Harnessing the Power of Sauna Therapy for Longevity and Resilience - Full Transcript

00:00I don't want to just blanketly use I don't want to just blanketly use longevity as like the main selling point longevity as like the main selling point longevity as like the main selling point to sauna but it is a genuine fear in the to sauna but it is a genuine fear in the to sauna but it is a genuine fear in the United States right now that people are United States right now that people are United States right now that people are not going to live a long life that's not going to live a long life that's not going to live a long life that's fulfilling with great health span and PE fulfilling with great health span and PE fulfilling with great health span and PE people don't want to live to 90 years people don't want to live to 90 years people don't want to live to 90 years old if they're sitting in a bed from 60 old if they're sitting in a bed from 60 old if they're sitting in a bed from 60 to 90 years old like that's a fear of to 90 years old like that's a fear of to 90 years old like that's a fear of mine sauna therapy specifically um a lot mine sauna therapy specifically um a lot mine sauna therapy specifically um a lot of the research that has continued to of the research that has continued to of the research that has continued to come out between 176° to 214° is showing come out between 176° to 214° is showing come out between 176° to 214° is showing that there's amazing longevity effects that there's amazing longevity effects that there's amazing longevity effects on the body four to seven sauna sessions on the body four to seven sauna sessions on the body four to seven sauna sessions weekly result in a 50% decrease all weekly result in a 50% decrease all weekly result in a 50% decrease all cause mortality rate compared to those cause mortality rate compared to those cause mortality rate compared to those who just sauna once a week consistency who just sauna once a week consistency who just sauna once a week consistency isn't sexy but it's like if I just isn't sexy but it's like if I just isn't sexy but it's like if I just continue to show up in the sauna every continue to show up in the sauna every continue to show up in the sauna every single day or four to 5 to 6 days a week single day or four to 5 to 6 days a week single day or four to 5 to 6 days a week I'm going to be I'm going to be I'm going to be [Music] [Music] [Music] healthier okay today on the podcast we healthier okay today on the podcast we healthier okay today on the podcast we have Pete Nelson founder of CC sauna

01:00have Pete Nelson founder of CC sauna have Pete Nelson founder of CC sauna right where we're sitting right now we right where we're sitting right now we right where we're sitting right now we have a cc sauna that's probably 25 fet have a cc sauna that's probably 25 fet have a cc sauna that's probably 25 fet away from us here at bpn HQ I've had my away from us here at bpn HQ I've had my away from us here at bpn HQ I've had my fair share of C suas at this point I fair share of C suas at this point I fair share of C suas at this point I love them love what you're doing Pete love them love what you're doing Pete love them love what you're doing Pete welcome to the show man thank you so welcome to the show man thank you so welcome to the show man thank you so much appreciate the opportunity yeah you much appreciate the opportunity yeah you much appreciate the opportunity yeah you might have the most amount of cus any might have the most amount of cus any might have the most amount of cus any customer but it's excited to sit here in customer but it's excited to sit here in customer but it's excited to sit here in chat I believe in it man I believe in chat I believe in it man I believe in chat I believe in it man I believe in the product and that's why I wanted to the product and that's why I wanted to the product and that's why I wanted to have you on on the show today on the have you on on the show today on the have you on on the show today on the podcast talk about your journey building podcast talk about your journey building podcast talk about your journey building the brand building the business I love the brand building the business I love the brand building the business I love building businesses I love bootstrap building businesses I love bootstrap building businesses I love bootstrap stories I want to learn from you what stories I want to learn from you what stories I want to learn from you what you're learning I want to share that you're learning I want to share that you're learning I want to share that story with other people it's inspiring I story with other people it's inspiring I story with other people it's inspiring I know it's hard I know you're in it right know it's hard I know you're in it right know it's hard I know you're in it right now but I want to kick off with the now but I want to kick off with the now but I want to kick off with the question to really dive in before we question to really dive in before we question to really dive in before we discuss any of discuss any of discuss any of that as I was previously talking to you

02:00that as I was previously talking to you that as I was previously talking to you I was listening to your conversation I was listening to your conversation I was listening to your conversation with Cam hannes that you had I guess a with Cam hannes that you had I guess a with Cam hannes that you had I guess a few months ago at this point yeah few months ago at this point yeah few months ago at this point yeah April and one of the things you guys April and one of the things you guys April and one of the things you guys were talking about in that episode is were talking about in that episode is were talking about in that episode is the important and you only T touched on the important and you only T touched on the important and you only T touched on it briefly and this is why I want to it briefly and this is why I want to it briefly and this is why I want to dive into it because I think it's really dive into it because I think it's really dive into it because I think it's really important you talked about the important you talked about the important you talked about the importance of our children watching us importance of our children watching us importance of our children watching us struggle and driving through that struggle and driving through that struggle and driving through that struggle to persevere and struggle to persevere and struggle to persevere and succeed why is that so important to you succeed why is that so important to you succeed why is that so important to you that your children are are experiencing that your children are are experiencing that your children are are experiencing and watching you struggle whether that's and watching you struggle whether that's and watching you struggle whether that's through physical challenge building a through physical challenge building a through physical challenge building a business personal business personal business personal challenges what is the significance of challenges what is the significance of challenges what is the significance of that so when I have two kids so my wife that so when I have two kids so my wife that so when I have two kids so my wife and I we've been married for six years and I we've been married for six years and I we've been married for six years we've got a three-year-old boy crew a we've got a three-year-old boy crew a we've got a three-year-old boy crew a one-year-old daughter Charlie and you one-year-old daughter Charlie and you one-year-old daughter Charlie and you know growing up in Cleveland Ohio it's a know growing up in Cleveland Ohio it's a know growing up in Cleveland Ohio it's a blue collar it's a it's a gritty City blue collar it's a it's a gritty City blue collar it's a it's a gritty City and so I got to see my dad who worked a and so I got to see my dad who worked a and so I got to see my dad who worked a middle wage 9 to5 jobs same thing with

03:00middle wage 9 to5 jobs same thing with middle wage 9 to5 jobs same thing with my same thing with my mom uh every my same thing with my mom uh every my same thing with my mom uh every single day like live below their means single day like live below their means single day like live below their means but also at the same time uh show me but also at the same time uh show me but also at the same time uh show me like what hard work actually looks like like what hard work actually looks like like what hard work actually looks like and so my dad when he would get back and so my dad when he would get back and so my dad when he would get back home from work at the end of each day he home from work at the end of each day he home from work at the end of each day he would go out in the yard pull the weeds would go out in the yard pull the weeds would go out in the yard pull the weeds mow the lawn take the garbage out do all mow the lawn take the garbage out do all mow the lawn take the garbage out do all the stuff that like isn't sexy and I the stuff that like isn't sexy and I the stuff that like isn't sexy and I would watch that and like that was the would watch that and like that was the would watch that and like that was the example that was set to me at a very example that was set to me at a very example that was set to me at a very young age and I got to see that com young age and I got to see that com young age and I got to see that com pound over time and then I got to a pound over time and then I got to a pound over time and then I got to a point mid mid- teens where I had to point mid mid- teens where I had to point mid mid- teens where I had to start taking care of my grandparents at start taking care of my grandparents at start taking care of my grandparents at their house one block down the street their house one block down the street their house one block down the street and so that's where I learned how to mow and so that's where I learned how to mow and so that's where I learned how to mow the lawn that's where I learned how to the lawn that's where I learned how to the lawn that's where I learned how to to to flush out the uh um all the stuff to to flush out the uh um all the stuff to to flush out the uh um all the stuff down down in the basement like all this down down in the basement like all this down down in the basement like all this stuff that would just get you nasty and stuff that would just get you nasty and stuff that would just get you nasty and dirty like that was the stuff that I was dirty like that was the stuff that I was dirty like that was the stuff that I was doing but then I got to learn from my doing but then I got to learn from my doing but then I got to learn from my grandpa too who was a military officer grandpa too who was a military officer grandpa too who was a military officer in the Marines of like this is how you in the Marines of like this is how you in the Marines of like this is how you do it this is just what you do in do it this is just what you do in do it this is just what you do in Cleveland in Ohio and so I got to see

04:00Cleveland in Ohio and so I got to see Cleveland in Ohio and so I got to see that at a very young age and then go that at a very young age and then go that at a very young age and then go when I went out to college you know I when I went out to college you know I when I went out to college you know I was able to go play college ball for a was able to go play college ball for a was able to go play college ball for a second college basketball and then I got second college basketball and then I got second college basketball and then I got into CrossFit and then running and I got into CrossFit and then running and I got into CrossFit and then running and I got to see like and got to feel like to see like and got to feel like to see like and got to feel like everything that my parents were working everything that my parents were working everything that my parents were working on actually be personified through the on actually be personified through the on actually be personified through the work that I was doing and I got to like work that I was doing and I got to like work that I was doing and I got to like kind of latch on to that momentum um but kind of latch on to that momentum um but kind of latch on to that momentum um but it was like still that blue collar that it was like still that blue collar that it was like still that blue collar that I loved and once we had kids it became I loved and once we had kids it became I loved and once we had kids it became very very evident that the lifestyle very very evident that the lifestyle very very evident that the lifestyle that we were building could become that we were building could become that we were building could become probably too comfortable and it's scary probably too comfortable and it's scary probably too comfortable and it's scary to me it's it's a genuine fear of mine to me it's it's a genuine fear of mine to me it's it's a genuine fear of mine that my kids are going to have too that my kids are going to have too that my kids are going to have too comfortable of a life because of what we comfortable of a life because of what we comfortable of a life because of what we are affording them to do through like are affording them to do through like are affording them to do through like what we're building with our company you what we're building with our company you what we're building with our company you know like yeah it's great that like we know like yeah it's great that like we know like yeah it's great that like we get to you know impact lives and stuff get to you know impact lives and stuff get to you know impact lives and stuff but at the same time it's you know like but at the same time it's you know like but at the same time it's you know like yes I get to take care of my family yes I get to take care of my family yes I get to take care of my family through this business but as a result through this business but as a result through this business but as a result like how can I make sure that my kids like how can I make sure that my kids like how can I make sure that my kids get that blue colar to like get dirty

05:00get that blue colar to like get dirty get that blue colar to like get dirty and like work hard and so for me I'm and like work hard and so for me I'm and like work hard and so for me I'm super conscious about being on my phone super conscious about being on my phone super conscious about being on my phone around my kids it is it's something I around my kids it is it's something I around my kids it is it's something I continue to struggle with but I'm very continue to struggle with but I'm very continue to struggle with but I'm very conscious with especially as a business conscious with especially as a business conscious with especially as a business owner it it sometimes it infuriates me owner it it sometimes it infuriates me owner it it sometimes it infuriates me sometimes like my tendency to want to sometimes like my tendency to want to sometimes like my tendency to want to pull up my phone while I'm sitting there pull up my phone while I'm sitting there pull up my phone while I'm sitting there while my kids are playing with their while my kids are playing with their while my kids are playing with their Transformer toys and I'm over there Transformer toys and I'm over there Transformer toys and I'm over there shooting a text to somebody after when I shooting a text to somebody after when I shooting a text to somebody after when I committed to my wife that like at 4:00 committed to my wife that like at 4:00 committed to my wife that like at 4:00 in the afternoon I would be done and in the afternoon I would be done and in the afternoon I would be done and like it's time for the kids and so I'm like it's time for the kids and so I'm like it's time for the kids and so I'm hyper aware of that and I think back hyper aware of that and I think back hyper aware of that and I think back upon like what I saw from my parents and upon like what I saw from my parents and upon like what I saw from my parents and I just want to continue to cultivate I just want to continue to cultivate I just want to continue to cultivate that so you know like I take my kids on that so you know like I take my kids on that so you know like I take my kids on runs with a double wide Iron Man jogging runs with a double wide Iron Man jogging runs with a double wide Iron Man jogging stroller and they love it but the first stroller and they love it but the first stroller and they love it but the first couple times they were like like Dad couple times they were like like Dad couple times they were like like Dad what are we doing are we going to the what are we doing are we going to the what are we doing are we going to the park we it's like no we're going we're park we it's like no we're going we're park we it's like no we're going we're going for a run and once you continue to going for a run and once you continue to going for a run and once you continue to do it over and over they don't know any do it over and over they don't know any do it over and over they don't know any difference and so it's gotten to a point

06:00difference and so it's gotten to a point difference and so it's gotten to a point now where my wife and I when we go for now where my wife and I when we go for now where my wife and I when we go for our runs or we go to workout in the our runs or we go to workout in the our runs or we go to workout in the garage or we go to go to the local gym garage or we go to go to the local gym garage or we go to go to the local gym you know like our kids want to be there you know like our kids want to be there you know like our kids want to be there and they want to they want to play and and they want to they want to play and and they want to they want to play and they want to run and now like my son they want to run and now like my son they want to run and now like my son who's three just ran a mile around the who's three just ran a mile around the who's three just ran a mile around the block with my wife and my wife didn't block with my wife and my wife didn't block with my wife and my wife didn't say hey go ahead and just go go run I say hey go ahead and just go go run I say hey go ahead and just go go run I want you to keep up with me no he just want you to keep up with me no he just want you to keep up with me no he just willingly got out of the jogging willingly got out of the jogging willingly got out of the jogging stroller and just started running it's stroller and just started running it's stroller and just started running it's amazing it was the coolest the coolest amazing it was the coolest the coolest amazing it was the coolest the coolest thing in the world man and so like me as thing in the world man and so like me as thing in the world man and so like me as a father and then my my wife Paige is a father and then my my wife Paige is a father and then my my wife Paige is like you know we want to have more kids like you know we want to have more kids like you know we want to have more kids but it's just utterly important to us but it's just utterly important to us but it's just utterly important to us that we lead through action and not that we lead through action and not that we lead through action and not through just what we're talking about through just what we're talking about through just what we're talking about like they need to see us struggle they like they need to see us struggle they like they need to see us struggle they need to see us hit that Breaking Point need to see us hit that Breaking Point need to see us hit that Breaking Point like we went and saw my wife run three like we went and saw my wife run three like we went and saw my wife run three half marathons so far this year this is half marathons so far this year this is half marathons so far this year this is and it's a big deal for my wife she just and it's a big deal for my wife she just and it's a big deal for my wife she just PR post baby um or postc baby at the PR post baby um or postc baby at the PR post baby um or postc baby at the Grandma's Marathon up in duth and like Grandma's Marathon up in duth and like Grandma's Marathon up in duth and like it's a good Marathon I I was signed up it's a good Marathon I I was signed up it's a good Marathon I I was signed up for that a few years ago and then for that a few years ago and then for that a few years ago and then canceled during yeah the pandemic it's a

07:00canceled during yeah the pandemic it's a canceled during yeah the pandemic it's a big Marathon highly recommend it and you big Marathon highly recommend it and you big Marathon highly recommend it and you know the the two Marathon two half know the the two Marathon two half know the the two Marathon two half marathons part of that we got to marathons part of that we got to marathons part of that we got to actually bring the kids to go watch and actually bring the kids to go watch and actually bring the kids to go watch and just see them light up when Mom ran by just see them light up when Mom ran by just see them light up when Mom ran by and like my wife came over and gave both and like my wife came over and gave both and like my wife came over and gave both the kids a kiss you can't you can't put the kids a kiss you can't you can't put the kids a kiss you can't you can't put a price on that and like that's the a price on that and like that's the a price on that and like that's the stuff that they're going to remember but stuff that they're going to remember but stuff that they're going to remember but also they won't know any difference also they won't know any difference also they won't know any difference right because this is just what they see right because this is just what they see right because this is just what they see all the time yeah I used to think that all the time yeah I used to think that all the time yeah I used to think that the goal of working so hard the goal of working so hard the goal of working so hard was to provide the opportunity for your was to provide the opportunity for your was to provide the opportunity for your family for your children family for your children family for your children specifically to not have to work as hard specifically to not have to work as hard specifically to not have to work as hard as you did like I'm going to as you did like I'm going to as you did like I'm going to frontload all this work so that you frontload all this work so that you frontload all this work so that you don't have to but I had it so backwards don't have to but I had it so backwards don't have to but I had it so backwards yeah it's not providing your family and yeah it's not providing your family and yeah it's not providing your family and your children and generations to come your children and generations to come your children and generations to come with the opportunity to relax and be with the opportunity to relax and be with the opportunity to relax and be more comfortable but you're putting in more comfortable but you're putting in more comfortable but you're putting in that work so they can see it so that

08:00that work so they can see it so that that work so they can see it so that builts builts builts values and a foundational system that values and a foundational system that values and a foundational system that they can then take apply to their life they can then take apply to their life they can then take apply to their life to teach their family and their family's to teach their family and their family's to teach their family and their family's family and it family and it family and it just it builds and is this standard you just it builds and is this standard you just it builds and is this standard you set for yeah everyone after set for yeah everyone after set for yeah everyone after you and earlier this year you know I've you and earlier this year you know I've you and earlier this year you know I've talked about this a lot but we were talked about this a lot but we were talked about this a lot but we were pursuing a a deal with private pursuing a a deal with private pursuing a a deal with private equity and a lot of the reason I was equity and a lot of the reason I was equity and a lot of the reason I was pursuing this deal with private Equity pursuing this deal with private Equity pursuing this deal with private Equity was to move out of an operational role was to move out of an operational role was to move out of an operational role in the in the in the business so that I could be more present business so that I could be more present business so that I could be more present at home didn't have to work as much and at home didn't have to work as much and at home didn't have to work as much and as I started moving in that direction I as I started moving in that direction I as I started moving in that direction I realized this is not at all what I need realized this is not at all what I need realized this is not at all what I need to be doing at this point in my life one to be doing at this point in my life one to be doing at this point in my life one I'm still young there's still a whole I'm still young there's still a whole I'm still young there's still a whole lot I want to do but more importantly my lot I want to do but more importantly my lot I want to do but more importantly my my children my my daughter is still my children my my daughter is still my children my my daughter is still young we still have children that aren't young we still have children that aren't young we still have children that aren't potentially born yet you know my son is potentially born yet you know my son is potentially born yet you know my son is is going to be born next month and I

09:00is going to be born next month and I is going to be born next month and I don't want them to grow up in this life don't want them to grow up in this life don't want them to grow up in this life where Dad doesn't really have a job where Dad doesn't really have a job where Dad doesn't really have a job anymore he's anymore he's anymore he's just he's just doing what he wants to do just he's just doing what he wants to do just he's just doing what he wants to do because he he's done with that point of because he he's done with that point of because he he's done with that point of his life that ain't it that's the his life that ain't it that's the his life that ain't it that's the culture of your family right there right culture of your family right there right culture of your family right there right so it's just like the culture of your so it's just like the culture of your so it's just like the culture of your business is rooted in action it's rooted business is rooted in action it's rooted business is rooted in action it's rooted through like people seeing you work and through like people seeing you work and through like people seeing you work and like those are the values that you're like those are the values that you're like those are the values that you're enthralling through bpn it's the same enthralling through bpn it's the same enthralling through bpn it's the same thing with with your with your family thing with with your with your family thing with with your with your family right so it's like if your kids see that right so it's like if your kids see that right so it's like if your kids see that yeah dad had it real good and he worked yeah dad had it real good and he worked yeah dad had it real good and he worked really hard but now he doesn't have to really hard but now he doesn't have to really hard but now he doesn't have to work hard anymore and like he just gets work hard anymore and like he just gets work hard anymore and like he just gets to like sit back and sit on the couch to like sit back and sit on the couch to like sit back and sit on the couch for the rest of the day and maybe go for for the rest of the day and maybe go for for the rest of the day and maybe go for a run here and there like what what do a run here and there like what what do a run here and there like what what do you think like the kids are going to you think like the kids are going to you think like the kids are going to think about that versus saying like no think about that versus saying like no think about that versus saying like no guess what like dad runs a really guess what like dad runs a really guess what like dad runs a really successful company but also at the same successful company but also at the same successful company but also at the same time like he loves what he does and I time like he loves what he does and I time like he loves what he does and I get the energy from it every single day get the energy from it every single day get the energy from it every single day but I also got to see him lead through but I also got to see him lead through but I also got to see him lead through action not just like in my household action not just like in my household action not just like in my household like through the way that he treat mom

