How I Built This - TheNordstick – Revolutionizing Physical Therapy

WEBVTT

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He'll edit and make it look

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pretty and do all the

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little social cuts and stuff like that.

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Well, hey, Drew.

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Yeah.

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Hey, I'll do that a lot.

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I'll talk to him like, hey,

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edit that last part out.

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I don't know what the hell I was doing.

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And hope he's paying attention.

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I've just drawn attention to

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the thing I wanted him to edit.

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But Garrett Drumheller on the show.

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Garrett, welcome to the program, man.

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Yeah, thanks for having me.

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I've been a big fan of this podcast,

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so it's surreal to be able to be on it.

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I was listening to it all

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throughout PT school.

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I love having conversations

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with people who just said,

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I'm going to figure it out.

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And I feel like that's kind

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of true with a lot of

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physical therapists.

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And whether that's

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developing a product or...

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Taking a room full of

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treatment gear and figuring

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out a solution for one

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person that's not necessarily scalable,

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but for one person in one moment,

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I'm going to figure it out.

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I feel like physical

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therapists are

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figure-it-out kind of

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people and pretty practical.

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Would you agree?

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Yeah, I think so,

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for the most part at least.

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Yeah.

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All right, so I want to get into this.

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We're doing a series on

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physical therapists.

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Who've seen a problem, hopefully,

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hopefully seen a real

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problem and then said,

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I know how to way to solve this problem.

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So help the audience

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understand with what the

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story is for how you came

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up with the idea for your product.

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We'll start with Nordstick

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and there's other things

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that have also branched off of that.

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But what problem were you

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trying to solve and what

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was the inspiration for you

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to take that first step?

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Yeah, so in the beginning,

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I was a sports physical

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therapy resident at St.

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Francis University.

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Shout out to that.

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That was probably the most

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impactful experience in my

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physical therapy career.

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We were a small D1

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university with a low budget.

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I think for the whole season,

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it was like $30,000.

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And Pitt University was

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spending like $30,000 a game.

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So it was a really small budget.

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And I worked specifically

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with the football team all fall.

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and working alongside the

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athletic trainer.

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And I saw so many football

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players get a hamstring injury,

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specifically the wide

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receivers and the running backs.

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So we would be rehabbing them back,

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adding in hamstring curls

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and Nordic curls.

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And, uh,

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there were so many injuries that like,

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I can only hold so many

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buddies or so many people's

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feet down at the same time.

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And then we integrated that

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into our off season training, uh,

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to make sure we could

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hopefully like reduce that

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impact the next year.

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And, uh,

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we couldn't afford a Nord bench or

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Nordic bench.

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Uh, it was $600.

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Uh, so like the thing we rigged up,

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I actually got inspired from, uh,

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old posts by like Scott Morrison.

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he made, he took a bed sheet or no,

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he took a gate belt and put

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it under two sides of a

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door and looped it on somebody's feet.

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And I was like, that's pretty cool.

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But like,

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I think that's going to break a

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lot of door hinges.

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So I made something that was

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a little bit more gentle on

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the door hinge.

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I grabbed a ratchet strap

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and a rolling pin from my

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apartment and put some padding on it.

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And I brought it in and

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started using it with like

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some of the athletes I was working with.

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And then COVID hit.

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I got let go.

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And I was like,

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not struggling to figure out what to do.

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Looking for my next PT job,

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which was a very hard time

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to like find a job in

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sports physical therapy.

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I actually was looking to go

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do a division one sports

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fellowship or athletic training school.

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I just didn't know what the

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next step for me was.

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And my fiance kind of pushed me to

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create the Nordstick because she was like,

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you should just make

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something or sell something.

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And I was like, well,

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there's this thing I used

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at my old job that was pretty cool.

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And I would love to make it.

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I just don't know how.

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I ended up finding a similar

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product online,

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modifying it and creating

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my own design and then

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applying for a patent for it.

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And then six months later,

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it finally came to market

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in July of 2021.

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But

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Um, it was a long journey.

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I wanted to quit like multiple times.

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My fiance kept me going and told me like,

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do the next step.

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You can like, just, just see this one out.

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And I had 300.

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So I put all my life savings

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into it as a sports resident.

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Like I didn't have much money.

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And I just doubled down,

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put six thousand dollars in and was like,

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worst case scenario,

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I have three hundred of

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these to give to my future

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clients and like help them

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out because it really does

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help some people.

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Sure.

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But little did I know that

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it would actually be

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something that a lot of people wanted.

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And we sold our first three

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hundred in less than 30 days.

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Wow.

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And I went to my parents and I was like,

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this is amazing.

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Let's go.

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And I just didn't have the

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funds to make that next move.

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So I just took all my money again.

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My dad helped me out a

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little bit and we bought $3,000.

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And that was more than my car.

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It was over $30,000 worth of cost.

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And I was like,

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I'm either going to sink or

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I'm going to swim.

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So then I was laid off.

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transitioned into like

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business Garrett and dove

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into everything Amazon

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because I was just wanting to win.

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And those 3,000 sold in

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three months and the rest is history.

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250,000 sold since.

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And it's been a journey that

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I never dreamed of.

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250,000,

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that's half a million hamstrings

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that you've been a part of.

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Yeah.

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Yeah.

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Maybe.

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Yeah.

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Minimum.

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So, uh,

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and some people use it for sit-ups too.

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So it's, there's a mix of everything,

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but yeah, it's been really cool to, uh,

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make something that was

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gated by expensive

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equipment easy to access for everybody.

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And it was just a common

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thing I saw in physical therapy practice.

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Like when I would talk to

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clients and be like, well,

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we're gonna do some quad

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strengthening and some

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hamstring strengthening.

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And if they worked out at home,

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they were like, well, how do I do that?

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And it's relatively

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challenging without everybody says, oh,

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I'll deadlift.

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And it's like, okay,

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carry a barbell into your

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living room and see what

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your spouse says.

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It's not as easy as you think.

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So this became that easier solution.

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And yeah, it's been a wild ride,

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but a dream come true.

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Before I move on to the next

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part of the journey,

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I want to highlight the

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things that I was jotting down.

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And the two things,

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the two words that popped

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up were necessity.

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I came from a radio

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broadcasting background.

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My marketing budget every

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year for a radio station that brought in

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five million dollars a year

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was zero dollars so we had

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to be resourceful

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essentially the the general

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manager would say well I

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gave you a radio station

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and a van and staff if you

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can't use that yeah to

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bring in money to then

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spend it I need to find a

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new guy so it sounds like

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you're low budget you're

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talking about what your

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budget was for the year

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versus these larger d1

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schools were spending on

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that on a game on a they

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were they were buying they

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were buying there was our t-shirt budget

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Yeah, yeah.

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And so you had to be resourceful.

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Your necessity,

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they say necessity is the

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mother of invention.

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You had necessity.

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And that seems like a limitation,

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but when people look at it like you,

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it becomes sort of an opportunity.

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Yeah.

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And the bigger thing to that

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was actually when I lost my income,

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when I was done being a

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resident because of COVID,

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I needed to pay the bill somehow.

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So I had a few dollars left and I was like,

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well, I'm going to go all in.

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If I sell these, I can make like $10,000.

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I didn't actually make that.

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I did the math wrong.

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But I thought I could make that.

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And I was like,

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that'll carry me through

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like four or five months

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and maybe a sports

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opportunity will pop up.

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But it was like I needed I

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needed to pay my bills.

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Luckily,

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like student loans weren't being paid,

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but like there were bills

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that needed to be paid.

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And it was it was that if I kept my PT job,

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I probably wouldn't have

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ever had the pressure to chase this.

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And that was the second word.

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Necessity was the first word.

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The second word I wrote down

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was your openness or

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openness to change your openness to say,

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OK, if I can't do this this way.

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Let me be open to trying it this way.

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So your openness to see

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those opportunities,

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but then actually take them.

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Yeah, yeah,

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that was definitely a big part.

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Even throughout like my

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physical therapy journey,

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I never worked in a clinic

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with all the fancy toys.

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So you're always trying to

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like figure things out.

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If you don't have a leg extension,

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you're using like your arm

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to create that resistance for somebody.

00:08:35.441 --> 00:08:35.821
And yeah,

00:08:36.000 --> 00:08:37.763
and that's what really inspired

00:08:37.802 --> 00:08:38.722
this product is like

00:08:38.864 --> 00:08:39.903
finding a way so I didn't

00:08:39.923 --> 00:08:41.065
have to hold sweaty feet

00:08:41.145 --> 00:08:42.466
all the time to get a good

00:08:42.506 --> 00:08:43.548
hamstring exercise.

00:08:44.541 --> 00:08:45.802
Someone else's problem or

00:08:45.902 --> 00:08:46.922
solve your own problem of

00:08:46.961 --> 00:08:48.042
how to avoid sweaty feet.

00:08:48.482 --> 00:08:48.722
Yeah.

00:08:49.003 --> 00:08:49.822
Yeah, exactly.

