Sean Foster Diving Into Plunj The Cold Plunge Sauna Business Proximity Is Power
00:00welcome back to the proximity Is Power welcome back to the proximity Is Power podcast today is episode 11 um and I podcast today is episode 11 um and I podcast today is episode 11 um and I have my friend with me here Sean he is have my friend with me here Sean he is have my friend with me here Sean he is the owner founder of plunge for you guys the owner founder of plunge for you guys the owner founder of plunge for you guys in Utah you guys have heard of plung or in Utah you guys have heard of plung or in Utah you guys have heard of plung or been um it's it's a cold plunge sauna been um it's it's a cold plunge sauna been um it's it's a cold plunge sauna place um it's one of the coolest place um it's one of the coolest place um it's one of the coolest experiences if you haven't done it for experiences if you haven't done it for experiences if you haven't done it for those of you that have gone know how those of you that have gone know how those of you that have gone know how cool it is and all the health benefits cool it is and all the health benefits cool it is and all the health benefits so Sean thanks for coming on today hey so Sean thanks for coming on today hey so Sean thanks for coming on today hey I'm I'm just happy to be here this is I'm I'm just happy to be here this is I'm I'm just happy to be here this is going to be fun yeah this is going to be going to be fun yeah this is going to be going to be fun yeah this is going to be super fun dude I remember my first super fun dude I remember my first super fun dude I remember my first plunge experience was probably three or plunge experience was probably three or plunge experience was probably three or three years ago and yeah I'm like so how three years ago and yeah I'm like so how three years ago and yeah I'm like so how how I got introduced to cold plunging how I got introduced to cold plunging how I got introduced to cold plunging and and sonas was I went to Tony Robbins and and sonas was I went to Tony Robbins and and sonas was I went to Tony Robbins event and Wim Hoff spoke about all the event and Wim Hoff spoke about all the event and Wim Hoff spoke about all the benefits of cold plunging and then some benefits of cold plunging and then some benefits of cold plunging and then some other lady got up there and talked about other lady got up there and talked about other lady got up there and talked about Sonic us and all the health benefits um
01:00Sonic us and all the health benefits um Sonic us and all the health benefits um that go along with that and I'm like I that go along with that and I'm like I that go along with that and I'm like I got back to Utah after that you know got back to Utah after that you know got back to Utah after that you know play after that uh seminar and I was play after that uh seminar and I was play after that uh seminar and I was like holy crap like I need to start cold like holy crap like I need to start cold like holy crap like I need to start cold plunging I need to start you know using plunging I need to start you know using plunging I need to start you know using saunas as like a daily practice and saunas as like a daily practice and saunas as like a daily practice and there wasn't at first I started sitting there wasn't at first I started sitting there wasn't at first I started sitting in the river Provo River and just going in the river Provo River and just going in the river Provo River and just going to like the Vasa SAA yeah yeah but then to like the Vasa SAA yeah yeah but then to like the Vasa SAA yeah yeah but then I I I Googled and I found Plunge I like I I I Googled and I found Plunge I like I I I Googled and I found Plunge I like nobody I I think I had one person tell nobody I I think I had one person tell nobody I I think I had one person tell me about it and I I Googled it and me about it and I I Googled it and me about it and I I Googled it and signed up cuz you guys had both in the signed up cuz you guys had both in the signed up cuz you guys had both in the same place you know yeah well you were same place you know yeah well you were same place you know yeah well you were you were one I I do remember you were you were one I I do remember you were you were one I I do remember you were like probably one of our first 10 or 15 like probably one of our first 10 or 15 like probably one of our first 10 or 15 members yeah and not only that but I members yeah and not only that but I members yeah and not only that but I remember talking to you and I remember remember talking to you and I remember remember talking to you and I remember you mentioning about you know talking you mentioning about you know talking you mentioning about you know talking about Tony Robbins yeah and about like about Tony Robbins yeah and about like about Tony Robbins yeah and about like what they were talking about and I in my what they were talking about and I in my what they were talking about and I in my brain I just thought it was so funny brain I just thought it was so funny brain I just thought it was so funny because like when I would bring this up because like when I would bring this up because like when I would bring this up to you know people when I was first to you know people when I was first to you know people when I was first thinking about this back in like you thinking about this back in like you thinking about this back in like you know early 2018 yeah most people just
02:00know early 2018 yeah most people just know early 2018 yeah most people just thought like what in the crap are you thought like what in the crap are you thought like what in the crap are you doing so like when you told me that Tony doing so like when you told me that Tony doing so like when you told me that Tony Robbins was talking about I'm like this Robbins was talking about I'm like this Robbins was talking about I'm like this is this is great man like somebody the is this is great man like somebody the is this is great man like somebody the beginning of the science getting viral beginning of the science getting viral beginning of the science getting viral yeah you totally were you were you were yeah you totally were you were you were yeah you totally were you were you were perfectly timed for the cold pun sauna H perfectly timed for the cold pun sauna H perfectly timed for the cold pun sauna H it was pretty lucky in all honesty and it was pretty lucky in all honesty and it was pretty lucky in all honesty and not only that too but it was also not only that too but it was also not only that too but it was also interesting cuz when you I remember that interesting cuz when you I remember that interesting cuz when you I remember that when uh you got your membership like when uh you got your membership like when uh you got your membership like you're like dude I'm going to like I'm you're like dude I'm going to like I'm you're like dude I'm going to like I'm going to come every day and sure enough going to come every day and sure enough going to come every day and sure enough man you were in every single day you man you were in every single day you man you were in every single day you were consistent I love that I was yeah I were consistent I love that I was yeah I were consistent I love that I was yeah I was super impressed I I tried to be I I was super impressed I I tried to be I I was super impressed I I tried to be I I uh I remember calling plunge when I uh I remember calling plunge when I uh I remember calling plunge when I first heard about it I'm like I talked first heard about it I'm like I talked first heard about it I'm like I talked to you on the phone I was like so how to you on the phone I was like so how to you on the phone I was like so how much is it what what does it look like much is it what what does it look like much is it what what does it look like and at the time you guys were just and at the time you guys were just and at the time you guys were just selling monthly memberships where you selling monthly memberships where you selling monthly memberships where you could only go four Max a month and I'm could only go four Max a month and I'm could only go four Max a month and I'm like I need to go four to seven times a like I need to go four to seven times a like I need to go four to seven times a week cuz that's what Tony and all these week cuz that's what Tony and all these week cuz that's what Tony and all these guys talked about and and you're like guys talked about and and you're like guys talked about and and you're like well we don't have have like an
03:00well we don't have have like an well we don't have have like an unlimited plan I'm like call me back unlimited plan I'm like call me back unlimited plan I'm like call me back when you guys have an unlimited plan and when you guys have an unlimited plan and when you guys have an unlimited plan and then literally a month later or whatever then literally a month later or whatever then literally a month later or whatever you called me you're like hey like we're you called me you're like hey like we're you called me you're like hey like we're doing unlimited membership yeah when I doing unlimited membership yeah when I doing unlimited membership yeah when I first when I started plunge I had no first when I started plunge I had no first when I started plunge I had no idea that people would want to like come idea that people would want to like come idea that people would want to like come every single day yeah like I you know I every single day yeah like I you know I every single day yeah like I you know I started you know doing contrast therapy started you know doing contrast therapy started you know doing contrast therapy and I would do it pretty regularly but and I would do it pretty regularly but and I would do it pretty regularly but even I wasn't doing it every single day even I wasn't doing it every single day even I wasn't doing it every single day yeah and uh so that wasn't even on my yeah and uh so that wasn't even on my yeah and uh so that wasn't even on my radar is it like something like that radar is it like something like that radar is it like something like that that's a membership that we should offer that's a membership that we should offer that's a membership that we should offer and so but like right after you and so but like right after you and so but like right after you mentioned it like there were a handful mentioned it like there were a handful mentioned it like there were a handful of other people that were like hey like of other people that were like hey like of other people that were like hey like can we can we get on in this every can we can we get on in this every can we can we get on in this every single day and I'm like okay well we single day and I'm like okay well we single day and I'm like okay well we better we better look at this so we we better we better look at this so we we better we better look at this so we we started that unlimited plan and again we started that unlimited plan and again we started that unlimited plan and again we thought that like there would be like 10 thought that like there would be like 10 thought that like there would be like 10 people interested in the unlimited plan people interested in the unlimited plan people interested in the unlimited plan as soon as we opened it up like we had as soon as we opened it up like we had as soon as we opened it up like we had to cap it we had to cap it at like 50 to cap it we had to cap it at like 50 to cap it we had to cap it at like 50 people it got sold out so fast yeah people it got sold out so fast yeah people it got sold out so fast yeah because like we're like oh crap we we uh because like we're like oh crap we we uh because like we're like oh crap we we uh we kind of underestimated the amount we kind of underestimated the amount we kind of underestimated the amount that people wanted to do this which was
04:00that people wanted to do this which was that people wanted to do this which was which was a really good sign but yeah we which was a really good sign but yeah we which was a really good sign but yeah we uh you like thinking do you guys have uh you like thinking do you guys have uh you like thinking do you guys have anything better to do than come come anything better to do than come come anything better to do than come come freaking the cold in the Sun every day freaking the cold in the Sun every day freaking the cold in the Sun every day it was honestly like the when when the it was honestly like the when when the it was honestly like the when when the surprise mainly came from not the fact surprise mainly came from not the fact surprise mainly came from not the fact that like people wanted to do it um but that like people wanted to do it um but that like people wanted to do it um but like just that we we were surprised that like just that we we were surprised that like just that we we were surprised that that so many people uh were were that so many people uh were were that so many people uh were were interested in doing it every day and so interested in doing it every day and so interested in doing it every day and so anyways it was it was kind of anyways it was it was kind of anyways it was it was kind of interesting we I always tease with interesting we I always tease with interesting we I always tease with people that we've we've paid a lot of people that we've we've paid a lot of people that we've we've paid a lot of dumb tax starting plunge yeah cuz you dumb tax starting plunge yeah cuz you dumb tax starting plunge yeah cuz you know so many of those decisions like know so many of those decisions like know so many of those decisions like starting the unlimited pass we're like starting the unlimited pass we're like starting the unlimited pass we're like okay well we need to do an unlimited okay well we need to do an unlimited okay well we need to do an unlimited pass let's start it and then we're like pass let's start it and then we're like pass let's start it and then we're like crap we should have done that a little crap we should have done that a little crap we should have done that a little bit differently then you know you kind bit differently then you know you kind bit differently then you know you kind of think about it in the future kind of of think about it in the future kind of of think about it in the future kind of go back right yeah that's how every go back right yeah that's how every go back right yeah that's how every business man you don't know what the business man you don't know what the business man you don't know what the freak you're doing you make mistakes freak you're doing you make mistakes freak you're doing you make mistakes every day you know oh it's so true so every day you know oh it's so true so every day you know oh it's so true so going back Sean um because plunge plunge
05:00going back Sean um because plunge plunge going back Sean um because plunge plunge was created what was created what was created what year so our first month open plunge uh year so our first month open plunge uh year so our first month open plunge uh was June of 2021 uh I think I created was June of 2021 uh I think I created was June of 2021 uh I think I created the LLC back in like November of 2020 the LLC back in like November of 2020 the LLC back in like November of 2020 the whole idea was for me to start it I the whole idea was for me to start it I the whole idea was for me to start it I I actually quit my I gave my job like a I actually quit my I gave my job like a I actually quit my I gave my job like a a two-month notice because I was a two-month notice because I was a two-month notice because I was finishing up some projects and I was finishing up some projects and I was finishing up some projects and I was like Hey I'm going to finish these up like Hey I'm going to finish these up like Hey I'm going to finish these up and then I'm going to you know uh start and then I'm going to you know uh start and then I'm going to you know uh start doing this thing called plunge and I doing this thing called plunge and I doing this thing called plunge and I kind of explained it to him they thought kind of explained it to him they thought kind of explained it to him they thought I was kind of out there but I was kind of out there but I was kind of out there but I the whole idea was for me to quit in I the whole idea was for me to quit in I the whole idea was for me to quit in like it was supposed to be April of 2020 like it was supposed to be April of 2020 like it was supposed to be April of 2020 but of course right after I gave my two but of course right after I gave my two but of course right after I gave my two months notice the pandemic hit and we're months notice the pandemic hit and we're months notice the pandemic hit and we're like oh okay we better we better press like oh okay we better we better press like oh okay we better we better press pause we better uh it's probably not the pause we better uh it's probably not the pause we better uh it's probably not the best time to start a public bath house best time to start a public bath house best time to start a public bath house yeah so um we ended up actually opening yeah so um we ended up actually opening yeah so um we ended up actually opening our doors in June of 2021 wow June of our doors in June of 2021 wow June of our doors in June of 2021 wow June of 2021 so let's back up a little bit even 2021 so let's back up a little bit even 2021 so let's back up a little bit even like so where did you grow up I grew up like so where did you grow up I grew up like so where did you grow up I grew up in I call Sou Utah but it's more Central
06:00in I call Sou Utah but it's more Central in I call Sou Utah but it's more Central Utah Beaver okay I mean everybody that Utah Beaver okay I mean everybody that Utah Beaver okay I mean everybody that lives here in Utah they've been to lives here in Utah they've been to lives here in Utah they've been to Beaver yeah um it's just right on your Beaver yeah um it's just right on your Beaver yeah um it's just right on your way down to St George and in Vegas it's way down to St George and in Vegas it's way down to St George and in Vegas it's kind of like a main fuel stop so yeah kind of like a main fuel stop so yeah kind of like a main fuel stop so yeah super small town so you grew up born and super small town so you grew up born and super small town so you grew up born and raised there yeah and what did you what raised there yeah and what did you what raised there yeah and what did you what did you like doing grown up were you in did you like doing grown up were you in did you like doing grown up were you in sports yeah so I mean my whole family we sports yeah so I mean my whole family we sports yeah so I mean my whole family we were really big into sports um in were really big into sports um in were really big into sports um in growing up in a place like Beaver yeah growing up in a place like Beaver yeah growing up in a place like Beaver yeah you were kind of expected if you're you were kind of expected if you're you were kind of expected if you're coordinated in like sport you do them coordinated in like sport you do them coordinated in like sport you do them all right so growing up it was football all right so growing up it was football all right so growing up it was football basketball baseball and track all the basketball baseball and track all the basketball baseball and track all the way up until like my junior year where I way up until like my junior year where I way up until like my junior year where I decided like I don't want to play decided like I don't want to play decided like I don't want to play baseball anymore right and that's just baseball anymore right and that's just baseball anymore right and that's just kind of how it is growing up in a small kind of how it is growing up in a small kind of how it is growing up in a small town and it was funny cuz my senior year town and it was funny cuz my senior year town and it was funny cuz my senior year was like the first time they offered a was like the first time they offered a was like the first time they offered a soccer program you know at my school so soccer program you know at my school so soccer program you know at my school so w super small yeah it was a super small w super small yeah it was a super small w super small yeah it was a super small school and that's I mean it was a lot of school and that's I mean it was a lot of school and that's I mean it was a lot of sports the mountains and beaver are sports the mountains and beaver are sports the mountains and beaver are amazing too so we spent a lot of time up amazing too so we spent a lot of time up amazing too so we spent a lot of time up there backpacking and hiking and that's there backpacking and hiking and that's there backpacking and hiking and that's you know I'd still do it ton of trail
07:00you know I'd still do it ton of trail you know I'd still do it ton of trail running and mountain biking that's kind running and mountain biking that's kind running and mountain biking that's kind of where I fell in love with it was up of where I fell in love with it was up of where I fell in love with it was up in the mountains just right up above in the mountains just right up above in the mountains just right up above Beaver it's kind of a little Hidden Gem Beaver it's kind of a little Hidden Gem Beaver it's kind of a little Hidden Gem down there yeah it's really nice so down there yeah it's really nice so down there yeah it's really nice so growing up did did you have like a growing up did did you have like a growing up did did you have like a entrepreneurial mind or Spirit growing entrepreneurial mind or Spirit growing entrepreneurial mind or Spirit growing up um more of an ADD ADHD you know mind up um more of an ADD ADHD you know mind up um more of an ADD ADHD you know mind uh my my wife would always tease me that uh my my wife would always tease me that uh my my wife would always tease me that like there like when when we first got like there like when when we first got like there like when when we first got married there wouldn't be you know a married there wouldn't be you know a married there wouldn't be you know a month that would go by where I'd be like month that would go by where I'd be like month that would go by where I'd be like hey I've got this this idea most of them hey I've got this this idea most of them hey I've got this this idea most of them were just trash right yeah you told me were just trash right yeah you told me were just trash right yeah you told me that yeah you were always thinking of that yeah you were always thinking of that yeah you were always thinking of something yeah always trying to like something yeah always trying to like something yeah always trying to like think of something um and even in high think of something um and even in high think of something um and even in high school there was you know I would spend school there was you know I would spend school there was you know I would spend hours just doodling like different like hours just doodling like different like hours just doodling like different like brand logos and you know just stuff and brand logos and you know just stuff and brand logos and you know just stuff and I was always doodling um so definitely I was always doodling um so definitely I was always doodling um so definitely it's always been on my mind and um I I I it's always been on my mind and um I I I it's always been on my mind and um I I I was in an ad agency uh a while you know was in an ad agency uh a while you know was in an ad agency uh a while you know right out of college and my boss there right out of college and my boss there right out of college and my boss there he we were talking one time as we were