10:00like through the way that he treat mom like through the way that he treat mom the way that he treats treats the kids the way that he treats treats the kids the way that he treats treats the kids like us but he the same way he treats like us but he the same way he treats like us but he the same way he treats the kids and Mom is the same way that he the kids and Mom is the same way that he the kids and Mom is the same way that he treats everybody at work just like treats everybody at work just like treats everybody at work just like consistent all the way across values consistent all the way across values consistent all the way across values culture it's all derived through action culture it's all derived through action culture it's all derived through action and like dude you've been a guy ever and like dude you've been a guy ever and like dude you've been a guy ever since I like started following you back since I like started following you back since I like started following you back in the day it was like you've always in the day it was like you've always in the day it was like you've always been a guy through action you've always been a guy through action you've always been a guy through action you've always leted through action you just do what leted through action you just do what leted through action you just do what you want to do it works action works yes you want to do it works action works yes you want to do it works action works yes but the thing that isn't sexy is the but the thing that isn't sexy is the but the thing that isn't sexy is the consistency consistency consistency like nobody wants to be consistently like nobody wants to be consistently like nobody wants to be consistently like great at something it's just like like great at something it's just like like great at something it's just like ah like it feels really comfortable to ah like it feels really comfortable to ah like it feels really comfortable to work my ass off for 3 to five days and work my ass off for 3 to five days and work my ass off for 3 to five days and then you know take my foot off the gas then you know take my foot off the gas then you know take my foot off the gas for another couple and let's just do it for another couple and let's just do it for another couple and let's just do it again versus just being cons like you again versus just being cons like you again versus just being cons like you mentioned in the past like consistently mentioned in the past like consistently mentioned in the past like consistently good mhm it's that compounded in your good mhm it's that compounded in your good mhm it's that compounded in your family is how you become an incredible family is how you become an incredible family is how you become an incredible dad and that's how your kids 10 20 years dad and that's how your kids 10 20 years dad and that's how your kids 10 20 years down the line when you're you know when down the line when you're you know when down the line when you're you know when you're doing the toast at your you're doing the toast at your you're doing the toast at your daughter's wedding daughter's wedding daughter's wedding that's the stuff that they're going to

11:00that's the stuff that they're going to that's the stuff that they're going to be talking about right as you were be talking about right as you were be talking about right as you were growing up and I know you talk a lot growing up and I know you talk a lot growing up and I know you talk a lot about your dad yeah and he was a runner about your dad yeah and he was a runner about your dad yeah and he was a runner hardworking man I know you guys recently hardworking man I know you guys recently hardworking man I know you guys recently did a ultramarathon together which I did a ultramarathon together which I did a ultramarathon together which I want to get to at some point in this want to get to at some point in this want to get to at some point in this conversation but growing up with your conversation but growing up with your conversation but growing up with your dad what did he do or dad what did he do or dad what did he do or demonstrate or what did you learn from demonstrate or what did you learn from demonstrate or what did you learn from him that has instilled the work at that him that has instilled the work at that him that has instilled the work at that you have today like where where was you have today like where where was you have today like where where was he challenging himself where was he he challenging himself where was he he challenging himself where was he sucking where was he suffering what what sucking where was he suffering what what sucking where was he suffering what what did you see on a daily basis from him so did you see on a daily basis from him so did you see on a daily basis from him so for me it really started when my mom uh for me it really started when my mom uh for me it really started when my mom uh so my mom had epilepsy and it really so my mom had epilepsy and it really so my mom had epilepsy and it really started when my mom and I and my sister started when my mom and I and my sister started when my mom and I and my sister got in a car accident on Christmas Eve I got in a car accident on Christmas Eve I got in a car accident on Christmas Eve I was young I don't remember how old maybe was young I don't remember how old maybe was young I don't remember how old maybe five six years old and she had to go in five six years old and she had to go in five six years old and she had to go in for emergency brain for emergency brain for emergency brain surgery so there was like a risk that

12:00surgery so there was like a risk that surgery so there was like a risk that she could pass uh through the surgery she could pass uh through the surgery she could pass uh through the surgery but also my my dad had to step up to be but also my my dad had to step up to be but also my my dad had to step up to be the true caretaker for not just my mom the true caretaker for not just my mom the true caretaker for not just my mom but also the three kids and through the but also the three kids and through the but also the three kids and through the process of my dad having to like flip process of my dad having to like flip process of my dad having to like flip the switch to be like the primary the switch to be like the primary the switch to be like the primary caregiver you could see like something caregiver you could see like something caregiver you could see like something turned on in his head then he started turned on in his head then he started turned on in his head then he started getting more into philanthropic getting more into philanthropic getting more into philanthropic Endeavors he started become he became Endeavors he started become he became Endeavors he started become he became the president of the epilepsy the president of the epilepsy the president of the epilepsy Association in Cleveland he became the Association in Cleveland he became the Association in Cleveland he became the president of the alliance club for like president of the alliance club for like president of the alliance club for like blind uh people in Cleveland it was he blind uh people in Cleveland it was he blind uh people in Cleveland it was he just just just started it was incredible what he was started it was incredible what he was started it was incredible what he was doing and you definitely had some sort doing and you definitely had some sort doing and you definitely had some sort of calling from God to be like this is of calling from God to be like this is of calling from God to be like this is what I'm going to do and when I was 17 what I'm going to do and when I was 17 what I'm going to do and when I was 17 that's when it really started to hit my that's when it really started to hit my that's when it really started to hit my mom fully recovered my dad needed at mom fully recovered my dad needed at mom fully recovered my dad needed at that point a new thing to be able to that point a new thing to be able to that point a new thing to be able to challenge himself and so he you know for challenge himself and so he you know for challenge himself and so he you know for him he smoked from you know chain smoked him he smoked from you know chain smoked him he smoked from you know chain smoked from 18 to 48 years old when he was 48 I from 18 to 48 years old when he was 48 I from 18 to 48 years old when he was 48 I was 17 he committed to running marathons

13:00was 17 he committed to running marathons was 17 he committed to running marathons cold turkey from stopping chain smoking cold turkey from stopping chain smoking cold turkey from stopping chain smoking directly into Marathon running and don't directly into Marathon running and don't directly into Marathon running and don't get me wrong my dad was a great athlete get me wrong my dad was a great athlete get me wrong my dad was a great athlete but so his first ever 100 mile he was 49 but so his first ever 100 mile he was 49 but so his first ever 100 mile he was 49 one year into his running Journey that's one year into his running Journey that's one year into his running Journey that's when I did my first when I did my first when I did my first 50k and so uh it was a different so the 50k and so uh it was a different so the 50k and so uh it was a different so the the same year that he did a 100 mile him the same year that he did a 100 mile him the same year that he did a 100 mile him and I both did a 50k that was my first and I both did a 50k that was my first and I both did a 50k that was my first Ultra I was 17 just about to graduate Ultra I was 17 just about to graduate Ultra I was 17 just about to graduate high school my dad called me a [ __ ] high school my dad called me a [ __ ] high school my dad called me a [ __ ] halfway through the race because I halfway through the race because I halfway through the race because I wanted to quit and I'll never forget wanted to quit and I'll never forget wanted to quit and I'll never forget that because like here's my dad who's that because like here's my dad who's that because like here's my dad who's 4849 years old and I'm 17 thinking I'm 4849 years old and I'm 17 thinking I'm 4849 years old and I'm 17 thinking I'm like hot [ __ ] and you know here he is like hot [ __ ] and you know here he is like hot [ __ ] and you know here he is like continue to run past me I'm like I like continue to run past me I'm like I like continue to run past me I'm like I can't let this old guy beat me and so can't let this old guy beat me and so can't let this old guy beat me and so like that's where like the competitive like that's where like the competitive like that's where like the competitive Drive started to like really kick in for Drive started to like really kick in for Drive started to like really kick in for me and then he did his first hundred a me and then he did his first hundred a me and then he did his first hundred a few a few months later at uh the few a few months later at uh the few a few months later at uh the graveyard 100 in the Outer Banks it was graveyard 100 in the Outer Banks it was graveyard 100 in the Outer Banks it was from Corolla down to Cape hatus and and from Corolla down to Cape hatus and and from Corolla down to Cape hatus and and um I got to pay some for the last 50 of

14:00um I got to pay some for the last 50 of um I got to pay some for the last 50 of that and when I you truly saw your dad that and when I you truly saw your dad that and when I you truly saw your dad in the pain cave hard but before those in the pain cave hard but before those in the pain cave hard but before those moments did you ever see him suffering moments did you ever see him suffering moments did you ever see him suffering like that not quite like that unless if like that not quite like that unless if like that not quite like that unless if we were playing basketball out in the we were playing basketball out in the we were playing basketball out in the driveway we we'd play like 33 oneon-one driveway we we'd play like 33 oneon-one driveway we we'd play like 33 oneon-one typee of deal and we would you know shed typee of deal and we would you know shed typee of deal and we would you know shed some blood a little bit throw some some blood a little bit throw some some blood a little bit throw some elbows and you know if the ball was elbows and you know if the ball was elbows and you know if the ball was going to the grass we'd like die for it going to the grass we'd like die for it going to the grass we'd like die for it and stuff it was it was so fun like and stuff it was it was so fun like and stuff it was it was so fun like that's just what we did so it was always that's just what we did so it was always that's just what we did so it was always kind of gritty but that's when I think kind of gritty but that's when I think kind of gritty but that's when I think even he realized like I need to be more even he realized like I need to be more even he realized like I need to be more vulnerable in front of my kids and when vulnerable in front of my kids and when vulnerable in front of my kids and when I saw him going across these like wild I saw him going across these like wild I saw him going across these like wild horse grates by the Corolla turnaround horse grates by the Corolla turnaround horse grates by the Corolla turnaround point it was mile 99 and like these point it was mile 99 and like these point it was mile 99 and like these grates were spaced evenly by one foot at grates were spaced evenly by one foot at grates were spaced evenly by one foot at a time and his feet were just roached a time and his feet were just roached a time and his feet were just roached man like the worst blisters and he took man like the worst blisters and he took man like the worst blisters and he took a step on every single rung of that of a step on every single rung of that of a step on every single rung of that of that uh Wild Horse great and the pain that uh Wild Horse great and the pain that uh Wild Horse great and the pain that he was in was was Indescribable and

15:00that he was in was was Indescribable and that he was in was was Indescribable and like I couldn't understand but like I like I couldn't understand but like I like I couldn't understand but like I was 49 mi into pacing him I had never was 49 mi into pacing him I had never was 49 mi into pacing him I had never gone that far in my life so like I was gone that far in my life so like I was gone that far in my life so like I was kind of bent out of shape but not like kind of bent out of shape but not like kind of bent out of shape but not like that so when he crossed the Finish Line that so when he crossed the Finish Line that so when he crossed the Finish Line you like tears were coming down his eyes you like tears were coming down his eyes you like tears were coming down his eyes he's just like man I'm so proud like I'm he's just like man I'm so proud like I'm he's just like man I'm so proud like I'm he wasn't proud of himself doing he's he wasn't proud of himself doing he's he wasn't proud of himself doing he's like I'm so proud of you for being able like I'm so proud of you for being able like I'm so proud of you for being able to come and do this with me and be able to come and do this with me and be able to come and do this with me and be able to stay with me on this and like I to stay with me on this and like I to stay with me on this and like I learned a lot on that first race and so learned a lot on that first race and so learned a lot on that first race and so that's continue to compound and so since that's continue to compound and so since that's continue to compound and so since running that first marathon that he did running that first marathon that he did running that first marathon that he did when he was 48 he's on 145 marathons or when he was 48 he's on 145 marathons or when he was 48 he's on 145 marathons or greater of distance since then and that greater of distance since then and that greater of distance since then and that also included a cancer bout with tongue also included a cancer bout with tongue also included a cancer bout with tongue cancer and then he had to relearn how to cancer and then he had to relearn how to cancer and then he had to relearn how to walk about a year and a half ago when he walk about a year and a half ago when he walk about a year and a half ago when he had a stroke in the post postoper room had a stroke in the post postoper room had a stroke in the post postoper room after his surgery to remove the cancer after his surgery to remove the cancer after his surgery to remove the cancer so I had to help him relearn how to so I had to help him relearn how to so I had to help him relearn how to relearn how to walk this was right when relearn how to walk this was right when relearn how to walk this was right when our daughter Charlie was being born and our daughter Charlie was being born and our daughter Charlie was being born and I mean it was just so wild and so since I mean it was just so wild and so since I mean it was just so wild and so since his cancer about and his uh um his cancer about and his uh um his cancer about and his uh um Rehabilitation to be able to re relearn

16:00Rehabilitation to be able to re relearn Rehabilitation to be able to re relearn how to walk he's ran six marathons a how to walk he's ran six marathons a how to walk he's ran six marathons a greater of distance since then and one greater of distance since then and one greater of distance since then and one in in in Antarctica so it's like I don't know Antarctica so it's like I don't know Antarctica so it's like I don't know like if I need anybody else in my life like if I need anybody else in my life like if I need anybody else in my life to like show me what hard work looks to like show me what hard work looks to like show me what hard work looks like other than my dad like he just like other than my dad like he just like other than my dad like he just continues to compound like his action continues to compound like his action continues to compound like his action over time but he loves it and what's over time but he loves it and what's over time but he loves it and what's also so cool is like my kids get to see also so cool is like my kids get to see also so cool is like my kids get to see it and he's got tattoos all over his it and he's got tattoos all over his it and he's got tattoos all over his legs of like different races all from legs of like different races all from legs of like different races all from around the world that he's done did I around the world that he's done did I around the world that he's done did I want to hang out with your dad dude he's want to hang out with your dad dude he's want to hang out with your dad dude he's a legend man a true legend and it it's a legend man a true legend and it it's a legend man a true legend and it it's so fun it is so fun but when I wake up so fun it is so fun but when I wake up so fun it is so fun but when I wake up in the morning and I don't want to run I in the morning and I don't want to run I in the morning and I don't want to run I just think like well my dad who just just think like well my dad who just just think like well my dad who just relearned how to walk about a year and a relearned how to walk about a year and a relearned how to walk about a year and a half ago is probably out running right half ago is probably out running right half ago is probably out running right now I should probably go for a run I'm now I should probably go for a run I'm now I should probably go for a run I'm sure your sure your sure your dad's so proud of that like I I want my dad's so proud of that like I I want my dad's so proud of that like I I want my kids to look up to me in that same way kids to look up to me in that same way kids to look up to me in that same way same dude same 100% same dude same 100%

17:00same dude same 100% and I want my kids to see and I want my kids to see and I want my kids to see me suffer in some sort of physical me suffer in some sort of physical me suffer in some sort of physical challenge I don't challenge I don't challenge I don't think think think work as defined by like the the work we work as defined by like the the work we work as defined by like the the work we do professionally in terms of things we do professionally in terms of things we do professionally in terms of things we do on our computers or our phones or do on our computers or our phones or do on our computers or our phones or emails or meetings you can work really emails or meetings you can work really emails or meetings you can work really hard at that and you can make a great hard at that and you can make a great hard at that and you can make a great living and you can provide for your living and you can provide for your living and you can provide for your family and it's very respectable but I family and it's very respectable but I family and it's very respectable but I don't think it delivers the same message don't think it delivers the same message don't think it delivers the same message and intent to your children as when they and intent to your children as when they and intent to your children as when they see you in the pain cave sucking your 50 see you in the pain cave sucking your 50 see you in the pain cave sucking your 50 miles into 100 mile miles into 100 mile miles into 100 mile race your feet hurt your soul was race your feet hurt your soul was race your feet hurt your soul was crushed but somehow you find the the crushed but somehow you find the the crushed but somehow you find the the will and the courage to drive another 50 will and the courage to drive another 50 will and the courage to drive another 50 miles across the Finish Line I want my miles across the Finish Line I want my miles across the Finish Line I want my kids to see me do that dude I feel kids to see me do that dude I feel kids to see me do that dude I feel equally as much about exactly what equally as much about exactly what equally as much about exactly what you're saying as like like me showing you're saying as like like me showing you're saying as like like me showing love to my wife like in front of my kids

18:00love to my wife like in front of my kids love to my wife like in front of my kids too like you know like growing up in a too like you know like growing up in a too like you know like growing up in a military family like it was handshakes military family like it was handshakes military family like it was handshakes there was no hugs there was no like I there was no hugs there was no like I there was no hugs there was no like I love you or anything like I had to tell love you or anything like I had to tell love you or anything like I had to tell my dad like I loved him and that was my dad like I loved him and that was my dad like I loved him and that was like one of the hardest things I ever like one of the hardest things I ever like one of the hardest things I ever had to do which is so crazy to say but had to do which is so crazy to say but had to do which is so crazy to say but then like you know like if I'm around then like you know like if I'm around then like you know like if I'm around our kids and our kids are like sitting our kids and our kids are like sitting our kids and our kids are like sitting on the couch like watching blippy or on the couch like watching blippy or on the couch like watching blippy or something like that and like if my wife something like that and like if my wife something like that and like if my wife and I are on our phones like we'll both and I are on our phones like we'll both and I are on our phones like we'll both like kind of understand like wait a like kind of understand like wait a like kind of understand like wait a second like this isn't right so like second like this isn't right so like second like this isn't right so like we'll we'll go like get the toys out we'll we'll go like get the toys out we'll we'll go like get the toys out play with the kids and then like I'll play with the kids and then like I'll play with the kids and then like I'll give paigee a hug and give her a kiss give paigee a hug and give her a kiss give paigee a hug and give her a kiss and say like I love you and like our son and say like I love you and like our son and say like I love you and like our son sees that then he like walks over to us sees that then he like walks over to us sees that then he like walks over to us and like leans in on us and like that's and like leans in on us and like that's and like leans in on us and like that's the stuff that like I want equally as the stuff that like I want equally as the stuff that like I want equally as much as like I want our kids to see us much as like I want our kids to see us much as like I want our kids to see us suffer I want them to see like this is suffer I want them to see like this is suffer I want them to see like this is what love looks like because like I what love looks like because like I what love looks like because like I don't know the part of being a man like don't know the part of being a man like don't know the part of being a man like you you have to like have both sides of you you have to like have both sides of you you have to like have both sides of the spectrum there you can't just be the spectrum there you can't just be the spectrum there you can't just be one-sided and um that's something I one-sided and um that's something I one-sided and um that's something I think like we I didn't have growing up think like we I didn't have growing up think like we I didn't have growing up that like now I'm realizing I'm trying that like now I'm realizing I'm trying that like now I'm realizing I'm trying to cultivate in our family and I saw

19:00to cultivate in our family and I saw to cultivate in our family and I saw that from my wife's side of the family that from my wife's side of the family that from my wife's side of the family like when I saw like the best model like when I saw like the best model like when I saw like the best model relationship in my um my in-laws like relationship in my um my in-laws like relationship in my um my in-laws like like you can't ask for a better like you can't ask for a better like you can't ask for a better relationship than like what they than relationship than like what they than relationship than like what they than what they've had so I'm like Paige I what they've had so I'm like Paige I what they've had so I'm like Paige I make it a point to like this is this is make it a point to like this is this is make it a point to like this is this is what we do as a family yeah I I do think what we do as a family yeah I I do think what we do as a family yeah I I do think it's really important you said that I it's really important you said that I it's really important you said that I will admit that's something I could do a will admit that's something I could do a will admit that's something I could do a whole lot better at just acknowledging whole lot better at just acknowledging whole lot better at just acknowledging that and being very honest right now that and being very honest right now that and being very honest right now that is one of my weaknesses that is one of my weaknesses that is one of my weaknesses I had two interesting Dynamics growing I had two interesting Dynamics growing I had two interesting Dynamics growing up my dad's side of the family were all up my dad's side of the family were all up my dad's side of the family were all Dairy Dairy Dairy Farmers so it was it was Farmers so it was it was Farmers so it was it was very transactional in the way very transactional in the way very transactional in the way that you raise a family it's like those that you raise a family it's like those that you raise a family it's like those kids were born pretty much to work the kids were born pretty much to work the kids were born pretty much to work the farm yep there was not a lot of I love farm yep there was not a lot of I love farm yep there was not a lot of I love yous there was not hugs and kisses I've yous there was not hugs and kisses I've yous there was not hugs and kisses I've never seen my grandparents on my dad's never seen my grandparents on my dad's never seen my grandparents on my dad's side hold hands side hold hands side hold hands kiss say I love you any of that stuff no

20:00kiss say I love you any of that stuff no kiss say I love you any of that stuff no my mom's side though so warm and my mom's side though so warm and my mom's side though so warm and affectionate and loving I mean my affectionate and loving I mean my affectionate and loving I mean my grandma would like the moment she saw grandma would like the moment she saw grandma would like the moment she saw you she pull you in kiss you on the you she pull you in kiss you on the you she pull you in kiss you on the cheek and start crying yeah and she do cheek and start crying yeah and she do cheek and start crying yeah and she do the same thing to my the same thing to my the same thing to my grandpa so I I've I've had two different grandpa so I I've I've had two different grandpa so I I've I've had two different Dynamics growing up and I've always Dynamics growing up and I've always Dynamics growing up and I've always viewed both sides of the family so viewed both sides of the family so viewed both sides of the family so different Same Love for both but just different Same Love for both but just different Same Love for both but just like complet different feel but it does like complet different feel but it does like complet different feel but it does it starts with the leaders of the family it starts with the leaders of the family it starts with the leaders of the family to set that that uh that Foundation that to set that that uh that Foundation that to set that that uh that Foundation that is something that I could definitely is something that I could definitely is something that I could definitely improve upon I mean we all can I I need improve upon I mean we all can I I need improve upon I mean we all can I I need to but I think we're just aware of it I to but I think we're just aware of it I to but I think we're just aware of it I think it like it starts with awareness think it like it starts with awareness think it like it starts with awareness you know but again at the end of the day you know but again at the end of the day you know but again at the end of the day it's like I want to live a really good it's like I want to live a really good it's like I want to live a really good life so my kids can live a good life but life so my kids can live a good life but life so my kids can live a good life but like it see it needs to be rooted in like it see it needs to be rooted in like it see it needs to be rooted in like the foundational principles like like the foundational principles like like the foundational principles like you got to work hard but you got to be a you got to work hard but you got to be a you got to work hard but you got to be a good person and you got to show love to good person and you got to show love to good person and you got to show love to the people that like actually matter to the people that like actually matter to the people that like actually matter to you right like if you could do that you right like if you could do that you right like if you could do that you're going to be fine but if you're