00:08:50.082 --> 00:08:50.783
And then they wanted

00:08:50.844 --> 00:08:52.803
something to bring on like

00:08:52.844 --> 00:08:54.764
their travel trips and put

00:08:54.784 --> 00:08:55.684
in their dorm room.

00:08:56.485 --> 00:08:58.546
So it was really a win win.

00:08:59.167 --> 00:08:59.986
But I just didn't.

00:09:00.527 --> 00:09:01.667
think I would ever sell to

00:09:01.767 --> 00:09:02.727
over 100 different

00:09:02.748 --> 00:09:05.008
countries and all these people.

00:09:05.087 --> 00:09:06.428
So it's been really cool.

00:09:06.808 --> 00:09:07.788
So you mentioned there were

00:09:07.828 --> 00:09:09.049
some challenges along the way.

00:09:09.070 --> 00:09:10.250
And I do want to highlight this.

00:09:10.289 --> 00:09:11.129
What I don't want to make

00:09:11.169 --> 00:09:12.451
this look like is the highlight reel.

00:09:12.510 --> 00:09:13.471
So I do want to give you an

00:09:13.510 --> 00:09:15.471
opportunity to talk about some of those.

00:09:15.490 --> 00:09:16.532
So what were the biggest

00:09:16.631 --> 00:09:18.032
challenges that you

00:09:18.091 --> 00:09:19.793
encountered in the early

00:09:19.812 --> 00:09:21.832
stages of developing your product?

00:09:22.192 --> 00:09:23.053
How'd you overcome them?

00:09:23.073 --> 00:09:23.894
And what else popped up?

00:09:24.533 --> 00:09:25.854
yeah so so this is something

00:09:25.894 --> 00:09:26.735
that I talk to a lot of

00:09:26.774 --> 00:09:28.355
people with exciting ideas

00:09:28.514 --> 00:09:30.716
about is it does seem like

00:09:30.796 --> 00:09:31.975
because our trajectory has

00:09:32.015 --> 00:09:33.937
been so crazy that it's

00:09:34.116 --> 00:09:35.356
easy and anybody could do

00:09:35.397 --> 00:09:37.518
this but I would be lying

00:09:37.577 --> 00:09:38.918
if I said I didn't get

00:09:38.957 --> 00:09:42.119
really lucky I happened to

00:09:42.259 --> 00:09:45.320
sell a product that had growing interest

00:09:46.244 --> 00:09:46.323
Uh,

00:09:46.563 --> 00:09:48.524
and I didn't know that I didn't know

00:09:48.544 --> 00:09:49.884
what a search term was or

00:09:49.924 --> 00:09:50.945
search volume was.

00:09:50.965 --> 00:09:51.846
Um,

00:09:52.105 --> 00:09:53.785
but I did have something that there was

00:09:53.826 --> 00:09:54.966
more and more Google

00:09:54.985 --> 00:09:56.346
searches for every month

00:09:56.567 --> 00:09:58.407
when I was going into, uh, into it.

00:09:58.807 --> 00:09:59.768
So I got lucky there.

00:09:59.788 --> 00:09:59.827
Um,

00:10:00.548 --> 00:10:02.768
but then the biggest thing was like a

00:10:02.847 --> 00:10:04.448
financial struggle of like,

00:10:04.969 --> 00:10:06.089
this was everything I had.

00:10:06.208 --> 00:10:09.669
So if I lost, uh, then I had nothing left.

00:10:09.929 --> 00:10:11.471
And my thoughts were, I was 26, like,

00:10:13.072 --> 00:10:13.913
If I lose now,

00:10:13.932 --> 00:10:15.673
I have time to make up for it.

00:10:16.715 --> 00:10:18.676
But that's not an easy

00:10:18.716 --> 00:10:20.716
decision for people at all times.

00:10:20.756 --> 00:10:21.557
And I was fortunate enough.

00:10:21.597 --> 00:10:22.639
I just go live with my

00:10:22.698 --> 00:10:23.820
parents if I couldn't pay

00:10:23.879 --> 00:10:24.899
rent or whatever.

00:10:24.919 --> 00:10:26.861
I have a really good support system.

00:10:27.322 --> 00:10:28.182
And they actually like

00:10:28.482 --> 00:10:29.943
helped me early on package

00:10:30.183 --> 00:10:31.725
all of my products and send

00:10:31.745 --> 00:10:33.186
them out for free.

00:10:33.206 --> 00:10:35.847
I ended up paying them really quickly.

00:10:35.868 --> 00:10:35.927
But.

00:10:37.649 --> 00:10:38.289
In the beginning,

00:10:38.450 --> 00:10:39.250
we were doing it in my

00:10:39.289 --> 00:10:40.850
parents like dining room.

00:10:41.432 --> 00:10:42.451
We would fill the whole room

00:10:42.532 --> 00:10:43.732
and it would be a conveyor

00:10:43.753 --> 00:10:45.453
belt across the dining room table,

00:10:45.514 --> 00:10:47.215
just like slapping labels on these.

00:10:48.115 --> 00:10:51.077
So I had an amazing family to support me.

00:10:51.177 --> 00:10:52.438
But if I didn't have all

00:10:52.479 --> 00:10:53.779
those things and a fiance

00:10:53.799 --> 00:10:56.041
that kept telling me at every roadblock,

00:10:56.100 --> 00:10:58.403
keep going, I would have backed off.

00:10:59.143 --> 00:11:01.404
So, yeah, it takes an army,

00:11:01.904 --> 00:11:03.525
even though I appear like a

00:11:03.625 --> 00:11:06.107
one man person, like a one man company.

00:11:07.006 --> 00:11:08.187
There's an army behind me

00:11:08.347 --> 00:11:09.830
and without my family and

00:11:09.929 --> 00:11:10.909
without my fiance,

00:11:11.110 --> 00:11:12.631
it would have never became a thing.

00:11:13.613 --> 00:11:14.452
But yeah,

00:11:14.613 --> 00:11:15.734
going back to something I think

00:11:15.754 --> 00:11:16.934
we talked about earlier is

00:11:17.014 --> 00:11:18.556
just showing up every day

00:11:18.576 --> 00:11:20.418
and like being ready for

00:11:20.457 --> 00:11:21.899
that butt kicking that

00:11:21.918 --> 00:11:22.919
you're going to get and

00:11:22.960 --> 00:11:24.480
just being convinced that

00:11:24.520 --> 00:11:25.701
like you're going to try to

00:11:25.741 --> 00:11:26.722
solve a problem and figure

00:11:26.743 --> 00:11:27.803
it out however you can.

00:11:27.823 --> 00:11:30.885
And I always use the analogy

00:11:30.966 --> 00:11:32.206
like you just tread water

00:11:32.246 --> 00:11:33.288
in the ocean long enough to

00:11:33.307 --> 00:11:33.969
catch the wave.

00:11:34.509 --> 00:11:35.149
You don't know when that

00:11:35.169 --> 00:11:35.929
wave is going to come,

00:11:35.990 --> 00:11:38.071
but I caught it early in my journey.

00:11:38.971 --> 00:11:40.972
And I've been just riding it ever since,

00:11:41.092 --> 00:11:43.073
trying to figure things out while I go.

00:11:43.573 --> 00:11:46.275
What was the scariest moment

00:11:46.336 --> 00:11:47.336
that you thought you might

00:11:47.376 --> 00:11:48.657
not be able to tread anymore?

00:11:49.018 --> 00:11:51.899
Was there a point before the

00:11:51.938 --> 00:11:53.779
trajectory really took off that you said,

00:11:54.301 --> 00:11:55.500
I'm really close to pulling

00:11:55.520 --> 00:11:56.081
the plug on this?

00:11:58.807 --> 00:12:00.149
At each point in the journey,

00:12:00.408 --> 00:12:01.750
those moments just get bigger.

00:12:02.570 --> 00:12:04.971
So whenever anything's new to you,

00:12:05.152 --> 00:12:06.192
it's going to seem scary.

00:12:06.212 --> 00:12:08.534
So what scary was in the

00:12:08.554 --> 00:12:10.636
beginning seems like nothing now.

00:12:10.976 --> 00:12:13.278
I have 10 experiences of that every day.

00:12:13.839 --> 00:12:15.539
But I think every time,

00:12:15.580 --> 00:12:16.941
like when you place your

00:12:16.980 --> 00:12:18.682
first order for over $100,000,

00:12:18.682 --> 00:12:21.325
that's like a lot of money

00:12:21.365 --> 00:12:22.346
going out of your account

00:12:22.385 --> 00:12:23.306
and you're hoping that it

00:12:23.365 --> 00:12:24.267
hit the right account.

00:12:25.087 --> 00:12:25.847
So that's scary.

00:12:27.469 --> 00:12:28.208
And that was probably the

00:12:28.269 --> 00:12:29.109
most memorable one.

00:12:29.590 --> 00:12:30.970
But all along,

00:12:31.470 --> 00:12:32.950
there's so many moments that

00:12:32.990 --> 00:12:34.510
are challenging and you

00:12:34.551 --> 00:12:35.770
just get conditioned and

00:12:35.811 --> 00:12:37.571
learn and experience with

00:12:37.630 --> 00:12:38.890
it just like anything.

