way. I'm sure you do too. Switching gears

284
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completely, what do you think of Liquid Death?

285
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You know, I like everybody, you

286
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know, in America 2025, see their product

287
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on the shelves all over the place. Yeah, I think it's just one of the

288
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most interesting branding stories of the last 20

289
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years because it's so audacious. It's crazy,

290
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right? Risk behind whatever they thought their

291
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agenda was or their strategy and it's worked.

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Like, again, I just want to like bow down to them in the risk taking

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and then executing against whatever they thought

294
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they were trying to do. And they made it work. Hats off to a hundred

295
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thousand for. Everybody, for everyone who doesn't, for anyone who doesn't know what Liquid

296
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Death is doing. They basically took a canned water drink and turned

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it into, as if it was like the most potent alcohol, you know,

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cocktail that you could make. And they got like doctors drinking it before they

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go into surgery and, you know, like police would drink it and they're like these

300
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crazy web commercials that they put out there. Just

301
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like, it's like, it's shocking to me. Look, again,

302
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it's. It is audaciousness as an end game. And

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for a lot of folks that don't have the appetite or the stomach for it

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or the budget or the, or the creatives to execute against

305
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it, you can have the best idea in the world, but if the execution sucks

306
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creatively, it's going to fall flat. And the folks,

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whoever did their stuff knew what they were doing. That's all I'm saying,

308
00:19:32,890 --> 00:19:36,170
yeah. Let me tell you what pisses me off about private equity and then you

309
00:19:36,170 --> 00:19:39,050
can tell me how you fit into this to help solve it. Okay,

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I got clients that have like 20 different portfolio companies. Okay.

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And I'm like, hey, are you helping them? Do you have an awesome marketing

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00:19:47,650 --> 00:19:51,480
agency in one company that you're basically like having them work with on their other

313
00:19:51,480 --> 00:19:54,880
companies? Do you have an awesome sourcing

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person that is buying all these like office supplies and buying

315
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like have these vendor related. They're like, you know, do like we're

316
00:20:02,440 --> 00:20:05,680
thinking about setting this thing up. Like what the fuck you waiting for dude? Like,

317
00:20:05,760 --> 00:20:09,560
like you own all these companies, you can help optimize their cost

318
00:20:09,560 --> 00:20:13,040
structure. You can help them like understand how to do salesforce.

319
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There's a couple of groups that do it, but then I'm like, scratches my head.

320
00:20:16,130 --> 00:20:19,810
We're like, no, no, that's the CEO's decision. I'm like, aren't you like the

321
00:20:19,810 --> 00:20:23,450
value added like strategic private equity guy who's like biggie

322
00:20:23,450 --> 00:20:27,170
bringing best people and best practices? Maybe some groups do it, but

323
00:20:27,170 --> 00:20:30,810
I would say the majority of them like are just like managing assets instead of

324
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like optimizing businesses. It drives me crazy. So

325
00:20:34,650 --> 00:20:38,410
let me give you a two part answer. Most

326
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of our PE firm clients who make

327
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introductions into the leadership of their portfolio companies are very

328
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careful to say it's their decision, it's their budget and that's fine.

329
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There's a handful who just say, I'm just gonna

330
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say, you know, do this and work with these guys and prioritize it.

331
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At the end of the day there's no right answer to this stuff. Look,

332
00:21:01,610 --> 00:21:05,370
ideally from a self interested perspective, we are trying to sell long term

333
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relationship at a firm level and sort of prove the

334
00:21:09,180 --> 00:21:12,940
fact that we're you know, doing great work and good, easy to

335
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work with and priced right and all that and so throw us the stuff. And

336
00:21:16,660 --> 00:21:20,460
you know there are certain firms that buy into that value proposition, others that, that

337
00:21:20,460 --> 00:21:24,100
are that, that don't. At the end of the day it's a large enough world,

338
00:21:24,180 --> 00:21:27,860
there are four or five thousand firms are what that you know, all I really

339
00:21:27,860 --> 00:21:31,660
need is 25 relationships, not 600. Yeah, sure,

340
00:21:31,660 --> 00:21:35,430
sure. You know, a very healthy living. Yeah. When you

341
00:21:35,430 --> 00:21:38,830
take a look at groups that are doing due

342
00:21:38,830 --> 00:21:42,430
diligence on the front end, we're getting involved and

343
00:21:42,430 --> 00:21:46,190
sometimes like they don't want to pay to like have buy side diligence

344
00:21:46,190 --> 00:21:49,390
work. I'm like dude, whatever you pay us, like you're Going to make four or

345
00:21:49,390 --> 00:21:53,190
five times that amount just by like this insight or like effect

346
00:21:53,190 --> 00:21:56,070
that you can't have on your own because you're not, you don't live in the

347
00:21:56,070 --> 00:21:59,710
industry. Are you, are you being brought in on the front end to be like,

