1 00:00:00,040 --> 00:00:03,800 Baby shark Doo Doo Doo Doo Doo Baby shark Doo Doo. 2 00:00:05,120 --> 00:00:08,000 Grandpa Shark Doo Doo Doo Doo Doo, we are rolling. 3 00:00:10,240 --> 00:00:12,760 Rolling and rolling. Was that recording a singing 4 00:00:12,760 --> 00:00:14,680 Baby Shark? Was recording perfect? 5 00:00:15,840 --> 00:00:17,400 Oh man, that's the best part of the whole podcast. 6 00:00:17,480 --> 00:00:19,160 We. Could just title it Baby Shark. 7 00:00:19,480 --> 00:00:23,440 OK, I'm gonna, I'm gonna drink one of these ketone Iqs. 8 00:00:23,440 --> 00:00:24,680 That are 4 the Raspberry one or lemonade. 9 00:00:25,200 --> 00:00:27,760 Or whatever. They sent me three different 10 00:00:27,760 --> 00:00:30,480 versions. One was Apple, which you tried. 11 00:00:30,960 --> 00:00:33,480 This one's Raspberry Lemonade, which you also tried, Correct. 12 00:00:33,680 --> 00:00:36,120 The Apple one I think was better, and then they sent me 13 00:00:36,120 --> 00:00:38,080 one. I think it was also Raspberry 14 00:00:38,080 --> 00:00:40,280 Lemonade, but it's caffeinated and I haven't tried that one. 15 00:00:40,280 --> 00:00:41,560 Wait, I think that one is caffeinated. 16 00:00:41,720 --> 00:00:43,040 No, this one's, this one's no caffeine. 17 00:00:43,400 --> 00:00:45,760 Oh, the ones that we tried I thought were were the. 18 00:00:45,760 --> 00:00:47,760 Caffeinated. No, they, they sent me two that 19 00:00:47,760 --> 00:00:49,840 were not caffeinated. The one that is, but I haven't 20 00:00:49,840 --> 00:00:51,880 tried, I haven't tried the caffeinated 1 yet. 21 00:00:51,880 --> 00:00:53,760 I think it's one like 120 milligrams, yeah. 22 00:00:53,880 --> 00:00:57,400 That's not too crazy. I would say the flavored 23 00:00:57,400 --> 00:01:01,160 versions do taste way better. 1000% better than the non 24 00:01:01,160 --> 00:01:03,520 flavored the original. Yeah, way, way better. 25 00:01:04,080 --> 00:01:05,239 I haven't even tried them chilled. 26 00:01:05,239 --> 00:01:06,480 And that's how they recommend drinking. 27 00:01:06,480 --> 00:01:07,680 Yeah, but it's. Awesome when it's cold. 28 00:01:08,680 --> 00:01:12,080 Yeah, and it's all NSF Sport certified, which is also. 29 00:01:12,840 --> 00:01:15,920 Clean, Yeah. Does that coincide with WADA 30 00:01:16,080 --> 00:01:17,960 guidelines? Yeah, I'm pretty sure they base 31 00:01:17,960 --> 00:01:22,200 everything off of WADA. You've got Informed Choice which 32 00:01:22,200 --> 00:01:25,920 is pretty reputable and you've got their higher level which is 33 00:01:25,920 --> 00:01:29,880 Informed Sport. And with Informed Sport every 34 00:01:29,880 --> 00:01:32,760 single batch is third party tested. 35 00:01:32,760 --> 00:01:37,000 Whereas with Informed Choice, I believe it's randomly chosen. 36 00:01:37,400 --> 00:01:39,840 But I think with Informed Sport, every batch is is tested and 37 00:01:40,480 --> 00:01:46,160 then I think NSF is similar to Informed Sport I think, but 38 00:01:46,160 --> 00:01:48,640 they're all basing everything off of water guidelines. 39 00:01:48,640 --> 00:01:50,320 That's kind of like the foundational part. 40 00:01:50,680 --> 00:01:53,600 This is not a podcast sponsored by Keto Naiku. 41 00:01:53,600 --> 00:01:55,400 I just had one left and I wanted to try it. 42 00:01:55,560 --> 00:01:57,760 Yeah. How you doing, Greg? 43 00:01:58,320 --> 00:01:59,840 Doing coffee. Coffee's good. 44 00:02:00,040 --> 00:02:02,280 Coffee's good. This is that coffee that you got 45 00:02:02,280 --> 00:02:03,960 yesterday or? LifeProof. 46 00:02:03,960 --> 00:02:04,280 Yeah. Yeah. 47 00:02:04,480 --> 00:02:05,240 You like it? Yeah. 48 00:02:06,240 --> 00:02:10,360 I think I love coffee but I think I'm like sensitive to the 49 00:02:10,360 --> 00:02:13,800 acidity in coffee and some totally Jack up my gut. 50 00:02:15,280 --> 00:02:18,640 Like they totally Jack up my gut whereas theirs supposedly is low 51 00:02:18,640 --> 00:02:20,320 acid. So I've been switching over to 52 00:02:20,320 --> 00:02:22,720 that and it doesn't seem to give me any issues. 53 00:02:22,720 --> 00:02:23,680 OK. I've been. 54 00:02:23,880 --> 00:02:25,240 I'm a huge fan of the Equip coffee. 55 00:02:25,320 --> 00:02:27,360 They recently came out with a clean coffee. 56 00:02:27,560 --> 00:02:29,640 I've tried a. Whole bean so I grind it, but 57 00:02:29,640 --> 00:02:32,600 it's good. I need a whole bean for my 58 00:02:32,600 --> 00:02:34,960 espresso maker though, so I may I may try some. 59 00:02:34,960 --> 00:02:37,120 I may steal some of your coffee. I. 60 00:02:37,520 --> 00:02:39,840 Have a discount code for it but. All right, I'll use them. 61 00:02:41,080 --> 00:02:45,080 We did not do a work podcast last week because you were gone 62 00:02:45,080 --> 00:02:46,080 traveling. I was gone. 63 00:02:46,480 --> 00:02:48,040 Where'd you go? I wasn't to Nashville. 64 00:02:48,480 --> 00:02:50,280 Nashville, TN. Nash, Vegas. 65 00:02:50,640 --> 00:02:52,640 Is for the family. Y'all went to a concert too, 66 00:02:52,640 --> 00:02:54,120 right? We did not have a concert, No, 67 00:02:54,120 --> 00:02:56,800 we just went there. We've been just kind of doing 68 00:02:56,800 --> 00:02:59,760 like a one family trip every year kind of as a Christmas 69 00:02:59,760 --> 00:03:02,240 present. My mom takes my brother and I to 70 00:03:02,240 --> 00:03:03,640 a random destination. We've gone to. 71 00:03:03,760 --> 00:03:06,800 We've gone to Florida, we've gone to Hawaii, went to Las 72 00:03:06,800 --> 00:03:08,840 Vegas, decided we were going to do Nashville. 73 00:03:08,840 --> 00:03:11,560 So I went to Nashville for a few days and just kind of winged it. 74 00:03:11,800 --> 00:03:12,800 Had a great time. Nice. 75 00:03:12,800 --> 00:03:14,000 This is the first time I met your brother. 76 00:03:14,000 --> 00:03:15,560 I met your mom before when we moved you down. 77 00:03:15,560 --> 00:03:17,760 Yeah, yeah, 'cause they, they were in town for a couple days 78 00:03:17,800 --> 00:03:21,040 before we all flew to Nashville. So they, we came here, they 79 00:03:21,040 --> 00:03:24,160 wanted to check out the keto brick and see where the magic 80 00:03:24,160 --> 00:03:25,720 happens. And yeah, so you got to meet 81 00:03:25,720 --> 00:03:27,280 him. You met my mom once before. 82 00:03:27,560 --> 00:03:28,840 His name's Tyler, right? Steve. 83 00:03:28,960 --> 00:03:29,600 Steve. Yep. 84 00:03:29,600 --> 00:03:31,200 What did I get Tyler? I don't know. 85 00:03:31,880 --> 00:03:33,880 Yeah, he's younger brother. Yep, younger brother, three 86 00:03:33,880 --> 00:03:38,240 years younger, Nice. And he has recently lost pretty 87 00:03:38,240 --> 00:03:40,600 decent amount of weight. He's kind of changed his his way 88 00:03:40,600 --> 00:03:43,680 of eating and adopted a little bit of a low carb, ketogenic, 89 00:03:44,120 --> 00:03:47,400 healthier, cleaner, cleaner eating cooks a lot of his meals, 90 00:03:48,080 --> 00:03:50,440 so he's rocking it. Yeah, it's awesome, man. 91 00:03:50,520 --> 00:03:52,800 And your mom's sweetheart. I've I like her a lot. 92 00:03:52,800 --> 00:03:55,880 She is. Every time I see her twice now 93 00:03:56,960 --> 00:03:58,960 we get to talk and she's just a good, good soul. 94 00:03:58,960 --> 00:03:59,920 Yes, she is good soul. That's. 95 00:04:00,200 --> 00:04:03,160 Probably why I'm a good soul. Probably an Appleton far too far 96 00:04:03,160 --> 00:04:04,040 from the tree. That's true. 97 00:04:04,040 --> 00:04:05,360 I wish she could have met you, Dan. 98 00:04:05,760 --> 00:04:07,520 Yep. Who was the when you were 99 00:04:07,520 --> 00:04:08,560 getting when you were growing up? 100 00:04:08,560 --> 00:04:12,880 Who was the the Stern 1? I never stern, well, I, we never 101 00:04:12,880 --> 00:04:15,560 really had like stern upbringing. 102 00:04:15,560 --> 00:04:17,959 We never really, we never really got in trouble. 103 00:04:18,240 --> 00:04:20,640 I can't even count the number of times I was quote UN quote 104 00:04:20,640 --> 00:04:23,040 grounded. We never really, but that's 105 00:04:23,040 --> 00:04:24,720 because we were pretty well behaved. 