00:12:39.171 --> 00:12:40.932
And then those challenges

00:12:41.011 --> 00:12:42.951
become little hurdles and a

00:12:43.432 --> 00:12:44.452
regular occurrence that

00:12:44.493 --> 00:12:45.572
just kind of callous you up

00:12:45.633 --> 00:12:47.493
and build you into the person you are.

00:12:47.513 --> 00:12:48.753
All right.

00:12:48.773 --> 00:12:49.553
So let's walk through the

00:12:50.053 --> 00:12:51.153
tactical process.

00:12:52.091 --> 00:12:54.052
You get asked this more than

00:12:54.072 --> 00:12:54.991
a couple times a week from

00:12:55.011 --> 00:12:56.292
other PTs who have watched

00:12:56.331 --> 00:12:57.352
your journey and then sort

00:12:57.393 --> 00:12:58.413
of had that idea maybe in

00:12:58.432 --> 00:13:00.293
their gut and said, maybe I can do this.

00:13:00.774 --> 00:13:02.394
So talk about what the

00:13:02.474 --> 00:13:04.075
process is from taking your

00:13:04.115 --> 00:13:06.455
idea from concept, from rolling pin,

00:13:06.875 --> 00:13:07.936
to tangible product.

00:13:08.176 --> 00:13:10.836
How did you approach design, prototyping,

00:13:10.976 --> 00:13:12.277
color, manufacturing,

00:13:12.677 --> 00:13:13.496
all those things which

00:13:13.697 --> 00:13:14.538
aren't in the physical

00:13:14.597 --> 00:13:15.597
therapist playbook?

00:13:16.217 --> 00:13:18.561
yeah so I chose gray because

00:13:18.942 --> 00:13:20.504
uh gray was a color that I

00:13:20.543 --> 00:13:21.784
thought the least amount of

00:13:21.804 --> 00:13:22.947
people would have a strong

00:13:22.986 --> 00:13:24.889
opinion about okay so there

00:13:24.928 --> 00:13:25.931
wasn't much thought there

00:13:25.951 --> 00:13:27.412
uh when I was thinking

00:13:27.472 --> 00:13:29.956
about price uh I thought in

00:13:29.995 --> 00:13:31.817
my head that like twenty

00:13:31.857 --> 00:13:33.720
dollars is really easy to make a purchase

00:13:34.341 --> 00:13:35.442
When does that stop?

00:13:35.802 --> 00:13:37.884
And for me at $50 is when it

00:13:38.105 --> 00:13:38.804
requires thought.

00:13:39.306 --> 00:13:40.846
So between 20 and 50 is $34.95.

00:13:41.246 --> 00:13:44.129
So I just chose the exact

00:13:44.169 --> 00:13:46.552
midpoint of emotionally where I was.

00:13:46.692 --> 00:13:48.214
I didn't know like price

00:13:48.254 --> 00:13:49.375
strategy or anything.

00:13:50.294 --> 00:13:51.677
So that's how I came to that.

00:13:51.876 --> 00:13:53.638
My fiance is a very good artist.

00:13:53.879 --> 00:13:54.919
She actually drew up the

00:13:54.960 --> 00:13:56.221
sketch and like helped with

00:13:56.260 --> 00:13:57.481
the design of it.

00:13:58.385 --> 00:13:59.927
But then the hardest thing

00:13:59.966 --> 00:14:01.027
was finding somebody who

00:14:01.047 --> 00:14:02.246
could actually make it.

00:14:02.567 --> 00:14:03.207
Sure.

00:14:03.488 --> 00:14:05.168
And how that came to be was

00:14:05.187 --> 00:14:06.188
I just found somebody who

00:14:06.208 --> 00:14:07.229
made something similar,

00:14:07.688 --> 00:14:09.490
who has experience in the same realm.

00:14:09.730 --> 00:14:10.649
So somebody who had a

00:14:11.129 --> 00:14:12.291
fitness equipment background,

00:14:12.331 --> 00:14:14.412
who maybe made some other

00:14:14.471 --> 00:14:15.231
things that required a

00:14:15.272 --> 00:14:17.052
plastic mold and foam.

00:14:17.653 --> 00:14:18.572
And once I knew they had

00:14:18.633 --> 00:14:20.333
those resources on their products,

00:14:20.453 --> 00:14:21.974
they were able to combine

00:14:22.033 --> 00:14:23.195
everything and piece it together.

00:14:24.918 --> 00:14:25.859
The one thing I learned

00:14:26.278 --> 00:14:27.179
throughout my journey is

00:14:27.220 --> 00:14:28.620
the importance of trusting

00:14:28.660 --> 00:14:29.381
a good partner.

00:14:29.402 --> 00:14:31.683
I had an amazing partner for

00:14:31.724 --> 00:14:32.323
my first 100,000 units, but

00:14:34.662 --> 00:14:35.142
Recently,

00:14:35.202 --> 00:14:36.764
I've transitioned to a new partner,

00:14:37.224 --> 00:14:39.426
and it's just unlocked a whole new level.

00:14:40.167 --> 00:14:41.727
When I talk about having an army,

00:14:42.948 --> 00:14:44.429
he is truly the most

00:14:44.889 --> 00:14:46.351
important person to this

00:14:46.412 --> 00:14:48.192
company because his ability

00:14:48.253 --> 00:14:49.714
to design things and create

00:14:49.734 --> 00:14:51.615
things is at a whole other level.

00:14:52.015 --> 00:14:54.097
I spitball so many ideas at him.

00:14:54.658 --> 00:14:56.139
So having somebody who can

00:14:56.220 --> 00:14:58.662
actually execute a design is a challenge.

00:14:59.201 --> 00:15:01.144
But if you don't find people

00:15:01.244 --> 00:15:02.784
who can make something similar,

00:15:02.965 --> 00:15:04.466
it's going to cost so much

00:15:04.547 --> 00:15:06.107
to start up with molds and

00:15:06.168 --> 00:15:07.929
everything that it makes it

00:15:08.009 --> 00:15:08.890
really impossible.

00:15:09.211 --> 00:15:11.072
So I needed to somehow cut

00:15:11.131 --> 00:15:12.293
costs where you don't have

00:15:12.332 --> 00:15:13.494
to pay the mold for the foam.

00:15:13.514 --> 00:15:14.434
You already make that.

00:15:15.056 --> 00:15:16.417
You already have nylon.

00:15:16.437 --> 00:15:18.077
You already have a door anchor.

00:15:18.958 --> 00:15:20.640
Maybe you only had to pay for one mold.

00:15:21.280 --> 00:15:22.322
Let's make this happen.

00:15:23.222 --> 00:15:24.344
So it was just being

00:15:24.384 --> 00:15:25.825
creative there and thinking

00:15:25.884 --> 00:15:26.625
outside of the box.

00:15:27.480 --> 00:15:29.402
And now what I do is I go to

00:15:29.581 --> 00:15:31.763
REI because rock climbing

00:15:31.802 --> 00:15:33.383
gear really inspires me for

00:15:33.423 --> 00:15:34.323
a lot of our products.

00:15:34.683 --> 00:15:35.984
Because if their products break,

00:15:36.703 --> 00:15:37.585
bad things happen.

00:15:38.605 --> 00:15:39.706
So that's been the biggest

00:15:39.765 --> 00:15:40.985
inspiration going forward

00:15:41.066 --> 00:15:43.167
is like rock climbing gear

00:15:43.187 --> 00:15:44.226
and thinking outside of the

00:15:44.307 --> 00:15:45.567
box to kind of...

00:15:47.327 --> 00:15:48.509
re-imagine what's possible

00:15:48.669 --> 00:15:50.110
from a physical therapy or

00:15:50.211 --> 00:15:52.312
an equipment standpoint uh

00:15:52.393 --> 00:15:53.413
because the fitness

00:15:53.453 --> 00:15:54.975
equipment all looks the

00:15:55.015 --> 00:15:55.756
same and it's kind of

00:15:55.797 --> 00:15:56.758
stayed the same a lot of

00:15:56.798 --> 00:15:58.339
people copy each other sure

00:15:58.359 --> 00:15:59.100
and we're trying to make

00:15:59.159 --> 00:16:00.020
things that like didn't

00:16:00.081 --> 00:16:02.504
exist uh because there's

00:16:02.543 --> 00:16:03.585
more things that don't

00:16:03.684 --> 00:16:05.966
exist now than do exist and

00:16:06.006 --> 00:16:06.827
that's really hard for

00:16:06.868 --> 00:16:09.791
people to understand yeah so

00:16:10.509 --> 00:16:12.610
That's kind of a sporadic

00:16:12.791 --> 00:16:14.312
way of going through the whole journey.

00:16:14.393 --> 00:16:15.774
But you need to make sure, one,

00:16:15.793 --> 00:16:17.274
that there's interest and

00:16:17.335 --> 00:16:19.837
organic interest and that search volume.

00:16:20.317 --> 00:16:20.577
Two,

00:16:20.778 --> 00:16:23.081
you have to make sure that you're not

00:16:23.221 --> 00:16:24.261
just creating a solution.