348
00:22:00,000 --> 00:22:03,240
hey Pete, like we're buying this company like they do xyz. Can you take a

349
00:22:03,240 --> 00:22:06,960
look at their marketing, like positioning, like where these guys are, where

350
00:22:06,960 --> 00:22:10,760
we can take this? Are they doing that up front yet as they should be

351
00:22:10,760 --> 00:22:14,560
or not as much? So we developed a specific Integrity

352
00:22:14,560 --> 00:22:18,160
sales and marketing pre close stage

353
00:22:18,800 --> 00:22:22,560
due diligence offering in January, frankly on the advice of

354
00:22:22,560 --> 00:22:26,360
another investment banker. And so we've been pitching it for four

355
00:22:26,360 --> 00:22:29,600
or five months now. We've had a couple, you know, a couple of bites in

356
00:22:29,680 --> 00:22:32,860
every general presentation of our skills and

357
00:22:32,860 --> 00:22:36,540
deliverables. It is the first thing we talk about. So I would

358
00:22:36,540 --> 00:22:40,140
tell you that it's maybe coming a little bit slower than I would

359
00:22:40,140 --> 00:22:43,900
like because it's a little bit like fishing. You could be the world's best

360
00:22:43,900 --> 00:22:46,460
fisherman but if there aren't fish in the pond, they aren't biting, you're not going

361
00:22:46,460 --> 00:22:49,820
to get a bite. So it's a little bit of serendipity or

362
00:22:49,820 --> 00:22:53,660
timing and I think that once we start to gather them

363
00:22:53,740 --> 00:22:57,100
and then you turn around and show to somebody else, look what we did for

364
00:22:57,100 --> 00:23:00,540
these guys. We did a huge project in

365
00:23:00,540 --> 00:23:04,360
February to package a company for sale because there was a

366
00:23:04,360 --> 00:23:08,160
huge gap between the sophistication of company, how they showed and they were getting

367
00:23:08,160 --> 00:23:11,960
ready to be represented by one of the Integrity brand name I banks who said

368
00:23:11,960 --> 00:23:15,680
you need to clean this up and go find somebody who can do this

369
00:23:15,680 --> 00:23:19,200
in one month. And that was good. It was a

370
00:23:19,200 --> 00:23:23,000
massive undertaking. And in five weeks we did a 50 page website

371
00:23:23,000 --> 00:23:26,600
and two 3 minute extremely high end videos. And

372
00:23:26,760 --> 00:23:29,600
you know, I think the deal is going to be closing this month or next

373
00:23:29,600 --> 00:23:33,450
and I'm curious to see how it played out in market. But this

374
00:23:33,450 --> 00:23:36,490
was a huge project for us about packaging a company.

375
00:23:37,050 --> 00:23:40,890
Yeah. And I, I would love to do more, but it

376
00:23:40,890 --> 00:23:44,490
was a totally cool assignment. Yeah. Yeah. I feel like

377
00:23:45,210 --> 00:23:48,970
I'll be part of some buy side agreements where you know,

378
00:23:48,970 --> 00:23:52,410
they, they want to do a private equity firm, wants to do a

379
00:23:52,410 --> 00:23:55,050
Bain study or a McKinsey study for

380
00:23:56,100 --> 00:23:59,700
several million dollars and they want to have that in the file

381
00:23:59,860 --> 00:24:03,180
just in case like this thing doesn't go well. They'll be like, well Bain told

382
00:24:03,180 --> 00:24:06,940
me it was going to be okay, you know, and they're like relying on like

383
00:24:06,940 --> 00:24:10,500
this report, which is like looking in a rearview mirror as far as I'm concerned,

384
00:24:10,660 --> 00:24:14,380
versus saying like, hey, you know, if you look at this as like a

385
00:24:14,380 --> 00:24:18,060
sports team, you know, instead of looking at like what happened

386
00:24:18,060 --> 00:24:21,580
last year and like have some expert or specialists trying to like

387
00:24:21,580 --> 00:24:25,400
forecast some keger, like, what if I just put the best

388
00:24:25,400 --> 00:24:29,080
fucking people on the field against this, you know, view

389
00:24:29,080 --> 00:24:32,720
the asset is like an opportunity and let me just swarm this asset

390
00:24:32,880 --> 00:24:36,600
with my best people. What do you think? Is it the Bain report for

391
00:24:36,600 --> 00:24:40,360
2 million or like the tactical deployment of 2

392
00:24:40,360 --> 00:24:43,680
million? Like what's a better use of proceeds?

393
00:24:44,160 --> 00:24:47,000
Because it drives me a little bit crazy and I want to talk to consumer

394
00:24:47,000 --> 00:24:50,160
on the inside. The monetization of 2 million is, you know,

395
00:24:50,160 --> 00:24:53,830
1.7 for the, the Bain name and 300,000 for the work, right? Yeah,

396
00:24:53,830 --> 00:24:56,670
exactly. And that's their model and God bless him, and I hope to be there

397
00:24:56,670 --> 00:25:00,470
someday. But you know, you and I both know that if I

398
00:25:00,470 --> 00:25:04,310
make something, they paid me 300 grand, I, I could deliver three

399
00:25:04,310 --> 00:25:07,750
times the value. But I have, you know, 11000 of the brand name.