08:00he we were talking one time as we were he we were talking one time as we were traveling and and I was I was telling traveling and and I was I was telling traveling and and I was I was telling him I'm like dude I I legit think I have him I'm like dude I I legit think I have him I'm like dude I I legit think I have ADHD and he's like no like you do I can ADHD and he's like no like you do I can ADHD and he's like no like you do I can tell he's like I've got it I know you've tell he's like I've got it I know you've tell he's like I've got it I know you've got it yeah and he's like and I'm like got it yeah and he's like and I'm like got it yeah and he's like and I'm like oh man we start talking about business oh man we start talking about business oh man we start talking about business he's like he was just telling me he's he's like he was just telling me he's he's like he was just telling me he's like but honestly it's like one of the like but honestly it's like one of the like but honestly it's like one of the it's kind of like a a business it's kind of like a a business it's kind of like a a business superpower because you like fixate on superpower because you like fixate on superpower because you like fixate on these things and you like obsess over these things and you like obsess over these things and you like obsess over yeah you obsess over them and and even yeah you obsess over them and and even yeah you obsess over them and and even though it's kind of hard to stay focused though it's kind of hard to stay focused though it's kind of hard to stay focused a lot of times it provides some good a lot of times it provides some good a lot of times it provides some good results and where you're able to kind of results and where you're able to kind of results and where you're able to kind of fixate and like focus and and kind of fixate and like focus and and kind of fixate and like focus and and kind of build from there which is which is kind build from there which is which is kind build from there which is which is kind of interesting but anyways so growing up of interesting but anyways so growing up of interesting but anyways so growing up did your did your parents make you have did your did your parents make you have did your did your parents make you have jobs growing up yeah I had a ever since jobs growing up yeah I had a ever since jobs growing up yeah I had a ever since I was uh like seven years old I remember I was uh like seven years old I remember I was uh like seven years old I remember like I proved to my mom that I could like I proved to my mom that I could like I proved to my mom that I could ride a bike like well and then I had a ride a bike like well and then I had a ride a bike like well and then I had a paper R cuz my mom was like in charge of paper R cuz my mom was like in charge of paper R cuz my mom was like in charge of the distribution paper out for the the distribution paper out for the the distribution paper out for the desert news and Tribune down in Beaver desert news and Tribune down in Beaver desert news and Tribune down in Beaver where she would take them all to the
09:00where she would take them all to the where she would take them all to the news stands and the and the paper news stands and the and the paper news stands and the and the paper carriers and we'd go deliver them oh carriers and we'd go deliver them oh carriers and we'd go deliver them oh cool and so from that point I had my own cool and so from that point I had my own cool and so from that point I had my own little paper route that I would do and little paper route that I would do and little paper route that I would do and then even up until the time I graduated then even up until the time I graduated then even up until the time I graduated I was either doing my own little paper I was either doing my own little paper I was either doing my own little paper route or I was doing like a distribution route or I was doing like a distribution route or I was doing like a distribution route so I delivered newspapers you know route so I delivered newspapers you know route so I delivered newspapers you know from a super young age and then I'd from a super young age and then I'd from a super young age and then I'd always pick up random summer jobs with always pick up random summer jobs with always pick up random summer jobs with farmers and then I would also I've farmers and then I would also I've farmers and then I would also I've worked at like I worked at a random worked at like I worked at a random worked at like I worked at a random Hotel down in Beaver I worked at Subway Hotel down in Beaver I worked at Subway Hotel down in Beaver I worked at Subway I worked as mix of everything oh yeah I worked as mix of everything oh yeah I worked as mix of everything oh yeah I'm telling you dude ADHD like it was I'm telling you dude ADHD like it was I'm telling you dude ADHD like it was literally like every summer I was like literally like every summer I was like literally like every summer I was like well let me want to do I want to be a well let me want to do I want to be a well let me want to do I want to be a life card this year or you know just life card this year or you know just life card this year or you know just whatever random was going on down there whatever random was going on down there whatever random was going on down there so yeah heck yeah did you when growing so yeah heck yeah did you when growing so yeah heck yeah did you when growing up did you know what you wanted to do up did you know what you wanted to do up did you know what you wanted to do for a living like what was your dream for a living like what was your dream for a living like what was your dream job growing up not not really that was job growing up not not really that was job growing up not not really that was that was always kind of A Sort like I that was always kind of A Sort like I that was always kind of A Sort like I even getting into college like I had no even getting into college like I had no even getting into college like I had no idea what I wanted to do um one of my idea what I wanted to do um one of my idea what I wanted to do um one of my good friends and mentors his name is
10:00good friends and mentors his name is good friends and mentors his name is Alex Bean he was he's one of the guys Alex Bean he was he's one of the guys Alex Bean he was he's one of the guys who started and founded divy MH and he who started and founded divy MH and he who started and founded divy MH and he told me I was talking to him this was told me I was talking to him this was told me I was talking to him this was way before his divvy days but we were way before his divvy days but we were way before his divvy days but we were talking and I'm like D I have no idea talking and I'm like D I have no idea talking and I'm like D I have no idea what I want to what do I want to major what I want to what do I want to major what I want to what do I want to major in and he's like dude don't worry about in and he's like dude don't worry about in and he's like dude don't worry about that he's like he's like you'll figure that he's like he's like you'll figure that he's like he's like you'll figure that out after school you know go to that out after school you know go to that out after school you know go to school make sure you get that done but school make sure you get that done but school make sure you get that done but he's like he was telling me he he's like he was telling me he he's like he was telling me he specifically got his degree in geography specifically got his degree in geography specifically got his degree in geography so that he had the least amount of so that he had the least amount of so that he had the least amount of credits that he needed to credits that he needed to credits that he needed to and then he started working you know and then he started working you know and then he started working you know just different jobs and uh you know just different jobs and uh you know just different jobs and uh you know worked his way up and was a sales worked his way up and was a sales worked his way up and was a sales manager and then was working you know on manager and then was working you know on manager and then was working you know on on different teams doing different stuff on different teams doing different stuff on different teams doing different stuff until he worked his way into what he was until he worked his way into what he was until he worked his way into what he was doing at divvy and wow it's and I you doing at divvy and wow it's and I you doing at divvy and wow it's and I you know kind of realized that with school know kind of realized that with school know kind of realized that with school and so I just I ended up graduating in and so I just I ended up graduating in and so I just I ended up graduating in advertising which I absolutely loved advertising which I absolutely loved advertising which I absolutely loved yeah and it was you know I I love that yeah and it was you know I I love that yeah and it was you know I I love that program at BYU yeah um and I worked in
11:00program at BYU yeah um and I worked in program at BYU yeah um and I worked in you know advertising for quite a while you know advertising for quite a while you know advertising for quite a while but anytime anybody asks what I did in but anytime anybody asks what I did in but anytime anybody asks what I did in advertising I was just a professional advertising I was just a professional advertising I was just a professional emailer and that's basically what I am emailer and that's basically what I am emailer and that's basically what I am now but yeah that's cool so you now but yeah that's cool so you now but yeah that's cool so you graduated high school and then did you graduated high school and then did you graduated high school and then did you immediately go to college yeah well so I immediately go to college yeah well so I immediately go to college yeah well so I graduated high school I actually went up graduated high school I actually went up graduated high school I actually went up and lived up in Seattle for a few years and lived up in Seattle for a few years and lived up in Seattle for a few years and I worked again random job but I and I worked again random job but I and I worked again random job but I worked for a guy who did remodels it was worked for a guy who did remodels it was worked for a guy who did remodels it was my brother-in-law okay and I lived up my brother-in-law okay and I lived up my brother-in-law okay and I lived up there for a while before houses like there for a while before houses like there for a while before houses like flipping them pretty much yeah basic he flipping them pretty much yeah basic he flipping them pretty much yeah basic he would go in and you know he was he would would go in and you know he was he would would go in and you know he was he would do like um if they wanted a you know new do like um if they wanted a you know new do like um if they wanted a you know new kitchen or new bathrooms he would do kitchen or new bathrooms he would do kitchen or new bathrooms he would do kind of like smaller projects within kind of like smaller projects within kind of like smaller projects within houses that were home remodeling really houses that were home remodeling really houses that were home remodeling really cool so I did that and uh then I went on cool so I did that and uh then I went on cool so I did that and uh then I went on my mission and served in Honduras wow my mission and served in Honduras wow my mission and served in Honduras wow yeah that's shocking yeah it was it was yeah that's shocking yeah it was it was yeah that's shocking yeah it was it was right during like some really high right during like some really high right during like some really high political tension we were on lockdown political tension we were on lockdown political tension we were on lockdown for a long long periods of time on my for a long long periods of time on my for a long long periods of time on my mission because there was like a lot of mission because there was like a lot of mission because there was like a lot of civil unrest but I mean as a missionary
12:00civil unrest but I mean as a missionary civil unrest but I mean as a missionary you don't even realize that that stuff's you don't even realize that that stuff's you don't even realize that that stuff's really happening you're just I don't really happening you're just I don't really happening you're just I don't know you're so naive you just think know you're so naive you just think know you're so naive you just think you're safe with God right yeah exactly you're safe with God right yeah exactly you're safe with God right yeah exactly 100% um and then after I got home from 100% um and then after I got home from 100% um and then after I got home from my mission uh that's when I I got into my mission uh that's when I I got into my mission uh that's when I I got into BYU and that's when I started going BYU and that's when I started going BYU and that's when I started going there so BYU Provo and you yeah you there so BYU Provo and you yeah you there so BYU Provo and you yeah you graduate in the advertising Department M graduate in the advertising Department M graduate in the advertising Department M um really cool I think my aunt I want to um really cool I think my aunt I want to um really cool I think my aunt I want to say my aunt served in Honduras got like say my aunt served in Honduras got like say my aunt served in Honduras got like a tapeworm came back like with 50 lbs a tapeworm came back like with 50 lbs a tapeworm came back like with 50 lbs underweight like or whatever and like it underweight like or whatever and like it underweight like or whatever and like it was gnarly same thing happened to me man was gnarly same thing happened to me man was gnarly same thing happened to me man I I feel like most people if you get out I I feel like most people if you get out I I feel like most people if you get out of there without a parasite you're like of there without a parasite you're like of there without a parasite you're like yeah this the joke was that if you get yeah this the joke was that if you get yeah this the joke was that if you get out of there without a parasite and not out of there without a parasite and not out of there without a parasite and not getting robbed like that was you like getting robbed like that was you like getting robbed like that was you like you must be extra holy or something I you must be extra holy or something I you must be extra holy or something I never got mugged but I definitely got my never got mugged but I definitely got my never got mugged but I definitely got my my fair share of parasites yeah I I my fair share of parasites yeah I I my fair share of parasites yeah I I remember I I've been to Ecuador a couple remember I I've been to Ecuador a couple remember I I've been to Ecuador a couple times humanitarian trips and by that by times humanitarian trips and by that by
13:00times humanitarian trips and by that by the last couple days there you're just the last couple days there you're just the last couple days there you're just throwing up you're you know you got throwing up you're you know you got throwing up you're you know you got diarrhea they call it double dragon you diarrhea they call it double dragon you diarrhea they call it double dragon you know like you feel like you're on your know like you feel like you're on your know like you feel like you're on your deathbed sweating for sure it's snarly deathbed sweating for sure it's snarly deathbed sweating for sure it's snarly for some reason as missionaries we for some reason as missionaries we for some reason as missionaries we always thought it was like the cure to always thought it was like the cure to always thought it was like the cure to like chug a half a bottle of Pepto like chug a half a bottle of Pepto like chug a half a bottle of Pepto Bismol and a in a Coke and just lay Bismol and a in a Coke and just lay Bismol and a in a Coke and just lay there and for some reason we thought there and for some reason we thought there and for some reason we thought that would work but it just never did my that would work but it just never did my that would work but it just never did my dad always said Coke help kill parasites dad always said Coke help kill parasites dad always said Coke help kill parasites but yeah I I don't think there's any but yeah I I don't think there's any but yeah I I don't think there's any science exactly that's that's probably science exactly that's that's probably science exactly that's that's probably what we thought too yeah oh man so you what we thought too yeah oh man so you what we thought too yeah oh man so you get back um start going to school and um get back um start going to school and um get back um start going to school and um so you graduate and then you start so you graduate and then you start so you graduate and then you start working in working in working in advertising yeah right and how how are advertising yeah right and how how are advertising yeah right and how how are you feeling at that point well it's you feeling at that point well it's you feeling at that point well it's interesting because so this is honestly interesting because so this is honestly interesting because so this is honestly people ask you know that you know the people ask you know that you know the people ask you know that you know the question of like do you have any regrets question of like do you have any regrets question of like do you have any regrets of what you did in school or like the of what you did in school or like the of what you did in school or like the way your career's gone and really the way your career's gone and really the way your career's gone and really the only thing I can I can turn back to is only thing I can I can turn back to is only thing I can I can turn back to is that when I went into advertising um I that when I went into advertising um I that when I went into advertising um I you have two choic in advertising you
14:00you have two choic in advertising you you have two choic in advertising you can go into the management track or you can go into the management track or you can go into the management track or you can go into the creative track and I can go into the creative track and I can go into the creative track and I thought like oh I don't have a ton of thought like oh I don't have a ton of thought like oh I don't have a ton of creative background and I was wasn't creative background and I was wasn't creative background and I was wasn't super interested in like buckling down super interested in like buckling down super interested in like buckling down for the extra year it would have taken for the extra year it would have taken for the extra year it would have taken me to like develop some of those skills me to like develop some of those skills me to like develop some of those skills and go into like the creative portion of and go into like the creative portion of and go into like the creative portion of that and so I went into the management that and so I went into the management that and so I went into the management side of of it and and that's kind of side of of it and and that's kind of side of of it and and that's kind of what I graduated and that's what I got what I graduated and that's what I got what I graduated and that's what I got my jobs in afterwards I was in uh kind my jobs in afterwards I was in uh kind my jobs in afterwards I was in uh kind of advertising management I guess for of advertising management I guess for of advertising management I guess for like six or s years with the agency that like six or s years with the agency that like six or s years with the agency that I was with here in Provo MH um and then I was with here in Provo MH um and then I was with here in Provo MH um and then after that I kind of left uh working after that I kind of left uh working after that I kind of left uh working with that advertising agency and I got with that advertising agency and I got with that advertising agency and I got into tech product management project into tech product management project into tech product management project management and so that's when I I was at management and so that's when I I was at management and so that's when I I was at a company doing that for two years and a company doing that for two years and a company doing that for two years and then that's when I went to weave and I then that's when I went to weave and I then that's when I went to weave and I was kind of doing some of that similar was kind of doing some of that similar was kind of doing some of that similar stuff there um but you know I always stuff there um but you know I always stuff there um but you know I always kind of thought like oh it would have kind of thought like oh it would have kind of thought like oh it would have been interesting if I would have been interesting if I would have been interesting if I would have actually taken the time to develop some actually taken the time to develop some actually taken the time to develop some of those skills that I still wish I had of those skills that I still wish I had of those skills that I still wish I had from a creative standpoint um because
15:00from a creative standpoint um because from a creative standpoint um because it's still stuff that I dabble in and it's still stuff that I dabble in and it's still stuff that I dabble in and it's still stuff that is like very it's still stuff that is like very it's still stuff that is like very interesting to me um but that's kind of interesting to me um but that's kind of interesting to me um but that's kind of my arc of what happened after school my arc of what happened after school my arc of what happened after school into yeah into my careers that's cool um into yeah into my careers that's cool um into yeah into my careers that's cool um and then so while you're working in and then so while you're working in and then so while you're working in advertising are you like pretty advertising are you like pretty advertising are you like pretty dissatisfied or you just always look dissatisfied or you just always look dissatisfied or you just always look thinking about different business ideas thinking about different business ideas thinking about different business ideas like yeah yeah well it's interesting cuz like yeah yeah well it's interesting cuz like yeah yeah well it's interesting cuz the the form of advertising that we were the the form of advertising that we were the the form of advertising that we were working in it was influencer advertising working in it was influencer advertising working in it was influencer advertising and so we were dealing with you and so we were dealing with you and so we were dealing with you know really big name YouTubers and know really big name YouTubers and know really big name YouTubers and Instagram influencers and you know Tik Instagram influencers and you know Tik Instagram influencers and you know Tik Tok wasn't a thing yet right but we were Tok wasn't a thing yet right but we were Tok wasn't a thing yet right but we were dealing with a lot of people that had a dealing with a lot of people that had a dealing with a lot of people that had a lot of influence and and things like lot of influence and and things like lot of influence and and things like that and it ended up really where I that and it ended up really where I that and it ended up really where I started to become dissatisfied with what started to become dissatisfied with what started to become dissatisfied with what I was doing within advertising is I I was doing within advertising is I I was doing within advertising is I found it I found it being incredibly found it I found it being incredibly found it I found it being incredibly mind warping to be like always in that