21:00you're going to be fine but if you're you're going to be fine but if you're not around and you're not exposed to a not around and you're not exposed to a not around and you're not exposed to a family that like really shows love or family that like really shows love or family that like really shows love or really shows the opposite where it's really shows the opposite where it's really shows the opposite where it's just like full-on grit like you don't just like full-on grit like you don't just like full-on grit like you don't know any difference well I think that know any difference well I think that know any difference well I think that was a really good foundation that sets was a really good foundation that sets was a really good foundation that sets the the stage for the remainder of this the the stage for the remainder of this the the stage for the remainder of this conversation because the way I view you conversation because the way I view you conversation because the way I view you building building building cisu I I I resonate with a lot in the cisu I I I resonate with a lot in the cisu I I I resonate with a lot in the way that I've built bpn investing in way that I've built bpn investing in way that I've built bpn investing in people caring about the brand trying to people caring about the brand trying to people caring about the brand trying to build a business the right way so I build a business the right way so I build a business the right way so I highly respect what you're doing right highly respect what you're doing right highly respect what you're doing right now and the way you're doing it I think now and the way you're doing it I think now and the way you're doing it I think it's very intentional strategic and it's very intentional strategic and it's very intentional strategic and smart for all the right smart for all the right smart for all the right reasons that being reasons that being reasons that being said let's talk about C let's talk about said let's talk about C let's talk about said let's talk about C let's talk about their journey of building the their journey of building the their journey of building the business I love entrepreneurial Journeys business I love entrepreneurial Journeys business I love entrepreneurial Journeys especially bootstrapped yeah self-funded especially bootstrapped yeah self-funded especially bootstrapped yeah self-funded self-started making all the mistakes self-started making all the mistakes self-started making all the mistakes along the along the along the way for all the right and wrong reasons

22:00way for all the right and wrong reasons way for all the right and wrong reasons and then learning from those and trying and then learning from those and trying and then learning from those and trying to get to get to get better what is better what is better what is cisu man so let's first say like cisu is cisu man so let's first say like cisu is cisu man so let's first say like cisu is a Finnish word and the Finnish word is a Finnish word and the Finnish word is a Finnish word and the Finnish word is actually a concept and there's no actually a concept and there's no actually a concept and there's no literal translation to the English literal translation to the English literal translation to the English language and cisu means perseverance language and cisu means perseverance language and cisu means perseverance tenacity bravery and grit and so it's tenacity bravery and grit and so it's tenacity bravery and grit and so it's this Finnish concept that fins this Finnish concept that fins this Finnish concept that fins specifically embody through everything specifically embody through everything specifically embody through everything that they do ironically in Finland it is that they do ironically in Finland it is that they do ironically in Finland it is the and arguably the happiest country in the and arguably the happiest country in the and arguably the happiest country in the entire world but a lot of is due to the entire world but a lot of is due to the entire world but a lot of is due to their ability to display grit and their ability to display grit and their ability to display grit and perseverance and tenacity based off the perseverance and tenacity based off the perseverance and tenacity based off the conditions of their environment based conditions of their environment based conditions of their environment based off of like their work conditions but no off of like their work conditions but no off of like their work conditions but no matter what at the end of each day they matter what at the end of each day they matter what at the end of each day they go to the sauna to break bread and so go to the sauna to break bread and so go to the sauna to break bread and so for every two people there's one sauna for every two people there's one sauna for every two people there's one sauna in Finland and so if there's an average in Finland and so if there's an average in Finland and so if there's an average of four people in a home well they have of four people in a home well they have of four people in a home well they have an indoor sauna and they have an outdoor an indoor sauna and they have an outdoor an indoor sauna and they have an outdoor sauna and after dinner they go to the sauna and after dinner they go to the sauna and after dinner they go to the sauna and that's just where they that's sauna and that's just where they that's sauna and that's just where they that's where they they they culminate the

23:00where they they they culminate the where they they they culminate the entire day and talk about what happened entire day and talk about what happened entire day and talk about what happened and there's no phones it's just that's and there's no phones it's just that's and there's no phones it's just that's just what they do they don't know any just what they do they don't know any just what they do they don't know any difference and so that whole finish difference and so that whole finish difference and so that whole finish concept is what we've really built our concept is what we've really built our concept is what we've really built our brand around here in the United States brand around here in the United States brand around here in the United States because we believe that that's something because we believe that that's something because we believe that that's something that is lacking in the United States and that is lacking in the United States and that is lacking in the United States and so that's where you know for us when we so that's where you know for us when we so that's where you know for us when we got C up off the ground you know got C up off the ground you know got C up off the ground you know actually before we went even into actually before we went even into actually before we went even into manufacturing ourselves we were um a manufacturing ourselves we were um a manufacturing ourselves we were um a wholesaler for another manufacturer and wholesaler for another manufacturer and wholesaler for another manufacturer and that's where we really learned how you that's where we really learned how you that's where we really learned how you know what sauna is how do we want to know what sauna is how do we want to know what sauna is how do we want to Market sauna what are the types of Market sauna what are the types of Market sauna what are the types of saunas that people are looking for what saunas that people are looking for what saunas that people are looking for what are the price points how long were you are the price points how long were you are the price points how long were you doing that for before launching c yeah doing that for before launching c yeah doing that for before launching c yeah maybe two years maybe a year and a half maybe two years maybe a year and a half maybe two years maybe a year and a half two years was it going well no not at two years was it going well no not at two years was it going well no not at all so I was a personal trainer then all so I was a personal trainer then all so I was a personal trainer then became a manager of a gym and then ended became a manager of a gym and then ended became a manager of a gym and then ended up owning the gym with my business up owning the gym with my business up owning the gym with my business partner Tom reinii Black Flag Athletics partner Tom reinii Black Flag Athletics partner Tom reinii Black Flag Athletics in in Cleveland and on the

24:00in in Cleveland and on the in in Cleveland and on the side I realized that there was a need side I realized that there was a need side I realized that there was a need for sauna because not only did I know for sauna because not only did I know for sauna because not only did I know like how I felt with sauna like how I like how I felt with sauna like how I like how I felt with sauna like how I felt after in the recovery but there's a felt after in the recovery but there's a felt after in the recovery but there's a massive way for us to be able to massive way for us to be able to massive way for us to be able to increase performance and so through this increase performance and so through this increase performance and so through this we ended up creating like this side we ended up creating like this side we ended up creating like this side hustle um through so myself and one of hustle um through so myself and one of hustle um through so myself and one of our customers at Black Flag and in that our customers at Black Flag and in that our customers at Black Flag and in that we just started slinging Saun as the we just started slinging Saun as the we just started slinging Saun as the people only in Ohio because we had the people only in Ohio because we had the people only in Ohio because we had the rights to only in Ohio for this rights to only in Ohio for this rights to only in Ohio for this manufacturer and as you could imagine manufacturer and as you could imagine manufacturer and as you could imagine Ohio is not the market for sauna and we Ohio is not the market for sauna and we Ohio is not the market for sauna and we would probably sell one sauna every two would probably sell one sauna every two would probably sell one sauna every two months and then Co hit and we had a months and then Co hit and we had a months and then Co hit and we had a period of time where we didn't have a period of time where we didn't have a period of time where we didn't have a single sale for nearly 12 straight single sale for nearly 12 straight single sale for nearly 12 straight months so it was March of 2022 my months so it was March of 2022 my months so it was March of 2022 my business partner Nick dtis and I looked business partner Nick dtis and I looked business partner Nick dtis and I looked at each other and said this is this is at each other and said this is this is at each other and said this is this is kind of a waste of time and we should kind of a waste of time and we should kind of a waste of time and we should probably dissolve this dealership the

25:00probably dissolve this dealership the probably dissolve this dealership the wholesalers ship and just keep going our wholesalers ship and just keep going our wholesalers ship and just keep going our own directions at the time our gym brand own directions at the time our gym brand own directions at the time our gym brand was continuing to take off at the time was continuing to take off at the time was continuing to take off at the time uh he owns a brand called University uh he owns a brand called University uh he owns a brand called University te's he also uh him and his wife are te's he also uh him and his wife are te's he also uh him and his wife are about to buy a local library and convert about to buy a local library and convert about to buy a local library and convert it to a a school called the acting it to a a school called the acting it to a a school called the acting academy which is a learner driven like academy which is a learner driven like academy which is a learner driven like entrepreneurial driven environment I entrepreneurial driven environment I entrepreneurial driven environment I know acting academy schools yeah so he know acting academy schools yeah so he know acting academy schools yeah so he opened up one in Cleveland and had I've opened up one in Cleveland and had I've opened up one in Cleveland and had I've had uh Matt bu on the podcast wow yeah had uh Matt bu on the podcast wow yeah had uh Matt bu on the podcast wow yeah great guy yeah I mean I'm I admire the great guy yeah I mean I'm I admire the great guy yeah I mean I'm I admire the model like no other so we're just kind model like no other so we're just kind model like no other so we're just kind of going our separate ways we made that of going our separate ways we made that of going our separate ways we made that decision at 5:30 a.m. on a trail run in decision at 5:30 a.m. on a trail run in decision at 5:30 a.m. on a trail run in the morning 10 minutes later on the same the morning 10 minutes later on the same the morning 10 minutes later on the same trail run we're like wait a second trail run we're like wait a second trail run we're like wait a second there's a huge problem at hand here why there's a huge problem at hand here why there's a huge problem at hand here why are we having such difficulty selling are we having such difficulty selling are we having such difficulty selling saunas and we just kind of like any saunas and we just kind of like any saunas and we just kind of like any entrepreneur does you just start going entrepreneur does you just start going entrepreneur does you just start going down the list of like oh this is what I down the list of like oh this is what I down the list of like oh this is what I would do this is these are the ideas would do this is these are the ideas would do this is these are the ideas like what's the perfect sonuna brand if like what's the perfect sonuna brand if like what's the perfect sonuna brand if we were to throw away the Playbook we were to throw away the Playbook we were to throw away the Playbook completely how would it look how would completely how would it look how would completely how would it look how would it look or how would it feel what it look or how would it feel what it look or how would it feel what heaters would we use what products would heaters would we use what products would heaters would we use what products would be would we be doing and how could we be would we be doing and how could we be would we be doing and how could we approach it differently not just to be

26:00approach it differently not just to be approach it differently not just to be different but to like make it more different but to like make it more different but to like make it more simple and 10 minutes later after making simple and 10 minutes later after making simple and 10 minutes later after making that decision we ended up deciding at that decision we ended up deciding at that decision we ended up deciding at that point that the best next step for that point that the best next step for that point that the best next step for the evolution was actually to lean lean the evolution was actually to lean lean the evolution was actually to lean lean in even harder and manufacture ourselves in even harder and manufacture ourselves in even harder and manufacture ourselves so we went from not selling anything to so we went from not selling anything to so we went from not selling anything to being like how could we do this better being like how could we do this better being like how could we do this better than anybody else has but do it in a than anybody else has but do it in a than anybody else has but do it in a premium and simple way that's rooted in premium and simple way that's rooted in premium and simple way that's rooted in trust like those are the three big trust like those are the three big trust like those are the three big pillars that we've built the brand on pillars that we've built the brand on pillars that we've built the brand on and so so you didn't sell a sauna for 12 and so so you didn't sell a sauna for 12 and so so you didn't sell a sauna for 12 months and the solution was to double months and the solution was to double months and the solution was to double down on down on down on saunas yes what' your wife say uh she saunas yes what' your wife say uh she saunas yes what' your wife say uh she thought we were she thought we were we thought we were she thought we were we thought we were she thought we were we were in for it and she thought that yes were in for it and she thought that yes were in for it and she thought that yes she supported us but she thought we were she supported us but she thought we were she supported us but she thought we were crazy it reminds me one of those crazy it reminds me one of those crazy it reminds me one of those situations where like this is either situations where like this is either situations where like this is either going to be our best idea ever or our going to be our best idea ever or our going to be our best idea ever or our worst idea ever you are exactly no midle worst idea ever you are exactly no midle worst idea ever you are exactly no midle and so we found the and so we found the and so we found the perfect um Manufacturing facil facility perfect um Manufacturing facil facility perfect um Manufacturing facil facility in Cleveland Ohio in Amish Country where

27:00in Cleveland Ohio in Amish Country where in Cleveland Ohio in Amish Country where we could handcraft every single sauna we could handcraft every single sauna we could handcraft every single sauna and get wood from the United States in and get wood from the United States in and get wood from the United States in Idaho and ship Western red cedar from Idaho and ship Western red cedar from Idaho and ship Western red cedar from Idaho and Mill it on site in Eastern Idaho and Mill it on site in Eastern Idaho and Mill it on site in Eastern Eastern Cleveland and then be able to do Eastern Cleveland and then be able to do Eastern Cleveland and then be able to do so in four weeks and get it created and so in four weeks and get it created and so in four weeks and get it created and shipped in four weeks but then also from shipped in four weeks but then also from shipped in four weeks but then also from a marketing perspective keep it stupid a marketing perspective keep it stupid a marketing perspective keep it stupid simple so when somebody goes to our simple so when somebody goes to our simple so when somebody goes to our website and they see our products on website and they see our products on website and they see our products on there there's not a bunch of options there there's not a bunch of options there there's not a bunch of options it's just whether or not it's going to it's just whether or not it's going to it's just whether or not it's going to be indoors or Outdoors do you need a be indoors or Outdoors do you need a be indoors or Outdoors do you need a roofkit or not that's it and that's roofkit or not that's it and that's roofkit or not that's it and that's allowed us to be able to scale so from allowed us to be able to scale so from allowed us to be able to scale so from March of 22 to August 1 of 2022 August 1 March of 22 to August 1 of 2022 August 1 March of 22 to August 1 of 2022 August 1 was our new launch date as the was our new launch date as the was our new launch date as the manufacturer and we launched one skew it manufacturer and we launched one skew it manufacturer and we launched one skew it was the Edwin barrel with no roof kit was the Edwin barrel with no roof kit was the Edwin barrel with no roof kit that was it and then after the first 10 that was it and then after the first 10 that was it and then after the first 10 to 15 or so sales we realized that we to 15 or so sales we realized that we to 15 or so sales we realized that we needed a roof kit so then we added that needed a roof kit so then we added that needed a roof kit so then we added that variant for that variant for that variant for that and then we got we just heard from our

28:00and then we got we just heard from our and then we got we just heard from our community that we that they wish that community that we that they wish that community that we that they wish that there was a twers sauna so we ended up there was a twers sauna so we ended up there was a twers sauna so we ended up you know creating the Eddie Barrel which you know creating the Eddie Barrel which you know creating the Eddie Barrel which is the smaller version of the Edwin is the smaller version of the Edwin is the smaller version of the Edwin launch that with roofkit and without launch that with roofkit and without launch that with roofkit and without roofkit on uh Black Friday of 2022 and roofkit on uh Black Friday of 2022 and roofkit on uh Black Friday of 2022 and up to this point now it's July 4 July up to this point now it's July 4 July up to this point now it's July 4 July 5th those are the only two SKS that we 5th those are the only two SKS that we 5th those are the only two SKS that we really have we've had a shower we pulled really have we've had a shower we pulled really have we've had a shower we pulled the shower skew just because it ended up the shower skew just because it ended up the shower skew just because it ended up creating some headaches and then we've creating some headaches and then we've creating some headaches and then we've got one other skew that's like a very got one other skew that's like a very got one other skew that's like a very very uh Niche skew with the wood burning very uh Niche skew with the wood burning very uh Niche skew with the wood burning sauna that's my favorite experience um sauna that's my favorite experience um sauna that's my favorite experience um but at the same time it's just not but at the same time it's just not but at the same time it's just not everybody's going to want a wood burning everybody's going to want a wood burning everybody's going to want a wood burning sauna so we've been able to build the sauna so we've been able to build the sauna so we've been able to build the brand off of two types of barrel sauna brand off of two types of barrel sauna brand off of two types of barrel sauna or I should say two sizes of barrel or I should say two sizes of barrel or I should say two sizes of barrel saunas and we've learned everything of saunas and we've learned everything of saunas and we've learned everything of like how to approach business how not to like how to approach business how not to like how to approach business how not to approach business along the way um but approach business along the way um but approach business along the way um but most importantly kind of like how you've most importantly kind of like how you've most importantly kind of like how you've always built with bpn it's like the team always built with bpn it's like the team always built with bpn it's like the team man and it's been so fun building the man and it's been so fun building the man and it's been so fun building the team and trying to scale with preserving

29:00team and trying to scale with preserving team and trying to scale with preserving the culture that's been the challenge the culture that's been the challenge the culture that's been the challenge but also at the same time the most fun but also at the same time the most fun but also at the same time the most fun part yeah definitely want to talk about part yeah definitely want to talk about part yeah definitely want to talk about that before though really leaning that before though really leaning that before though really leaning in and talking about in and talking about in and talking about Simplicity you know we just we're in the Simplicity you know we just we're in the Simplicity you know we just we're in the middle of our our fourth of July sale middle of our our fourth of July sale middle of our our fourth of July sale right now for right now for right now for bpn and bpn and bpn and 2020 our team was significantly smaller 2020 our team was significantly smaller 2020 our team was significantly smaller than it was or is today in 2020 was one than it was or is today in 2020 was one than it was or is today in 2020 was one of our biggest sales ever we might have of our biggest sales ever we might have of our biggest sales ever we might have had like eight to nine people on the had like eight to nine people on the had like eight to nine people on the team and then team and then team and then 2021 2022 even 2023 our sales during like our fourth of 2023 our sales during like our fourth of July and Black Friday sales were better July and Black Friday sales were better July and Black Friday sales were better but the team was much larger the but the team was much larger the but the team was much larger the business was larger we kept looking back business was larger we kept looking back business was larger we kept looking back to to to 2020 discussing what did we do in 20 20 2020 discussing what did we do in 20 20 2020 discussing what did we do in 20 20 compared to 21 22

30:00compared to 21 22 compared to 21 22 23 Simplicity we kept messaging clear 23 Simplicity we kept messaging clear 23 Simplicity we kept messaging clear Communication customer user Communication customer user Communication customer user Journey now that's just around a sale Journey now that's just around a sale Journey now that's just around a sale like keeping things simple keep it like keeping things simple keep it like keeping things simple keep it streamlined the business as a whole what streamlined the business as a whole what streamlined the business as a whole what I've learned is as you grow and scale a I've learned is as you grow and scale a I've learned is as you grow and scale a brand a business or any part of your brand a business or any part of your brand a business or any part of your life life life the the easy and natural thing to do is the the easy and natural thing to do is the the easy and natural thing to do is to layer on to layer on to layer on complexities ESP especially as more complexities ESP especially as more complexities ESP especially as more people have ideas and opinions and all people have ideas and opinions and all people have ideas and opinions and all these opportunities feel like really these opportunities feel like really these opportunities feel like really good good good opportunities complexity on top of opportunities complexity on top of opportunities complexity on top of complexity on top of complexity you see complexity on top of complexity you see complexity on top of complexity you see businesses do this all the time they businesses do this all the time they businesses do this all the time they start off and they launch 20 SKS yep 20 start off and they launch 20 SKS yep 20 start off and they launch 20 SKS yep 20 products with each product having five products with each product having five products with each product having five variants and they grow this massive variants and they grow this massive variants and they grow this massive catalog and then when you do a year-end catalog and then when you do a year-end catalog and then when you do a year-end review you realize five of those review you realize five of those review you realize five of those products are driving 85% of the sales products are driving 85% of the sales products are driving 85% of the sales and the dozens of other products are not

31:00and the dozens of other products are not and the dozens of other products are not making any incremental impact on the making any incremental impact on the making any incremental impact on the business but it requires so much time business but it requires so much time business but it requires so much time and effort and marketing spend and and effort and marketing spend and and effort and marketing spend and marketing spend so something we've done marketing spend so something we've done marketing spend so something we've done even this last year is you know I look even this last year is you know I look even this last year is you know I look at it as like pruning at the end of at it as like pruning at the end of at it as like pruning at the end of every year prune the business are there every year prune the business are there every year prune the business are there products you don't need are there products you don't need are there products you don't need are there marketing initiatives that aren't marketing initiatives that aren't marketing initiatives that aren't working are there departments that working are there departments that working are there departments that aren't necessarily efficient or aren't necessarily efficient or aren't necessarily efficient or effective you have to prune a business effective you have to prune a business effective you have to prune a business to allow it to grow and keeping it as to allow it to grow and keeping it as to allow it to grow and keeping it as simple which is not easy but keeping simple which is not easy but keeping simple which is not easy but keeping simplicity at the Forefront is so simplicity at the Forefront is so simplicity at the Forefront is so important especially as you grow in important especially as you grow in important especially as you grow in scale because if you don't you will scale because if you don't you will scale because if you don't you will crumble and you will break the best crumble and you will break the best crumble and you will break the best businesses maintain Simplicity Apple businesses maintain Simplicity Apple businesses maintain Simplicity Apple Steve Jobs is a mastermind at Steve Jobs is a mastermind at Steve Jobs is a mastermind at Simplicity yeah when you look at like Simplicity yeah when you look at like Simplicity yeah when you look at like the complexity of Apple product into the complexity of Apple product into the complexity of Apple product into itself like you know me as the consumer