106 00:04:24,760 --> 00:04:28,600 I think looking back on it and seeing children nowadays, like 107 00:04:28,600 --> 00:04:31,400 we never used to do any of this crazy stuff that kids nowadays 108 00:04:31,400 --> 00:04:33,760 do. Like we behaved, but we didn't 109 00:04:33,760 --> 00:04:35,880 have social media, we didn't have phones, we didn't have 110 00:04:35,880 --> 00:04:38,760 devices, we didn't have all the crazy electronics. 111 00:04:39,120 --> 00:04:41,680 Like we played outside, we got dirty, we built tree forts. 112 00:04:41,760 --> 00:04:43,560 We didn't. That's what I did, you know, You 113 00:04:43,560 --> 00:04:47,360 know, that would drop a bucket load of dirt in the ground and 114 00:04:47,360 --> 00:04:49,400 I'd play in that with army men for hours. 115 00:04:49,480 --> 00:04:52,240 I mean, like I, we, we would like cut boards and we'd make 116 00:04:52,240 --> 00:04:54,520 ladders and we'd just go screw off in the woods. 117 00:04:54,520 --> 00:04:58,080 And you know, I didn't get into trouble anywhere like kids 118 00:04:58,080 --> 00:05:01,800 nowadays. Yeah, I'm hopeful that with 119 00:05:01,800 --> 00:05:04,600 Rigel and Hazen, since we have some property, they'll be able 120 00:05:04,600 --> 00:05:07,040 to like just learn skills and play on that. 121 00:05:07,040 --> 00:05:09,040 We'll have like the animals, they can learn responsibilities 122 00:05:09,040 --> 00:05:12,360 to take care of the animals. But like I'm really hesitant to 123 00:05:12,400 --> 00:05:15,840 introduce them to too much technology, especially too early 124 00:05:15,840 --> 00:05:17,440 on. At the same time, it's like you 125 00:05:17,440 --> 00:05:19,360 got to balance that because you don't want them to be totally 126 00:05:19,360 --> 00:05:22,760 inept with technology because you need it going forward. 127 00:05:22,760 --> 00:05:27,040 And like, I was, I was a, you know, stark contrast to that. 128 00:05:27,040 --> 00:05:29,920 Like I was so proud of the fact that I didn't own a phone, that 129 00:05:29,920 --> 00:05:32,560 I didn't know how to work a computer, that I didn't have 130 00:05:32,560 --> 00:05:34,880 ATV, that I didn't know how to do any of this stuff. 131 00:05:35,480 --> 00:05:37,960 And I think that was great. But like, once I actually 132 00:05:37,960 --> 00:05:40,040 started trying to build a business, it's like, OK, this is 133 00:05:40,040 --> 00:05:42,560 not serving me at all. I have to be able to be well 134 00:05:42,560 --> 00:05:45,200 versed in this stuff so. It's like trying to teach a 135 00:05:45,200 --> 00:05:48,800 grandparent or somebody in an older demographic to use like 136 00:05:49,000 --> 00:05:52,440 Microsoft or just basic, you know, how to type an e-mail. 137 00:05:52,560 --> 00:05:55,520 Like you definitely want them to have some of the foundational 138 00:05:55,520 --> 00:05:56,760 skills. Some of the basics. 139 00:05:57,800 --> 00:06:00,680 All right, so behind the scenes, we're talking shop here. 140 00:06:00,880 --> 00:06:04,240 BTSBTS. That's what you put that acronym 141 00:06:04,240 --> 00:06:05,880 in the canvas. I didn't know what the heck it 142 00:06:05,880 --> 00:06:08,960 was, but BTS behind the scenes now it makes sense. 143 00:06:10,560 --> 00:06:13,920 So we had a peanut butter Hallelujah lunch this past 144 00:06:13,920 --> 00:06:16,200 Sunday. There are technically still a 145 00:06:16,200 --> 00:06:21,080 handful of those on the site, like 100, I think like 100, so 146 00:06:21,080 --> 00:06:23,400 those didn't sell out quite as fast, but we're actually making 147 00:06:23,400 --> 00:06:26,240 more of those today in the kitchen, so we'll be able to put 148 00:06:26,240 --> 00:06:29,920 those on site tomorrow. So we should have a little 149 00:06:29,920 --> 00:06:33,400 buffer of that flavour that isn't sold out, but most of the 150 00:06:33,400 --> 00:06:36,000 tallow flavours have been selling out lickety split. 151 00:06:36,000 --> 00:06:40,400 Super quick tallow is is definitely running the storm. 152 00:06:40,400 --> 00:06:43,960 Yeah, it is rocking and rolling. So we're just going to do a 153 00:06:43,960 --> 00:06:48,640 little deep dive right now and to give the listeners and 154 00:06:48,640 --> 00:06:52,160 viewers some context here. We, I filmed a video, a talking 155 00:06:52,160 --> 00:06:55,520 head video that went into the behind the scenes of some 156 00:06:55,520 --> 00:06:58,600 changes taking place at Keto Brick that is actually going 157 00:06:58,600 --> 00:07:01,840 live on Thursday this week, which is the 1st of May. 158 00:07:03,200 --> 00:07:05,080 So I haven't gotten any feedback on that video yet. 159 00:07:05,080 --> 00:07:08,160 Obviously, because it's not live upon this recording, it will be 160 00:07:08,160 --> 00:07:09,120 this. One goes live on. 161 00:07:09,400 --> 00:07:11,600 Friday, this one this that we're recording right now is going to 162 00:07:11,600 --> 00:07:15,440 go live on Friday the 2nd. So we're going to have like a 163 00:07:15,440 --> 00:07:17,360 double whammy of information that's going to be hitting 164 00:07:17,360 --> 00:07:19,720 people. But I have not gotten any 165 00:07:19,720 --> 00:07:22,520 feedback on that information because it's not public yet. 166 00:07:23,320 --> 00:07:28,240 So this is definitely BTS behind the scenes, but big changes at 167 00:07:28,240 --> 00:07:31,680 Keto Brick. We are increasing the baseline 168 00:07:31,680 --> 00:07:36,480 price of the Keto Brick from $12.00, which it has been since 169 00:07:36,480 --> 00:07:44,560 we launched in March of 2018, to $15, which is a pretty big jump. 170 00:07:45,680 --> 00:07:48,680 And it's super scary, ma'am. Like I as the business owner, as 171 00:07:48,680 --> 00:07:53,040 the founder, CEO, it's always scary changing anything because 172 00:07:53,040 --> 00:07:54,680 people get so accustomed to a certain thing. 173 00:07:54,680 --> 00:07:57,400 They get this expectation. That's what they're familiar 174 00:07:57,400 --> 00:08:00,120 with. They don't like change and we 175 00:08:00,120 --> 00:08:02,000 have to change. Like we've been crunching 176 00:08:02,000 --> 00:08:06,120 numbers non-stop. I'm seeing spreadsheets in my 177 00:08:06,120 --> 00:08:10,560 sleep, and the reality of our situation is that if we were to 178 00:08:10,560 --> 00:08:14,000 keep the bricks priced at $12.00 per brick as a baseline price, 179 00:08:14,240 --> 00:08:15,560 there would be no more keto bricks. 180 00:08:16,040 --> 00:08:18,680 And I don't want that to be the case. 181 00:08:18,680 --> 00:08:23,640 So we're bumping up the pricing, and I'm hopeful that that 182 00:08:23,640 --> 00:08:29,400 information is well received, accepted and supported, because 183 00:08:29,400 --> 00:08:30,600 a lot's riding on that, you know? 184 00:08:30,720 --> 00:08:32,760 Yeah. The success of the business is 185 00:08:32,760 --> 00:08:36,400 riding on it, Yeah, like all the expenses that we incur have been 186 00:08:36,400 --> 00:08:39,679 climbing since day one, but the prices have not. 187 00:08:40,320 --> 00:08:42,080 Yeah, and it's funny, man, 'cause like when we, when 188 00:08:42,080 --> 00:08:45,360 Crystal and I made keto brick in the very beginning, like we 189 00:08:45,360 --> 00:08:46,760 never again planned on selling it. 190 00:08:46,760 --> 00:08:48,800 It was just something that I was making for my own consumption. 191 00:08:49,240 --> 00:08:51,720 And then when we actually started making them to sell 192 00:08:51,720 --> 00:08:54,400 because there was demand for it, I didn't know how to price a 193 00:08:54,400 --> 00:08:57,320 product. I I was doing all the work, she 194 00:08:57,320 --> 00:08:59,040 was doing all the work. We weren't paying ourselves to 195 00:08:59,040 --> 00:09:01,480 do the work. So we would work on normal jobs 196 00:09:01,800 --> 00:09:04,040 and then we would stay up on that making keto bricks. 