The company switched to fremium, a model where users can work out for free without paying. But they found that the paid tier was not as valuable as it could be. After this switch are our conversion per cent, subscriber retention and revenue just started to really shoot upwards and take off. It's because a hundred per cent of that product value was d in that conversion funnel in the free trial. Andand then customers are paying for a 100 per cent of the ap value.