32:00itself like you know me as the consumer itself like you know me as the consumer I don't care about what's going inside I don't care about what's going inside I don't care about what's going inside the computer I just want to like the computer I just want to like the computer I just want to like understand how to use it and it's understand how to use it and it's understand how to use it and it's intuitive and the messaging for me to be intuitive and the messaging for me to be intuitive and the messaging for me to be able to like when I go on to apple.com able to like when I go on to apple.com able to like when I go on to apple.com or even like Tesla if I were to go in or even like Tesla if I were to go in or even like Tesla if I were to go in and want to buy a vehicle I don't want and want to buy a vehicle I don't want and want to buy a vehicle I don't want to have I I don't want to have all these to have I I don't want to have all these to have I I don't want to have all these options because I get decision fatigue options because I get decision fatigue options because I get decision fatigue right so like for us if somebody's come right so like for us if somebody's come right so like for us if somebody's come to our site like they are definitely to our site like they are definitely to our site like they are definitely interested in sauna but also at the same interested in sauna but also at the same interested in sauna but also at the same time like when they go through and you time like when they go through and you time like when they go through and you look at like some of our competitors look at like some of our competitors look at like some of our competitors like where there's all these different like where there's all these different like where there's all these different types of like heaters and all these types of like heaters and all these types of like heaters and all these different types of like roofing shingles different types of like roofing shingles different types of like roofing shingles and then you know what I mean like for and then you know what I mean like for and then you know what I mean like for us the fact that it's just really us the fact that it's just really us the fact that it's just really whether or not you need a roof kit or whether or not you need a roof kit or whether or not you need a roof kit or not and then everything else is this is not and then everything else is this is not and then everything else is this is what we vetted out to be the best onic what we vetted out to be the best onic what we vetted out to be the best onic experience for you at this price point experience for you at this price point experience for you at this price point like it becomes abundantly clear like it becomes abundantly clear like it becomes abundantly clear abundantly clear that for the customer abundantly clear that for the customer abundantly clear that for the customer they trust our opinion off of that but they trust our opinion off of that but they trust our opinion off of that but also like most of the people come to our also like most of the people come to our also like most of the people come to our site from guys like you or guys like site from guys like you or guys like site from guys like you or guys like Eric Hinman or Todd Anderson and they

33:00Eric Hinman or Todd Anderson and they Eric Hinman or Todd Anderson and they value their opinion just as much so it's value their opinion just as much so it's value their opinion just as much so it's like they see them using it they're like they see them using it they're like they see them using it they're having fun and they're building this having fun and they're building this having fun and they're building this great Wellness driven lifestyle and great Wellness driven lifestyle and great Wellness driven lifestyle and they're including people but then they they're including people but then they they're including people but then they come to the site and then they see like come to the site and then they see like come to the site and then they see like oh this is actually like pretty oh this is actually like pretty oh this is actually like pretty straightforward here's the sauna and I straightforward here's the sauna and I straightforward here's the sauna and I put an inside outside great add to cart put an inside outside great add to cart put an inside outside great add to cart and then it's shipped within four weeks and then it's shipped within four weeks and then it's shipped within four weeks like that Simplicity is something that like that Simplicity is something that like that Simplicity is something that lets us scale if there's one Insight lets us scale if there's one Insight lets us scale if there's one Insight that I've come come to agreement with that I've come come to agreement with that I've come come to agreement with with the entire the entire team from with the entire the entire team from with the entire the entire team from last three months is that complexity last three months is that complexity last three months is that complexity does not scale and yes all of us have does not scale and yes all of us have does not scale and yes all of us have great ideas but at the same time like great ideas but at the same time like great ideas but at the same time like when you know what your purpose is you when you know what your purpose is you when you know what your purpose is you know what your mission is and you know know what your mission is and you know know what your mission is and you know like for us our three pillars being like like for us our three pillars being like like for us our three pillars being like the premium Simplicity and the trust the premium Simplicity and the trust the premium Simplicity and the trust it's like well whatever we do needs to it's like well whatever we do needs to it's like well whatever we do needs to stay within those within those means so stay within those within those means so stay within those within those means so like we're not going to do something like we're not going to do something like we're not going to do something that's going to cannibalize on that's going to cannibalize on that's going to cannibalize on somebody's on the customer experience somebody's on the customer experience somebody's on the customer experience when they go to our site and all of a when they go to our site and all of a when they go to our site and all of a sudden they can't buy because there's sudden they can't buy because there's sudden they can't buy because there's too many damn options on there do you too many damn options on there do you too many damn options on there do you have any examples of complexity you've have any examples of complexity you've have any examples of complexity you've layered into the business that have been

34:00layered into the business that have been layered into the business that have been bad ideas as opposed to good bad ideas as opposed to good bad ideas as opposed to good ideas yeah so um at the very very start ideas yeah so um at the very very start ideas yeah so um at the very very start we had two different heater options and we had two different heater options and we had two different heater options and there was a e conomy heater that was there was a e conomy heater that was there was a e conomy heater that was reliable and then there was the whom reliable and then there was the whom reliable and then there was the whom heater which is like more premium very heater which is like more premium very heater which is like more premium very like user oriented and like High Rock like user oriented and like High Rock like user oriented and like High Rock volume and so like we noticed that more volume and so like we noticed that more volume and so like we noticed that more people were buying the heater just based people were buying the heater just based people were buying the heater just based off of our branding the marketing but off of our branding the marketing but off of our branding the marketing but there would be maybe one in 10 people there would be maybe one in 10 people there would be maybe one in 10 people would buy the the economy heater so would buy the the economy heater so would buy the the economy heater so which now means like from an inventory which now means like from an inventory which now means like from an inventory standpoint you have to have like two standpoint you have to have like two standpoint you have to have like two different types of heaters then two different types of heaters then two different types of heaters then two different types of like electrical different types of like electrical different types of like electrical setups and then two different types of setups and then two different types of setups and then two different types of rock and enough Rock to be able to ship rock and enough Rock to be able to ship rock and enough Rock to be able to ship and so like what we realized right then and so like what we realized right then and so like what we realized right then we were like like you said pruning the we were like like you said pruning the we were like like you said pruning the business well if only 10% of our business well if only 10% of our business well if only 10% of our customers want that why not just direct customers want that why not just direct customers want that why not just direct all of our attention toward this one all of our attention toward this one all of our attention toward this one right and just make sure that like not right and just make sure that like not right and just make sure that like not only is the heater reliable and premium only is the heater reliable and premium only is the heater reliable and premium and on brand but like we could just lean

35:00and on brand but like we could just lean and on brand but like we could just lean in even harder on the way that we in even harder on the way that we in even harder on the way that we manufacture our saunas to make sure that manufacture our saunas to make sure that manufacture our saunas to make sure that it fits like the heart of the Saun of it fits like the heart of the Saun of it fits like the heart of the Saun of the heater is perfectly fit for it we the heater is perfectly fit for it we the heater is perfectly fit for it we don't have to like throw in a bunch of don't have to like throw in a bunch of don't have to like throw in a bunch of different ones now what I will say different ones now what I will say different ones now what I will say because we are hitting like that 2-year because we are hitting like that 2-year because we are hitting like that 2-year inflection point right now for the inflection point right now for the inflection point right now for the business we could continue to do exactly business we could continue to do exactly business we could continue to do exactly what you were doing and not you know not what you were doing and not you know not what you were doing and not you know not not bringing any other types of SKS but not bringing any other types of SKS but not bringing any other types of SKS but what we're what we're what we're realizing is is not everybody wants the realizing is is not everybody wants the realizing is is not everybody wants the barrel shape it's an aesthetic barrel shape it's an aesthetic barrel shape it's an aesthetic preference for some people sometimes preference for some people sometimes preference for some people sometimes like people want to sit up higher in a like people want to sit up higher in a like people want to sit up higher in a sauna where their feet are above the sauna where their feet are above the sauna where their feet are above the Rock and so it's one of the reasons why Rock and so it's one of the reasons why Rock and so it's one of the reasons why like we're about to unve our cabin like we're about to unve our cabin like we're about to unve our cabin saunas and these cabin saunas are the saunas and these cabin saunas are the saunas and these cabin saunas are the exact same footprint as our barrels exact same footprint as our barrels exact same footprint as our barrels except there's two tiers and not only except there's two tiers and not only except there's two tiers and not only that but the the experience lets for that but the the experience lets for that but the the experience lets for more natural light to come through and more natural light to come through and more natural light to come through and it's more Square so like for us if if I it's more Square so like for us if if I it's more Square so like for us if if I want a square modern preference great

36:00want a square modern preference great want a square modern preference great there it is if I want a barrel shape there it is if I want a barrel shape there it is if I want a barrel shape there it is it's there's not heater there it is it's there's not heater there it is it's there's not heater options it's just here's the heater it options it's just here's the heater it options it's just here's the heater it stays true to our principles it's just stays true to our principles it's just stays true to our principles it's just whether or not you want a barrel versus whether or not you want a barrel versus whether or not you want a barrel versus a box now and so that adds complexity a box now and so that adds complexity a box now and so that adds complexity but at the same time we understand based but at the same time we understand based but at the same time we understand based off of the market of research that we've off of the market of research that we've off of the market of research that we've done is that we're going to be able to done is that we're going to be able to done is that we're going to be able to open up to a much larger market based open up to a much larger market based open up to a much larger market based off of an aesthetic preference and light off of an aesthetic preference and light off of an aesthetic preference and light preference so that is a level of preference so that is a level of preference so that is a level of complexity that going to have to complexity that going to have to complexity that going to have to navigate here over the next month to two navigate here over the next month to two navigate here over the next month to two months in terms of marketing on our months in terms of marketing on our months in terms of marketing on our website and then our you know we don't website and then our you know we don't website and then our you know we don't run any ads um so like the message on run any ads um so like the message on run any ads um so like the message on the ads is something that like we don't the ads is something that like we don't the ads is something that like we don't have to really worry about yet but our have to really worry about yet but our have to really worry about yet but our email markeet needs to be dialed our email markeet needs to be dialed our email markeet needs to be dialed our social media needs to be dialed and social media needs to be dialed and social media needs to be dialed and those are things that we're going to those are things that we're going to those are things that we're going to learn here in real time of like does learn here in real time of like does learn here in real time of like does that messaging work does that does that that messaging work does that does that that messaging work does that does that not work you know we're going to learn not work you know we're going to learn not work you know we're going to learn from our buyers like real quick whether from our buyers like real quick whether from our buyers like real quick whether or not if it's like confusing or not but or not if it's like confusing or not but or not if it's like confusing or not but I think we've got a pretty good plan I think we've got a pretty good plan I think we've got a pretty good plan ahead of us I me we have the the barrel ahead of us I me we have the the barrel ahead of us I me we have the the barrel Edwin SAA which sits like six to eight

37:00Edwin SAA which sits like six to eight Edwin SAA which sits like six to eight people and we've had a whom heater in people and we've had a whom heater in people and we've had a whom heater in all of them the one inside HQ right now all of them the one inside HQ right now all of them the one inside HQ right now we obviously don't have the roof kit on we obviously don't have the roof kit on we obviously don't have the roof kit on but I can imagine the cabin style one is but I can imagine the cabin style one is but I can imagine the cabin style one is going to be preferred more from like an going to be preferred more from like an going to be preferred more from like an indoor aesthetic y I would much rather indoor aesthetic y I would much rather indoor aesthetic y I would much rather have that one have that one have that one indoor because like we love the barrel indoor because like we love the barrel indoor because like we love the barrel sauna but does look a little funky sauna but does look a little funky sauna but does look a little funky indoor yeah looks great outdoor yeah but indoor yeah looks great outdoor yeah but indoor yeah looks great outdoor yeah but I mean what could end up I mean what could end up I mean what could end up happening and I think I've I've reached happening and I think I've I've reached happening and I think I've I've reached points of the business right here where points of the business right here where points of the business right here where like say you launch the cabin uh like say you launch the cabin uh like say you launch the cabin uh sauna and everyone starts buying the the sauna and everyone starts buying the the sauna and everyone starts buying the the cabin SAA and no one's buying the barrel cabin SAA and no one's buying the barrel cabin SAA and no one's buying the barrel sign anymore as like a business owner sign anymore as like a business owner sign anymore as like a business owner who who like the the product is your who who like the the product is your who who like the the product is your baby it's really easy sometimes to be baby it's really easy sometimes to be baby it's really easy sometimes to be like no we're keeping the barrel that's like no we're keeping the barrel that's like no we're keeping the barrel that's our foundation that's our our flagship our foundation that's our our flagship our foundation that's our our flagship when everything's telling you go all in when everything's telling you go all in when everything's telling you go all in on the cabin I've done that with

38:00on the cabin I've done that with on the cabin I've done that with products before where I'm holding on to products before where I'm holding on to products before where I'm holding on to a product just because there's some a product just because there's some a product just because there's some pride behind it yeah and all the data is pride behind it yeah and all the data is pride behind it yeah and all the data is telling me just continue that that telling me just continue that that telling me just continue that that prodct man like move on build something prodct man like move on build something prodct man like move on build something else put your time in like the hero SKS else put your time in like the hero SKS else put your time in like the hero SKS and let some of these just go to sleep y and let some of these just go to sleep y and let some of these just go to sleep y yeah so for us one of the things when yeah so for us one of the things when yeah so for us one of the things when we're talking Simplicity we knew that we we're talking Simplicity we knew that we we're talking Simplicity we knew that we wanted to keep the same construction wanted to keep the same construction wanted to keep the same construction process and assembly process and the process and assembly process and the process and assembly process and the buildout process the same as the barrel buildout process the same as the barrel buildout process the same as the barrel to the cabin so it's what we were to the cabin so it's what we were to the cabin so it's what we were actually able to do is make it to where actually able to do is make it to where actually able to do is make it to where it's like even easier it's still like it's like even easier it's still like it's like even easier it's still like the staves that go around but we made the staves that go around but we made the staves that go around but we made them in panels so like when it when it them in panels so like when it when it them in panels so like when it when it showed up it's the same crate size as showed up it's the same crate size as showed up it's the same crate size as the Edwin as the new cabin style saunas the Edwin as the new cabin style saunas the Edwin as the new cabin style saunas um but it lets our team and our Amish um but it lets our team and our Amish um but it lets our team and our Amish team be able to just continue to produce team be able to just continue to produce team be able to just continue to produce exactly what we're already doing on the exactly what we're already doing on the exactly what we're already doing on the barrel side as we do on the cabin side barrel side as we do on the cabin side barrel side as we do on the cabin side like there's no difference in like the like there's no difference in like the like there's no difference in like the material differences it's Western red material differences it's Western red material differences it's Western red cedar out of 2x sixes mil convex X cedar out of 2x sixes mil convex X cedar out of 2x sixes mil convex X concave points of the uh of the wood and

39:00concave points of the uh of the wood and concave points of the uh of the wood and we what we essentially did was be able we what we essentially did was be able we what we essentially did was be able to make it to where there's like four to to make it to where there's like four to to make it to where there's like four to five different staves all adhered five different staves all adhered five different staves all adhered together and then you could just easily together and then you could just easily together and then you could just easily just put them right onto the panel screw just put them right onto the panel screw just put them right onto the panel screw it in and you're done and so I'm pumped it in and you're done and so I'm pumped it in and you're done and so I'm pumped about that because it's simple for the about that because it's simple for the about that because it's simple for the End customer it's also super simple for End customer it's also super simple for End customer it's also super simple for our team and it's something that we our team and it's something that we our team and it's something that we could continue to repeat over and over could continue to repeat over and over could continue to repeat over and over and over and over and we didn't have to and over and over and we didn't have to and over and over and we didn't have to like redesign wheel yeah it's nice yeah like redesign wheel yeah it's nice yeah like redesign wheel yeah it's nice yeah because the initial test phase of this because the initial test phase of this because the initial test phase of this was a completely different style product was a completely different style product was a completely different style product like our what I've sent you with our new like our what I've sent you with our new like our what I've sent you with our new cabin sauna is very different than what cabin sauna is very different than what cabin sauna is very different than what our first initial R&D products were I our first initial R&D products were I our first initial R&D products were I believe it it was I believe it it was believe it it was I believe it it was believe it it was I believe it it was almost laughable and so I'm so happy almost laughable and so I'm so happy almost laughable and so I'm so happy because it feels like it's on brand it's because it feels like it's on brand it's because it feels like it's on brand it's simple it's premium um but it's simple it's premium um but it's simple it's premium um but it's something like I'm proud of and I know something like I'm proud of and I know something like I'm proud of and I know that the team is proud of what's cool that the team is proud of what's cool that the team is proud of what's cool too is that we ended up locking down the too is that we ended up locking down the too is that we ended up locking down the names of the saunas and it's going to be names of the saunas and it's going to be names of the saunas and it's going to be the crew cabin sauna after my son and the crew cabin sauna after my son and the crew cabin sauna after my son and then the Charlie cabin sauna after my then the Charlie cabin sauna after my then the Charlie cabin sauna after my daughter super cool yeah so so how did daughter super cool yeah so so how did daughter super cool yeah so so how did you get integrated into the Amish you get integrated into the Amish you get integrated into the Amish community oh man cuz I'm from central

40:00community oh man cuz I'm from central community oh man cuz I'm from central Pennsylvania man and you know right Pennsylvania man and you know right Pennsylvania man and you know right outside of I'm from pyra which is right outside of I'm from pyra which is right outside of I'm from pyra which is right next to Hershey yeah which is down the next to Hershey yeah which is down the next to Hershey yeah which is down the road from Lancaster Lancaster has a huge road from Lancaster Lancaster has a huge road from Lancaster Lancaster has a huge Amish community I mean growing up horse Amish community I mean growing up horse Amish community I mean growing up horse and Buggies everywhere there were Amish and Buggies everywhere there were Amish and Buggies everywhere there were Amish bakeries and restaurants and for uh for bakeries and restaurants and for uh for bakeries and restaurants and for uh for two summers I worked for Department of two summers I worked for Department of two summers I worked for Department of Transportation I was a flagger so I did Transportation I was a flagger so I did Transportation I was a flagger so I did like the slow and stop flag and when we like the slow and stop flag and when we like the slow and stop flag and when we were working on roads and there were were working on roads and there were were working on roads and there were like a combination of cars and horse and like a combination of cars and horse and like a combination of cars and horse and Buggies coming through so I'm very Buggies coming through so I'm very Buggies coming through so I'm very familiar with yeah the familiar with yeah the familiar with yeah the community and their farms and somewhat community and their farms and somewhat community and their farms and somewhat familiar with their culture I know familiar with their culture I know familiar with their culture I know there's a big presence in uh Ohio as there's a big presence in uh Ohio as there's a big presence in uh Ohio as well yeah especially being so close to well yeah especially being so close to well yeah especially being so close to Pennsylania yeah but I'm curious how did Pennsylania yeah but I'm curious how did Pennsylania yeah but I'm curious how did uh how did you guys team up oh man so uh how did you guys team up oh man so uh how did you guys team up oh man so the same day that we made that decision the same day that we made that decision the same day that we made that decision to Pivot into

41:00to Pivot into to Pivot into manufacturing the first thing that we manufacturing the first thing that we manufacturing the first thing that we thought of was like who is the who in thought of was like who is the who in thought of was like who is the who in this right so I'm never thinking like this right so I'm never thinking like this right so I'm never thinking like how I'm going to get it done it's really how I'm going to get it done it's really how I'm going to get it done it's really like who could put us in the position to like who could put us in the position to like who could put us in the position to be able to get this done the right way be able to get this done the right way be able to get this done the right way and and and so uh my business partner Nick was like so uh my business partner Nick was like so uh my business partner Nick was like hey my business partner at University hey my business partner at University hey my business partner at University te's his dad used to work for an Amish te's his dad used to work for an Amish te's his dad used to work for an Amish manufacturer for these Amish manufacturer for these Amish manufacturer for these Amish fireplaces and you maybe you should just fireplaces and you maybe you should just fireplaces and you maybe you should just give him a call and just see what give him a call and just see what give him a call and just see what happens and so he sent me his number I I happens and so he sent me his number I I happens and so he sent me his number I I jump on a call with him and his name's jump on a call with him and his name's jump on a call with him and his name's Al Troyer and I'm talking to him and Al Troyer and I'm talking to him and Al Troyer and I'm talking to him and he's like you know you know Peta I think he's like you know you know Peta I think he's like you know you know Peta I think there's this guy uh his name is Mark there's this guy uh his name is Mark there's this guy uh his name is Mark Mark Mark polari he's a Finnish guy and Mark Mark polari he's a Finnish guy and Mark Mark polari he's a Finnish guy and his dad's a first gen Fin and he has his dad's a first gen Fin and he has his dad's a first gen Fin and he has this perfect facility and he's a this perfect facility and he's a this perfect facility and he's a Christian guy great values Family Guy Christian guy great values Family Guy Christian guy great values Family Guy works as freaking tail off I think he works as freaking tail off I think he works as freaking tail off I think he would be I think he'd be a really good would be I think he'd be a really good would be I think he'd be a really good fit but I don't know if he has the fit but I don't know if he has the fit but I don't know if he has the ability to do it yet at scale but you ability to do it yet at scale but you ability to do it yet at scale but you should definitely give him a call so