197 00:09:04,480 --> 00:09:07,800 And we were the only employees. So we weren't compensating 198 00:09:07,800 --> 00:09:12,040 ourselves for our work. We were just making them and 199 00:09:12,040 --> 00:09:14,480 then I was buying all the ingredients at retail pricing 200 00:09:14,480 --> 00:09:18,200 because I couldn't afford a pallet of ingredients at that 201 00:09:18,200 --> 00:09:22,440 time in the very beginning. So I made spreadsheets way back 202 00:09:22,440 --> 00:09:26,160 then, figured out what I assumed things would cost, factor in the 203 00:09:26,160 --> 00:09:31,440 shipping cost then and what my ingredient costs were. 204 00:09:32,280 --> 00:09:36,280 Didn't factor in payroll because it was just me and I'm OK $12.00 205 00:09:36,280 --> 00:09:39,840 brick sounds reasonable. Let's rock'n'roll with him. 206 00:09:40,040 --> 00:09:44,080 And since then, all of my costs have obviously gone up. 207 00:09:44,080 --> 00:09:45,880 I've got employees now. I'm paying them. 208 00:09:47,080 --> 00:09:48,720 I think I'm paying you, right. You get paid, don't you? 209 00:09:49,960 --> 00:09:51,800 And then paying bricks. Yeah. 210 00:09:52,000 --> 00:09:55,720 And then the shipping costs. Like people don't realize this, 211 00:09:55,720 --> 00:10:01,480 but like the shipping carriers like UPS, FedEx, USPSDHL, they 212 00:10:01,600 --> 00:10:04,800 systematically increase their rates pretty much every six 213 00:10:04,800 --> 00:10:07,280 months like clockwork. Every six months they increase 214 00:10:07,280 --> 00:10:09,800 twice a year. And we didn't even start 215 00:10:09,800 --> 00:10:14,360 charging shipping until last year, 2024. 216 00:10:14,680 --> 00:10:19,560 So that whole time I was just losing margins by covering the 217 00:10:19,560 --> 00:10:21,280 shipping cost. I'm like, we can't do this or we 218 00:10:21,280 --> 00:10:23,480 will go out of business. So we actually started charging 219 00:10:23,480 --> 00:10:26,920 shipping like every other online retailer besides Amazon does 220 00:10:27,760 --> 00:10:30,240 last year. And we've like done a few things 221 00:10:30,240 --> 00:10:34,040 like change the volume discount structure, stuff like that. 222 00:10:34,200 --> 00:10:38,280 But we have not ever increased the base price of the brick from 223 00:10:38,280 --> 00:10:42,080 the $12.00. And I would love to keep it at 224 00:10:42,080 --> 00:10:45,000 $12.00, but it's just not going to happen. 225 00:10:45,120 --> 00:10:47,240 We're not going to have. Literally losing money. 226 00:10:47,280 --> 00:10:51,160 Yeah, I'm, I'm literally looking at the account at the end of 227 00:10:51,160 --> 00:10:54,920 every month after I pay for the ingredients, payroll, fixed 228 00:10:54,920 --> 00:10:58,080 expenses, variable expenses, and there's literally never any 229 00:10:58,080 --> 00:11:01,720 money remaining, which makes scaling and growing and 230 00:11:01,720 --> 00:11:03,920 providing more quality impossible. 231 00:11:05,080 --> 00:11:06,920 And we're selling out like crazy. 232 00:11:07,160 --> 00:11:09,120 Yeah, so demands there. Demand is there. 233 00:11:09,120 --> 00:11:11,440 And I'm doing a disservice because like, it's weird, man. 234 00:11:11,440 --> 00:11:14,040 I, I never made the bricks to make money. 235 00:11:14,040 --> 00:11:15,400 I made the bricks to make a difference. 236 00:11:15,760 --> 00:11:19,680 And my initial goal with it all has always been, it will 237 00:11:19,680 --> 00:11:23,480 continue to be to make the best quality, the world's greatest 238 00:11:23,480 --> 00:11:25,640 meal replacement bar on the market, period. 239 00:11:25,880 --> 00:11:27,080 And I feel like we accomplished them. 240 00:11:27,520 --> 00:11:30,320 And the very beginning, it was like, you know, there wasn't any 241 00:11:30,320 --> 00:11:33,400 keto products out there. And it's like, I want to give 242 00:11:33,400 --> 00:11:35,960 people a better alternative to everything else they're eating. 243 00:11:36,360 --> 00:11:39,000 You know, keto's, the way I believe in it, it's totally 244 00:11:39,000 --> 00:11:42,000 transformed my life. So like, let me give them a 245 00:11:42,000 --> 00:11:45,400 better option than the fast food they're eating, than the crap 246 00:11:45,400 --> 00:11:47,480 candy bars and protein bars they're eating. 247 00:11:48,200 --> 00:11:51,320 And I want it to be competitive with a Snickers bar. 248 00:11:51,600 --> 00:11:55,200 Because if people are already eating Snickers bars and I'm 249 00:11:55,360 --> 00:11:58,560 offering them a, you know, cheaper cost per calorie than a 250 00:11:58,560 --> 00:12:01,280 Snickers bar, Like what reason would they not have to just eat 251 00:12:01,280 --> 00:12:05,480 that and then get healthier and tried to basically make them 252 00:12:05,480 --> 00:12:10,560 accessible to get to the masses. And now it's like I've held on 253 00:12:10,560 --> 00:12:15,360 to that so long at that price point that I've failed in the 254 00:12:15,360 --> 00:12:19,400 accessibility compartment because right now they're not 255 00:12:19,400 --> 00:12:20,960 accessible because they're always sold out. 256 00:12:21,000 --> 00:12:25,040 So it's like I can't cater to the masses that are buying 257 00:12:25,040 --> 00:12:29,920 Snickers bars and crappy protein bars because they're using cheap 258 00:12:29,920 --> 00:12:31,920 ingredients and have margins. And I don't. 259 00:12:32,640 --> 00:12:35,680 I would rather double down on our target customer that wants 260 00:12:35,680 --> 00:12:39,800 the higher quality stuff and make it accessible to them so 261 00:12:39,800 --> 00:12:42,080 they always have it as an option as opposed to always going to 262 00:12:42,080 --> 00:12:44,920 our site and it being sold out. But I can't do that if I don't 263 00:12:44,920 --> 00:12:48,160 have any margins. So I'm just going to focus all 264 00:12:48,160 --> 00:12:50,480 my efforts on serving our target audience. 265 00:12:50,480 --> 00:12:54,000 You know, and there's a lot of people that chime in who are not 266 00:12:54,160 --> 00:12:55,640 our target audience. Yeah. 267 00:12:55,640 --> 00:12:57,440 Especially like with the ads like you get people. 268 00:12:57,440 --> 00:13:00,320 That it's absolutely crazy it I know we've mentioned it before 269 00:13:00,320 --> 00:13:06,720 on on this top or this this talk, but it's never ending. 270 00:13:06,720 --> 00:13:09,080 Like the people that comment in on the ads on social media, on 271 00:13:09,080 --> 00:13:12,400 Facebook, on Instagram, even just one of our posts is just 272 00:13:12,400 --> 00:13:14,440 like, they just don't understand. 273 00:13:14,840 --> 00:13:16,640 And I don't think they care to understand some of the people 274 00:13:16,640 --> 00:13:20,560 that are just looking at it as just another gimmicky, you know, 275 00:13:20,720 --> 00:13:25,080 crap processed food bar that's quote UN quote overly priced, 276 00:13:25,080 --> 00:13:28,920 you know, but they're also the people that are don't care about 277 00:13:28,920 --> 00:13:30,680 their health and nutrition. They don't care about reading 278 00:13:30,680 --> 00:13:32,480 ingredients. They don't care about nutrition 279 00:13:32,480 --> 00:13:35,640 or ingredient quality. They don't care about, you know, 280 00:13:35,640 --> 00:13:38,200 bettering themselves. They just want to grab some fast 281 00:13:38,200 --> 00:13:40,760 food and. Yeah, and I can't, I can't try 282 00:13:40,760 --> 00:13:41,840 and appease them anymore. You. 283 00:13:41,880 --> 00:13:45,040 Know it's hard, yeah. I mean, because you, you would 284 00:13:45,040 --> 00:13:47,720 hope that you could somehow convert them into wanting to 285 00:13:47,720 --> 00:13:50,800 better themselves. But some people are so stuck in 286 00:13:50,800 --> 00:13:55,080 the mindset that you know, we're wrong and they're right or 287 00:13:55,120 --> 00:13:57,720 whatever that they just, they're just close minded. 