00:16:24.282 --> 00:16:25.123
You're solving a real

00:16:25.202 --> 00:16:27.125
problem that people want to pay for.

00:16:27.725 --> 00:16:28.446
And then three,

00:16:28.505 --> 00:16:29.306
you want to make sure you

00:16:29.346 --> 00:16:30.486
create a solution that

00:16:30.606 --> 00:16:32.568
costs less than the value

00:16:32.589 --> 00:16:33.509
you're giving somebody.

00:16:33.789 --> 00:16:34.149
Of course.

00:16:34.250 --> 00:16:36.892
So you can't solve a ten

00:16:36.912 --> 00:16:37.871
dollar problem with one

00:16:37.892 --> 00:16:39.354
hundred thousand dollar solution.

00:16:39.754 --> 00:16:41.475
It has to be a five dollar

00:16:41.514 --> 00:16:43.196
solution for a fifteen

00:16:43.235 --> 00:16:44.657
dollar problem to make it work.

00:16:45.398 --> 00:16:47.099
And if you have those three things,

00:16:47.519 --> 00:16:49.020
I believe you can get started.

00:16:49.821 --> 00:16:51.601
But it's there's a lot more

00:16:51.662 --> 00:16:52.942
to it outside of that that

00:16:53.083 --> 00:16:54.784
I'd be happy to chat with anybody about.

00:16:55.937 --> 00:16:57.097
uh, the words I write down,

00:16:57.138 --> 00:16:58.198
I usually take little notes.

00:16:58.879 --> 00:17:00.500
I heard people like that was

00:17:00.519 --> 00:17:01.520
the thing over and over again.

00:17:01.561 --> 00:17:03.142
Like Garrett didn't need to

00:17:03.182 --> 00:17:04.603
become an expert in foam.

00:17:05.022 --> 00:17:05.923
Garrett needed to find a

00:17:05.983 --> 00:17:07.644
person who knew foam or

00:17:07.704 --> 00:17:09.747
molds way better than you would.

00:17:09.787 --> 00:17:11.086
If you had 10 years to study it,

00:17:11.448 --> 00:17:12.888
that's a way to save time

00:17:13.068 --> 00:17:15.309
expertise and sort of

00:17:15.390 --> 00:17:16.611
leverage or hedge your bet

00:17:16.631 --> 00:17:17.311
against failure.

00:17:17.332 --> 00:17:18.992
If you have an expert that can do that,

00:17:19.272 --> 00:17:20.374
that's trusting in people.

00:17:21.038 --> 00:17:22.239
Yeah, a hundred percent.

00:17:22.538 --> 00:17:23.878
And yeah,

00:17:24.098 --> 00:17:26.099
my partner now is definitely the

00:17:26.119 --> 00:17:26.760
best in the world.

00:17:27.320 --> 00:17:28.320
He has created,

00:17:28.340 --> 00:17:32.403
I can't share because it's private,

00:17:32.482 --> 00:17:34.144
but he has created probably

00:17:34.263 --> 00:17:35.984
the biggest fitness product

00:17:36.345 --> 00:17:39.086
in the US market currently.

00:17:40.701 --> 00:17:41.982
He played a key role in that.

00:17:42.483 --> 00:17:44.026
And I'm not going to say any

00:17:44.066 --> 00:17:44.645
more than that,

00:17:44.746 --> 00:17:46.087
but he has experience

00:17:46.107 --> 00:17:47.469
scaling a brand from zero

00:17:47.528 --> 00:17:50.532
to hundreds or multiple million dollars.

00:17:50.873 --> 00:17:53.816
And every physical therapy clinic has one.

00:17:54.115 --> 00:17:57.079
So I he without him.

00:17:57.819 --> 00:17:58.319
So yeah,

00:17:58.759 --> 00:18:00.000
it would be very hard to get where

00:18:00.040 --> 00:18:00.461
I am now.

00:18:01.040 --> 00:18:02.280
And the second thing I wrote down,

00:18:02.300 --> 00:18:03.582
it wasn't a word, it was three,

00:18:04.221 --> 00:18:05.981
in terms of you paying

00:18:06.021 --> 00:18:08.242
attention to other things on the market.

00:18:08.722 --> 00:18:09.603
I love the fact that you're

00:18:09.623 --> 00:18:11.483
at REI because that's where

00:18:11.723 --> 00:18:13.984
fit or people who want to be fit go,

00:18:14.424 --> 00:18:15.164
but it's not necessarily

00:18:15.184 --> 00:18:16.724
where fitness equipment is, right?

00:18:16.744 --> 00:18:19.625
You'd go to a fitness equipment store,

00:18:19.685 --> 00:18:21.727
you'd Google that, but REI is similar,

00:18:22.166 --> 00:18:23.047
but it's on the edge.

00:18:23.086 --> 00:18:23.906
So the thing I wrote down

00:18:23.948 --> 00:18:25.048
was you're looking, you're watching,

00:18:25.067 --> 00:18:25.508
you're learning.

00:18:26.174 --> 00:18:26.394
Yeah.

00:18:26.694 --> 00:18:27.516
Yeah.

00:18:27.675 --> 00:18:28.896
No, that's definitely important.

00:18:29.416 --> 00:18:30.397
And for me,

00:18:30.738 --> 00:18:31.798
I don't want to create things

00:18:31.838 --> 00:18:32.779
that look like everybody

00:18:32.859 --> 00:18:33.839
else because then you're

00:18:33.880 --> 00:18:35.201
just a sea of gray cars

00:18:35.560 --> 00:18:36.521
driving down the street.

00:18:37.082 --> 00:18:38.242
I want to find a way to be

00:18:38.282 --> 00:18:39.503
that purple car that you're

00:18:39.523 --> 00:18:40.765
going to remember and like

00:18:40.805 --> 00:18:42.046
will truly make an impact.

00:18:43.267 --> 00:18:45.509
And other areas are way more

00:18:45.528 --> 00:18:46.528
advanced than fitness

00:18:46.568 --> 00:18:47.289
because there's not very

00:18:47.309 --> 00:18:48.590
good margins in selling

00:18:48.631 --> 00:18:49.332
fitness equipment.

00:18:50.532 --> 00:18:52.513
And there's innovation in everywhere.

00:18:52.933 --> 00:18:54.055
I walk through Lowe's.

00:18:54.115 --> 00:18:55.717
I walk through one of the

00:18:55.757 --> 00:18:56.778
products I'm working through.

00:18:56.978 --> 00:18:57.958
I found inspiration at

00:18:58.019 --> 00:19:01.480
Lowe's with an adjustable ladder.

00:19:01.721 --> 00:19:02.721
So you don't know where

00:19:02.741 --> 00:19:03.383
that's going to come,

00:19:03.423 --> 00:19:05.044
but you just stay curious

00:19:05.124 --> 00:19:06.244
and constantly are looking

00:19:06.305 --> 00:19:07.066
at different things.

00:19:08.326 --> 00:19:10.688
And if you're swimming in

00:19:10.708 --> 00:19:11.587
the water long enough,

00:19:11.607 --> 00:19:12.627
you'll find those things.

00:19:12.808 --> 00:19:13.469
There's that wave.

00:19:13.489 --> 00:19:14.108
All right,

00:19:14.209 --> 00:19:15.829
so you talked about this a little bit,

00:19:15.849 --> 00:19:16.630
but I wanted to make sure

00:19:16.650 --> 00:19:18.050
you had a chance to answer it fully.

00:19:18.171 --> 00:19:20.092
How did you validate the

00:19:20.211 --> 00:19:22.212
market for Nordstick?

00:19:22.272 --> 00:19:23.232
What steps did you take to

00:19:23.292 --> 00:19:24.354
make sure there was a demand?

00:19:24.374 --> 00:19:24.493
I mean,

00:19:24.513 --> 00:19:25.654
you kind of alluded to the fact

00:19:25.694 --> 00:19:26.035
that like...

00:19:26.815 --> 00:19:28.455
You really weren't sure if there was.

00:19:28.876 --> 00:19:30.258
How did you initially get

00:19:30.377 --> 00:19:32.558
and market to that target audience?

00:19:33.200 --> 00:19:37.502
So I didn't know anything related to that.

00:19:37.843 --> 00:19:39.565
I got lucky to start.

00:19:40.224 --> 00:19:41.605
So I had no clue what the

00:19:41.645 --> 00:19:43.126
search volume was for Nordic Girl.

00:19:44.008 --> 00:19:45.028
I didn't even know that was

00:19:45.068 --> 00:19:46.128
something I should look up.

00:19:46.930 --> 00:19:48.431
So now I know that that's

00:19:48.471 --> 00:19:49.412
something you should look up.

00:19:49.711 --> 00:19:51.133
But I just put it on Amazon.

00:19:51.492 --> 00:19:52.653
And the fortunate thing

00:19:52.713 --> 00:19:54.496
about Amazon a few years ago,

00:19:54.576 --> 00:19:55.876
it's drastically changed now.

00:19:56.717 --> 00:19:57.877
But if you have a good idea

00:19:57.958 --> 00:19:59.219
and their search volume for it,

00:19:59.878 --> 00:20:00.759
like you can sell.