42:00should definitely give him a call so should definitely give him a call so I'll never forget driving to my best I'll never forget driving to my best I'll never forget driving to my best friend's house in Lakewood Ohio with my friend's house in Lakewood Ohio with my friend's house in Lakewood Ohio with my son in the back I'm talking to him like son in the back I'm talking to him like son in the back I'm talking to him like over the the car speaker and I was like over the the car speaker and I was like over the the car speaker and I was like hey Mark I'm Pete this is going to sound hey Mark I'm Pete this is going to sound hey Mark I'm Pete this is going to sound like absolutely crazy but we want to like absolutely crazy but we want to like absolutely crazy but we want to build Barrel saunas and we want to do it build Barrel saunas and we want to do it build Barrel saunas and we want to do it in a way to where it's simple but they in a way to where it's simple but they in a way to where it's simple but they need to be Amish handcrafted because need to be Amish handcrafted because need to be Amish handcrafted because they need to be with the utmost quality they need to be with the utmost quality they need to be with the utmost quality and Al Troyer told me that you're the and Al Troyer told me that you're the and Al Troyer told me that you're the guy to do it and he's like come meet me guy to do it and he's like come meet me guy to do it and he's like come meet me at my shop next Wednesday we'll grab at my shop next Wednesday we'll grab at my shop next Wednesday we'll grab some coffee we go out there and we we some coffee we go out there and we we some coffee we go out there and we we chatted for a bit it was becoming chatted for a bit it was becoming chatted for a bit it was becoming extremely clear that this was the the extremely clear that this was the the extremely clear that this was the the perfect fit the guy Mark owned a company perfect fit the guy Mark owned a company perfect fit the guy Mark owned a company named cesu designs two years prior named cesu designs two years prior named cesu designs two years prior making Amish handcrafted furniture and making Amish handcrafted furniture and making Amish handcrafted furniture and he also has a 65,000 ft fac faity for us he also has a 65,000 ft fac faity for us he also has a 65,000 ft fac faity for us to be able to partner with him on to be

43:00to be able to partner with him on to be to be able to partner with him on to be able to bring this project to life and able to bring this project to life and able to bring this project to life and he also has eight guys Amish guys to be he also has eight guys Amish guys to be he also has eight guys Amish guys to be able to pull this all together so Mark able to pull this all together so Mark able to pull this all together so Mark owns a facility that let us be able to owns a facility that let us be able to owns a facility that let us be able to get it completely off the ground but get it completely off the ground but get it completely off the ground but that was like the initial phase the next that was like the initial phase the next that was like the initial phase the next meeting he came to our my place in meeting he came to our my place in meeting he came to our my place in Lakewood Ohio and we sat in the sauna Lakewood Ohio and we sat in the sauna Lakewood Ohio and we sat in the sauna that we had back there from our old that we had back there from our old that we had back there from our old manufacturer and our first business manufacturer and our first business manufacturer and our first business meeting we all had not wrri in the rain meeting we all had not wrri in the rain meeting we all had not wrri in the rain notebooks but like fullon like normal notebooks but like fullon like normal notebooks but like fullon like normal notebooks just writing down you know notebooks just writing down you know notebooks just writing down you know notes about like how do we want this to notes about like how do we want this to notes about like how do we want this to look how does this feel like this is our look how does this feel like this is our look how does this feel like this is our business you know like how do we want to business you know like how do we want to business you know like how do we want to structure from a legality side and we're structure from a legality side and we're structure from a legality side and we're just dripping on our notebooks and like just dripping on our notebooks and like just dripping on our notebooks and like the paper soop and wet and it was the the paper soop and wet and it was the the paper soop and wet and it was the most productive medum I've ever had in most productive medum I've ever had in most productive medum I've ever had in my life because everybody was it was my life because everybody was it was my life because everybody was it was like the perfect who to get it off the like the perfect who to get it off the like the perfect who to get it off the ground were like in that sauna and it ground were like in that sauna and it ground were like in that sauna and it was it was like the impact that we knew was it was like the impact that we knew was it was like the impact that we knew that we could potentially have by doing that we could potentially have by doing that we could potentially have by doing this right this right this right way it it was there and the way that we

44:00way it it was there and the way that we way it it was there and the way that we were able to get it truly off the ground were able to get it truly off the ground were able to get it truly off the ground from there was being able to get our from there was being able to get our from there was being able to get our first brand ambassador on and that first first brand ambassador on and that first first brand ambassador on and that first brand ambassador Eric Henman um he's brand ambassador Eric Henman um he's brand ambassador Eric Henman um he's also from or he's from New York but he's also from or he's from New York but he's also from or he's from New York but he's super familiar with the Amish community super familiar with the Amish community super familiar with the Amish community too and so when he heard that like our too and so when he heard that like our too and so when he heard that like our saas were Amish handcrafted he was like saas were Amish handcrafted he was like saas were Amish handcrafted he was like holy crap like this is going to be holy crap like this is going to be holy crap like this is going to be something incredible so I learned a lot something incredible so I learned a lot something incredible so I learned a lot from the marketing side of like how do from the marketing side of like how do from the marketing side of like how do we respect the Amish community but not we respect the Amish community but not we respect the Amish community but not let that just be like a you know a huge let that just be like a you know a huge let that just be like a you know a huge pillar of how we mark it it needs to be pillar of how we mark it it needs to be pillar of how we mark it it needs to be part of it but um the the Amish part of it but um the the Amish part of it but um the the Amish community is just community is just community is just unbelievably um well resective but unbelievably um well resective but unbelievably um well resective but they're super down to earth we have so they're super down to earth we have so they're super down to earth we have so much fun together um when like when I much fun together um when like when I much fun together um when like when I show up to the shop everybody's just show up to the shop everybody's just show up to the shop everybody's just like big smiles having a good time like like big smiles having a good time like like big smiles having a good time like that they love building saunas and the that they love building saunas and the that they love building saunas and the fact that we're able to push much much fact that we're able to push much much fact that we're able to push much much more volume through and be able to see more volume through and be able to see more volume through and be able to see how they've gravitated toward like how they've gravitated toward like how they've gravitated toward like building their own culture within uh the

45:00building their own culture within uh the building their own culture within uh the four walls of our manufacturing facility four walls of our manufacturing facility four walls of our manufacturing facility is like unlike anything that's is like unlike anything that's is like unlike anything that's incredible yeah I love that incredible yeah I love that incredible yeah I love that story before you started actually story before you started actually story before you started actually selling saas what was your I mean you selling saas what was your I mean you selling saas what was your I mean you were selling saas obviously through like were selling saas obviously through like were selling saas obviously through like a Wholesale Distributor but yeah what a Wholesale Distributor but yeah what a Wholesale Distributor but yeah what was your experience in knowledge and was your experience in knowledge and was your experience in knowledge and expertise around the sauna and the expertise around the sauna and the expertise around the sauna and the benefits from or did you just enjoy benefits from or did you just enjoy benefits from or did you just enjoy sauna because of the feel you got from sauna because of the feel you got from sauna because of the feel you got from it the recovery did you know all of this it the recovery did you know all of this it the recovery did you know all of this extensive research was out there no extensive research was out there no extensive research was out there no definitely not and most of the research definitely not and most of the research definitely not and most of the research hasn't really come out until it was like hasn't really come out until it was like hasn't really come out until it was like 2018 when um a this incredible report 2018 when um a this incredible report 2018 when um a this incredible report came out of Finland talking about came out of Finland talking about came out of Finland talking about longevity and in sauna therapy but at longevity and in sauna therapy but at longevity and in sauna therapy but at that time like I knew how I felt when I that time like I knew how I felt when I that time like I knew how I felt when I got out of the sauna uh and I think got out of the sauna uh and I think got out of the sauna uh and I think everybody just you like you and I you everybody just you like you and I you everybody just you like you and I you know if if you don't know much about know if if you don't know much about know if if you don't know much about sauna therapy it's just like yeah I know sauna therapy it's just like yeah I know sauna therapy it's just like yeah I know it's good for me I just I don't know it's good for me I just I don't know it's good for me I just I don't know durations or sets or you know protocols

46:00durations or sets or you know protocols durations or sets or you know protocols and stuff I just knew that it made me and stuff I just knew that it made me and stuff I just knew that it made me feel good and made everybody else feel feel good and made everybody else feel feel good and made everybody else feel good and there's an endorphin rush after good and there's an endorphin rush after good and there's an endorphin rush after and um but that was it that there wasn't and um but that was it that there wasn't and um but that was it that there wasn't anything really beyond that and then anything really beyond that and then anything really beyond that and then really once like the manufacturing arm really once like the manufacturing arm really once like the manufacturing arm started going I knew that I had to be started going I knew that I had to be started going I knew that I had to be not only well inversed in Sona not only well inversed in Sona not only well inversed in Sona literature and the the research that's literature and the the research that's literature and the the research that's come out but I just wanted to be like a come out but I just wanted to be like a come out but I just wanted to be like a very unbiased like very unbiased like very unbiased like guy on on sauna therapy right so well we guy on on sauna therapy right so well we guy on on sauna therapy right so well we should talk about some of the benefits should talk about some of the benefits should talk about some of the benefits yeah I'm a big fan of the benefits of a yeah I'm a big fan of the benefits of a yeah I'm a big fan of the benefits of a Sona and they're real benefits they Sona and they're real benefits they Sona and they're real benefits they exist um if anyone listening does want exist um if anyone listening does want exist um if anyone listening does want to learn more about SAA benefits I think to learn more about SAA benefits I think to learn more about SAA benefits I think Dr um Rhonda Patrick very good is a Dr um Rhonda Patrick very good is a Dr um Rhonda Patrick very good is a great resource she has some really good great resource she has some really good great resource she has some really good podcast on everything SAA benefits how podcast on everything SAA benefits how podcast on everything SAA benefits how to use when to use duration frequency

47:00to use when to use duration frequency to use when to use duration frequency temperature um but there's a few things temperature um but there's a few things temperature um but there's a few things we can probably talk about yeah one we we can probably talk about yeah one we we can probably talk about yeah one we do know that the benefits from a sauna do know that the benefits from a sauna do know that the benefits from a sauna are dose dependent yes so the more that are dose dependent yes so the more that are dose dependent yes so the more that you use a you use a you use a SAA the the better results you're going SAA the the better results you're going SAA the the better results you're going to get uh the greater risk reduction in to get uh the greater risk reduction in to get uh the greater risk reduction in disease such as cardiovascular disease such as cardiovascular disease such as cardiovascular disease um dementia mhm neurod disease um dementia mhm neurod disease um dementia mhm neurod degenerative uh disease and disorders so degenerative uh disease and disorders so degenerative uh disease and disorders so like the sauna has been shown to like the sauna has been shown to like the sauna has been shown to significantly if used frequently and significantly if used frequently and significantly if used frequently and often reduce risk of like I said often reduce risk of like I said often reduce risk of like I said cardiovascular disease cardiovascular disease cardiovascular disease Alzheimer's uh I recently had Max Alzheimer's uh I recently had Max Alzheimer's uh I recently had Max lugavere on the podcast who a lot of his lugavere on the podcast who a lot of his lugavere on the podcast who a lot of his research is around lifestyle research is around lifestyle research is around lifestyle intervention diet intervention for uh intervention diet intervention for uh intervention diet intervention for uh diseases such as dementia Alzheimer's diseases such as dementia Alzheimer's diseases such as dementia Alzheimer's what is your main selling point around

48:00what is your main selling point around what is your main selling point around SAA benefits usage time frequency all SAA benefits usage time frequency all SAA benefits usage time frequency all those things yeah I think when you look those things yeah I think when you look those things yeah I think when you look at it from like a healthscape in the at it from like a healthscape in the at it from like a healthscape in the United States specifically after the United States specifically after the United States specifically after the health scare that we've all had like health scare that we've all had like health scare that we've all had like during the co pandemic and I think a lot during the co pandemic and I think a lot during the co pandemic and I think a lot of people had to look in look themselves of people had to look in look themselves of people had to look in look themselves in the mirror and look at their in the mirror and look at their in the mirror and look at their lifestyle and look at their family and lifestyle and look at their family and lifestyle and look at their family and like how long people are living and so I like how long people are living and so I like how long people are living and so I don't want to just blanketly use long don't want to just blanketly use long don't want to just blanketly use long as like the main selling point to sauna as like the main selling point to sauna as like the main selling point to sauna but it is a genuine fear in the United but it is a genuine fear in the United but it is a genuine fear in the United States right now that people are not States right now that people are not States right now that people are not going to live a long life that's going to live a long life that's going to live a long life that's fulfilling with great health span and PE to 90 years old like that's a fear of mine and so yeah I'm more concerned with mine and so yeah I'm more concerned with mine and so yeah I'm more concerned with health span personally than lifespan health span personally than lifespan health span personally than lifespan yeah like if I if I could live 70 great yeah like if I if I could live 70 great yeah like if I if I could live 70 great fulfilling years and I'm just rocking fulfilling years and I'm just rocking fulfilling years and I'm just rocking for 70 straight years I'm pumped about for 70 straight years I'm pumped about for 70 straight years I'm pumped about that same I feel the same exact way yeah that same I feel the same exact way yeah that same I feel the same exact way yeah and so sauna therapy specifically um a

49:00and so sauna therapy specifically um a and so sauna therapy specifically um a lot of the research that has continued lot of the research that has continued lot of the research that has continued to come out between 176 degrees to 214 to come out between 176 degrees to 214 to come out between 176 degrees to 214 degrees is showing that there's amazing degrees is showing that there's amazing degrees is showing that there's amazing longevity effects on the body and what longevity effects on the body and what longevity effects on the body and what is fun like you mentioned is the dose is fun like you mentioned is the dose is fun like you mentioned is the dose dependent effect of four to seven sauna dependent effect of four to seven sauna dependent effect of four to seven sauna sessions weekly result in a 50% decrease sessions weekly result in a 50% decrease sessions weekly result in a 50% decrease all CA mortality rate compared to those all CA mortality rate compared to those all CA mortality rate compared to those who just sauna once a week and so it's who just sauna once a week and so it's who just sauna once a week and so it's like anything again consistency isn't like anything again consistency isn't like anything again consistency isn't sexy but it's like if I just continue to sexy but it's like if I just continue to sexy but it's like if I just continue to show up in the sauna every single day or show up in the sauna every single day or show up in the sauna every single day or four to 5 to 6 days a week I'm going to four to 5 to 6 days a week I'm going to four to 5 to 6 days a week I'm going to be healthier it's the same thing as a be healthier it's the same thing as a be healthier it's the same thing as a workout like you know for me like the workout like you know for me like the workout like you know for me like the sauna is a low barrier for entry because sauna is a low barrier for entry because sauna is a low barrier for entry because all I have to do is just go and sit all I have to do is just go and sit all I have to do is just go and sit inside the sauna and I feel good during inside the sauna and I feel good during inside the sauna and I feel good during and I feel good after and there's a and I feel good after and there's a and I feel good after and there's a moment of that perseverance that moment of that perseverance that moment of that perseverance that tenacity braver like that cesu effect tenacity braver like that cesu effect tenacity braver like that cesu effect that you're going to experience in the that you're going to experience in the that you're going to experience in the sauna it gets uncomfortable it could get sauna it gets uncomfortable it could get sauna it gets uncomfortable it could get hard yeah and I think it's important but hard yeah and I think it's important but hard yeah and I think it's important but what that teaches you though and what it

50:00what that teaches you though and what it what that teaches you though and what it encourages is more activity and better encourages is more activity and better encourages is more activity and better eating and better sleep and I think that eating and better sleep and I think that eating and better sleep and I think that that's one of the underlying principles that's one of the underlying principles that's one of the underlying principles to sauna is that it encourages you to do to sauna is that it encourages you to do to sauna is that it encourages you to do more and I think that when you look at more and I think that when you look at more and I think that when you look at sauna when you position it like for me sauna when you position it like for me sauna when you position it like for me ideally the way that I do it is I do it ideally the way that I do it is I do it ideally the way that I do it is I do it four to five times weekly at around 190 four to five times weekly at around 190 four to five times weekly at around 190 degrees for about 15 to 20 minutes at a degrees for about 15 to 20 minutes at a degrees for about 15 to 20 minutes at a time about an hour prior to bed because time about an hour prior to bed because time about an hour prior to bed because what ends up happening is when I'm in what ends up happening is when I'm in what ends up happening is when I'm in the sauna my body induces a fever of the sauna my body induces a fever of the sauna my body induces a fever of 1001 102 degrees and then post or post 1001 102 degrees and then post or post 1001 102 degrees and then post or post sauna session I step out of the sauna sauna session I step out of the sauna sauna session I step out of the sauna and then my body is going to compensate and then my body is going to compensate and then my body is going to compensate in the opposite direction to bring the in the opposite direction to bring the in the opposite direction to bring the body temperature below Baseline what the body temperature below Baseline what the body temperature below Baseline what the same thing that's happening when you're same thing that's happening when you're same thing that's happening when you're tapping into that parasympathetic tapping into that parasympathetic tapping into that parasympathetic nervous system State when you're in bed nervous system State when you're in bed nervous system State when you're in bed because your body's trying to cool because your body's trying to cool because your body's trying to cool itself off so what you actually did is itself off so what you actually did is itself off so what you actually did is you actually cooled your you cooled your you actually cooled your you cooled your you actually cooled your you cooled your body off even quicker prior to bed so body off even quicker prior to bed so body off even quicker prior to bed so you're able to get to sleep quicker stay you're able to get to sleep quicker stay you're able to get to sleep quicker stay to sleep longer and I think like to me to sleep longer and I think like to me to sleep longer and I think like to me it's like well if I'm already getting it's like well if I'm already getting it's like well if I'm already getting the recovery effect of sauna while I'm

51:00the recovery effect of sauna while I'm the recovery effect of sauna while I'm in the sauna and I get the amazing like in the sauna and I get the amazing like in the sauna and I get the amazing like aerobic effects effects of son because aerobic effects effects of son because aerobic effects effects of son because I'm in like in zone two basically zone I'm in like in zone two basically zone I'm in like in zone two basically zone three sometimes depending on how hard three sometimes depending on how hard three sometimes depending on how hard the session is it mimics exercise yeah the session is it mimics exercise yeah the session is it mimics exercise yeah it's it's great now I think it's it's an it's it's great now I think it's it's an it's it's great now I think it's it's an exercise mic but it's not an exercise exercise mic but it's not an exercise exercise mic but it's not an exercise replacement right yeah right um I want replacement right yeah right um I want replacement right yeah right um I want to be really careful to say that but you to be really careful to say that but you to be really careful to say that but you know like if I'm an aerobic athlete if know like if I'm an aerobic athlete if know like if I'm an aerobic athlete if I'm a strength athlete it's a great I'm a strength athlete it's a great I'm a strength athlete it's a great great tool for me for me to be able to great tool for me for me to be able to great tool for me for me to be able to get my cardio in on top of the cardio get my cardio in on top of the cardio get my cardio in on top of the cardio I'm already doing so it's not it's not I'm already doing so it's not it's not I'm already doing so it's not it's not like you're adding you can't run 40 like you're adding you can't run 40 like you're adding you can't run 40 miles and then do two hours of sauna and miles and then do two hours of sauna and miles and then do two hours of sauna and say you ran 60 miles that's not how it say you ran 60 miles that's not how it say you ran 60 miles that's not how it works yeah but it will still have works yeah but it will still have works yeah but it will still have positive benefit on the heart on your positive benefit on the heart on your positive benefit on the heart on your cardiovascular system because heart rate cardiovascular system because heart rate cardiovascular system because heart rate increases yeah you increases yeah you increases yeah you sweat uh blood pressure increases very sweat uh blood pressure increases very sweat uh blood pressure increases very similar effect similar effect similar effect that happen to the body during exercise that happen to the body during exercise that happen to the body during exercise exercise yeah so it's to me it's like

