the Founder of Sisu Saunas Pete Nelson the DMJR Podcast Ep 11
00:00What is up everybody? David Moss Jr. What is up everybody? David Moss Jr. here. And on today's episode, we have here. And on today's episode, we have here. And on today's episode, we have Pete Nelson, the founder of CESU Sauna. Pete Nelson, the founder of CESU Sauna. Pete Nelson, the founder of CESU Sauna. And Pete, I want to start this episode And Pete, I want to start this episode And Pete, I want to start this episode by saying when I first entered into the by saying when I first entered into the by saying when I first entered into the review space of Saunets, I really didn't review space of Saunets, I really didn't review space of Saunets, I really didn't think there was going to be a big think there was going to be a big think there was going to be a big difference in quality, craftsmanship, difference in quality, craftsmanship, difference in quality, craftsmanship, and just the overall people behind the and just the overall people behind the and just the overall people behind the product until I met you. And I would product until I met you. And I would product until I met you. And I would love for the viewers and listeners of love for the viewers and listeners of love for the viewers and listeners of today's show to get to know you a little today's show to get to know you a little today's show to get to know you a little better and hear your story. So, why better and hear your story. So, why better and hear your story. So, why don't we start there, Pete? What got you don't we start there, Pete? What got you don't we start there, Pete? What got you into S? Uh, first, David. Uh, David into S? Uh, first, David. Uh, David into S? Uh, first, David. Uh, David turned into a really, really good friend turned into a really, really good friend turned into a really, really good friend very, very quickly. I think that there's very, very quickly. I think that there's very, very quickly. I think that there's a lot of similarities in the way we like a lot of similarities in the way we like a lot of similarities in the way we like to live life. Uh, our weirdness, our our to live life. Uh, our weirdness, our our to live life. Uh, our weirdness, our our craziness, and we immediately connected, craziness, and we immediately connected, craziness, and we immediately connected, and you have a level of authenticity and and you have a level of authenticity and and you have a level of authenticity and trust behind you that I just really trust behind you that I just really trust behind you that I just really admire. So, congrats on all the success admire. So, congrats on all the success admire. So, congrats on all the success that you've earned. that you've earned. that you've earned. >> Thanks, bro. And uh CESU really started >> Thanks, bro. And uh CESU really started >> Thanks, bro. And uh CESU really started as a result of um this kind of clash of
01:00as a result of um this kind of clash of as a result of um this kind of clash of my life and my business partner Nick my life and my business partner Nick my life and my business partner Nick Datis' life. And so the way that it Datis' life. And so the way that it Datis' life. And so the way that it really started, I was a trainer at a really started, I was a trainer at a really started, I was a trainer at a local gym in Cleveland, Ohio where I local gym in Cleveland, Ohio where I local gym in Cleveland, Ohio where I live. And I grew up in in Cleveland and live. And I grew up in in Cleveland and live. And I grew up in in Cleveland and always lived there. And when I was 19, I always lived there. And when I was 19, I always lived there. And when I was 19, I was a trainer, was an Army RTC going to was a trainer, was an Army RTC going to was a trainer, was an Army RTC going to school full-time. in um that escalated school full-time. in um that escalated school full-time. in um that escalated into me actually getting medically into me actually getting medically into me actually getting medically rolled by the army and I dropped from rolled by the army and I dropped from rolled by the army and I dropped from school and I went all in on training and school and I went all in on training and school and I went all in on training and and me being an athlete saying through and me being an athlete saying through and me being an athlete saying through that process uh became a manager of this that process uh became a manager of this that process uh became a manager of this gym and then we had a a client come in gym and then we had a a client come in gym and then we had a a client come in who was raving about this XPTt who was raving about this XPTt who was raving about this XPTt experience and if you're not familiar experience and if you're not familiar experience and if you're not familiar with XPTt XPTt is this incredible uh uh with XPTt XPTt is this incredible uh uh with XPTt XPTt is this incredible uh uh fitness experience out of Hawaii uh led fitness experience out of Hawaii uh led fitness experience out of Hawaii uh led by Larry Hamilton and Gabby Reese and I by Larry Hamilton and Gabby Reese and I by Larry Hamilton and Gabby Reese and I want to go to that same we should want to go to that same we should want to go to that same we should totally go 100%. Lar is a legend. He's totally go 100%. Lar is a legend. He's totally go 100%. Lar is a legend. He's he's been an icon in my life since I was he's been an icon in my life since I was he's been an icon in my life since I was a kid. And uh I feel like you know that
02:00a kid. And uh I feel like you know that a kid. And uh I feel like you know that like you're only a couple people removed like you're only a couple people removed like you're only a couple people removed from from the people that you really from from the people that you really from from the people that you really want to meet. Feel like between the want to meet. Feel like between the want to meet. Feel like between the people we know, we should definitely be people we know, we should definitely be people we know, we should definitely be able to do that. So what's so crazy is able to do that. So what's so crazy is able to do that. So what's so crazy is that my business partner Nick went to an that my business partner Nick went to an that my business partner Nick went to an XPTt experience. Him and his wife went XPTt experience. Him and his wife went XPTt experience. Him and his wife went and Lar and Gabby were there and the and Lar and Gabby were there and the and Lar and Gabby were there and the only other person that was there was Tim only other person that was there was Tim only other person that was there was Tim Ferrris. Wow. So they all of them were Ferrris. Wow. So they all of them were Ferrris. Wow. So they all of them were sitting in a barrel sauna and when uh sitting in a barrel sauna and when uh sitting in a barrel sauna and when uh they came back to Ohio he's like I got they came back to Ohio he's like I got they came back to Ohio he's like I got to buy this barrel sauna like good to buy this barrel sauna like good to buy this barrel sauna like good enough for Lar it's good enough for me. enough for Lar it's good enough for me. enough for Lar it's good enough for me. So he bought barrel sauna and then when So he bought barrel sauna and then when So he bought barrel sauna and then when he bought the barrel sauna he was he bought the barrel sauna he was he bought the barrel sauna he was telling me about how nobody was really telling me about how nobody was really telling me about how nobody was really wholesaling or drop shipping these wholesaling or drop shipping these wholesaling or drop shipping these saunas. saunas. saunas. >> Yeah. >> Yeah. >> Yeah. >> Like why why couldn't I? You know >> Like why why couldn't I? You know >> Like why why couldn't I? You know granted Nick is an entrepreneur. He's granted Nick is an entrepreneur. He's granted Nick is an entrepreneur. He's always entrepreneurial thinking and he always entrepreneurial thinking and he always entrepreneurial thinking and he brought this idea to me and he bought a brought this idea to me and he bought a brought this idea to me and he bought a sauna for his home and then we bought a sauna for his home and then we bought a sauna for his home and then we bought a sauna for our home and then next thing sauna for our home and then next thing sauna for our home and then next thing you know we have a dealership together. you know we have a dealership together. you know we have a dealership together. This is just prior to CO and we started This is just prior to CO and we started This is just prior to CO and we started selling to family and friends maybe once selling to family and friends maybe once selling to family and friends maybe once every other month and then COVID hit and every other month and then COVID hit and every other month and then COVID hit and when CO hit it was such a a wall like we
03:00when CO hit it was such a a wall like we when CO hit it was such a a wall like we had a 12-month period without a single had a 12-month period without a single had a 12-month period without a single sauna sale and it was it was really sauna sale and it was it was really sauna sale and it was it was really rough and at the time my business rough and at the time my business rough and at the time my business partner Nick um he and his wife were partner Nick um he and his wife were partner Nick um he and his wife were about to put a blind bid in for an old about to put a blind bid in for an old about to put a blind bid in for an old library in the Cleveland area to convert library in the Cleveland area to convert library in the Cleveland area to convert it to a learnerdriven school called the it to a learnerdriven school called the it to a learnerdriven school called the Actton Academy. Meanwhile, my gym brand Actton Academy. Meanwhile, my gym brand Actton Academy. Meanwhile, my gym brand that I owned, that I went from a manager that I owned, that I went from a manager that I owned, that I went from a manager to now owning was taking off as well. to now owning was taking off as well. to now owning was taking off as well. And we're like, "Hey, let's split and go And we're like, "Hey, let's split and go And we're like, "Hey, let's split and go our separate ways." And so, we're our separate ways." And so, we're our separate ways." And so, we're talking about this on an early morning talking about this on an early morning talking about this on an early morning trail round at 5:00 a.m. And we decided trail round at 5:00 a.m. And we decided trail round at 5:00 a.m. And we decided then and there to actually end the uh then and there to actually end the uh then and there to actually end the uh end the dealership completely. end the dealership completely. end the dealership completely. >> And I'm so happy that that we decided >> And I'm so happy that that we decided >> And I'm so happy that that we decided that because once we made that decision, that because once we made that decision, that because once we made that decision, it forced us to think, why was this a it forced us to think, why was this a it forced us to think, why was this a failure? And it made us realize that failure? And it made us realize that failure? And it made us realize that there was so much opportunity for us to there was so much opportunity for us to there was so much opportunity for us to go into manufacturing ourselves and go into manufacturing ourselves and go into manufacturing ourselves and really do it the right way. And so we really do it the right way. And so we really do it the right way. And so we really put up our head our head up into really put up our head our head up into really put up our head our head up into the clouds and decided right then and the clouds and decided right then and the clouds and decided right then and there that we wanted to do an Amish
04:00there that we wanted to do an Amish there that we wanted to do an Amish handcrafted US source USmade hot handcrafted US source USmade hot handcrafted US source USmade hot beautiful quality and simple sort of beautiful quality and simple sort of beautiful quality and simple sort of experience for people and be able to do experience for people and be able to do experience for people and be able to do it to where people could just simply do it to where people could just simply do it to where people could just simply do add to cart because everything that we add to cart because everything that we add to cart because everything that we experienced as customers and consumers experienced as customers and consumers experienced as customers and consumers and then also drop shipper we realized and then also drop shipper we realized and then also drop shipper we realized that nobody was doing it that way and it that nobody was doing it that way and it that nobody was doing it that way and it was the right way and so we launched in was the right way and so we launched in was the right way and so we launched in August 2022 and now we're at our August 2022 and now we're at our August 2022 and now we're at our three-year mark August one and it's been three-year mark August one and it's been three-year mark August one and it's been a total blessing and we've learned a total blessing and we've learned a total blessing and we've learned everything of like what to do in everything of like what to do in everything of like what to do in business, what not to do in business business, what not to do in business business, what not to do in business across three years and we're always across three years and we're always across three years and we're always learning, but uh it's been really learning, but uh it's been really learning, but uh it's been really impactful for our family, our internal impactful for our family, our internal impactful for our family, our internal team, and just the relationships that we team, and just the relationships that we team, and just the relationships that we built. built. built. >> Bro, that's such an inspiring story. So, >> Bro, that's such an inspiring story. So, >> Bro, that's such an inspiring story. So, when you started this, there really when you started this, there really when you started this, there really wasn't another sauna company doing the wasn't another sauna company doing the wasn't another sauna company doing the direct to consumer, right? Like, direct to consumer, right? Like, direct to consumer, right? Like, everyone had to go through almost like a everyone had to go through almost like a everyone had to go through almost like a some sort of a forum. Like I remember I some sort of a forum. Like I remember I some sort of a forum. Like I remember I had friends try to buy saunas and unless had friends try to buy saunas and unless had friends try to buy saunas and unless you just ordered like a super cheap you just ordered like a super cheap you just ordered like a super cheap ineffective one off of Amazon um ineffective one off of Amazon um ineffective one off of Amazon um typically the the really cheap typically the the really cheap typically the the really cheap infrareds. It was a process like you had