288 00:13:58,200 --> 00:14:01,880 Yeah. And like, for me, I, I would 289 00:14:01,880 --> 00:14:04,440 just rather double down on the people that are our target 290 00:14:04,440 --> 00:14:09,200 audience and offer them a better option that is available to 291 00:14:09,200 --> 00:14:10,400 them. And the people that are just 292 00:14:10,400 --> 00:14:12,560 negative or don't get it and don't plan to get it. 293 00:14:12,560 --> 00:14:15,080 Like they can keep buying their Snickers bars, they can keep 294 00:14:15,080 --> 00:14:18,000 buying their Big Macs, they can keep buying their Quest bars or 295 00:14:18,000 --> 00:14:20,720 whatever it is they're eating because like, we're never going 296 00:14:20,720 --> 00:14:22,160 to make them happy. So I'm not going to waste time 297 00:14:22,160 --> 00:14:24,040 trying, you know? And they're the same people who 298 00:14:24,040 --> 00:14:27,520 just shop by price anyways, you know, And if if that's the first 299 00:14:27,520 --> 00:14:29,880 thing you look at is the price, then you're probably not 300 00:14:29,880 --> 00:14:32,800 prioritizing nutrition anyways. You know, like you or I go to 301 00:14:33,040 --> 00:14:36,600 Whole Foods, for example, and we look at ingredient quality or 302 00:14:36,600 --> 00:14:38,440 what's in it nutritionally speaking. 303 00:14:38,720 --> 00:14:41,720 And then we look at the price where you flip the container 304 00:14:41,720 --> 00:14:43,680 around. You look at the, you know, what 305 00:14:43,680 --> 00:14:45,960 are the macros look like? What's what, what are the food? 306 00:14:45,960 --> 00:14:47,240 What are the ingredients in this food? 307 00:14:47,240 --> 00:14:48,920 Is there any seed oils? Is there any sugar? 308 00:14:48,920 --> 00:14:52,200 Is there any other, you know, fillers and fibers and garbage? 309 00:14:52,320 --> 00:14:54,040 Then you say, OK, this looks good. 310 00:14:54,080 --> 00:14:56,480 How much is it? Instead of saying, wow, that's 311 00:14:56,480 --> 00:14:58,360 too expensive before you even look at it, Yeah. 312 00:14:58,440 --> 00:15:01,040 You know, and I'm just like, I'm not trying to price gouge 313 00:15:01,040 --> 00:15:02,280 people. Like I'm not trying to RIP their 314 00:15:02,280 --> 00:15:05,560 head off because I want it to be a accessible option for them, 315 00:15:05,560 --> 00:15:09,040 for the ones that get in. And I think even at the, I mean, 316 00:15:09,040 --> 00:15:11,440 I know because I've crunched the numbers, but like even with the 317 00:15:11,440 --> 00:15:17,040 price change, we are still cheaper than all of the other, 318 00:15:17,560 --> 00:15:20,640 you know, competitive products out there that offer a quality 319 00:15:20,640 --> 00:15:22,200 option. Like we're still cheaper than 320 00:15:22,200 --> 00:15:24,000 the quality options. We're just no longer. 321 00:15:25,400 --> 00:15:27,280 That's The thing is that you have to put it in the same 322 00:15:27,280 --> 00:15:29,360 bracket as other quality options. 323 00:15:29,680 --> 00:15:32,600 When you compare it to some of these other quote, UN quote keto 324 00:15:32,600 --> 00:15:35,840 bars that are rolling out, you know, like they're just filled 325 00:15:35,840 --> 00:15:38,240 with fiber. Tapioca starch. 326 00:15:38,240 --> 00:15:42,400 Tapioca starch and filler, maltodextrin, all these just 327 00:15:42,400 --> 00:15:45,120 trash ingredients and their claim to fame is that it's the 328 00:15:45,280 --> 00:15:49,640 low net carbs or you know, 0 net carb, 5 net carb, whatever, and 329 00:15:49,640 --> 00:15:51,480 you flip it around and it's just filled with. 330 00:15:52,240 --> 00:15:54,160 Yeah. And at the end of the day, like 331 00:15:54,760 --> 00:15:57,520 all these companies that are outsourcing and using a Co 332 00:15:57,520 --> 00:16:01,440 Packer, like they are having to fit within the Co Packers mold 333 00:16:01,840 --> 00:16:04,800 and all of those Co Packers are trying to make money because 334 00:16:04,800 --> 00:16:06,880 they don't care. Like their their customers are 335 00:16:06,880 --> 00:16:09,240 not the people eating the the bars, their customers are the 336 00:16:09,240 --> 00:16:11,000 people that are hiring them to make their bars. 337 00:16:11,000 --> 00:16:11,920 Right. They just care about money. 338 00:16:11,920 --> 00:16:12,960 It's money. Money, money, money. 339 00:16:13,120 --> 00:16:17,600 And with that said, they don't have the quality control but all 340 00:16:17,600 --> 00:16:19,000 of the bars are playing the same game. 341 00:16:19,000 --> 00:16:23,040 That's why all of the bars are like 180 to 240 calories, 342 00:16:23,040 --> 00:16:24,160 because they're all going through a. 343 00:16:24,200 --> 00:16:27,680 COPAC snack bars. Snack bars, so like you can't 344 00:16:27,680 --> 00:16:34,360 compare the brick price per calorie to our price per meal to 345 00:16:34,360 --> 00:16:37,840 like one of those because we're like four or five times the 346 00:16:37,840 --> 00:16:40,760 size. But if you look at us as a meal, 347 00:16:40,760 --> 00:16:45,080 as we are 1000 calories and compare that to another 1000 348 00:16:45,080 --> 00:16:47,840 calories from quality sources, we blow them out of the water 349 00:16:48,200 --> 00:16:51,000 day in, day out. You know, so I mean, it just is 350 00:16:51,000 --> 00:16:52,120 what it is. Like we're going to have to do a 351 00:16:52,120 --> 00:16:54,800 little bit more work educating the consumer for those that 352 00:16:54,800 --> 00:16:57,320 don't know. But for those that do know, like 353 00:16:57,360 --> 00:17:00,360 they've already got it, you know, like I emailed when this 354 00:17:00,360 --> 00:17:01,760 was coming, when I knew this was going to happen. 355 00:17:01,760 --> 00:17:05,280 I emailed several people after the cookie dough launch because 356 00:17:05,280 --> 00:17:08,119 I, in that newsletter, I asked for feedback on the cookie dough 357 00:17:08,119 --> 00:17:09,560 launch. And then several of the people 358 00:17:09,560 --> 00:17:11,880 responded back with what their, what their thoughts were on it. 359 00:17:12,520 --> 00:17:14,760 They all loved them. And I'm like, all right, by the 360 00:17:14,760 --> 00:17:16,560 way, this is coming. I just want to give you a heads 361 00:17:16,560 --> 00:17:19,400 up and get your honest opinion as a consumer of the bricks. 362 00:17:19,680 --> 00:17:23,400 And like, man, we've got the best, most loyal customer base. 363 00:17:23,400 --> 00:17:25,079 Like we don't have a massive audience. 364 00:17:25,079 --> 00:17:27,480 Like there's a lot of people on social media that have a way 365 00:17:27,480 --> 00:17:33,040 bigger following than me. But my customer base, the keto 366 00:17:33,040 --> 00:17:34,800 brick consumers are loyal audience. 367 00:17:35,160 --> 00:17:37,440 Like it's like the freaking 300 Spartans, man. 368 00:17:37,440 --> 00:17:41,360 Like I would take them over these masses any day of the week 369 00:17:41,840 --> 00:17:45,040 because they're just better. Like they've been with us from 370 00:17:45,040 --> 00:17:46,840 the beginning. They understand where we came 371 00:17:46,840 --> 00:17:48,400 from. They understand the bootstrap of 372 00:17:48,400 --> 00:17:51,440 the business. They just get it man. 373 00:17:51,440 --> 00:17:52,520 Dude. That's why I work here. 374 00:17:52,720 --> 00:17:55,720 Yeah, yeah, yeah. And like, like we're a freaking 375 00:17:55,720 --> 00:17:57,200 family. We had a little meeting this 376 00:17:57,200 --> 00:18:01,080 morning and it's like y'all are my family and those people like 377 00:18:01,080 --> 00:18:03,000 I would, I would take a bullet for those people. 378 00:18:03,080 --> 00:18:07,600 And they all know me well enough to know that I'm not doing this 379 00:18:07,600 --> 00:18:09,400 out of like self-serving interests. 380 00:18:09,400 --> 00:18:11,120 Like this just is what it is with the business. 