400
00:25:08,070 --> 00:25:11,790
Yeah, sure. So, you know, that's just the business world

401
00:25:11,790 --> 00:25:14,870
and, and you and I will never fight that.

402
00:25:15,350 --> 00:25:19,040
Yeah, I'm not trying to fight that. I'm just trying to maybe

403
00:25:19,280 --> 00:25:22,800
use this as a means of communication

404
00:25:22,880 --> 00:25:26,680
to people that are listening to say, hey, what's my uses of my

405
00:25:26,680 --> 00:25:30,360
transaction fees? And would it be better if I just hired

406
00:25:30,360 --> 00:25:34,160
like an all star team to play for me, then 60

407
00:25:34,239 --> 00:25:37,880
pages of PowerPoint to put in a file. I don't know. Maybe you can think

408
00:25:37,880 --> 00:25:41,680
about that. You wrote this book called Time to Win Again, which we'll send over

409
00:25:41,680 --> 00:25:45,490
to you, that's just basically a caricature of like how to run your

410
00:25:45,490 --> 00:25:49,090
business like a sports team. 52 takeaways, take timeouts, you

411
00:25:49,090 --> 00:25:52,890
know, know your competition, take the

412
00:25:52,890 --> 00:25:56,330
points. You know, like all these different, like,

413
00:25:56,570 --> 00:25:59,849
you know, things. You'll like it. It's like, it's like good to great meets, like

414
00:25:59,849 --> 00:26:03,570
Where's Waldo? You'll, you'll, you'll appreciate. Dave, let's get that out right away. If

415
00:26:03,570 --> 00:26:06,930
you, I think I saw and you know, some of the background. Did you know

416
00:26:06,930 --> 00:26:10,770
for our podcast that, you know, you're a big team sports guy and

417
00:26:10,770 --> 00:26:14,570
a lot of approach things. I'm the same way. I grew up and still play

418
00:26:14,570 --> 00:26:18,390
sports and like play my big sports

419
00:26:18,390 --> 00:26:21,750
these days are I run, I ski, play tennis, I play golf.

420
00:26:22,070 --> 00:26:25,670
Okay. Yeah. Okay. I just got to Be set in. Golf club, you know, get

421
00:26:25,670 --> 00:26:29,430
at it. And it's so much fun. But, you know, it's like, I

422
00:26:29,430 --> 00:26:32,950
kind of run the agency, sort of like, I play soccer

423
00:26:32,950 --> 00:26:36,230
grind, and I play it like I'm the coach of the team. And we only

424
00:26:36,230 --> 00:26:39,830
have one expression at the agency. That's it. Which is, we win as a

425
00:26:39,830 --> 00:26:43,520
team, we lose as a team. Yeah. One of the. Yeah.

426
00:26:43,600 --> 00:26:47,440
One of the chapters of the book is, if you want more

427
00:26:47,440 --> 00:26:51,240
than five months in 29 days severance, okay. Will not give me

428
00:26:51,240 --> 00:26:54,280
a day more because that's the last day of the super bowl and the first

429
00:26:54,280 --> 00:26:57,519
day of preseason. If you're like a cfo, you're looking for more than that. You

430
00:26:57,519 --> 00:27:01,360
can't find one of 5,000 companies to work for that have more than like

431
00:27:01,360 --> 00:27:04,880
2 million of you. But, like, that's on you, bro. Like, that's your severance

432
00:27:04,880 --> 00:27:08,720
package. All right, So I want to do a little bit different with whatever

433
00:27:08,720 --> 00:27:12,340
time you have left. Yeah, good. I want to interview you a little bit for

434
00:27:12,340 --> 00:27:15,660
your way, bro, because I am. And I want your quotes.

435
00:27:15,980 --> 00:27:19,700
I am smitten with what you've done with the tournament. Oh, really? Thank you, dude.

436
00:27:19,700 --> 00:27:23,220
I think it's the coolest thing in the world. So I want to. I want

437
00:27:23,220 --> 00:27:27,060
to get just the origin story of how that came to you and how you

438
00:27:27,060 --> 00:27:30,620
decide to pursue it. And fast forward to today.

439
00:27:34,300 --> 00:27:38,060
This is Pete Moore. Here's the last tip for you of the podcast.

440
00:27:38,520 --> 00:27:41,240
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452
00:28:20,970 --> 00:28:24,530
we are already an authority in workouts, higher dose,

453
00:28:24,930 --> 00:28:28,610
check it out. There's a wholesale code. And we look

454
00:28:28,610 --> 00:28:31,890
forward to helping you augment your products and services

455
00:28:32,520 --> 00:28:36,080
to meet the demands of your members. And hey, let's get people

456
00:28:36,080 --> 00:28:39,920
happy, healthy and sweating. And the recovery should be

457
00:28:39,920 --> 00:28:41,160
just as. Good as the workout.