05:00infrareds. It was a process like you had infrareds. It was a process like you had to know somebody who could help get you to know somebody who could help get you to know somebody who could help get you a sauna or try to I don't even know like a sauna or try to I don't even know like a sauna or try to I don't even know like there was just it wasn't an easy there was just it wasn't an easy there was just it wasn't an easy process. And that's one of the things process. And that's one of the things process. And that's one of the things that from me and we'll get to this in a that from me and we'll get to this in a that from me and we'll get to this in a second but like one of the things that I second but like one of the things that I second but like one of the things that I love is the ease of purchase. So like love is the ease of purchase. So like love is the ease of purchase. So like the people who watch my review videos the people who watch my review videos the people who watch my review videos and I review your competitors. I review and I review your competitors. I review and I review your competitors. I review a ton of different saunas and give a ton of different saunas and give a ton of different saunas and give people all the different options. One of people all the different options. One of people all the different options. One of the things I love is how easy it is to the things I love is how easy it is to the things I love is how easy it is to purchase. Your website is clean. It's purchase. Your website is clean. It's purchase. Your website is clean. It's very easy for somebody to purchase. And very easy for somebody to purchase. And very easy for somebody to purchase. And I think that's where a lot of the high I think that's where a lot of the high I think that's where a lot of the high ticket items in the wellness space kind ticket items in the wellness space kind ticket items in the wellness space kind of get it wrong is they they put too of get it wrong is they they put too of get it wrong is they they put too many too many walls up that make it many too many walls up that make it many too many walls up that make it difficult for somebody to just purchase. difficult for somebody to just purchase. difficult for somebody to just purchase. Like when you see something you want, Like when you see something you want, Like when you see something you want, you should be able to get it. and the you should be able to get it. and the you should be able to get it. and the experience of purchasing it, building experience of purchasing it, building experience of purchasing it, building it, owning it, and maintaining it should it, owning it, and maintaining it should it, owning it, and maintaining it should also be an enjoyable one. And I commend also be an enjoyable one. And I commend also be an enjoyable one. And I commend you for that. And we'll get we'll get you for that. And we'll get we'll get you for that. And we'll get we'll get into that a little bit more. So, you into that a little bit more. So, you into that a little bit more. So, you guys started this company. This was 3 guys started this company. This was 3 guys started this company. This was 3 years ago, almost 3 years ago. It's years ago, almost 3 years ago. It's years ago, almost 3 years ago. It's almost August 1st. almost August 1st. almost August 1st. >> Yeah. >> Yeah. >> How many sauna do you think you've sold >> How many sauna do you think you've sold
06:00>> How many sauna do you think you've sold in 3 years? in 3 years? in 3 years? >> So, we were trying to do the math. I >> So, we were trying to do the math. I >> So, we were trying to do the math. I think we've sold close to 1,800 saunas think we've sold close to 1,800 saunas think we've sold close to 1,800 saunas since, which is incredible. And it gives since, which is incredible. And it gives since, which is incredible. And it gives gives me goosebumps thinking about that gives me goosebumps thinking about that gives me goosebumps thinking about that because when we launched CESU in August because when we launched CESU in August because when we launched CESU in August of 22, I think it was the second week in of 22, I think it was the second week in of 22, I think it was the second week in we we operate on EOS, which is we we operate on EOS, which is we we operate on EOS, which is entrepreneurial operating system. It's entrepreneurial operating system. It's entrepreneurial operating system. It's just a really black and white way of just a really black and white way of just a really black and white way of being able to grow a business and keep being able to grow a business and keep being able to grow a business and keep it organized and keep everybody it organized and keep everybody it organized and keep everybody functioning the way they need to. But functioning the way they need to. But functioning the way they need to. But through this process, there's something through this process, there's something through this process, there's something called the vision traction organizer. I called the vision traction organizer. I called the vision traction organizer. I recommend any business owner to do this. recommend any business owner to do this. recommend any business owner to do this. In the vision traction organizer, one of In the vision traction organizer, one of In the vision traction organizer, one of the main key things is setting a tenure the main key things is setting a tenure the main key things is setting a tenure target. And a lot of times you want the target. And a lot of times you want the target. And a lot of times you want the tenure target to be quantifiable and tenure target to be quantifiable and tenure target to be quantifiable and subjective, like feeling based for sure. subjective, like feeling based for sure. subjective, like feeling based for sure. And the quantifiability for that, and I And the quantifiability for that, and I And the quantifiability for that, and I don't think that's a word, but I think don't think that's a word, but I think don't think that's a word, but I think it sounds right for you. Yeah. I think it sounds right for you. Yeah. I think it sounds right for you. Yeah. I think that to quantify it, we said our 10ear that to quantify it, we said our 10ear that to quantify it, we said our 10ear target was 40 saunas per month, and we target was 40 saunas per month, and we target was 40 saunas per month, and we hit our first 40 sauna a month about 9 hit our first 40 sauna a month about 9 hit our first 40 sauna a month about 9 months in or so, bro. And it made me months in or so, bro. And it made me months in or so, bro. And it made me realize like, wow, one, this is a realize like, wow, one, this is a realize like, wow, one, this is a blessing. And two, it made us
07:00blessing. And two, it made us blessing. And two, it made us immediately pivot into thinking way immediately pivot into thinking way immediately pivot into thinking way bigger than we were currently thinking. bigger than we were currently thinking. bigger than we were currently thinking. >> Dude, that's amazing. And it it it >> Dude, that's amazing. And it it it >> Dude, that's amazing. And it it it forced us to grow. It forced us to forced us to grow. It forced us to forced us to grow. It forced us to adapt. And I wouldn't want it any other adapt. And I wouldn't want it any other adapt. And I wouldn't want it any other way. And the relationships that have way. And the relationships that have way. And the relationships that have come from those 1,800 saunas out there come from those 1,800 saunas out there come from those 1,800 saunas out there are something that I think is our are something that I think is our are something that I think is our largest equity that I personally have in largest equity that I personally have in largest equity that I personally have in the company. Uh, and the thing that we the company. Uh, and the thing that we the company. Uh, and the thing that we all like really hang our head on is just all like really hang our head on is just all like really hang our head on is just building great relationships not only building great relationships not only building great relationships not only with our customers, but our ambassadors with our customers, but our ambassadors with our customers, but our ambassadors and all the amazing brands and get to and all the amazing brands and get to and all the amazing brands and get to connect with us. Well, I'm super blessed connect with us. Well, I'm super blessed connect with us. Well, I'm super blessed to say as an ambassador for CESU that I to say as an ambassador for CESU that I to say as an ambassador for CESU that I mean the relationships we formed two mean the relationships we formed two mean the relationships we formed two years ago prior to me getting into your years ago prior to me getting into your years ago prior to me getting into your sauna for the first time. We just we sauna for the first time. We just we sauna for the first time. We just we formed a relationship over the phone. formed a relationship over the phone. formed a relationship over the phone. Had a great conversation. We immediately Had a great conversation. We immediately Had a great conversation. We immediately hit it off. You're married. You have two hit it off. You're married. You have two hit it off. You're married. You have two kids about to be three. Congrats on kids about to be three. Congrats on kids about to be three. Congrats on that. That's so amazing. Um actually I that. That's so amazing. Um actually I that. That's so amazing. Um actually I want to pivot. What's because this is want to pivot. What's because this is want to pivot. What's because this is something that I think is incredible. I something that I think is incredible. I something that I think is incredible. I wasn't always in the health and wellness wasn't always in the health and wellness wasn't always in the health and wellness space. I was in the car business for 20 space. I was in the car business for 20 space. I was in the car business for 20 years. Many people who are w watching or years. Many people who are w watching or years. Many people who are w watching or listening know my story. Um and about
08:00listening know my story. Um and about listening know my story. Um and about three or so years ago I jumped all in on three or so years ago I jumped all in on three or so years ago I jumped all in on health and wellness, taking care of health and wellness, taking care of health and wellness, taking care of myself and helping bring light to myself and helping bring light to myself and helping bring light to products that can help and change many products that can help and change many products that can help and change many many lives. And it's been such a really many lives. And it's been such a really many lives. And it's been such a really cool compounding effect of all these cool compounding effect of all these cool compounding effect of all these different things that I'm exposed to different things that I'm exposed to different things that I'm exposed to now. My kids are exposed to them, my now. My kids are exposed to them, my now. My kids are exposed to them, my wife's exposed to them, our family's wife's exposed to them, our family's wife's exposed to them, our family's exposed to them, our friends. And it's exposed to them, our friends. And it's exposed to them, our friends. And it's just this ripple effect of health change just this ripple effect of health change just this ripple effect of health change happening all in our circle. As the happening all in our circle. As the happening all in our circle. As the owner of an incredible sauna company, owner of an incredible sauna company, owner of an incredible sauna company, how has being in the wellness space how has being in the wellness space how has being in the wellness space impacted your health, your wife's impacted your health, your wife's impacted your health, your wife's health, and and your families? So health, and and your families? So health, and and your families? So interesting. I saw a photo of our interesting. I saw a photo of our interesting. I saw a photo of our family, and I just looked really family, and I just looked really family, and I just looked really inflamed prior to CESU. I was always inflamed prior to CESU. I was always inflamed prior to CESU. I was always fit. I was always running ultras and fit. I was always running ultras and fit. I was always running ultras and doing things that I was really doing things that I was really doing things that I was really passionate about. But I'll never forget passionate about. But I'll never forget passionate about. But I'll never forget the first I think it was a founders only the first I think it was a founders only the first I think it was a founders only event and it was maybe 6 months in. I event and it was maybe 6 months in. I event and it was maybe 6 months in. I just looked really large and I remember just looked really large and I remember just looked really large and I remember being like, "Wow, I I need to really being like, "Wow, I I need to really being like, "Wow, I I need to really grab a hold of my health." And thinking
09:00grab a hold of my health." And thinking grab a hold of my health." And thinking about what CESU means. CESU is a Finnish about what CESU means. CESU is a Finnish about what CESU means. CESU is a Finnish concept, which stands for perseverance, concept, which stands for perseverance, concept, which stands for perseverance, tenacity, bravery, and grit. And like tenacity, bravery, and grit. And like tenacity, bravery, and grit. And like our tagline is built for resilience. And our tagline is built for resilience. And our tagline is built for resilience. And I realized like that wasn't really I realized like that wasn't really I realized like that wasn't really lifestyle that I was living. I was lifestyle that I was living. I was lifestyle that I was living. I was living it to 60% but not not to 100%. living it to 60% but not not to 100%. living it to 60% but not not to 100%. And so when you think about like what And so when you think about like what And so when you think about like what CESU offers, it offers like awesome at CESU offers, it offers like awesome at CESU offers, it offers like awesome at home quality and simple sauna home quality and simple sauna home quality and simple sauna experiences that people are really experiences that people are really experiences that people are really excited to build community with. And so excited to build community with. And so excited to build community with. And so that's exactly what I was doing my that's exactly what I was doing my that's exactly what I was doing my health as is like I needed to pivot into health as is like I needed to pivot into health as is like I needed to pivot into creating a super convenient way of creating a super convenient way of creating a super convenient way of training on things or training things training on things or training things training on things or training things that I actually want to train, not that I actually want to train, not that I actually want to train, not somebody telling me what to do like I'm somebody telling me what to do like I'm somebody telling me what to do like I'm going to go do what I want to do, right? going to go do what I want to do, right? going to go do what I want to do, right? >> So that meant like I'm going to lean >> So that meant like I'm going to lean >> So that meant like I'm going to lean into running more because I love into running more because I love into running more because I love running. I love lifting. And so I'm running. I love lifting. And so I'm running. I love lifting. And so I'm going to lift weights, but not like going to lift weights, but not like going to lift weights, but not like cross crossfit weights where I'm cross crossfit weights where I'm cross crossfit weights where I'm constantly blowing myself up and feeling constantly blowing myself up and feeling constantly blowing myself up and feeling flamed and like I'm going to saw no flamed and like I'm going to saw no flamed and like I'm going to saw no more. I'm going to cool punch more. But more. I'm going to cool punch more. But more. I'm going to cool punch more. But ultimately the glue to that was the ultimately the glue to that was the ultimately the glue to that was the accountability and the community of accountability and the community of accountability and the community of doing it with other dads and doing doing it with other dads and doing doing it with other dads and doing people that would come into town and our people that would come into town and our people that would come into town and our friends. And so I would start to include