00:20:01.460 --> 00:20:02.580
And that's how we did our

00:20:02.621 --> 00:20:05.482
first over 100,000 orders

00:20:05.583 --> 00:20:07.084
is just collecting the

00:20:07.144 --> 00:20:08.384
attention that Amazon was

00:20:08.464 --> 00:20:10.826
getting and funneling it to our product.

00:20:11.307 --> 00:20:12.126
Now we have multiple

00:20:12.166 --> 00:20:13.147
knockoffs and we're trying

00:20:13.188 --> 00:20:14.429
to build like a brand that

00:20:15.388 --> 00:20:17.931
truly expands past this product.

00:20:18.471 --> 00:20:18.672
But.

00:20:19.531 --> 00:20:21.034
yeah it was utilizing that

00:20:21.095 --> 00:20:22.856
as a platform um and that's

00:20:22.936 --> 00:20:24.358
no longer a good strategy

00:20:24.920 --> 00:20:27.723
so I I can't like it's not

00:20:27.763 --> 00:20:28.505
something that I would

00:20:28.545 --> 00:20:31.028
recommend anymore uh the game has changed

00:20:31.954 --> 00:20:34.057
uh and we have to change and

00:20:34.096 --> 00:20:36.358
adapt uh so the the

00:20:36.398 --> 00:20:37.779
playbook that I played is

00:20:37.839 --> 00:20:38.921
not the same way that you

00:20:38.961 --> 00:20:40.102
should play today it may

00:20:40.142 --> 00:20:41.182
not be the same way that we

00:20:41.202 --> 00:20:42.243
should play in a few years

00:20:42.565 --> 00:20:43.746
yeah yeah I wrote down

00:20:43.806 --> 00:20:45.866
pivot and differentiate you

00:20:45.907 --> 00:20:47.108
want to you have to be able

00:20:47.148 --> 00:20:48.230
to pivot if what worked

00:20:48.329 --> 00:20:49.691
then doesn't necessarily

00:20:49.711 --> 00:20:51.132
and most of the time it

00:20:51.352 --> 00:20:52.653
means it won't work now because

00:20:53.814 --> 00:20:55.375
That's I've heard it called

00:20:55.394 --> 00:20:56.615
the sea of sameness.

00:20:56.795 --> 00:20:57.996
You know, if you just go down the street,

00:20:58.056 --> 00:20:59.996
as you mentioned, with a sea of gray cars,

00:21:00.376 --> 00:21:01.676
you blend into the noise.

00:21:02.136 --> 00:21:03.258
I call it the sea of sameness.

00:21:03.298 --> 00:21:04.377
So you had to be able to

00:21:04.417 --> 00:21:05.377
pivot your strategy.

00:21:05.538 --> 00:21:06.659
And I love the fact that

00:21:06.679 --> 00:21:07.858
you're still focused on the future,

00:21:07.898 --> 00:21:09.720
which is we've got a good head start.

00:21:10.019 --> 00:21:11.221
How do we differentiate to

00:21:11.260 --> 00:21:12.000
keep this going?

00:21:12.761 --> 00:21:14.042
Yeah, 100 percent.

00:21:14.364 --> 00:21:16.184
And you have to be there has

00:21:16.204 --> 00:21:17.586
to be a way to arbitrage

00:21:18.307 --> 00:21:19.367
like cheap attention.

00:21:19.749 --> 00:21:19.949
Sure.

00:21:20.269 --> 00:21:21.049
So Amazon,

00:21:21.069 --> 00:21:22.310
that was free attention coming

00:21:22.371 --> 00:21:22.832
towards me.

00:21:23.251 --> 00:21:23.772
But now,

00:21:24.153 --> 00:21:26.134
like if you have a social media platform,

00:21:26.474 --> 00:21:28.076
like you have attention and

00:21:28.136 --> 00:21:30.159
loyal people like that can

00:21:30.179 --> 00:21:31.519
be your way to get free

00:21:31.980 --> 00:21:33.281
arbitrage of attention

00:21:33.382 --> 00:21:35.304
early on and get things going.

00:21:36.250 --> 00:21:37.770
But you have to find that

00:21:37.810 --> 00:21:39.250
competitive advantage and

00:21:39.330 --> 00:21:41.071
you need at least one, maybe even two.

00:21:42.092 --> 00:21:42.731
And right now,

00:21:43.211 --> 00:21:45.732
Amazon is so competitive and

00:21:45.772 --> 00:21:47.933
saturated that like if you

00:21:47.953 --> 00:21:49.673
launch something in three weeks,

00:21:49.733 --> 00:21:51.095
people know it's good and

00:21:51.295 --> 00:21:52.275
you have competition.

00:21:52.615 --> 00:21:52.894
Sure.

00:21:53.255 --> 00:21:53.535
Yeah.

00:21:53.895 --> 00:21:55.675
The feedback loop there is so,

00:21:55.756 --> 00:21:57.616
so fast now as compared to

00:21:57.636 --> 00:21:58.297
where it used to be.

00:21:58.976 --> 00:21:59.215
Yeah, 100%.

00:21:59.757 --> 00:22:01.897
And it's not the same.

00:22:02.318 --> 00:22:03.318
It's not the same, right.

00:22:03.599 --> 00:22:04.140
All right.

00:22:04.400 --> 00:22:06.561
So as the Nordstick gained traction,

00:22:07.201 --> 00:22:08.022
what were the key

00:22:08.042 --> 00:22:09.723
strategies that you employed to scale?

00:22:09.784 --> 00:22:11.125
Was it speed?

00:22:11.424 --> 00:22:14.867
It sounds like going all in and saying,

00:22:14.887 --> 00:22:16.249
I'm tying myself to this ship.

00:22:16.689 --> 00:22:17.869
And then what growing pains

00:22:17.950 --> 00:22:18.990
did you experience and how

00:22:19.010 --> 00:22:19.692
did you manage them?

00:22:19.751 --> 00:22:21.732
So how were the strategies

00:22:21.772 --> 00:22:22.713
to employ to scale?

00:22:22.814 --> 00:22:23.875
And then what pains did you

00:22:23.914 --> 00:22:24.715
experience and how did you

00:22:24.736 --> 00:22:25.135
get through them?

00:22:25.851 --> 00:22:26.070
Yeah,

00:22:26.111 --> 00:22:27.692
so they've changed throughout the

00:22:27.711 --> 00:22:28.991
journey.

00:22:29.132 --> 00:22:34.153
The first 100,000 units or $100,000,

00:22:34.153 --> 00:22:35.134
the growing pains that I

00:22:35.173 --> 00:22:37.173
was experiencing was stress

00:22:37.213 --> 00:22:40.654
about how do I get this inventory here?

00:22:40.694 --> 00:22:42.596
I was paying for it by plane

00:22:42.635 --> 00:22:43.836
and killing my margin.

00:22:44.695 --> 00:22:46.176
But I just wanted to always

00:22:46.237 --> 00:22:47.237
be in stock because when

00:22:47.257 --> 00:22:48.797
you're out of stock on Amazon,

00:22:48.916 --> 00:22:49.557
it really hurts.

00:22:51.433 --> 00:22:53.894
Early on, it was just like ride the wave.

00:22:53.954 --> 00:22:56.675
Like Amazon was creating momentum for me.

00:22:56.715 --> 00:22:58.376
It's like, how do we stay in stock?

00:22:58.896 --> 00:23:02.538
And then things changed when it's like,

00:23:02.678 --> 00:23:03.077
okay,

00:23:03.317 --> 00:23:05.019
now we've reached what natural

00:23:05.058 --> 00:23:05.739
attention is.

00:23:06.200 --> 00:23:06.279
Now,

00:23:06.359 --> 00:23:08.941
how do we create our own new interest

00:23:09.020 --> 00:23:09.760
in this product?

00:23:11.101 --> 00:23:13.001
And that was a whole new

00:23:13.041 --> 00:23:14.102
game I needed to learn.

00:23:14.923 --> 00:23:16.022
And that's right about when

00:23:16.083 --> 00:23:18.104
I decided to go off Amazon

00:23:18.144 --> 00:23:19.525
and have my own website

00:23:19.585 --> 00:23:20.484
because then I could like,

00:23:21.164 --> 00:23:22.605
uh, own the customer,

00:23:22.865 --> 00:23:24.286
create a brand and then

00:23:24.385 --> 00:23:25.747
provide for that customer

00:23:25.807 --> 00:23:27.007
by like surveying them,

00:23:27.146 --> 00:23:28.928
figuring out what problems they have,

00:23:29.188 --> 00:23:30.347
and then trying to help

00:23:30.748 --> 00:23:32.509
like create reasonable solutions.

