Othership From Garage to the Largest Sauna Ice Bath Studio in NYC Robbie Bent
00:00started a company raised tons of money started a company raised tons of money went for this like we got to make money went for this like we got to make money went for this like we got to make money we got to go fast and whole thing failed we got to go fast and whole thing failed we got to go fast and whole thing failed went bankrupt what do you think were the went bankrupt what do you think were the went bankrupt what do you think were the pivotal moments I tried the ice bath and pivotal moments I tried the ice bath and pivotal moments I tried the ice bath and thought W this is crazy we've been to 70 thought W this is crazy we've been to 70 thought W this is crazy we've been to 70 plus bath houses as a team around the plus bath houses as a team around the plus bath houses as a team around the world so trying all the things out there world so trying all the things out there world so trying all the things out there we'll test anything we'll test an anger we'll test anything we'll test an anger we'll test anything we'll test an anger release a gratitude Class A standup release a gratitude Class A standup release a gratitude Class A standup comedy night in the sauna where do you comedy night in the sauna where do you comedy night in the sauna where do you take the willpower to do all of that take the willpower to do all of that take the willpower to do all of that like I've given up everything else in my like I've given up everything else in my like I've given up everything else in my life to to do this and it's it's life to to do this and it's it's life to to do this and it's it's everyone's like you're you're not going everyone's like you're you're not going everyone's like you're you're not going to you're not going to make it like to you're not going to make it like to you're not going to make it like that's what people oh are you sure and that's what people oh are you sure and that's what people oh are you sure and so it's just like from an ego standpoint so it's just like from an ego standpoint so it's just like from an ego standpoint like can can do this I want to like can can do this I want to like can can do this I want to [Music] see I'm very excited to kick off the new see I'm very excited to kick off the new season of lubos Smith podcast today I'm season of lubos Smith podcast today I'm season of lubos Smith podcast today I'm hosting Robbie bent from other ship they hosting Robbie bent from other ship they hosting Robbie bent from other ship they operate in mindfulness space and what operate in mindfulness space and what operate in mindfulness space and what they do is truly incredible they have they do is truly incredible they have they do is truly incredible they have studios in Toronto NYC as well as a
01:00studios in Toronto NYC as well as a studios in Toronto NYC as well as a digital product to combine the whole digital product to combine the whole digital product to combine the whole journey and as a big proponent of hot journey and as a big proponent of hot journey and as a big proponent of hot and cold exposure I truly enjoyed the and cold exposure I truly enjoyed the and cold exposure I truly enjoyed the conversation they revolutionized the conversation they revolutionized the conversation they revolutionized the sober social life for thousands of sober social life for thousands of sober social life for thousands of people and they built insane Community people and they built insane Community people and they built insane Community with more than 4,000 people knocking on with more than 4,000 people knocking on with more than 4,000 people knocking on the door before the studio in New York the door before the studio in New York the door before the studio in New York City even opened they claimed to have City even opened they claimed to have City even opened they claimed to have the coldest ice plunges in North America the coldest ice plunges in North America the coldest ice plunges in North America it was truly an incredible discussion it was truly an incredible discussion it was truly an incredible discussion with Robie and I hope you'll enjoy it with Robie and I hope you'll enjoy it with Robie and I hope you'll enjoy it the the reason why I wanted to have you the the reason why I wanted to have you the the reason why I wanted to have you on podcast is that I feel that it fits on podcast is that I feel that it fits on podcast is that I feel that it fits very well with uh my personal passion as very well with uh my personal passion as very well with uh my personal passion as well as my professional background well as my professional background well as my professional background because you are combining physical and because you are combining physical and because you are combining physical and digital and that's what I'm all about so digital and that's what I'm all about so digital and that's what I'm all about so that's why I was extremely excited to that's why I was extremely excited to that's why I was extremely excited to have this conversation amazing I mean we have this conversation amazing I mean we have this conversation amazing I mean we want to combine physical and digital but want to combine physical and digital but want to combine physical and digital but unfortunately our Tech has has let us unfortunately our Tech has has let us unfortunately our Tech has has let us down so that's that's why I'm having down so that's that's why I'm having down so that's that's why I'm having having this conversation
02:00I I know but like still uh even even I I know but like still uh even even with a little bit of focus uh you have with a little bit of focus uh you have with a little bit of focus uh you have made a decent uh community of people made a decent uh community of people made a decent uh community of people leveraging your digital product and you leveraging your digital product and you leveraging your digital product and you are uh building uh these uh amazing are uh building uh these uh amazing are uh building uh these uh amazing Studios that we'll dive uh into but uh I Studios that we'll dive uh into but uh I Studios that we'll dive uh into but uh I wonder maybe we if we go back um where wonder maybe we if we go back um where wonder maybe we if we go back um where the whole idea of combining the digital the whole idea of combining the digital the whole idea of combining the digital element as well as the physical spaces element as well as the physical spaces element as well as the physical spaces where where did it come from because where where did it come from because where where did it come from because many companies try and they either fail many companies try and they either fail many companies try and they either fail big time on one side or on the other big time on one side or on the other big time on one side or on the other there's been uh only few examples that I there's been uh only few examples that I there's been uh only few examples that I have noticed where companies actually have noticed where companies actually have noticed where companies actually made it work on both physical and made it work on both physical and made it work on both physical and digital uh fronts and it seems like you digital uh fronts and it seems like you digital uh fronts and it seems like you have a you have a solid path uh on on have a you have a solid path uh on on have a you have a solid path uh on on both of these yeah it's pretty both of these yeah it's pretty both of these yeah it's pretty interesting and I think what's unique
03:00interesting and I think what's unique interesting and I think what's unique is neither of them were meant to be is neither of them were meant to be is neither of them were meant to be businesses and so both were passions businesses and so both were passions businesses and so both were passions which is unique because I think it's which is unique because I think it's which is unique because I think it's very difficult if you're a large running very difficult if you're a large running very difficult if you're a large running physical business what you need to build physical business what you need to build physical business what you need to build a digital business is completely a digital business is completely a digital business is completely different and so then it's oh let's different and so then it's oh let's different and so then it's oh let's throw money at it you know we need to be throw money at it you know we need to be throw money at it you know we need to be in digital let's focus there and so for in digital let's focus there and so for in digital let's focus there and so for us you know we started the physical us you know we started the physical us you know we started the physical space in a backyard and it was just a space in a backyard and it was just a space in a backyard and it was just a horse trough with five friends and the horse trough with five friends and the horse trough with five friends and the goal was to build a healthy community goal was to build a healthy community goal was to build a healthy community and there was no commercial intention it and there was no commercial intention it and there was no commercial intention it was just hey you know this is free come was just hey you know this is free come was just hey you know this is free come to my backyard and let's use the ice to my backyard and let's use the ice to my backyard and let's use the ice bath and hang out and every day people bath and hang out and every day people bath and hang out and every day people would be hanging out it was just Word of would be hanging out it was just Word of would be hanging out it was just Word of Mouth for the neighborhood and then as Mouth for the neighborhood and then as Mouth for the neighborhood and then as it got colder we you know built out our it got colder we you know built out our it got colder we you know built out our garage like it literally started like garage like it literally started like garage like it literally started like wasn't hey the business started in a wasn't hey the business started in a wasn't hey the business started in a garage it was a garage and so it was garage it was a garage and so it was garage it was a garage and so it was myself and you know um my wife and myself and you know um my wife and myself and you know um my wife and another couple and a best friend and we another couple and a best friend and we another couple and a best friend and we were just doing it for fun and so we had were just doing it for fun and so we had were just doing it for fun and so we had this garage space and we saw oh wow this garage space and we saw oh wow this garage space and we saw oh wow people really [ __ ] love this like
04:00people really [ __ ] love this like people really [ __ ] love this like they're coming back they're they're they're coming back they're they're they're coming back they're they're starting to pay and like special things starting to pay and like special things starting to pay and like special things were happening so it was really just were happening so it was really just were happening so it was really just following our own curiosity and interest following our own curiosity and interest following our own curiosity and interest and so it was physical to start but it and so it was physical to start but it and so it was physical to start but it was a side project and and a hobby and was a side project and and a hobby and was a side project and and a hobby and we were seeing like these transformative we were seeing like these transformative we were seeing like these transformative experiences where people were like wow I experiences where people were like wow I experiences where people were like wow I made friends with everyone in the made friends with everyone in the made friends with everyone in the neighborhood I started dating someone in neighborhood I started dating someone in neighborhood I started dating someone in the neighborhood oh my God like you know the neighborhood oh my God like you know the neighborhood oh my God like you know we started doing these emotional we started doing these emotional we started doing these emotional Wellness classes the first one was on Wellness classes the first one was on Wellness classes the first one was on Valentine's Day like I said told you and Valentine's Day like I said told you and Valentine's Day like I said told you and you know hey let's do an eye gaze in the you know hey let's do an eye gaze in the you know hey let's do an eye gaze in the ice punch and let's do a self-guided ice punch and let's do a self-guided ice punch and let's do a self-guided massage and let's have uh everyone share massage and let's have uh everyone share massage and let's have uh everyone share their first date and people are crying their first date and people are crying their first date and people are crying and saying like that was the best and saying like that was the best and saying like that was the best Valentine's Day I've ever had and so it Valentine's Day I've ever had and so it Valentine's Day I've ever had and so it was obvious there was something there so was obvious there was something there so was obvious there was something there so we started to explore like okay I think we started to explore like okay I think we started to explore like okay I think we can build a studio around this like a we can build a studio around this like a we can build a studio around this like a large scale studio with son and ice bath large scale studio with son and ice bath large scale studio with son and ice bath emotional classes and there's a thousand emotional classes and there's a thousand emotional classes and there's a thousand people using this now in a garage it people using this now in a garage it people using this now in a garage it seems they want it and at night I think seems they want it and at night I think seems they want it and at night I think we can have social experiences without we can have social experiences without we can have social experiences without alcohol and so that was like the main
05:00alcohol and so that was like the main alcohol and so that was like the main thrust of the business and it's still thrust of the business and it's still thrust of the business and it's still our main focus I'd say probably our main focus I'd say probably our main focus I'd say probably 85% of our like resources and time are 85% of our like resources and time are 85% of our like resources and time are going towards the physical now the going towards the physical now the going towards the physical now the digital came up because during Co our digital came up because during Co our digital came up because during Co our customers could no longer come to the customers could no longer come to the customers could no longer come to the space and so we started just like again space and so we started just like again space and so we started just like again as a passion hey let's do these Saturday as a passion hey let's do these Saturday as a passion hey let's do these Saturday breath breath breath work events for people to connect like work events for people to connect like work events for people to connect like oh if people are connecting let's make oh if people are connecting let's make oh if people are connecting let's make them like a dance party and so we'll them like a dance party and so we'll them like a dance party and so we'll connect and we'll do like a breath work connect and we'll do like a breath work connect and we'll do like a breath work dance party Vibe and so we started dance party Vibe and so we started dance party Vibe and so we started making mixes and then just guiding live making mixes and then just guiding live making mixes and then just guiding live over top of these mixes um for breath over top of these mixes um for breath over top of these mixes um for breath work and so the the whole point wasn't work and so the the whole point wasn't work and so the the whole point wasn't to be necessarily spiritual or to be necessarily spiritual or to be necessarily spiritual or meditative it was just to connect a meditative it was just to connect a meditative it was just to connect a group of people in a fun way uh which I group of people in a fun way uh which I group of people in a fun way uh which I think is what's what led to the app and think is what's what led to the app and think is what's what led to the app and it's very different in the way it's it's very different in the way it's it's very different in the way it's music driven and so you know 20 people music driven and so you know 20 people music driven and so you know 20 people 50 people 100 people 500 people are 50 people 100 people 500 people are 50 people 100 people 500 people are joining these Zoo dos and so my wife was
06:00joining these Zoo dos and so my wife was joining these Zoo dos and so my wife was just like you know I think we can do a just like you know I think we can do a just like you know I think we can do a course that would be fun so we took course that would be fun so we took course that would be fun so we took recorded a bunch of these things we had recorded a bunch of these things we had recorded a bunch of these things we had first put them on YouTube and then she first put them on YouTube and then she first put them on YouTube and then she built a course on kajabi and so Harry built a course on kajabi and so Harry built a course on kajabi and so Harry Amanda created I think it was a Shakra Amanda created I think it was a Shakra Amanda created I think it was a Shakra course they took created seven or 10 course they took created seven or 10 course they took created seven or 10 like 1 hour sessions and it was a course like 1 hour sessions and it was a course like 1 hour sessions and it was a course and a couple people bought it not many and a couple people bought it not many and a couple people bought it not many but a couple and they started saying but a couple and they started saying but a couple and they started saying like hey I want to use this every day so like hey I want to use this every day so like hey I want to use this every day so we added some short ones and and another we added some short ones and and another we added some short ones and and another unique thing it wasn't really a business unique thing it wasn't really a business unique thing it wasn't really a business it was just us like we loved the breath it was just us like we loved the breath it was just us like we loved the breath works and so Friday night we would do it works and so Friday night we would do it works and so Friday night we would do it ourselves instead of drinking alcohol ourselves instead of drinking alcohol ourselves instead of drinking alcohol people would come over and we would do people would come over and we would do people would come over and we would do the breath work together and we'd pick the breath work together and we'd pick the breath work together and we'd pick songs and you know Harry would spend songs and you know Harry would spend songs and you know Harry would spend hours like combing through royalty-free hours like combing through royalty-free hours like combing through royalty-free music libraries producing tracks just be music libraries producing tracks just be music libraries producing tracks just be because it was fun for him so both the because it was fun for him so both the because it was fun for him so both the experience of the physical and the experience of the physical and the experience of the physical and the digital was stuff that we did out of digital was stuff that we did out of digital was stuff that we did out of passion on our own and we created the passion on our own and we created the passion on our own and we created the content which I think is really unique content which I think is really unique content which I think is really unique and when you try to use external and when you try to use external and when you try to use external providers to create the content it providers to create the content it providers to create the content it sometimes lacks the authenticity the