10:00friends. And so I would start to include friends. And so I would start to include friends on runs. I would start to friends on runs. I would start to friends on runs. I would start to include friends at our 5:30 a.m. like include friends at our 5:30 a.m. like include friends at our 5:30 a.m. like garage lifting sessions. And that became garage lifting sessions. And that became garage lifting sessions. And that became the catalyst and the glue. And now the catalyst and the glue. And now the catalyst and the glue. And now that's the expectation. And it's really that's the expectation. And it's really that's the expectation. And it's really developed this really cool like dad developed this really cool like dad developed this really cool like dad community of like early am risers before community of like early am risers before community of like early am risers before they go to wake up their kids in the they go to wake up their kids in the they go to wake up their kids in the morning is that we're all getting our morning is that we're all getting our morning is that we're all getting our hour lift in and then saw a pull plunge hour lift in and then saw a pull plunge hour lift in and then saw a pull plunge and then we're off to wake up our kids and then we're off to wake up our kids and then we're off to wake up our kids and it's the radest feeling in the world and it's the radest feeling in the world and it's the radest feeling in the world knowing that like we taking care of and knowing that like we taking care of and knowing that like we taking care of and sharpened ourselves like the true iron sharpened ourselves like the true iron sharpened ourselves like the true iron sharpens iron mentality like we're doing sharpens iron mentality like we're doing sharpens iron mentality like we're doing that in the morning and um so I really that in the morning and um so I really that in the morning and um so I really bought into that and it made a massive bought into that and it made a massive bought into that and it made a massive difference in my fitness my wife's difference in my fitness my wife's difference in my fitness my wife's fitness the kids and the kids see it my fitness the kids and the kids see it my fitness the kids and the kids see it my my wife feels that my wife runs my wife feels that my wife runs my wife feels that my wife runs marathons all the time. She trains marathons all the time. She trains marathons all the time. She trains CrossFit. It's just it's been really CrossFit. It's just it's been really CrossFit. It's just it's been really really fun. And the sauna then becomes really fun. And the sauna then becomes really fun. And the sauna then becomes this vehicle for, you know, obviously this vehicle for, you know, obviously this vehicle for, you know, obviously recovery, but the aerobic side is recovery, but the aerobic side is recovery, but the aerobic side is fantastic. And I think that getting fantastic. And I think that getting fantastic. And I think that getting people that have never sauna before into people that have never sauna before into people that have never sauna before into a CESU and they get to experience like a CESU and they get to experience like a CESU and they get to experience like what an actual hot taunt feels like and what an actual hot taunt feels like and what an actual hot taunt feels like and get them into our first cold plunge. You
11:00get them into our first cold plunge. You get them into our first cold plunge. You can't beat that. And to do it in the can't beat that. And to do it in the can't beat that. And to do it in the convenience of our own, man, like you convenience of our own, man, like you convenience of our own, man, like you can't beat that. Kayla, can't beat that. Kayla, can't beat that. Kayla, >> it's amazing. And I got to experience >> it's amazing. And I got to experience >> it's amazing. And I got to experience not only seeing the saunas in real life, not only seeing the saunas in real life, not only seeing the saunas in real life, experiencing the heat, I got to go to experiencing the heat, I got to go to experiencing the heat, I got to go to the factory. I got to see the people the factory. I got to see the people the factory. I got to see the people building, sanding, filling, setting up, building, sanding, filling, setting up, building, sanding, filling, setting up, pre-drilling, like putting everything pre-drilling, like putting everything pre-drilling, like putting everything together. And the operation was super together. And the operation was super together. And the operation was super impressive. And I really the respect impressive. And I really the respect impressive. And I really the respect that I had for the materials that you that I had for the materials that you that I had for the materials that you used has been heightened a ton since used has been heightened a ton since used has been heightened a ton since I've had the opportunity to review a lot I've had the opportunity to review a lot I've had the opportunity to review a lot of different products. I get to see of different products. I get to see of different products. I get to see that, oh man, like the benches, the that, oh man, like the benches, the that, oh man, like the benches, the material used on the benches, which is material used on the benches, which is material used on the benches, which is what you're going to sit down on in a what you're going to sit down on in a what you're going to sit down on in a sauna, make a huge impact in the sauna, make a huge impact in the sauna, make a huge impact in the experience. If the bench is too narrow, experience. If the bench is too narrow, experience. If the bench is too narrow, it's uncomfortable. If the if there's it's uncomfortable. If the if there's it's uncomfortable. If the if there's too much gapping in between the boards, too much gapping in between the boards, too much gapping in between the boards, it's uncomfortable. If the screw is it's uncomfortable. If the screw is it's uncomfortable. If the screw is sticking up, sticking up, sticking up, >> it gets hot and you could burn your butt >> it gets hot and you could burn your butt >> it gets hot and you could burn your butt on it. There's so many things that you on it. There's so many things that you on it. There's so many things that you don't really realize because a lot of don't really realize because a lot of don't really realize because a lot of people think I love that or just so
12:00people think I love that or just so people think I love that or just so everyone watching um knows we're everyone watching um knows we're everyone watching um knows we're actually in my my sideyard. We're not in actually in my my sideyard. We're not in actually in my my sideyard. We're not in the jungle. It looks like a jungle. So the jungle. It looks like a jungle. So the jungle. It looks like a jungle. So my dog and kids are back here watching my dog and kids are back here watching my dog and kids are back here watching which I love and um it's just a part of which I love and um it's just a part of which I love and um it's just a part of it. And if you're listening, go to it. And if you're listening, go to it. And if you're listening, go to YouTube channel and watch this as well. YouTube channel and watch this as well. YouTube channel and watch this as well. But one of the things that I really like But one of the things that I really like But one of the things that I really like fell in love with was just the materials fell in love with was just the materials fell in love with was just the materials that you use. you know, you hear all that you use. you know, you hear all that you use. you know, you hear all these crazy terms that people use and these crazy terms that people use and these crazy terms that people use and these really cool words that make you these really cool words that make you these really cool words that make you feel like, oh, I need to buy this feel like, oh, I need to buy this feel like, oh, I need to buy this because it's got a special, because it's got a special, because it's got a special, >> you know, thermal wood and stuff. And >> you know, thermal wood and stuff. And >> you know, thermal wood and stuff. And yeah, there's there's some cool benefits yeah, there's there's some cool benefits yeah, there's there's some cool benefits to some different things like that. But to some different things like that. But to some different things like that. But what I've realized is just a really good what I've realized is just a really good what I've realized is just a really good quality thick cut of cedar. quality thick cut of cedar. quality thick cut of cedar. >> All you need >> All you need >> All you need >> is all you really need to have an >> is all you really need to have an >> is all you really need to have an enjoyable sauna experience. And your enjoyable sauna experience. And your enjoyable sauna experience. And your benches are wider. the wood, dude. benches are wider. the wood, dude. benches are wider. the wood, dude. Building that sauna with with mills and Building that sauna with with mills and Building that sauna with with mills and just getting to see each piece and each just getting to see each piece and each just getting to see each piece and each layer of the sauna after going to the layer of the sauna after going to the layer of the sauna after going to the factory after hanging out with you at factory after hanging out with you at factory after hanging out with you at Running Man and get getting to Running Man and get getting to Running Man and get getting to experience all of the saunas and doing experience all of the saunas and doing experience all of the saunas and doing the reviews with them and then going to the reviews with them and then going to the reviews with them and then going to your house and we just we've done a ton
13:00your house and we just we've done a ton your house and we just we've done a ton and I'm super blessed to call you a and I'm super blessed to call you a and I'm super blessed to call you a friend and be able to to really friend and be able to to really friend and be able to to really recommend CESU saunas with a with a recommend CESU saunas with a with a recommend CESU saunas with a with a happy heart. What I I guess I want to happy heart. What I I guess I want to happy heart. What I I guess I want to ask you this. In a world where it's so ask you this. In a world where it's so ask you this. In a world where it's so easy to just do white labeling like easy to just do white labeling like easy to just do white labeling like anyone could go start a sauna company anyone could go start a sauna company anyone could go start a sauna company and order kits from China, put their and order kits from China, put their and order kits from China, put their label on it and say they're you know say label on it and say they're you know say label on it and say they're you know say they're an innovator. What made you and they're an innovator. What made you and they're an innovator. What made you and how hard was it to start CESU using hand how hard was it to start CESU using hand how hard was it to start CESU using hand selected cedar from America? I think one selected cedar from America? I think one selected cedar from America? I think one of the one of the best things you could of the one of the best things you could of the one of the best things you could do if you are an entrepreneur is set the do if you are an entrepreneur is set the do if you are an entrepreneur is set the goal and set the ideal paint the picture goal and set the ideal paint the picture goal and set the ideal paint the picture like paint that perfect like god-given like paint that perfect like god-given like paint that perfect like god-given picture and then work backwards from picture and then work backwards from picture and then work backwards from there. So for us we wanted to do a US there. So for us we wanted to do a US there. So for us we wanted to do a US source USmade Amish handcrafted simple source USmade Amish handcrafted simple source USmade Amish handcrafted simple skew but sauna company and do sona skew but sauna company and do sona skew but sauna company and do sona direct to consumer model. So we knew direct to consumer model. So we knew direct to consumer model. So we knew that we were going to use western red that we were going to use western red that we were going to use western red seedater. We didn't know that it was seedater. We didn't know that it was seedater. We didn't know that it was going to come from Idaho because we had going to come from Idaho because we had going to come from Idaho because we had to figure out like which horseshoe group to figure out like which horseshoe group to figure out like which horseshoe group we would be able you could be able to
14:00we would be able you could be able to we would be able you could be able to utilize right and then from there we utilize right and then from there we utilize right and then from there we knew that we wanted to not use spruces knew that we wanted to not use spruces knew that we wanted to not use spruces or thermal woods and I think that cedar or thermal woods and I think that cedar or thermal woods and I think that cedar has this aromatic sensation to it that has this aromatic sensation to it that has this aromatic sensation to it that you can't you just can't unless you've you can't you just can't unless you've you can't you just can't unless you've been in a CC you just can't fathom or been in a CC you just can't fathom or been in a CC you just can't fathom or understand it but then also there's this understand it but then also there's this understand it but then also there's this thickness and like I don't want to say thickness and like I don't want to say thickness and like I don't want to say ruggedness but this durability to the ruggedness but this durability to the ruggedness but this durability to the hood where it's hood where it's hood where it's >> it's just big. It's thick and big and >> it's just big. It's thick and big and >> it's just big. It's thick and big and like you when you lean back on it and like you when you lean back on it and like you when you lean back on it and you feel it and like you're holding it, you feel it and like you're holding it, you feel it and like you're holding it, it's it's like it's dense and unless if it's it's like it's dense and unless if it's it's like it's dense and unless if you've built one of our saunas, it's you've built one of our saunas, it's you've built one of our saunas, it's hard to compare. It is. And I and I'm hard to compare. It is. And I and I'm hard to compare. It is. And I and I'm not one person to like, hey, I'm going not one person to like, hey, I'm going not one person to like, hey, I'm going to side by side compare all these to side by side compare all these to side by side compare all these different sas. just like different sas. just like different sas. just like >> um so um there's that the when we were >> um so um there's that the when we were >> um so um there's that the when we were deciding like how we were going to deciding like how we were going to deciding like how we were going to structure CESU uh we knew that we wanted structure CESU uh we knew that we wanted structure CESU uh we knew that we wanted the best craftsman and the best the best craftsman and the best the best craftsman and the best craftsman in the world are literally craftsman in the world are literally craftsman in the world are literally right in our backyard in Cleveland Ohio
15:00right in our backyard in Cleveland Ohio right in our backyard in Cleveland Ohio and in a spot called dirt in J County and in a spot called dirt in J County and in a spot called dirt in J County and um the the Amish community has and um the the Amish community has and um the the Amish community has really just completely really just completely really just completely ran behind this idea and have completely ran behind this idea and have completely ran behind this idea and have completely supported it and there's so much pride supported it and there's so much pride supported it and there's so much pride in there so every single time when you in there so every single time when you in there so every single time when you show up uh to to Burton to our facility show up uh to to Burton to our facility show up uh to to Burton to our facility and you see this these expert craftsmen, and you see this these expert craftsmen, and you see this these expert craftsmen, hand touch, hand select, go through hand touch, hand select, go through hand touch, hand select, go through every single piece of wood, make sure every single piece of wood, make sure every single piece of wood, make sure it's uh it's sanded the right way. If it's uh it's sanded the right way. If it's uh it's sanded the right way. If there's any holes or any uh abrasions there's any holes or any uh abrasions there's any holes or any uh abrasions that they're filling it, then smooth it that they're filling it, then smooth it that they're filling it, then smooth it and then sanded it again and then double and then sanded it again and then double and then sanded it again and then double checking and it's pre-wrapped. And then checking and it's pre-wrapped. And then checking and it's pre-wrapped. And then the way that it goes inside the crates the way that it goes inside the crates the way that it goes inside the crates is like so perfectly fit for it to be is like so perfectly fit for it to be is like so perfectly fit for it to be able to be shipped the right way. and able to be shipped the right way. and able to be shipped the right way. and that we really obsessed over the that we really obsessed over the that we really obsessed over the experience. And I'm not saying like experience. And I'm not saying like experience. And I'm not saying like we're a perfect Sona company. There's no we're a perfect Sona company. There's no we're a perfect Sona company. There's no perfect business. Uh but I clearly perfect business. Uh but I clearly perfect business. Uh but I clearly believe in always learning from the believe in always learning from the believe in always learning from the customer no matter what stage of customer no matter what stage of customer no matter what stage of business. You could be 10 years in, you business. You could be 10 years in, you business. You could be 10 years in, you could be one year in, but regardless, could be one year in, but regardless, could be one year in, but regardless, every customer experience is something every customer experience is something every customer experience is something that you could always learn from. And so that you could always learn from. And so that you could always learn from. And so for us, like we've gotten to take the for us, like we've gotten to take the for us, like we've gotten to take the best feedback of like, man, this is what