458
00:28:44,520 --> 00:28:48,200
Look like you play? I played soccer growing up. What position did you play?

459
00:28:48,760 --> 00:28:52,240
I played left. Everything. Because I was. I'm a lefty. Lefty. Okay,

460
00:28:52,240 --> 00:28:55,440
sounds a goalie. So I was always, like, the guy that, like, made sure we

461
00:28:55,440 --> 00:28:58,840
didn't lose, right? I'm not the guy who's like, did I? They're not holding me

462
00:28:58,840 --> 00:29:00,920
up at the end. They're like, you know, pat me on the back, be like,

463
00:29:00,920 --> 00:29:03,920
yo, bro, thanks for making sure I'm making that safe. So I've always been, like,

464
00:29:03,920 --> 00:29:07,460
in the background and try to, like, make other people win. And

465
00:29:07,460 --> 00:29:11,180
I've always played defense for some reason. I'm like, play middle linebacker and

466
00:29:11,180 --> 00:29:14,580
flag football. I play, like, roller hockey defense. You know, I'm third

467
00:29:14,580 --> 00:29:17,340
baseman on the team because I'm like the guy ready to take the shot, you

468
00:29:17,340 --> 00:29:20,180
know, when a softball comes or something like that, or a catcher.

469
00:29:21,060 --> 00:29:24,900
So that's like, my whole DNA is like, how do I help other people succeed?

470
00:29:25,300 --> 00:29:28,900
And I got lucky enough with Brockway Moran bought

471
00:29:28,900 --> 00:29:32,630
Gold's Gym. Scott, you'll love the story. First day I get there. August

472
00:29:32,630 --> 00:29:36,310
99. 8-1-99. They have. Everybody's around

473
00:29:36,310 --> 00:29:39,990
the conference room table down in Boca, and they have three deals.

474
00:29:39,990 --> 00:29:43,430
The first one is, we got an exclusive.

475
00:29:43,590 --> 00:29:47,070
We're under loi to buy this company that has a diagonal soap dispenser

476
00:29:47,070 --> 00:29:50,830
patent in the bathrooms of the airplanes and the blue

477
00:29:50,830 --> 00:29:54,590
chemicals. And I was like, I didn't want to catch eye contact with anyone

478
00:29:54,590 --> 00:29:58,030
because that wasn't very interesting to me. The second was an

479
00:29:58,030 --> 00:30:01,870
agricultural tank business, which, being from New York

480
00:30:01,950 --> 00:30:05,630
City area, like, I don't really know much about food except eating, which I'm

481
00:30:05,630 --> 00:30:09,230
really good at. And then. And then they're like, hey, we're gonna buy Gold's Gym

482
00:30:09,870 --> 00:30:13,630
with the largest Gold's Gym franchisee. And I'm like, hey, man, I was the

483
00:30:13,630 --> 00:30:17,230
interview athlete of the year back at Emory in 93. And

484
00:30:17,310 --> 00:30:21,110
I have a Gold's Gym tank top that fits and Gold's Gym

485
00:30:21,110 --> 00:30:23,830
membership. So can I be on the Gold Steel? And that's how I got drafted

486
00:30:23,830 --> 00:30:27,630
into the industry originally from there. And I had a

487
00:30:27,870 --> 00:30:31,550
banking background. So long story short, I ended up working

488
00:30:31,790 --> 00:30:35,150
at Broccoli Moran for about a year. Then I started up an Internet group that

489
00:30:35,150 --> 00:30:38,030
was an affiliate sister company of Gold's Gym.

490
00:30:38,750 --> 00:30:42,550
And then I came back to banking and started helping people buy

491
00:30:42,550 --> 00:30:46,230
and sell fitness companies. And I kept telling people I'm a health and

492
00:30:46,230 --> 00:30:49,830
wellness banker. And for some reason, I don't know what it is, dude,

493
00:30:49,830 --> 00:30:53,560
but if you say the word wellness enough, like, you start to get

494
00:30:53,560 --> 00:30:57,400
sick in your stomach because you don't like that word. Doesn't it's not.

495
00:30:57,400 --> 00:31:00,880
It's like saying, like, the word normal or saying, like, the word

496
00:31:00,880 --> 00:31:04,560
mediocre or saying, like, the word, like, vanilla. You know, it's just like, there's

497
00:31:04,560 --> 00:31:08,240
nothing that pops to it. And I googled the word, and I.