00:23:32.608 --> 00:23:33.148
If I could,

00:23:33.209 --> 00:23:34.209
and it checked those three

00:23:34.269 --> 00:23:35.849
boxes that I talked about earlier,

00:23:36.390 --> 00:23:38.490
like then, uh, I,

00:23:39.090 --> 00:23:41.071
I would push forward in an idea, but, uh,

00:23:43.071 --> 00:23:43.271
Yeah,

00:23:43.332 --> 00:23:45.772
first it was just riding the wave of

00:23:45.813 --> 00:23:46.814
the attention I had,

00:23:46.854 --> 00:23:47.574
and then it was now

00:23:47.653 --> 00:23:49.815
creating more attention in the product.

00:23:50.214 --> 00:23:51.756
And then going forward,

00:23:52.056 --> 00:23:52.955
I think the biggest thing

00:23:52.996 --> 00:23:55.076
for me is knowing when and

00:23:55.136 --> 00:23:56.417
where to take chances.

00:23:57.377 --> 00:23:59.499
Because one bad mistake at

00:23:59.538 --> 00:24:00.819
the scale that we're at can

00:24:00.880 --> 00:24:02.760
really impact us and slow

00:24:02.780 --> 00:24:03.701
us down for a while.

00:24:04.221 --> 00:24:05.642
When we launch any new product,

00:24:06.102 --> 00:24:08.542
it costs tens of thousands,

00:24:08.603 --> 00:24:09.503
sometimes hundreds of

00:24:09.564 --> 00:24:10.763
thousands of dollars in

00:24:10.844 --> 00:24:12.365
product just to get it to market.

00:24:13.295 --> 00:24:15.076
So a mistake can be fatal.

00:24:15.695 --> 00:24:17.497
So I move a lot slower now.

00:24:18.497 --> 00:24:20.538
And I'm really calculated in my decisions.

00:24:21.458 --> 00:24:23.538
And I test products and live

00:24:23.838 --> 00:24:24.679
in the world that I'm

00:24:24.699 --> 00:24:26.098
trying to solve problems

00:24:26.140 --> 00:24:28.160
for working out at home.

00:24:28.819 --> 00:24:30.280
So I just go overboard.

00:24:30.701 --> 00:24:31.881
And it takes me longer to

00:24:31.921 --> 00:24:32.741
get things to market.

00:24:32.842 --> 00:24:33.001
But

00:24:34.088 --> 00:24:36.392
It makes it safer and makes

00:24:36.491 --> 00:24:38.534
us able to handle any waves

00:24:38.594 --> 00:24:40.476
that crash into us and try

00:24:40.516 --> 00:24:41.277
to knock us over.

00:24:41.297 --> 00:24:42.577
It sounds like at the

00:24:42.617 --> 00:24:43.618
beginning it was more like

00:24:44.299 --> 00:24:45.320
wing it or rush it.

00:24:45.461 --> 00:24:47.222
And now it's more like think and grow it.

00:24:47.934 --> 00:24:50.076
yeah yeah for sure uh at the

00:24:50.116 --> 00:24:50.817
beginning I was just

00:24:50.857 --> 00:24:52.439
holding on for dear life I

00:24:52.459 --> 00:24:53.440
felt like I was driving a

00:24:53.500 --> 00:24:55.902
car 110 miles an hour and

00:24:55.961 --> 00:24:57.303
it's like please don't hit

00:24:57.363 --> 00:24:59.023
a bump because like I don't

00:24:59.044 --> 00:25:00.045
know if I can handle it

00:25:00.065 --> 00:25:02.728
yeah and like when I say

00:25:02.748 --> 00:25:05.190
I'm lucky I i either

00:25:05.250 --> 00:25:07.551
handled it or I just missed

00:25:07.751 --> 00:25:09.993
the bumps in the way uh so

00:25:10.413 --> 00:25:11.414
there there was so much

00:25:11.494 --> 00:25:13.457
luck involved in in a lot of that

00:25:14.276 --> 00:25:16.237
Um, there's obviously a lot of skill, but,

00:25:16.856 --> 00:25:17.298
uh,

00:25:17.397 --> 00:25:18.919
and a lot of thought and like

00:25:19.019 --> 00:25:20.298
sleepless nights that go

00:25:20.358 --> 00:25:21.299
into getting there.

00:25:21.380 --> 00:25:23.421
But, uh, yeah, it's,

00:25:23.861 --> 00:25:26.001
it's luck matching with

00:25:26.281 --> 00:25:27.522
effort and showing up every

00:25:27.563 --> 00:25:29.124
day that creates something special.

00:25:30.003 --> 00:25:33.625
Your product, um, not only is aimed, uh,

00:25:33.746 --> 00:25:34.066
you know,

00:25:34.547 --> 00:25:36.968
at the physical therapy profession,

00:25:37.127 --> 00:25:37.288
right?

00:25:37.307 --> 00:25:38.689
This is aimed at consumers.

00:25:38.729 --> 00:25:40.490
And if PTs want to grab on, obviously they,

00:25:40.630 --> 00:25:41.890
they, they see a really, really great,

00:25:42.570 --> 00:25:42.671
um,

00:25:43.411 --> 00:25:44.192
uh, way to do that.

00:25:44.231 --> 00:25:45.772
But what feedback have you

00:25:45.813 --> 00:25:47.233
received from other PTs?

00:25:47.253 --> 00:25:48.213
Um,

00:25:48.273 --> 00:25:49.275
cause these are the kind of people who

00:25:49.295 --> 00:25:50.015
might want to bring it into

00:25:50.095 --> 00:25:50.996
clinic and then be able to

00:25:51.135 --> 00:25:52.317
use this with lots of people.

00:25:52.977 --> 00:25:53.196
Yeah.

00:25:53.237 --> 00:25:54.178
So that's been the biggest

00:25:54.218 --> 00:25:55.199
challenge for me is like,

00:25:55.398 --> 00:25:56.599
I want to help PTs.

00:25:56.619 --> 00:25:57.259
Uh,

00:25:57.500 --> 00:25:59.421
I want to like find a way to create a

00:25:59.461 --> 00:26:00.981
second source of income for them.

00:26:01.423 --> 00:26:03.163
Like if they refer people to my product,

00:26:03.243 --> 00:26:04.243
I want them to make money

00:26:04.304 --> 00:26:04.964
on that referral.

00:26:06.336 --> 00:26:08.416
And like physical therapists,

00:26:08.477 --> 00:26:10.499
like buying stuff for their clinic,

00:26:10.838 --> 00:26:11.759
a lot of times they have to

00:26:11.799 --> 00:26:12.740
approve it in a budget.

00:26:12.800 --> 00:26:14.521
And if it's not in the right catalog,

00:26:14.561 --> 00:26:15.962
they can't technically buy

00:26:15.982 --> 00:26:16.943
it in some settings.

00:26:17.544 --> 00:26:20.046
So that's always been a challenge.

00:26:20.606 --> 00:26:22.508
We seed a lot of product to

00:26:22.528 --> 00:26:23.127
a lot of people,

00:26:23.189 --> 00:26:24.269
meaning we like send it out

00:26:24.308 --> 00:26:25.971
for free to people just

00:26:26.010 --> 00:26:26.951
because we want as much

00:26:27.010 --> 00:26:28.071
feedback as possible.

00:26:28.833 --> 00:26:31.035
If we can get it to 300 people a month,

00:26:31.414 --> 00:26:32.695
that's 300 people telling

00:26:32.756 --> 00:26:34.416
us what sucks and what we

00:26:34.436 --> 00:26:35.157
need to improve.

00:26:35.877 --> 00:26:37.259
so that we can get to a faster,

00:26:37.278 --> 00:26:38.279
better product quicker.

00:26:39.340 --> 00:26:40.221
But yeah,

00:26:40.382 --> 00:26:42.063
from a physical therapy standpoint,

00:26:42.083 --> 00:26:43.163
people have liked it.

00:26:45.226 --> 00:26:46.366
But because we were holding

00:26:46.487 --> 00:26:47.327
on for dear life,

00:26:47.387 --> 00:26:49.368
that first part of the journey,

00:26:49.930 --> 00:26:51.270
we never were able to make

00:26:51.451 --> 00:26:52.832
other things that really

00:26:53.011 --> 00:26:54.073
helped solve bigger

00:26:54.133 --> 00:26:55.314
problems in the PT world.

00:26:55.775 --> 00:26:56.515
And that's what we're just

00:26:56.535 --> 00:26:57.997
starting to do now with

00:26:58.017 --> 00:26:58.957
some of the new things that

00:26:58.997 --> 00:26:59.778
we're coming out with.

00:27:00.638 --> 00:27:03.000
We just launched a Nordbench last month.

00:27:03.840 --> 00:27:04.102
It is...

00:27:05.317 --> 00:27:07.699
stupid how cheap I'm selling

00:27:07.739 --> 00:27:08.679
it if you knew how much it

00:27:08.739 --> 00:27:09.759
cost me to make it.

00:27:10.440 --> 00:27:11.779
We packed so much quality

00:27:11.799 --> 00:27:12.760
into it because I want it

00:27:12.780 --> 00:27:14.181
to last for 50 years in

00:27:14.201 --> 00:27:15.801
your physical therapy clinic,

00:27:15.862 --> 00:27:16.662
and I want to put one in

00:27:16.781 --> 00:27:17.682
every physical therapy

00:27:17.721 --> 00:27:18.583
clinic in the country.