16:00mind warping to be like always in that mind warping to be like always in that space of people I don't know just the space of people I don't know just the space of people I don't know just the influencer space in general like I influencer space in general like I influencer space in general like I remember you know like my job was remember you know like my job was remember you know like my job was basically to like watch YouTube and make basically to like watch YouTube and make basically to like watch YouTube and make sure that they were advertising our sure that they were advertising our sure that they were advertising our products correctly and communicate with products correctly and communicate with products correctly and communicate with these these these different influencers these these these different influencers these these these different influencers and and 90% of the people that we uh and and 90% of the people that we uh and and 90% of the people that we uh would deal with were amazing people and would deal with were amazing people and would deal with were amazing people and I like still like think that you know I like still like think that you know I like still like think that you know most of the people and influencers that most of the people and influencers that most of the people and influencers that I dealt with on a regular basis were I dealt with on a regular basis were I dealt with on a regular basis were amazing some of them you know felt like amazing some of them you know felt like amazing some of them you know felt like that because of the influence they that because of the influence they that because of the influence they wielded were you know they had more Pole wielded were you know they had more Pole wielded were you know they had more Pole or were more important than you'd think or were more important than you'd think or were more important than you'd think they were yeah um but also the other they were yeah um but also the other they were yeah um but also the other portion of that too is that it made you portion of that too is that it made you portion of that too is that it made you start thinking that like your life that start thinking that like your life that start thinking that like your life that you're actually living wasn't what it you're actually living wasn't what it you're actually living wasn't what it should be right it kind of warped your should be right it kind of warped your should be right it kind of warped your perspective on on the life I had and the perspective on on the life I had and the perspective on on the life I had and the life I had was amazing like you know life I had was amazing like you know life I had was amazing like you know like there's no reason I should be like there's no reason I should be like there's no reason I should be dissatisfied with the life I was living dissatisfied with the life I was living dissatisfied with the life I was living like both my wife and I had good careers like both my wife and I had good careers like both my wife and I had good careers and you know things were going really and you know things were going really and you know things were going really well and you know there was really well and you know there was really well and you know there was really nothing to be mad about but I'd get home
17:00nothing to be mad about but I'd get home nothing to be mad about but I'd get home and be like oh man I need like a private and be like oh man I need like a private and be like oh man I need like a private helicopter to go to like Hawaii and like helicopter to go to like Hawaii and like helicopter to go to like Hawaii and like Skydive or whatevering your life prob Skydive or whatevering your life prob Skydive or whatevering your life prob exactly where it's you know it kind of exactly where it's you know it kind of exactly where it's you know it kind of becomes mind warping and so that's becomes mind warping and so that's becomes mind warping and so that's that's why I decided to kind of get out that's why I decided to kind of get out that's why I decided to kind of get out of that um so those those of that um so those those of that um so those those influencers being in their proximity influencers being in their proximity influencers being in their proximity right um kind of like changed your right um kind of like changed your right um kind of like changed your mindset about work and like what you mindset about work and like what you mindset about work and like what you wanted to do long term and that kind of wanted to do long term and that kind of wanted to do long term and that kind of sparked your interest in uh entrepreneur sparked your interest in uh entrepreneur sparked your interest in uh entrepreneur ship pretty much yeah yeah I think that ship pretty much yeah yeah I think that ship pretty much yeah yeah I think that that's where I kind of realized number that's where I kind of realized number that's where I kind of realized number one seeing how they built their one seeing how they built their one seeing how they built their businesses for themselves and me realize businesses for themselves and me realize businesses for themselves and me realize like oh okay like there there's there like oh okay like there there's there like oh okay like there there's there could be something different out there could be something different out there could be something different out there and even before then like I have I had and even before then like I have I had and even before then like I have I had wanted to start businesses but I I think wanted to start businesses but I I think wanted to start businesses but I I think you know being in close proximity to to you know being in close proximity to to you know being in close proximity to to a lot of you know those different social a lot of you know those different social a lot of you know those different social media influencers who had built really media influencers who had built really media influencers who had built really impressive businesses just based off of impressive businesses just based off of impressive businesses just based off of you know influence and influ their you know influence and influ their you know influence and influ their following yeah um kind of made me following yeah um kind of made me following yeah um kind of made me realized that I I kind of wanted to do
18:00realized that I I kind of wanted to do realized that I I kind of wanted to do something different as well cool and uh something different as well cool and uh something different as well cool and uh you know that's that was kind of the you know that's that was kind of the you know that's that was kind of the initial uh kind of the impetus of us initial uh kind of the impetus of us initial uh kind of the impetus of us wanting to to you know really actually wanting to to you know really actually wanting to to you know really actually go after starting something of our own go after starting something of our own go after starting something of our own it still was you know two and a half it still was you know two and a half it still was you know two and a half three years before we actually found three years before we actually found three years before we actually found something that we wanted to do but so so something that we wanted to do but so so something that we wanted to do but so so but that kind of got you on the track of but that kind of got you on the track of but that kind of got you on the track of like thinking of different business like thinking of different business like thinking of different business ideas like the ideation phase and how ideas like the ideation phase and how ideas like the ideation phase and how how do yeah what gave you the idea for how do yeah what gave you the idea for how do yeah what gave you the idea for plunge tell us about that yeah so back plunge tell us about that yeah so back plunge tell us about that yeah so back in like end of 2017 into in like end of 2017 into in like end of 2017 into 2018 um I I love to dabble in you know 2018 um I I love to dabble in you know 2018 um I I love to dabble in you know Endurance Sports so mountain biking and Endurance Sports so mountain biking and Endurance Sports so mountain biking and trail running and uh you know kind of trail running and uh you know kind of trail running and uh you know kind of everything in between and I was in the everything in between and I was in the everything in between and I was in the midst of training for um a trail midst of training for um a trail midst of training for um a trail marathon and a really long bike ride marathon and a really long bike ride marathon and a really long bike ride that I was going to do with my brothers that I was going to do with my brothers that I was going to do with my brothers we call our suffer Fest that we do like we call our suffer Fest that we do like we call our suffer Fest that we do like every other year and I was in the midst
19:00every other year and I was in the midst every other year and I was in the midst of kind of training for those two things of kind of training for those two things of kind of training for those two things and um I was kind of pushing it pretty and um I was kind of pushing it pretty and um I was kind of pushing it pretty hard to be able to be ready for both of hard to be able to be ready for both of hard to be able to be ready for both of those you know two Endeavors and it was those you know two Endeavors and it was those you know two Endeavors and it was interesting because I was just looking interesting because I was just looking interesting because I was just looking for a way to like recover my body so for a way to like recover my body so for a way to like recover my body so that I could you know bike one day and that I could you know bike one day and that I could you know bike one day and then go run the next day and kind of then go run the next day and kind of then go run the next day and kind of continue to do that and I kind of looked continue to do that and I kind of looked continue to do that and I kind of looked back on you know my time playing back on you know my time playing back on you know my time playing football and in Beaver and they would football and in Beaver and they would football and in Beaver and they would always have us take ice baths when we always have us take ice baths when we always have us take ice baths when we were sore and I was like I wonder if were sore and I was like I wonder if were sore and I was like I wonder if that that would work and so I started to that that would work and so I started to that that would work and so I started to go sit in the Provo River and just soak go sit in the Provo River and just soak go sit in the Provo River and just soak my legs MH and uh it was helping you my legs MH and uh it was helping you my legs MH and uh it was helping you know you know quite a bit from just a know you know quite a bit from just a know you know quite a bit from just a recovery standpoint and I was like huh recovery standpoint and I was like huh recovery standpoint and I was like huh that's really cool but it wasn't until a that's really cool but it wasn't until a that's really cool but it wasn't until a few months after that where i' you know few months after that where i' you know few months after that where i' you know been doing this two to three times a been doing this two to three times a been doing this two to three times a week where I noticed that it was really week where I noticed that it was really week where I noticed that it was really helping with my anxiety and really helping with my anxiety and really helping with my anxiety and really helping with the like my overall stress helping with the like my overall stress helping with the like my overall stress levels yeah cuz from the time I was in levels yeah cuz from the time I was in levels yeah cuz from the time I was in high school I've always dealt with what high school I've always dealt with what high school I've always dealt with what I would call like low LEL like anxiety
20:00I would call like low LEL like anxiety I would call like low LEL like anxiety attacks and panic attacks and stuff and attacks and panic attacks and stuff and attacks and panic attacks and stuff and um and it wasn't you know until I had um and it wasn't you know until I had um and it wasn't you know until I had started you know utilizing the cold started you know utilizing the cold started you know utilizing the cold quite often that like my wife mentioned quite often that like my wife mentioned quite often that like my wife mentioned she's like hey you haven't had like any she's like hey you haven't had like any she's like hey you haven't had like any of your anxiety attacks or anything for of your anxiety attacks or anything for of your anxiety attacks or anything for a long time right and I was like huh a long time right and I was like huh a long time right and I was like huh that's weird like and I was trying to that's weird like and I was trying to that's weird like and I was trying to think of what's changed and the only think of what's changed and the only think of what's changed and the only thing that had Chang is that I was in thing that had Chang is that I was in thing that had Chang is that I was in cold water and so anyways you know fast cold water and so anyways you know fast cold water and so anyways you know fast forward about a month from there I was forward about a month from there I was forward about a month from there I was listening to a book called The Finish listening to a book called The Finish listening to a book called The Finish way and in the Finish way they talk way and in the Finish way they talk way and in the Finish way they talk about sauna and cold plunge and well about sauna and cold plunge and well about sauna and cold plunge and well sauna and winter swimming and they kind sauna and winter swimming and they kind sauna and winter swimming and they kind of correlate that to one of the reasons of correlate that to one of the reasons of correlate that to one of the reasons why the fins are so happy and why they why the fins are so happy and why they why the fins are so happy and why they always rank so highly wow on the always rank so highly wow on the always rank so highly wow on the happiness index interesting and uh so I happiness index interesting and uh so I happiness index interesting and uh so I was like huh I've never tried you know was like huh I've never tried you know was like huh I've never tried you know I've saw it before but I've never I've saw it before but I've never I've saw it before but I've never actually tried the two together and so actually tried the two together and so actually tried the two together and so we found different ways to do it and we found different ways to do it and we found different ways to do it and from the very first time it was like you from the very first time it was like you from the very first time it was like you know pretty mindblowing like the feeling know pretty mindblowing like the feeling know pretty mindblowing like the feeling that you feel directly out of the sauna that you feel directly out of the sauna that you feel directly out of the sauna getting into the cold MH and like you
21:00getting into the cold MH and like you getting into the cold MH and like you know I linked up with my wife after that know I linked up with my wife after that know I linked up with my wife after that and she was actually the one to say this and she was actually the one to say this and she was actually the one to say this time around like hey this is like a time around like hey this is like a time around like hey this is like a business we should start I'm like wait business we should start I'm like wait business we should start I'm like wait you're pitching me a business idea yeah you're pitching me a business idea yeah you're pitching me a business idea yeah like let's do this all your dumb ideas like let's do this all your dumb ideas like let's do this all your dumb ideas exactly and so yeah of course she'd be exactly and so yeah of course she'd be exactly and so yeah of course she'd be the one that like the first one she says the one that like the first one she says the one that like the first one she says like you know we actually do but yeah um like you know we actually do but yeah um like you know we actually do but yeah um it yeah that was kind of what drove the it yeah that was kind of what drove the it yeah that was kind of what drove the whole thing and um yeah so you're whole thing and um yeah so you're whole thing and um yeah so you're working at were working at weave at the working at were working at weave at the working at were working at weave at the time right yeah cuz I well I was working time right yeah cuz I well I was working time right yeah cuz I well I was working at a company called rain Focus okay at a company called rain Focus okay at a company called rain Focus okay and it was right about then that we and it was right about then that we and it was right about then that we decided like hey let's do this and so decided like hey let's do this and so decided like hey let's do this and so that's when I quit CU I was like we're that's when I quit CU I was like we're that's when I quit CU I was like we're going to actually like commit to this going to actually like commit to this going to actually like commit to this and we're going to do it and then the and we're going to do it and then the and we're going to do it and then the pandemic hit I had a good friend that pandemic hit I had a good friend that pandemic hit I had a good friend that was working at weave and you know during was working at weave and you know during was working at weave and you know during the pandemic he's like hey we need some the pandemic he's like hey we need some the pandemic he's like hey we need some people to help with you know a few tasks people to help with you know a few tasks people to help with you know a few tasks they brought me on as a consultant and they brought me on as a consultant and they brought me on as a consultant and then I just stayed there for two years then I just stayed there for two years then I just stayed there for two years and they were really flexible yeah and I and they were really flexible yeah and I and they were really flexible yeah and I uh actually worked at weave while I was
22:00uh actually worked at weave while I was uh actually worked at weave while I was starting plunge and they were just they starting plunge and they were just they starting plunge and they were just they were really good to work with in that were really good to work with in that were really good to work with in that you know in that fashion so I so you so you know in that fashion so I so you so you know in that fashion so I so you so what were kind of like the first steps what were kind of like the first steps what were kind of like the first steps that you did to take um to start plunge that you did to take um to start plunge that you did to take um to start plunge you found a location yeah well it's you found a location yeah well it's you found a location yeah well it's funny because the the first thing that funny because the the first thing that funny because the the first thing that we started to do is we started to like we started to do is we started to like we started to do is we started to like kind of model out what the potential kind of model out what the potential kind of model out what the potential Revenue could be right and so we started Revenue could be right and so we started Revenue could be right and so we started messing around with a whole bunch of messing around with a whole bunch of messing around with a whole bunch of different like models to see like how different like models to see like how different like models to see like how much would we need to charge how many much would we need to charge how many much would we need to charge how many people would need to come in do we there people would need to come in do we there people would need to come in do we there wasn't like anything like that on the wasn't like anything like that on the wasn't like anything like that on the market no no not really and so and that market no no not really and so and that market no no not really and so and that was the other hard part is that you know was the other hard part is that you know was the other hard part is that you know when I would meet with my other friends when I would meet with my other friends when I would meet with my other friends that were my mentors you know the first that were my mentors you know the first that were my mentors you know the first thing they'd say is like well you know thing they'd say is like well you know thing they'd say is like well you know have you done some market research I'm have you done some market research I'm have you done some market research I'm like well it's really hard to do market like well it's really hard to do market like well it's really hard to do market research like I've only found you know research like I've only found you know research like I've only found you know two places that kind of modeled like two places that kind of modeled like two places that kind of modeled like kind of what we wanted to kind of what we wanted to kind of what we wanted to do and even like those you know those do and even like those you know those do and even like those you know those businesses were operating in a little businesses were operating in a little businesses were operating in a little bit different way than we wanted to bit different way than we wanted to bit different way than we wanted to operate and so I didn't know operate and so I didn't know operate and so I didn't know you know how to really do that market
23:00you know how to really do that market you know how to really do that market research and really what we ended up research and really what we ended up research and really what we ended up doing is we just ended up inviting doing is we just ended up inviting doing is we just ended up inviting people over to sit in our C and sit in people over to sit in our C and sit in people over to sit in our C and sit in our cattle trough and like go sit in the our cattle trough and like go sit in the our cattle trough and like go sit in the river and like get people's feedback on river and like get people's feedback on river and like get people's feedback on if they enjoyed it would they do it if they enjoyed it would they do it if they enjoyed it would they do it again it was just it it was so like kind again it was just it it was so like kind again it was just it it was so like kind of like Guerilla tactic just trying to of like Guerilla tactic just trying to of like Guerilla tactic just trying to get people's feedback on it and the one get people's feedback on it and the one get people's feedback on it and the one thing that kept like coming back to us thing that kept like coming back to us thing that kept like coming back to us is that like every single person that we is that like every single person that we is that like every single person that we had to come and do it even the ones that had to come and do it even the ones that had to come and do it even the ones that were like deathly afraid of you know were like deathly afraid of you know were like deathly afraid of you know sitting in ice water like they would be sitting in ice water like they would be sitting in ice water like they would be like no I do that 100% like I feel so like no I do that 100% like I feel so like no I do that 100% like I feel so good I slept so good that night and like good I slept so good that night and like good I slept so good that night and like that's the feedback that we kept getting that's the feedback that we kept getting that's the feedback that we kept getting um and so other than that like it's um and so other than that like it's um and so other than that like it's funny to look back on this because we funny to look back on this because we funny to look back on this because we made such a like big risk right by doing made such a like big risk right by doing made such a like big risk right by doing this with really not knowing other than this with really not knowing other than this with really not knowing other than like having people come into our like having people come into our like having people come into our backyard like hanging out in our cattle backyard like hanging out in our cattle backyard like hanging out in our cattle trough whether or not it was you know trough whether or not it was you know trough whether or not it was you know viable business wow so yeah from from viable business wow so yeah from from viable business wow so yeah from from there after like doing the the minimal there after like doing the the minimal there after like doing the the minimal amount of market research that we could