381 00:18:11,120 --> 00:18:13,640 And for me to be able to better serve them, this is what has to 382 00:18:13,640 --> 00:18:15,320 happen. Like the numbers simply are what 383 00:18:15,320 --> 00:18:16,840 they are. We're not spending anything 384 00:18:16,840 --> 00:18:20,320 extravagantly. Everything that I go through 385 00:18:20,320 --> 00:18:22,360 every month, I look at all of my accounting books, I'm like, 386 00:18:22,360 --> 00:18:24,880 look, we use that, We use that. We need that. 387 00:18:24,880 --> 00:18:27,560 We need that. Like we don't spending money 388 00:18:27,560 --> 00:18:30,400 unnecessarily. All of our costs have gone up. 389 00:18:30,400 --> 00:18:32,440 The tariffs are going to impact things that we're getting 390 00:18:32,440 --> 00:18:34,520 internationally. Like cacao doesn't even grow in 391 00:18:34,520 --> 00:18:36,160 America. So like that has to come 392 00:18:36,160 --> 00:18:38,080 internationally. And there's the cacao crisis. 393 00:18:38,440 --> 00:18:42,120 So my cacao crop costs have literally exceeded 300% from 394 00:18:42,120 --> 00:18:45,600 what they were previously. The towel is still more 395 00:18:45,600 --> 00:18:47,640 expensive than what I was originally paying for a cacao. 396 00:18:49,120 --> 00:18:51,560 All of our costs, like the film that we're using in the new 397 00:18:51,560 --> 00:18:54,400 bricks so that it seals better, so that it doesn't leak. 398 00:18:55,240 --> 00:18:58,320 That film is twice as expensive as the film we were using. 399 00:18:59,320 --> 00:19:03,120 Our shipping costs have, you know, gone up every six months 400 00:19:03,120 --> 00:19:07,600 like we've said, and we're just doing a lot of different things. 401 00:19:07,600 --> 00:19:10,200 And in order to double down on tallow production and make those 402 00:19:10,200 --> 00:19:13,520 more accessible and more in stock, I need to be able to buy, 403 00:19:13,720 --> 00:19:16,320 you know, more ingredients on the front end so that by the 404 00:19:16,320 --> 00:19:19,080 time they get here, I'm able to produce enough to keep them in 405 00:19:19,080 --> 00:19:21,440 stock. That requires more of a margin. 406 00:19:22,600 --> 00:19:25,480 Everything is just expensive. And like, I was doing some 407 00:19:25,480 --> 00:19:27,800 research on the history of grocery costs. 408 00:19:28,160 --> 00:19:32,280 And since the last election cycle, so since 2020, the 409 00:19:32,320 --> 00:19:36,160 average cost of groceries has increased over 25%. 410 00:19:36,280 --> 00:19:39,640 And there's some outliers like dairy, I think is up 30%. 411 00:19:39,640 --> 00:19:42,800 Eggs are through the roof, obviously, but the average cost 412 00:19:42,800 --> 00:19:47,480 of groceries has gone up 25%. And I feel like people are 413 00:19:47,480 --> 00:19:50,200 understanding and recognize that reality. 414 00:19:50,200 --> 00:19:52,840 And that's what they were saying back in that e-mail response. 415 00:19:52,840 --> 00:19:55,120 It's like people get it, like they're, they're dealing with 416 00:19:55,120 --> 00:19:57,680 these higher costs. And I'm not trying to burden 417 00:19:57,680 --> 00:20:00,080 them anymore because I want it to be accessible to people. 418 00:20:00,440 --> 00:20:03,240 But. I can't realistically not go up 419 00:20:03,240 --> 00:20:04,840 in price if everything around me is. 420 00:20:04,840 --> 00:20:06,640 Exactly. And we were just doing plans and 421 00:20:06,640 --> 00:20:09,160 purchasing just the other day and we were ordering, I don't 422 00:20:09,160 --> 00:20:12,880 remember what it was boxes of. Cacao powder. 423 00:20:12,880 --> 00:20:14,640 Cup powder or nibs or something like that. 424 00:20:14,640 --> 00:20:19,680 And here we are again. Look, your cost for nibs or 425 00:20:19,680 --> 00:20:23,120 coconut flakes or whatever it was is now higher than the last 426 00:20:23,120 --> 00:20:25,960 time we ordered. So that means our cost to 427 00:20:25,960 --> 00:20:28,640 produce each brick is going up because of those ones. 428 00:20:28,640 --> 00:20:30,920 And then there's another ingredient that just got more 429 00:20:30,920 --> 00:20:33,560 expensive and then shipping of those ingredients just got more 430 00:20:33,560 --> 00:20:36,120 expensive. Everything but it's crazy is 431 00:20:36,200 --> 00:20:39,360 none of these other companies tell people when their prices go 432 00:20:39,360 --> 00:20:40,640 up. They just do it. 433 00:20:40,760 --> 00:20:42,960 They just roll out new prices and you're like, wait a second, 434 00:20:43,040 --> 00:20:45,560 wasn't that $3 cheaper last time I bought it? 435 00:20:45,640 --> 00:20:48,600 And so like the transparency is is. 436 00:20:48,680 --> 00:20:51,560 Crucial for me. It's like I don't want to pull 437 00:20:51,560 --> 00:20:54,720 the wool over anybody's eyes. Like if I've got an issue, y'all 438 00:20:54,720 --> 00:20:56,760 the first to know. If there's a concern, y'all the 439 00:20:56,760 --> 00:20:59,960 first to know. Like if there's a change I want 440 00:20:59,960 --> 00:21:03,560 my people to know and if that's just how it should be done. 441 00:21:03,680 --> 00:21:05,760 You know, there's another option for this whole crisis. 442 00:21:05,760 --> 00:21:08,080 What's that? Instead of raising the prices, 443 00:21:08,480 --> 00:21:11,200 we could just start introducing like canola oil. 444 00:21:11,560 --> 00:21:13,160 Yeah, make a canola oil brick. Yeah. 445 00:21:13,160 --> 00:21:16,960 We could, we could swap out half the tallow for a nice, you know, 446 00:21:17,000 --> 00:21:20,080 vegetable oil, canola oil, soybean oil. 447 00:21:20,080 --> 00:21:21,520 That stuff's cheap. That's cheap. 448 00:21:21,520 --> 00:21:23,600 Good. What else? 449 00:21:23,600 --> 00:21:27,120 I mean, we could even swap out some of the the the flavors we 450 00:21:27,120 --> 00:21:29,240 could get really cheap quality protein. 451 00:21:29,320 --> 00:21:30,600 We could do that. We just want to do that. 452 00:21:30,600 --> 00:21:31,840 We could do that, make a lot of money. 453 00:21:31,840 --> 00:21:33,880 We could. We could drive like super fancy 454 00:21:33,880 --> 00:21:36,000 cars. Yeah, yeah, we could do that. 455 00:21:37,600 --> 00:21:38,800 That just wouldn't be right, man. 456 00:21:38,880 --> 00:21:40,440 Wouldn't be right. So I'm not going to do that. 457 00:21:40,440 --> 00:21:44,040 Wrong path, wrong path. But like I said, we'll probably 458 00:21:44,040 --> 00:21:47,080 lose some people with this because that's just the reality 459 00:21:47,080 --> 00:21:49,280 of the situation. But I, I believe in my heart of 460 00:21:49,280 --> 00:21:52,640 hearts that our target customers will get it, that they'll 461 00:21:52,640 --> 00:21:55,880 understand it. And like I said, we got the best 462 00:21:55,880 --> 00:21:58,280 freaking most loyal customer base ever and. 463 00:21:58,280 --> 00:22:01,520 Well, the only other option you You may lose a few people while 464 00:22:01,520 --> 00:22:03,680 this happens. If this doesn't happen, you're 465 00:22:03,680 --> 00:22:05,320 going to lose everybody. Yeah. 466 00:22:05,320 --> 00:22:07,760 And that's, that's the reality that's, you know, it's like we 467 00:22:07,800 --> 00:22:12,400 may lose a few that don't get it, but I'd do it. 468 00:22:12,400 --> 00:22:15,160 I'd rather do this and stay in business so we can keep serving 469 00:22:15,160 --> 00:22:18,120 those that do you know. So there's that, but. 470 00:22:18,160 --> 00:22:20,160 On the flip side. It's not all doom and gloom. 471 00:22:21,080 --> 00:22:26,120 So we are going to roll out this pretty freaking awesome loyalty 472 00:22:26,120 --> 00:22:28,960 program because like with the whole overarching theme here is 473 00:22:28,960 --> 00:22:31,320 like, I want to just better serve the people that are that 474 00:22:31,320 --> 00:22:34,560 do get it, that have been our target consumer that are a loyal 475 00:22:34,560 --> 00:22:36,560 base. And I'm going to roll out this 476 00:22:36,560 --> 00:22:39,760 loyalty program in tandem with the price change. 477 00:22:39,760 --> 00:22:41,400 And this loyalty program is pretty slick, man. 478 00:22:41,400 --> 00:22:45,320 So hopefully it drops at the same time like the price change 479 00:22:45,320 --> 00:22:48,480 will go into effect on the 12th of May, which is a Monday. 