The Transition to E Bike Brands

I think E resonates with them as they start to age in that process because it's just easier and fun. But the flip side of that is that we have started to attract this younger demographic. It probably wasn't, I don't know, always attracted to our brand before. And again, this kind of surrounding fervor, at least over the past two and a half, three years of the bike boom, I think that's just brought more people to the game in general. You can't talk about you can't go anywhere these days where people talking about bikes where they're not talking about you bikes.

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