24:00amount of market research that we could amount of market research that we could some validation yeah we uh we that's some validation yeah we uh we that's some validation yeah we uh we that's when we kind of started to look for a when we kind of started to look for a when we kind of started to look for a location and that's really when the location and that's really when the location and that's really when the pandemic hit full swing and so the the pandemic hit full swing and so the the pandemic hit full swing and so the the first version of plunge that we really first version of plunge that we really first version of plunge that we really wanted to do was kind of a more blown wanted to do was kind of a more blown wanted to do was kind of a more blown out version where we wanted to have like out version where we wanted to have like out version where we wanted to have like a space for yoga and breathing and and a space for yoga and breathing and and a space for yoga and breathing and and maybe even massage and yeah as we maybe even massage and yeah as we maybe even massage and yeah as we started getting further into the started getting further into the started getting further into the pandemic we just got this feeling that pandemic we just got this feeling that pandemic we just got this feeling that we really needed to pair down what we we really needed to pair down what we we really needed to pair down what we did and really try and do contrast did and really try and do contrast did and really try and do contrast therapy the best that we can in order therapy the best that we can in order therapy the best that we can in order to you know to try and do that the very to you know to try and do that the very to you know to try and do that the very best that we can cuz I don't know a lot best that we can cuz I don't know a lot best that we can cuz I don't know a lot about massage so I I didn't know if we about massage so I I didn't know if we about massage so I I didn't know if we could do massage very well so the could do massage very well so the could do massage very well so the initial idea pretty much was like a all initial idea pretty much was like a all initial idea pretty much was like a all around spa place where you could get around spa place where you could get around spa place where you could get massages you could do yoga C pun sauna massages you could do yoga C pun sauna massages you could do yoga C pun sauna maybe even workout there yeah and then maybe even workout there yeah and then maybe even workout there yeah and then you kind of just realize during Co hey you kind of just realize during Co hey you kind of just realize during Co hey like this is a big risk especially with like this is a big risk especially with like this is a big risk especially with like a pandemic that could come out like a pandemic that could come out like a pandemic that could come out nowhere like maybe we should go a little nowhere like maybe we should go a little nowhere like maybe we should go a little bit more nich right yeah I think we're
25:00bit more nich right yeah I think we're bit more nich right yeah I think we're listening to The Lean Startup I don't listening to The Lean Startup I don't listening to The Lean Startup I don't know if you've ever read that book or I know if you've ever read that book or I know if you've ever read that book or I I think I've heard of it I I I don't I think I've heard of it I I I don't I think I've heard of it I I I don't know yeah but anyways like one of the know yeah but anyways like one of the know yeah but anyways like one of the big things about that is you know come big things about that is you know come big things about that is you know come up with with what your MVP is right what up with with what your MVP is right what up with with what your MVP is right what is your minimum viable product and we is your minimum viable product and we is your minimum viable product and we realize that our our minimum viable realize that our our minimum viable realize that our our minimum viable product is sauna and cold plune and we product is sauna and cold plune and we product is sauna and cold plune and we also realize that if we could do that also realize that if we could do that also realize that if we could do that well it would make our business a lot well it would make our business a lot well it would make our business a lot more scalable and a lot easier to run in more scalable and a lot easier to run in more scalable and a lot easier to run in the long term because we don't have so the long term because we don't have so the long term because we don't have so many moving parts to um so that's kind many moving parts to um so that's kind many moving parts to um so that's kind of why we decided to try and you know of why we decided to try and you know of why we decided to try and you know really pair it down into what you see at really pair it down into what you see at really pair it down into what you see at plun Provo and there's definitely things plun Provo and there's definitely things plun Provo and there's definitely things we've learned from plun Provo that we're we've learned from plun Provo that we're we've learned from plun Provo that we're like we'd never do it that way again like we'd never do it that way again like we'd never do it that way again right but at the same time I think we right but at the same time I think we right but at the same time I think we were really lucky that we did try and do were really lucky that we did try and do were really lucky that we did try and do you know things as simply as possible so you know things as simply as possible so you know things as simply as possible so that you know I I think it gave us less that you know I I think it gave us less that you know I I think it gave us less things that could go wrong so that we things that could go wrong so that we things that could go wrong so that we could focus on the things that were could focus on the things that were could focus on the things that were going right I guess you know totally I
26:00going right I guess you know totally I going right I guess you know totally I don't know so and then when So Co don't know so and then when So Co don't know so and then when So Co happens and then when do you open plunge happens and then when do you open plunge happens and then when do you open plunge Provo first location yeah so that was in Provo first location yeah so that was in Provo first location yeah so that was in June of 2021 is when we first got 2021 June of 2021 is when we first got 2021 June of 2021 is when we first got 2021 yeah so a full year pretty much in yeah so a full year pretty much in yeah so a full year pretty much in change from when covid strikes pretty change from when covid strikes pretty change from when covid strikes pretty much yeah basically yeah we we we locked much yeah basically yeah we we we locked much yeah basically yeah we we we locked down our space in like November of 2020 down our space in like November of 2020 down our space in like November of 2020 mhm and we thought the buildout was mhm and we thought the buildout was mhm and we thought the buildout was going to be super simple really fast and going to be super simple really fast and going to be super simple really fast and you know it never is right you know and you know it never is right you know and you know it never is right you know and so that took a little bit longer than we so that took a little bit longer than we so that took a little bit longer than we had thought and uh then we finally you had thought and uh then we finally you had thought and uh then we finally you know opened our doors in June of 2021 know opened our doors in June of 2021 know opened our doors in June of 2021 heck yeah how um how were you thinking heck yeah how um how were you thinking heck yeah how um how were you thinking what were you thinking day one it opens what were you thinking day one it opens what were you thinking day one it opens I I tell people um it was it was such an I I tell people um it was it was such an I I tell people um it was it was such an interesting Journey because this thing interesting Journey because this thing interesting Journey because this thing that had been so important as like a that had been so important as like a that had been so important as like a tool in my toolbx for my anxiety and my tool in my toolbx for my anxiety and my tool in my toolbx for my anxiety and my um stress it like completely turned on
27:00um stress it like completely turned on um stress it like completely turned on me from the very first day that we me from the very first day that we me from the very first day that we opened cuz then I like if I thought opened cuz then I like if I thought opened cuz then I like if I thought about cold plunging it would put me about cold plunging it would put me about cold plunging it would put me right into like an anxiety attack yeah right into like an anxiety attack yeah right into like an anxiety attack yeah like literally for a while like for the like literally for a while like for the like literally for a while like for the first few weeks like I literally could first few weeks like I literally could first few weeks like I literally could not run the business cuz it would it not run the business cuz it would it not run the business cuz it would it like I just couldn't and so like my my like I just couldn't and so like my my like I just couldn't and so like my my wife she's an angel she stepped in and wife she's an angel she stepped in and wife she's an angel she stepped in and started running quite a bit of it and we started running quite a bit of it and we started running quite a bit of it and we had some other people that we had hired had some other people that we had hired had some other people that we had hired that like really took a big role until that like really took a big role until that like really took a big role until like like like I felt like I could do it and it was the I felt like I could do it and it was the I felt like I could do it and it was the weirdest experience of my life and I weirdest experience of my life and I weirdest experience of my life and I tell people that are looking to get into tell people that are looking to get into tell people that are looking to get into entrepreneurship that those you know entrepreneurship that those you know entrepreneurship that those you know depending on you know we literally put depending on you know we literally put depending on you know we literally put up our house to you know to to get the up our house to you know to to get the up our house to you know to to get the funds to to make it happen and so that funds to to make it happen and so that funds to to make it happen and so that was part of the stress level thinking was part of the stress level thinking was part of the stress level thinking like if this doesn't work like I just like if this doesn't work like I just like if this doesn't work like I just ruin my family life and but depending on ruin my family life and but depending on ruin my family life and but depending on you know what level of investment you you know what level of investment you you know what level of investment you have into it whether emotionally or or have into it whether emotionally or or have into it whether emotionally or or financially the those first months can financially the those first months can financially the those first months can be and most likely will be the hardest
28:00be and most likely will be the hardest be and most likely will be the hardest months of your entire life like it is months of your entire life like it is months of your entire life like it is it's it's rough it's difficult and it's it's it's rough it's difficult and it's it's it's rough it's difficult and it's really dark yeah um but at the same time really dark yeah um but at the same time really dark yeah um but at the same time like you learn things about yourself like you learn things about yourself like you learn things about yourself coming through something like that that coming through something like that that coming through something like that that that's that are really important right that's that are really important right that's that are really important right so anyways and that that might just be so anyways and that that might just be so anyways and that that might just be personal to me I know I've talked to a personal to me I know I've talked to a personal to me I know I've talked to a few other entrepreneurs who say the same few other entrepreneurs who say the same few other entrepreneurs who say the same thing yeah but it's it's scary yeah thing yeah but it's it's scary yeah thing yeah but it's it's scary yeah scary and uh yeah it's it's a it's a scary and uh yeah it's it's a it's a scary and uh yeah it's it's a it's a whole experience in and of itself so so whole experience in and of itself so so whole experience in and of itself so so what were some of those early what were some of those early what were some of those early struggles well so just there's there's struggles well so just there's there's struggles well so just there's there's always uh there's I for the Imposter always uh there's I for the Imposter always uh there's I for the Imposter syndrome is a is a big thing right like syndrome is a is a big thing right like syndrome is a is a big thing right like you're like okay I've set this thing up you're like okay I've set this thing up you're like okay I've set this thing up I'm really hoping it's going to work is I'm really hoping it's going to work is I'm really hoping it's going to work is it actually going to work and do I it actually going to work and do I it actually going to work and do I actually know enough of what I'm doing actually know enough of what I'm doing actually know enough of what I'm doing to actually make this work right and to actually make this work right and to actually make this work right and then not only that but is like the the then not only that but is like the the then not only that but is like the the space started to get used you know it's
29:00space started to get used you know it's space started to get used you know it's like the first little bit you're like like the first little bit you're like like the first little bit you're like okay well we had one person in today okay well we had one person in today okay well we had one person in today yeah you know and then week two we had yeah you know and then week two we had yeah you know and then week two we had uh five people in you know like you know uh five people in you know like you know uh five people in you know like you know it's just like you in those weeks will it's just like you in those weeks will it's just like you in those weeks will feel immensely long right when you're feel immensely long right when you're feel immensely long right when you're not sure if things will actually you not sure if things will actually you not sure if things will actually you know start start working and so you know know start start working and so you know know start start working and so you know though that in and of itself is is though that in and of itself is is though that in and of itself is is pretty hard we learned a lot of lessons pretty hard we learned a lot of lessons pretty hard we learned a lot of lessons with the equipment that we put in with with the equipment that we put in with with the equipment that we put in with the kind of coal plunges that we put in the kind of coal plunges that we put in the kind of coal plunges that we put in with the drainage with the filters yeah with the drainage with the filters yeah with the drainage with the filters yeah filters like so many things and it and filters like so many things and it and filters like so many things and it and it you have to be okay with a process of it you have to be okay with a process of it you have to be okay with a process of learning what you did wrong to make it learning what you did wrong to make it learning what you did wrong to make it right because it's not going to be a right because it's not going to be a right because it's not going to be a really quick fix and that's that's part really quick fix and that's that's part really quick fix and that's that's part of it too is that I'm I I just wanted to of it too is that I'm I I just wanted to of it too is that I'm I I just wanted to fix it all so fast and I knew that it fix it all so fast and I knew that it fix it all so fast and I knew that it wasn't going to be that way and it was wasn't going to be that way and it was wasn't going to be that way and it was hard to think of like okay how do we do hard to think of like okay how do we do hard to think of like okay how do we do this how are we going to go about this this how are we going to go about this this how are we going to go about this and it was just it was just kind of and it was just it was just kind of and it was just it was just kind of daunting if that makes sense wow that's daunting if that makes sense wow that's daunting if that makes sense wow that's crazy so you you were betting your
30:00crazy so you you were betting your crazy so you you were betting your entire life savings pretty much on entire life savings pretty much on entire life savings pretty much on starting this and you're like wow we've starting this and you're like wow we've starting this and you're like wow we've been open a week and one person's coming been open a week and one person's coming been open a week and one person's coming through PR much and it's like what how through PR much and it's like what how through PR much and it's like what how are we going to make this thing work are we going to make this thing work are we going to make this thing work pretty much well and not yeah and I mean pretty much well and not yeah and I mean pretty much well and not yeah and I mean too it's you know a lot of people like too it's you know a lot of people like too it's you know a lot of people like yourself that were coming in yeah like yourself that were coming in yeah like yourself that were coming in yeah like there was like this this little you know there was like this this little you know there was like this this little you know there were people that were talking there were people that were talking there were people that were talking about it yeah but like even when I about it yeah but like even when I about it yeah but like even when I talked about it to some of my family talked about it to some of my family talked about it to some of my family members a lot of them were like you know members a lot of them were like you know members a lot of them were like you know you're starting a business oh is it like you're starting a business oh is it like you're starting a business oh is it like know marketing or you doing something know marketing or you doing something know marketing or you doing something with like ad like what are you doing or with like ad like what are you doing or with like ad like what are you doing or something in Tech and I'd be like no I'm something in Tech and I'd be like no I'm something in Tech and I'd be like no I'm going to have people like go from a going to have people like go from a going to have people like go from a sauna to a cold plunge and it's such new sauna to a cold plunge and it's such new sauna to a cold plunge and it's such new science yeah yeah and so a lot of people science yeah yeah and so a lot of people science yeah yeah and so a lot of people were like okay you know so there's that were like okay you know so there's that were like okay you know so there's that whole thing playing in the back of your whole thing playing in the back of your whole thing playing in the back of your mind mind mind like we're people right like you know so like we're people right like you know so like we're people right like you know so it was It was kind of it was kind of a it was It was kind of it was kind of a it was It was kind of it was kind of a whole roller coaster and weird set of whole roller coaster and weird set of whole roller coaster and weird set of emotions and you know trying to figure emotions and you know trying to figure emotions and you know trying to figure out you know is what we're doing like out you know is what we're doing like out you know is what we're doing like actually something that people want to actually something that people want to actually something that people want to do or is am I like weird and like this
31:00do or is am I like weird and like this do or is am I like weird and like this you know what I mean I don't know that's you know what I mean I don't know that's you know what I mean I don't know that's that's that's funny I I feel like yeah that's that's funny I I feel like yeah that's that's funny I I feel like yeah especially at the beginning you were especially at the beginning you were especially at the beginning you were getting a lot of like hippie type people getting a lot of like hippie type people getting a lot of like hippie type people in there I I mean I was just like I I in there I I mean I was just like I I in there I I mean I was just like I I was always looking for health hacks to was always looking for health hacks to was always looking for health hacks to like I don't know I I feel like I've like I don't know I I feel like I've like I don't know I I feel like I've always tried to prioritize health always tried to prioritize health always tried to prioritize health because you know you only have one body because you know you only have one body because you know you only have one body and if you have a migraine or you're and if you have a migraine or you're and if you have a migraine or you're sick you can't focus on your family you sick you can't focus on your family you sick you can't focus on your family you can't focus on your es you can't focus can't focus on your es you can't focus can't focus on your es you can't focus spiritually so like prioritizing that is spiritually so like prioritizing that is spiritually so like prioritizing that is super important so yeah well and like we super important so yeah well and like we super important so yeah well and like we always talk like something that we always talk like something that we always talk like something that we always talk to people about yeah is that always talk to people about yeah is that always talk to people about yeah is that like you you put so much money into your like you you put so much money into your like you you put so much money into your car right like to make sure that your car right like to make sure that your car right like to make sure that your car is running smoothly you know like we car is running smoothly you know like we car is running smoothly you know like we we put so much into it and then like if we put so much into it and then like if we put so much into it and then like if you were to take that same amount of you were to take that same amount of you were to take that same amount of money that you probably spend on your money that you probably spend on your money that you probably spend on your cars and the maintenance on your cars cars and the maintenance on your cars cars and the maintenance on your cars and like you put it into your body your and like you put it into your body your and like you put it into your body your body would run way better way better body would run way better way better body would run way better way better right and it really is like I think we
32:00right and it really is like I think we right and it really is like I think we kind of forget about like our well-being kind of forget about like our well-being kind of forget about like our well-being and our body until it's too late and our body until it's too late and our body until it's too late sometimes yeah totally until it's like sometimes yeah totally until it's like sometimes yeah totally until it's like we're in a spot where it's like oh crap we're in a spot where it's like oh crap we're in a spot where it's like oh crap like now how do I fix this right and like now how do I fix this right and like now how do I fix this right and that's where and it just comes out of that's where and it just comes out of that's where and it just comes out of nowhere usually yeah yeah cuz the thing nowhere usually yeah yeah cuz the thing nowhere usually yeah yeah cuz the thing that like saunas and cold plunges have that like saunas and cold plunges have that like saunas and cold plunges have blown up like you've seen it on social blown up like you've seen it on social blown up like you've seen it on social media like cold punching everybody's media like cold punching everybody's media like cold punching everybody's doing a cold punch every day on doing a cold punch every day on doing a cold punch every day on Instagram for and I was part of that for Instagram for and I was part of that for Instagram for and I was part of that for sure um but the two things that really sure um but the two things that really sure um but the two things that really sold me on the saunas and the cold sold me on the saunas and the cold sold me on the saunas and the cold plunge was like basically sitting in a plunge was like basically sitting in a plunge was like basically sitting in a cold in cold water between 40 to 50° cold in cold water between 40 to 50° cold in cold water between 40 to 50° fahren for one minute is like crazy fahren for one minute is like crazy fahren for one minute is like crazy benefits Brown fat levels go up um it's benefits Brown fat levels go up um it's benefits Brown fat levels go up um it's like taking a free anti-depressant and like taking a free anti-depressant and like taking a free anti-depressant and free Aderall pretty much but without the free Aderall pretty much but without the free Aderall pretty much but without the consequences right it's like natural hit
