Ryan Duey - Plunge & Scaling Cold Immersion Therapy

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[00:02:20] All right, we're live. Ryan Dewey, welcome back.

[00:02:22] Good to be back.

[00:02:23] Excited to have you.

[00:02:24] It's great to have you, man.

[00:02:25] I watch your business from afar and I just think it's really cool. I just think what

[00:02:32] you're doing is really cool. Seems like you're having a great time working with a lot

[00:02:35] of really interesting brands, providing a lot of value to the consumer marketplace

[00:02:41] and creating really cool looking products, just aesthetically beautiful stuff.

[00:02:45] So yeah, okay, let's start here. People haven't don't know you. Just quick

[00:02:50] introduction to who you are, Ryan, and Plunge. And then we'll take it from there.

[00:02:54] Yeah, co-founder and CEO of Plunge. We build cold plunges in Saunas and have

[00:03:00] it a lot of fun doing it.

[00:03:01] That seems like it. And what a time, right? What a time for cold and hot

[00:03:07] therapies. And I talked to a lot of different brands and even in the

[00:03:11] brick and mortar franchise and gym space, like these new modalities popping

[00:03:17] up and everybody's getting their cold and hot therapies, the contrast

[00:03:22] therapies involved. And it's just a wonderful time for wellness, I guess is

[00:03:26] really the word I'm trying to say is your consumers more interested that the

[00:03:30] younger generations are really into wellness. People are looking for

[00:03:34] alternatives to going out on the weekends and drinking and whatever

[00:03:40] they do, partying and finding healthier alternatives. So it's just a really

[00:03:44] cool time. And maybe let's start with that, Ryan. I mean, I know you follow

[00:03:47] the research, you follow the trends and things like that. But when you look at

[00:03:51] this tiny sector of consumer wellness, right? How's it doing? Is it just

[00:03:58] a trend or are you continuing to see it grow?

[00:04:01] Yeah, I think we're seeing growth as a company. There's more players

[00:04:05] in the space. Look at the search term cold plunges on Google Trends.

[00:04:10] It's consistently growing. Like you mentioned, the brick and mortar

[00:04:15] businesses that are popping up more and more every day, just you can see it

[00:04:19] happening. But then obviously we have connection to a lot of those

[00:04:22] companies that are coming and hear it and all the franchises that are being

[00:04:26] purchased. So I think we're still in the last time we spoke where we're

[00:04:31] in the second inning, maybe hitting the third inning here still very

[00:04:35] infant, very early on. It's exciting. I mean, the consumer, there's

[00:04:38] nothing really showing that it's slowing up. And I think it's also like

[00:04:43] consumer wellness for what is that, like defining that and getting like it's

[00:04:47] a pretty big category of what wellness is.

[00:04:51] That was actually my next question is how would you describe the sector

[00:04:56] that you're in? Like how would you describe the industry?

[00:04:59] Yeah, I think for us specifically, we're in this kind of extreme

[00:05:03] temperature, product zone, really the nor like our North Star is like

[00:05:08] building resilience. So that's kind of like where we fit as a wedge and

[00:05:12] like our specific area in the category. But there's so many others.

[00:05:16] You had red light therapy, you add different even wearable technology

[00:05:22] and all those things that come with that. So I think that is consumer

[00:05:26] wellness is just overall well-being. And it's getting more of a holistic

[00:05:30] look at whether it's sleep technology or whether it's just

[00:05:35] workout recovery or mental health. All these areas are kind of

[00:05:38] converging and coming under one umbrella called consumer wellness.

[00:05:42] Yeah, it's such a broad category. It's just that term wellness.

[00:05:45] And some people say well-being help. It's become really broad.

[00:05:50] So we almost have these niche it down a little bit more into these

[00:05:53] subcategories. I'm always curious, people who are elbow deep in it.

[00:05:58] How do you classify it? Yeah, I mean, when you look at, well,

[00:06:03] let's start with this too is like give us some updates. It's been

[00:06:05] about a year since you and I recorded and a lot's going on.