498
00:31:08,240 --> 00:31:12,040
It came out that there was a guy in the 1950s named Dr. Halbert

499
00:31:12,040 --> 00:31:15,720
Dunn who was a biostatistician at the Mayo Clinic. And

500
00:31:15,720 --> 00:31:18,960
he's looking at the data and he's like, oh, everyone's getting sick. I got to

501
00:31:18,960 --> 00:31:22,520
come up with the movement, you know, to get people healthy. So he basically came

502
00:31:22,520 --> 00:31:26,340
up the antonym of illness. So the wellness industry is

503
00:31:26,340 --> 00:31:30,100
the not sick industry. And then I started to say to myself and

504
00:31:30,100 --> 00:31:33,300
to Dave Ganlon, who's on my call here, I'm like, dude, I'm not gonna become,

505
00:31:33,300 --> 00:31:36,940
like, I'm not the health and wellness banker anymore, because I'm just, like, trying to

506
00:31:36,940 --> 00:31:40,380
make sure people don't get sick. Like, that's so boring. And, like, that's not, like,

507
00:31:40,380 --> 00:31:44,180
energetic, and that's not, like, it doesn't have anything to do with, like, winning. It

508
00:31:44,180 --> 00:31:47,740
doesn't have anything to do with, like, optimizing and, like, using science and, like,

509
00:31:48,380 --> 00:31:52,100
help motivating, inspiring people. So we got to come up with a different word.

510
00:31:52,100 --> 00:31:55,020
And then a couple months later, I literally wake up at three o' clock in

511
00:31:55,020 --> 00:31:58,520
the morning and, like, holy shit. Like, I'm like. I was playing Boggle with, like,

512
00:31:58,520 --> 00:32:02,000
my grandmother down in, like, Hallandale back in the day, and I'm, like,

513
00:32:02,000 --> 00:32:05,760
boggling it up. It's like, H A L O stands for health active

514
00:32:05,760 --> 00:32:09,400
lifestyle outdoors. And we're basically creating, like, this halo effect

515
00:32:09,720 --> 00:32:13,400
because once you come into the industry and change what you eat and change your.

516
00:32:13,560 --> 00:32:17,280
How you exercise and who you interact with and get off your couch, like,

517
00:32:17,280 --> 00:32:21,080
you. You're in, like, you don't get out. Like, you become a hilo evangelist, right?

518
00:32:21,560 --> 00:32:25,320
And I'm doing marathons instead of going to Panama City, you know, I'm going to

519
00:32:25,320 --> 00:32:28,720
wellness retreats instead of going to Vegas. You know, I'm talking to you about, like,

520
00:32:28,720 --> 00:32:32,360
what fitness studio I go to instead of, like, what movie I went to,

521
00:32:32,360 --> 00:32:35,800
what, you know, club I went to at night, right? So your whole lifestyle changes.

522
00:32:36,280 --> 00:32:39,960
So we've been using this term halo for now 8 years. I wish I knew

523
00:32:39,960 --> 00:32:43,760
you beforehand because we had a wellness retirement party, which was, like, a

524
00:32:43,760 --> 00:32:47,560
Weekend at Bernie's thing that we did before COVID like, blew out a cake

525
00:32:47,560 --> 00:32:50,750
and, like, try to get this word out of here. And we're coming out with

526
00:32:50,750 --> 00:32:54,470
an initiating coverage report on October 3rd. And what I want to do

527
00:32:54,470 --> 00:32:58,190
is basically be like Captain Halo. And I want people to be like, hey, I

528
00:32:58,190 --> 00:33:01,990
could invest in the Halo sector, which could be a connected fitness company. It

529
00:33:01,990 --> 00:33:05,790
could be a kayak company. It could be a wellness

530
00:33:06,110 --> 00:33:09,790
hotel. It could be a bicycle company, fitness

531
00:33:10,030 --> 00:33:13,670
recovery, anything related to living a better

532
00:33:13,670 --> 00:33:16,270
lifestyle. And that's the

533
00:33:17,560 --> 00:33:21,240
seven or eight years in. I want to ask a. A direct

534
00:33:21,320 --> 00:33:25,120
question. If you rate 0 being awful,

535
00:33:25,120 --> 00:33:28,680
10 being the best around the two dimensions

536
00:33:28,680 --> 00:33:32,480
of brand awareness and perception. Yeah,

537
00:33:32,480 --> 00:33:35,160
I've heard of that. And if I've heard of it, do I have a really

538
00:33:35,160 --> 00:33:38,920
positive image of Halo? Where do you think you are in those

539
00:33:38,920 --> 00:33:42,610
dimensions after eight years? I'd

540
00:33:42,610 --> 00:33:45,490
say the people in the industry have heard of it.

541
00:33:46,290 --> 00:33:50,050
I'd say they're positively inclined when they hear about. They like it.