00:27:18.603 --> 00:27:22.003
It allows you to do back extensions,

00:27:22.124 --> 00:27:25.724
sit-ups, like Bulgarian split squats,

00:27:25.744 --> 00:27:27.266
hip thrusts,

00:27:27.365 --> 00:27:30.467
calf stretch on like a slant board,

00:27:30.567 --> 00:27:31.946
goblet squats on a slant board,

00:27:32.067 --> 00:27:32.967
and Nordic curls at

00:27:32.987 --> 00:27:34.307
multiple levels of regression.

00:27:35.425 --> 00:27:37.047
And it's a truly special product,

00:27:37.106 --> 00:27:38.326
but I was holding on for

00:27:38.346 --> 00:27:39.446
dear life for two years.

00:27:39.626 --> 00:27:41.407
So I couldn't even launch that.

00:27:41.968 --> 00:27:43.468
Other companies stole my

00:27:43.528 --> 00:27:46.288
design and launched it earlier.

00:27:46.308 --> 00:27:49.390
And I just wanted to wait

00:27:49.430 --> 00:27:50.869
till I could make something special.

00:27:51.269 --> 00:27:52.550
And we did with that product.

00:27:52.911 --> 00:27:55.270
It's smaller than a travel-on suitcase.

00:27:56.071 --> 00:27:57.711
It extends to a full-size bench.

00:27:58.551 --> 00:28:00.133
It can handle 500 plus pounds.

00:28:00.153 --> 00:28:00.212
And

00:28:02.082 --> 00:28:03.123
if it wasn't for having such

00:28:03.163 --> 00:28:05.064
a special manufacturing partner, uh,

00:28:06.443 --> 00:28:07.825
it would be just an average product,

00:28:08.065 --> 00:28:09.885
but it's truly mind blowing.

00:28:10.227 --> 00:28:12.288
And our first order ships out in October,

00:28:12.847 --> 00:28:14.449
but it's, it's clear.

00:28:14.769 --> 00:28:15.769
It's definitely the most

00:28:15.829 --> 00:28:17.451
amazing thing we've made to date.

00:28:18.230 --> 00:28:19.892
Um, and yeah,

00:28:20.412 --> 00:28:21.792
without having all that

00:28:21.853 --> 00:28:22.874
success and experience,

00:28:22.993 --> 00:28:23.653
we would have never been

00:28:23.673 --> 00:28:24.634
able to take that big of a

00:28:24.674 --> 00:28:25.815
chance and it's really

00:28:25.855 --> 00:28:26.756
paying off right now.

00:28:26.816 --> 00:28:26.955
But

00:28:27.957 --> 00:28:28.116
Yeah,

00:28:28.136 --> 00:28:29.298
we're trying to make an impact with

00:28:29.337 --> 00:28:30.598
that product and help like

00:28:30.778 --> 00:28:31.878
clinics a lot more than

00:28:31.919 --> 00:28:34.941
just a strap and a rolling pin can.

00:28:35.260 --> 00:28:37.021
So that's the future for us.

00:28:38.140 --> 00:28:38.319
All right,

00:28:38.339 --> 00:28:40.280
this one's directed to other PTs

00:28:40.941 --> 00:28:42.320
who have an idea.

00:28:42.961 --> 00:28:44.021
Maybe they've sketched it on

00:28:44.061 --> 00:28:45.522
the back of the napkin.

00:28:46.022 --> 00:28:47.462
What advice do you,

00:28:47.482 --> 00:28:48.304
because I know you get this

00:28:48.344 --> 00:28:49.003
question a lot,

00:28:49.084 --> 00:28:50.144
would you give other PTs

00:28:50.163 --> 00:28:51.944
who have that idea but

00:28:52.005 --> 00:28:53.484
don't know where to start?

00:28:53.505 --> 00:28:54.246
They've got the idea.

00:28:54.266 --> 00:28:55.086
They think that's the start.

00:28:55.105 --> 00:28:55.806
Where do they go next?

00:28:56.266 --> 00:28:57.267
And what lessons have you

00:28:57.307 --> 00:28:57.967
learned that you would

00:28:58.027 --> 00:28:59.106
share with them or share

00:28:59.126 --> 00:29:00.567
with them frequently on

00:29:00.607 --> 00:29:02.627
their journey on what they should do?

00:29:04.513 --> 00:29:05.836
Don't tell anybody,

00:29:06.076 --> 00:29:07.217
but you can always email me.

00:29:08.378 --> 00:29:09.220
Send me,

00:29:09.380 --> 00:29:11.481
I'll sign an NDA so that you have

00:29:11.522 --> 00:29:13.424
like the ability to patent your product.

00:29:13.825 --> 00:29:15.667
Because if you text it to too many people,

00:29:15.867 --> 00:29:17.529
your idea becomes public knowledge.

00:29:18.270 --> 00:29:20.133
But if I sign an NDA and talk to you,

00:29:20.834 --> 00:29:22.635
like then you're good.

00:29:23.205 --> 00:29:25.790
But you have to do your

00:29:25.830 --> 00:29:27.093
research and there has to

00:29:27.133 --> 00:29:29.257
be enough upside in it to

00:29:29.297 --> 00:29:30.198
be worth your time.

00:29:30.578 --> 00:29:30.980
If not,

00:29:31.339 --> 00:29:32.702
you'll be in a relationship that's

00:29:32.722 --> 00:29:33.223
good enough.

00:29:33.364 --> 00:29:34.265
And that's one of the worst

00:29:34.346 --> 00:29:35.488
relationships to be in.

00:29:36.839 --> 00:29:38.201
So you have to make sure

00:29:38.240 --> 00:29:40.701
there's upside potential for you.

00:29:41.622 --> 00:29:42.942
And that comes through like,

00:29:43.142 --> 00:29:44.002
is there interest?

00:29:44.182 --> 00:29:45.363
Are you truly innovating?

00:29:45.663 --> 00:29:45.843
Like,

00:29:46.002 --> 00:29:48.723
is the problem you're solving an

00:29:48.864 --> 00:29:49.805
actual problem?

00:29:50.164 --> 00:29:52.184
And then like price strategy wise,

00:29:52.224 --> 00:29:53.965
does it give you enough opportunity to

00:29:54.849 --> 00:29:56.190
to price it so that you can

00:29:56.230 --> 00:29:59.010
buy more and grow and also market.

00:29:59.832 --> 00:30:01.011
But you're not pricing it

00:30:01.132 --> 00:30:02.792
too steeply that it's not

00:30:02.893 --> 00:30:04.133
value for the customer.

00:30:04.692 --> 00:30:08.134
Because a $100,000 car is

00:30:08.295 --> 00:30:09.615
only a good value to a

00:30:09.654 --> 00:30:10.714
select amount of people.

00:30:12.395 --> 00:30:12.496
And

00:30:13.974 --> 00:30:15.635
A $50,000 car is a greater

00:30:15.675 --> 00:30:16.776
value to a lot more people.

00:30:16.875 --> 00:30:17.997
And that's why we try to be

00:30:18.037 --> 00:30:20.076
like good for the masses.

00:30:20.217 --> 00:30:21.597
But that only happens

00:30:21.678 --> 00:30:23.077
because we take a reduced

00:30:23.137 --> 00:30:26.078
margin on the front or the back end.

00:30:26.398 --> 00:30:28.559
And we rely on momentum and

00:30:28.599 --> 00:30:30.401
our customer base to help

00:30:30.520 --> 00:30:31.961
us not need to market as much.

00:30:33.201 --> 00:30:34.281
But yeah.

00:30:34.926 --> 00:30:36.469
uh that's a roundabout way

00:30:36.509 --> 00:30:37.430
of going about it but you

00:30:37.450 --> 00:30:38.250
need to make sure there's

00:30:38.770 --> 00:30:39.711
you need to understand your

00:30:39.751 --> 00:30:40.452
numbers you need to

00:30:40.472 --> 00:30:41.874
understand your upside and

00:30:41.894 --> 00:30:43.756
you got a plan for a year

00:30:43.895 --> 00:30:45.377
from now where it's

00:30:45.538 --> 00:30:46.980
actually a rosy good

00:30:47.039 --> 00:30:49.021
situation um because if it

00:30:49.521 --> 00:30:50.824
never can become something

00:30:50.844 --> 00:30:53.365
that's worthwhile uh you're

00:30:53.405 --> 00:30:54.146
just going to waste a lot

00:30:54.186 --> 00:30:56.809
of time yeah but I'm always

00:30:56.849 --> 00:30:58.050
willing to help uh like

00:30:58.470 --> 00:30:59.951
You can reach out to me and

00:30:59.971 --> 00:31:02.192
I will give you access to

00:31:02.271 --> 00:31:03.732
all the technology I have

00:31:04.012 --> 00:31:05.834
that tells you about market research,

00:31:06.795 --> 00:31:08.236
resources related to like

00:31:08.836 --> 00:31:09.757
making products.