33:00consequences right it's like natural hit consequences right it's like natural hit and then the thing that really sold me and then the thing that really sold me and then the thing that really sold me about the saunas and you know way more about the saunas and you know way more about the saunas and you know way more about this than me obviously but if you about this than me obviously but if you about this than me obviously but if you sit in a sauna that's over 170 degrees sit in a sauna that's over 170 degrees sit in a sauna that's over 170 degrees Fahrenheit for 20 minutes four to seven Fahrenheit for 20 minutes four to seven Fahrenheit for 20 minutes four to seven times a week your chance of all cause of times a week your chance of all cause of times a week your chance of all cause of death go down by 40% stroke heart attack death go down by 40% stroke heart attack death go down by 40% stroke heart attack heart disease go down by like heart disease go down by like heart disease go down by like 60% like crazy crazy science yeah it's 60% like crazy crazy science yeah it's 60% like crazy crazy science yeah it's interesting benefits yeah like the the interesting benefits yeah like the the interesting benefits yeah like the the science from the uh sauna perspective science from the uh sauna perspective science from the uh sauna perspective yeah is already pretty deep because yeah is already pretty deep because yeah is already pretty deep because sauna has been practiced for like sauna has been practiced for like sauna has been practiced for like forever in a lot of cultures yeah like forever in a lot of cultures yeah like forever in a lot of cultures yeah like in Finland and in you know Russia and in Finland and in you know Russia and in Finland and in you know Russia and Turkey like they all have their versions Turkey like they all have their versions Turkey like they all have their versions of that and so it's been it's been of that and so it's been it's been of that and so it's been it's been pretty well studied and you know all the pretty well studied and you know all the pretty well studied and you know all the all of the items that you talked about all of the items that you talked about all of the items that you talked about and they're starting to like find that and they're starting to like find that and they're starting to like find that there's even some some links to to
34:00there's even some some links to to there's even some some links to to Alzheimer's and you know of course Alzheimer's and you know of course Alzheimer's and you know of course really good benefits for your heart so really good benefits for your heart so really good benefits for your heart so it's it's interesting you know where it's it's interesting you know where it's it's interesting you know where that sauna is coming from and and you that sauna is coming from and and you that sauna is coming from and and you know the cold plunge I think within the know the cold plunge I think within the know the cold plunge I think within the next you know 10 years you're going to next you know 10 years you're going to next you know 10 years you're going to see a lot more peer reviewed research see a lot more peer reviewed research see a lot more peer reviewed research specifically to cold plunging and to specifically to cold plunging and to specifically to cold plunging and to contrast therapy as a whole yeah um it's contrast therapy as a whole yeah um it's contrast therapy as a whole yeah um it's still pretty new and that's also still pretty new and that's also still pretty new and that's also something that we want people to know something that we want people to know something that we want people to know about plunge is like there are a lot of about plunge is like there are a lot of about plunge is like there are a lot of these benefits but what we want people these benefits but what we want people these benefits but what we want people to to kind of experience is just come in to to kind of experience is just come in to to kind of experience is just come in and do it once for yourself and see how and do it once for yourself and see how and do it once for yourself and see how you feel right like if you feel better you feel right like if you feel better you feel right like if you feel better than when you came in that's like the than when you came in that's like the than when you came in that's like the whole goal right and and then you know whole goal right and and then you know whole goal right and and then you know as you start doing it you can start to as you start doing it you can start to as you start doing it you can start to learn about all these benefits and you learn about all these benefits and you learn about all these benefits and you know what it's what it's doing for you know what it's what it's doing for you know what it's what it's doing for you in all those other ways totally and I I in all those other ways totally and I I in all those other ways totally and I I remember um another thing like sauna is remember um another thing like sauna is remember um another thing like sauna is like one sauna use like 20 minute sauna like one sauna use like 20 minute sauna like one sauna use like 20 minute sauna session your depression levels go down session your depression levels go down session your depression levels go down for two weeks yeah like it's crazy all for two weeks yeah like it's crazy all for two weeks yeah like it's crazy all the benefits and I remember hearing all
35:00the benefits and I remember hearing all the benefits and I remember hearing all that at Tony and I had never really I that at Tony and I had never really I that at Tony and I had never really I had I bath a little bit in High School had I bath a little bit in High School had I bath a little bit in High School playing football I'd never really Saed playing football I'd never really Saed playing football I'd never really Saed before maybe with the friends a few before maybe with the friends a few before maybe with the friends a few times you know or like in a steam it was times you know or like in a steam it was times you know or like in a steam it was the same way yeah but I hadn't really the same way yeah but I hadn't really the same way yeah but I hadn't really ever taken it seriously or it was never ever taken it seriously or it was never ever taken it seriously or it was never in the Forefront of my mind for like a in the Forefront of my mind for like a in the Forefront of my mind for like a health hack you know and I I remember health hack you know and I I remember health hack you know and I I remember getting back from from there and I'm getting back from from there and I'm getting back from from there and I'm like well I need to go freaking sauna like well I need to go freaking sauna like well I need to go freaking sauna and go s in the river and in the middle and go s in the river and in the middle and go s in the river and in the middle of December it' be like 14° I go sit in of December it' be like 14° I go sit in of December it' be like 14° I go sit in the river for 2 minutes and I'm like the river for 2 minutes and I'm like the river for 2 minutes and I'm like that was the worst that was the worst that was the worst thing it's so hard especially when thing it's so hard especially when thing it's so hard especially when you're first like getting into it doing you're first like getting into it doing you're first like getting into it doing the river for your first sit in the the river for your first sit in the the river for your first sit in the winter the it doesn't get colder snowing winter the it doesn't get colder snowing winter the it doesn't get colder snowing than that like I tell people all the than that like I tell people all the than that like I tell people all the time they're like what's the coldest time they're like what's the coldest time they're like what's the coldest you've ever sat in I'm like well go sit you've ever sat in I'm like well go sit you've ever sat in I'm like well go sit in the river in the middle of the winter in the river in the middle of the winter in the river in the middle of the winter like I actually sat in Provo River today like I actually sat in Provo River today like I actually sat in Provo River today with my friend for 2 minutes and it's with my friend for 2 minutes and it's with my friend for 2 minutes and it's it's so cold because the water is moving it's so cold because the water is moving it's so cold because the water is moving yeah you know where if you sit in a cold
36:00yeah you know where if you sit in a cold yeah you know where if you sit in a cold tub like it's cold but if you sit still tub like it's cold but if you sit still tub like it's cold but if you sit still like it it's not too bad but the water like it it's not too bad but the water like it it's not too bad but the water in the river is just flowing you your in the river is just flowing you your in the river is just flowing you your skin has this natural barrier that if skin has this natural barrier that if skin has this natural barrier that if you sit still it kind of insulates you sit still it kind of insulates you sit still it kind of insulates itself a little bit interesting but if itself a little bit interesting but if itself a little bit interesting but if that heat or if the the water is rushing that heat or if the the water is rushing that heat or if the the water is rushing it is continually removing that thermal it is continually removing that thermal it is continually removing that thermal barrier it's kind of like a wind chill barrier it's kind of like a wind chill barrier it's kind of like a wind chill yeah makes the water feel a lot colder yeah makes the water feel a lot colder yeah makes the water feel a lot colder than it actually is if you guys haven't than it actually is if you guys haven't than it actually is if you guys haven't done a cold pler sauna like go book on done a cold pler sauna like go book on done a cold pler sauna like go book on like P like P like P nj.co right and and go go freaking see nj.co right and and go go freaking see nj.co right and and go go freaking see how you feel yeah or just shoot me a how you feel yeah or just shoot me a how you feel yeah or just shoot me a mess let's just go sit in the river yeah mess let's just go sit in the river yeah mess let's just go sit in the river yeah let's go I I still go sit in the river let's go I I still go sit in the river let's go I I still go sit in the river quite often just cuz it it's a different quite often just cuz it it's a different quite often just cuz it it's a different experience and it's fun yeah and if experience and it's fun yeah and if experience and it's fun yeah and if you're unsure about going to a public you're unsure about going to a public you're unsure about going to a public bath house go sit in the cold water by bath house go sit in the cold water by bath house go sit in the cold water by yourself and then come and see us yeah yourself and then come and see us yeah yourself and then come and see us yeah and it's funny i' I've been in the river and it's funny i' I've been in the river and it's funny i' I've been in the river and you know the winter and at night and and you know the winter and at night and and you know the winter and at night and like there's been people like at 9:00 at like there's been people like at 9:00 at like there's been people like at 9:00 at night who see me in the riv like are you night who see me in the riv like are you night who see me in the riv like are you okay are you okay I'm like no this is
37:00okay are you okay I'm like no this is okay are you okay I'm like no this is purposeful this is for my health this purposeful this is for my health this purposeful this is for my health this isn't like yeah don't worry like isn't like yeah don't worry like isn't like yeah don't worry like hilarious I remember walking out of the hilarious I remember walking out of the hilarious I remember walking out of the river one time and it was like snowing river one time and it was like snowing river one time and it was like snowing and like people were looking at me like and like people were looking at me like and like people were looking at me like I was the craziest person ever and I was I was the craziest person ever and I was I was the craziest person ever and I was by myself that time and I'm like what's by myself that time and I'm like what's by myself that time and I'm like what's up like hey yeah it's okay yeah um no up like hey yeah it's okay yeah um no up like hey yeah it's okay yeah um no for sure and I am I I noticed the first for sure and I am I I noticed the first for sure and I am I I noticed the first time when I sauna like it was tough like time when I sauna like it was tough like time when I sauna like it was tough like sitting in a sauna for 20 minutes sitting in a sauna for 20 minutes sitting in a sauna for 20 minutes especially a hot sauna especially yeah especially a hot sauna especially yeah especially a hot sauna especially yeah at the plunge like it gets up to like at the plunge like it gets up to like at the plunge like it gets up to like 200° yeah um it's hard and it's it's 200° yeah um it's hard and it's it's 200° yeah um it's hard and it's it's like uncomfortable like by minute 12 like uncomfortable like by minute 12 like uncomfortable like by minute 12 you're ready to get out and you just got you're ready to get out and you just got you're ready to get out and you just got to keep pushing but um yeah I I I've to keep pushing but um yeah I I I've to keep pushing but um yeah I I I've noticed huge health benefits on on doing noticed huge health benefits on on doing noticed huge health benefits on on doing both of those it's pretty cool it's both of those it's pretty cool it's both of those it's pretty cool it's funny too because like you know it's a funny too because like you know it's a funny too because like you know it's a communal space and so you're in there communal space and so you're in there communal space and so you're in there with people that you probably don't know with people that you probably don't know with people that you probably don't know you know um and you think that that you know um and you think that that you know um and you think that that would be kind of a detractor but when would be kind of a detractor but when would be kind of a detractor but when you do something with other people
38:00you do something with other people you do something with other people that's hard and that challenges you you that's hard and that challenges you you that's hard and that challenges you you have this like even if you don't talk to have this like even if you don't talk to have this like even if you don't talk to him like you're somehow connected with him like you're somehow connected with him like you're somehow connected with them yeah it's like a little Bond them yeah it's like a little Bond them yeah it's like a little Bond somehow yeah like you're forming these somehow yeah like you're forming these somehow yeah like you're forming these little bonds even if you don't talk to little bonds even if you don't talk to little bonds even if you don't talk to him that time you might see him down the him that time you might see him down the him that time you might see him down the road and you're like hey like I remember road and you're like hey like I remember road and you're like hey like I remember you yeah yeah we sat in that sauna for a you yeah yeah we sat in that sauna for a you yeah yeah we sat in that sauna for a long time together and we're sweating long time together and we're sweating long time together and we're sweating and it's interesting because a lot of and it's interesting because a lot of and it's interesting because a lot of like friendships and and like like friendships and and like like friendships and and like relationships have been formed and in relationships have been formed and in relationships have been formed and in the sauna and that's you know the sauna and that's you know the sauna and that's you know traditionally in in you know sauna traditionally in in you know sauna traditionally in in you know sauna culture that's where a lot of people culture that's where a lot of people culture that's where a lot of people will do business and that's where a lot will do business and that's where a lot will do business and that's where a lot of people will meet their friends just of people will meet their friends just of people will meet their friends just instead of the golf course they're in instead of the golf course they're in instead of the golf course they're in the sauna together yeah it's a very the sauna together yeah it's a very the sauna together yeah it's a very unifying experience uh and there's unifying experience uh and there's unifying experience uh and there's there's some quote I think it's like there's some quote I think it's like there's some quote I think it's like some finnished proverb where they say some finnished proverb where they say some finnished proverb where they say like you're never more equal yeah than like you're never more equal yeah than like you're never more equal yeah than when you're in the sauna right when you're in the sauna right when you're in the sauna right interesting because most I mean interesting because most I mean interesting because most I mean especially in Finland everybody doesn't especially in Finland everybody doesn't especially in Finland everybody doesn't have any clothes on so you're very have any clothes on so you're very have any clothes on so you're very equal but it's interesting that's crazy equal but it's interesting that's crazy equal but it's interesting that's crazy um um um yeah and I it's it's fun because like
39:00yeah and I it's it's fun because like yeah and I it's it's fun because like before when I wanted to like Network or before when I wanted to like Network or before when I wanted to like Network or whatever I'd take him to lunch or like whatever I'd take him to lunch or like whatever I'd take him to lunch or like golf was the other option or top golf golf was the other option or top golf golf was the other option or top golf but like having plunge was fun because but like having plunge was fun because but like having plunge was fun because you could just say hey like let's go you could just say hey like let's go you could just say hey like let's go let's go sauna and see how you do in the let's go sauna and see how you do in the let's go sauna and see how you do in the cold water yeah it's kind of fun cold water yeah it's kind of fun cold water yeah it's kind of fun experience to bring people so um so now experience to bring people so um so now experience to bring people so um so now fast forward to you guys are four years fast forward to you guys are four years fast forward to you guys are four years in business almost no three yeah three in business almost no three yeah three in business almost no three yeah three years and um you guys have you guys have years and um you guys have you guys have years and um you guys have you guys have like 12 locations pending to to be like 12 locations pending to to be like 12 locations pending to to be opened total right that's crazy yeah we opened total right that's crazy yeah we opened total right that's crazy yeah we took we took on a I took on a partner took we took on a I took on a partner took we took on a I took on a partner back in back in back in 2020 2022 like the spring of 2022 and he 2020 2022 like the spring of 2022 and he 2020 2022 like the spring of 2022 and he had a lot of experience in in had a lot of experience in in had a lot of experience in in franchising and had run a lot of franchising and had run a lot of franchising and had run a lot of franchises and that was kind of where we franchises and that was kind of where we franchises and that was kind of where we wanted to take it and so was that always wanted to take it and so was that always wanted to take it and so was that always a plan a franchise it was always in the a plan a franchise it was always in the a plan a franchise it was always in the back of my mind right like that's quick back of my mind right like that's quick back of my mind right like that's quick scalable way to we really wanted to make scalable way to we really wanted to make scalable way to we really wanted to make this like our version of this very
40:00this like our version of this very this like our version of this very scalable so that we could you know so scalable so that we could you know so scalable so that we could you know so like you'd see one in a lot of like you'd see one in a lot of like you'd see one in a lot of communities right um and so that's you communities right um and so that's you communities right um and so that's you know that was kind of the whole idea we know that was kind of the whole idea we know that was kind of the whole idea we we had no idea when and if it would ever we had no idea when and if it would ever we had no idea when and if it would ever happen right and so when we took on that happen right and so when we took on that happen right and so when we took on that partner uh you know we were able to kind partner uh you know we were able to kind partner uh you know we were able to kind of start the ball rolling on that and of start the ball rolling on that and of start the ball rolling on that and now yeah we've got 12 locations that now yeah we've got 12 locations that now yeah we've got 12 locations that we're looking to get up and running uh we're looking to get up and running uh we're looking to get up and running uh those are like sold territories and a those are like sold territories and a those are like sold territories and a lot of them have been announced on our lot of them have been announced on our lot of them have been announced on our on our Instagram page and cool some of on our Instagram page and cool some of on our Instagram page and cool some of them are in the state some of them are them are in the state some of them are them are in the state some of them are out of state we have a few in Idaho some out of state we have a few in Idaho some out of state we have a few in Idaho some in Arizona one down in Miami Florida and in Arizona one down in Miami Florida and in Arizona one down in Miami Florida and there's a few other states that we're there's a few other states that we're there's a few other states that we're looking to get into as well um and you looking to get into as well um and you looking to get into as well um and you know we're we're always looking for more know we're we're always looking for more know we're we're always looking for more our goal is that by the end of this year our goal is that by the end of this year our goal is that by the end of this year of 2024 we'll have like 10 operational of 2024 we'll have like 10 operational of 2024 we'll have like 10 operational or under construction that's that's our or under construction that's that's our or under construction that's that's our goal yeah and uh you know we we want to goal yeah and uh you know we we want to goal yeah and uh you know we we want to sell a handful more than that as well so sell a handful more than that as well so sell a handful more than that as well so wow really cool how um how did that wow really cool how um how did that wow really cool how um how did that first year in business go was it first year in business go was it first year in business go was it everything you hoped dreamed well it was everything you hoped dreamed well it was everything you hoped dreamed well it was it was more cuz like we it was funny