542
00:33:50,290 --> 00:33:53,890
The problem is that few of them, like,

543
00:33:54,130 --> 00:33:57,850
turn it into, like, the way they talk. They know

544
00:33:57,850 --> 00:34:01,490
it's out there. They will use it. If they hear it from

545
00:34:01,730 --> 00:34:05,570
someone that uses it, they will respond to it. What's that called? Like,

546
00:34:05,570 --> 00:34:09,370
unaided or versus aided? Like, if you did, like, a. If we did

547
00:34:09,370 --> 00:34:13,080
a brand survey, it would be like. It would be like, aided. Someone's

548
00:34:13,080 --> 00:34:16,600
like, what industry you work in? They'll be like, I work in the health and

549
00:34:16,600 --> 00:34:20,440
fitness and wellness and sports and entertainment and outdoors lifestyle industry.

550
00:34:20,680 --> 00:34:24,360
Right? And I'll be like, yo, bro, why don't you just use Halo? Like, I've

551
00:34:24,360 --> 00:34:28,080
told you this ten times already. Like. Or even if, like, you've gone to my

552
00:34:28,080 --> 00:34:31,680
Halo academy or you've been on Halo talks. Dave, you could chime in on this

553
00:34:31,680 --> 00:34:35,160
too. But, like, so I'm. I'm constantly reminding people,

554
00:34:35,320 --> 00:34:38,870
like, use my term. And now I'm starting to put marketing

555
00:34:38,870 --> 00:34:42,270
dollars, which I might want your help with marketing dollars behind it to be like,

556
00:34:42,350 --> 00:34:46,070
hey, I'm not just gonna. Like, I'm not gonna just grassroots

557
00:34:46,070 --> 00:34:49,430
this thing anymore. Like, I'm gonna go and I'm gonna talk to this company that

558
00:34:49,430 --> 00:34:53,150
does a newsletter. It's gonna say, serving the health, active lifestyle, outdoor

559
00:34:53,150 --> 00:34:56,750
sector. I'm gonna put out initiated coverage report. You know, who's the.

560
00:34:56,750 --> 00:34:59,630
Who's the genius of all time at this? And I'm not. I'm not getting into

561
00:34:59,630 --> 00:35:03,350
politics, but Trump is with Matt and all of that

562
00:35:03,350 --> 00:35:07,090
stuff. He just develops a term or language

563
00:35:07,090 --> 00:35:10,570
and beats it to death and repeats, repeats, repeats,

564
00:35:10,570 --> 00:35:13,850
repeats until it's burned into your head, whether you like it or not.

565
00:35:14,810 --> 00:35:18,450
And he is the master practitioner at that he just pounds shit in your

566
00:35:18,450 --> 00:35:22,050
head and you can't forget it. So, so, so I'd

567
00:35:22,050 --> 00:35:25,770
say if on a scale of one to ten, I would say we're at.

568
00:35:26,250 --> 00:35:29,890
I'm at a two and a half right now. Okay. And I'm not happy about

569
00:35:29,890 --> 00:35:32,690
it because I've spent a lot of

570
00:35:33,650 --> 00:35:37,330
time, effort, energy, and some marketing dollars

571
00:35:37,490 --> 00:35:40,690
that have not responded, not

572
00:35:40,690 --> 00:35:44,530
economically. I was just interviewing this guy, Duff McDonald. By the way, we just

573
00:35:44,530 --> 00:35:48,210
did an awesome podcast this morning with this guy. He's like, just focus

574
00:35:48,210 --> 00:35:51,410
on the present. Don't focus on the numbers. The numbers are going to happen after

575
00:35:51,570 --> 00:35:54,810
you focus on the present. Focus on the present. You're going to win and you're

576
00:35:54,810 --> 00:35:58,470
going to execute. Then we'll talk about the numbers later. So point is, we

577
00:35:58,470 --> 00:36:02,230
spent a lot of capital and a lot of resources and I have this

578
00:36:02,230 --> 00:36:05,830
report coming out which will send a copy of you copy to you. And then

579
00:36:05,830 --> 00:36:08,430
we might have to hire you to help us. Be like, hey, man, I want

580
00:36:08,430 --> 00:36:11,950
every fucking private equity group to have this on their website. When you say,

581
00:36:12,030 --> 00:36:15,630
oh, I focus on consumer, industrial, you know, health and

582
00:36:15,630 --> 00:36:19,310
wellness. Like, no, dude, just put the word halo on your website. Like, I've asked

583
00:36:19,310 --> 00:36:22,870
you for seven years now as like a fever. I don't want to do it

584
00:36:22,870 --> 00:36:26,720
as a fever anymore. I want it to be. This is a category and I

585
00:36:26,720 --> 00:36:30,520
need you to. To note. I need you to acknowledge that this

586
00:36:30,520 --> 00:36:34,240
is a category. Just like the oil and gas industry is

587
00:36:34,240 --> 00:36:37,960
the energy industry. Somebody who works in financial services. I'll rant for a

588
00:36:37,960 --> 00:36:41,640
second that they're doing wealth management now. Nobody says, well, what do you do working

589
00:36:41,640 --> 00:36:45,480
for the service. No, dude, I'm in wealth management, you know. Right. That's how

590
00:36:45,480 --> 00:36:48,880
they say it, right? The guys in Vegas, they don't say, I'm in the gambling

591
00:36:48,880 --> 00:36:52,640
industry. I'm gaming and entertainment, you know, in the hospitality

592
00:36:52,640 --> 00:36:56,080
industry. Even if I have a red roof in. Everything you're saying is a thousand

593
00:36:56,080 --> 00:36:59,440
percent true. Yeah. So I need somebody to help me, like, take this thing and

594
00:36:59,440 --> 00:37:01,680
be like, hey, man, this is how you have to package it up and go

595
00:37:01,680 --> 00:37:05,360
from like a two and a half to like an eight in like 24 months.