07:00sometimes lacks the authenticity the sometimes lacks the authenticity the soul the care for the product and so soul the care for the product and so soul the care for the product and so been there done that exactly what you been there done that exactly what you been there done that exactly what you are saying go uh I feel like if you have are saying go uh I feel like if you have are saying go uh I feel like if you have someone else to do that and if it's not someone else to do that and if it's not someone else to do that and if it's not like uh part of uh you know the the core like uh part of uh you know the the core like uh part of uh you know the the core and the passion is not there it just uh and the passion is not there it just uh and the passion is not there it just uh it just doesn't work yeah and also like it just doesn't work yeah and also like it just doesn't work yeah and also like time right so if you're like oh we need time right so if you're like oh we need time right so if you're like oh we need to build a digital business in one year to build a digital business in one year to build a digital business in one year we need to show a return on investment we need to show a return on investment we need to show a return on investment well for us we didn't give a [ __ ] so it well for us we didn't give a [ __ ] so it well for us we didn't give a [ __ ] so it was just like hey hey we're putting this was just like hey hey we're putting this was just like hey hey we're putting this out it's fun some people are buying it out it's fun some people are buying it out it's fun some people are buying it they like it okay they want more let's they like it okay they want more let's they like it okay they want more let's make more and there was no cost because make more and there was no cost because make more and there was no cost because we just did it ourselves we did all the we just did it ourselves we did all the we just did it ourselves we did all the design we did all the branding we did design we did all the branding we did design we did all the branding we did all uh the content we put it up you know all uh the content we put it up you know all uh the content we put it up you know weuse kajabi amazing platform uh and as weuse kajabi amazing platform uh and as weuse kajabi amazing platform uh and as we added more and more even we didn't we added more and more even we didn't we added more and more even we didn't even do any marketing so we would just even do any marketing so we would just even do any marketing so we would just talk about it on some podcasts we' get talk about it on some podcasts we' get talk about it on some podcasts we' get friends to share it and through uh friends to share it and through uh friends to share it and through uh influencers and talking about it and influencers and talking about it and influencers and talking about it and sharing it grew to 100,000 in Revenue um sharing it grew to 100,000 in Revenue um sharing it grew to 100,000 in Revenue um which is pretty awesome and so people which is pretty awesome and so people which is pretty awesome and so people started being like yo this platform like
08:00started being like yo this platform like started being like yo this platform like it's it's it's it's not the greatest like I want to use it's not the greatest like I want to use it's not the greatest like I want to use it daily like it's only really good on it daily like it's only really good on it daily like it's only really good on the web and and so we were like oh I the web and and so we were like oh I the web and and so we were like oh I wonder if we could build an app like wonder if we could build an app like wonder if we could build an app like we've done 100,000 in sales like okay we've done 100,000 in sales like okay we've done 100,000 in sales like okay but again we didn't want to spend you but again we didn't want to spend you but again we didn't want to spend you know to build a custom app half a know to build a custom app half a know to build a custom app half a million million bucks we didn't have million million bucks we didn't have million million bucks we didn't have that kind of money so we found this that kind of money so we found this that kind of money so we found this amazing provider um 20 grand up front amazing provider um 20 grand up front amazing provider um 20 grand up front for the design which we did ourselves for the design which we did ourselves for the design which we did ourselves and then it's like it's like a rental and then it's like it's like a rental and then it's like it's like a rental you know like a commer head you know like a commer head you know like a commer head rental and you had they had a Content rental and you had they had a Content rental and you had they had a Content player an onboarding function the player an onboarding function the player an onboarding function the ability to set payments and so again it ability to set payments and so again it ability to set payments and so again it was like what is the biggest MVP we can was like what is the biggest MVP we can was like what is the biggest MVP we can do here so that if it's not popular we do here so that if it's not popular we do here so that if it's not popular we don't lose money uh and so we launched don't lose money uh and so we launched don't lose money uh and so we launched that in November still like covid that in November still like covid that in November still like covid restrictions just ending and it was such restrictions just ending and it was such restrictions just ending and it was such a passion we just built you know 600 800 a passion we just built you know 600 800 a passion we just built you know 600 800 different breath work sessions we different breath work sessions we different breath work sessions we started to get our guides from the started to get our guides from the started to get our guides from the physical spaces involved and friends and physical spaces involved and friends and physical spaces involved and friends and we just did it all ourselves and so my we just did it all ourselves and so my we just did it all ourselves and so my wife
09:00wife wife ran that whole thing she learned like ran that whole thing she learned like ran that whole thing she learned like you know about branding managing an you know about branding managing an you know about branding managing an engineering team how to run an app how engineering team how to run an app how engineering team how to run an app how to Market an app how to do paid ads to Market an app how to do paid ads to Market an app how to do paid ads which we got into later but yeah so she which we got into later but yeah so she which we got into later but yeah so she pretty much end to end handled the pretty much end to end handled the pretty much end to end handled the entire app and then my partners Harry entire app and then my partners Harry entire app and then my partners Harry and Amanda did all the content and so and Amanda did all the content and so and Amanda did all the content and so the app yeah it does some good sales the app yeah it does some good sales the app yeah it does some good sales it's profitable and it's been a really it's profitable and it's been a really it's profitable and it's been a really nice marketing channel so for us once nice marketing channel so for us once nice marketing channel so for us once you have both and they're working I mean you have both and they're working I mean you have both and they're working I mean the other really cool thing about the the other really cool thing about the the other really cool thing about the app is Just Breath work it's the highest app is Just Breath work it's the highest app is Just Breath work it's the highest rated breath work app in the world right rated breath work app in the world right rated breath work app in the world right now um now um now um and it's just a very n yeah it's just a and it's just a very n yeah it's just a and it's just a very n yeah it's just a niche Focus I mean there's 3,000 reviews niche Focus I mean there's 3,000 reviews niche Focus I mean there's 3,000 reviews you know and so I think it's had a you know and so I think it's had a you know and so I think it's had a couple hundred thousand downloads maybe couple hundred thousand downloads maybe couple hundred thousand downloads maybe more and um yeah we're really proud of more and um yeah we're really proud of more and um yeah we're really proud of it and so many people in New York you it and so many people in New York you it and so many people in New York you know we go to uh do our guide training know we go to uh do our guide training know we go to uh do our guide training and 30% 50 guides apply from the app and 30% 50 guides apply from the app and 30% 50 guides apply from the app because they were using the app in New because they were using the app in New because they were using the app in New York city so it turns out it's not just York city so it turns out it's not just York city so it turns out it's not just making money which it is but it's a free making money which it is but it's a free making money which it is but it's a free marketing channel we can give it away we marketing channel we can give it away we marketing channel we can give it away we give it away all the time we give give it away all the time we give give it away all the time we give scholarships you know customers come scholarships you know customers come scholarships you know customers come into Toronto and they get free 30 days into Toronto and they get free 30 days into Toronto and they get free 30 days on it so it's like a really nice way
10:00on it so it's like a really nice way on it so it's like a really nice way that people then you start to see them that people then you start to see them that people then you start to see them they like the physical space they then they like the physical space they then they like the physical space they then get to use the app we have a deeper get to use the app we have a deeper get to use the app we have a deeper connection with them or they find out connection with them or they find out connection with them or they find out about the app like you know maybe they about the app like you know maybe they about the app like you know maybe they go to New York try an experience here go to New York try an experience here go to New York try an experience here they live in California then they can they live in California then they can they live in California then they can download the app when they go home so download the app when they go home so download the app when they go home so there's been a lot of once they're both there's been a lot of once they're both there's been a lot of once they're both working together it seems like they have working together it seems like they have working together it seems like they have a lot of power especially um you know a lot of power especially um you know a lot of power especially um you know for a physical business it's really hard for a physical business it's really hard for a physical business it's really hard to do any digital marketing because you to do any digital marketing because you to do any digital marketing because you only have one location so like for you only have one location so like for you only have one location so like for you to go on a podcast with a physical space to go on a podcast with a physical space to go on a podcast with a physical space it almost does doesn't make sense it almost does doesn't make sense it almost does doesn't make sense because people listen all over the US because people listen all over the US because people listen all over the US podcast hosts don't even want a one unit podcast hosts don't even want a one unit podcast hosts don't even want a one unit but you have something for everybody but you have something for everybody but you have something for everybody right exactly so now anyone who's right exactly so now anyone who's right exactly so now anyone who's listening to this who's interesting they listening to this who's interesting they listening to this who's interesting they can try the app so it's I I found over can try the app so it's I I found over can try the app so it's I I found over time it's been really interesting that time it's been really interesting that time it's been really interesting that we we like really I I come from Tech we we like really I I come from Tech we we like really I I come from Tech background I've started a company raised background I've started a company raised background I've started a company raised tons of money went for this like we got tons of money went for this like we got tons of money went for this like we got to make money we got to go fast and to make money we got to go fast and to make money we got to go fast and [ __ ] whole thing failed went bankrupt [ __ ] whole thing failed went bankrupt [ __ ] whole thing failed went bankrupt and so now we were really like let's get and so now we were really like let's get and so now we were really like let's get the product right let's go slow let's the product right let's go slow let's the product right let's go slow let's bootstrap we sell funded you know was a
11:00bootstrap we sell funded you know was a bootstrap we sell funded you know was a garage and a course I remember telling garage and a course I remember telling garage and a course I remember telling investors once we decide to raise money investors once we decide to raise money investors once we decide to raise money that like this is changing people's that like this is changing people's that like this is changing people's lives and they're like what are you lives and they're like what are you lives and they're like what are you talking about like you're in your it's a talking about like you're in your it's a talking about like you're in your it's a horse trough and a and a you know horse trough and a and a you know horse trough and a and a you know seven thing on YouTube like course and seven thing on YouTube like course and seven thing on YouTube like course and uh it's cool like you just keep going uh it's cool like you just keep going uh it's cool like you just keep going and like professionalizing over time the and like professionalizing over time the and like professionalizing over time the mindfulness space overall is very close mindfulness space overall is very close mindfulness space overall is very close to me and I have learned about the Ora to me and I have learned about the Ora to me and I have learned about the Ora app very early on tried it used it app very early on tried it used it app very early on tried it used it everything but uh what really uh changed everything but uh what really uh changed everything but uh what really uh changed my perspective was when I had a chance my perspective was when I had a chance my perspective was when I had a chance to visit the studios but now I have to visit the studios but now I have to visit the studios but now I have visited all of your Studios that are visited all of your Studios that are visited all of your Studios that are open uh both in Toronto and uh the one open uh both in Toronto and uh the one open uh both in Toronto and uh the one that just opened recently here in New that just opened recently here in New that just opened recently here in New York uh which um uh you know I'm proud York uh which um uh you know I'm proud York uh which um uh you know I'm proud to be uh one of the people that visited to be uh one of the people that visited to be uh one of the people that visited all of them no but I it really changed all of them no but I it really changed all of them no but I it really changed my perspective in terms of uh you know my perspective in terms of uh you know my perspective in terms of uh you know how you can leverage the contrast how you can leverage the contrast how you can leverage the contrast therapy but how you can also apply a lot
12:00therapy but how you can also apply a lot therapy but how you can also apply a lot of other things to really make it a very of other things to really make it a very of other things to really make it a very impactful class because like I've been impactful class because like I've been impactful class because like I've been doing SAA ice bath for years now um and doing SAA ice bath for years now um and doing SAA ice bath for years now um and um I love that you are crafting every um I love that you are crafting every um I love that you are crafting every single single single class uh to be something special to class uh to be something special to class uh to be something special to really uh focus on like um you know it really uh focus on like um you know it really uh focus on like um you know it you you have the uplifting classes you you you have the uplifting classes you you you have the uplifting classes you have the the ones that uh come you down have the the ones that uh come you down have the the ones that uh come you down and to me that uh brought something new and to me that uh brought something new and to me that uh brought something new like I I've never really experienced uh like I I've never really experienced uh like I I've never really experienced uh that deep level of thinking about what that deep level of thinking about what that deep level of thinking about what are all the all the other things uh and are all the all the other things uh and are all the all the other things uh and all the other like senses that you can all the other like senses that you can all the other like senses that you can deploy uh to uh a group class and uh deploy uh to uh a group class and uh deploy uh to uh a group class and uh even yesterday when I went for the even yesterday when I went for the even yesterday when I went for the social um I felt like I had the best social um I felt like I had the best social um I felt like I had the best sleep in not not in my life but in the sleep in not not in my life but in the sleep in not not in my life but in the past month yeah for sure very impactful
13:00past month yeah for sure very impactful past month yeah for sure very impactful as as you were talking about the passion as as you were talking about the passion as as you were talking about the passion you know I share the passion very much you know I share the passion very much you know I share the passion very much but um I believe that there was a lot of but um I believe that there was a lot of but um I believe that there was a lot of foundational elements on your side that foundational elements on your side that foundational elements on your side that led to uh discovering this and I know led to uh discovering this and I know led to uh discovering this and I know that you have gone through quite a lot that you have gone through quite a lot that you have gone through quite a lot uh in uh your life and your career as uh in uh your life and your career as uh in uh your life and your career as well so uh what do you think were the well so uh what do you think were the well so uh what do you think were the pivotal moments that uh set you on the pivotal moments that uh set you on the pivotal moments that uh set you on the path uh to discover this passion of path uh to discover this passion of path uh to discover this passion of yours I mean I yours I mean I yours I mean I think we've been to 70 plus bath houses think we've been to 70 plus bath houses think we've been to 70 plus bath houses as a team around the world um have done as a team around the world um have done as a team around the world um have done you know the Hoffman process Landmark you know the Hoffman process Landmark you know the Hoffman process Landmark group therapy uh drug rehab uh Cocaine group therapy uh drug rehab uh Cocaine group therapy uh drug rehab uh Cocaine Anonymous um just have been Anonymous um just have been Anonymous um just have been really interested in like personal not really interested in like personal not really interested in like personal not necessarily personal growth but just necessarily personal growth but just necessarily personal growth but just trying to like fight my own demons and
14:00trying to like fight my own demons and trying to like fight my own demons and so I think um you know the journey for so I think um you know the journey for so I think um you know the journey for me started with meditation vus Retreats me started with meditation vus Retreats me started with meditation vus Retreats and psychedelic medicines and then and psychedelic medicines and then and psychedelic medicines and then getting sober and when I got sober I met getting sober and when I got sober I met getting sober and when I got sober I met my wife and she was really into health my wife and she was really into health my wife and she was really into health and wellness and so one of the pivotal and wellness and so one of the pivotal and wellness and so one of the pivotal moments was our our first date she said moments was our our first date she said moments was our our first date she said hey I heard about ice Baths on you know hey I heard about ice Baths on you know hey I heard about ice Baths on you know Ronda Patrick who was one of the first Ronda Patrick who was one of the first Ronda Patrick who was one of the first people to be talking about this stuff people to be talking about this stuff people to be talking about this stuff like eight years ago you know like like eight years ago you know like like eight years ago you know like nobody Andrew huberman wasn't a a person nobody Andrew huberman wasn't a a person nobody Andrew huberman wasn't a a person with the podcast it was like Ronda with the podcast it was like Ronda with the podcast it was like Ronda Patrick was like the Health and Wellness Patrick was like the Health and Wellness Patrick was like the Health and Wellness Guru and so she my my wife said hey we Guru and so she my my wife said hey we Guru and so she my my wife said hey we should we should check this out and so should we should check this out and so should we should check this out and so we we found a Russian B went and you we we found a Russian B went and you we we found a Russian B went and you know was a first time I tried the coal know was a first time I tried the coal know was a first time I tried the coal plunge was like whoa this is [ __ ] plunge was like whoa this is [ __ ] plunge was like whoa this is [ __ ] crazy and so that that was a pretty crazy and so that that was a pretty crazy and so that that was a pretty pivotal moment because it was just such pivotal moment because it was just such pivotal moment because it was just such an amazing date where normally you'd an amazing date where normally you'd an amazing date where normally you'd rely on alcohol for the first day it'd rely on alcohol for the first day it'd rely on alcohol for the first day it'd be nervous what I'm going to say and it be nervous what I'm going to say and it be nervous what I'm going to say and it was just instantly like what a great was just instantly like what a great was just instantly like what a great connection so that moment really helped connection so that moment really helped connection so that moment really helped because from there my wife and I every because from there my wife and I every because from there my wife and I every week we would go to a Russian Bath House week we would go to a Russian Bath House week we would go to a Russian Bath House whether we lived in San Francisco whether we lived in San Francisco whether we lived in San Francisco whether we lived in Berlin whether we lived in Berlin whether we lived in Berlin when we were traveling it was just