16:00best feedback of like, man, this is what best feedback of like, man, this is what really sets us apart and like lean into really sets us apart and like lean into really sets us apart and like lean into that more. and stuff like where we've that more. and stuff like where we've that more. and stuff like where we've like uh where we've dropped the ball like uh where we've dropped the ball like uh where we've dropped the ball like we own and then we then we correct like we own and then we then we correct like we own and then we then we correct on the next order and always make right on the next order and always make right on the next order and always make right from the cusp. So for us it's always from the cusp. So for us it's always from the cusp. So for us it's always it's always about doing like what God's it's always about doing like what God's it's always about doing like what God's asking us to do which is like do the asking us to do which is like do the asking us to do which is like do the hard right over the easy wrong no matter hard right over the easy wrong no matter hard right over the easy wrong no matter what. And what that bleeds into is the what. And what that bleeds into is the what. And what that bleeds into is the three main pillars of CESU which are three main pillars of CESU which are three main pillars of CESU which are quality, simplicity, and trust. And like quality, simplicity, and trust. And like quality, simplicity, and trust. And like with within those three things that's with within those three things that's with within those three things that's where we really hung our hat to be able where we really hung our hat to be able where we really hung our hat to be able to sell units and be able to take care to sell units and be able to take care to sell units and be able to take care of our customers. Dude, I love that and of our customers. Dude, I love that and of our customers. Dude, I love that and and it shows. So, I um I take pride in and it shows. So, I um I take pride in and it shows. So, I um I take pride in putting reviews out there for products putting reviews out there for products putting reviews out there for products that not only are going to give the that not only are going to give the that not only are going to give the consumer an incredible experience, but consumer an incredible experience, but consumer an incredible experience, but that the consumer is going to be able to that the consumer is going to be able to that the consumer is going to be able to have a great long lasting time with that have a great long lasting time with that have a great long lasting time with that their family can enjoy for a long time. their family can enjoy for a long time. their family can enjoy for a long time. But one of the hardest things is But one of the hardest things is But one of the hardest things is sometimes things break. Sometimes things sometimes things break. Sometimes things sometimes things break. Sometimes things don't go right. Sometimes there's some don't go right. Sometimes there's some don't go right. Sometimes there's some misinstalled things or just things misinstalled things or just things misinstalled things or just things happen. And to me, it's huge when a happen. And to me, it's huge when a happen. And to me, it's huge when a founder or a brand will step in and
17:00founder or a brand will step in and founder or a brand will step in and stand behind anybody who's ever stand behind anybody who's ever stand behind anybody who's ever purchased a product that that I have purchased a product that that I have purchased a product that that I have recommended or they've purchased because recommended or they've purchased because recommended or they've purchased because of one of my videos or would use. And I of one of my videos or would use. And I of one of my videos or would use. And I actually have only had one person reach actually have only had one person reach actually have only had one person reach out to me that purchased a CESU. And I out to me that purchased a CESU. And I out to me that purchased a CESU. And I think I think I'm responsible for like I think I think I'm responsible for like I think I think I'm responsible for like I don't know five to 10 sales a month or don't know five to 10 sales a month or don't know five to 10 sales a month or something. Yeah. I mean you did David's something. Yeah. I mean you did David's something. Yeah. I mean you did David's one of our one one of our best one of our one one of our best one of our one one of our best ambassadors and I I didn't want to ambassadors and I I didn't want to ambassadors and I I didn't want to compare or anything like that. compare or anything like that. compare or anything like that. >> Yeah. No comparing, but but you you've >> Yeah. No comparing, but but you you've >> Yeah. No comparing, but but you you've put a lot of sales through the CESU put a lot of sales through the CESU put a lot of sales through the CESU funnel, which has been a blessing. And I funnel, which has been a blessing. And I funnel, which has been a blessing. And I think like one of the coolest parts is think like one of the coolest parts is think like one of the coolest parts is that people trust you. So like they use that people trust you. So like they use that people trust you. So like they use you as a resource. Yeah. you as a resource. Yeah. you as a resource. Yeah. >> And like you're there for them and you >> And like you're there for them and you >> And like you're there for them and you quickly answer. Like that's the quickly answer. Like that's the quickly answer. Like that's the expectation that I have for our team. expectation that I have for our team. expectation that I have for our team. >> And so you know it I think that no >> And so you know it I think that no >> And so you know it I think that no matter what, again, we always stand by matter what, again, we always stand by matter what, again, we always stand by the customer, stand by the product, and the customer, stand by the product, and the customer, stand by the product, and ultimately like if you're going to spend ultimately like if you're going to spend ultimately like if you're going to spend money with us, I want you to know that money with us, I want you to know that money with us, I want you to know that you're covered. you're covered. you're covered. >> Yeah. >> Yeah. >> I want you to have the best experience >> I want you to have the best experience >> I want you to have the best experience possible. Otherwise, otherwise I would possible. Otherwise, otherwise I would possible. Otherwise, otherwise I would never be in business. And and that's never be in business. And and that's never be in business. And and that's what's awesome. And and the one person what's awesome. And and the one person what's awesome. And and the one person who reached out to me was like, "Hey, who reached out to me was like, "Hey, who reached out to me was like, "Hey, dude, like, have you ever seen this dude, like, have you ever seen this
18:00dude, like, have you ever seen this happen in a sauna?" And it it was the happen in a sauna?" And it it was the happen in a sauna?" And it it was the guy who lived in Arizona and the the guy who lived in Arizona and the the guy who lived in Arizona and the the wood would contract because it's super wood would contract because it's super wood would contract because it's super dry in Arizona. dry in Arizona. dry in Arizona. >> And not only did you make it right, and >> And not only did you make it right, and >> And not only did you make it right, and I think you even sent a team out there I think you even sent a team out there I think you even sent a team out there to take that one down, to take that one down, to take that one down, >> make a ton of adjustments that are now >> make a ton of adjustments that are now >> make a ton of adjustments that are now in all of your saunas. in all of your saunas. in all of your saunas. >> Yeah. >> Yeah. >> You rebuilt the right one out there for >> You rebuilt the right one out there for >> You rebuilt the right one out there for him. And he's like, "Dude, I never him. And he's like, "Dude, I never him. And he's like, "Dude, I never expected that. I was just asking a expected that. I was just asking a expected that. I was just asking a question. Like I was just curious like question. Like I was just curious like question. Like I was just curious like is this normal in a sauna? And the is this normal in a sauna? And the is this normal in a sauna? And the answer is yeah. Like depending on the answer is yeah. Like depending on the answer is yeah. Like depending on the climate you live in, wood will when it's climate you live in, wood will when it's climate you live in, wood will when it's wet it will expand and when it dries out wet it will expand and when it dries out wet it will expand and when it dries out it will contract a little bit. But it will contract a little bit. But it will contract a little bit. But you've done some things that I have not you've done some things that I have not you've done some things that I have not seen in any other sauna. I don't know seen in any other sauna. I don't know seen in any other sauna. I don't know what the word is, but like you have two what the word is, but like you have two what the word is, but like you have two pieces two of the big pieces of wood on pieces two of the big pieces of wood on pieces two of the big pieces of wood on top of each other, but then you you put top of each other, but then you you put top of each other, but then you you put another piece between them. another piece between them. another piece between them. >> So if they do like expand and contract a >> So if they do like expand and contract a >> So if they do like expand and contract a little bit, there's always wood filling little bit, there's always wood filling little bit, there's always wood filling in the air gap. in the air gap. in the air gap. >> Yeah. I never even thought that was an >> Yeah. I never even thought that was an >> Yeah. I never even thought that was an option until me and Mills built the my option until me and Mills built the my option until me and Mills built the my sonnet that's in my yard. Like that's so sonnet that's in my yard. Like that's so sonnet that's in my yard. Like that's so cool. How cool is it that you can cool. How cool is it that you can cool. How cool is it that you can literally drive from your house, go to literally drive from your house, go to literally drive from your house, go to your manufacturing where everything is
19:00your manufacturing where everything is your manufacturing where everything is happening and make those changes like happening and make those changes like happening and make those changes like that is unique. I don't think you know that is unique. I don't think you know that is unique. I don't think you know this but or I'm sure you do, but that is this but or I'm sure you do, but that is this but or I'm sure you do, but that is not normal. It's it's that process and not normal. It's it's that process and not normal. It's it's that process and like the way the wall construction is like the way the wall construction is like the way the wall construction is doesn't happen without the first 10 doesn't happen without the first 10 doesn't happen without the first 10 customers, customers, customers, >> right? Yeah. We could go through >> right? Yeah. We could go through >> right? Yeah. We could go through extensive R&D on our own, but once you extensive R&D on our own, but once you extensive R&D on our own, but once you actually start shipping things and you actually start shipping things and you actually start shipping things and you get real time feedback, it's so get real time feedback, it's so get real time feedback, it's so important that you listen to your important that you listen to your important that you listen to your customers and take care of your customers and take care of your customers and take care of your customers and like do it right because customers and like do it right because customers and like do it right because if you do it right, that then bears if you do it right, that then bears if you do it right, that then bears fruit long term. Um, like and I I I fruit long term. Um, like and I I I fruit long term. Um, like and I I I think it's also really important. This think it's also really important. This think it's also really important. This is like a really good lesson for any is like a really good lesson for any is like a really good lesson for any entrepreneur and it's something that I entrepreneur and it's something that I entrepreneur and it's something that I had to learn is like as much as like you had to learn is like as much as like you had to learn is like as much as like you build a business to generate wealth and build a business to generate wealth and build a business to generate wealth and generate income for your your internal generate income for your your internal generate income for your your internal team yourself or your family that's a team yourself or your family that's a team yourself or your family that's a byproduct of doing the right thing every byproduct of doing the right thing every byproduct of doing the right thing every single time and leaning on the things single time and leaning on the things single time and leaning on the things that like customers really would have an that like customers really would have an that like customers really would have an impact by like right now I generally impact by like right now I generally impact by like right now I generally feel like God uses our business to feel like God uses our business to feel like God uses our business to impact people through son therapy and impact people through son therapy and impact people through son therapy and doing hard things and erasing what cisu
20:00doing hard things and erasing what cisu doing hard things and erasing what cisu means which is crit and you was continue means which is crit and you was continue means which is crit and you was continue to move through and stay in these, you to move through and stay in these, you to move through and stay in these, you know, hard situations and it just so know, hard situations and it just so know, hard situations and it just so happens that we're able to support our happens that we're able to support our happens that we're able to support our families this way, but ultimately like families this way, but ultimately like families this way, but ultimately like that doesn't happen without us obsessing that doesn't happen without us obsessing that doesn't happen without us obsessing over the product. And so like I never over the product. And so like I never over the product. And so like I never want to ever get content with that want to ever get content with that want to ever get content with that process. And if down the road, like I process. And if down the road, like I process. And if down the road, like I don't know what I don't I haven't set a don't know what I don't I haven't set a don't know what I don't I haven't set a 10ear target in a long time and I don't 10ear target in a long time and I don't 10ear target in a long time and I don't really care to. that if ever down the really care to. that if ever down the really care to. that if ever down the road I'm ever stepping away from CESU, I road I'm ever stepping away from CESU, I road I'm ever stepping away from CESU, I still want to know that whoever ends up still want to know that whoever ends up still want to know that whoever ends up inheriting this company, I want them to inheriting this company, I want them to inheriting this company, I want them to cherish it the same way that can do it cherish it the same way that can do it cherish it the same way that can do it the same way that we do. And that again the same way that we do. And that again the same way that we do. And that again is just obsess over the product, take is just obsess over the product, take is just obsess over the product, take care of the customer. care of the customer. care of the customer. >> Absolutely, man. So earlier you >> Absolutely, man. So earlier you >> Absolutely, man. So earlier you mentioned relationship equity like that mentioned relationship equity like that mentioned relationship equity like that is that is a huge part of you. And not is that is a huge part of you. And not is that is a huge part of you. And not to get too, you know, fang girl or to get too, you know, fang girl or to get too, you know, fang girl or anything like that. Who would you say anything like that. Who would you say anything like that. Who would you say like top three to top five people that like top three to top five people that like top three to top five people that shot you shot you shot you >> own a CESUS Anna? >> own a CESUS Anna? >> own a CESUS Anna? >> Uh, okay. Really good question. I I