596
00:37:05,440 --> 00:37:08,440
And then I could be Captain Halo. Like, I want to be as like, like

597
00:37:08,440 --> 00:37:11,920
a superhero and be like, hey, man, I just put $10 billion into

598
00:37:11,920 --> 00:37:15,520
like, solving loneliness, obesity, and diabetes. How's that?

599
00:37:16,570 --> 00:37:20,410
How's that, Mom? Tell my Jewish mother that I finally got my

600
00:37:20,490 --> 00:37:24,130
done, that I told her that I would be okay and, like, doing Good

601
00:37:24,130 --> 00:37:27,610
things. We'Ve seen positive, like

602
00:37:27,610 --> 00:37:31,170
Glean. Glean Scott. Like, like Chelsea

603
00:37:31,170 --> 00:37:34,850
Pierce did like a Halo event on unassed. Unaided.

604
00:37:34,850 --> 00:37:38,570
Right. That was super cool. We had a, a convention

605
00:37:38,570 --> 00:37:41,610
with. What was it? Pete? With Carmel's old company.

606
00:37:42,500 --> 00:37:46,260
Yeah, like Credit Swiss. We did, yeah, we did a Halo summit,

607
00:37:46,260 --> 00:37:50,100
which is awesome. Like everywhere and it. Yeah, Covid hit

608
00:37:50,100 --> 00:37:53,860
and then. But that guy, right, Like I. Carmel, he's now at Jeffries. He's

609
00:37:53,860 --> 00:37:57,060
an equity analyst. You can go on his LinkedIn. He says the Halo analyst. Yep.

610
00:37:57,060 --> 00:38:00,700
So he's like one of our boys now. He's a Halo analyst because I

611
00:38:00,700 --> 00:38:04,260
bought him like one of those conductor sticks that says like he's the Halo

612
00:38:04,260 --> 00:38:07,740
maestro. So he might be doing it just like payback, you know, like thanking me

613
00:38:07,740 --> 00:38:10,940
for that. But I, but I want the term to be out there because I

614
00:38:10,940 --> 00:38:13,780
don't want someone to be like out of wellness industry. Nobody made money in the

615
00:38:13,780 --> 00:38:17,620
wellness industry because nobody did really. You know, I want them to say

616
00:38:17,620 --> 00:38:20,820
like, hey man, I invested in Halo. Why isn't Dick Sporting Goods on the back

617
00:38:20,820 --> 00:38:23,980
of every health club website? Like, how do they not talk to each other?

618
00:38:24,620 --> 00:38:27,980
There's not one Dick Sporting goods that has a partnership with a health club yet

619
00:38:27,980 --> 00:38:31,020
everyone runs on a treadmill in a health club and then he's go buy a

620
00:38:31,020 --> 00:38:34,620
pair of sneaker. It doesn't make any sense. So I want to connect everything, dude,

621
00:38:34,620 --> 00:38:37,740
I want to connect it. I would try to do that. I probably should mention,

622
00:38:37,740 --> 00:38:41,280
and I'm. I'm embarrassed to say I haven't brought this up before

623
00:38:41,440 --> 00:38:45,200
this moment, that 17 years ago

624
00:38:45,200 --> 00:38:48,920
we rebranded Life Fitness line

625
00:38:48,920 --> 00:38:52,680
of exercise equipment for the world. You

626
00:38:52,680 --> 00:38:56,160
did the rebranding everything for a hot second they had a

627
00:38:56,160 --> 00:38:59,880
Halo technology plug in. By the way, if

628
00:38:59,880 --> 00:39:03,720
you go to. Our website and go, yeah, I gotta go check that in there.

629
00:39:03,720 --> 00:39:07,440
But I mean I, I'm like not connecting the dots here, but it's maybe the

630
00:39:07,440 --> 00:39:11,200
second biggest project we've ever done and then for about three and a

631
00:39:11,200 --> 00:39:14,560
half years. That's awesome. Yeah, so. So look,

632
00:39:15,360 --> 00:39:18,840
we make money on, on deals that we get done. You know, there's some

633
00:39:18,840 --> 00:39:22,640
advertising money that we make on like our podcast and doing our

634
00:39:23,040 --> 00:39:26,880
Halo Academy. But as you know, like as a banker, if

635
00:39:26,880 --> 00:39:30,360
I'm doing a three million dollar deal, a three million dollar investment, we make

636
00:39:30,360 --> 00:39:33,800
5%, 150 grand. Or I do a $50 million deal and make

637
00:39:33,800 --> 00:39:37,530
5%, you know, that changes everybody's lifestyle, you know, in the company and

638
00:39:37,530 --> 00:39:41,170
gets us into broader and bigger transactions. So we're working

639
00:39:41,170 --> 00:39:44,970
with some 5 billion dollar, 8 billion dollar funds right now on.