15:00when we were traveling it was just when we were traveling it was just something that's why we've been to so something that's why we've been to so something that's why we've been to so many around the world it became many around the world it became many around the world it became something a way for us to socialize that something a way for us to socialize that something a way for us to socialize that wasn't related to alcohol which was a wasn't related to alcohol which was a wasn't related to alcohol which was a problem for me prior to that so I'd say problem for me prior to that so I'd say problem for me prior to that so I'd say that was that was huge the next huge that was that was huge the next huge that was that was huge the next huge moment was moving back to Toronto about moment was moving back to Toronto about moment was moving back to Toronto about 4 years later so we've been living in as 4 years later so we've been living in as 4 years later so we've been living in as I said San Francisco and Berlin come I said San Francisco and Berlin come I said San Francisco and Berlin come back to Toronto and was a little bit back to Toronto and was a little bit back to Toronto and was a little bit worried about like what kind of worried about like what kind of worried about like what kind of community I was going to be part of community I was going to be part of community I was going to be part of because in Toronto when I'd lived there because in Toronto when I'd lived there because in Toronto when I'd lived there I was really into you know drinking and I was really into you know drinking and I was really into you know drinking and drug use and partying and this kind of drug use and partying and this kind of drug use and partying and this kind of stuff and so the moment was hey let's stuff and so the moment was hey let's stuff and so the moment was hey let's build an ice bath in our backyard and we build an ice bath in our backyard and we build an ice bath in our backyard and we called up this ice bath manufacturer and called up this ice bath manufacturer and called up this ice bath manufacturer and my partners said you know what are you my partners said you know what are you my partners said you know what are you do like I I said hey I can't afford to do like I I said hey I can't afford to do like I I said hey I can't afford to like buy one but I'll fly you up here like buy one but I'll fly you up here like buy one but I'll fly you up here you can stay at our house and we'll you can stay at our house and we'll you can stay at our house and we'll build one and they said like yeah sure build one and they said like yeah sure build one and they said like yeah sure we've never been to Canada so they have we've never been to Canada so they have we've never been to Canada so they have a company now called morasco Forge and a company now called morasco Forge and a company now called morasco Forge and so the very first ice bath other ship so the very first ice bath other ship so the very first ice bath other ship ever built was I'm morasco Forge model ever built was I'm morasco Forge model ever built was I'm morasco Forge model they stayed in my house they' never been they stayed in my house they' never been they stayed in my house they' never been to Canada and we built one over 3 days to Canada and we built one over 3 days to Canada and we built one over 3 days together in the backyard and that was together in the backyard and that was together in the backyard and that was the first ever like ice bath class and
16:00the first ever like ice bath class and the first ever like ice bath class and so that was pretty pivotal because we so that was pretty pivotal because we so that was pretty pivotal because we had this ice bath in the backyard and we had this ice bath in the backyard and we had this ice bath in the backyard and we invited 16 people over two of them are invited 16 people over two of them are invited 16 people over two of them are my co-founders and we were kind of my co-founders and we were kind of my co-founders and we were kind of working on this together um Amanda and working on this together um Amanda and working on this together um Amanda and Harry and so we're sitting in the ice Harry and so we're sitting in the ice Harry and so we're sitting in the ice path and you know it's like okay well path and you know it's like okay well path and you know it's like okay well who's going to get in and so everyone's who's going to get in and so everyone's who's going to get in and so everyone's like [ __ ] what are we going to do and like [ __ ] what are we going to do and like [ __ ] what are we going to do and Harry's like you know I have some ice I Harry's like you know I have some ice I Harry's like you know I have some ice I have some essential oils and a a bowl a have some essential oils and a a bowl a have some essential oils and a a bowl a sound bowl and I have a picture of this sound bowl and I have a picture of this sound bowl and I have a picture of this actually in my backyard and you know the actually in my backyard and you know the actually in my backyard and you know the first people we go in the ice bath and first people we go in the ice bath and first people we go in the ice bath and we're playing the sound ball putting the we're playing the sound ball putting the we're playing the sound ball putting the essential oils and kind of taking stuff essential oils and kind of taking stuff essential oils and kind of taking stuff from all these other elements you know from all these other elements you know from all these other elements you know like we're combining a lot of elements like we're combining a lot of elements like we're combining a lot of elements in the classes from group therapy in the classes from group therapy in the classes from group therapy cognitive behavioral therapy prompts I cognitive behavioral therapy prompts I cognitive behavioral therapy prompts I was singing once and I I never sing and was singing once and I I never sing and was singing once and I I never sing and I was singing there so I was like just I was singing there so I was like just I was singing there so I was like just adding yeah it's adding you know listen adding yeah it's adding you know listen adding yeah it's adding you know listen to what people ask for and we'll try it to what people ask for and we'll try it to what people ask for and we'll try it we'll test it we'll test anything we'll we'll test it we'll test anything we'll we'll test it we'll test anything we'll test an anger release a gratitude Class test an anger release a gratitude Class test an anger release a gratitude Class A standup comedy night in the Sonic like A standup comedy night in the Sonic like A standup comedy night in the Sonic like we'll go to this is getting off topic
17:00we'll go to this is getting off topic we'll go to this is getting off topic and I'll go back but we'll go to and I'll go back but we'll go to and I'll go back but we'll go to hundreds of immersive experiences we'll hundreds of immersive experiences we'll hundreds of immersive experiences we'll go to museums we'll go to live concerts go to museums we'll go to live concerts go to museums we'll go to live concerts we'll go to live plays in New York every we'll go to live plays in New York every we'll go to live plays in New York every week we're trying something we go to week we're trying something we go to week we're trying something we go to magic shows and we'll see like hey what magic shows and we'll see like hey what magic shows and we'll see like hey what from the what elements here can we bring from the what elements here can we bring from the what elements here can we bring into a healthy sober experience and so into a healthy sober experience and so into a healthy sober experience and so that first night was super pivotal cuz I that first night was super pivotal cuz I that first night was super pivotal cuz I saw like I tried the ice bath and saw like I tried the ice bath and saw like I tried the ice bath and thought whoa this is [ __ ] crazy like thought whoa this is [ __ ] crazy like thought whoa this is [ __ ] crazy like it's not just an before that I was doing it's not just an before that I was doing it's not just an before that I was doing the cold plunges but it was always kind the cold plunges but it was always kind the cold plunges but it was always kind of for health or in a and this was the of for health or in a and this was the of for health or in a and this was the first time I was like whoa you can do first time I was like whoa you can do first time I was like whoa you can do emotional work it's almost like emotional work it's almost like emotional work it's almost like meditation and so that really opened my meditation and so that really opened my meditation and so that really opened my eyes to hey there's something special eyes to hey there's something special eyes to hey there's something special here fast forward to the garage pivotal here fast forward to the garage pivotal here fast forward to the garage pivotal moment I mentioned was that Valentine's moment I mentioned was that Valentine's moment I mentioned was that Valentine's Day when we're all together and we just Day when we're all together and we just Day when we're all together and we just started being like Oh let's try some started being like Oh let's try some started being like Oh let's try some programming you know and there was programming you know and there was programming you know and there was another maybe two weeks after that we another maybe two weeks after that we another maybe two weeks after that we did a class and I'm like okay let's try did a class and I'm like okay let's try did a class and I'm like okay let's try a we called it a desert storm and it was a we called it a desert storm and it was a we called it a desert storm and it was three saunas back to back each sauna three saunas back to back each sauna three saunas back to back each sauna hotter and hotter with the last sauna in hotter and hotter with the last sauna in hotter and hotter with the last sauna in complete darkness and so we're in the complete darkness and so we're in the complete darkness and so we're in the complete darkness playing a drum and I'm
18:00complete darkness playing a drum and I'm complete darkness playing a drum and I'm like oh what's what's everyone like oh what's what's everyone like oh what's what's everyone struggling with and people just started struggling with and people just started struggling with and people just started kind of screaming like I'm struggling kind of screaming like I'm struggling kind of screaming like I'm struggling with with with anger and I'm like looking around like anger and I'm like looking around like anger and I'm like looking around like well this is [ __ ] this is like you well this is [ __ ] this is like you well this is [ __ ] this is like you know I've obviously done iasa and some know I've obviously done iasa and some know I've obviously done iasa and some of these other experiences and like this of these other experiences and like this of these other experiences and like this is a sober experience where people are is a sober experience where people are is a sober experience where people are having real breakthroughs and it was having real breakthroughs and it was having real breakthroughs and it was just by luck cuz we were were [ __ ] just by luck cuz we were were [ __ ] just by luck cuz we were were [ __ ] around you know same with the app we around you know same with the app we around you know same with the app we were just kind of [ __ ] around and were just kind of [ __ ] around and were just kind of [ __ ] around and these things happened over time and so I these things happened over time and so I these things happened over time and so I think all those moments led to hey think all those moments led to hey think all those moments led to hey there's something special here in the there's something special here in the there's something special here in the hot and cold that can be class driven hot and cold that can be class driven hot and cold that can be class driven Community Driven that can can make a Community Driven that can can make a Community Driven that can can make a difference and I I knew we knew from difference and I I knew we knew from difference and I I knew we knew from that point like in that garage like hey that point like in that garage like hey that point like in that garage like hey there's something special here that like there's something special here that like there's something special here that like can be shared at a bigger scale and I can be shared at a bigger scale and I can be shared at a bigger scale and I know that also like as you were building know that also like as you were building know that also like as you were building things up the community element has been things up the community element has been things up the community element has been instrumental for you right just the fact instrumental for you right just the fact instrumental for you right just the fact that even before you open the studio you that even before you open the studio you that even before you open the studio you have managed to get a huge community and have managed to get a huge community and have managed to get a huge community and I think that uh very much the same thing I think that uh very much the same thing I think that uh very much the same thing is happening here in New York York what
19:00is happening here in New York York what is happening here in New York York what do you think were the Essential Elements do you think were the Essential Elements do you think were the Essential Elements for you to build up that Community yeah for you to build up that Community yeah for you to build up that Community yeah I mean in New York it's pretty I mean in New York it's pretty I mean in New York it's pretty interesting like we were wondering what interesting like we were wondering what interesting like we were wondering what it's going to be like and so the the it's going to be like and so the the it's going to be like and so the the first like totally different city right first like totally different city right first like totally different city right and hey in Toronto we had friends that and hey in Toronto we had friends that and hey in Toronto we had friends that we bootstrapped the network with and um we bootstrapped the network with and um we bootstrapped the network with and um in New York like very first thing like in New York like very first thing like in New York like very first thing like let's live the values so let's bring the let's live the values so let's bring the let's live the values so let's bring the community here and so we got a house in community here and so we got a house in community here and so we got a house in Williamsburg with 10 people and it's Williamsburg with 10 people and it's Williamsburg with 10 people and it's five co-founders and five teammates so five co-founders and five teammates so five co-founders and five teammates so we're rolling deep when you're around us we're rolling deep when you're around us we're rolling deep when you're around us you feel the energy like we'll come in you feel the energy like we'll come in you feel the energy like we'll come in you know you'll invite one of us to a you know you'll invite one of us to a you know you'll invite one of us to a restaurant and 14 people will show up restaurant and 14 people will show up restaurant and 14 people will show up and it's like a hip-hop group and like a and it's like a hip-hop group and like a and it's like a hip-hop group and like a whole Entourage and everyone's bringing whole Entourage and everyone's bringing whole Entourage and everyone's bringing this Vibe of excitement like okay it's this Vibe of excitement like okay it's this Vibe of excitement like okay it's these small like we're from small towns these small like we're from small towns these small like we're from small towns small town Canadian kids that are like small town Canadian kids that are like small town Canadian kids that are like in the heart of flat iron building our in the heart of flat iron building our in the heart of flat iron building our Dream It's like pretty infectious so Dream It's like pretty infectious so Dream It's like pretty infectious so you're kind of like whoa like these you're kind of like whoa like these you're kind of like whoa like these people put everything on the line people put everything on the line people put everything on the line they've moved to New York like I have a they've moved to New York like I have a they've moved to New York like I have a baby in the house and a dog and it's baby in the house and a dog and it's baby in the house and a dog and it's like this is a [ __ ] family business
20:00like this is a [ __ ] family business like this is a [ __ ] family business so I think that was like a really cool so I think that was like a really cool so I think that was like a really cool starting point of like hey this is a starting point of like hey this is a starting point of like hey this is a family business everyone's here to like family business everyone's here to like family business everyone's here to like follow their follow their follow their dream um and then we also do something dream um and then we also do something dream um and then we also do something where we just go hard on invites and where we just go hard on invites and where we just go hard on invites and inviting friends and inviting friends of inviting friends and inviting friends of inviting friends and inviting friends of friends and we try to avoid paid ads for friends and we try to avoid paid ads for friends and we try to avoid paid ads for the most part which is pretty unique so the most part which is pretty unique so the most part which is pretty unique so like for two months we were like open like for two months we were like open like for two months we were like open but not really open and we would just but not really open and we would just but not really open and we would just invite people in for free and I think invite people in for free and I think invite people in for free and I think that's something that most business that's something that most business that's something that most business owners especially new business owners owners especially new business owners owners especially new business owners don't want to do cuz it's like oh I'm don't want to do cuz it's like oh I'm don't want to do cuz it's like oh I'm not making any money when am I going to not making any money when am I going to not making any money when am I going to start making money and for us we're like start making money and for us we're like start making money and for us we're like oh that's not the point the point here oh that's not the point the point here oh that's not the point the point here is that if you come to other ship person is that if you come to other ship person is that if you come to other ship person on your left person on your right you're on your left person on your right you're on your left person on your right you're probably going to talk to them and if probably going to talk to them and if probably going to talk to them and if this person ran a marathon or you know this person ran a marathon or you know this person ran a marathon or you know Works in nutrition or works at a charity Works in nutrition or works at a charity Works in nutrition or works at a charity or you know plays on some kind of or you know plays on some kind of or you know plays on some kind of athletic team or uh is a rock climber or athletic team or uh is a rock climber or athletic team or uh is a rock climber or a biker does something like has a hobby a biker does something like has a hobby a biker does something like has a hobby it's going to improve your it's going to improve your it's going to improve your experience and so the way to you know
