The UTMB Media Impact Report

I'd love to give you a chance to talk about the UTMB media impact report that you did last year just after UTMB Mont Blanc at the end of the summer. I was really intrigued by just looking at that impact because the first times that we've had the forefledged UTMB media production team going all at it, and I just wanted to see what's then impact. And so in terms of on the likes of Twitter, also kind of like search volumes as well, the actual kind of size of the conversation was tremendous. But if you don't have the right people, you're not going to generate that attention.