640
00:39:44,970 --> 00:39:48,730
On buy sides in the halo sector. But it's like I

641
00:39:48,730 --> 00:39:51,770
got a nudge up to be like, dude, can you fucking use my term already?

642
00:39:51,770 --> 00:39:55,090
Like, I got on stage with this guy and we paid him. What do you

643
00:39:55,090 --> 00:39:58,690
pay that guy? Fifteen grand. Fucking A.

644
00:40:00,460 --> 00:40:03,380
Oh, we're still on the podcast. I gotta be careful here. I didn't know we

645
00:40:03,380 --> 00:40:06,820
were still recording. Yeah, I'm just. That's right. God made

646
00:40:06,820 --> 00:40:10,580
editing. All right, we can edit this out. No. So

647
00:40:10,580 --> 00:40:13,460
I'm paying 15 grand. I'm up on stage, I'm like, hey, man, like, I paid

648
00:40:13,460 --> 00:40:16,860
you to use the halo term. Why are you using health, fitness, wellness,

649
00:40:16,860 --> 00:40:20,540
lifestyle and outdoors? Like. Like cut the

650
00:40:20,540 --> 00:40:24,060
time out, you know? Hey, can you get a. Scott a copy of the book

651
00:40:24,060 --> 00:40:27,690
and then get what's. Give me your. I need the. I need the quotes.

652
00:40:27,690 --> 00:40:31,410
Hit me with the quotes. Okay, so this

653
00:40:31,410 --> 00:40:34,850
has been descending, I mean, like a sequential order.

654
00:40:35,890 --> 00:40:39,530
My philosophy of life is the following. He who

655
00:40:39,530 --> 00:40:43,010
dies with the most beer stories wins. Right.

656
00:40:43,890 --> 00:40:47,650
Which is why my podcast is called Beer Source or Private Equity,

657
00:40:47,730 --> 00:40:51,010
because I believe that's what matters in life. And I have more beer stores than

658
00:40:51,010 --> 00:40:54,730
anybody I know. We'll get to that with you next. So I like that

659
00:40:54,730 --> 00:40:58,450
too. As I told you, the. The only credo or kind

660
00:40:58,450 --> 00:41:02,050
of, you know, reference in.

661
00:41:02,050 --> 00:41:05,690
In the agency is he, when is the team lose a team? Because it comes

662
00:41:05,690 --> 00:41:09,170
from my background in team sports and being an athlete and all of that stuff.

663
00:41:09,170 --> 00:41:12,170
And I think that the beneficial,

664
00:41:13,290 --> 00:41:17,050
impactful nature of that thought is incredibly

665
00:41:17,130 --> 00:41:20,180
powerful because it starts from day one with

666
00:41:20,740 --> 00:41:24,460
no personal, you know, ego or pushing

667
00:41:24,460 --> 00:41:27,740
somebody else out of the way. My name is not on the door for a

668
00:41:27,740 --> 00:41:30,260
reason. That's mine either. I walk the walk.

669
00:41:32,260 --> 00:41:36,060
In honor of the late great. May he rest in peace,

670
00:41:36,060 --> 00:41:39,860
Robert Redford today. Yes. Quote

671
00:41:39,860 --> 00:41:43,460
is, I can't swim. And then

672
00:41:43,460 --> 00:41:47,140
Paul Newman says, swimming, hell, the fall will kill you.

673
00:41:47,700 --> 00:41:51,060
And that's Cassidy. Oh, yeah.

674
00:41:52,820 --> 00:41:56,260
One of the five greatest moments in cinematic history. Yeah,

675
00:41:56,660 --> 00:42:00,460
we got. We got a quote glossary that we

676
00:42:00,460 --> 00:42:04,300
have at the bottom of our site, and we got some funny, funny

677
00:42:04,300 --> 00:42:08,060
videos up there. Well, look, man, it's a pleasure having you on. We could go

678
00:42:08,060 --> 00:42:11,580
off for hours here, but I'll be on your podcast. We picked up this up,

679
00:42:11,820 --> 00:42:15,660
and then let's catch up on the next one. Great to have you on, man.

680
00:42:15,660 --> 00:42:19,500
Go Halo. Go Monogram. Keep doing great things and we'll. I'll catch

681
00:42:19,500 --> 00:42:23,180
you on your podcast. Next week. Thank you. Good to see you, bro. Thanks.