21:00experience and so the way to you know experience and so the way to you know kind of Select is to have people invite kind of Select is to have people invite kind of Select is to have people invite their own friends and so we just really their own friends and so we just really their own friends and so we just really leaned into having interesting people leaned into having interesting people leaned into having interesting people invite other interesting people and so invite other interesting people and so invite other interesting people and so by the time we'd open we already had by the time we'd open we already had by the time we'd open we already had 4,000 different people in which is like 4,000 different people in which is like 4,000 different people in which is like a insane it's massive number to to start a insane it's massive number to to start a insane it's massive number to to start with yeah we're already doing like we with yeah we're already doing like we with yeah we're already doing like we opened last week we're doing 200 people opened last week we're doing 200 people opened last week we're doing 200 people a day uh which is a number even in a day uh which is a number even in a day uh which is a number even in Toronto with the whole backyard setup we Toronto with the whole backyard setup we Toronto with the whole backyard setup we didn't hit for 10 months so I think the didn't hit for 10 months so I think the didn't hit for 10 months so I think the New York New York New York Community like the vibe in there right Community like the vibe in there right Community like the vibe in there right now is crazy it's like a it's so good now is crazy it's like a it's so good now is crazy it's like a it's so good people are so happy everyone's sharing people are so happy everyone's sharing people are so happy everyone's sharing and it's kind of a weird experience it's and it's kind of a weird experience it's and it's kind of a weird experience it's not for everybody like there's as you not for everybody like there's as you not for everybody like there's as you said like there's some Screaming they're said like there's some Screaming they're said like there's some Screaming they're singing they're sharing you know there's singing they're sharing you know there's singing they're sharing you know there's dancing like it's w it's a wild place dancing like it's w it's a wild place dancing like it's w it's a wild place and so in Toronto people are a little and so in Toronto people are a little and so in Toronto people are a little more reserved you know they come in like more reserved you know they come in like more reserved you know they come in like whoa this I don't know if this is for me whoa this I don't know if this is for me whoa this I don't know if this is for me and you know by the 10th time it's like and you know by the 10th time it's like and you know by the 10th time it's like yeah this is definitely for me and now yeah this is definitely for me and now yeah this is definitely for me and now it's like hey share I'm going to share it's like hey share I'm going to share it's like hey share I'm going to share everything is optional so you don't have everything is optional so you don't have everything is optional so you don't have to do any of this stuff which is part of to do any of this stuff which is part of to do any of this stuff which is part of the magic too it's like it's not a the magic too it's like it's not a the magic too it's like it's not a 2minute ice bath 10 seconds whatever you
22:002minute ice bath 10 seconds whatever you 2minute ice bath 10 seconds whatever you want you don't have to scream you don't want you don't have to scream you don't want you don't have to scream you don't have to share you don't have to do have to share you don't have to do have to share you don't have to do anything but you can and people by the anything but you can and people by the anything but you can and people by the 10th visit they're like so down to do 10th visit they're like so down to do 10th visit they're like so down to do these things but in New York first visit these things but in New York first visit these things but in New York first visit people are like hey a chance to scream people are like hey a chance to scream people are like hey a chance to scream everybody top of their lungs like oh and everybody top of their lungs like oh and everybody top of their lungs like oh and so I just feel the vibe people in New so I just feel the vibe people in New so I just feel the vibe people in New York are more social um more willing to York are more social um more willing to York are more social um more willing to try new things it's a bit of a lonlier try new things it's a bit of a lonlier try new things it's a bit of a lonlier place where there's more transplants so place where there's more transplants so place where there's more transplants so it it just feels like the community is it it just feels like the community is it it just feels like the community is ready here in a way that in Toronto took ready here in a way that in Toronto took ready here in a way that in Toronto took a bit longer to build I think it is a bit longer to build I think it is a bit longer to build I think it is ready there's one thing that I would ready there's one thing that I would ready there's one thing that I would like to emphasize because it seems like like to emphasize because it seems like like to emphasize because it seems like for you it was uh very clear and for you it was uh very clear and for you it was uh very clear and straightforward that when you decided to straightforward that when you decided to straightforward that when you decided to open the studio in New York City you open the studio in New York City you open the studio in New York City you would move here but not every would move here but not every would move here but not every entrepreneur thinks that way was there entrepreneur thinks that way was there entrepreneur thinks that way was there at least a little bit of hesitation or at least a little bit of hesitation or at least a little bit of hesitation or it was like crystal clear for you that it was like crystal clear for you that it was like crystal clear for you that if you are opening a studio you are
23:00if you are opening a studio you are if you are opening a studio you are moving over here because like you have moving over here because like you have moving over here because like you have relocated with your relocated with your relocated with your family uh and co-founders and you live family uh and co-founders and you live family uh and co-founders and you live in that house in Williamsburg and I feel in that house in Williamsburg and I feel in that house in Williamsburg and I feel that there is a great lesson learned for that there is a great lesson learned for that there is a great lesson learned for other people that are uh trying to other people that are uh trying to other people that are uh trying to expand somewhere or build their expand somewhere or build their expand somewhere or build their businesses outside of uh their home base businesses outside of uh their home base businesses outside of uh their home base and I have done that myself and I have and I have done that myself and I have and I have done that myself and I have people asking me about that but uh what people asking me about that but uh what people asking me about that but uh what was your thought process about it yeah I was your thought process about it yeah I was your thought process about it yeah I mean we knew we had to the whole team mean we knew we had to the whole team mean we knew we had to the whole team and we're even going to stay probably and we're even going to stay probably and we're even going to stay probably longer than we expected and we're going longer than we expected and we're going longer than we expected and we're going to spend a lot more time here than we to spend a lot more time here than we to spend a lot more time here than we thought and uh one that's a Hospitality thought and uh one that's a Hospitality thought and uh one that's a Hospitality business right and people want to the business right and people want to the business right and people want to the difference you can make as a co-founder difference you can make as a co-founder difference you can make as a co-founder being in the space and talking to people being in the space and talking to people being in the space and talking to people like the story they can tell you know so like the story they can tell you know so like the story they can tell you know so last night somebody was in and she last night somebody was in and she last night somebody was in and she shared during the class like hey I'm shared during the class like hey I'm shared during the class like hey I'm four years sober and this was an four years sober and this was an four years sober and this was an experience I never thought I could have experience I never thought I could have experience I never thought I could have again where I was having fun in a social again where I was having fun in a social again where I was having fun in a social setting so I went up to after and just setting so I went up to after and just setting so I went up to after and just said hey like you know I'm this is my
24:00said hey like you know I'm this is my said hey like you know I'm this is my journey too and I I want to gift you two journey too and I I want to gift you two journey too and I I want to gift you two we unlimited pass like [ __ ] yeah we unlimited pass like [ __ ] yeah we unlimited pass like [ __ ] yeah congrats she was like oh my God like are congrats she was like oh my God like are congrats she was like oh my God like are you serious like I can't believe like so you serious like I can't believe like so you serious like I can't believe like so like those moments if you do that every like those moments if you do that every like those moments if you do that every day you can have thousands of those and day you can have thousands of those and day you can have thousands of those and those are the connections that people those are the connections that people those are the connections that people then share and so being in the space I then share and so being in the space I then share and so being in the space I mean the other thing is every unit is mean the other thing is every unit is mean the other thing is every unit is new especially for us the size is new especially for us the size is new especially for us the size is increasing you know for for us we just increasing you know for for us we just increasing you know for for us we just did for the first time a party with this did for the first time a party with this did for the first time a party with this group called daybreaker morning party group called daybreaker morning party group called daybreaker morning party 6:00 a.m. to 9:00 a.m. and I would have 6:00 a.m. to 9:00 a.m. and I would have 6:00 a.m. to 9:00 a.m. and I would have never believed this was even possible in never believed this was even possible in never believed this was even possible in our space and if I hadn't seen it you our space and if I hadn't seen it you our space and if I hadn't seen it you know all of a sudden there's three know all of a sudden there's three know all of a sudden there's three saxophone players there's two trombone saxophone players there's two trombone saxophone players there's two trombone players there's a fire dancer there's a players there's a fire dancer there's a players there's a fire dancer there's a magician there's a DJ there's like magician there's a DJ there's like magician there's a DJ there's like hundreds of people dancing and I was hundreds of people dancing and I was hundreds of people dancing and I was like who whoa you know and if I wasn't like who whoa you know and if I wasn't like who whoa you know and if I wasn't here I couldn't have seen that and so I here I couldn't have seen that and so I here I couldn't have seen that and so I think the spaces keep changing in size think the spaces keep changing in size think the spaces keep changing in size and so you have to be on the flow you and so you have to be on the flow you and so you have to be on the flow you know for New York we have we don't have know for New York we have we don't have know for New York we have we don't have Co Chang rooms they're completely Co Chang rooms they're completely Co Chang rooms they're completely different and so how does that work when
25:00different and so how does that work when different and so how does that work when people come in like how do they sit in people come in like how do they sit in people come in like how do they sit in the tea Lounge this one is completely the tea Lounge this one is completely the tea Lounge this one is completely circular stadium seating how do they circular stadium seating how do they circular stadium seating how do they move into the sauna how do they move move into the sauna how do they move move into the sauna how do they move into the ice bath so I think when you're into the ice bath so I think when you're into the ice bath so I think when you're doing something in real life uh and doing something in real life uh and doing something in real life uh and you're relatively new like every Studio you're relatively new like every Studio you're relatively new like every Studio every ship for us it counts if like every ship for us it counts if like every ship for us it counts if like there's a Miss in the first 10 it can there's a Miss in the first 10 it can there's a Miss in the first 10 it can destroy SL really hamper the business so destroy SL really hamper the business so destroy SL really hamper the business so New York as a market it's probably our New York as a market it's probably our New York as a market it's probably our most important Market the studio is our most important Market the studio is our most important Market the studio is our Flagship it's significantly more Flagship it's significantly more Flagship it's significantly more expensive it's significantly larger and expensive it's significantly larger and expensive it's significantly larger and so there's just no question that our so there's just no question that our so there's just no question that our whole team would live here like whatever whole team would live here like whatever whole team would live here like whatever it takes like I had done in the first it takes like I had done in the first it takes like I had done in the first month 50 classes myself in the first month 50 classes myself in the first month 50 classes myself in the first like couple weeks you know to the point like couple weeks you know to the point like couple weeks you know to the point where I was like dehydrated and feeling where I was like dehydrated and feeling where I was like dehydrated and feeling hung over every morning but I would just hung over every morning but I would just hung over every morning but I would just wanted to be in there watching and I wanted to be in there watching and I wanted to be in there watching and I think if you want to build something think if you want to build something think if you want to build something great that is the level of detail that's great that is the level of detail that's great that is the level of detail that's required I think it's a great required I think it's a great required I think it's a great inspiration for others so they get a inspiration for others so they get a inspiration for others so they get a sense of how much it takes to build
26:00sense of how much it takes to build sense of how much it takes to build something and really pursue your dreams something and really pursue your dreams something and really pursue your dreams because like it's very hard to do because like it's very hard to do because like it's very hard to do something like this or attempt to do uh something like this or attempt to do uh something like this or attempt to do uh to do that remotely right if if you are to do that remotely right if if you are to do that remotely right if if you are not there if you are not living and not there if you are not living and not there if you are not living and breathing then uh uh it's it's likely breathing then uh uh it's it's likely breathing then uh uh it's it's likely not going to go well yeah just like not going to go well yeah just like not going to go well yeah just like what's your level of sacrifice like what what's your level of sacrifice like what what's your level of sacrifice like what are you willing to give up and like for are you willing to give up and like for are you willing to give up and like for me it's like pretty much everything you me it's like pretty much everything you me it's like pretty much everything you know so like friends my only friend are know so like friends my only friend are know so like friends my only friend are those that I work with CU I just just those that I work with CU I just just those that I work with CU I just just don't have time and so my five don't have time and so my five don't have time and so my five co-founders are my my best friends and co-founders are my my best friends and co-founders are my my best friends and my my sister even works for us and my my sister even works for us and my my sister even works for us and that's who I spend 98% of my time with that's who I spend 98% of my time with that's who I spend 98% of my time with um Health you know I'm not I'm not um Health you know I'm not I'm not um Health you know I'm not I'm not spending too much time working out spending too much time working out spending too much time working out anymore which was like a massive passion anymore which was like a massive passion anymore which was like a massive passion for me so mostly like most of my time is for me so mostly like most of my time is for me so mostly like most of my time is with my wife and like thank God she with my wife and like thank God she with my wife and like thank God she works with me and we work together works with me and we work together works with me and we work together because it allows us to uh maintain a because it allows us to uh maintain a because it allows us to uh maintain a really strong relationship because really strong relationship because really strong relationship because there's so much commonality there like there's so much commonality there like there's so much commonality there like if I did if we didn't work together it if I did if we didn't work together it if I did if we didn't work together it it would be tough so so my relationship
27:00it would be tough so so my relationship it would be tough so so my relationship my work and then my son are my most my work and then my son are my most my work and then my son are my most important things but outside of that important things but outside of that important things but outside of that I've like I've given up everything else I've like I've given up everything else I've like I've given up everything else in my life to to do this and it's it's in my life to to do this and it's it's in my life to to do this and it's it's you know I was thinking about it the you know I was thinking about it the you know I was thinking about it the other day like I there's times like I other day like I there's times like I other day like I there's times like I want to quit obviously because it's just want to quit obviously because it's just want to quit obviously because it's just so hard and you know we're over budget so hard and you know we're over budget so hard and you know we're over budget and delayed and it's afraid if it's and delayed and it's afraid if it's and delayed and it's afraid if it's going to work going to work going to work and um yeah I was just like [ __ ] I don't and um yeah I was just like [ __ ] I don't and um yeah I was just like [ __ ] I don't am I the right person can I even do this am I the right person can I even do this am I the right person can I even do this and and um I think back like man there and and um I think back like man there and and um I think back like man there was a year where I like didn't even take was a year where I like didn't even take was a year where I like didn't even take a day off and so it's just uh the a day off and so it's just uh the a day off and so it's just uh the sacrifice to build something amazing is sacrifice to build something amazing is sacrifice to build something amazing is like is is pretty me where do you take like is is pretty me where do you take like is is pretty me where do you take the willpower to do all of that I know the willpower to do all of that I know the willpower to do all of that I know that you have gone through a very that you have gone through a very that you have gone through a very transformational uh experience and you transformational uh experience and you transformational uh experience and you mentioned that uh uh you have been sober mentioned that uh uh you have been sober mentioned that uh uh you have been sober for many years I also quit drinking four for many years I also quit drinking four for many years I also quit drinking four years ago and due to health reasons and years ago and due to health reasons and years ago and due to health reasons and so I I can I can totally relate to that