41:00it was more cuz like we it was funny it was more cuz like we it was funny like we were talking about the you know like we were talking about the you know like we were talking about the you know the all the uncertainty right at the the all the uncertainty right at the the all the uncertainty right at the beginning yeah right and that was the beginning yeah right and that was the beginning yeah right and that was the toughest part of the business for sure toughest part of the business for sure toughest part of the business for sure for sure and month three we were for sure and month three we were for sure and month three we were actually able to pull I think we pulled actually able to pull I think we pulled actually able to pull I think we pulled a you know we were cash flow positive a you know we were cash flow positive a you know we were cash flow positive and pulled like a net profit of like $7 and pulled like a net profit of like $7 and pulled like a net profit of like $7 wow seven bucks let's go that's awesome wow seven bucks let's go that's awesome wow seven bucks let's go that's awesome and we're like and literally that day I and we're like and literally that day I and we're like and literally that day I was like this weight had been lifted was like this weight had been lifted was like this weight had been lifted like okay that was like the best $7 you like okay that was like the best $7 you like okay that was like the best $7 you ever made 100% I think I have that like ever made 100% I think I have that like ever made 100% I think I have that like that pnl like frame somewhere right like that pnl like frame somewhere right like that pnl like frame somewhere right like so cool like that that day and it was at so cool like that that day and it was at so cool like that that day and it was at month three we felt really proud that we month three we felt really proud that we month three we felt really proud that we were able to do that at month three and were able to do that at month three and were able to do that at month three and yeah impressive then it was just a few yeah impressive then it was just a few yeah impressive then it was just a few months after that when you know the months after that when you know the months after that when you know the snowball started to kind of grow and we snowball started to kind of grow and we snowball started to kind of grow and we realized that like you know 3 months realized that like you know 3 months realized that like you know 3 months after that we were operating at a level after that we were operating at a level after that we were operating at a level where I'm like oh like I could like this where I'm like oh like I could like this where I'm like oh like I could like this could be my career you know and then a could be my career you know and then a could be my career you know and then a little bit after that is you know little bit after that is you know little bit after that is you know probably 3 months after that is when we
42:00probably 3 months after that is when we probably 3 months after that is when we started to operate at like pretty much started to operate at like pretty much started to operate at like pretty much full capacity and um we never thought full capacity and um we never thought full capacity and um we never thought that we would be operating at like 90 to that we would be operating at like 90 to that we would be operating at like 90 to 100% capacity some weeks um you know 100% capacity some weeks um you know 100% capacity some weeks um you know really consistently and that's you know really consistently and that's you know really consistently and that's you know we're still uh you know operating at we're still uh you know operating at we're still uh you know operating at that down there in Provo even though that down there in Provo even though that down there in Provo even though we've opened up more sessions and tried we've opened up more sessions and tried we've opened up more sessions and tried to get more availability and so it from to get more availability and so it from to get more availability and so it from that standpoint it's it's it's gone that standpoint it's it's it's gone that standpoint it's it's it's gone really well um So within the first year really well um So within the first year really well um So within the first year you guys were crank in pretty much by you guys were crank in pretty much by you guys were crank in pretty much by the end of that year you were full the end of that year you were full the end of that year you were full capacity consistently pretty much yeah capacity consistently pretty much yeah capacity consistently pretty much yeah and it's interesting too because there and it's interesting too because there and it's interesting too because there were you were you were you know as good as that sounds there were know as good as that sounds there were know as good as that sounds there were so many operational inefficiencies that so many operational inefficiencies that so many operational inefficiencies that we had to fix there were so many things we had to fix there were so many things we had to fix there were so many things that we had to do better yeah the sauna that we had to do better yeah the sauna that we had to do better yeah the sauna would break or like our cold plun pools would break or like our cold plun pools would break or like our cold plun pools were not the ones that we needed to use were not the ones that we needed to use were not the ones that we needed to use moving forward right cuz you had to keep moving forward right cuz you had to keep moving forward right cuz you had to keep refilling them cuz the filter wasn't refilling them cuz the filter wasn't refilling them cuz the filter wasn't good yeah we had to you know we no good yeah we had to you know we no good yeah we had to you know we no matter what we would do we would have to matter what we would do we would have to matter what we would do we would have to like refilm once if not twice a day yeah like refilm once if not twice a day yeah like refilm once if not twice a day yeah it's annoying and yeah there was just a
43:00it's annoying and yeah there was just a it's annoying and yeah there was just a lot of things like that and not to lot of things like that and not to lot of things like that and not to mention you know we when we first opened mention you know we when we first opened mention you know we when we first opened we you know kind of chatted with the we you know kind of chatted with the we you know kind of chatted with the health department about what we wanted health department about what we wanted health department about what we wanted to do but they didn't know how to to do but they didn't know how to to do but they didn't know how to classify us and so we opened and then 18 classify us and so we opened and then 18 classify us and so we opened and then 18 months down the road uh you know they months down the road uh you know they months down the road uh you know they came to us telling us that we needed to came to us telling us that we needed to came to us telling us that we needed to close and reopen so we' close down and I close and reopen so we' close down and I close and reopen so we' close down and I bet that was a pain in the butt it was a bet that was a pain in the butt it was a bet that was a pain in the butt it was a huge pain in the butt but it's funny huge pain in the butt but it's funny huge pain in the butt but it's funny because I think this is kind of the way because I think this is kind of the way because I think this is kind of the way a lot of things go in business MH like a lot of things go in business MH like a lot of things go in business MH like it was a huge pain in the butt and but it was a huge pain in the butt and but it was a huge pain in the butt and but the way that we're operating Now versus the way that we're operating Now versus the way that we're operating Now versus the way we were operating with those old the way we were operating with those old the way we were operating with those old cold plunges like it was a huge blessing cold plunges like it was a huge blessing cold plunges like it was a huge blessing in disguise cuz these pools that we've in disguise cuz these pools that we've in disguise cuz these pools that we've designed are so much more efficient designed are so much more efficient designed are so much more efficient they're so much cleaner it's a it's such they're so much cleaner it's a it's such they're so much cleaner it's a it's such a better experience for the end user and a better experience for the end user and a better experience for the end user and I think you know moving forward it's I think you know moving forward it's I think you know moving forward it's like we don't anticipate changing the like we don't anticipate changing the like we don't anticipate changing the way that we operate wow in one bit even way that we operate wow in one bit even way that we operate wow in one bit even with you know the added pain of working with you know the added pain of working with you know the added pain of working with the health department and so you with the health department and so you with the health department and so you know there's it and it trust me there
44:00know there's it and it trust me there know there's it and it trust me there was a lot of there was a lot of uh a lot was a lot of there was a lot of uh a lot was a lot of there was a lot of uh a lot of probably you know not nice things of probably you know not nice things of probably you know not nice things said about the health department during said about the health department during said about the health department during that time frame when when when Saratoga that time frame when when when Saratoga that time frame when when when Saratoga was getting ready to open up and like we was getting ready to open up and like we was getting ready to open up and like we were trying to do our remodel it was a were trying to do our remodel it was a were trying to do our remodel it was a pain in the butt but um you know we've pain in the butt but um you know we've pain in the butt but um you know we've we've figure that out here in the state we've figure that out here in the state we've figure that out here in the state of Utah and we feel like we have a of Utah and we feel like we have a of Utah and we feel like we have a really good template moving forward for really good template moving forward for really good template moving forward for other states and you know we understand other states and you know we understand other states and you know we understand code and we understand um you know we code and we understand um you know we code and we understand um you know we really understand how our pools work and really understand how our pools work and really understand how our pools work and operate in water chemistry and so I feel operate in water chemistry and so I feel operate in water chemistry and so I feel like that for us to be able to become like that for us to be able to become like that for us to be able to become experts in that area is only going to experts in that area is only going to experts in that area is only going to make it better for the end user and a make it better for the end user and a make it better for the end user and a lot safer for the end user right so you lot safer for the end user right so you lot safer for the end user right so you know it sucked but we're glad that we know it sucked but we're glad that we know it sucked but we're glad that we had to do it disgu yeah Tony always says had to do it disgu yeah Tony always says had to do it disgu yeah Tony always says like um life happens for me not to me like um life happens for me not to me like um life happens for me not to me and like and in that case I'm sure in and like and in that case I'm sure in and like and in that case I'm sure in the moment moment you're like this is the moment moment you're like this is the moment moment you're like this is the worst thing that could happen like the worst thing that could happen like the worst thing that could happen like they're trying to shut down our location
45:00they're trying to shut down our location they're trying to shut down our location oh yeah like you guys already told us oh yeah like you guys already told us oh yeah like you guys already told us that we have a green light when we talk that we have a green light when we talk that we have a green light when we talk to you the first time and now you're to you the first time and now you're to you the first time and now you're trying to shut us down it was it was a trying to shut us down it was it was a trying to shut us down it was it was a whole roller coaster of emotions and and whole roller coaster of emotions and and whole roller coaster of emotions and and like the hard thing is is like I could like the hard thing is is like I could like the hard thing is is like I could always understand where they're coming always understand where they're coming always understand where they're coming from right like it wasn't like I knew from right like it wasn't like I knew from right like it wasn't like I knew there was no malice in it but at the there was no malice in it but at the there was no malice in it but at the same time I'm like dude like this is our same time I'm like dude like this is our same time I'm like dude like this is our business you want me to shut down for business you want me to shut down for business you want me to shut down for six months while I do this wow and you six months while I do this wow and you six months while I do this wow and you know that's what ended up happening but know that's what ended up happening but know that's what ended up happening but you know we did it and now on the other you know we did it and now on the other you know we did it and now on the other side especially from me like trying to side especially from me like trying to side especially from me like trying to open up other locations and you know open up other locations and you know open up other locations and you know trying to be an expert for other people trying to be an expert for other people trying to be an expert for other people to open it up in the way that we want it to open it up in the way that we want it to open it up in the way that we want it opened up like that was almost necessary opened up like that was almost necessary opened up like that was almost necessary right like there's no way that we could right like there's no way that we could right like there's no way that we could have that we could do what we're doing have that we could do what we're doing have that we could do what we're doing if we hadn't you know G through like if we hadn't you know G through like if we hadn't you know G through like that wow yeah so um yeah and it's It's that wow yeah so um yeah and it's It's that wow yeah so um yeah and it's It's cool cuz I remember getting in at a cool cuz I remember getting in at a cool cuz I remember getting in at a really early time when plung and just really early time when plung and just really early time when plung and just started opening up and it was cool to started opening up and it was cool to started opening up and it was cool to watch like yeah like you guys grow cuz
46:00watch like yeah like you guys grow cuz watch like yeah like you guys grow cuz at the beginning it was available at the beginning it was available at the beginning it was available anytime like I could choose the time anytime like I could choose the time anytime like I could choose the time that worked for me but then pretty soon that worked for me but then pretty soon that worked for me but then pretty soon it was getting booked out where I'm like it was getting booked out where I'm like it was getting booked out where I'm like Frick I got to schedule all of my Frick I got to schedule all of my Frick I got to schedule all of my plunges like in advance so they don't plunges like in advance so they don't plunges like in advance so they don't get booked and yeah people were bringing get booked and yeah people were bringing get booked and yeah people were bringing their friends all the time and like we their friends all the time and like we their friends all the time and like we to mouth just kind of blew you guys up to mouth just kind of blew you guys up to mouth just kind of blew you guys up yeah yeah honestly people ask us like yeah yeah honestly people ask us like yeah yeah honestly people ask us like what our marketing budget was and like I what our marketing budget was and like I what our marketing budget was and like I had I had you know planned out a really had I had you know planned out a really had I had you know planned out a really intense marketing plan that had like intense marketing plan that had like intense marketing plan that had like phases and you know like over the space phases and you know like over the space phases and you know like over the space of a whole year and really like from of a whole year and really like from of a whole year and really like from early on we noticed that the referrals early on we noticed that the referrals early on we noticed that the referrals were what kept bringing people in and so were what kept bringing people in and so were what kept bringing people in and so we leaned into that really heavily help we leaned into that really heavily help we leaned into that really heavily help with that oh for sure well I remember we with that oh for sure well I remember we with that oh for sure well I remember we used to do this thing where if you uh if used to do this thing where if you uh if used to do this thing where if you uh if you brought somebody yeah that signed up you brought somebody yeah that signed up you brought somebody yeah that signed up for their own membership then you would for their own membership then you would for their own membership then you would get like a few free months of your get like a few free months of your get like a few free months of your membership and I think you I'm sure I membership and I think you I'm sure I membership and I think you I'm sure I got some I think you I think you got
47:00got some I think you I think you got got some I think you I think you got some of that but that's like we leaned some of that but that's like we leaned some of that but that's like we leaned into a lot of those tactics really early into a lot of those tactics really early into a lot of those tactics really early on and people ask us now like what have on and people ask us now like what have on and people ask us now like what have you spent on marketing and it's like you spent on marketing and it's like you spent on marketing and it's like maybe $500 in like Instagram ads you maybe $500 in like Instagram ads you maybe $500 in like Instagram ads you know wow and I mean that's that's like know wow and I mean that's that's like know wow and I mean that's that's like cash right because we've we've spent cash right because we've we've spent cash right because we've we've spent more in like creating coupon codes right more in like creating coupon codes right more in like creating coupon codes right right right you know sunk cost that way right right you know sunk cost that way right right you know sunk cost that way that's still really cool though but yeah that's still really cool though but yeah that's still really cool though but yeah like there's it's it's kind of like there's it's it's kind of like there's it's it's kind of interesting that if if you can find you interesting that if if you can find you interesting that if if you can find you know a way to into it like that and yeah know a way to into it like that and yeah know a way to into it like that and yeah you know that's is kind of cool to see you know that's is kind of cool to see you know that's is kind of cool to see that you know people were sharing it that you know people were sharing it that you know people were sharing it that way which we feel really lucky well that way which we feel really lucky well that way which we feel really lucky well and I think you guys have done a really and I think you guys have done a really and I think you guys have done a really good job because Tony Robins says I I good job because Tony Robins says I I good job because Tony Robins says I I keep quoting Tony oh go no it's good but keep quoting Tony oh go no it's good but keep quoting Tony oh go no it's good but Tony says like the secret in business is Tony says like the secret in business is Tony says like the secret in business is like overd deliver and like because if like overd deliver and like because if like overd deliver and like because if you overd deliver if you give your you overd deliver if you give your you overd deliver if you give your customer such a good experience then customer such a good experience then customer such a good experience then they'll want to come back and bring they'll want to come back and bring they'll want to come back and bring their friends and share it with their their friends and share it with their their friends and share it with their Network and I think like plunge was such Network and I think like plunge was such Network and I think like plunge was such a a a unique like experience that a lot of
48:00unique like experience that a lot of unique like experience that a lot of people just went in and didn't know what people just went in and didn't know what people just went in and didn't know what to expect they liked it they liked how to expect they liked it they liked how to expect they liked it they liked how they felt the benefits and then they they felt the benefits and then they they felt the benefits and then they just bring other people to come try it just bring other people to come try it just bring other people to come try it yeah for sure and I I think one thing yeah for sure and I I think one thing yeah for sure and I I think one thing that like you know we were talking about that like you know we were talking about that like you know we were talking about the Simplicity of the business right and the Simplicity of the business right and the Simplicity of the business right and that's one of those things that we kept that's one of those things that we kept that's one of those things that we kept driving on is like let's just try and do driving on is like let's just try and do driving on is like let's just try and do this really well and I know we wanted to this really well and I know we wanted to this really well and I know we wanted to do yoga but this allows us to go into do yoga but this allows us to go into do yoga but this allows us to go into those yoga studios and say hey like those yoga studios and say hey like those yoga studios and say hey like we're a business partner with you let's we're a business partner with you let's we're a business partner with you let's collaborate and let's like bring your collaborate and let's like bring your collaborate and let's like bring your yoga studio clients into our space and yoga studio clients into our space and yoga studio clients into our space and we'll bring our people into your space we'll bring our people into your space we'll bring our people into your space and so it allowed us like a lot more and so it allowed us like a lot more and so it allowed us like a lot more flexibility working with people yeah and flexibility working with people yeah and flexibility working with people yeah and then not only that but I don't know if then not only that but I don't know if then not only that but I don't know if you've ever read the book The Power of you've ever read the book The Power of you've ever read the book The Power of Habit yeah great book yeah like it talks Habit yeah great book yeah like it talks Habit yeah great book yeah like it talks about the Habit cycle and how habits are about the Habit cycle and how habits are about the Habit cycle and how habits are formed MH and there's a part in there formed MH and there's a part in there formed MH and there's a part in there where it talks about like toothpaste for where it talks about like toothpaste for where it talks about like toothpaste for example like the mint and toothpaste example like the mint and toothpaste example like the mint and toothpaste actually doesn't do anything it's just actually doesn't do anything it's just actually doesn't do anything it's just because when you get done you want that because when you get done you want that because when you get done you want that feeling of yeah it's like a reward yeah feeling of yeah it's like a reward yeah feeling of yeah it's like a reward yeah having a yeah having that that that
