I think what really helps is that it was always bigger than us. Jake always says he actually started it as a get rich quick scheme. He thought, oh, somebody can turn this snirfer into a lot of money. And when it turned out not to be quiteat rich quick scheme, he started focusing on the sport and how to make the sport more accessible and easier. So i think he always had that vision of focus on the rider and everything else will follow. We would do things like, ok, we're not talking business after six o'clock. It didn't really become necessary to do that but early on, there were times when it definitely helped.

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