00:31:10.436 --> 00:31:10.797
Right now,

00:31:11.017 --> 00:31:13.078
my fiance is launching a dog

00:31:13.098 --> 00:31:15.099
leash line and she's doing

00:31:15.119 --> 00:31:16.299
it with my manufacturing

00:31:16.361 --> 00:31:18.602
partner just as like a special favor.

00:31:19.551 --> 00:31:20.752
But it's going to be really cool.

00:31:21.232 --> 00:31:23.212
And I'm down to help other

00:31:23.252 --> 00:31:24.433
physical therapists do

00:31:24.473 --> 00:31:26.513
those special favors as

00:31:26.554 --> 00:31:28.775
long as it's worth it to my

00:31:28.855 --> 00:31:31.855
partner and there's upside potential.

00:31:32.536 --> 00:31:34.836
It's a really unique situation,

00:31:34.856 --> 00:31:35.778
especially with PTs,

00:31:35.817 --> 00:31:37.357
because we look at things

00:31:37.397 --> 00:31:38.778
through our own lens, right?

00:31:39.078 --> 00:31:40.679
But PTs are constantly with

00:31:40.759 --> 00:31:42.740
different types of people all the time.

00:31:43.279 --> 00:31:44.579
And when there's a real problem,

00:31:44.920 --> 00:31:45.980
in my experience anyway,

00:31:46.361 --> 00:31:47.480
a patient has no problem

00:31:47.520 --> 00:31:48.201
telling you when they don't

00:31:48.221 --> 00:31:48.761
like something,

00:31:48.902 --> 00:31:49.842
which is actually really

00:31:49.961 --> 00:31:51.961
great and valuable feedback.

00:31:52.423 --> 00:31:53.663
And I think about PTs a lot.

00:31:53.942 --> 00:31:54.403
Maybe if they're an

00:31:54.423 --> 00:31:56.223
outpatient PT or just high

00:31:56.263 --> 00:31:57.403
volume is you're getting a

00:31:57.523 --> 00:31:58.364
lot of feedback.

00:31:58.523 --> 00:31:59.304
And that's better than a

00:31:59.423 --> 00:32:00.644
little bit of feedback.

00:32:00.704 --> 00:32:02.285
So I feel like a clinic can

00:32:02.305 --> 00:32:03.945
be a great incubator for ideas.

00:32:05.289 --> 00:32:06.131
Yeah, for sure.

00:32:06.270 --> 00:32:07.711
The only problem is when you

00:32:07.731 --> 00:32:08.952
send it to your friends,

00:32:09.333 --> 00:32:11.534
they only say good things.

00:32:12.174 --> 00:32:14.016
So like no's are way better

00:32:14.056 --> 00:32:15.676
than yeses in physical

00:32:15.737 --> 00:32:18.078
therapy and all aspects of life.

00:32:18.719 --> 00:32:20.039
Like, don't tell me it's great.

00:32:20.059 --> 00:32:21.840
I already know that it's great.

00:32:21.961 --> 00:32:23.962
It's obviously, I thought it was great.

00:32:24.022 --> 00:32:24.803
That's why I made it.

00:32:25.284 --> 00:32:26.785
Tell me what you don't like

00:32:26.825 --> 00:32:28.465
about it so we can make it special.

00:32:29.838 --> 00:32:31.980
So, yeah, that's the one challenge,

00:32:32.000 --> 00:32:33.320
like in a physical therapy clinic,

00:32:33.401 --> 00:32:34.001
like you need those

00:32:34.102 --> 00:32:35.883
brutally honest people that are like,

00:32:36.364 --> 00:32:37.384
these grips suck.

00:32:38.164 --> 00:32:40.006
Like this resistance is not right.

00:32:40.707 --> 00:32:41.186
Switch it.

00:32:42.768 --> 00:32:43.788
But yeah,

00:32:43.828 --> 00:32:44.910
a physical therapy clinic is

00:32:44.930 --> 00:32:45.810
definitely a great way to

00:32:45.851 --> 00:32:47.352
get a lot of experience with it.

00:32:48.035 --> 00:32:48.134
Um,

00:32:48.335 --> 00:32:50.257
and hopefully our Nord bench is in a

00:32:50.297 --> 00:32:51.217
lot of physical therapy

00:32:51.237 --> 00:32:52.857
clinics because we tested

00:32:52.897 --> 00:32:54.358
that thing with 2000 pounds.

00:32:54.398 --> 00:32:55.480
So it's the safest on the

00:32:55.519 --> 00:32:57.820
market and it will, uh,

00:32:58.182 --> 00:32:59.281
definitely help a lot of

00:32:59.321 --> 00:33:01.124
clinics better load their clients.

00:33:01.663 --> 00:33:01.983
Love it.

00:33:02.443 --> 00:33:03.444
If someone's going to reach out,

00:33:03.724 --> 00:33:05.066
where's the best place for them to go?

00:33:05.105 --> 00:33:06.106
What's what's the best route?

00:33:07.007 --> 00:33:08.488
Uh, you can reach out to my email,

00:33:08.567 --> 00:33:10.410
Garrett at the Nord stick.com.

00:33:11.029 --> 00:33:12.391
Uh, that's my business email.

00:33:13.115 --> 00:33:14.174
Uh, once you reach out there,

00:33:14.194 --> 00:33:15.395
I'll funnel you over to my

00:33:15.455 --> 00:33:16.256
personal email.

00:33:16.476 --> 00:33:18.756
I just don't like to put that everywhere.

00:33:19.497 --> 00:33:20.477
Um, but yeah,

00:33:20.576 --> 00:33:22.537
I'll respond as soon as I can.

00:33:22.717 --> 00:33:23.698
I check my phone way too

00:33:23.738 --> 00:33:25.357
much and I will get you on

00:33:25.397 --> 00:33:26.758
my personal email and then, uh,

00:33:27.698 --> 00:33:29.159
try to help in any way possible.

00:33:29.778 --> 00:33:31.159
Last thing we do on the show

00:33:31.459 --> 00:33:32.500
is the parting shot.

00:33:33.680 --> 00:33:34.319
Uh, parting shot,

00:33:34.339 --> 00:33:36.461
your last chance for a mic drop moment,

00:33:36.540 --> 00:33:37.601
a soapbox statement.

00:33:37.961 --> 00:33:39.320
What's the thing you'd want to leave with,

00:33:39.601 --> 00:33:41.122
uh, your colleagues who are listening?

00:33:42.261 --> 00:33:42.362
Um,

00:33:43.395 --> 00:33:44.477
I think the big thing is

00:33:45.698 --> 00:33:47.199
that I've learned is

00:33:48.520 --> 00:33:49.862
fortune favors the people

00:33:49.902 --> 00:33:50.762
who are willing to keep

00:33:50.803 --> 00:33:52.044
swimming and treading water.

00:33:52.884 --> 00:33:53.884
The people who quit and get

00:33:53.944 --> 00:33:54.865
out of the water are the

00:33:54.925 --> 00:33:56.086
ones that never see success.

00:33:56.728 --> 00:33:57.828
So if you're willing to show

00:33:57.909 --> 00:34:00.351
up every day and swim and try hard,

00:34:00.711 --> 00:34:02.173
you'll eventually catch that wave.

00:34:02.993 --> 00:34:03.814
But you need to make sure

00:34:03.834 --> 00:34:04.474
you're swimming in the

00:34:04.515 --> 00:34:07.416
right water and you'll get there.

00:34:08.592 --> 00:34:09.494
Uh, if you ever have any,

00:34:09.634 --> 00:34:10.355
if anybody has any

00:34:10.394 --> 00:34:11.635
questions or needs any help,

00:34:11.916 --> 00:34:13.856
I'm there for help to help

00:34:13.896 --> 00:34:15.318
you swim and hopefully help

00:34:15.358 --> 00:34:16.498
you catch that wave faster.

00:34:16.960 --> 00:34:17.260
Love it.

00:34:17.679 --> 00:34:19.021
Garrett Drumheller, uh,

00:34:19.121 --> 00:34:20.041
inventor of the Nord stick.

00:34:20.222 --> 00:34:21.222
Appreciate you doing this

00:34:21.262 --> 00:34:22.503
and kicking off our series

00:34:23.063 --> 00:34:24.025
on PT creators.

00:34:24.644 --> 00:34:24.806
Yeah.

00:34:24.846 --> 00:34:25.987
Thank you so much for having me.

00:34:26.047 --> 00:34:26.146
It's,

00:34:26.286 --> 00:34:28.288
it's really cool being on a podcast

00:34:28.347 --> 00:34:31.030
that I've listened to so many times, uh,

00:34:31.070 --> 00:34:32.070
so many trips to work,

00:34:32.150 --> 00:34:33.371
listening to you talk with

00:34:33.411 --> 00:34:34.032
different people.

00:34:34.072 --> 00:34:34.833
It's been really cool.

00:34:35.213 --> 00:34:35.534
Love it.

00:34:36.253 --> 00:34:37.414
Uh, Garrett, thanks so much, man.

00:34:38.115 --> 00:34:38.275
Cool.

00:34:39.585 --> 00:34:40.106
Have a great day.

00:34:40.867 --> 00:34:43.034
Let me hit end recording.