52:00exercise yeah so it's to me it's like exercise yeah so it's to me it's like pretty simple it's like how can we get pretty simple it's like how can we get pretty simple it's like how can we get more people in the United States more people in the United States more people in the United States sweating because there's an alarmingly sweating because there's an alarmingly sweating because there's an alarmingly high percentage of the United States high percentage of the United States high percentage of the United States that's obese and so it's a lifestyle that's obese and so it's a lifestyle that's obese and so it's a lifestyle thing and to me it's like sauna is a thing and to me it's like sauna is a thing and to me it's like sauna is a lifestyle amplifier like whatever I want lifestyle amplifier like whatever I want lifestyle amplifier like whatever I want to do from a wellness standpoint like it to do from a wellness standpoint like it to do from a wellness standpoint like it could be Amplified through the use of could be Amplified through the use of could be Amplified through the use of sauna because it encourages me to sauna because it encourages me to sauna because it encourages me to exercise more it encourages me to eat exercise more it encourages me to eat exercise more it encourages me to eat better encourages me to get better sleep better encourages me to get better sleep better encourages me to get better sleep if if if you positioned the right way if if if you positioned the right way if if if you positioned the right way and then like you could amplify your and then like you could amplify your and then like you could amplify your sauna session by introducing a coal sauna session by introducing a coal sauna session by introducing a coal plunge too and so there's more and more plunge too and so there's more and more plunge too and so there's more and more research coming out about contrast research coming out about contrast research coming out about contrast therapy when it comes to just sauna and therapy when it comes to just sauna and therapy when it comes to just sauna and and cold plunge alone versus together um and cold plunge alone versus together um and cold plunge alone versus together um but when you look it from like an but when you look it from like an but when you look it from like an anecdotal side like to me like when I anecdotal side like to me like when I anecdotal side like to me like when I have like my Aur ring and like have like my Aur ring and like have like my Aur ring and like everything I'm getting back from like my everything I'm getting back from like my everything I'm getting back from like my sleep quality and data post sleep when I sleep quality and data post sleep when I sleep quality and data post sleep when I wake up in the morning the nights that I wake up in the morning the nights that I wake up in the morning the nights that I sauna it's no coincidence that my sleep sauna it's no coincidence that my sleep sauna it's no coincidence that my sleep is much better and I feel much better in is much better and I feel much better in is much better and I feel much better in the morning I think that the biggest

53:00the morning I think that the biggest the morning I think that the biggest thing is if you are going to sauna at thing is if you are going to sauna at thing is if you are going to sauna at night an hour or two prior to bed you night an hour or two prior to bed you night an hour or two prior to bed you must drink water with electrolytes must drink water with electrolytes must drink water with electrolytes otherwise you're going to notice you're otherwise you're going to notice you're otherwise you're going to notice you're going to notice something uh in the going to notice something uh in the going to notice something uh in the morning when you wake up you might feel morning when you wake up you might feel morning when you wake up you might feel a little lethargic yeah I I prefer using a little lethargic yeah I I prefer using a little lethargic yeah I I prefer using the sauna at night before bed yeah but I the sauna at night before bed yeah but I the sauna at night before bed yeah but I have a routine where I always get a Cher have a routine where I always get a Cher have a routine where I always get a Cher bottle add electrolytes mix it up put it bottle add electrolytes mix it up put it bottle add electrolytes mix it up put it in the fridge yeah then I go out in in the fridge yeah then I go out in in the fridge yeah then I go out in sauna typically 20 minutes 200 Dees is sauna typically 20 minutes 200 Dees is sauna typically 20 minutes 200 Dees is where I like to set it come back in well where I like to set it come back in well where I like to set it come back in well first I'll sit outside and just like let first I'll sit outside and just like let first I'll sit outside and just like let my body cool down yeah come back in my body cool down yeah come back in my body cool down yeah come back in drink my electrolytes and then do my drink my electrolytes and then do my drink my electrolytes and then do my routine for routine for routine for bed last bed last bed last winter we didn't have a cold plunge then winter we didn't have a cold plunge then winter we didn't have a cold plunge then but the way our whole outdoor setup was but the way our whole outdoor setup was but the way our whole outdoor setup was is we had our cus SAA right next to our is we had our cus SAA right next to our is we had our cus SAA right next to our pool and our pool had a hot tub too so pool and our pool had a hot tub too so pool and our pool had a hot tub too so what we would do in the winter cuz the what we would do in the winter cuz the what we would do in the winter cuz the pool we get down in the you know low 40s

54:00pool we get down in the you know low 40s pool we get down in the you know low 40s get get get cold we go from sauna to pool to hot tub cold we go from sauna to pool to hot tub cold we go from sauna to pool to hot tub and we do a few rounds that talk about and we do a few rounds that talk about and we do a few rounds that talk about like shocking your system dude it could like shocking your system dude it could like shocking your system dude it could get and it's so fun to be able to host get and it's so fun to be able to host get and it's so fun to be able to host people doing that too that's deal like people doing that too that's deal like people doing that too that's deal like if you get six guys all together doing if you get six guys all together doing if you get six guys all together doing sauna cold plunge hot tub you got like sauna cold plunge hot tub you got like sauna cold plunge hot tub you got like you know some good electrolytes like you know some good electrolytes like you know some good electrolytes like flowing through and like everybody is flowing through and like everybody is flowing through and like everybody is having a good time you're throwing water having a good time you're throwing water having a good time you're throwing water on the Rocks like that is that that is on the Rocks like that is that that is on the Rocks like that is that that is an ideal night and but I think that but an ideal night and but I think that but an ideal night and but I think that but that's like why like Finland like the that's like why like Finland like the that's like why like Finland like the birthplace of sauna um like why it's uh birthplace of sauna um like why it's uh birthplace of sauna um like why it's uh blown up so much over there and why it's blown up so much over there and why it's blown up so much over there and why it's now starting to blow up over here is now starting to blow up over here is now starting to blow up over here is because people miss that in-person because people miss that in-person because people miss that in-person relationship driven time without their relationship driven time without their relationship driven time without their phones cuz we're always like so on our phones cuz we're always like so on our phones cuz we're always like so on our phones all the time like the sauna is so phones all the time like the sauna is so phones all the time like the sauna is so hot you can't have your phone no you hot you can't have your phone no you hot you can't have your phone no you can't it shuts off and like but even if can't it shuts off and like but even if can't it shuts off and like but even if you even if you can use it you're you even if you can use it you're you even if you can use it you're sweating so much you can't use your sweating so much you can't use your sweating so much you can't use your keyboard right right so like that that

55:00keyboard right right so like that that keyboard right right so like that that into itself is worth having a sauna for into itself is worth having a sauna for into itself is worth having a sauna for most people but I think like when you most people but I think like when you most people but I think like when you take sauna therap you know when you take take sauna therap you know when you take take sauna therap you know when you take like a high heat room with great Steam like a high heat room with great Steam like a high heat room with great Steam and great people like that combination and great people like that combination and great people like that combination is like what they call Lulu in the The is like what they call Lulu in the The is like what they call Lulu in the The Finnish culture um that is like the Finnish culture um that is like the Finnish culture um that is like the magic of sauna and when you combine it magic of sauna and when you combine it magic of sauna and when you combine it with Cal plunge like there's nothing with Cal plunge like there's nothing with Cal plunge like there's nothing like a cal plunge that brings you to like a cal plunge that brings you to like a cal plunge that brings you to like the present moment like that's like the present moment like that's like the present moment like that's therapy into itself a shot of espresso therapy into itself a shot of espresso therapy into itself a shot of espresso oh yeah yeah but there's no consequences oh yeah yeah but there's no consequences oh yeah yeah but there's no consequences most of the time you know and so most of the time you know and so most of the time you know and so actually my wife and I starting this actually my wife and I starting this actually my wife and I starting this coming Monday uh when we drop our kids coming Monday uh when we drop our kids coming Monday uh when we drop our kids off after U or drop our kids off that off after U or drop our kids off that off after U or drop our kids off that daycare we're going to come back instead daycare we're going to come back instead daycare we're going to come back instead of going to grab coffee we're going to of going to grab coffee we're going to of going to grab coffee we're going to start doing a coal plunge before we start doing a coal plunge before we start doing a coal plunge before we start work on Monday mornings and like start work on Monday mornings and like start work on Monday mornings and like that's just our time together for 3 to that's just our time together for 3 to that's just our time together for 3 to five minutes to just do that it would be five minutes to just do that it would be five minutes to just do that it would be hard but it'll be so fun it'll be like a hard but it'll be so fun it'll be like a hard but it'll be so fun it'll be like a way for us to be able to connect and um way for us to be able to connect and um way for us to be able to connect and um that's what we're going to do uh and

56:00that's what we're going to do uh and that's what we're going to do uh and then we'll do sauna at night so like to then we'll do sauna at night so like to then we'll do sauna at night so like to me like the perfect day would be you me like the perfect day would be you me like the perfect day would be you wake up and you cold Plunge in the wake up and you cold Plunge in the wake up and you cold Plunge in the morning and then you'd sauna at night morning and then you'd sauna at night morning and then you'd sauna at night and then there would be an early morning and then there would be an early morning and then there would be an early morning run involved around that cold plunge and run involved around that cold plunge and run involved around that cold plunge and then there's like a strength session then there's like a strength session then there's like a strength session around that like midday like lunchtime around that like midday like lunchtime around that like midday like lunchtime like if I could do that man like Life's like if I could do that man like Life's like if I could do that man like Life's good yeah life's really good I'll try to good yeah life's really good I'll try to good yeah life's really good I'll try to talk Steph into that but well dude you talk Steph into that but well dude you talk Steph into that but well dude you you got a month and a half here and then you got a month and a half here and then you got a month and a half here and then she's going to probably not even want to she's going to probably not even want to she's going to probably not even want to look at a cold plunge for a bit too yeah look at a cold plunge for a bit too yeah look at a cold plunge for a bit too yeah she's not a big fan of the cold plunge she's not a big fan of the cold plunge she's not a big fan of the cold plunge we'll get like uh to's dipped in and we'll get like uh to's dipped in and we'll get like uh to's dipped in and then yeah she's out yeah my first then yeah she's out yeah my first then yeah she's out yeah my first introduction to the actual sauna was uh introduction to the actual sauna was uh introduction to the actual sauna was uh infrared so a few years ago when infrared so a few years ago when infrared so a few years ago when infrared SOS were like blowing up online infrared SOS were like blowing up online infrared SOS were like blowing up online became very popular I jumped on it you became very popular I jumped on it you became very popular I jumped on it you know I got a infrared sauna put in the know I got a infrared sauna put in the know I got a infrared sauna put in the the the the house and I hated it to be honest

57:00house and I hated it to be honest house and I hated it to be honest because it would take me an hour to heat because it would take me an hour to heat because it would take me an hour to heat that thing up and then I have to be in that thing up and then I have to be in that thing up and then I have to be in it for an hour to actually break like a it for an hour to actually break like a it for an hour to actually break like a really good sweat yeah I couldn't really good sweat yeah I couldn't really good sweat yeah I couldn't amplify the amplify the amplify the Heat and I would I would use it maybe in Heat and I would I would use it maybe in Heat and I would I would use it maybe in the beginning I was using it all the the beginning I was using it all the the beginning I was using it all the time then I got to the point I was using time then I got to the point I was using time then I got to the point I was using it once a week and then I wasn't using it once a week and then I wasn't using it once a week and then I wasn't using it at all because when you're busy you it at all because when you're busy you it at all because when you're busy you don't have time to turn it on let it don't have time to turn it on let it don't have time to turn it on let it heat up sitting there for 45 minutes to heat up sitting there for 45 minutes to heat up sitting there for 45 minutes to an hour and then when I first used the an hour and then when I first used the an hour and then when I first used the the cus SAA the cus SAA the cus SAA because the first one you sented me and because the first one you sented me and because the first one you sented me and I remember it got delivered on my I remember it got delivered on my I remember it got delivered on my driveway and I didn't set it up for driveway and I didn't set it up for driveway and I didn't set it up for probably four to six weeks I almost flew probably four to six weeks I almost flew probably four to six weeks I almost flew out just to build it out real I I told out just to build it out real I I told out just to build it out real I I told you like the first time I met you in you like the first time I met you in you like the first time I met you in person I was like one of the biggest person I was like one of the biggest person I was like one of the biggest mistakes I made early on in the company mistakes I made early on in the company mistakes I made early on in the company was not to fly out to build it out for was not to fly out to build it out for was not to fly out to build it out for you to get you going but the reason I you to get you going but the reason I you to get you going but the reason I didn't I didn't really like rush to set didn't I didn't really like rush to set didn't I didn't really like rush to set it up is cuz my experience with INF red it up is cuz my experience with INF red it up is cuz my experience with INF red was so poor I was like man I'm going to was so poor I was like man I'm going to was so poor I was like man I'm going to set this thing up and I got to find the

58:00set this thing up and I got to find the set this thing up and I got to find the time to heat it and then sitting there time to heat it and then sitting there time to heat it and then sitting there for an hour so then Jordan came over one for an hour so then Jordan came over one for an hour so then Jordan came over one day we finally put it together cranked day we finally put it together cranked day we finally put it together cranked That Thing Up it got so I was like holy That Thing Up it got so I was like holy That Thing Up it got so I was like holy this is hot this is heat and what's nice this is hot this is heat and what's nice this is hot this is heat and what's nice is like you have the apps you can is like you have the apps you can is like you have the apps you can control it I'm coming home from the control it I'm coming home from the control it I'm coming home from the office or I'm at dinner I can turn it on office or I'm at dinner I can turn it on office or I'm at dinner I can turn it on the whom app heat it up and within 3 the whom app heat it up and within 3 the whom app heat it up and within 3 minutes 3 to 4 minutes I'm I'm dripping minutes 3 to 4 minutes I'm I'm dripping minutes 3 to 4 minutes I'm I'm dripping sweat yeah but what I want to ask is the sweat yeah but what I want to ask is the sweat yeah but what I want to ask is the the Rocks yeah so when you add water to the Rocks yeah so when you add water to the Rocks yeah so when you add water to the Rocks CU like I'll bring people in the Rocks CU like I'll bring people in the Rocks CU like I'll bring people in and they know I'm going to dump some and they know I'm going to dump some and they know I'm going to dump some water on the Rocks it's the best they're water on the Rocks it's the best they're water on the Rocks it's the best they're like hey Nick just let us like let us like hey Nick just let us like let us like hey Nick just let us like let us just chill for a second yeah so I'll just chill for a second yeah so I'll just chill for a second yeah so I'll close those little uh vents yeah yeah close those little uh vents yeah yeah close those little uh vents yeah yeah and then I'll I'll pour some water on and then I'll I'll pour some water on and then I'll I'll pour some water on the rocks and in a matter of like 15 the rocks and in a matter of like 15 the rocks and in a matter of like 15 seconds it is significantly hotter is seconds it is significantly hotter is seconds it is significantly hotter is that adding humidity to the air is that that adding humidity to the air is that that adding humidity to the air is that what that does yes so when you look at what that does yes so when you look at what that does yes so when you look at like a perfect Sonos session to me is

59:00like a perfect Sonos session to me is like a perfect Sonos session to me is between like 180 to 190 with like 30ish between like 180 to 190 with like 30ish between like 180 to 190 with like 30ish per to me like 30 30-ish per humidity so per to me like 30 30-ish per humidity so per to me like 30 30-ish per humidity so what you do is you essentially add the what you do is you essentially add the what you do is you essentially add the percentage of humidity to the amount of percentage of humidity to the amount of percentage of humidity to the amount of heat that's in the room to like create heat that's in the room to like create heat that's in the room to like create like the temperature so it's like 210 like the temperature so it's like 210 like the temperature so it's like 210 but it would be like 180 with 30% but it would be like 180 with 30% but it would be like 180 with 30% humidity like that is no joke and like humidity like that is no joke and like humidity like that is no joke and like talk about something that will just talk about something that will just talk about something that will just completely like bring everybody back completely like bring everybody back completely like bring everybody back down the Baseline real quick or like down the Baseline real quick or like down the Baseline real quick or like ultimate equalizer you're trying to ultimate equalizer you're trying to ultimate equalizer you're trying to breathe at that point you start freaking breathe at that point you start freaking breathe at that point you start freaking out because doors closed vents are out because doors closed vents are out because doors closed vents are closed and you you can't catch a breath closed and you you can't catch a breath closed and you you can't catch a breath it's it's legit yeah I mean it's so it's it's it's legit yeah I mean it's so it's it's it's legit yeah I mean it's so it's really a a a heat barrier so like for really a a a heat barrier so like for really a a a heat barrier so like for all the research again like I was all the research again like I was all the research again like I was loading to earlier it's like between loading to earlier it's like between loading to earlier it's like between that 176 to about 214 that that heat that 176 to about 214 that that heat that 176 to about 214 that that heat range that is ideal but you can pour range that is ideal but you can pour range that is ideal but you can pour water on the rocks and like the the best water on the rocks and like the the best water on the rocks and like the the best heaters have High Rock volume which heaters have High Rock volume which heaters have High Rock volume which means that there's more surface area of

1:00means that there's more surface area of means that there's more surface area of the rock to heat up the room and be able the rock to heat up the room and be able the rock to heat up the room and be able to maintain the heat but you also like to maintain the heat but you also like to maintain the heat but you also like in a perfect sauna session you want the in a perfect sauna session you want the in a perfect sauna session you want the rock to be able to heat up for at least rock to be able to heat up for at least rock to be able to heat up for at least an hour before you pour water on the an hour before you pour water on the an hour before you pour water on the Rocks because then it's the rocks are Rocks because then it's the rocks are Rocks because then it's the rocks are going to be able to continue to hold the going to be able to continue to hold the going to be able to continue to hold the temperature right so like if you let's temperature right so like if you let's temperature right so like if you let's say your SAA heats up in this Texas heat say your SAA heats up in this Texas heat say your SAA heats up in this Texas heat within 30 minutes or 25 minutes or 20 within 30 minutes or 25 minutes or 20 within 30 minutes or 25 minutes or 20 minutes like yeah great you can get in minutes like yeah great you can get in minutes like yeah great you can get in there but I wouldn't advise putting there but I wouldn't advise putting there but I wouldn't advise putting water on the Rocks then because you're water on the Rocks then because you're water on the Rocks then because you're you would actually cool off the rocks you would actually cool off the rocks you would actually cool off the rocks and then actually decrease the and then actually decrease the and then actually decrease the temperature of the room if you don't temperature of the room if you don't temperature of the room if you don't give the Rocks enough time to be able to give the Rocks enough time to be able to give the Rocks enough time to be able to actually get up the temp so like some of actually get up the temp so like some of actually get up the temp so like some of like the best sauna sessions you'd ever like the best sauna sessions you'd ever like the best sauna sessions you'd ever have are where like the rocks have been have are where like the rocks have been have are where like the rocks have been like heating up for like 3 hours and like heating up for like 3 hours and like heating up for like 3 hours and they're scolding hot and then you pour they're scolding hot and then you pour they're scolding hot and then you pour water on the rocks and it's just like water on the rocks and it's just like water on the rocks and it's just like it's no joke it is no joke and like the it's no joke it is no joke and like the it's no joke it is no joke and like the best uh the best sauna session I've done best uh the best sauna session I've done best uh the best sauna session I've done was out of a wood burning sauna because was out of a wood burning sauna because was out of a wood burning sauna because the rock volume's like 200 300 lb and the rock volume's like 200 300 lb and the rock volume's like 200 300 lb and you've got this like cast iron heater you've got this like cast iron heater you've got this like cast iron heater that's like touching all of the Rock and that's like touching all of the Rock and that's like touching all of the Rock and when you're pouring water on the Rocks

1:01when you're pouring water on the Rocks when you're pouring water on the Rocks you see like the water like dance off you see like the water like dance off you see like the water like dance off the stones all the way down to the base the stones all the way down to the base the stones all the way down to the base of the heater and it's just like this of the heater and it's just like this of the heater and it's just like this like all of your senses are heightened like all of your senses are heightened like all of your senses are heightened but um the other night I had a good but um the other night I had a good but um the other night I had a good buddy over and he poured he poured I buddy over and he poured he poured I buddy over and he poured he poured I think like seven to eight ladles of think like seven to eight ladles of think like seven to eight ladles of water continuously on the Rock and this water continuously on the Rock and this water continuously on the Rock and this is the new sauna and so when you're is the new sauna and so when you're is the new sauna and so when you're sitting up high it it got dicey really sitting up high it it got dicey really sitting up high it it got dicey really really quick but it's fun we just sit really quick but it's fun we just sit really quick but it's fun we just sit there for 30 seconds to a minute after there for 30 seconds to a minute after there for 30 seconds to a minute after you just just just kind of let the steam you just just just kind of let the steam you just just just kind of let the steam take over you and you it's great it's so take over you and you it's great it's so take over you and you it's great it's so fun great experience yeah yeah have you fun great experience yeah yeah have you fun great experience yeah yeah have you ever heard of anyone passing out on a ever heard of anyone passing out on a ever heard of anyone passing out on a saana yeah so um I have not you know saana yeah so um I have not you know saana yeah so um I have not you know like in my in my time seen anybody pass like in my in my time seen anybody pass like in my in my time seen anybody pass out in a sauna but I have seen people out in a sauna but I have seen people out in a sauna but I have seen people when they're doing sauna cold plunge get when they're doing sauna cold plunge get when they're doing sauna cold plunge get very dizzy and need to like take a very dizzy and need to like take a very dizzy and need to like take a moment to breathe i' I've gotten super moment to breathe i' I've gotten super moment to breathe i' I've gotten super dizzy before yeah I had that happen to dizzy before yeah I had that happen to dizzy before yeah I had that happen to me a couple a couple weeks ago a perfect me a couple a couple weeks ago a perfect me a couple a couple weeks ago a perfect contrast therapy contrast therapy contrast therapy typically would be like 15 20ish minutes typically would be like 15 20ish minutes typically would be like 15 20ish minutes in the sauna and then you would have a 5