21:00>> Uh, okay. Really good question. I I >> Uh, okay. Really good question. I I couldn't say like in this perfect couldn't say like in this perfect couldn't say like in this perfect >> no order, >> no order, >> no order, >> but but I would say like the top five >> but but I would say like the top five >> but but I would say like the top five people that I want to see Sue that I'm people that I want to see Sue that I'm people that I want to see Sue that I'm just completely floored by would be just completely floored by would be just completely floored by would be Michael Jordan, Jelly Roll, Michael Jordan, Jelly Roll, Michael Jordan, Jelly Roll, um, uh, you could say Jason Line. um, uh, you could say Jason Line. um, uh, you could say Jason Line. Dude, that's so crazy. And they all use Dude, that's so crazy. And they all use Dude, that's so crazy. And they all use code moss. code moss. code moss. >> Yeah, every single one of them use code >> Yeah, every single one of them use code >> Yeah, every single one of them use code moss. I don't know. Maybe moss. I don't know. Maybe moss. I don't know. Maybe >> um we we've had so just some incredible >> um we we've had so just some incredible >> um we we've had so just some incredible >> two more. Let's throw two more out >> two more. Let's throw two more out >> two more. Let's throw two more out there. there. there. >> Okay. Um >> Okay. Um >> Okay. Um >> these are massive names. >> these are massive names. >> these are massive names. >> Say you could say like um Dustin Thomas, >> Say you could say like um Dustin Thomas, >> Say you could say like um Dustin Thomas, the the golfer, the the golfer, the the golfer, >> dude. JT. >> dude. JT. >> dude. JT. >> Yeah, JT. >> Yeah, JT. >> Yeah, JT. >> That's sick. Uh and what what's your >> That's sick. Uh and what what's your >> That's sick. Uh and what what's your >> I'm saying Nick Bear. >> I'm saying Nick Bear. >> I'm saying Nick Bear. >> Oh. Uh you can say you could say Nick >> Oh. Uh you can say you could say Nick >> Oh. Uh you can say you could say Nick Bear is our top customer. He's bought Bear is our top customer. He's bought Bear is our top customer. He's bought like five five C's for real. Actually like five five C's for real. Actually like five five C's for real. Actually bought five suzu, too. Nick's a legend. bought five suzu, too. Nick's a legend. bought five suzu, too. Nick's a legend. >> Yeah, he uses his own code and buys >> Yeah, he uses his own code and buys >> Yeah, he uses his own code and buys saunas. saunas. >> Do you use his own code? >> Do you use his own code? >> Do you use his own code? >> Yeah, dude. I do I do that leg times. >> Yeah, dude. I do I do that leg times. >> Yeah, dude. I do I do that leg times. Not with sonas, but I do that sometimes. Not with sonas, but I do that sometimes. Not with sonas, but I do that sometimes. >> Be a legend. Um and then um I'm trying
22:00>> Be a legend. Um and then um I'm trying >> Be a legend. Um and then um I'm trying to think like anyone else. I would say to think like anyone else. I would say to think like anyone else. I would say if if you were if you would say from an if if you were if you would say from an if if you were if you would say from an ambassador side, the one person that ambassador side, the one person that ambassador side, the one person that really blew me away outside of yourself. really blew me away outside of yourself. really blew me away outside of yourself. >> Yeah. That I'm just completely amazed by >> Yeah. That I'm just completely amazed by >> Yeah. That I'm just completely amazed by was Cameron Haynes. Yeah, King's the was Cameron Haynes. Yeah, King's the was Cameron Haynes. Yeah, King's the man, dude. I man, dude. I man, dude. I >> I want to meet him on that. >> I want to meet him on that. >> I want to meet him on that. >> He's He was as real of a deal as you >> He's He was as real of a deal as you >> He's He was as real of a deal as you could get and uh he's an incredible hard could get and uh he's an incredible hard could get and uh he's an incredible hard worker. Uh and went way above and beyond worker. Uh and went way above and beyond worker. Uh and went way above and beyond whatever I'd I'd expect of one of our whatever I'd I'd expect of one of our whatever I'd I'd expect of one of our ambassador within 24 hours. And ambassador within 24 hours. And ambassador within 24 hours. And >> dude, that's amazing. >> dude, that's amazing. >> dude, that's amazing. >> Um that's so cool. What a list. And >> Um that's so cool. What a list. And >> Um that's so cool. What a list. And that's a that's a short list. I mean, we that's a that's a short list. I mean, we that's a that's a short list. I mean, we we've thrown some names around before we've thrown some names around before we've thrown some names around before and it's like I think Rich Froing's on and it's like I think Rich Froing's on and it's like I think Rich Froing's on the list. the list. the list. >> Yeah, Rich Froing's on the list. I think >> Yeah, Rich Froing's on the list. I think >> Yeah, Rich Froing's on the list. I think you'd have to pick a demographic. What you'd have to pick a demographic. What you'd have to pick a demographic. What are you talking about? Country singers? are you talking about? Country singers? are you talking about? Country singers? Are you talking about prog golfers, Are you talking about prog golfers, Are you talking about prog golfers, >> NBA legends, NFL players? >> NBA legends, NFL players? >> NBA legends, NFL players? >> Yeah, we're about to like uh T. Higgins >> Yeah, we're about to like uh T. Higgins >> Yeah, we're about to like uh T. Higgins is uh he's the wide receiver for uh the is uh he's the wide receiver for uh the is uh he's the wide receiver for uh the Cincinnati Bengals. He's a big client of Cincinnati Bengals. He's a big client of Cincinnati Bengals. He's a big client of our our our >> What about pro skateboarders? Any pro
23:00>> What about pro skateboarders? Any pro >> What about pro skateboarders? Any pro skaters? skaters? skaters? >> Yeah. Um that that we've got a couple. >> Yeah. Um that that we've got a couple. >> Yeah. Um that that we've got a couple. Do you know Nene Williams? Do you know Nene Williams? Do you know Nene Williams? >> I do know N. Yeah. N pro. Incredible >> I do know N. Yeah. N pro. Incredible >> I do know N. Yeah. N pro. Incredible guy. I think I saw I might be wrong. I guy. I think I saw I might be wrong. I guy. I think I saw I might be wrong. I might be wrong, but I think I saw like might be wrong, but I think I saw like might be wrong, but I think I saw like Greg Lutzka. Greg Greg Lutzka has got a Greg Lutzka. Greg Greg Lutzka has got a Greg Lutzka. Greg Greg Lutzka has got a cease, bro. Greg a legend. Like, cease, bro. Greg a legend. Like, cease, bro. Greg a legend. Like, >> yes. Such a legend. I Dude, it's so >> yes. Such a legend. I Dude, it's so >> yes. Such a legend. I Dude, it's so cool. And what makes me so happy about cool. And what makes me so happy about cool. And what makes me so happy about that list is like these are people who that list is like these are people who that list is like these are people who see the value in sauna therapy. see the value in sauna therapy. see the value in sauna therapy. >> Y >> Y >> Y >> and have access to so many other things. >> and have access to so many other things. >> and have access to so many other things. Like to a lot of people, a lot of people Like to a lot of people, a lot of people Like to a lot of people, a lot of people might actually think a sauna is like not might actually think a sauna is like not might actually think a sauna is like not that important to have at their house that important to have at their house that important to have at their house because a lot of gyms offer it, right? because a lot of gyms offer it, right? because a lot of gyms offer it, right? like you go to Lifestyle Family Fitness like you go to Lifestyle Family Fitness like you go to Lifestyle Family Fitness or whatever, you know, different gyms or whatever, you know, different gyms or whatever, you know, different gyms for $10 a month, have a sauna in there. for $10 a month, have a sauna in there. for $10 a month, have a sauna in there. But there's a massive difference between But there's a massive difference between But there's a massive difference between using a sauna at a gym when you're using a sauna at a gym when you're using a sauna at a gym when you're working out that one time and having a working out that one time and having a working out that one time and having a sauna at your house that you can choose sauna at your house that you can choose sauna at your house that you can choose when you want to do it, how long you when you want to do it, how long you when you want to do it, how long you want to do it, who you're doing it with. want to do it, who you're doing it with. want to do it, who you're doing it with. And it's been really cool. like um my my And it's been really cool. like um my my And it's been really cool. like um my my wife started her YouTube channel and she
24:00wife started her YouTube channel and she wife started her YouTube channel and she started posting some videos on it and started posting some videos on it and started posting some videos on it and we've been talking about curating ideas we've been talking about curating ideas we've been talking about curating ideas and one of the biggest things that she's and one of the biggest things that she's and one of the biggest things that she's constantly having conversations with her constantly having conversations with her constantly having conversations with her friends about is like if you were friends about is like if you were friends about is like if you were investing in one expensive wellness investing in one expensive wellness investing in one expensive wellness tool, what would it be? And there's tool, what would it be? And there's tool, what would it be? And there's there's like a good list of of options, there's like a good list of of options, there's like a good list of of options, right? But it would have to be a family right? But it would have to be a family right? But it would have to be a family size sauna. And I know there's people size sauna. And I know there's people size sauna. And I know there's people out there watching who live in out there watching who live in out there watching who live in apartments or listening who live in apartments or listening who live in apartments or listening who live in apartments and they don't have space for apartments and they don't have space for apartments and they don't have space for a full-size two to four to six person a full-size two to four to six person a full-size two to four to six person sauna or so they think. But man, there sauna or so they think. But man, there sauna or so they think. But man, there is something magical about being able to is something magical about being able to is something magical about being able to invite another couple to your house and invite another couple to your house and invite another couple to your house and instead of sitting on the table and instead of sitting on the table and instead of sitting on the table and drinking a glass of wine or sitting on drinking a glass of wine or sitting on drinking a glass of wine or sitting on the couch and watching a movie or the couch and watching a movie or the couch and watching a movie or whatever, sitting at a sauna doing hard whatever, sitting at a sauna doing hard whatever, sitting at a sauna doing hard things together, sweating together. You things together, sweating together. You things together, sweating together. You can't have technology in there for can't have technology in there for can't have technology in there for longer than 3 minutes together. Some of longer than 3 minutes together. Some of longer than 3 minutes together. Some of the best conversations as a family have the best conversations as a family have the best conversations as a family have happened in my family inside the sauna happened in my family inside the sauna happened in my family inside the sauna and it's inval like nothing touches that and it's inval like nothing touches that and it's inval like nothing touches that experience. I'm just curious cuz you experience. I'm just curious cuz you experience. I'm just curious cuz you mentioned the 5 a.m. club and some of
25:00mentioned the 5 a.m. club and some of mentioned the 5 a.m. club and some of the people that you have kind of rallied the people that you have kind of rallied the people that you have kind of rallied around in your hometown and I'm just around in your hometown and I'm just around in your hometown and I'm just curious like how has your experience curious like how has your experience curious like how has your experience been just with that in mind with the been just with that in mind with the been just with that in mind with the community in mind? There's so there community in mind? There's so there community in mind? There's so there there's a couple things that come to there's a couple things that come to there's a couple things that come to mind. You have these communitydriven mind. You have these communitydriven mind. You have these communitydriven like dad workouts where you bring in a like dad workouts where you bring in a like dad workouts where you bring in a dad that's never done like an early AM dad that's never done like an early AM dad that's never done like an early AM lift sonic bunch before and when they lift sonic bunch before and when they lift sonic bunch before and when they leave that session and they shoot you a leave that session and they shoot you a leave that session and they shoot you a text like man I feelable right now. I I text like man I feelable right now. I I text like man I feelable right now. I I remember having one of our one of our remember having one of our one of our remember having one of our one of our good friends who's a fireman, he came good friends who's a fireman, he came good friends who's a fireman, he came over to like a late night sonic cold over to like a late night sonic cold over to like a late night sonic cold punch session. He was so relaxed after a punch session. He was so relaxed after a punch session. He was so relaxed after a sonic hole punch session that he got sonic hole punch session that he got sonic hole punch session that he got pulled over on the highway for having pulled over on the highway for having pulled over on the highway for having like lead foot. Oh no. like lead foot. Oh no. like lead foot. Oh no. >> Because he was just so zened out. And it >> Because he was just so zened out. And it >> Because he was just so zened out. And it was so funny that and the cop pulled him was so funny that and the cop pulled him was so funny that and the cop pulled him over and he's like, "Officer, I'm so over and he's like, "Officer, I'm so over and he's like, "Officer, I'm so sorry. I I just got done with the sol sorry. I I just got done with the sol sorry. I I just got done with the sol punch session." He and he's like, "All punch session." He and he's like, "All punch session." He and he's like, "All right, man. Like I'm glad glad know that right, man. Like I'm glad glad know that right, man. Like I'm glad glad know that you're doing all right." you're doing all right." you're doing all right." >> Yeah.