480 00:22:49,040 --> 00:22:52,840 If everything goes as scheduled. Yeah, it should all go as 481 00:22:52,840 --> 00:22:54,440 scheduled. I'm, I'm, I'm going to drop the, 482 00:22:54,440 --> 00:22:56,400 the price change on 12th of May for sure. 483 00:22:57,320 --> 00:23:00,440 And then I'm hopeful that the loyalty program will all be done 484 00:23:00,440 --> 00:23:02,960 at that same time and that will go into effect as well. 485 00:23:03,280 --> 00:23:05,520 There may be a little bit of a delay on that, but it will 486 00:23:05,520 --> 00:23:09,280 definitely be the same month of May, hopefully again, both on 487 00:23:09,280 --> 00:23:11,600 the same day on the 12th. But the loyalty program is 488 00:23:11,600 --> 00:23:15,640 pretty slick because you'll basically you're going to get 489 00:23:15,640 --> 00:23:19,320 rewarded for, you know, your keto brick purchases. 490 00:23:19,840 --> 00:23:21,920 So yeah, your dollar spent. There's going to be like a point 491 00:23:21,920 --> 00:23:25,840 system, and then you'll be able to redeem those points on 492 00:23:25,960 --> 00:23:29,600 various different things. You know, swag, merchandise, 493 00:23:29,600 --> 00:23:31,200 keto bricks, all that good stuff. 494 00:23:31,520 --> 00:23:35,600 Plus you'll have multiple tiers, and then people can level up in 495 00:23:35,600 --> 00:23:37,760 tiers based off of their purchase history. 496 00:23:38,520 --> 00:23:42,760 And each tier you get additional incentive perks, a points 497 00:23:42,760 --> 00:23:47,040 multiplier on the latter tiers, you get like, you know, little 498 00:23:47,040 --> 00:23:49,520 stuff like birthday points and you get points for falling on 499 00:23:49,520 --> 00:23:51,720 social, subscribe to the podcast, little stuff like that, 500 00:23:52,000 --> 00:23:54,120 but points based on dollar spent. 501 00:23:55,080 --> 00:23:58,040 And then you'll get all these incentives as you level up. 502 00:23:58,200 --> 00:24:00,920 And then you can obviously redeem the points on greater and 503 00:24:00,920 --> 00:24:03,560 greater things as well. So it's going to be kind of a 504 00:24:03,560 --> 00:24:06,440 cool, tangible way for us to give back to people that that 505 00:24:06,440 --> 00:24:08,720 get it and are with us for the right reasons. 506 00:24:09,840 --> 00:24:11,720 So yeah, I'm. I'm excited. 507 00:24:11,720 --> 00:24:16,640 The most exciting component on this whole loyalty program is 508 00:24:17,120 --> 00:24:21,360 one of the ideas we were talking about and that is early access 509 00:24:21,600 --> 00:24:25,040 to flavor launches. So that might be, I don't know 510 00:24:25,040 --> 00:24:28,320 what we're going to decide on if that's Tier 3 or 4, but you 511 00:24:28,320 --> 00:24:33,000 would essentially unlock maybe a 24 hour window or whatever we 512 00:24:33,240 --> 00:24:34,960 roll out. So don't quote us on this quite 513 00:24:34,960 --> 00:24:38,840 yet, but like, like when we launched Cake Pop, it 514 00:24:38,840 --> 00:24:42,120 disappeared super quick. But in this circumstance, say we 515 00:24:42,120 --> 00:24:46,120 roll out a brand new flavour, people in that tier might get 12 516 00:24:46,120 --> 00:24:50,800 or 24 hours in advance to the public roll out to shop that 517 00:24:50,840 --> 00:24:51,720 flavour. Yeah. 518 00:24:52,160 --> 00:24:55,720 So there'd be vent component and again, we're still kind of 519 00:24:55,720 --> 00:24:59,360 working on the details here, but there there'll also be like I, I 520 00:24:59,360 --> 00:25:03,560 want to get more feedback from the top tier people because if 521 00:25:03,560 --> 00:25:06,240 they're top tier people, they've obviously believe in the brand, 522 00:25:06,560 --> 00:25:08,440 leverage the brand, depend on the brand. 523 00:25:08,680 --> 00:25:10,920 I want to serve them as best I can. 524 00:25:10,920 --> 00:25:13,920 So like I'm going to bring them into the fold for flavor 525 00:25:13,920 --> 00:25:17,080 creation, taste testing, all that stuff. 526 00:25:17,480 --> 00:25:20,320 So it's going to be cool, man Like I'm, I'm excited about it. 527 00:25:20,320 --> 00:25:22,120 This is our first time using something like this. 528 00:25:22,120 --> 00:25:23,600 There's going to be a lot of things that we got to work 529 00:25:23,600 --> 00:25:28,960 through and figure out, but the overarching theme to all of this 530 00:25:28,960 --> 00:25:33,560 is we are, have been and always will be the world's greatest 531 00:25:33,560 --> 00:25:35,680 performance nutrition bar, middle replacement bar. 532 00:25:36,440 --> 00:25:39,640 In order to continue doubling down on that goal, that mission, 533 00:25:39,960 --> 00:25:42,720 we're going to focus specifically on serving our 534 00:25:42,720 --> 00:25:46,560 primary target demographic and making this reality for them of 535 00:25:46,560 --> 00:25:48,520 that primary demographic. We're going to do everything we 536 00:25:48,520 --> 00:25:51,480 can to add as much value to their lives as a consumer of the 537 00:25:51,480 --> 00:25:55,480 bricks as possible and just, you know, really reward them for 538 00:25:55,480 --> 00:25:57,280 being loyal consumers of the bricks. 539 00:25:57,280 --> 00:25:59,800 So it's all a positive in my mind. 540 00:26:00,920 --> 00:26:03,760 It's just always scary because you never know what's going to 541 00:26:03,760 --> 00:26:05,760 happen, you know? But the best things in life are 542 00:26:05,800 --> 00:26:08,120 scary. Best things in life are scary 543 00:26:08,440 --> 00:26:10,480 and like every time we've done any little change, like anytime 544 00:26:10,480 --> 00:26:13,600 we rolled out the shipping cost or anytime we change the volume 545 00:26:13,600 --> 00:26:16,240 discount structure in the past or whatever the case may be, I 546 00:26:16,240 --> 00:26:19,680 always like stress about it, fret about it, lose sleep on it. 547 00:26:20,040 --> 00:26:22,280 And then every single time people are like, look, you're 548 00:26:22,280 --> 00:26:24,400 honest, you're transparent, we get it, we understand. 549 00:26:24,400 --> 00:26:25,720 It's just we out of the situation. 550 00:26:25,720 --> 00:26:28,240 We're always here for you. And I'm sure the same thing is 551 00:26:28,240 --> 00:26:31,800 going to be true with this, but I haven't figured out how to 552 00:26:31,800 --> 00:26:34,520 just like breathe through it all and not worry about it so. 553 00:26:34,800 --> 00:26:36,640 Everything will be OK. Yeah, everything's going to be 554 00:26:36,640 --> 00:26:37,920 OK. What else we got cooking? 555 00:26:39,440 --> 00:26:40,880 The guys are making some bricks right now. 556 00:26:41,360 --> 00:26:43,880 Ellen's rocking some orders. I got some content that I'm 557 00:26:43,880 --> 00:26:46,360 going to work on. We just took progress pictures. 558 00:26:46,360 --> 00:26:48,960 We usually do progress pictures once a week, just kind of check 559 00:26:48,960 --> 00:26:51,280 in, see how things are going. Ellen's in prep, Ralph is in 560 00:26:51,280 --> 00:26:52,440 prep. I'm in prep. 561 00:26:52,840 --> 00:26:54,920 You're in an offseason. I'm in an offseason, but I'm 562 00:26:54,920 --> 00:26:58,000 kind of dieting down. But I'm I'm getting leaner for 563 00:26:58,000 --> 00:26:58,360 sure. You are. 564 00:26:58,360 --> 00:27:00,760 Definitely you can see more visualization. 565 00:27:00,840 --> 00:27:05,000 Yeah, I was at 2O2 at the height of this offseason and I was just 566 00:27:05,000 --> 00:27:07,520 too freaking fluffy. That should be a shirt. 567 00:27:07,520 --> 00:27:08,960 Too freaking fluffy. Too freaking fluffy. 568 00:27:09,720 --> 00:27:12,880 And then right now I, I just weighed in, I was at 182.5. 569 00:27:12,880 --> 00:27:16,400 So I've lost 20 lbs which is crazy, but I'm probably going to 570 00:27:16,400 --> 00:27:20,560 get down to like 175 and then try and hold between 175 and 571 00:27:20,560 --> 00:27:21,760 180. What? 572 00:27:21,800 --> 00:27:24,400 What is your estimated body fat at that level you think? 