49:00having a yeah having that that that having a yeah having that that that reward that you get from feeling like reward that you get from feeling like reward that you get from feeling like you have a clean mouth and I feel like you have a clean mouth and I feel like you have a clean mouth and I feel like unintentionally like sauna and cold unintentionally like sauna and cold unintentionally like sauna and cold plunge leaves you with that like minty plunge leaves you with that like minty plunge leaves you with that like minty fresh feeling as you're leaving you know fresh feeling as you're leaving you know fresh feeling as you're leaving you know there's a definite reward to going there's a definite reward to going there's a definite reward to going through theck yeah exactly so I think through theck yeah exactly so I think through theck yeah exactly so I think that helps too is that people are like that helps too is that people are like that helps too is that people are like whoa like I've never like really felt whoa like I've never like really felt whoa like I've never like really felt like this before and you know we're kind like this before and you know we're kind like this before and you know we're kind of we are kind of flooding their systems of we are kind of flooding their systems of we are kind of flooding their systems with some dopamine and stuff so it's with some dopamine and stuff so it's with some dopamine and stuff so it's kind of an kind of an kind of an unfair you're actually changing their unfair you're actually changing their unfair you're actually changing their brain chemistry when they come in that's brain chemistry when they come in that's brain chemistry when they come in that's that's really cool and yeah I I I'm that's really cool and yeah I I I'm that's really cool and yeah I I I'm addicted to it like still like I have a addicted to it like still like I have a addicted to it like still like I have a cold Pune and I go all the time and I cold Pune and I go all the time and I cold Pune and I go all the time and I want to get a son in my backyard so I want to get a son in my backyard so I want to get a son in my backyard so I don't even have to commute at all and don't even have to commute at all and don't even have to commute at all and just hey let's let's chat I can I can just hey let's let's chat I can I can just hey let's let's chat I can I can lead you through some of the some of the lead you through some of the some of the lead you through some of the some of the things I've learned about building the things I've learned about building the things I've learned about building the Sonic we can get we can build you a Sonic we can get we can build you a Sonic we can get we can build you a really good Sona heck yeah so um let me really good Sona heck yeah so um let me really good Sona heck yeah so um let me ask you this so kind of reflecting on ask you this so kind of reflecting on ask you this so kind of reflecting on your journey and stuff your journey and stuff your journey and stuff um has I'm sure you know doing marketing
50:00um has I'm sure you know doing marketing um has I'm sure you know doing marketing and advertising in college has helped and advertising in college has helped and advertising in college has helped you yeah would you agree like are you you yeah would you agree like are you you yeah would you agree like are you glad that you went to school looking glad that you went to school looking glad that you went to school looking back or do you think that was something back or do you think that was something back or do you think that was something you didn't need it's interesting you didn't need it's interesting you didn't need it's interesting like I I don't think like so I always like I I don't think like so I always like I I don't think like so I always tell people that the only classes that I tell people that the only classes that I tell people that the only classes that I always draw back on from school there's always draw back on from school there's always draw back on from school there's like three classes yeah there's a public like three classes yeah there's a public like three classes yeah there's a public speaking class okay yeah there was an speaking class okay yeah there was an speaking class okay yeah there was an mcom 320 class which was all about mcom 320 class which was all about mcom 320 class which was all about business writing okay and then I also business writing okay and then I also business writing okay and then I also had a it was a marketing marketing and had a it was a marketing marketing and had a it was a marketing marketing and analytics class where they like did a analytics class where they like did a analytics class where they like did a lot into like stats and you know like lot into like stats and you know like lot into like stats and you know like Excel documents and being able to pull Excel documents and being able to pull Excel documents and being able to pull meaning from data so those are the three meaning from data so those are the three meaning from data so those are the three that like I still utilize on all the that like I still utilize on all the that like I still utilize on all the time um but I think what school probably time um but I think what school probably time um but I think what school probably taught me more than anything was how to taught me more than anything was how to taught me more than anything was how to dedicate dedicate dedicate and like get through the stuff that and like get through the stuff that and like get through the stuff that sucks even though you don't really
51:00sucks even though you don't really sucks even though you don't really understand like what's happening with it understand like what's happening with it understand like what's happening with it um I I don't think that school is the um I I don't think that school is the um I I don't think that school is the right answer for everybody right like I right answer for everybody right like I right answer for everybody right like I do think that people are able to build do think that people are able to build do think that people are able to build careers and do things without school careers and do things without school careers and do things without school that you know that isn't necessarily that you know that isn't necessarily that you know that isn't necessarily needed right like if you've got if needed right like if you've got if needed right like if you've got if you've got the personality and the drive you've got the personality and the drive you've got the personality and the drive and the desire to to to be a Salesman and the desire to to to be a Salesman and the desire to to to be a Salesman like you can make way more than most like you can make way more than most like you can make way more than most people will ever make coming out of people will ever make coming out of people will ever make coming out of school and you will not have the debt to school and you will not have the debt to school and you will not have the debt to show for it right and and same with a show for it right and and same with a show for it right and and same with a lot of those types of careers like you lot of those types of careers like you lot of those types of careers like you know software programmers you know they know software programmers you know they know software programmers you know they can go to it you know uh like Dev can go to it you know uh like Dev can go to it you know uh like Dev mountain or some of those you know mountain or some of those you know mountain or some of those you know accelerated programs and turn through accelerated programs and turn through accelerated programs and turn through what they need to know and as long as what they need to know and as long as what they need to know and as long as they can build up a portfolio they don't they can build up a portfolio they don't they can build up a portfolio they don't need a four-year degree you know what I need a four-year degree you know what I need a four-year degree you know what I mean wow so that that's kind of my mean wow so that that's kind of my mean wow so that that's kind of my feeling on it is if you know what you feeling on it is if you know what you feeling on it is if you know what you want to do and you have a better path want to do and you have a better path want to do and you have a better path through it there are so many ways through it there are so many ways through it there are so many ways nowadays to find your path rather than nowadays to find your path rather than nowadays to find your path rather than having to pay for a four-year degree you
52:00having to pay for a four-year degree you having to pay for a four-year degree you know what I mean yeah and you you pay know what I mean yeah and you you pay know what I mean yeah and you you pay with your money but also four years with your money but also four years with your money but also four years exactly four years of your life four exactly four years of your life four exactly four years of your life four years of your life gone yeah 100% no and years of your life gone yeah 100% no and years of your life gone yeah 100% no and and I I agree 100% I think everyone has and I I agree 100% I think everyone has and I I agree 100% I think everyone has their own path everyone has their own their own path everyone has their own their own path everyone has their own you know hand that they're dealt growing you know hand that they're dealt growing you know hand that they're dealt growing up and you just kind of got to figure up and you just kind of got to figure up and you just kind of got to figure out what you like what you don't like out what you like what you don't like out what you like what you don't like your strengths your weaknesses and kind your strengths your weaknesses and kind your strengths your weaknesses and kind of see what your intuition tells you of see what your intuition tells you of see what your intuition tells you yeah for sure and I think I I think the yeah for sure and I think I I think the yeah for sure and I think I I think the biggest part of that is whether you go biggest part of that is whether you go biggest part of that is whether you go to school or you're doing something else to school or you're doing something else to school or you're doing something else a lot of it has to do with the a lot of it has to do with the a lot of it has to do with the dedication and the Persistence of doing dedication and the Persistence of doing dedication and the Persistence of doing with what you're following because even with what you're following because even with what you're following because even if you're not in school it might take if you're not in school it might take if you're not in school it might take you four years to break into whatever you four years to break into whatever you four years to break into whatever you're doing yeah and you have to be you're doing yeah and you have to be you're doing yeah and you have to be consistent about wanting to do that consistent about wanting to do that consistent about wanting to do that right cuz it it might take you longer right cuz it it might take you longer right cuz it it might take you longer than that 1,00% and you have to be than that 1,00% and you have to be than that 1,00% and you have to be persistent you have to work hard and you persistent you have to work hard and you persistent you have to work hard and you know school is just one way to
53:00know school is just one way to know school is just one way to demonstrate that you were persistent and demonstrate that you were persistent and demonstrate that you were persistent and worked hard in a specific set and they worked hard in a specific set and they worked hard in a specific set and they give you a piece of paper telling you give you a piece of paper telling you give you a piece of paper telling you that you did that so you can go show that you did that so you can go show that you did that so you can go show other people but that's it really other people but that's it really other people but that's it really totally but if you committed four years totally but if you committed four years totally but if you committed four years to just about anything you can make it to just about anything you can make it to just about anything you can make it make it happen for sure 100% but so many make it happen for sure 100% but so many make it happen for sure 100% but so many people go start you know sales or people go start you know sales or people go start you know sales or something else or their business and something else or their business and something else or their business and then you know first month only one then you know first month only one then you know first month only one customer is coming in the door and customer is coming in the door and customer is coming in the door and you're like let's hang it up let's let's you're like let's hang it up let's let's you're like let's hang it up let's let's go well you know better than probably go well you know better than probably go well you know better than probably anybody is that like you know you anybody is that like you know you anybody is that like you know you anybody that's entering into the summer anybody that's entering into the summer anybody that's entering into the summer sales like Arena they're like oh like sales like Arena they're like oh like sales like Arena they're like oh like this is going to be awesome this is this is going to be awesome this is this is going to be awesome this is going to be easy and then all a sudden going to be easy and then all a sudden going to be easy and then all a sudden they get out there and they start they get out there and they start they get out there and they start knocking they're like whoa whoa whoa knocking they're like whoa whoa whoa knocking they're like whoa whoa whoa whoa like this is not this is not fun whoa like this is not this is not fun whoa like this is not this is not fun this is not what I signed up for but this is not what I signed up for but this is not what I signed up for but it's the people who can like see through it's the people who can like see through it's the people who can like see through that and keep working and do it for a that and keep working and do it for a that and keep working and do it for a year or two then they're starting to be year or two then they're starting to be year or two then they're starting to be the ones that reap the benefit right the ones that reap the benefit right the ones that reap the benefit right it's it's yeah anyways yeah and you only it's it's yeah anyways yeah and you only it's it's yeah anyways yeah and you only get better and you're you know your get better and you're you know your get better and you're you know your commission only gets higher and it just commission only gets higher and it just commission only gets higher and it just gets easier like my hardest summer was
54:00gets easier like my hardest summer was gets easier like my hardest summer was my first summer and like just like you my first summer and like just like you my first summer and like just like you your hardest year in business was the your hardest year in business was the your hardest year in business was the first first year and it's like it's like first first year and it's like it's like first first year and it's like it's like the Mike Tyson quote like everyone has a the Mike Tyson quote like everyone has a the Mike Tyson quote like everyone has a plan till they get punched in the plan till they get punched in the plan till they get punched in the mouth business life punches you in the mouth business life punches you in the mouth business life punches you in the mouth many times and it's like how do mouth many times and it's like how do mouth many times and it's like how do you deal with the punches and like what you deal with the punches and like what you deal with the punches and like what do you do going forward differently you do you do going forward differently you do you do going forward differently you know I mean there's still things you know I mean there's still things you know I mean there's still things you know I think we probably need another know I think we probably need another know I think we probably need another hour to dive down some of this but like hour to dive down some of this but like hour to dive down some of this but like there's still things that you know where there's still things that you know where there's still things that you know where we feel plunges in a good spot but I we feel plunges in a good spot but I we feel plunges in a good spot but I mean we're still getting punched in the mean we're still getting punched in the mean we're still getting punched in the mouth right there's still things that mouth right there's still things that mouth right there's still things that are cropping up that are like oh like are cropping up that are like oh like are cropping up that are like oh like didn't think about that and now that's didn't think about that and now that's didn't think about that and now that's like how do we get through it and like like how do we get through it and like like how do we get through it and like you know like we were saying you know you know like we were saying you know you know like we were saying you know right before we started this you know I right before we started this you know I right before we started this you know I I feel like no matter where you're at in I feel like no matter where you're at in I feel like no matter where you're at in your progression of your career or your progression of your career or your progression of your career or whatever you're doing I feel like whatever you're doing I feel like whatever you're doing I feel like there's always like this other thing there's always like this other thing there's always like this other thing that's Just Right Out Of Reach that you that's Just Right Out Of Reach that you that's Just Right Out Of Reach that you can't quite get to yeah can't quite get to yeah can't quite get to yeah and you know I I don't know if that will and you know I I don't know if that will and you know I I don't know if that will ever if you're ever going to really
55:00ever if you're ever going to really ever if you're ever going to really reaching that's I think that's where you reaching that's I think that's where you reaching that's I think that's where you got to find joy and and just trying to got to find joy and and just trying to got to find joy and and just trying to get there you know what I mean and even get there you know what I mean and even get there you know what I mean and even though it keeps jumping you know yeah though it keeps jumping you know yeah though it keeps jumping you know yeah and I feel like one of my like favorite and I feel like one of my like favorite and I feel like one of my like favorite definitions of happiness is growth like definitions of happiness is growth like definitions of happiness is growth like growth equals happiness to me and like growth equals happiness to me and like growth equals happiness to me and like when I look back at like when I've been when I look back at like when I've been when I look back at like when I've been the happiest in life it's when I've been the happiest in life it's when I've been the happiest in life it's when I've been growing the most and I think that's why growing the most and I think that's why growing the most and I think that's why it's always like you know 10 locations it's always like you know 10 locations it's always like you know 10 locations 20 30 like you're always pushing that 20 30 like you're always pushing that 20 30 like you're always pushing that needle and it's good and it's healthy needle and it's good and it's healthy needle and it's good and it's healthy because you're you're growing your because you're you're growing your because you're you're growing your business is growing and you feel that business is growing and you feel that business is growing and you feel that progress you know yeah but yeah there's progress you know yeah but yeah there's progress you know yeah but yeah there's no joy without you understanding that no joy without you understanding that no joy without you understanding that there's going to be a lot of suck that there's going to be a lot of suck that there's going to be a lot of suck that goes with it like you don't know how goes with it like you don't know how goes with it like you don't know how what it is to feel good and what it is what it is to feel good and what it is what it is to feel good and what it is to feel happy if you haven't felt crappy to feel happy if you haven't felt crappy to feel happy if you haven't felt crappy you know what I mean so it really is you know what I mean so it really is you know what I mean so it really is this whole cycle of of you know of this whole cycle of of you know of this whole cycle of of you know of understanding that so yeah and I feel understanding that so yeah and I feel understanding that so yeah and I feel like a lot of people you get lost in like a lot of people you get lost in like a lot of people you get lost in that where they're like I'll be happy that where they're like I'll be happy that where they're like I'll be happy when I have 15 locations I'll be happy
56:00when I have 15 locations I'll be happy when I have 15 locations I'll be happy when my billion my business does 10 when my billion my business does 10 when my billion my business does 10 million Revenue I'll be happy when this million Revenue I'll be happy when this million Revenue I'll be happy when this when that and one of my favorite books when that and one of my favorite books when that and one of my favorite books ever is the Happiness Advantage by Sean ever is the Happiness Advantage by Sean ever is the Happiness Advantage by Sean acre I don't need to read that I don't acre I don't need to read that I don't acre I don't need to read that I don't know it's good he's he like studied know it's good he's he like studied know it's good he's he like studied happiness at Harvard and like teaches happiness at Harvard and like teaches happiness at Harvard and like teaches businesses and CEOs all around the world businesses and CEOs all around the world businesses and CEOs all around the world about happiness and basically some of about happiness and basically some of about happiness and basically some of the stuff he found is like successful the stuff he found is like successful the stuff he found is like successful people people people aren't happy because they're aren't happy because they're aren't happy because they're successful they were happy and that made successful they were happy and that made successful they were happy and that made them successful yeah and it's really them successful yeah and it's really them successful yeah and it's really interesting so yeah it's a good book I'd interesting so yeah it's a good book I'd interesting so yeah it's a good book I'd recommend it but yeah I have to check recommend it but yeah I have to check recommend it but yeah I have to check that out I I love this it's interesting that out I I love this it's interesting that out I I love this it's interesting like quickly going back to that you know like quickly going back to that you know like quickly going back to that you know really hard space of time when I started really hard space of time when I started really hard space of time when I started plunge yeah um one of the things that plunge yeah um one of the things that plunge yeah um one of the things that like I kind of had an aha moment you like I kind of had an aha moment you like I kind of had an aha moment you know in in some of the talk therapy I know in in some of the talk therapy I know in in some of the talk therapy I was doing was that one of the ladies she was doing was that one of the ladies she was doing was that one of the ladies she was like what do you value right and and was like what do you value right and and was like what do you value right and and she's and I was kind of telling her my she's and I was kind of telling her my she's and I was kind of telling her my stresses about you know the finances and
