You're Dominating This Space?

Being a family business enables us to think long term and keep investing in the business. We're not sort of beholden to external people wanting this or that. The second one was we've never really believed ourselves as purely a brand. Like brands is a part of what we do. It's an important part. But we want to be seen by members as just being a brand. And I think that's where maybe we've had source of our best success. Plus obviously investments in our people have had long term key leaders. You know, you know them well over 20, 25 years. So it's just absolutely and again, an environment where they encourage to take their own leadership and take