573 00:27:25,200 --> 00:27:29,080 Probably 12 teens. I mean, yeah, probably 1212 to 574 00:27:29,080 --> 00:27:32,280 14. I I was at 15-5 according to the 575 00:27:32,280 --> 00:27:35,160 in body this morning. I'll make it down a little bit 576 00:27:35,160 --> 00:27:38,760 lighter, which will make my 50 mile March easier because I 577 00:27:38,760 --> 00:27:40,320 won't have as much weight to be carrying around. 578 00:27:40,720 --> 00:27:45,760 And it'll make my next prep smoother as well, which I'm 579 00:27:45,760 --> 00:27:48,520 probably going to prep in 2027. I've been just thinking about 580 00:27:48,520 --> 00:27:50,720 that because you're going to compete this year. 581 00:27:50,720 --> 00:27:54,040 I'm going. To do 2 to 3 to question mark 582 00:27:54,080 --> 00:27:56,440 number of shows this year. And then you're going to take 583 00:27:56,440 --> 00:27:59,160 next year off, obviously. I'm going to reverse into 2026 584 00:27:59,160 --> 00:28:00,080 and. Then you're going to compete in 585 00:28:00,080 --> 00:28:02,240 2027. Might as well step on stage with 586 00:28:02,240 --> 00:28:03,520 you. That's the goal. 587 00:28:04,200 --> 00:28:05,840 I want us to compete against one another. 588 00:28:06,960 --> 00:28:08,320 It'll be good. Yeah, but you're going to what 589 00:28:08,320 --> 00:28:10,600 if you just hack up my macros? I'm not hiring you this. 590 00:28:10,600 --> 00:28:13,360 No, no, no, no, no. See, like in order. 591 00:28:13,440 --> 00:28:17,400 The way my mind works is I want you to be the best you can be 592 00:28:18,240 --> 00:28:21,240 'cause I want to beat you at your best like I don't want. 593 00:28:21,240 --> 00:28:23,040 If you get beat. Then I got beat. 594 00:28:23,040 --> 00:28:26,200 Student beats the teacher. Well then, then I get beat, then 595 00:28:26,200 --> 00:28:28,040 I get beat. But how cool would that be man, 596 00:28:28,040 --> 00:28:30,240 if we actually competed at the same time, you know, that would 597 00:28:30,240 --> 00:28:33,080 be awesome. So let's to figure out a show 598 00:28:33,360 --> 00:28:36,240 'cause we'll both be pros, so we'll have to compete. 599 00:28:36,800 --> 00:28:38,280 On a pro stage if I win a pro card. 600 00:28:38,880 --> 00:28:40,760 You won a pro card. I'm thinking I'm gonna try. 601 00:28:41,000 --> 00:28:44,440 You can't win a pro card but I guess technically with the well 602 00:28:44,440 --> 00:28:46,360 your pro status was in physique though right? 603 00:28:46,800 --> 00:28:49,400 A class I had Pro card in Men's Physique. 604 00:28:49,560 --> 00:28:52,360 Yeah, that was the IP. So IP is no longer gonna be, I 605 00:28:52,400 --> 00:28:53,800 mean, they're just kind of getting swallowed up by the 606 00:28:53,800 --> 00:28:54,960 WNBF. Right. 607 00:28:54,960 --> 00:29:00,400 But they still honour that. So like you're technically, I 608 00:29:00,400 --> 00:29:03,560 guess technically you would be able to compete in a WNBF pro 609 00:29:03,560 --> 00:29:06,240 show for Classic? Or physique and physique. 610 00:29:06,320 --> 00:29:08,440 And I don't want to. I'm going to retire. 611 00:29:08,440 --> 00:29:10,440 You're too big for me. Those shorts hang up the board 612 00:29:10,440 --> 00:29:13,320 shorts. But you have to compete as an 613 00:29:13,320 --> 00:29:17,960 amateur in classic and open bodybuilding to get a pro card 614 00:29:17,960 --> 00:29:21,080 there. And then when you do that, you 615 00:29:21,080 --> 00:29:24,120 and I will both be pro bodybuilding and then we can 616 00:29:24,120 --> 00:29:27,240 compete against one another on a pro stage, which is pretty 617 00:29:27,240 --> 00:29:29,000 slick. So I'm excited about that. 618 00:29:29,760 --> 00:29:33,800 So yeah, 2027. How old will you be in 2027? 619 00:29:33,880 --> 00:29:39,200 2027 I will be well in September I'll be at 47, otherwise I'll be 620 00:29:39,200 --> 00:29:43,120 46, open till September. I'm 33 now, I'll be 34 in 621 00:29:43,120 --> 00:29:45,080 October. So we'd have to be in the open. 622 00:29:45,080 --> 00:29:47,480 35, I'd be 36. Because otherwise I'll probably 623 00:29:47,480 --> 00:29:50,760 just do masters. I'll definitely do open. 624 00:29:50,760 --> 00:29:53,840 I mean especially you. I mean you, you definitely. 625 00:29:53,840 --> 00:29:55,120 I mean you could do masters for sure. 626 00:29:55,120 --> 00:29:57,200 But always do open. Yeah, always do open. 627 00:29:58,160 --> 00:30:00,040 I told Ralph. I mean, Ralph's freaking 62. 628 00:30:00,040 --> 00:30:01,360 I'm like, look man, you look great. 629 00:30:01,480 --> 00:30:05,040 Do open end masters. You know, there's one guy that 630 00:30:05,040 --> 00:30:07,240 called me a day and he's going to, he was asking about doing my 631 00:30:07,240 --> 00:30:08,480 show in September, and he's going to. 632 00:30:10,160 --> 00:30:15,280 Yeah, there was actually. Another Instagram DM somebody 633 00:30:15,280 --> 00:30:17,040 else had inquired on that that'd. 634 00:30:17,040 --> 00:30:18,600 Be awesome yeah, so I'm I'm gonna do it like I don't know 635 00:30:18,600 --> 00:30:20,160 how many competitors we'll have there, but we'll have a 636 00:30:20,160 --> 00:30:22,960 disability category which is super cool you know like. 637 00:30:23,120 --> 00:30:25,160 And that's kind of a broad like you. 638 00:30:25,480 --> 00:30:29,160 It's not, it's not a certain disability, right? 639 00:30:29,280 --> 00:30:32,120 It's no anybody deemed with a disability, physical disability. 640 00:30:32,160 --> 00:30:34,800 Like a lot of them, you know, wheelchair bodybuilding kind of 641 00:30:35,640 --> 00:30:41,560 this guy has cerebral palsy, so his lower leg development is 642 00:30:41,560 --> 00:30:45,520 underdeveloped and he has a hard time contracting some of the 643 00:30:45,520 --> 00:30:46,840 poses for the upper body. Sure. 644 00:30:47,760 --> 00:30:50,400 But I told him, too, I'm like, look, man, you know, you haven't 645 00:30:50,400 --> 00:30:53,040 done a show in, I think you said 12 years or something like that. 646 00:30:53,040 --> 00:30:55,880 Oh, nice. So, you know, get get up there 647 00:30:55,880 --> 00:30:57,040 on stage. Rock'n'roll. 648 00:30:57,800 --> 00:31:01,200 I invited him. I think he's our age. 30s 649 00:31:01,200 --> 00:31:02,280 Forties. Yeah, I think he's. 650 00:31:02,280 --> 00:31:05,200 I think so, but I told him to come to that posing seminar, 651 00:31:05,200 --> 00:31:07,600 which talk about that. We're doing a free posing 652 00:31:07,600 --> 00:31:12,720 seminar May 24th, May 24th, this Saturday. 653 00:31:12,760 --> 00:31:15,760 So yeah, that'll be at Ozark Iron Gym at noon. 654 00:31:16,280 --> 00:31:19,240 So anybody that's listening, it's local or willing to travel, 655 00:31:19,520 --> 00:31:21,440 we'll do a free posing seminar there, which would be good. 656 00:31:21,960 --> 00:31:23,680 You'll be out of town. Unfortunately, going to the 657 00:31:23,680 --> 00:31:25,400 lake. But we'll FaceTime you in or 658 00:31:25,400 --> 00:31:26,960 something. You can like go hit the poses. 659 00:31:26,960 --> 00:31:28,360 On the dock or something like that there. 660 00:31:28,360 --> 00:31:29,160 You go. There you go. 661 00:31:30,320 --> 00:31:32,640 Talked to my dad yesterday. He's coming back from a sailing 662 00:31:32,640 --> 00:31:37,120 trip this week actually, but I told him he's got a block out 663 00:31:37,120 --> 00:31:40,440 September for the show because I'm going to have him smoking 664 00:31:40,440 --> 00:31:44,400 meat for all the competitors and he's going to be there like all 665 00:31:44,400 --> 00:31:46,000 night long. So I'm going to have him sleep 666 00:31:46,000 --> 00:31:49,200 in the rig right there. He's going to be just tending 667 00:31:49,200 --> 00:31:49,920 the smoking. I'm probably. 668 00:31:49,920 --> 00:31:51,080 Going to eat some after the show. 669 00:31:51,480 --> 00:31:53,040 Yeah, you should. Probably eat a lot of meat after 670 00:31:53,040 --> 00:31:53,720 the show. Yeah you should. 