28:00so I I can I can totally relate to that so I I can I can totally relate to that but uh what's your source source of the but uh what's your source source of the but uh what's your source source of the willpower to be able to accomplish I willpower to be able to accomplish I willpower to be able to accomplish I think it's a I think it's a mix so think it's a I think it's a mix so think it's a I think it's a mix so there's different parts of me that have there's different parts of me that have there's different parts of me that have different desires and like sometimes one different desires and like sometimes one different desires and like sometimes one desire will take over so like right now desire will take over so like right now desire will take over so like right now uh we've put in a bunch of money into uh we've put in a bunch of money into uh we've put in a bunch of money into the business and so like safety like if the business and so like safety like if the business and so like safety like if this is to go badly we're kind of all in this is to go badly we're kind of all in this is to go badly we're kind of all in and I have a son and so there's just and I have a son and so there's just and I have a son and so there's just like wow this needs this needs to work like wow this needs this needs to work like wow this needs this needs to work like like like otherwise you know I'm I'm going to be otherwise you know I'm I'm going to be otherwise you know I'm I'm going to be bankrupt and so there's some fear and bankrupt and so there's some fear and bankrupt and so there's some fear and like safety so that's one driving force like safety so that's one driving force like safety so that's one driving force that obviously wasn't there at the start that obviously wasn't there at the start that obviously wasn't there at the start that's there that's there that's there recently um but at the start you know a recently um but at the start you know a recently um but at the start you know a big one is just making big one is just making big one is just making something special and unique and so just something special and unique and so just something special and unique and so just just like you mentioned my passions are just like you mentioned my passions are just like you mentioned my passions are transformation you know I was changing transformation you know I was changing transformation you know I was changing my my life and I did that through hot my my life and I did that through hot my my life and I did that through hot cold breath work community and so this cold breath work community and so this cold breath work community and so this product is a function of like what product is a function of like what product is a function of like what worked for me and so I've never really worked for me and so I've never really worked for me and so I've never really created anything before this is kind of
29:00created anything before this is kind of created anything before this is kind of the first where I was involved in like the first where I was involved in like the first where I was involved in like building the product and the idea and building the product and the idea and building the product and the idea and the brand and everything from scratch the brand and everything from scratch the brand and everything from scratch and so there's this feeling of just like and so there's this feeling of just like and so there's this feeling of just like wow I want to [ __ ] make something wow I want to [ __ ] make something wow I want to [ __ ] make something that's like the best in the world and it that's like the best in the world and it that's like the best in the world and it is and it's it's new and it's something is and it's it's new and it's something is and it's it's new and it's something we made and and that feeling of just we made and and that feeling of just we made and and that feeling of just like pride of going into a class and like pride of going into a class and like pride of going into a class and like okay I think we can make these like okay I think we can make these like okay I think we can make these couple things better I think like you couple things better I think like you couple things better I think like you know New York is better in this way than know New York is better in this way than know New York is better in this way than men uh than than Yorkville there's like men uh than than Yorkville there's like men uh than than Yorkville there's like sparkling water on top there's like the sparkling water on top there's like the sparkling water on top there's like the sound system there's subwoofers in the sound system there's subwoofers in the sound system there's subwoofers in the benches the classes are new and just benches the classes are new and just benches the classes are new and just continuously um making something better continuously um making something better continuously um making something better and like the joy of like how much hard and like the joy of like how much hard and like the joy of like how much hard work that is and seeing someone's face work that is and seeing someone's face work that is and seeing someone's face and how good it can be it's really a and how good it can be it's really a and how good it can be it's really a powerful motivator um but even that powerful motivator um but even that powerful motivator um but even that sometimes I'm like [ __ ] who cares like sometimes I'm like [ __ ] who cares like sometimes I'm like [ __ ] who cares like you know I don't want to do this anymore you know I don't want to do this anymore you know I don't want to do this anymore so then there there's like ego as well so then there there's like ego as well so then there there's like ego as well of like okay we built this thing in of like okay we built this thing in of like okay we built this thing in Toronto like I want to I want to do it Toronto like I want to I want to do it Toronto like I want to I want to do it in New York like can I do it you know in New York like can I do it you know in New York like can I do it you know the same reason people are crazy I'm a the same reason people are crazy I'm a the same reason people are crazy I'm a little crazy it's just like can I I want
30:00little crazy it's just like can I I want little crazy it's just like can I I want to test myself like I lived in a cave to test myself like I lived in a cave to test myself like I lived in a cave for eight days in complete darkness I'm for eight days in complete darkness I'm for eight days in complete darkness I'm just like can I do it like I I don't just like can I do it like I I don't just like can I do it like I I don't really know of any Canadian brands in really know of any Canadian brands in really know of any Canadian brands in the health and wellness space that the health and wellness space that the health and wellness space that aren't franchised that like started from aren't franchised that like started from aren't franchised that like started from scratch and came to New York and crushed scratch and came to New York and crushed scratch and came to New York and crushed it and I was just everyone's like you're it and I was just everyone's like you're it and I was just everyone's like you're you're not going to you're not going to you're not going to you're not going to you're not going to you're not going to make it like that's what people were make it like that's what people were make it like that's what people were like oh are you sure and so it was just like oh are you sure and so it was just like oh are you sure and so it was just like from an ego standpoint like can I like from an ego standpoint like can I like from an ego standpoint like can I [ __ ] do this I want to see so there's [ __ ] do this I want to see so there's [ __ ] do this I want to see so there's like sometimes that like sometimes that like sometimes that sometimes just being so proud of what sometimes just being so proud of what sometimes just being so proud of what we're building sometimes being scared we're building sometimes being scared we're building sometimes being scared about financials and like this has to about financials and like this has to about financials and like this has to succeed so it's a it's a mix and like succeed so it's a it's a mix and like succeed so it's a it's a mix and like some days one really resonates and some some days one really resonates and some some days one really resonates and some days others don't and some days I'm like days others don't and some days I'm like days others don't and some days I'm like [ __ ] I wish I just never never did this [ __ ] I wish I just never never did this [ __ ] I wish I just never never did this at all so it's it's hardcore do you feel at all so it's it's hardcore do you feel at all so it's it's hardcore do you feel like New York is one of the toughest like New York is one of the toughest like New York is one of the toughest markets where you could possibly open I markets where you could possibly open I markets where you could possibly open I think just to just to test out the think just to just to test out the think just to just to test out the concept in some way like in some ways concept in some way like in some ways concept in some way like in some ways the demand is here so if you build the demand is here so if you build the demand is here so if you build something great like the people will something great like the people will something great like the people will come so that's amazing but in other ways come so that's amazing but in other ways come so that's amazing but in other ways it's just really expensive like it's so it's just really expensive like it's so it's just really expensive like it's so expensive you know in in comparison to
31:00expensive you know in in comparison to expensive you know in in comparison to any other city in the US it's like one any other city in the US it's like one any other city in the US it's like one of the most expensive places you can of the most expensive places you can of the most expensive places you can build and then for a bath house build and then for a bath house build and then for a bath house specifically the code is quite intense specifically the code is quite intense specifically the code is quite intense and that's not something we realized in and that's not something we realized in and that's not something we realized in advance so we ran into a ton of problems advance so we ran into a ton of problems advance so we ran into a ton of problems with construction so just the what the with construction so just the what the with construction so just the what the consumer expects is much more refined consumer expects is much more refined consumer expects is much more refined than in many places because the level of than in many places because the level of than in many places because the level of service and what's available is so high service and what's available is so high service and what's available is so high you're also competing against like every you're also competing against like every you're also competing against like every Broadway show and movie in production Broadway show and movie in production Broadway show and movie in production and restaurant and so like the best of and restaurant and so like the best of and restaurant and so like the best of the best in the entire world is here um the best in the entire world is here um the best in the entire world is here um so just the the margin for so just the the margin for so just the the margin for erir is much smaller so like your risk erir is much smaller so like your risk erir is much smaller so like your risk is much higher like if you were starting is much higher like if you were starting is much higher like if you were starting a new concept like chain places don't a new concept like chain places don't a new concept like chain places don't even bother in New York they'll start in even bother in New York they'll start in even bother in New York they'll start in like Houston or Texas or somewhere where like Houston or Texas or somewhere where like Houston or Texas or somewhere where the customer is more lenient it's the customer is more lenient it's the customer is more lenient it's cheaper um however if you open something cheaper um however if you open something cheaper um however if you open something truly unique and great New York is the truly unique and great New York is the truly unique and great New York is the best city to open in and yeah we had all best city to open in and yeah we had all best city to open in and yeah we had all these fuckups and it was super hard and these fuckups and it was super hard and these fuckups and it was super hard and like my hair's falling out and I was
32:00like my hair's falling out and I was like my hair's falling out and I was crying and I wanted to quit but now crying and I wanted to quit but now crying and I wanted to quit but now we're open and like you know already we're open and like you know already we're open and like you know already today we had more people than either today we had more people than either today we had more people than either Toronto location and it's July in a heat Toronto location and it's July in a heat Toronto location and it's July in a heat wve and we've been open six days so it's wve and we've been open six days so it's wve and we've been open six days so it's like once you're open and if you rip it like once you're open and if you rip it like once you're open and if you rip it in New York you know from a brand in New York you know from a brand in New York you know from a brand perspective like everybody's here people perspective like everybody's here people perspective like everybody's here people are talking about it celebrities are are talking about it celebrities are are talking about it celebrities are coming in like it's [ __ ] it's like I coming in like it's [ __ ] it's like I coming in like it's [ __ ] it's like I I saw something the other day where I saw something the other day where I saw something the other day where somebody was like yeah she was from somebody was like yeah she was from somebody was like yeah she was from Brooklyn she's just like yeah Brooklyn's Brooklyn she's just like yeah Brooklyn's Brooklyn she's just like yeah Brooklyn's the coolest place in the world like the coolest place in the world like the coolest place in the world like people are like in Berlin and saying oh people are like in Berlin and saying oh people are like in Berlin and saying oh that's the Brooklyn of Berlin it's cuz that's the Brooklyn of Berlin it's cuz that's the Brooklyn of Berlin it's cuz nobody's like saying oh Brooklyn's the nobody's like saying oh Brooklyn's the nobody's like saying oh Brooklyn's the ex of somewhere else it's [ __ ] ex of somewhere else it's [ __ ] ex of somewhere else it's [ __ ] Brooklyn you know so it's just like New Brooklyn you know so it's just like New Brooklyn you know so it's just like New York is to me the coolest place in the York is to me the coolest place in the York is to me the coolest place in the world so so now I think it's really hard world so so now I think it's really hard world so so now I think it's really hard and it's really risky but if you make it and it's really risky but if you make it and it's really risky but if you make it like [ __ ] yeah so you mentioned that uh like [ __ ] yeah so you mentioned that uh like [ __ ] yeah so you mentioned that uh it's extremely expensive to build it out it's extremely expensive to build it out it's extremely expensive to build it out here so assume you had to convince a lot here so assume you had to convince a lot here so assume you had to convince a lot of investors to uh gather all the of investors to uh gather all the of investors to uh gather all the necessary resources what was the process
33:00necessary resources what was the process necessary resources what was the process uh of uh going through that from the uh of uh going through that from the uh of uh going through that from the very beginning even with the locations very beginning even with the locations very beginning even with the locations in Toronto so because you were bringing in Toronto so because you were bringing in Toronto so because you were bringing something very new right so how do you something very new right so how do you something very new right so how do you convince uh investors to put their money convince uh investors to put their money convince uh investors to put their money down into a relatively new thing yeah it down into a relatively new thing yeah it down into a relatively new thing yeah it was almost impossible you know like to was almost impossible you know like to was almost impossible you know like to get started people were like laughing in get started people were like laughing in get started people were like laughing in my face like what are you talking about my face like what are you talking about my face like what are you talking about like you're sending me pictures of a like you're sending me pictures of a like you're sending me pictures of a [ __ ] horse trough in the back in your [ __ ] horse trough in the back in your [ __ ] horse trough in the back in your backyard you know and so we had to sell backyard you know and so we had to sell backyard you know and so we had to sell fund the first one and kind of show like fund the first one and kind of show like fund the first one and kind of show like hey we have Traction in this garage to hey we have Traction in this garage to hey we have Traction in this garage to something special here and then you know something special here and then you know something special here and then you know between me and my five co-founders we between me and my five co-founders we between me and my five co-founders we just were like yeah we believe in it so just were like yeah we believe in it so just were like yeah we believe in it so we put our we signed a lease in Co which we put our we signed a lease in Co which we put our we signed a lease in Co which is also like crazy like when the first is also like crazy like when the first is also like crazy like when the first vaccine came out we saw a good deal vaccine came out we saw a good deal vaccine came out we saw a good deal because a lot of stuff was closing down because a lot of stuff was closing down because a lot of stuff was closing down we took it and we're like going to build we took it and we're like going to build we took it and we're like going to build and people were like yo are you guys and people were like yo are you guys and people were like yo are you guys sure like this is crazy you know sure like this is crazy you know sure like this is crazy you know remember like the first piece of PR in remember like the first piece of PR in remember like the first piece of PR in the comments people like this is the comments people like this is the comments people like this is disgusting no one will ever group sauna
34:00disgusting no one will ever group sauna disgusting no one will ever group sauna ever again like sauna culture is dead ever again like sauna culture is dead ever again like sauna culture is dead like you guys are bozos and it's like like you guys are bozos and it's like like you guys are bozos and it's like whoa okay so we built that first one and whoa okay so we built that first one and whoa okay so we built that first one and then right when that first one was open then right when that first one was open then right when that first one was open it was just like pretty clear that there it was just like pretty clear that there it was just like pretty clear that there was something special um you know there was something special um you know there was something special um you know there was 3 week weight lists for classes was 3 week weight lists for classes was 3 week weight lists for classes people like what people were saying like people like what people were saying like people like what people were saying like there was instantly hundreds of reviews there was instantly hundreds of reviews there was instantly hundreds of reviews like five star so just I was like whoa like five star so just I was like whoa like five star so just I was like whoa this is different and so this is different and so this is different and so luckily um one of our investors came luckily um one of our investors came luckily um one of our investors came our lead investor who it was the reason our lead investor who it was the reason our lead investor who it was the reason we actually came to New York and he just we actually came to New York and he just we actually came to New York and he just said hey this is like I've never said hey this is like I've never said hey this is like I've never experienced something like this and he's experienced something like this and he's experienced something like this and he's like you know I've done CrossFit I was a like you know I've done CrossFit I was a like you know I've done CrossFit I was a big crossfitter uh you know I've done big crossfitter uh you know I've done big crossfitter uh you know I've done Boutique Fitness I've been to berries I Boutique Fitness I've been to berries I Boutique Fitness I've been to berries I love berries I like I've seen consumer love berries I like I've seen consumer love berries I like I've seen consumer Brands he's like I've never seen Brands he's like I've never seen Brands he's like I've never seen anything like this and he's like this anything like this and he's like this anything like this and he's like this doesn't exist you need to go like once doesn't exist you need to go like once doesn't exist you need to go like once it's kind of interesting too cuz once it's kind of interesting too cuz once it's kind of interesting too cuz once you do it it's like so obvious it's like you do it it's like so obvious it's like you do it it's like so obvious it's like an experience where you oh my god of an experience where you oh my god of an experience where you oh my god of course you would do this in the sauna