26:00>> Yeah. >> Because I don't know if you noticed, but >> Because I don't know if you noticed, but >> Because I don't know if you noticed, but you were going 20 miles an hour. I mean, you were going 20 miles an hour. I mean, you were going 20 miles an hour. I mean, and it's incredible that people it it and it's incredible that people it it and it's incredible that people it it just funny stories like that, but I feel just funny stories like that, but I feel just funny stories like that, but I feel like when you look at the family aspect, like when you look at the family aspect, like when you look at the family aspect, my wife and I, that's like where we my wife and I, that's like where we my wife and I, that's like where we break bread together at the end of the break bread together at the end of the break bread together at the end of the night. And right now, she's pregnant, so night. And right now, she's pregnant, so night. And right now, she's pregnant, so we're not doing any sauna right now. we're not doing any sauna right now. we're not doing any sauna right now. >> But, uh, when when we're in that period >> But, uh, when when we're in that period >> But, uh, when when we're in that period where like she's not pregnant, like where like she's not pregnant, like where like she's not pregnant, like that's where we go hit the sun around that's where we go hit the sun around that's where we go hit the sun around like 8:00. We'll do 20 minutes, we'll go like 8:00. We'll do 20 minutes, we'll go like 8:00. We'll do 20 minutes, we'll go to bed. And some of our most raw, to bed. And some of our most raw, to bed. And some of our most raw, meaningful conversations, some like are meaningful conversations, some like are meaningful conversations, some like are most direct conversations we've had most direct conversations we've had most direct conversations we've had together happen there. And there's other together happen there. And there's other together happen there. And there's other times like where we don't even talk and times like where we don't even talk and times like where we don't even talk and we're sitting in there and just enjoying we're sitting in there and just enjoying we're sitting in there and just enjoying that quality of time together. You just that quality of time together. You just that quality of time together. You just can't you just can't understand like can't you just can't understand like can't you just can't understand like what that is like unless you've been what that is like unless you've been what that is like unless you've been >> Yeah. >> Yeah. >> And an experience, man. Yeah. The the >> And an experience, man. Yeah. The the >> And an experience, man. Yeah. The the community aspect and the relationship community aspect and the relationship community aspect and the relationship aspect is is topnotch. And I also want aspect is is topnotch. And I also want aspect is is topnotch. And I also want to say some of the best business ideas to say some of the best business ideas to say some of the best business ideas we've ever had have come from having we've ever had have come from having we've ever had have come from having business meetings literally in the business meetings literally in the business meetings literally in the sauna. Yeah, they'll do an hour of sonic sauna. Yeah, they'll do an hour of sonic sauna. Yeah, they'll do an hour of sonic cold plunge and we're just chatting and
27:00cold plunge and we're just chatting and cold plunge and we're just chatting and then next thing you know by the end of then next thing you know by the end of then next thing you know by the end of the session some somebody unlocks the session some somebody unlocks the session some somebody unlocks something in their brain and next thing something in their brain and next thing something in their brain and next thing you know that you know that you know that >> bro orphans are flying feeling good >> bro orphans are flying feeling good >> bro orphans are flying feeling good you're feeling what's that movie the you're feeling what's that movie the you're feeling what's that movie the cruds where they're sitting in the sauna cruds where they're sitting in the sauna cruds where they're sitting in the sauna and he's like oh you want guy I don't I and he's like oh you want guy I don't I and he's like oh you want guy I don't I don't remember exactly but yes it's so don't remember exactly but yes it's so don't remember exactly but yes it's so funny so I think I definitely think it funny so I think I definitely think it funny so I think I definitely think it unlocks something in your brain unlocks something in your brain unlocks something in your brain >> for sure uh that if you're >> for sure uh that if you're >> for sure uh that if you're entrepreneurial or it could be any any entrepreneurial or it could be any any entrepreneurial or it could be any any like problem any solution or like any like problem any solution or like any like problem any solution or like any opportunity like you could think through opportunity like you could think through opportunity like you could think through it in there and especially if you keep it in there and especially if you keep it in there and especially if you keep away from your phone and just let your away from your phone and just let your away from your phone and just let your body just end out and feel the heat and body just end out and feel the heat and body just end out and feel the heat and feel the cold, it unlock something feel the cold, it unlock something feel the cold, it unlock something there. I love that frequently asked there. I love that frequently asked there. I love that frequently asked question. What is the top frequently question. What is the top frequently question. What is the top frequently asked question that you get as the asked question that you get as the asked question that you get as the founder of a sauna company? Should I get founder of a sauna company? Should I get founder of a sauna company? Should I get a barrel sauna or a cabin salt? What is a barrel sauna or a cabin salt? What is a barrel sauna or a cabin salt? What is your answer? I tell them it depends. your answer? I tell them it depends. your answer? I tell them it depends. Um I love So there's there's two Um I love So there's there's two Um I love So there's there's two different types of buyers. There's different types of buyers. There's different types of buyers. There's square cabin sauna buyers and then
28:00square cabin sauna buyers and then square cabin sauna buyers and then there's barrel sauna buyers. The barrel there's barrel sauna buyers. The barrel there's barrel sauna buyers. The barrel sauna has um in my opinion three sauna has um in my opinion three sauna has um in my opinion three different things. One uh it's more different things. One uh it's more different things. One uh it's more private so it's a little more of this u private so it's a little more of this u private so it's a little more of this u conducive feel to having less glass so conducive feel to having less glass so conducive feel to having less glass so there's less natural light coming in but there's less natural light coming in but there's less natural light coming in but it's you just it feels rustic. Can't it's you just it feels rustic. Can't it's you just it feels rustic. Can't beat that for sure. Two, you genuinely beat that for sure. Two, you genuinely beat that for sure. Two, you genuinely love the aesthetic of a barrel in your love the aesthetic of a barrel in your love the aesthetic of a barrel in your backyard. I love the aesthetic of a backyard. I love the aesthetic of a backyard. I love the aesthetic of a barrel. You just can't beat that barrel. You just can't beat that barrel. You just can't beat that feeling. It does look good. I think the feeling. It does look good. I think the feeling. It does look good. I think the biggest underrated part of a barrel biggest underrated part of a barrel biggest underrated part of a barrel sauna is that it is the best community sauna is that it is the best community sauna is that it is the best community building sauna out there. It's far building sauna out there. It's far building sauna out there. It's far beyond any cabin sauna that you could do beyond any cabin sauna that you could do beyond any cabin sauna that you could do because everybody's facing toward one because everybody's facing toward one because everybody's facing toward one another. So when heads go down and if another. So when heads go down and if another. So when heads go down and if you're sitting across from somebody, you're sitting across from somebody, you're sitting across from somebody, you're still having conversations you're still having conversations you're still having conversations flowing back and forth. You just can't flowing back and forth. You just can't flowing back and forth. You just can't get that in a cabin. In a cabin sauna, get that in a cabin. In a cabin sauna, get that in a cabin. In a cabin sauna, you have higher benches, which means you have higher benches, which means you have higher benches, which means that you are higher up in the heat that you are higher up in the heat that you are higher up in the heat cavity, which means that they can't last cavity, which means that they can't last cavity, which means that they can't last as long. It's tough, bro. Right? Because as long. It's tough, bro. Right? Because as long. It's tough, bro. Right? Because in in a barrel sauna, your feet are in in a barrel sauna, your feet are in in a barrel sauna, your feet are below the heater, which means that you below the heater, which means that you below the heater, which means that you have more heat stratification. You could have more heat stratification. You could have more heat stratification. You could dip out of the heat. You can't do that
29:00dip out of the heat. You can't do that dip out of the heat. You can't do that in a cabin sauna. So, that's number one in a cabin sauna. So, that's number one in a cabin sauna. So, that's number one is the the two-tier benches. And the way is the the two-tier benches. And the way is the the two-tier benches. And the way that we built our CES suits is that the that we built our CES suits is that the that we built our CES suits is that the ceiling is 7 ft, but your head is one ceiling is 7 ft, but your head is one ceiling is 7 ft, but your head is one fist length from the top ceiling, which fist length from the top ceiling, which fist length from the top ceiling, which means you are as high as you possibly means you are as high as you possibly means you are as high as you possibly can be at the solder. Um, two, there's can be at the solder. Um, two, there's can be at the solder. Um, two, there's tons of natural light in our cabin. So, tons of natural light in our cabin. So, tons of natural light in our cabin. So, if you love that natural light, great. if you love that natural light, great. if you love that natural light, great. And then three, if you love the And then three, if you love the And then three, if you love the aesthetic of a square, then then do aesthetic of a square, then then do aesthetic of a square, then then do that. that. that. >> One other thing that always comes to >> One other thing that always comes to >> One other thing that always comes to mind is like price point. If you're mind is like price point. If you're mind is like price point. If you're looking for something that's more cost looking for something that's more cost looking for something that's more cost effective, always go with the barrel. effective, always go with the barrel. effective, always go with the barrel. There's just far more they're far less There's just far more they're far less There's just far more they're far less material and there's much less labor material and there's much less labor material and there's much less labor involved. So, price price point is involved. So, price price point is involved. So, price price point is lower. And then if you're looking for lower. And then if you're looking for lower. And then if you're looking for something that's just really this something that's just really this something that's just really this beautiful time piece aesthetic and beautiful time piece aesthetic and beautiful time piece aesthetic and beautiful modern look, go with a cabin. beautiful modern look, go with a cabin. beautiful modern look, go with a cabin. Yeah. I always steer people toward Yeah. I always steer people toward Yeah. I always steer people toward toward those directions and then help me toward those directions and then help me toward those directions and then help me beside Nick. beside Nick. beside Nick. >> I love that you did that that you kind >> I love that you did that that you kind >> I love that you did that that you kind of answered that question with other of answered that question with other of answered that question with other questions because that's typically how questions because that's typically how questions because that's typically how it is for me. I get people like, "Hey it is for me. I get people like, "Hey it is for me. I get people like, "Hey man, what's the best cold punch? What's man, what's the best cold punch? What's man, what's the best cold punch? What's the best song?" you've reviewed them all the best song?" you've reviewed them all the best song?" you've reviewed them all and I'm like I mean the reason I review and I'm like I mean the reason I review and I'm like I mean the reason I review so many is there's so many variables so many is there's so many variables so many is there's so many variables that change you know like budgets is a