671 00:31:53,720 --> 00:31:56,560 Ever seen that shirt that says smoke meat not meth? 672 00:31:57,600 --> 00:31:59,160 You should. Get him one that he can wear. 673 00:31:59,160 --> 00:32:01,600 Smoked meat, not meth. Yeah. 674 00:32:01,640 --> 00:32:03,840 Who wants to smoke meth? When you get meat, you know 675 00:32:03,840 --> 00:32:06,600 it's. Hard to inhale meat. 676 00:32:06,600 --> 00:32:08,720 Meth heads are probably meat deprived, they just don't see 677 00:32:08,720 --> 00:32:11,920 the bliss and quality, you know, smoked BBQ. 678 00:32:13,040 --> 00:32:14,320 What else is new in the world, man? 679 00:32:15,520 --> 00:32:18,240 Not a whole lot. Last time we alluded to that 680 00:32:18,360 --> 00:32:22,920 Keto CTA trial study. Yeah, you kind of dug into that 681 00:32:22,920 --> 00:32:24,920 a little bit, didn't? You I dug in a little bit, but 682 00:32:24,920 --> 00:32:28,160 there's there's man, it's crazy online like Twitter is going 683 00:32:28,160 --> 00:32:34,960 ballistic more so last week, but it's the the side that put out 684 00:32:34,960 --> 00:32:38,520 the trial study. So Nick Norowitz, Dave Feldman, 685 00:32:39,960 --> 00:32:42,680 Dr. Budoff, I believe, and then a few others. 686 00:32:43,040 --> 00:32:47,480 They haven't made their official, you know, follow up 687 00:32:47,560 --> 00:32:51,720 claims to all of the controversy and stuff. 688 00:32:51,720 --> 00:32:54,200 So I'm waiting for them to make their official announcement 689 00:32:54,200 --> 00:32:56,440 before I kind of garner an opinion one way or the other. 690 00:32:57,600 --> 00:32:59,000 But it is. It is crazy, man. 691 00:32:59,000 --> 00:33:01,760 Because they're really pretty reputable, reputable guys. 692 00:33:01,800 --> 00:33:02,480 Right. Yeah. 693 00:33:02,480 --> 00:33:04,480 But like, a lot of that's getting questioned from all the 694 00:33:04,480 --> 00:33:06,320 opposing sides. It's just, it's just weird. 695 00:33:06,320 --> 00:33:09,000 Like nobody's polite online and it's unfortunate. 696 00:33:09,000 --> 00:33:11,720 Like, I, I understand that, you know, if you're taking a 697 00:33:11,720 --> 00:33:13,920 scientific stance on something, you need to obviously put the 698 00:33:13,920 --> 00:33:16,960 best foot forward and be honest and transparent. 699 00:33:17,320 --> 00:33:19,520 And some are suggesting that they weren't. 700 00:33:20,280 --> 00:33:21,360 Who knows? I don't know. 701 00:33:21,440 --> 00:33:22,680 You know, I haven't talked to any of them. 702 00:33:22,680 --> 00:33:24,520 And I don't want to be one of the hearsay guys that's just 703 00:33:24,520 --> 00:33:28,560 here into the Grapevine. But, you know, I've talked with 704 00:33:28,560 --> 00:33:32,080 Dave and Nick, obviously independently of this prior to 705 00:33:32,080 --> 00:33:35,040 all of this, and they've always seemed like good guys to me. 706 00:33:35,960 --> 00:33:38,600 So I don't want to, you know, have an opinion one way or the 707 00:33:38,600 --> 00:33:42,200 other based on, I just want to let everybody speak their mind 708 00:33:42,560 --> 00:33:44,960 and then I can make my opinion afterwards. 709 00:33:44,960 --> 00:33:47,520 But it's unfortunate that people just attack people. 710 00:33:48,200 --> 00:33:50,040 Internet's crazy. Yeah. 711 00:33:50,040 --> 00:33:53,280 And like people like, no, none of these people would say these 712 00:33:53,280 --> 00:33:55,280 things if you were standing or sitting face to face with 713 00:33:55,280 --> 00:33:55,880 somebody. Just. 714 00:33:55,880 --> 00:33:57,360 Like our like our ads that we were. 715 00:33:57,360 --> 00:33:58,880 Talking about, yeah, it's like, I don't get it. 716 00:34:00,520 --> 00:34:02,160 Are so rude. Yeah, it's so rude. 717 00:34:02,600 --> 00:34:05,400 It's just weird to me, man. Just be nice. 718 00:34:05,880 --> 00:34:09,000 Love that neighbor. Speaking of neighbors, it's 719 00:34:09,000 --> 00:34:10,840 totally random, but we got home yesterday. 720 00:34:11,600 --> 00:34:14,600 I was playing with Rigel outside and somebody drove down the 721 00:34:14,600 --> 00:34:19,080 road, pulled into my driveway and said hey, somebody stalled 722 00:34:19,080 --> 00:34:22,360 out down the road and somebody called me to come get you to go 723 00:34:22,360 --> 00:34:25,880 get them. And I'm like, OK, Roger was butt 724 00:34:25,880 --> 00:34:27,199 naked and playing around outside. 725 00:34:27,199 --> 00:34:29,960 So I threw some clothes on him, threw him in the truck. 726 00:34:30,159 --> 00:34:32,880 We drove down there and I got a tow strap and pulled him up to 727 00:34:32,880 --> 00:34:35,320 his place. I don't know what was wrong with 728 00:34:35,320 --> 00:34:36,600 his truck, but it totally stalled out. 729 00:34:37,000 --> 00:34:39,800 So did you know him? No, he's my neighbor, but I've 730 00:34:39,800 --> 00:34:43,320 never seen him. He's that guy on my left side if 731 00:34:43,320 --> 00:34:45,679 you're looking at my house. Ohio, that White House Down in 732 00:34:45,679 --> 00:34:47,719 the trees. Yeah, but I've never met this 733 00:34:47,719 --> 00:34:49,880 guy. I've never seen him outside. 734 00:34:50,600 --> 00:34:51,880 I I don't know anything about him. 735 00:34:51,880 --> 00:34:54,199 Crystal met him. He came over one day when 736 00:34:54,199 --> 00:34:56,360 Crystal was out there, but I've never met him. 737 00:34:56,600 --> 00:34:58,760 So I was honestly grateful because then I could go down 738 00:34:58,760 --> 00:35:01,600 there and shake his hand, meet him, introduce myself and pull 739 00:35:01,600 --> 00:35:03,640 him home and save the day. Save the day, I guess. 740 00:35:03,640 --> 00:35:05,840 But he seemed friendly enough. That's a good guy. 741 00:35:06,840 --> 00:35:09,240 Love that neighbor. Yeah, like just being polite. 742 00:35:09,240 --> 00:35:11,840 Like, why can't people just be friendly? 743 00:35:11,840 --> 00:35:14,080 If there's anything that you don't understand and you like, 744 00:35:14,080 --> 00:35:17,880 get your feathers all ruffled and your initial response is to 745 00:35:17,880 --> 00:35:21,080 like, lash out, like just freaking message the person, get 746 00:35:21,080 --> 00:35:24,960 some clarity on the situation and like, let your jets cool for 747 00:35:24,960 --> 00:35:26,760 a second. Like this seems like common 748 00:35:26,760 --> 00:35:28,800 sense wisdom right here, but ain't too common. 749 00:35:28,840 --> 00:35:30,560 Yeah, agreed. Not nowadays. 750 00:35:31,000 --> 00:35:33,160 Not nowadays. How am I doing on time Chad, 751 00:35:33,160 --> 00:35:37,840 when we start 35 minutes? And 40. 8 seconds, 35 minutes. 752 00:35:37,880 --> 00:35:41,440 That's pretty good, yeah. Any parting thoughts before we 753 00:35:41,440 --> 00:35:43,360 boogie on? Just be nice. 754 00:35:43,680 --> 00:35:46,720 Just be nice, we need help figuring out these title which 755 00:35:46,720 --> 00:35:47,440 is today's. Title. 756 00:35:47,440 --> 00:35:49,800 We should just name this one Smoked meat, not myth. 757 00:35:50,440 --> 00:35:51,840 All right, smoked meat, not myth. 758 00:35:52,120 --> 00:35:53,720 I don't know. We'll figure it out. 759 00:35:53,760 --> 00:35:55,040 We'll figure it out. All right. 760 00:35:55,120 --> 00:35:56,080 Pleasures always. Greg. 761 00:35:56,080 --> 00:35:56,720 Roni. Yep. 762 00:35:57,680 --> 00:35:59,560 Gregarious. Greggy. 763 00:36:00,160 --> 00:36:01,320 Greggy. That's what. 764 00:36:01,520 --> 00:36:03,320 This one you like. Yeah, that's what Caitlin's 765 00:36:03,320 --> 00:36:05,560 daughter calls me. So Rigel calls you too? 766 00:36:05,640 --> 00:36:07,840 Yeah, he does. So except she actually her 767 00:36:07,840 --> 00:36:11,000 daughter calls me Craigie. Craigie. 768 00:36:11,000 --> 00:36:12,920 Yeah, Craigie with AK. With AC. 769 00:36:13,160 --> 00:36:15,360 With AC, Yeah, Roger calls you Gregie. 770 00:36:15,360 --> 00:36:16,840 With AG, Yes, he does. Yeah. 771 00:36:17,720 --> 00:36:18,920 All right, Gregie, Till next time. 772 00:36:18,920 --> 00:36:19,800 All right. See you.