35:00course you would do this in the sauna course you would do this in the sauna there's no phones like everybody's there's no phones like everybody's there's no phones like everybody's together like this is amazing place to together like this is amazing place to together like this is amazing place to see a performance and so it was see a performance and so it was see a performance and so it was something that's like kind of a secret something that's like kind of a secret something that's like kind of a secret that we stumbled onto but then it's that we stumbled onto but then it's that we stumbled onto but then it's obvious once you do it and he was just obvious once you do it and he was just obvious once you do it and he was just like you if you want to be the person like you if you want to be the person like you if you want to be the person who builds this brand you should go I've who builds this brand you should go I've who builds this brand you should go I've kind of changed my mind about how fast kind of changed my mind about how fast kind of changed my mind about how fast we needed to go but at that time I was we needed to go but at that time I was we needed to go but at that time I was like we need to go fast yeah you're like we need to go fast yeah you're like we need to go fast yeah you're right and so also though the business right and so also though the business right and so also though the business was really profitable so I was like ah was really profitable so I was like ah was really profitable so I was like ah do I really want to do this like it's do I really want to do this like it's do I really want to do this like it's signing up for so much stress but part signing up for so much stress but part signing up for so much stress but part part of me was like they have really part of me was like they have really part of me was like they have really good life part of me was like no let's good life part of me was like no let's good life part of me was like no let's [ __ ] go for it you know and so uh he [ __ ] go for it you know and so uh he [ __ ] go for it you know and so uh he he offered to invest like a really he offered to invest like a really he offered to invest like a really positive valuation for us um and then I positive valuation for us um and then I positive valuation for us um and then I had to take that and you know he put up had to take that and you know he put up had to take that and you know he put up half the money of the $8 million and half the money of the $8 million and half the money of the $8 million and then I needed to raise the other four then I needed to raise the other four then I needed to raise the other four and it took hundreds of conversations and it took hundreds of conversations and it took hundreds of conversations and and lots of Nos and it was tough and and and lots of Nos and it was tough and and and lots of Nos and it was tough and people were like you know he invested people were like you know he invested people were like you know he invested because he' been in Toronto and he knew because he' been in Toronto and he knew because he' been in Toronto and he knew me and we'd work together in crypto and
36:00me and we'd work together in crypto and me and we'd work together in crypto and he had just had deep trust and like my he had just had deep trust and like my he had just had deep trust and like my skills and our team skills as an skills and our team skills as an skills and our team skills as an entrepreneur or passion but if you're entrepreneur or passion but if you're entrepreneur or passion but if you're talking to a stranger that lives in La talking to a stranger that lives in La talking to a stranger that lives in La like you know like who the [ __ ] are you like you know like who the [ __ ] are you like you know like who the [ __ ] are you guys from Toronto like building a guys from Toronto like building a guys from Toronto like building a wellness thing like what are you talking wellness thing like what are you talking wellness thing like what are you talking about you know like hot cold like what about you know like hot cold like what about you know like hot cold like what even is that so like I would go on to even is that so like I would go on to even is that so like I would go on to calls and people would be like like this calls and people would be like like this calls and people would be like like this is a joke like this is never going to is a joke like this is never going to is a joke like this is never going to work like and i' I'd show like look at work like and i' I'd show like look at work like and i' I'd show like look at the numbers like they're amazing and the numbers like they're amazing and the numbers like they're amazing and still um you know so and that was tough still um you know so and that was tough still um you know so and that was tough because I believe so much in the product because I believe so much in the product because I believe so much in the product and I loved it so much and I would do 14 and I loved it so much and I would do 14 and I loved it so much and I would do 14 meetings a day like just drink coffee meetings a day like just drink coffee meetings a day like just drink coffee and then do 14 pitches and I did that and then do 14 pitches and I did that and then do 14 pitches and I did that for like six weeks and uh to get so many for like six weeks and uh to get so many for like six weeks and uh to get so many knows it makes you question like is this knows it makes you question like is this knows it makes you question like is this business good is it like a scalable business good is it like a scalable business good is it like a scalable model is it going to work and but you model is it going to work and but you model is it going to work and but you know we just persevered and closed the know we just persevered and closed the know we just persevered and closed the money and uh now have investors like money and uh now have investors like money and uh now have investors like every week reaching out like oh please every week reaching out like oh please every week reaching out like oh please yeah exactly so it's a completely yeah exactly so it's a completely yeah exactly so it's a completely different story now that we're in New different story now that we're in New different story now that we're in New York Mar it's even more like one reaches York Mar it's even more like one reaches York Mar it's even more like one reaches out every day and so it's just a
37:00out every day and so it's just a out every day and so it's just a different a different vibe but it was so different a different vibe but it was so different a different vibe but it was so hard to build something new and get hard to build something new and get hard to build something new and get started and it can shake your confidence started and it can shake your confidence started and it can shake your confidence a lot and I feel like they can they can a lot and I feel like they can they can a lot and I feel like they can they can also uh come to test it out themselves also uh come to test it out themselves also uh come to test it out themselves right yeah exactly that was a big that right yeah exactly that was a big that right yeah exactly that was a big that was a big thing like it's something you was a big thing like it's something you was a big thing like it's something you have to experience and most people like have to experience and most people like have to experience and most people like also you know three years ago when we also you know three years ago when we also you know three years ago when we did the series a people don't even know did the series a people don't even know did the series a people don't even know what a ice bath is you know like oh what a ice bath is you know like oh what a ice bath is you know like oh we've seen Wim Hoff it's weird thing we've seen Wim Hoff it's weird thing we've seen Wim Hoff it's weird thing I've heard about an Instagram now it's I've heard about an Instagram now it's I've heard about an Instagram now it's like it's not really oh an ice bath like it's not really oh an ice bath like it's not really oh an ice bath anymore it's like hey that's like anymore it's like hey that's like anymore it's like hey that's like exercise like contrast therapy is kind exercise like contrast therapy is kind exercise like contrast therapy is kind of of of and it continues to grow but in 10 years and it continues to grow but in 10 years and it continues to grow but in 10 years it'll just be something you know like it'll just be something you know like it'll just be something you know like yoga was a weird thing uh when I was yoga was a weird thing uh when I was yoga was a weird thing uh when I was young and people what yoga and now like young and people what yoga and now like young and people what yoga and now like of course yoga like it's obvious you of course yoga like it's obvious you of course yoga like it's obvious you know and so this will be the same as know and so this will be the same as know and so this will be the same as that so what do you think is going to that so what do you think is going to that so what do you think is going to happen with the space because there's happen with the space because there's happen with the space because there's not many uh competitors that you would not many uh competitors that you would not many uh competitors that you would have at this point right um but uh it's have at this point right um but uh it's have at this point right um but uh it's a growing Trend and uh I think that uh a growing Trend and uh I think that uh a growing Trend and uh I think that uh the whole uh uh Wellness space is uh up
38:00the whole uh uh Wellness space is uh up the whole uh uh Wellness space is uh up for A disruption how do you see the the for A disruption how do you see the the for A disruption how do you see the the future of uh what's going to be future of uh what's going to be future of uh what's going to be happening yeah I mean I feel Wellness in happening yeah I mean I feel Wellness in happening yeah I mean I feel Wellness in general will just continue to grow like general will just continue to grow like general will just continue to grow like pretty exponentially and so the focus pretty exponentially and so the focus pretty exponentially and so the focus will move from Fitness which will also will move from Fitness which will also will move from Fitness which will also continue to grow just to to General continue to grow just to to General continue to grow just to to General Health like people want to feel good and Health like people want to feel good and Health like people want to feel good and there's just a ton of science around there's just a ton of science around there's just a ton of science around this stuff and it's becoming almost cool this stuff and it's becoming almost cool this stuff and it's becoming almost cool to be healthy whereas like in my 20s you to be healthy whereas like in my 20s you to be healthy whereas like in my 20s you know drinking partying like fashion that know drinking partying like fashion that know drinking partying like fashion that stuff was like cool and now a lot of 20 stuff was like cool and now a lot of 20 stuff was like cool and now a lot of 20 25 year olds come into other ship 25 year olds come into other ship 25 year olds come into other ship because that's cool to like take care of because that's cool to like take care of because that's cool to like take care of your mental health so I think culture your mental health so I think culture your mental health so I think culture has shifted and wellness is playing a has shifted and wellness is playing a has shifted and wellness is playing a bigger part in culture so that that's bigger part in culture so that that's bigger part in culture so that that's like the broader picture I think people like the broader picture I think people like the broader picture I think people want to drink less alcohol you know due want to drink less alcohol you know due want to drink less alcohol you know due to like wearables podcasts like it's to like wearables podcasts like it's to like wearables podcasts like it's just become obvious how bad alcohol is just become obvious how bad alcohol is just become obvious how bad alcohol is for you and there's a lot of people that for you and there's a lot of people that for you and there's a lot of people that want to perform and feel good and so I want to perform and feel good and so I want to perform and feel good and so I think there's a mega trend of like what think there's a mega trend of like what think there's a mega trend of like what do you do if you're not drinking alcohol do you do if you're not drinking alcohol do you do if you're not drinking alcohol and so to me the future is that like and so to me the future is that like and so to me the future is that like people will be looking for entertainment people will be looking for entertainment people will be looking for entertainment in person connection that's not based on in person connection that's not based on in person connection that's not based on alcohol and I think you'll see you know
39:00alcohol and I think you'll see you know alcohol and I think you'll see you know Equinox all these major gyms will have Equinox all these major gyms will have Equinox all these major gyms will have Sonic C PL you're already kind of seeing Sonic C PL you're already kind of seeing Sonic C PL you're already kind of seeing it with like lifetime they have some in it with like lifetime they have some in it with like lifetime they have some in some equinoxes there's two uh similar some equinoxes there's two uh similar some equinoxes there's two uh similar places in Toronto that have opened uh places in Toronto that have opened uh places in Toronto that have opened uh that are similar to other ships so they that are similar to other ships so they that are similar to other ships so they just will be many many many like I think just will be many many many like I think just will be many many many like I think it'll be very common like in Finland it'll be very common like in Finland it'll be very common like in Finland where there's more saunas than people uh where there's more saunas than people uh where there's more saunas than people uh and so I see every Hotel will have hot and so I see every Hotel will have hot and so I see every Hotel will have hot cold you might see it in co-working cold you might see it in co-working cold you might see it in co-working place places it'll be in all Spas place places it'll be in all Spas place places it'll be in all Spas there'll just be many many many places there'll just be many many many places there'll just be many many many places to to use these services and it will to to use these services and it will to to use these services and it will become normal and I just also think the become normal and I just also think the become normal and I just also think the demand will 10 50 100x what it is now demand will 10 50 100x what it is now demand will 10 50 100x what it is now what is your appetite now that uh you what is your appetite now that uh you what is your appetite now that uh you know you have taken the hard decision to know you have taken the hard decision to know you have taken the hard decision to move over to New York and uh open a move over to New York and uh open a move over to New York and uh open a studio here and seems like it's all studio here and seems like it's all studio here and seems like it's all going well not not without some going well not not without some going well not not without some struggles of course but uh what is what struggles of course but uh what is what struggles of course but uh what is what is your appetite going forward you are is your appetite going forward you are is your appetite going forward you are working on an another studio and
40:00working on an another studio and working on an another studio and Williamsburg and uh yeah so we have one Williamsburg and uh yeah so we have one Williamsburg and uh yeah so we have one where where do you see yourself headed where where do you see yourself headed where where do you see yourself headed after yeah I mean I think we can build after yeah I mean I think we can build after yeah I mean I think we can build 10 just in Manhattan and Brooklyn like 10 just in Manhattan and Brooklyn like 10 just in Manhattan and Brooklyn like no problem uh in terms of demand and So no problem uh in terms of demand and So no problem uh in terms of demand and So the plan is to make New York our home the plan is to make New York our home the plan is to make New York our home base and to add one every six nine base and to add one every six nine base and to add one every six nine months a year something like that but to months a year something like that but to months a year something like that but to really uh build out in New York because really uh build out in New York because really uh build out in New York because the customer for us is here I think the customer for us is here I think the customer for us is here I think expansion into New Jersey Boston expansion into New Jersey Boston expansion into New Jersey Boston Washington Chicago uh Philadelphia would Washington Chicago uh Philadelphia would Washington Chicago uh Philadelphia would be possible you know I think that be possible you know I think that be possible you know I think that definitely like Los Angeles San definitely like Los Angeles San definitely like Los Angeles San Francisco Miami all these places can Francisco Miami all these places can Francisco Miami all these places can support hot cold Studios and what makes support hot cold Studios and what makes support hot cold Studios and what makes us different we're trying to be a bit us different we're trying to be a bit us different we're trying to be a bit larger so we can have 250 person djed larger so we can have 250 person djed larger so we can have 250 person djed parties so we can have comedy nights parties so we can have comedy nights parties so we can have comedy nights with comedians you know so I think um with comedians you know so I think um with comedians you know so I think um the the the more elevated the product is the harder more elevated the product is the harder more elevated the product is the harder it is to copy and so I see a place where it is to copy and so I see a place where it is to copy and so I see a place where there's a number of in-person Studios 50 there's a number of in-person Studios 50 there's a number of in-person Studios 50 100 over a 20-year period 100 over a 20-year period 100 over a 20-year period there's an app that then ties them there's an app that then ties them there's an app that then ties them together and so this is where you know