30:00that change you know like budgets is a that change you know like budgets is a is a concern, space is a concern, weight is a concern, space is a concern, weight is a concern, space is a concern, weight is a concern or material sensitivities is a concern or material sensitivities is a concern or material sensitivities you know that's those are all very real you know that's those are all very real you know that's those are all very real things that I don't think people really things that I don't think people really things that I don't think people really think about until they talk to somebody think about until they talk to somebody think about until they talk to somebody who has been in a lot of them. who has been in a lot of them. who has been in a lot of them. >> Yeah. >> Yeah. >> And it's fun to be able to help. So I I >> And it's fun to be able to help. So I I >> And it's fun to be able to help. So I I think that for me as somebody who think that for me as somebody who think that for me as somebody who reviews a lot of a lot of different reviews a lot of a lot of different reviews a lot of a lot of different products that I think a sauna is an products that I think a sauna is an products that I think a sauna is an important part of the wellness journey. important part of the wellness journey. important part of the wellness journey. What would you say and I'm going to What would you say and I'm going to What would you say and I'm going to assume you would agree with that that assume you would agree with that that assume you would agree with that that sauna would be top tier wellness sauna would be top tier wellness sauna would be top tier wellness products. What would you say is a close products. What would you say is a close products. What would you say is a close second? second? second? >> A pair of running shoes. A pair of >> A pair of running shoes. A pair of >> A pair of running shoes. A pair of running shoes if you're not a runner. running shoes if you're not a runner. running shoes if you're not a runner. >> I believe this in the get a pair of >> I believe this in the get a pair of >> I believe this in the get a pair of running shoes. Just get a good pair of running shoes. Just get a good pair of running shoes. Just get a good pair of running shoes and you'll become a running shoes and you'll become a running shoes and you'll become a runner. I think that it's not runner. I think that it's not runner. I think that it's not necessarily even running. I think it's necessarily even running. I think it's necessarily even running. I think it's moving from point A to point B, whether moving from point A to point B, whether moving from point A to point B, whether that's walking, rocking, like jogging, that's walking, rocking, like jogging, that's walking, rocking, like jogging, like walk run, like walk run, like walk run, sprinting. I think that human the human sprinting. I think that human the human sprinting. I think that human the human body is meant to move that way. body is meant to move that way. body is meant to move that way. >> Yeah. >> Yeah. >> And the more that you fight it, the more >> And the more that you fight it, the more >> And the more that you fight it, the more you're less being human. And so there's
31:00you're less being human. And so there's you're less being human. And so there's your body's going to compensate and your body's going to compensate and your body's going to compensate and figure out ways to make it happen. But I figure out ways to make it happen. But I figure out ways to make it happen. But I think the the lowest hanging fruit um think the the lowest hanging fruit um think the the lowest hanging fruit um investment you can make is a good pair investment you can make is a good pair investment you can make is a good pair of running shoes and commit to of running shoes and commit to of running shoes and commit to >> What's your favorite? I love the for >> What's your favorite? I love the for >> What's your favorite? I love the for trail Hoka speed goats sixes and then trail Hoka speed goats sixes and then trail Hoka speed goats sixes and then the Clifton 9ines for my everyday runner the Clifton 9ines for my everyday runner the Clifton 9ines for my everyday runner and then I'll wear like a Hoka Mach six and then I'll wear like a Hoka Mach six and then I'll wear like a Hoka Mach six or Mach X or a carbon bladed runner. or Mach X or a carbon bladed runner. or Mach X or a carbon bladed runner. Let's go man. But um out if you're Let's go man. But um out if you're Let's go man. But um out if you're talking like other big ticket item talking like other big ticket item talking like other big ticket item outside of sauna, I would say having outside of sauna, I would say having outside of sauna, I would say having this is just me because I'm biased is a this is just me because I'm biased is a this is just me because I'm biased is a cold plunge. cold plunge. cold plunge. >> Yeah. A one minute cold plunge every day >> Yeah. A one minute cold plunge every day >> Yeah. A one minute cold plunge every day or every other day. a two-minute cold or every other day. a two-minute cold or every other day. a two-minute cold punch of every other day does something punch of every other day does something punch of every other day does something to your anxiety and stress that no other to your anxiety and stress that no other to your anxiety and stress that no other product can do and it just makes you so product can do and it just makes you so product can do and it just makes you so incredibly present for something that we incredibly present for something that we incredibly present for something that we lack in I possess everybody's it seems lack in I possess everybody's it seems lack in I possess everybody's it seems like that they have ADD I have ADD but like that they have ADD I have ADD but like that they have ADD I have ADD but all of a sudden I don't have it when I'm
32:00all of a sudden I don't have it when I'm all of a sudden I don't have it when I'm in a cold feel right just feels right in a cold feel right just feels right in a cold feel right just feels right and doing contrast therapy combining and doing contrast therapy combining and doing contrast therapy combining both of them both of them both of them >> yes >> yes >> yes >> one of the powerful tears >> one of the powerful tears >> one of the powerful tears >> yes >> yes >> you know they it's always a good thing >> you know they it's always a good thing >> you know they it's always a good thing when your dog loves you right like I when your dog loves you right like I when your dog loves you right like I think that's a good thing but bro Yeah. think that's a good thing but bro Yeah. think that's a good thing but bro Yeah. >> Can you read the room? We're in the >> Can you read the room? We're in the >> Can you read the room? We're in the middle of a podcast. For those of you middle of a podcast. For those of you middle of a podcast. For those of you listening to this podcast, my dog is listening to this podcast, my dog is listening to this podcast, my dog is just in my chair lick like licking me. I just in my chair lick like licking me. I just in my chair lick like licking me. I don't know if she just needs some love. don't know if she just needs some love. don't know if she just needs some love. So, I agree with you. I agree with you. So, I agree with you. I agree with you. So, I agree with you. I agree with you. Cold plunge sauna, if you can, if you Cold plunge sauna, if you can, if you Cold plunge sauna, if you can, if you have space for both, if you can afford have space for both, if you can afford have space for both, if you can afford both, those are definitely two items both, those are definitely two items both, those are definitely two items that will change your life. Like, it's that will change your life. Like, it's that will change your life. Like, it's it's a lifechanging modality no matter it's a lifechanging modality no matter it's a lifechanging modality no matter what your health is like. Whether you're what your health is like. Whether you're what your health is like. Whether you're already a peak athlete or if you're already a peak athlete or if you're already a peak athlete or if you're somebody who really is struggling somebody who really is struggling somebody who really is struggling healthwise in a big way. I mean, I'm not healthwise in a big way. I mean, I'm not healthwise in a big way. I mean, I'm not a doctor. It's not medical advice, but I a doctor. It's not medical advice, but I a doctor. It's not medical advice, but I would encourage every human being to would encourage every human being to would encourage every human being to find a way to get into colder water than find a way to get into colder water than find a way to get into colder water than 90° and get into a hot boach that's over 90° and get into a hot boach that's over 90° and get into a hot boach that's over 170° at some point and for some point of 170° at some point and for some point of 170° at some point and for some point of time. Doesn't have to be for a long
33:00time. Doesn't have to be for a long time. Doesn't have to be for a long time, but just feel that feeling. It time, but just feel that feeling. It time, but just feel that feeling. It changes a lot. The sauna is the lowest changes a lot. The sauna is the lowest changes a lot. The sauna is the lowest barrier for entry for any sort of like barrier for entry for any sort of like barrier for entry for any sort of like exercise modality. Now granted, sauna is exercise modality. Now granted, sauna is exercise modality. Now granted, sauna is really an exercise mimetic, which means really an exercise mimetic, which means really an exercise mimetic, which means it it mimics exercise, but it should it it mimics exercise, but it should it it mimics exercise, but it should never replace actual exercise. But if never replace actual exercise. But if never replace actual exercise. But if you're talking about trying to get you're talking about trying to get you're talking about trying to get somebody to sleep well and encourage somebody to sleep well and encourage somebody to sleep well and encourage them to get out and run or get them out them to get out and run or get them out them to get out and run or get them out to to lift weights and be a good human, to to lift weights and be a good human, to to lift weights and be a good human, the sauna is the easiest because all you the sauna is the easiest because all you the sauna is the easiest because all you do is you go over door and then you sit do is you go over door and then you sit do is you go over door and then you sit down and then you hang out there, down and then you hang out there, down and then you hang out there, >> right? >> right? >> right? >> You're not moving and you just sweat >> You're not moving and you just sweat >> You're not moving and you just sweat >> and your heart rate's climbing. >> and your heart rate's climbing. >> and your heart rate's climbing. >> Yes. So, you get into zone two, just >> Yes. So, you get into zone two, just >> Yes. So, you get into zone two, just sitting down, sweating with your sitting down, sweating with your sitting down, sweating with your friends. friends. friends. >> Yes, >> Yes, >> Yes, >> it's the best. A few rapid fire >> it's the best. A few rapid fire >> it's the best. A few rapid fire questions randomly. questions randomly. questions randomly. >> Okay. >> Okay. >> Okay. >> What is your favorite >> What is your favorite >> What is your favorite >> workout style to do? >> workout style to do? >> workout style to do? >> My favorite workout style uh because I'm >> My favorite workout style uh because I'm >> My favorite workout style uh because I'm a runner, I would say, would be a two- a runner, I would say, would be a two- a runner, I would say, would be a two- mile warm-up, 10x 400 meter run, two mile warm-up, 10x 400 meter run, two mile warm-up, 10x 400 meter run, two mile pull down, and it's a lot of mile pull down, and it's a lot of mile pull down, and it's a lot of running, but I love 400 meter repeats running, but I love 400 meter repeats running, but I love 400 meter repeats because they kick my ass every single
34:00because they kick my ass every single because they kick my ass every single time. Bro, we need to go do that. We time. Bro, we need to go do that. We time. Bro, we need to go do that. We should 100% do that. should 100% do that. should 100% do that. >> We need to go do that. >> We need to go do that. >> We need to go do that. >> Um, yes. Mountains or beach? >> Um, yes. Mountains or beach? >> Um, yes. Mountains or beach? >> Mountains. >> Mountains. >> Mountains. >> Mountains. Really? Mountains. Lakes or >> Mountains. Really? Mountains. Lakes or >> Mountains. Really? Mountains. Lakes or salt water? Ocean? Saltwater? Ocean? salt water? Ocean? Saltwater? Ocean? salt water? Ocean? Saltwater? Ocean? Lakes or ocean? You got me all trippy Lakes or ocean? You got me all trippy Lakes or ocean? You got me all trippy when you jumped into the lake and you're when you jumped into the lake and you're when you jumped into the lake and you're like, I was expecting salt. Uh, ocean. like, I was expecting salt. Uh, ocean. like, I was expecting salt. Uh, ocean. Ocean. Yes. I'm sorry. Disappoint. Boat Ocean. Yes. I'm sorry. Disappoint. Boat Ocean. Yes. I'm sorry. Disappoint. Boat or jet ski? Uh, boat. Surf or snowboard? or jet ski? Uh, boat. Surf or snowboard? or jet ski? Uh, boat. Surf or snowboard? Surf. Surf. Surf. Surf. Surf. Surf. >> Surf. >> Surf. >> Surf. >> Dude, we're going to All right. We We >> Dude, we're going to All right. We We >> Dude, we're going to All right. We We still got time to go surf today. We're still got time to go surf today. We're still got time to go surf today. We're going to go surf. Steak or chicken? going to go surf. Steak or chicken? going to go surf. Steak or chicken? Steak. All right, cool. I mean, you Steak. All right, cool. I mean, you Steak. All right, cool. I mean, you pretty much 100% with with what my pretty much 100% with with what my pretty much 100% with with what my answers would be. Let's go, man. Well, I answers would be. Let's go, man. Well, I answers would be. Let's go, man. Well, I want to give you an open mic, an want to give you an open mic, an want to give you an open mic, an opportunity to share anything with my opportunity to share anything with my opportunity to share anything with my viewers, audience that maybe you don't viewers, audience that maybe you don't viewers, audience that maybe you don't get the opportunity to share all the get the opportunity to share all the get the opportunity to share all the time. So, the floor is yours. for myself time. So, the floor is yours. for myself time. So, the floor is yours. for myself and the way that I love to live life and and the way that I love to live life and and the way that I love to live life and the way that we built the business of the way that we built the business of the way that we built the business of CESU like I was alluding to earlier like CESU like I was alluding to earlier like CESU like I was alluding to earlier like relationships are our biggest equity and