1:02in the sauna and then you would have a 5 in the sauna and then you would have a 5 to 6 Minute cooling period but in that 5 to 6 Minute cooling period but in that 5 to 6 Minute cooling period but in that 5 to 6 Minute cooling period Instagram to 6 Minute cooling period Instagram to 6 Minute cooling period Instagram tells you to go right from the sauna to tells you to go right from the sauna to tells you to go right from the sauna to the cold punch but that's not advisable the cold punch but that's not advisable the cold punch but that's not advisable rather it's more like two to three rather it's more like two to three rather it's more like two to three minutes of being able to acclimate after minutes of being able to acclimate after minutes of being able to acclimate after the sauna session so your body is able the sauna session so your body is able the sauna session so your body is able to come back down and Body temp and come to come back down and Body temp and come to come back down and Body temp and come back down to baseline or closer to back down to baseline or closer to back down to baseline or closer to Baseline and then you get into your cold Baseline and then you get into your cold Baseline and then you get into your cold plunge but people just want to cool off plunge but people just want to cool off plunge but people just want to cool off right away so it's like you're going right away so it's like you're going right away so it's like you're going from like this vas of dilation in the from like this vas of dilation in the from like this vas of dilation in the sauna to Vaso constriction the complete sauna to Vaso constriction the complete sauna to Vaso constriction the complete opposite so like all like blood flow is opposite so like all like blood flow is opposite so like all like blood flow is like no other in the sauna and then you like no other in the sauna and then you like no other in the sauna and then you get into the Cal plunge and then all of get into the Cal plunge and then all of get into the Cal plunge and then all of the blood rushes right back to your core the blood rushes right back to your core the blood rushes right back to your core and you get real Dizzy you get a head and you get real Dizzy you get a head and you get real Dizzy you get a head rush and it's euphoric but also at the rush and it's euphoric but also at the rush and it's euphoric but also at the same time it's like I wouldn't say it's same time it's like I wouldn't say it's same time it's like I wouldn't say it's the most advisable thing um you want the most advisable thing um you want the most advisable thing um you want that couple minute interval between that that couple minute interval between that that couple minute interval between that sauna and coal plunge to be able to sauna and coal plunge to be able to sauna and coal plunge to be able to Stave off that feeling of passing out Stave off that feeling of passing out Stave off that feeling of passing out yeah when we used to do the SAA yeah when we used to do the SAA yeah when we used to do the SAA pool um hot tub yeah we would get those pool um hot tub yeah we would get those pool um hot tub yeah we would get those those feelings all the time where you those feelings all the time where you those feelings all the time where you have to like stop yeah take a breather

1:03have to like stop yeah take a breather have to like stop yeah take a breather take a break reset get some water get take a break reset get some water get take a break reset get some water get some some some electrolytes because it does electrolytes because it does electrolytes because it does get kind of out of control or can get get kind of out of control or can get get kind of out of control or can get out of control pretty quickly yeah it out of control pretty quickly yeah it out of control pretty quickly yeah it could get it could get real nasty could get it could get real nasty could get it could get real nasty especially when you got some competitive especially when you got some competitive especially when you got some competitive dudes uh rolling with you too because dudes uh rolling with you too because dudes uh rolling with you too because people want to stay in the sauna longer people want to stay in the sauna longer people want to stay in the sauna longer they want to stay in the coal plunge they want to stay in the coal plunge they want to stay in the coal plunge longer um but that's the fun of it longer um but that's the fun of it longer um but that's the fun of it though too to me it's like some of my though too to me it's like some of my though too to me it's like some of my favorite ones are when I'm with some of favorite ones are when I'm with some of favorite ones are when I'm with some of like my best like running uh friends like my best like running uh friends like my best like running uh friends that are like busting out sub three that are like busting out sub three that are like busting out sub three three-hour marathons because they could three-hour marathons because they could three-hour marathons because they could hang MH and um it just it just makes it hang MH and um it just it just makes it hang MH and um it just it just makes it fun throw on some good music hang out so fun throw on some good music hang out so fun throw on some good music hang out so yeah one of the things that I like to do yeah one of the things that I like to do yeah one of the things that I like to do when it gets really hot and when it gets really hot and when it gets really hot and uncomfortable uncomfortable uncomfortable because every day can be a little because every day can be a little because every day can be a little different M like I could go in and hit different M like I could go in and hit different M like I could go in and hit 20 minutes 200 today and feel pretty 20 minutes 200 today and feel pretty 20 minutes 200 today and feel pretty good go in tomorrow and I'm I'm good go in tomorrow and I'm I'm good go in tomorrow and I'm I'm suffering the first 10 minutes yeah so suffering the first 10 minutes yeah so suffering the first 10 minutes yeah so I'll try not to look at my watch dude I'll try not to look at my watch dude I'll try not to look at my watch dude for as long as I'm like all right I'm

1:04for as long as I'm like all right I'm for as long as I'm like all right I'm not looking at I'm like I got to be not looking at I'm like I got to be not looking at I'm like I got to be close it's like I'm probably at 19 close it's like I'm probably at 19 close it's like I'm probably at 19 minutes right now I look down like 14 minutes right now I look down like 14 minutes right now I look down like 14 minutes yeah and you're like crap it's minutes yeah and you're like crap it's minutes yeah and you're like crap it's it's it's it's the same thing with your it's it's it's the same thing with your it's it's it's the same thing with your like your nervous system like you were like your nervous system like you were like your nervous system like you were we were just talking about like the we were just talking about like the we were just talking about like the Texas heat could just suck it out of you Texas heat could just suck it out of you Texas heat could just suck it out of you so like when you're hitting a workout so like when you're hitting a workout so like when you're hitting a workout and you had like that real good run the and you had like that real good run the and you had like that real good run the one day and you're like man like I'm on one day and you're like man like I'm on one day and you're like man like I'm on top of the world but then your nervous top of the world but then your nervous top of the world but then your nervous system's just depleted the next day and system's just depleted the next day and system's just depleted the next day and you sa a like that's where I think it's you sa a like that's where I think it's you sa a like that's where I think it's super great to be able to say like yeah super great to be able to say like yeah super great to be able to say like yeah like I usually like it at 200 degrees like I usually like it at 200 degrees like I usually like it at 200 degrees but maybe today I take it down to like but maybe today I take it down to like but maybe today I take it down to like 190 180 and still get the great benefits 190 180 and still get the great benefits 190 180 and still get the great benefits of it but for me I struggle with that of it but for me I struggle with that of it but for me I struggle with that because I'm so competitive with myself because I'm so competitive with myself because I'm so competitive with myself I'm like no man like that's your I'm like no man like that's your I'm like no man like that's your Baseline stay at 200 and just deal with Baseline stay at 200 and just deal with Baseline stay at 200 and just deal with it so yeah you got to almost Auto it so yeah you got to almost Auto it so yeah you got to almost Auto regulate your yeah Sona usage in the regulate your yeah Sona usage in the regulate your yeah Sona usage in the same way that you would your workouts same way that you would your workouts same way that you would your workouts that's so that is a great point and I that's so that is a great point and I that's so that is a great point and I would definitely say there's a couple would definitely say there's a couple would definitely say there's a couple like big- time CrossFit Games athletes like big- time CrossFit Games athletes like big- time CrossFit Games athletes that actually uh program sauna therapy

1:05that actually uh program sauna therapy that actually uh program sauna therapy sessions at varying humidity levels and sessions at varying humidity levels and sessions at varying humidity levels and varying heat levels as actual workouts varying heat levels as actual workouts varying heat levels as actual workouts so they'll go in at 220 for 15 minutes so they'll go in at 220 for 15 minutes so they'll go in at 220 for 15 minutes at 10% humidity and then the next day is at 10% humidity and then the next day is at 10% humidity and then the next day is like their Zone 2 recovery aerobic day like their Zone 2 recovery aerobic day like their Zone 2 recovery aerobic day and they're actually going to go into and they're actually going to go into and they're actually going to go into this on at 180 with as much team as they this on at 180 with as much team as they this on at 180 with as much team as they could tolerate to keep themselves in could tolerate to keep themselves in could tolerate to keep themselves in zone two so I'm not saying like I I'm zone two so I'm not saying like I I'm zone two so I'm not saying like I I'm all about like being intuitive but also all about like being intuitive but also all about like being intuitive but also at the same time like if you are GNA get at the same time like if you are GNA get at the same time like if you are GNA get real real picky about it you know you real real picky about it you know you real real picky about it you know you could wear a wearable so you could get could wear a wearable so you could get could wear a wearable so you could get that feedback of like where your heart that feedback of like where your heart that feedback of like where your heart rate's at to keep yourself in that zone rate's at to keep yourself in that zone rate's at to keep yourself in that zone to like what Todd Anderson did a 30 to like what Todd Anderson did a 30 to like what Todd Anderson did a 30 minute sauna session in our new cabin minute sauna session in our new cabin minute sauna session in our new cabin sauna uh the other day and his average sauna uh the other day and his average sauna uh the other day and his average his average heart rate across the 30 his average heart rate across the 30 his average heart rate across the 30 minutes was 161 Wow and his he was in minutes was 161 Wow and his he was in minutes was 161 Wow and his he was in zone five for 4 zone five for 4 zone five for 4 minutes like that's wild you could like minutes like that's wild you could like minutes like that's wild you could like if that tells you that you could make if that tells you that you could make if that tells you that you could make your sauna ridiculously difficult you

1:06your sauna ridiculously difficult you your sauna ridiculously difficult you can I'm not saying like you need to can I'm not saying like you need to can I'm not saying like you need to every time but if you want to have the every time but if you want to have the every time but if you want to have the choice to like have another thing in choice to like have another thing in choice to like have another thing in your training to be able to display grit your training to be able to display grit your training to be able to display grit build mental toughness build aerobic uh build mental toughness build aerobic uh build mental toughness build aerobic uh your aerobic conditioning like yeah you your aerobic conditioning like yeah you your aerobic conditioning like yeah you could easily do that I mean I'll be could easily do that I mean I'll be could easily do that I mean I'll be honest when I when I go into a sauna honest when I when I go into a sauna honest when I when I go into a sauna session I want to come out sucking just session I want to come out sucking just session I want to come out sucking just wrecked and I do like but my favorite wrecked and I do like but my favorite wrecked and I do like but my favorite thing is I come out of that and I sit on thing is I come out of that and I sit on thing is I come out of that and I sit on a chair or a bench out of it and I just a chair or a bench out of it and I just a chair or a bench out of it and I just I chill let my body come down to body I chill let my body come down to body I chill let my body come down to body temperature but when I was in temperature but when I was in temperature but when I was in bodybuilding prep uh guess almost two bodybuilding prep uh guess almost two bodybuilding prep uh guess almost two years ago now when we were creating the years ago now when we were creating the years ago now when we were creating the the YouTube series around it I had this the YouTube series around it I had this the YouTube series around it I had this one segment of the videos called post one segment of the videos called post one segment of the videos called post sauna thoughts because when I'm in the sauna thoughts because when I'm in the sauna thoughts because when I'm in the sauna I can't have my phone there's no sauna I can't have my phone there's no sauna I can't have my phone there's no distractions and when you start distractions and when you start distractions and when you start suffering a little bit it starts getting suffering a little bit it starts getting suffering a little bit it starts getting uncomfortable your mind will try to uncomfortable your mind will try to uncomfortable your mind will try to focus on focus on focus on something I I I know that when my

1:07something I I I know that when my something I I I know that when my mind starts to run away from that mind starts to run away from that mind starts to run away from that discomfort it's going to focus on discomfort it's going to focus on discomfort it's going to focus on something that's at the Forefront of my something that's at the Forefront of my something that's at the Forefront of my my brain yep and it's probably something my brain yep and it's probably something my brain yep and it's probably something I need to address or think about dissect I need to address or think about dissect I need to address or think about dissect and then for the remainder of that sauna and then for the remainder of that sauna and then for the remainder of that sauna session I'm just thinking about that one session I'm just thinking about that one session I'm just thinking about that one thing trying to keep my mind off the thing trying to keep my mind off the thing trying to keep my mind off the heat and how just the discomfort heat and how just the discomfort heat and how just the discomfort uncomfortable how uncomfortable it is uncomfortable how uncomfortable it is uncomfortable how uncomfortable it is and that would come out of that sauna and that would come out of that sauna and that would come out of that sauna session with some really good session with some really good session with some really good perspective and ideas thoughts it was perspective and ideas thoughts it was perspective and ideas thoughts it was just it was really meditative and good just it was really meditative and good just it was really meditative and good for me during bodybuilding prep that's for me during bodybuilding prep that's for me during bodybuilding prep that's one of the reasons I love it especially one of the reasons I love it especially one of the reasons I love it especially at the end of the day you've had a lot at the end of the day you've had a lot at the end of the day you've had a lot of things going on right before you go of things going on right before you go of things going on right before you go to bed have some clarity the the clarity to bed have some clarity the the clarity to bed have some clarity the the clarity in the reflection period like one of my in the reflection period like one of my in the reflection period like one of my things I'm supposed to be doing that I things I'm supposed to be doing that I things I'm supposed to be doing that I don't do enough is Journal like it's don't do enough is Journal like it's don't do enough is Journal like it's built in my day but I end up like doing built in my day but I end up like doing built in my day but I end up like doing some other stuff that I probably some other stuff that I probably some other stuff that I probably shouldn't even need to be doing that I shouldn't even need to be doing that I shouldn't even need to be doing that I should be doing the journal so like at

1:08should be doing the journal so like at should be doing the journal so like at the end of the day similar to like like the end of the day similar to like like the end of the day similar to like like a morning run for me like if I'm doing a a morning run for me like if I'm doing a a morning run for me like if I'm doing a morning run or that that that on a morning run or that that that on a morning run or that that that on a session it's super reflective and often session it's super reflective and often session it's super reflective and often times like whatever problems or issues times like whatever problems or issues times like whatever problems or issues we're experiencing the business I could we're experiencing the business I could we're experiencing the business I could actually like take time to like run actually like take time to like run actually like take time to like run through those in my mind and create a through those in my mind and create a through those in my mind and create a solution after a run or create a solution after a run or create a solution after a run or create a solution after a sauna session it solution after a sauna session it solution after a sauna session it doesn't happen every time but it's it's doesn't happen every time but it's it's doesn't happen every time but it's it's the Solitude that I get from a Saun the Solitude that I get from a Saun the Solitude that I get from a Saun session it's a Solitude I get from a run session it's a Solitude I get from a run session it's a Solitude I get from a run that are very very similar and to me that are very very similar and to me that are very very similar and to me it's like an amazing productivity tool it's like an amazing productivity tool it's like an amazing productivity tool for me as I grow as I grow the the brand for me as I grow as I grow the the brand for me as I grow as I grow the the brand with our team is being able to have like with our team is being able to have like with our team is being able to have like the 20 to 30 minutes by myself or with the 20 to 30 minutes by myself or with the 20 to 30 minutes by myself or with my wife to be able to dissect some my wife to be able to dissect some my wife to be able to dissect some issues that are going on um and be able issues that are going on um and be able issues that are going on um and be able to create solutions for it through that to create solutions for it through that to create solutions for it through that Solitude so kind of transitioning this Solitude so kind of transitioning this Solitude so kind of transitioning this conversation a little conversation a little conversation a little bit I want to focus bit I want to focus bit I want to focus on from from on from from on from from a family perspective from an athlete a family perspective from an athlete a family perspective from an athlete perspective entrepreneur business owner

1:09perspective entrepreneur business owner perspective entrepreneur business owner perspective the importance of the people perspective the importance of the people perspective the importance of the people in your in your in your life and another thing I heard you life and another thing I heard you life and another thing I heard you mention on the podcast with Cam is like mention on the podcast with Cam is like mention on the podcast with Cam is like these these key pillars to these these key pillars to these these key pillars to health train hard sleep well eat healthy health train hard sleep well eat healthy health train hard sleep well eat healthy be outoors spend time with good people be outoors spend time with good people be outoors spend time with good people let the rest take care of itself yeah let the rest take care of itself yeah let the rest take care of itself yeah the rest is usually a distraction yep the rest is usually a distraction yep the rest is usually a distraction yep and I believe in I believe in that and I believe in I believe in that and I believe in I believe in that fully spending time with good fully spending time with good fully spending time with good people is is so important the social people is is so important the social people is is so important the social aspect of that being surrounded by good aspect of that being surrounded by good aspect of that being surrounded by good energy good energy good energy good people I'd say it's easier to do people I'd say it's easier to do people I'd say it's easier to do personally sometimes it's harder to do personally sometimes it's harder to do personally sometimes it's harder to do professionally as you've built professionally as you've built professionally as you've built seu and things you've learned from your seu and things you've learned from your seu and things you've learned from your your family your your family your your family your dad his mindset mentality as you've dad his mindset mentality as you've dad his mindset mentality as you've grown C you've built the business you've grown C you've built the business you've grown C you've built the business you've added more people on the team you've

1:10added more people on the team you've added more people on the team you've worked with more Partners athletes worked with more Partners athletes worked with more Partners athletes potentially potentially potentially agencies what are some key takeaways agencies what are some key takeaways agencies what are some key takeaways you've you've learned and you've kept in you've you've learned and you've kept in you've you've learned and you've kept in regards to building culture maintaining regards to building culture maintaining regards to building culture maintaining culture in the importance of the people culture in the importance of the people culture in the importance of the people you bring on the ship for that Journey you bring on the ship for that Journey you bring on the ship for that Journey so this is something I've never really so this is something I've never really so this is something I've never really talked about on a podcast regarding our talked about on a podcast regarding our talked about on a podcast regarding our team we have more people in our family team we have more people in our family team we have more people in our family that work in our business than probably that work in our business than probably that work in our business than probably most businesses have uh Mark has his two most businesses have uh Mark has his two most businesses have uh Mark has his two sons Travis and Tyler Nick has his sons Travis and Tyler Nick has his sons Travis and Tyler Nick has his brother George and on our team who runs brother George and on our team who runs brother George and on our team who runs our sales department I have my sister our sales department I have my sister our sales department I have my sister who's my EA Blake who's our director of who's my EA Blake who's our director of who's my EA Blake who's our director of Ops has his brother who's our product Ops has his brother who's our product Ops has his brother who's our product our our product support guy like we just our our product support guy like we just our our product support guy like we just have a lot of people within the family have a lot of people within the family have a lot of people within the family where it's a one degree of separation where it's a one degree of separation where it's a one degree of separation now I know a lot of people say do not now I know a lot of people say do not now I know a lot of people say do not mix family with business but like I'm mix family with business but like I'm mix family with business but like I'm all about a good unconventional like way

1:11all about a good unconventional like way all about a good unconventional like way about going about things I'm not saying about going about things I'm not saying about going about things I'm not saying to just do it unconventionally but what to just do it unconventionally but what to just do it unconventionally but what that forced us to do to me is like that forced us to do to me is like that forced us to do to me is like there's two pillars to like a great hire there's two pillars to like a great hire there's two pillars to like a great hire it's the one degree of separation it's the one degree of separation it's the one degree of separation meaning that whoever if I'm looking to meaning that whoever if I'm looking to meaning that whoever if I'm looking to hire somebody whoever I'm going to hire hire somebody whoever I'm going to hire hire somebody whoever I'm going to hire into the business needs to be somebody into the business needs to be somebody into the business needs to be somebody that is being referred into our business that is being referred into our business that is being referred into our business that that person could vouch for who's that that person could vouch for who's that that person could vouch for who's referring us to that person through referring us to that person through referring us to that person through trust so like if I reach out to you and trust so like if I reach out to you and trust so like if I reach out to you and you're like hey like I've got this you're like hey like I've got this you're like hey like I've got this really really good social media manager really really good social media manager really really good social media manager this really good email this really good email this really good email marketer I want to know like your marketer I want to know like your marketer I want to know like your experience with that person I want to experience with that person I want to experience with that person I want to know like what went well what didn't go know like what went well what didn't go know like what went well what didn't go well like what were like the bottlenecks well like what were like the bottlenecks well like what were like the bottlenecks what weren't the bottlenecks like what what weren't the bottlenecks like what what weren't the bottlenecks like what did they do really really well if there did they do really really well if there did they do really really well if there was like one thing in your organization was like one thing in your organization was like one thing in your organization that that they did best like what was it that that they did best like what was it that that they did best like what was it like I want to know that stuff what that like I want to know that stuff what that like I want to know that stuff what that did it it put that higher directly into did it it put that higher directly into did it it put that higher directly into a position of trust where like where I a position of trust where like where I a position of trust where like where I trust you right as like as this trust you right as like as this trust you right as like as this relationship like builds like I want to relationship like builds like I want to relationship like builds like I want to know and like whoever I'm bringing in know and like whoever I'm bringing in know and like whoever I'm bringing in like I want to know like everything I