41:00together and so this is where you know together and so this is where you know I'm looking forward to working with you I'm looking forward to working with you I'm looking forward to working with you in the future but I I would really like in the future but I I would really like in the future but I I would really like you move to a city you don't know many you move to a city you don't know many you move to a city you don't know many people you know you belong in the other people you know you belong in the other people you know you belong in the other ship Community you join uh you get ship Community you join uh you get ship Community you join uh you get grouped with other people you meet them grouped with other people you meet them grouped with other people you meet them you then use the space together you can you then use the space together you can you then use the space together you can connect with them on the app you can connect with them on the app you can connect with them on the app you can share stats you can have channels you share stats you can have channels you share stats you can have channels you can chat we can have uh dating nights can chat we can have uh dating nights can chat we can have uh dating nights and parties and then uh you know I would and parties and then uh you know I would and parties and then uh you know I would love to see like a retreat also so maybe love to see like a retreat also so maybe love to see like a retreat also so maybe you get group grouped in with your 20 you get group grouped in with your 20 you get group grouped in with your 20 people at other ship that you come to people at other ship that you come to people at other ship that you come to other ship with every week and then you other ship with every week and then you other ship with every week and then you all go on Retreat together maybe we all go on Retreat together maybe we all go on Retreat together maybe we build a retreat maybe we partner we build a retreat maybe we partner we build a retreat maybe we partner we probably start it off the same way we probably start it off the same way we probably start it off the same way we start off the app where we like partner start off the app where we like partner start off the app where we like partner with the retreat center and send people with the retreat center and send people with the retreat center and send people there and then eventually have another there and then eventually have another there and then eventually have another ship retreat but I would love it if in ship retreat but I would love it if in ship retreat but I would love it if in the person's life in these cities you go the person's life in these cities you go the person's life in these cities you go to other ship weekly use the app daily to other ship weekly use the app daily to other ship weekly use the app daily meet your friends through it go to meet your friends through it go to meet your friends through it go to retreat once a year that's like super retreat once a year that's like super retreat once a year that's like super fun to do a bit of deeper work and then fun to do a bit of deeper work and then fun to do a bit of deeper work and then have these cohorts um maybe have have these cohorts um maybe have have these cohorts um maybe have something like zoom in an app where you something like zoom in an app where you something like zoom in an app where you know the 10 people you you talk through
42:00know the 10 people you you talk through know the 10 people you you talk through in a group therapy style once a week as in a group therapy style once a week as in a group therapy style once a week as well so it's once in person once on the well so it's once in person once on the well so it's once in person once on the app so I see a world in which we can app so I see a world in which we can app so I see a world in which we can reduce loneliness and uh help people reduce loneliness and uh help people reduce loneliness and uh help people just feel better and that's you know a just feel better and that's you know a just feel better and that's you know a 20-year vision for now it's just 20-year vision for now it's just 20-year vision for now it's just building more spaces but that would be building more spaces but that would be building more spaces but that would be the full vision realized is that this the full vision realized is that this the full vision realized is that this can become something that allows you to can become something that allows you to can become something that allows you to make behavioral change or like make behavioral change or like make behavioral change or like transformation with a with a group of transformation with a with a group of transformation with a with a group of friends that are also interested in friends that are also interested in friends that are also interested in those guys it's a very big vision and I those guys it's a very big vision and I those guys it's a very big vision and I like it and like for me the socials that like it and like for me the socials that like it and like for me the socials that you do are probably like the Pinnacle I you do are probably like the Pinnacle I you do are probably like the Pinnacle I I like all different types of classes I like all different types of classes I like all different types of classes that you have but the socials to me that you have but the socials to me that you have but the socials to me that's something that I have been that's something that I have been that's something that I have been craving for a long time because like if craving for a long time because like if craving for a long time because like if you don't you don't you don't drink you probably don't want to go to a drink you probably don't want to go to a drink you probably don't want to go to a bar yeah uh to talk to other drunk bar yeah uh to talk to other drunk bar yeah uh to talk to other drunk people uh but this is such a fun way to people uh but this is such a fun way to people uh but this is such a fun way to spend spend spend your whatever Thursday Friday Saturday
43:00your whatever Thursday Friday Saturday your whatever Thursday Friday Saturday night and um you meet like-minded people night and um you meet like-minded people night and um you meet like-minded people and uh so so I feel like you know this and uh so so I feel like you know this and uh so so I feel like you know this element and the fact that I was talking element and the fact that I was talking element and the fact that I was talking about it earlier right I for me singing about it earlier right I for me singing about it earlier right I for me singing uh during one of the one of the sessions uh during one of the one of the sessions uh during one of the one of the sessions was something like totally new like and was something like totally new like and was something like totally new like and it releases some of the emotions and it releases some of the emotions and it releases some of the emotions and then very similarly to that then dancing then very similarly to that then dancing then very similarly to that then dancing in a SAA is something that you also in a SAA is something that you also in a SAA is something that you also don't typically do right I come from um don't typically do right I come from um don't typically do right I come from um I come from Europe and it's very common I come from Europe and it's very common I come from Europe and it's very common to go to sonas there but like you know to go to sonas there but like you know to go to sonas there but like you know dancing in a s out not not not really dancing in a s out not not not really dancing in a s out not not not really happening and to me that that opens up a happening and to me that that opens up a happening and to me that that opens up a whole lot of uh new possibilities whole lot of uh new possibilities whole lot of uh new possibilities emotions Etc and like even hearing about emotions Etc and like even hearing about emotions Etc and like even hearing about your Grand Vision how it all connects your Grand Vision how it all connects your Grand Vision how it all connects together I think that uh you are together I think that uh you are together I think that uh you are certainly onto something yeah I think certainly onto something yeah I think certainly onto something yeah I think what we haven't figured out yet which
44:00what we haven't figured out yet which what we haven't figured out yet which would be interesting and like again would be interesting and like again would be interesting and like again there's just so much going on We're just there's just so much going on We're just there's just so much going on We're just trying to improve the app we're trying trying to improve the app we're trying trying to improve the app we're trying to improve the spaces we're trying to to improve the spaces we're trying to to improve the spaces we're trying to launch more of them but like one thing launch more of them but like one thing launch more of them but like one thing I've noticed if you come and you make I've noticed if you come and you make I've noticed if you come and you make friends you're like way more part of the friends you're like way more part of the friends you're like way more part of the community and you you have a deeper community and you you have a deeper community and you you have a deeper affinity for the brand but it's still affinity for the brand but it's still affinity for the brand but it's still hard like you're end of the day you're hard like you're end of the day you're hard like you're end of the day you're meeting strangers and so our space is meeting strangers and so our space is meeting strangers and so our space is much easier than with alcohol we have much easier than with alcohol we have much easier than with alcohol we have conversation cards we have a whole bunch conversation cards we have a whole bunch conversation cards we have a whole bunch of games that people play to kind of of games that people play to kind of of games that people play to kind of connect and like meet strangers but if connect and like meet strangers but if connect and like meet strangers but if there was a digital component that there was a digital component that there was a digital component that everyone was a part of and it somehow everyone was a part of and it somehow everyone was a part of and it somehow matched you with other like-minded matched you with other like-minded matched you with other like-minded people or you could see like you know it people or you could see like you know it people or you could see like you know it would be so great if you walked around would be so great if you walked around would be so great if you walked around and I could look at you and just see and I could look at you and just see and I could look at you and just see like meditation running here's like the like meditation running here's like the like meditation running here's like the five questions to ask me but I can't five questions to ask me but I can't five questions to ask me but I can't because I'm just seeing you and it's because I'm just seeing you and it's because I'm just seeing you and it's like hey man what's up but so if there like hey man what's up but so if there like hey man what's up but so if there was some way digitally we could have was some way digitally we could have was some way digitally we could have profiles and then match people and then profiles and then match people and then profiles and then match people and then that way you know for all the people at that way you know for all the people at that way you know for all the people at other ship who are really interested in other ship who are really interested in other ship who are really interested in running they go Tuesday night at 9:00 running they go Tuesday night at 9:00 running they go Tuesday night at 9:00 p.m. and there's like a running chat or p.m. and there's like a running chat or p.m. and there's like a running chat or something so I don't know how to do that something so I don't know how to do that something so I don't know how to do that but I know but I know but I know if there was a way to like if you knew if there was a way to like if you knew if there was a way to like if you knew something about the hundred people at
45:00something about the hundred people at something about the hundred people at the social and there was four people the social and there was four people the social and there was four people that were perfect matches for you to that were perfect matches for you to that were perfect matches for you to talk to about meditation yeah and it talk to about meditation yeah and it talk to about meditation yeah and it somehow surfaced that for you and like somehow surfaced that for you and like somehow surfaced that for you and like created a chat it would be [ __ ] created a chat it would be [ __ ] created a chat it would be [ __ ] incredible and so that's what I'm incredible and so that's what I'm incredible and so that's what I'm thinking about how I don't know how to thinking about how I don't know how to thinking about how I don't know how to do it now but that would be like the end do it now but that would be like the end do it now but that would be like the end version is like it's a way to introduce version is like it's a way to introduce version is like it's a way to introduce you to more people that are like-minded you to more people that are like-minded you to more people that are like-minded to become friends and then a space to to become friends and then a space to to become friends and then a space to become friends in I've never seen become friends in I've never seen become friends in I've never seen anything really like that before so anything really like that before so anything really like that before so that's kind of the I think something that's kind of the I think something that's kind of the I think something we'd like to work towards oh I think we'd like to work towards oh I think we'd like to work towards oh I think that there is certainly a way to do that that there is certainly a way to do that that there is certainly a way to do that uh so uh yeah let's let's see where it uh so uh yeah let's let's see where it uh so uh yeah let's let's see where it leads what what's been your biggest uh leads what what's been your biggest uh leads what what's been your biggest uh lesson learned on this journey if you lesson learned on this journey if you lesson learned on this journey if you would uh if you should name one uh would uh if you should name one uh would uh if you should name one uh there's like so many but the one that's there's like so many but the one that's there's like so many but the one that's most present right now is just you know most present right now is just you know most present right now is just you know we were talking that the New York build we were talking that the New York build we were talking that the New York build was two and a half times the Toronto our was two and a half times the Toronto our was two and a half times the Toronto our last Toronto build H there was there's last Toronto build H there was there's last Toronto build H there was there's no World in which I thought that was no World in which I thought that was no World in which I thought that was even possible uh the amount of stress
46:00even possible uh the amount of stress even possible uh the amount of stress and strain that's caused you know just and strain that's caused you know just and strain that's caused you know just showed I'm I'm over optimistic although showed I'm I'm over optimistic although showed I'm I'm over optimistic although I didn't think I was and so I'm so I didn't think I was and so I'm so I didn't think I was and so I'm so passionate about the product and the passionate about the product and the passionate about the product and the first unit did so well and the second first unit did so well and the second first unit did so well and the second unit is doing so well also but when unit is doing so well also but when unit is doing so well also but when we're raising money it's around you know we're raising money it's around you know we're raising money it's around you know you're baselining off performance and so you're baselining off performance and so you're baselining off performance and so that unit did like two and a half times that unit did like two and a half times that unit did like two and a half times a sales two times the profits we're like a sales two times the profits we're like a sales two times the profits we're like I can't even believe this is I can't even believe this is I can't even believe this is happening and so we made decisions two happening and so we made decisions two happening and so we made decisions two years years ago and now those decisions years years ago and now those decisions years years ago and now those decisions you know opening a second in Toronto a you know opening a second in Toronto a you know opening a second in Toronto a third in New York Fourth in New York all third in New York Fourth in New York all third in New York Fourth in New York all at once like I was just way [ __ ] off at once like I was just way [ __ ] off at once like I was just way [ __ ] off like on the budget by two times and you like on the budget by two times and you like on the budget by two times and you know there's another one we're building know there's another one we're building know there's another one we're building now and the timelines I was off now and the timelines I was off now and the timelines I was off significantly and so it's put uh myself significantly and so it's put uh myself significantly and so it's put uh myself under just an enormous and our teammates under just an enormous and our teammates under just an enormous and our teammates under enormous amount of strain and under enormous amount of strain and under enormous amount of strain and pressure and so I think the lesson pressure and so I think the lesson pressure and so I think the lesson learned is like decisions you make have learned is like decisions you make have learned is like decisions you make have extremely long term consequences and extremely long term consequences and extremely long term consequences and certain ones about like leases and certain ones about like leases and certain ones about like leases and builds and so I went from like
47:00builds and so I went from like builds and so I went from like optimistic like oh [ __ ] yes you know to optimistic like oh [ __ ] yes you know to optimistic like oh [ __ ] yes you know to like very determined and realistic about like very determined and realistic about like very determined and realistic about what this takes and so the vision I what this takes and so the vision I what this takes and so the vision I shared with you I don't even really talk shared with you I don't even really talk shared with you I don't even really talk about that anymore because I'm just like about that anymore because I'm just like about that anymore because I'm just like okay like let's just we need to get our okay like let's just we need to get our okay like let's just we need to get our build cost down and and prove that this build cost down and and prove that this build cost down and and prove that this is working so you know lesson is just is working so you know lesson is just is working so you know lesson is just when you're building a big company and when you're building a big company and when you're building a big company and scaling scaling scaling like there's just no way to avoid like there's just no way to avoid like there's just no way to avoid mistakes and they're going to be mistakes and they're going to be mistakes and they're going to be extremely costly and I think I extremely costly and I think I extremely costly and I think I underestimated that uh a lot is there underestimated that uh a lot is there underestimated that uh a lot is there anything as part of your daily routine anything as part of your daily routine anything as part of your daily routine that uh keeps you in check and uh able that uh keeps you in check and uh able that uh keeps you in check and uh able to cope with all the amount of stress to cope with all the amount of stress to cope with all the amount of stress that you have going through this I'm that you have going through this I'm that you have going through this I'm honestly not really a believer in daily honestly not really a believer in daily honestly not really a believer in daily routines anymore I used to have like the routines anymore I used to have like the routines anymore I used to have like the craziest like three-hour morning routine craziest like three-hour morning routine craziest like three-hour morning routine and uh now it's just about getting the and uh now it's just about getting the and uh now it's just about getting the work done and so it's like what is my work done and so it's like what is my work done and so it's like what is my priority and like just attacking it head priority and like just attacking it head priority and like just attacking it head on and so just go with the flow not on and so just go with the flow not on and so just go with the flow not necessarily go with the flow because you necessarily go with the flow because you necessarily go with the flow because you have to make the flow happen as well um