35:00relationships are our biggest equity and relationships are our biggest equity and I just feel really blessed that we've I just feel really blessed that we've I just feel really blessed that we've built some incredible relationships with built some incredible relationships with built some incredible relationships with guys like yourself uh guys like Eric guys like yourself uh guys like Eric guys like yourself uh guys like Eric Henman Eric Hman Todd Anderson Henman Eric Hman Todd Anderson Henman Eric Hman Todd Anderson um Cam Haynes all these guys but I think um Cam Haynes all these guys but I think um Cam Haynes all these guys but I think that the more that and this is more of that the more that and this is more of that the more that and this is more of like an advice not like an advice not like an advice not look into me. But the more that we lean look into me. But the more that we lean look into me. But the more that we lean on putting oursel out there and you know on putting oursel out there and you know on putting oursel out there and you know post on social and like don't be afraid post on social and like don't be afraid post on social and like don't be afraid to reach out to people like build to reach out to people like build to reach out to people like build connection, I think that our unlock to connection, I think that our unlock to connection, I think that our unlock to our untapped potential of ourselves is our untapped potential of ourselves is our untapped potential of ourselves is through other people. through other people. through other people. >> Yeah. >> Yeah. >> And experiencing things with other >> And experiencing things with other >> And experiencing things with other people. Because you are going to force people. Because you are going to force people. Because you are going to force me to do things that I'm not comfortable me to do things that I'm not comfortable me to do things that I'm not comfortable with. Eric's going to force me to do with. Eric's going to force me to do with. Eric's going to force me to do things I'm not comfortable with. And things I'm not comfortable with. And things I'm not comfortable with. And that's how we grow. And so if if you're that's how we grow. And so if if you're that's how we grow. And so if if you're somebody that's looking to like really somebody that's looking to like really somebody that's looking to like really unlock that next level of business or unlock that next level of business or unlock that next level of business or next level of family, next level of next level of family, next level of next level of family, next level of training, like do it with other people training, like do it with other people training, like do it with other people include PE or and include people as a include PE or and include people as a include PE or and include people as a part of that because that's how you part of that because that's how you part of that because that's how you grow. And that's something I wish more
36:00grow. And that's something I wish more grow. And that's something I wish more people would just do is don't don't be people would just do is don't don't be people would just do is don't don't be afraid to reach out and ask for help and afraid to reach out and ask for help and afraid to reach out and ask for help and to people along to the journey because to people along to the journey because to people along to the journey because that's how we make progress. Dude, 100% that's how we make progress. Dude, 100% that's how we make progress. Dude, 100% agree with that and I love that. Dude, I agree with that and I love that. Dude, I agree with that and I love that. Dude, I just want to say thank you so much for just want to say thank you so much for just want to say thank you so much for making the trip down here to my house in making the trip down here to my house in making the trip down here to my house in Tampa, spending a couple days with me. Tampa, spending a couple days with me. Tampa, spending a couple days with me. We've hung out at the lake. We've had We've hung out at the lake. We've had We've hung out at the lake. We've had some good workouts, got some work done some good workouts, got some work done some good workouts, got some work done together, made some content together, together, made some content together, together, made some content together, which is great. Can't wait to get those which is great. Can't wait to get those which is great. Can't wait to get those videos up. Um, to anybody watching, videos up. Um, to anybody watching, videos up. Um, to anybody watching, listening, if you don't have a sauna and listening, if you don't have a sauna and listening, if you don't have a sauna and you're thinking about getting one, I you're thinking about getting one, I you're thinking about getting one, I would encourage you to consider CESU. would encourage you to consider CESU. would encourage you to consider CESU. Definitely. I have a link down in the Definitely. I have a link down in the Definitely. I have a link down in the description below. You can go to description below. You can go to description below. You can go to dmjr.co/isu. dmjr.co/isu. dmjr.co/isu. That's s i su. And if you do decide to That's s i su. And if you do decide to That's s i su. And if you do decide to purchase, use discount code moss. That's purchase, use discount code moss. That's purchase, use discount code moss. That's ma us. It'll save you a juicer discount. ma us. It'll save you a juicer discount. ma us. It'll save you a juicer discount. Supports my channel and all my things Supports my channel and all my things Supports my channel and all my things that I do in my life and the content that I do in my life and the content that I do in my life and the content that I make, which is great. And it also that I make, which is great. And it also that I make, which is great. And it also saves you a little bit of money. So, saves you a little bit of money. So, saves you a little bit of money. So, it's a win-win for everybody. And you it's a win-win for everybody. And you it's a win-win for everybody. And you get a great sauna. And if you have any get a great sauna. And if you have any get a great sauna. And if you have any questions that maybe we didn't go over questions that maybe we didn't go over questions that maybe we didn't go over in this podcast that you'd love to ask in this podcast that you'd love to ask in this podcast that you'd love to ask Pete, I'm going to link his socials in Pete, I'm going to link his socials in Pete, I'm going to link his socials in the description of this video and this
37:00the description of this video and this the description of this video and this podcast. And I'd love for you to follow podcast. And I'd love for you to follow podcast. And I'd love for you to follow him. He puts out some incredible him. He puts out some incredible him. He puts out some incredible content. And not only is he the founder, content. And not only is he the founder, content. And not only is he the founder, like there's there's a lot of founders like there's there's a lot of founders like there's there's a lot of founders out there, but there's not a lot of out there, but there's not a lot of out there, but there's not a lot of founders who have ran 100 mileers and founders who have ran 100 mileers and founders who have ran 100 mileers and won ultramarathons in Antarctica. Like won ultramarathons in Antarctica. Like won ultramarathons in Antarctica. Like you have an incredible impressive resume you have an incredible impressive resume you have an incredible impressive resume and so does your dad and so does your and so does your dad and so does your and so does your dad and so does your wife and soon so your kids it seems. I wife and soon so your kids it seems. I wife and soon so your kids it seems. I mean it kind of rubs off like it's part mean it kind of rubs off like it's part mean it kind of rubs off like it's part all part of the family and I'm glad to all part of the family and I'm glad to all part of the family and I'm glad to call you friend and watch your journey. call you friend and watch your journey. call you friend and watch your journey. It's just been an impressive one just It's just been an impressive one just It's just been an impressive one just the past couple years that I've known the past couple years that I've known the past couple years that I've known you and I know God's got your back and you and I know God's got your back and you and I know God's got your back and he's going to keep moving you through a he's going to keep moving you through a he's going to keep moving you through a lot of different seasons and I'm just lot of different seasons and I'm just lot of different seasons and I'm just excited to see what he does in and excited to see what he does in and excited to see what he does in and through your life. And likewise, man, through your life. And likewise, man, through your life. And likewise, man, it's uh it's one of the main things that it's uh it's one of the main things that it's uh it's one of the main things that Dave and I connect on early on was our Dave and I connect on early on was our Dave and I connect on early on was our faith. Like faith is the core of my faith. Like faith is the core of my faith. Like faith is the core of my life, my business partner's life, my life, my business partner's life, my life, my business partner's life, my wife's life, everybody's. And uh that wife's life, everybody's. And uh that wife's life, everybody's. And uh that was the one thing that we connected on was the one thing that we connected on was the one thing that we connected on was how God's somehow working through was how God's somehow working through was how God's somehow working through us. He chose to work through us in the us. He chose to work through us in the us. He chose to work through us in the craziest ways in ways that you can't
38:00craziest ways in ways that you can't craziest ways in ways that you can't even figure out. Uh unless if you like even figure out. Uh unless if you like even figure out. Uh unless if you like kind of pull yourself back and realize kind of pull yourself back and realize kind of pull yourself back and realize like wow like God's extremely present. like wow like God's extremely present. like wow like God's extremely present. >> Yeah. So uh if if you're questioning >> Yeah. So uh if if you're questioning >> Yeah. So uh if if you're questioning like your purpose, just always remember like your purpose, just always remember like your purpose, just always remember like your natural tendencies and the like your natural tendencies and the like your natural tendencies and the things that like you just get really things that like you just get really things that like you just get really excited about like God's asking you to excited about like God's asking you to excited about like God's asking you to go and do those things. And that's what go and do those things. And that's what go and do those things. And that's what we're doing with CESU is like we really we're doing with CESU is like we really we're doing with CESU is like we really feel like God has his hand on our feel like God has his hand on our feel like God has his hand on our business and he just chose us to steward business and he just chose us to steward business and he just chose us to steward it and just do the right things a bit. it and just do the right things a bit. it and just do the right things a bit. And um I could live with that. And um I could live with that. And um I could live with that. >> Well, you're changing lives. And and one >> Well, you're changing lives. And and one >> Well, you're changing lives. And and one last little comment on saunas is like last little comment on saunas is like last little comment on saunas is like you know used to they used to say and you know used to they used to say and you know used to they used to say and they probably still do say like don't they probably still do say like don't they probably still do say like don't buy a boat just have a friend with a buy a boat just have a friend with a buy a boat just have a friend with a boat. boat. boat. >> Yeah. buy a sauna cuz you will change >> Yeah. buy a sauna cuz you will change >> Yeah. buy a sauna cuz you will change the lives of yourself, your spouse or the lives of yourself, your spouse or the lives of yourself, your spouse or future spouse, your kids, your future future spouse, your kids, your future future spouse, your kids, your future kids, your your your best friends, your kids, your your your best friends, your kids, your your your best friends, your family. Like I have had some of the best family. Like I have had some of the best family. Like I have had some of the best conversations with people inside our conversations with people inside our conversations with people inside our sauna and it's something I look forward sauna and it's something I look forward sauna and it's something I look forward to. I look forward to our session to. I look forward to our session to. I look forward to our session tonight. We got some friends coming over tonight. We got some friends coming over tonight. We got some friends coming over going to who knows what is in store.
39:00But it's just a technology But it's just a technology and just and just and just it's one of my favorite places to be. it's one of my favorite places to be. it's one of my favorite places to be. Well, Pete, I appreciate you, man. This Well, Pete, I appreciate you, man. This Well, Pete, I appreciate you, man. This was a fun one to everyone watching. Once was a fun one to everyone watching. Once was a fun one to everyone watching. Once again, any questions, pop them down again, any questions, pop them down again, any questions, pop them down below. Make sure you like, subscribe, below. Make sure you like, subscribe, below. Make sure you like, subscribe, all that fun stuff. We'll see you guys all that fun stuff. We'll see you guys all that fun stuff. We'll see you guys on the next video. Have a great day, my on the next video. Have a great day, my on the next video. Have a great day, my friends, and God bless.