1:12like I want to know like everything I like I want to know like everything I need to know about them but two they need to know about them but two they need to know about them but two they need to be a gwc a gwc is a get it want need to be a gwc a gwc is a get it want need to be a gwc a gwc is a get it want a capacity to do it so the one degree of a capacity to do it so the one degree of a capacity to do it so the one degree of separation mean you know through your separation mean you know through your separation mean you know through your referral but also they get it they referral but also they get it they referral but also they get it they understand the the concept right like understand the the concept right like understand the the concept right like that they have complete competency to be that they have complete competency to be that they have complete competency to be able to carry out whatever that process able to carry out whatever that process able to carry out whatever that process is is within the company they uh want it is is within the company they uh want it is is within the company they uh want it so like there's a genuine desire to want so like there's a genuine desire to want so like there's a genuine desire to want to do it like this is their passion and to do it like this is their passion and to do it like this is their passion and then they have the capacity like the then they have the capacity like the then they have the capacity like the actual time to be able to complete it so actual time to be able to complete it so actual time to be able to complete it so if they don't cross off all three of if they don't cross off all three of if they don't cross off all three of those and if it's not a one degree of those and if it's not a one degree of those and if it's not a one degree of separation at this point it's not the separation at this point it's not the separation at this point it's not the right hire for us and it's really black right hire for us and it's really black right hire for us and it's really black and white at that point it's a yes or a and white at that point it's a yes or a and white at that point it's a yes or a no so anytime when we're building the no so anytime when we're building the no so anytime when we're building the team you know it's usually out a team you know it's usually out a team you know it's usually out a referral do they fit this mold and and referral do they fit this mold and and referral do they fit this mold and and then that's that's where we go and it's then that's that's where we go and it's then that's that's where we go and it's usually the the the process is what usually the the the process is what usually the the the process is what we're hiring for it's not necessarily we're hiring for it's not necessarily we're hiring for it's not necessarily the uh the person so like when you look the uh the person so like when you look the uh the person so like when you look at the company in at a totality you look at the company in at a totality you look at the company in at a totality you look at each specific process and then that

1:13at each specific process and then that at each specific process and then that that process is what you're hiring for that process is what you're hiring for that process is what you're hiring for it so it's like how can I find the it so it's like how can I find the it so it's like how can I find the correct who to own this process who correct who to own this process who correct who to own this process who loves the process they're the gwc for loves the process they're the gwc for loves the process they're the gwc for that process and then they could own it that process and then they could own it that process and then they could own it and then they report on it and they they and then they report on it and they they and then they report on it and they they just love it and that's what we try to just love it and that's what we try to just love it and that's what we try to hire for uh I think that sometimes when hire for uh I think that sometimes when hire for uh I think that sometimes when you start to hire people where there's you start to hire people where there's you start to hire people where there's not a there's not a process that is well not a there's not a process that is well not a there's not a process that is well outlined uh they have like two of the outlined uh they have like two of the outlined uh they have like two of the three like they're they get it they want three like they're they get it they want three like they're they get it they want it but they don't really have the it but they don't really have the it but they don't really have the capacity to do it and it's from somebody capacity to do it and it's from somebody capacity to do it and it's from somebody that you just like found that you just like found that you just like found online sometimes the waters get real online sometimes the waters get real online sometimes the waters get real murky and then that's how the the murky and then that's how the the murky and then that's how the the culture starts to get real you know culture starts to get real you know culture starts to get real you know messed with and our biggest asset is our messed with and our biggest asset is our messed with and our biggest asset is our culture our biggest asset is our our culture our biggest asset is our our culture our biggest asset is our our relationships from that culture so if relationships from that culture so if relationships from that culture so if you look at the number one predictor to you look at the number one predictor to you look at the number one predictor to the health span now and lifespan too is the health span now and lifespan too is the health span now and lifespan too is relationship equality like well when I relationship equality like well when I relationship equality like well when I show up to work every day I want to be show up to work every day I want to be show up to work every day I want to be able to like love the people I'm hanging able to like love the people I'm hanging able to like love the people I'm hanging out with be able to be extremely out with be able to be extremely out with be able to be extremely transparent with them I want them to be

1:14transparent with them I want them to be transparent with them I want them to be transparent with me and like here's the transparent with me and like here's the transparent with me and like here's the issues how do we solve this together so issues how do we solve this together so issues how do we solve this together so hopefully that answers the question I hopefully that answers the question I hopefully that answers the question I think like that's the biggest thing is think like that's the biggest thing is think like that's the biggest thing is hiring is hiring could be really really hiring is hiring could be really really hiring is hiring could be really really stressful but at the same time like when stressful but at the same time like when stressful but at the same time like when you have your process of hiring and you you have your process of hiring and you you have your process of hiring and you understand your understand your understand your filters a lot of good stuff could come filters a lot of good stuff could come filters a lot of good stuff could come from it yeah I know you guys practice from it yeah I know you guys practice from it yeah I know you guys practice EOS in your business it's really EOS in your business it's really EOS in your business it's really important entrepreneurial operating important entrepreneurial operating important entrepreneurial operating system we implemented EOS a few years system we implemented EOS a few years system we implemented EOS a few years ago we don't follow it fully anymore but ago we don't follow it fully anymore but ago we don't follow it fully anymore but we still have a lot of the functions we still have a lot of the functions we still have a lot of the functions that are still yeah in that are still yeah in that are still yeah in place I guess my one question for you place I guess my one question for you place I guess my one question for you you know because one of the foundational you know because one of the foundational you know because one of the foundational principles fundamentals of EOS is uh principles fundamentals of EOS is uh principles fundamentals of EOS is uh like you said create processes and then like you said create processes and then like you said create processes and then fill those required roles with people fill those required roles with people fill those required roles with people people not create seats just for people people not create seats just for people people not create seats just for people which I made the mistake of early on

1:15which I made the mistake of early on which I made the mistake of early on there were people that I I was friends there were people that I I was friends there were people that I I was friends with I wanted to give them and provide with I wanted to give them and provide with I wanted to give them and provide them an opportunity in the business so them an opportunity in the business so them an opportunity in the business so I'd bring them on and I create a role I'd bring them on and I create a role I'd bring them on and I create a role for them and then I quickly realize we for them and then I quickly realize we for them and then I quickly realize we actually didn't need that role so I try actually didn't need that role so I try actually didn't need that role so I try moving them into a different role and moving them into a different role and moving them into a different role and creating a new job and eventually you creating a new job and eventually you creating a new job and eventually you just have to part ways yeah which gets just have to part ways yeah which gets just have to part ways yeah which gets so so so messy have you at any point in these two messy have you at any point in these two messy have you at any point in these two years since starting years since starting years since starting cisu realized that a process is no cisu realized that a process is no cisu realized that a process is no longer needed and had to eliminate longer needed and had to eliminate longer needed and had to eliminate roles overall but more specifically for roles overall but more specifically for roles overall but more specifically for a family member uh no which is good I a family member uh no which is good I a family member uh no which is good I think that we we continually go through think that we we continually go through think that we we continually go through like you mentioned before prune in the like you mentioned before prune in the like you mentioned before prune in the business but part of that is like you business but part of that is like you business but part of that is like you look at your organizational uh makeup look at your organizational uh makeup look at your organizational uh makeup and you look at um like the the chain of and you look at um like the the chain of and you look at um like the the chain of command through it all command through it all command through it all and you just continue to look at the and you just continue to look at the and you just continue to look at the processes one of the big one of the best processes one of the big one of the best processes one of the big one of the best uh exercises we ever did was identify

1:16uh exercises we ever did was identify uh exercises we ever did was identify the entire customer Journey from top of the entire customer Journey from top of the entire customer Journey from top of funnel to bottom of funnel to post funnel to bottom of funnel to post funnel to bottom of funnel to post purchase to maintenance to the whole purchase to maintenance to the whole purchase to maintenance to the whole thing and so like along that we plotted thing and so like along that we plotted thing and so like along that we plotted every single one of the processes that every single one of the processes that every single one of the processes that we hire for that not only internal we hire for that not only internal we hire for that not only internal processes but also like customer facing processes but also like customer facing processes but also like customer facing processes and like that's what we've processes and like that's what we've processes and like that's what we've optimized for so up to this point like optimized for so up to this point like optimized for so up to this point like we haven't uh we haven't needed to we haven't uh we haven't needed to we haven't uh we haven't needed to like fire a family member or anything like fire a family member or anything like fire a family member or anything like that I think a lot of that is due like that I think a lot of that is due like that I think a lot of that is due to the fact that like if there ever has to the fact that like if there ever has to the fact that like if there ever has become an issue it's usually not the become an issue it's usually not the become an issue it's usually not the person that's the issue it's usually the person that's the issue it's usually the person that's the issue it's usually the process because it wasn't clear enough process because it wasn't clear enough process because it wasn't clear enough or the process just evolved too much and or the process just evolved too much and or the process just evolved too much and it needed to be refined so it's like you it needed to be refined so it's like you it needed to be refined so it's like you know there's been a couple instances know there's been a couple instances know there's been a couple instances where like I would be really fed up with where like I would be really fed up with where like I would be really fed up with like a uh the way like a process was like a uh the way like a process was like a uh the way like a process was performing the kpis weren't tracking for performing the kpis weren't tracking for performing the kpis weren't tracking for that process and was like what the heck that process and was like what the heck that process and was like what the heck is going on like you want to point is going on like you want to point is going on like you want to point fingers but then like you know mebe I'm fingers but then like you know mebe I'm fingers but then like you know mebe I'm like all right well hold on a second like all right well hold on a second like all right well hold on a second like let's take a step back take 100% like let's take a step back take 100% like let's take a step back take 100% responsibility for what's happening real responsibility for what's happening real responsibility for what's happening real quick and look at the process this

1:17quick and look at the process this quick and look at the process this person's doing this but the process is person's doing this but the process is person's doing this but the process is calling for this like where's the calling for this like where's the calling for this like where's the discrepancy how do we solve for that and discrepancy how do we solve for that and discrepancy how do we solve for that and so like that's where it's just simply so like that's where it's just simply so like that's where it's just simply like sitting down with the person like sitting down with the person like sitting down with the person looking at the process and be like how looking at the process and be like how looking at the process and be like how like this is where we're performing like like this is where we're performing like like this is where we're performing like how can we make this better like where how can we make this better like where how can we make this better like where where do you see the bottlenecks one of where do you see the bottlenecks one of where do you see the bottlenecks one of the best things that we ever did was the best things that we ever did was the best things that we ever did was actually three weeks ago we started actually three weeks ago we started actually three weeks ago we started doing these uh Clos the loop emails so doing these uh Clos the loop emails so doing these uh Clos the loop emails so every single person on our leadership every single person on our leadership every single person on our leadership team sends me a closed loop email that team sends me a closed loop email that team sends me a closed loop email that tells me what they did for the week what tells me what they did for the week what tells me what they did for the week what they're going to do next week what bottl they're going to do next week what bottl they're going to do next week what bottl next that they're experiencing issues next that they're experiencing issues next that they're experiencing issues they're experiencing um any projects or they're experiencing um any projects or they're experiencing um any projects or rocks that they own with the status in rocks that they own with the status in rocks that they own with the status in notion for them to be able link to um notion for them to be able link to um notion for them to be able link to um kpis and then lastly is anything that kpis and then lastly is anything that kpis and then lastly is anything that the business would benefit from right the business would benefit from right the business would benefit from right now in their eyes and I get that every now in their eyes and I get that every now in their eyes and I get that every single week and it just gives me a pulse single week and it just gives me a pulse single week and it just gives me a pulse on everything that's happening and then on everything that's happening and then on everything that's happening and then our leaders our leadership team is able our leaders our leadership team is able our leaders our leadership team is able to then like work with each department to then like work with each department to then like work with each department underneath them to be able to like pull underneath them to be able to like pull underneath them to be able to like pull that information to be able to best put that information to be able to best put that information to be able to best put things objectively for the business in a

1:18things objectively for the business in a things objectively for the business in a way to we're able to continue to grow it way to we're able to continue to grow it way to we're able to continue to grow it um there's no perfect business like um there's no perfect business like um there's no perfect business like every business has issues and it's every business has issues and it's every business has issues and it's always messy I don't care what anybody always messy I don't care what anybody always messy I don't care what anybody says but like that Clarity that we have says but like that Clarity that we have says but like that Clarity that we have has led us be able to understand and has led us be able to understand and has led us be able to understand and make better more informed decisions and make better more informed decisions and make better more informed decisions and also be able to like keep it very clear also be able to like keep it very clear also be able to like keep it very clear communication line with everybody on our communication line with everybody on our communication line with everybody on our team I was on this uh I think that's team I was on this uh I think that's team I was on this uh I think that's that's great it's that's great it's that's great it's very very very very very very intentional I was on this hunt a few intentional I was on this hunt a few intentional I was on this hunt a few months ago and on this hunt was Founders months ago and on this hunt was Founders months ago and on this hunt was Founders and Executives from businesses that and Executives from businesses that and Executives from businesses that range from you know a couple million to range from you know a couple million to range from you know a couple million to multi-billion and private to multi-billion and private to multi-billion and private to public broad public broad public broad range but meeting with these Founders range but meeting with these Founders range but meeting with these Founders and these Executives what I learned is and these Executives what I learned is and these Executives what I learned is like you said no matter what B business like you said no matter what B business like you said no matter what B business where it's at there's always pieces that where it's at there's always pieces that where it's at there's always pieces that are messy there's always pieces that are are messy there's always pieces that are are messy there's always pieces that are being worked on and improved we never

1:19being worked on and improved we never being worked on and improved we never have all the answers but what I learned have all the answers but what I learned have all the answers but what I learned on this hunt was just that you know I on this hunt was just that you know I on this hunt was just that you know I was talking to these business was talking to these business was talking to these business exacts multi-billion dollar exacts multi-billion dollar exacts multi-billion dollar organizations publicly traded that are organizations publicly traded that are organizations publicly traded that are having the same issues as a company having the same issues as a company having the same issues as a company that's doing a 5 million Revenue Y and that's doing a 5 million Revenue Y and that's doing a 5 million Revenue Y and I'm like you know what this makes me I'm like you know what this makes me I'm like you know what this makes me feel really good that I'm not loan we're feel really good that I'm not loan we're feel really good that I'm not loan we're all going through it there's Evolution's all going through it there's Evolution's all going through it there's Evolution's business trying to business trying to business trying to maintain a really really strong healthy maintain a really really strong healthy maintain a really really strong healthy culture because if the people are culture because if the people are culture because if the people are happy typically in most cases the happy typically in most cases the happy typically in most cases the business is going to be happy yeah and business is going to be happy yeah and business is going to be happy yeah and if the people believe in the business if the people believe in the business if the people believe in the business the consumer is going to feel and see the consumer is going to feel and see the consumer is going to feel and see that and they're going to believe in the that and they're going to believe in the that and they're going to believe in the business as well culture is like this business as well culture is like this business as well culture is like this lofty thing that gets thrown around all lofty thing that gets thrown around all lofty thing that gets thrown around all the the time and I think a lot of people look at time and I think a lot of people look at time and I think a lot of people look at culture thinking that it's a thing that culture thinking that it's a thing that culture thinking that it's a thing that you you buy or you lease and you you

1:20you you buy or you lease and you you you you buy or you lease and you you inject it into the business and it just inject it into the business and it just inject it into the business and it just permeates throughout but it starts up permeates throughout but it starts up permeates throughout but it starts up top starts with leaders and primarily top starts with leaders and primarily top starts with leaders and primarily developing and hiring the right people developing and hiring the right people developing and hiring the right people to bring them the right people put them to bring them the right people put them to bring them the right people put them in the right seats for that team yep in the right seats for that team yep in the right seats for that team yep culture is this always living breathing culture is this always living breathing culture is this always living breathing thing that is made up of the individuals thing that is made up of the individuals thing that is made up of the individuals of the organization and everyone has an of the organization and everyone has an of the organization and everyone has an obligation and responsibility to obligation and responsibility to obligation and responsibility to maintain and build and hold the standard maintain and build and hold the standard maintain and build and hold the standard of that culture so if there's a culture of that culture so if there's a culture of that culture so if there's a culture you don't like in the organization you don't like in the organization you don't like in the organization you're part of you have the ability to you're part of you have the ability to you're part of you have the ability to make the change yeah you have the make the change yeah you have the make the change yeah you have the ability to raise your hand and speak up ability to raise your hand and speak up ability to raise your hand and speak up but don't just let it get worse actually but don't just let it get worse actually but don't just let it get worse actually be the change that you want to see yeah be the change that you want to see yeah be the change that you want to see yeah no you are 100% right and I think you no you are 100% right and I think you no you are 100% right and I think you know like for me uh like it's it's know like for me uh like it's it's know like for me uh like it's it's easier for us to say like yeah like we easier for us to say like yeah like we easier for us to say like yeah like we could build culture because like we're could build culture because like we're could build culture because like we're leading our organization leading our organization leading our organization but it's aely different scenario when but it's aely different scenario when but it's aely different scenario when like you just got introduced like you just got introduced like you just got introduced organization that has like 4 people and

1:21organization that has like 4 people and organization that has like 4 people and you don't like the culture that you're you don't like the culture that you're you don't like the culture that you're experiencing like you know if if you are experiencing like you know if if you are experiencing like you know if if you are a leader like yes you could speak up do a leader like yes you could speak up do a leader like yes you could speak up do it in like a very respectful way or it in like a very respectful way or it in like a very respectful way or change like change your environment one change like change your environment one change like change your environment one of the best things you could ever do is of the best things you could ever do is of the best things you could ever do is like change your environment when things like change your environment when things like change your environment when things get like when you when you feel stuck get like when you when you feel stuck get like when you when you feel stuck changing the people you're around or changing the people you're around or changing the people you're around or changing the environment you're around changing the environment you're around changing the environment you're around is an easy easy way to be able to like is an easy easy way to be able to like is an easy easy way to be able to like have jet fuel on your life saw it you have jet fuel on your life saw it you have jet fuel on your life saw it you know for me personally like when I was know for me personally like when I was know for me personally like when I was able to like when I was able to start able to like when I was able to start able to like when I was able to start going around the US to visit like going around the US to visit like going around the US to visit like different people that we're partnering different people that we're partnering different people that we're partnering with on the brand and be able to see with on the brand and be able to see with on the brand and be able to see their lifestyle and like see what makes their lifestyle and like see what makes their lifestyle and like see what makes them tick and like gravitate toward that them tick and like gravitate toward that them tick and like gravitate toward that it was like oh man like I feel like I've it was like oh man like I feel like I've it was like oh man like I feel like I've been like operating on reserves like I been like operating on reserves like I been like operating on reserves like I need to I need to lean in even harder on need to I need to lean in even harder on need to I need to lean in even harder on like the stuff that I want to do because like the stuff that I want to do because like the stuff that I want to do because like I get to see the way that you know like I get to see the way that you know like I get to see the way that you know Nick bear trains sweet like I could pull Nick bear trains sweet like I could pull Nick bear trains sweet like I could pull some stuff be a sponge around you and be some stuff be a sponge around you and be some stuff be a sponge around you and be able to apply it to like what I'm doing able to apply it to like what I'm doing able to apply it to like what I'm doing it was like just to be able to like see it was like just to be able to like see it was like just to be able to like see the way that you approach something like

1:22the way that you approach something like the way that you approach something like maybe that's going to push me into like maybe that's going to push me into like maybe that's going to push me into like that next phase of like my that next phase of like my that next phase of like my entrepreneurial Journey right you know entrepreneurial Journey right you know entrepreneurial Journey right you know so it's just like again I realize that so it's just like again I realize that so it's just like again I realize that not everybody has the opportunity to be not everybody has the opportunity to be not everybody has the opportunity to be able to just like immediately put able to just like immediately put able to just like immediately put themselves around people that are like themselves around people that are like themselves around people that are like super successful but I think that you super successful but I think that you super successful but I think that you start by understanding like there needs start by understanding like there needs start by understanding like there needs to be a change and if you're not around to be a change and if you're not around to be a change and if you're not around some if you're not around people that some if you're not around people that some if you're not around people that are you know successful or people that are you know successful or people that are you know successful or people that you look up to in terms terms of values you look up to in terms terms of values you look up to in terms terms of values like create that for yourself like be like create that for yourself like be like create that for yourself like be that person that like attracts the that person that like attracts the that person that like attracts the people around you to want to live a people around you to want to live a people around you to want to live a higher value uh life so there there's it higher value uh life so there there's it higher value uh life so there there's it all just starts with change though I all just starts with change though I all just starts with change though I agree well Pete brother I appreciate it agree well Pete brother I appreciate it agree well Pete brother I appreciate it man thanks for the good conversation it man thanks for the good conversation it man thanks for the good conversation it was good the the great sauna sessions was good the the great sauna sessions was good the the great sauna sessions and we're about to go train it's going and we're about to go train it's going and we're about to go train it's going to be fun and I can't wait for it can't to be fun and I can't wait for it can't to be fun and I can't wait for it can't wait man all right man thanks for being wait man all right man thanks for being wait man all right man thanks for being on here appreciate your time

Advantages of Sauna Therapy and the SISU Lifestyle with Pete Nelson II The Nick