48:00have to make the flow happen as well um have to make the flow happen as well um but yeah it's just been super much but yeah it's just been super much but yeah it's just been super much harder than I expected with how many harder than I expected with how many harder than I expected with how many complaints we get from customers when complaints we get from customers when complaints we get from customers when you see thousand people plus a day like you see thousand people plus a day like you see thousand people plus a day like yeah five of them aren't going to be yeah five of them aren't going to be yeah five of them aren't going to be happy you know we've got a ton of happy you know we've got a ton of happy you know we've got a ton of employees there's construction teams 40 employees there's construction teams 40 employees there's construction teams 40 people across each build like there's people across each build like there's people across each build like there's just so many potential issues and I I just so many potential issues and I I just so many potential issues and I I watched this Elon Musk video where he watched this Elon Musk video where he watched this Elon Musk video where he talks about entrepreneurship the other talks about entrepreneurship the other talks about entrepreneurship the other day and he was just saying it's like day and he was just saying it's like day and he was just saying it's like staring into the abyss and eating glass staring into the abyss and eating glass staring into the abyss and eating glass and staring into the abyss is like 99% and staring into the abyss is like 99% and staring into the abyss is like 99% of startups fail so you're just kind of of startups fail so you're just kind of of startups fail so you're just kind of always like yeah I'm going to I'm more always like yeah I'm going to I'm more always like yeah I'm going to I'm more than likely to fail and then eating than likely to fail and then eating than likely to fail and then eating glasses like as the co just you're just glasses like as the co just you're just glasses like as the co just you're just dealing with the shittiest problems like dealing with the shittiest problems like dealing with the shittiest problems like they come to you from all these places they come to you from all these places they come to you from all these places and I had no idea how and I had no idea how and I had no idea how many uh there would be so that's many uh there would be so that's many uh there would be so that's definitely a learning um it's just yeah what what it takes um it's just yeah what what it takes again so do you have any um yeah so he
49:00again so do you have any um yeah so he again so do you have any um yeah so he asked me about routines and so asked me about routines and so asked me about routines and so um yeah I mean I use other ship four um yeah I mean I use other ship four um yeah I mean I use other ship four times a week uh minimum and so when I'm times a week uh minimum and so when I'm times a week uh minimum and so when I'm like super stressed which I am almost like super stressed which I am almost like super stressed which I am almost every day now because I wasn't expecting every day now because I wasn't expecting every day now because I wasn't expecting to deal with so much interpersonal to deal with so much interpersonal to deal with so much interpersonal conflict cuz like I'm armored all day conflict cuz like I'm armored all day conflict cuz like I'm armored all day long and because it's just conflict and long and because it's just conflict and long and because it's just conflict and people coming to you with problems so people coming to you with problems so people coming to you with problems so you're just like and you run a pretty you're just like and you run a pretty you're just like and you run a pretty big company too so you probably know big company too so you probably know big company too so you probably know exactly what I'm talking about there's a exactly what I'm talking about there's a exactly what I'm talking about there's a lot of people it's like conflict lot of people it's like conflict lot of people it's like conflict conflict conflict so um the thing I do conflict conflict so um the thing I do conflict conflict so um the thing I do now is is like I gold plch and it's just now is is like I gold plch and it's just now is is like I gold plch and it's just easy like I workouts an hour you know easy like I workouts an hour you know easy like I workouts an hour you know cold plunge I just get in I feel better cold plunge I just get in I feel better cold plunge I just get in I feel better instantly and like d-stress I'm around instantly and like d-stress I'm around instantly and like d-stress I'm around people and so I'm spending time with my people and so I'm spending time with my people and so I'm spending time with my wife and my son and then also just going wife and my son and then also just going wife and my son and then also just going other ship are like my two my only two other ship are like my two my only two other ship are like my two my only two health habits right now those are great health habits right now those are great health habits right now those are great habits for sure um and um one one other habits for sure um and um one one other habits for sure um and um one one other thing that uh I wanted to also ask you thing that uh I wanted to also ask you thing that uh I wanted to also ask you about is you mentioned that you have about is you mentioned that you have about is you mentioned that you have visited nearly 100 different bathouses
50:00visited nearly 100 different bathouses visited nearly 100 different bathouses all over the world uh but um do you have all over the world uh but um do you have all over the world uh but um do you have some special sources where you tap into some special sources where you tap into some special sources where you tap into inspiration uh right now uh after inspiration uh right now uh after inspiration uh right now uh after because it seems like for this because it seems like for this because it seems like for this particular element you have seen it all particular element you have seen it all particular element you have seen it all but there is also a lot of uh other uh but there is also a lot of uh other uh but there is also a lot of uh other uh things that you can explore so how do things that you can explore so how do things that you can explore so how do you um keep your creative Spirit up uh you um keep your creative Spirit up uh you um keep your creative Spirit up uh for the future yeah there's trying like for the future yeah there's trying like for the future yeah there's trying like many so there's people that create from many so there's people that create from many so there's people that create from scratch and that's not me that's my scratch and that's not me that's my scratch and that's not me that's my partner Harry and Amanda and they're partner Harry and Amanda and they're partner Harry and Amanda and they're like we'll sit down create a breath work like we'll sit down create a breath work like we'll sit down create a breath work I'm more of a curator to come up with I'm more of a curator to come up with I'm more of a curator to come up with ideas that's why we work so well ideas that's why we work so well ideas that's why we work so well together cuz I I know when something is together cuz I I know when something is together cuz I I know when something is special and so my superpower is trying special and so my superpower is trying special and so my superpower is trying all these things you know dark Retreat all these things you know dark Retreat all these things you know dark Retreat different trip fasting for 48 hours uh different trip fasting for 48 hours uh different trip fasting for 48 hours uh magic show so in in New York I'll try as magic show so in in New York I'll try as magic show so in in New York I'll try as many experiences as possible weird stuff many experiences as possible weird stuff many experiences as possible weird stuff like I found a this amazing thing called
51:00like I found a this amazing thing called like I found a this amazing thing called Guy music now we got into interesting Guy music now we got into interesting Guy music now we got into interesting topic I want to hear about all the weird topic I want to hear about all the weird topic I want to hear about all the weird things that you have tried yeah so just things that you have tried yeah so just things that you have tried yeah so just one like you know was this Gaia music one like you know was this Gaia music one like you know was this Gaia music Collective and uh it was a in a church Collective and uh it was a in a church Collective and uh it was a in a church uh basement of a church and like 300 uh basement of a church and like 300 uh basement of a church and like 300 people showed up no food or water or people showed up no food or water or people showed up no food or water or anything everyone paid 30 bucks and anything everyone paid 30 bucks and anything everyone paid 30 bucks and there's 300 people just in a circle no there's 300 people just in a circle no there's 300 people just in a circle no speakers like one little tiny thing to speakers like one little tiny thing to speakers like one little tiny thing to play music and and you learn to sing a play music and and you learn to sing a play music and and you learn to sing a song with sheet music and everyone sings song with sheet music and everyone sings song with sheet music and everyone sings together and I just saw this I was like together and I just saw this I was like together and I just saw this I was like well this is crazy like the amount of well this is crazy like the amount of well this is crazy like the amount of energy the amount of people you can just energy the amount of people you can just energy the amount of people you can just feel there's something special so like feel there's something special so like feel there's something special so like what from that can we be inspired by what from that can we be inspired by what from that can we be inspired by like the singing the group singing also like the singing the group singing also like the singing the group singing also comes from church from choir like when comes from church from choir like when comes from church from choir like when you resonate with other voices you feel you resonate with other voices you feel you resonate with other voices you feel connected so you know we've added connected so you know we've added connected so you know we've added elements of of group singing and so elements of of group singing and so elements of of group singing and so anything like that where there's energy anything like that where there's energy anything like that where there's energy around it I'll go try it and it's about around it I'll go try it and it's about around it I'll go try it and it's about curating you know museums uh immersive curating you know museums uh immersive curating you know museums uh immersive art experiences plays and just trying
52:00art experiences plays and just trying art experiences plays and just trying you know things like burning man which you know things like burning man which you know things like burning man which obviously now is uh more people know obviously now is uh more people know obviously now is uh more people know about it but what can we try and then about it but what can we try and then about it but what can we try and then what can we curate and learn um even what can we curate and learn um even what can we curate and learn um even like connection events like I recently like connection events like I recently like connection events like I recently did something called toup which started did something called toup which started did something called toup which started in San Francisco which is this practice in San Francisco which is this practice in San Francisco which is this practice of like looking uh a group of people of like looking uh a group of people of like looking uh a group of people like directly in the eye and then like directly in the eye and then like directly in the eye and then sharing exactly what you're thinking sharing exactly what you're thinking sharing exactly what you're thinking even if it's negative about them and even if it's negative about them and even if it's negative about them and it's like pretty hardcore process and so it's like pretty hardcore process and so it's like pretty hardcore process and so um I I think I think creation comes from um I I think I think creation comes from um I I think I think creation comes from being being being around many many many many ideas and around many many many many ideas and around many many many many ideas and then pulling and like remixing them then pulling and like remixing them then pulling and like remixing them together and that's like a lot of other together and that's like a lot of other together and that's like a lot of other ship came uh from that so trying all the ship came uh from that so trying all the ship came uh from that so trying all the things out there yeah the ones now I'm things out there yeah the ones now I'm things out there yeah the ones now I'm most excited about which I mentioned is most excited about which I mentioned is most excited about which I mentioned is not really hot cold at this moment it's not really hot cold at this moment it's not really hot cold at this moment it's more um connection so what kind of more um connection so what kind of more um connection so what kind of events are people doing that are events are people doing that are events are people doing that are connecting each other you know for connecting each other you know for connecting each other you know for corporates at concerts in therapy now corporates at concerts in therapy now corporates at concerts in therapy now there's this person named Jessica enel there's this person named Jessica enel there's this person named Jessica enel who does this amazing like connection who does this amazing like connection who does this amazing like connection event and so can I try hundreds of these
53:00event and so can I try hundreds of these event and so can I try hundreds of these and see what exercises would align with and see what exercises would align with and see what exercises would align with what we're we're what we're we're what we're we're doing it's a it's a great inspiration I doing it's a it's a great inspiration I doing it's a it's a great inspiration I I have uh done the looking in the eyes I have uh done the looking in the eyes I have uh done the looking in the eyes and already that makes me a bit and already that makes me a bit and already that makes me a bit uncomfortable and then saying the uncomfortable and then saying the uncomfortable and then saying the thoughts as they come up that's a that's thoughts as they come up that's a that's thoughts as they come up that's a that's a different level it's that there was an a different level it's that there was an a different level it's that there was an amazing facilitator who came and let our amazing facilitator who came and let our amazing facilitator who came and let our team through it and it's like so awkward team through it and it's like so awkward team through it and it's like so awkward like the thought of it was was like the thought of it was was like the thought of it was was uncomfortable so it's a but yeah that's uncomfortable so it's a but yeah that's uncomfortable so it's a but yeah that's where you find the juice like what of where you find the juice like what of where you find the juice like what of that can be taken and kind of um that can be taken and kind of um that can be taken and kind of um massaged a bit for a larger massaged a bit for a larger massaged a bit for a larger audience so I really believe that trying audience so I really believe that trying audience so I really believe that trying a lot of things is important for at a lot of things is important for at a lot of things is important for at least one person on the team is bringing least one person on the team is bringing least one person on the team is bringing the ideas you know we had an idea I saw the ideas you know we had an idea I saw the ideas you know we had an idea I saw uh Kanye West did a Sunday had Sunday uh Kanye West did a Sunday had Sunday uh Kanye West did a Sunday had Sunday service which was like a giant group service which was like a giant group service which was like a giant group Choir Oh that's so cool and I was just Choir Oh that's so cool and I was just Choir Oh that's so cool and I was just telling Harry like I wonder if we could telling Harry like I wonder if we could telling Harry like I wonder if we could do something like that but outside and do something like that but outside and do something like that but outside and you know with breath work involved too
54:00you know with breath work involved too you know with breath work involved too and so Harry went and you okay there's and so Harry went and you okay there's and so Harry went and you okay there's the idea and so he created a three-hour the idea and so he created a three-hour the idea and so he created a three-hour guided breath work track to drumming and guided breath work track to drumming and guided breath work track to drumming and so we brought uh had a friend bring like so we brought uh had a friend bring like so we brought uh had a friend bring like 20 GES around a fire and we played the 20 GES around a fire and we played the 20 GES around a fire and we played the breath work track and like we drumming breath work track and like we drumming breath work track and like we drumming to get into a trance while also to get into a trance while also to get into a trance while also breathing and so combining a bunch of breathing and so combining a bunch of breathing and so combining a bunch of stuff from that Kanye West idea uh it stuff from that Kanye West idea uh it stuff from that Kanye West idea uh it was awesome it was like one of the best was awesome it was like one of the best was awesome it was like one of the best experiences I've had at other ship just experiences I've had at other ship just experiences I've had at other ship just outside and and so you know I think if outside and and so you know I think if outside and and so you know I think if we never saw that would never have that we never saw that would never have that we never saw that would never have that idea would never try something new so idea would never try something new so idea would never try something new so it's really having a willingness to like it's really having a willingness to like it's really having a willingness to like explore and then kind of Mel and test do explore and then kind of Mel and test do explore and then kind of Mel and test do you ever try doing uh popups or you ever try doing uh popups or you ever try doing uh popups or participate at some of the events participate at some of the events participate at some of the events outside of your Studios yeah we've done outside of your Studios yeah we've done outside of your Studios yeah we've done done tons like actually one of the ways done tons like actually one of the ways done tons like actually one of the ways we built a New York Community before the we built a New York Community before the we built a New York Community before the house we would do uh underground breath house we would do uh underground breath house we would do uh underground breath work concerts and so we would have work concerts and so we would have work concerts and so we would have musicians come in and guide live breath musicians come in and guide live breath musicians come in and guide live breath to music like similar to onor app and to music like similar to onor app and to music like similar to onor app and like groups of you know 100 people uh
55:00like groups of you know 100 people uh like groups of you know 100 people uh kind of have group share as part of it kind of have group share as part of it kind of have group share as part of it and so we'll we'll definitely do uh and so we'll we'll definitely do uh and so we'll we'll definitely do uh popups all the time that actually funny popups all the time that actually funny popups all the time that actually funny enough that drumming breath work turned enough that drumming breath work turned enough that drumming breath work turned into the idea for a dancing breath work into the idea for a dancing breath work into the idea for a dancing breath work which turned into a thousanders outdoor which turned into a thousanders outdoor which turned into a thousanders outdoor Festival uh dance party breath work that Festival uh dance party breath work that Festival uh dance party breath work that we threw in Toronto that we're going to we threw in Toronto that we're going to we threw in Toronto that we're going to throw again in October and so sometimes throw again in October and so sometimes throw again in October and so sometimes these little seeds will grow into bigger these little seeds will grow into bigger these little seeds will grow into bigger and bigger prods bigger undertakings and bigger prods bigger undertakings and bigger prods bigger undertakings [Music] that's it for the episode with other that's it for the episode with other ship and Robbie I hope you have enjoyed ship and Robbie I hope you have enjoyed ship and Robbie I hope you have enjoyed it because I did quite a lot and give a it because I did quite a lot and give a it because I did quite a lot and give a look to their physical spaces as well as look to their physical spaces as well as look to their physical spaces as well as the digital produ I can't wait to be the digital produ I can't wait to be the digital produ I can't wait to be back in their Studio soon