57:00stresses about you know the finances and stresses about you know the finances and about what it means for the future of my about what it means for the future of my about what it means for the future of my family and she's like well what do you family and she's like well what do you family and she's like well what do you value and I was like well I value money value and I was like well I value money value and I was like well I value money she's like no you don't you don't value she's like no you don't you don't value she's like no you don't you don't value money she's like money is not something money she's like money is not something money she's like money is not something that you value something that you want that you value something that you want that you value something that you want but like what do you value and I was but like what do you value and I was but like what do you value and I was like well I value you know like like well I value you know like like well I value you know like relationships and like time with my relationships and like time with my relationships and like time with my family and she's like well then start family and she's like well then start family and she's like well then start trying to like build your business and trying to like build your business and trying to like build your business and and do things on a daily basis that are and do things on a daily basis that are and do things on a daily basis that are catering to your values not to your catering to your values not to your catering to your values not to your worries right yeah because when you worries right yeah because when you worries right yeah because when you start like catering to the things that start like catering to the things that start like catering to the things that you're worried about it creates anxiety you're worried about it creates anxiety you're worried about it creates anxiety and it creates stress but if you cater and it creates stress but if you cater and it creates stress but if you cater to things that like that are your values to things that like that are your values to things that like that are your values that you want to build like you start that you want to build like you start that you want to build like you start seeing value in that a lot more tangibly seeing value in that a lot more tangibly seeing value in that a lot more tangibly than you do from just like money coming than you do from just like money coming than you do from just like money coming into your bank account which is into your bank account which is into your bank account which is interesting that's really cool that's a interesting that's really cool that's a interesting that's really cool that's a good lesson yeah yeah because I I I feel good lesson yeah yeah because I I I feel good lesson yeah yeah because I I I feel like I've heard this before where it's like I've heard this before where it's like I've heard this before where it's like you don't want a Ferrari you don't like you don't want a Ferrari you don't like you don't want a Ferrari you don't want a bigger house you don't want a want a bigger house you don't want a want a bigger house you don't want a million a year in income you want what million a year in income you want what million a year in income you want what you think those things will make you think those things will make you think those things will make oh that's so true and it's like really
58:00oh that's so true and it's like really oh that's so true and it's like really and you think about it it's like true and you think about it it's like true and you think about it it's like true 99% of the time like you you really and 99% of the time like you you really and 99% of the time like you you really and you could feel you could feel like you you could feel you could feel like you you could feel you could feel like you just got a Ferrari every day if you just got a Ferrari every day if you just got a Ferrari every day if you really thought about it and like really really thought about it and like really really thought about it and like really like focused on it you know for sure and like focused on it you know for sure and like focused on it you know for sure and it's like it's like why delay that that it's like it's like why delay that that it's like it's like why delay that that happiness when you could feel it on a happiness when you could feel it on a happiness when you could feel it on a daily basis just focusing on like the daily basis just focusing on like the daily basis just focusing on like the good things in life like the good things in life like the good things in life like the relationships you have things you're relationships you have things you're relationships you have things you're grateful for already good things that grateful for already good things that grateful for already good things that have happened people Rel yeah Y and I have happened people Rel yeah Y and I have happened people Rel yeah Y and I feel like entrepreneurship and you know feel like entrepreneurship and you know feel like entrepreneurship and you know trying to do things you know solo is trying to do things you know solo is trying to do things you know solo is that it forces you yeah to have to like that it forces you yeah to have to like that it forces you yeah to have to like try and make some of those like try and make some of those like try and make some of those like realizations like because there's realizations like because there's realizations like because there's nothing really to fall back on in some nothing really to fall back on in some nothing really to fall back on in some of those instances so anyways kind of of those instances so anyways kind of of those instances so anyways kind of tying it back to to entrepreneurship I tying it back to to entrepreneurship I tying it back to to entrepreneurship I feel like you know a lot of those things feel like you know a lot of those things feel like you know a lot of those things you're talking about they kind of force you're talking about they kind of force you're talking about they kind of force you to do that when you're trying to be you to do that when you're trying to be you to do that when you're trying to be an entrepreneur totally and and just an entrepreneur totally and and just an entrepreneur totally and and just wrapping things up a little bit but um I
59:00wrapping things up a little bit but um I wrapping things up a little bit but um I remember listening a podcast back when I remember listening a podcast back when I remember listening a podcast back when I was like younger I'm still young I feel was like younger I'm still young I feel was like younger I'm still young I feel like but you're still way young back in like but you're still way young back in like but you're still way young back in the day before I ever started a business the day before I ever started a business the day before I ever started a business or invested or any of that and I just or invested or any of that and I just or invested or any of that and I just remember thinking and listening to these remember thinking and listening to these remember thinking and listening to these podcasts where I'm like wow this guy podcasts where I'm like wow this guy podcasts where I'm like wow this guy like he's done this this and this it's like he's done this this and this it's like he's done this this and this it's so cool like I I could never do that so cool like I I could never do that so cool like I I could never do that like what advice would you give somebody like what advice would you give somebody like what advice would you give somebody that has a business idea that wants to that has a business idea that wants to that has a business idea that wants to go start a business like what advice go start a business like what advice go start a business like what advice would you give would you give would you give [Music] [Music] [Music] them I think the first thing is is just them I think the first thing is is just them I think the first thing is is just like you know go and do it right find like you know go and do it right find like you know go and do it right find the the the smallest way to get out the the the smallest way to get out the the the smallest way to get out there and do what you want to do and there and do what you want to do and there and do what you want to do and just try and do it right cuz I can't just try and do it right cuz I can't just try and do it right cuz I can't remember you know who who said it but remember you know who who said it but remember you know who who said it but it's like 99% of businesses fail because it's like 99% of businesses fail because it's like 99% of businesses fail because they never get out of the ideation stage they never get out of the ideation stage they never get out of the ideation stage right like if you actually kind of bring right like if you actually kind of bring right like if you actually kind of bring it to fruition and you try even if it
1:00it to fruition and you try even if it it to fruition and you try even if it fails you're going to learn something fails you're going to learn something fails you're going to learn something right and I I think that that's like the right and I I think that that's like the right and I I think that that's like the biggest thing is just try and act on it biggest thing is just try and act on it biggest thing is just try and act on it right like yeah just just put something right like yeah just just put something right like yeah just just put something into action and and go do it if if into action and and go do it if if into action and and go do it if if you're like man I've always wanted to you're like man I've always wanted to you're like man I've always wanted to try you know freelance editing or try you know freelance editing or try you know freelance editing or whatever right like go put something up whatever right like go put something up whatever right like go put something up on Fiverr and like start trying to get on Fiverr and like start trying to get on Fiverr and like start trying to get one or two gigs and see if it's one or two gigs and see if it's one or two gigs and see if it's something that you want to do right I something that you want to do right I something that you want to do right I feel like from there it's going to give feel like from there it's going to give feel like from there it's going to give you a basis to like figure out oh like I you a basis to like figure out oh like I you a basis to like figure out oh like I actually don't want to do this but I actually don't want to do this but I actually don't want to do this but I really liked doing this and it kind of really liked doing this and it kind of really liked doing this and it kind of helps build on itself in in different helps build on itself in in different helps build on itself in in different ways great advice because yeah like I I ways great advice because yeah like I I ways great advice because yeah like I I heard Corbin church talk at BYU and he's heard Corbin church talk at BYU and he's heard Corbin church talk at BYU and he's like the best way to learn about like the best way to learn about like the best way to learn about business is to be in business and like business is to be in business and like business is to be in business and like go go try it go do it and so many people go go try it go do it and so many people go go try it go do it and so many people get so scared of like oh what will this get so scared of like oh what will this get so scared of like oh what will this person think of me like you had some of person think of me like you had some of person think of me like you had some of that even at the beginning phases oh for that even at the beginning phases oh for that even at the beginning phases oh for sure and I'm sure they're not they're sure and I'm sure they're not they're sure and I'm sure they're not they're not at you anymore well some of them not at you anymore well some of them not at you anymore well some of them probably are still um and the other the
1:01probably are still um and the other the probably are still um and the other the other interesting part about other interesting part about other interesting part about um about that is is that um about that is is that um about that is is that you um I just completely lost my you um I just completely lost my you um I just completely lost my train I was talking about like people train I was talking about like people train I was talking about like people laughing at you but yeah um pretty much laughing at you but yeah um pretty much laughing at you but yeah um pretty much like like um just um we both lost our train we we um just um we both lost our train we we um just um we both lost our train we we both did here we'll we'll skip down to both did here we'll we'll skip down to both did here we'll we'll skip down to this question real quick but um what's this question real quick but um what's this question real quick but um what's something that you've done that everyone something that you've done that everyone something that you've done that everyone should go do oh man that's something should go do oh man that's something should go do oh man that's something I've done that everybody should go do I've done that everybody should go do I've done that everybody should go do cold punch heck yeah go jump in the cold punch heck yeah go jump in the cold punch heck yeah go jump in the river go jump in the river go jump in river go jump in the river go jump in river go jump in the river go jump in the river um I I would probably um I I would probably say this isn't like unique to me right say this isn't like unique to me right say this isn't like unique to me right and this has to do with cold water and and this has to do with cold water and and this has to do with cold water and it's like completely contrary to it's like completely contrary to it's like completely contrary to everything that I you know thought about
1:02everything that I you know thought about everything that I you know thought about growing up but like put yourself in growing up but like put yourself in growing up but like put yourself in uncomfortable situations right beautiful uncomfortable situations right beautiful uncomfortable situations right beautiful right whether that's right whether that's right whether that's like another small like I growing up I like another small like I growing up I like another small like I growing up I did track but I would only Sprint like did track but I would only Sprint like did track but I would only Sprint like I'd never run over a mile like that was I'd never run over a mile like that was I'd never run over a mile like that was just dumb yeah cross country always but just dumb yeah cross country always but just dumb yeah cross country always but then like the the more that I got to then like the the more that I got to then like the the more that I got to know myself I'm like no I am capable of know myself I'm like no I am capable of know myself I'm like no I am capable of more right and that's when I got into more right and that's when I got into more right and that's when I got into like ultra running and like proving that like ultra running and like proving that like ultra running and like proving that to yourself gives you perspective on to yourself gives you perspective on to yourself gives you perspective on like hey like I'm actually stronger than like hey like I'm actually stronger than like hey like I'm actually stronger than I thought in this area right and doing I thought in this area right and doing I thought in this area right and doing that whether it's with school whether that whether it's with school whether that whether it's with school whether it's with a business whether it's with it's with a business whether it's with it's with a business whether it's with like you know trying to eat healthier like you know trying to eat healthier like you know trying to eat healthier right like pushing yourself to do those right like pushing yourself to do those right like pushing yourself to do those things that are uncomfortable it gives things that are uncomfortable it gives things that are uncomfortable it gives you that perspective to look back on and you that perspective to look back on and you that perspective to look back on and be like oh like I actually was Stronger be like oh like I actually was Stronger be like oh like I actually was Stronger Than I gave myself credit for even Than I gave myself credit for even Than I gave myself credit for even though even at the time or even now like though even at the time or even now like though even at the time or even now like I I don't feel it it gives you that I I don't feel it it gives you that I I don't feel it it gives you that perspective to look back on and be like perspective to look back on and be like perspective to look back on and be like okay I can do it and the cold water is okay I can do it and the cold water is okay I can do it and the cold water is just a small sliver or something like just a small sliver or something like just a small sliver or something like that right yeah totally I I agree 100%
1:03that right yeah totally I I agree 100% that right yeah totally I I agree 100% like stay uncomfortable yeah and and I I like stay uncomfortable yeah and and I I like stay uncomfortable yeah and and I I heard a quote like a comfort zone is a heard a quote like a comfort zone is a heard a quote like a comfort zone is a beautiful place but nothing grows there beautiful place but nothing grows there beautiful place but nothing grows there yeah like you have to like in order to yeah like you have to like in order to yeah like you have to like in order to grow in any area of your life like you grow in any area of your life like you grow in any area of your life like you have to put yourself through pain and have to put yourself through pain and have to put yourself through pain and suffering to like get the reward and suffering to like get the reward and suffering to like get the reward and it's it's cool that's great advice yeah it's it's cool that's great advice yeah it's it's cool that's great advice yeah well like nature teaches that with like well like nature teaches that with like well like nature teaches that with like you know the the the strongest plants you know the the the strongest plants you know the the the strongest plants have to fight for their sunlight and have to fight for their sunlight and have to fight for their sunlight and their water and you know like just their water and you know like just their water and you know like just everything in general and I feel like everything in general and I feel like everything in general and I feel like that's it's kind that's it's kind that's it's kind of uh you know ubiquitous across the of uh you know ubiquitous across the of uh you know ubiquitous across the line just a law yeah well sweet Sean any line just a law yeah well sweet Sean any line just a law yeah well sweet Sean any last Sean tips before we wrap up oh man last Sean tips before we wrap up oh man last Sean tips before we wrap up oh man this has been awesome no I I just thanks this has been awesome no I I just thanks this has been awesome no I I just thanks for having me in man I appreciate it for having me in man I appreciate it for having me in man I appreciate it this is fun I this is my favorite part this is fun I this is my favorite part this is fun I this is my favorite part about Plunge in all honesty is getting about Plunge in all honesty is getting about Plunge in all honesty is getting to like meet people and getting the talk to like meet people and getting the talk to like meet people and getting the talk to people tell your story yeah it's like to people tell your story yeah it's like to people tell your story yeah it's like it's my favorite part I I'm I'm on phone
1:04it's my favorite part I I'm I'm on phone it's my favorite part I I'm I'm on phone calls you know a few times a week with calls you know a few times a week with calls you know a few times a week with people who are interested in plunge and people who are interested in plunge and people who are interested in plunge and most of the time I schedule those calls most of the time I schedule those calls most of the time I schedule those calls not because I think they're going to be not because I think they're going to be not because I think they're going to be franchisees or something like that I franchisees or something like that I franchisees or something like that I just it's fun to meet people like I've just it's fun to meet people like I've just it's fun to meet people like I've met so many more people in the last you met so many more people in the last you met so many more people in the last you know three years and I had ever met you know three years and I had ever met you know three years and I had ever met you know in like my entire life and it's and know in like my entire life and it's and know in like my entire life and it's and it's been it's been so much fun for that it's been it's been so much fun for that it's been it's been so much fun for that so this is just like one of those like so this is just like one of those like so this is just like one of those like small little ways that you know I get to small little ways that you know I get to small little ways that you know I get to meet somebody well I've met you before meet somebody well I've met you before meet somebody well I've met you before but hopefully I'll get to meet people but hopefully I'll get to meet people but hopefully I'll get to meet people that see this yeah it's just it's fun so that see this yeah it's just it's fun so that see this yeah it's just it's fun so thank you I appreciate it yeah this has thank you I appreciate it yeah this has thank you I appreciate it yeah this has been awesome and thanks thanks for been awesome and thanks thanks for been awesome and thanks thanks for coming on I I know everybody watching or coming on I I know everybody watching or coming on I I know everybody watching or listening like got huge gold nuggets listening like got huge gold nuggets listening like got huge gold nuggets today from from hearing your story and today from from hearing your story and today from from hearing your story and the lessons and yeah if you if you did the lessons and yeah if you if you did the lessons and yeah if you if you did get value um yeah like subscribe share get value um yeah like subscribe share get value um yeah like subscribe share it with a friend and um go go follow it with a friend and um go go follow it with a friend and um go go follow plunge um their Journey go follow Sean plunge um their Journey go follow Sean plunge um their Journey go follow Sean we'll put his Instagram in the we'll put his Instagram in the we'll put his Instagram in the description um but yeah like I'm excited description um but yeah like I'm excited description um but yeah like I'm excited to see plunge grow see you grow as an
1:05to see plunge grow see you grow as an to see plunge grow see you grow as an entrepreneur and see this thing take off entrepreneur and see this thing take off entrepreneur and see this thing take off even more than it already has it's it's even more than it already has it's it's even more than it already has it's it's a phenomenon here in Utah like people a phenomenon here in Utah like people a phenomenon here in Utah like people Rave about it so it's kind of cool to Rave about it so it's kind of cool to Rave about it so it's kind of cool to see the cult-like falling that you guys see the cult-like falling that you guys see the cult-like falling that you guys have kind of created so it's it's kind have kind of created so it's it's kind have kind of created so it's it's kind of cool how in Utah we uh we have this of cool how in Utah we uh we have this of cool how in Utah we uh we have this neck for like creating these little neck for like creating these little neck for like creating these little weird businesses that like kind of weird businesses that like kind of weird businesses that like kind of spread and I'm hoping that plunge will spread and I'm hoping that plunge will spread and I'm hoping that plunge will be one of those who knows if it will be be one of those who knows if it will be be one of those who knows if it will be watch Shark Tank watch Shark Tank watch Shark Tank 2027 yeah exactly he'll be on there yeah 2027 yeah exactly he'll be on there yeah 2027 yeah exactly he'll be on there yeah oh man but awesome thanks again man and oh man but awesome thanks again man and oh man but awesome thanks again man and oh yeah until next time you guys okay oh yeah until next time you guys okay oh yeah until next time you guys okay peace