[00:06:09] There's a sauna product out now. You have your Evolve series that

[00:06:12] you're telling me about. I noticed you guys released a cool

[00:06:15] little shower unit that you can you can put outside. You guys

[00:06:19] are really evolving your product line. So yeah, what's

[00:06:22] been the haps over the last year? Yeah. So we grew a lot

[00:06:25] as a company just size scale product offerings. We last fall

[00:06:30] released our plunge all in, which is kind of the premium V2

[00:06:34] version that was coming out all integrated technology that we

[00:06:38] designed app connectivity, more efficient cooling and overall

[00:06:44] better experience. That was kind of the next phase. That

[00:06:46] technology is now coming into what we're calling our Evolve

[00:06:49] series by the time this comes out, we will just have been

[00:06:51] launching that or we'll be launching that which allows us

[00:06:55] to get in some different price points, which has always kind of

[00:06:57] been the emphasis of the company when we originally came in that

[00:07:01] 5k price point that we launched with our original plunge was

[00:07:03] pretty new in the market. There wasn't really anyone doing

[00:07:06] that price point. So we'd always wanted to be like a

[00:07:09] premium model at affordable price points and you know,

[00:07:13] 5k at that time created more affordability to a lot a

[00:07:16] newer sector in the market or kind of creating the market.

[00:07:18] Now we're excited even get into some lower price

[00:07:20] points that'll come soon, different types of units.

[00:07:23] And so that's yeah, so really always trying to like the

[00:07:26] cold plunge base is like where's the product that we're not

[00:07:29] where's the wedge that's still available. There's a group that

[00:07:32] either it doesn't fit its affordability like what is that

[00:07:36] category? So we're always kind of trying to you know, evolve

[00:07:39] there make sure we're filling out we launched the sauna

[00:07:41] it's done really, really well early still. So we're still

[00:07:44] kind of getting our production side of it scaling up we're

[00:07:48] wanting to obviously build very quality products. So you

[00:07:51] kind of going a little slower before we can speed up that's

[00:07:54] doing really well and then always like finding these new

[00:07:56] products that like you said the shower. That was a fun one that

[00:07:59] came Mike Mike my co founders kind of the mastermind behind a lot

[00:08:02] of this so he you know, oh I need a shower and so we spin it

[00:08:05] up pretty quick within our with pretty quickly we're able

[00:08:08] to get that going. And then the big route that's kind of

[00:08:11] starting to come to fruition which we're getting to a

[00:08:13] spot where actually started to promote and talk about as our

[00:08:15] app. So we launched the app in October of last year

[00:08:19] which was to connect to the all in that was all of our

[00:08:21] products are now any new product that's coming out is app

[00:08:24] connectivity and we own the app we're fully designed to have

[00:08:27] the development in house. And you know, now it's actually at a

[00:08:30] spot where it's functional for people that don't even have a

[00:08:32] cold punch or our cold punch. You could go there's real

[00:08:35] features within it whether it's like app that we feel is

[00:08:38] actually built for cold plunging or an app or a

[00:08:40] tight or excuse me a timer some cool like kind of social

[00:08:44] functions that you can cool feature we just released in

[00:08:48] the app that I'm very subtle but it's fun it's like this you

[00:08:52] know what you're going on a roller coaster and you all of

[00:08:53] a sudden you get that at the end they take the picture of you

[00:08:56] and it's a candid photo we created what we call the

[00:08:58] plunging booths and so we thought there was no better

[00:09:01] like candid moment when you're three minutes into a

[00:09:02] cold punch and you're getting your timer well now it

[00:09:05] will spit out this like cool catchy in the moment with

[00:09:08] this photo showing your time showing the time that you

[00:09:10] went so kind of some social proofing but just a fun way to

[00:09:13] kind of authentically document like your experience. So

[00:09:16] that's some new features in the app. So yeah the apps

[00:09:19] like becoming our real you know just a whole new way to

[00:09:22] connect with the consumer make the experience even better

[00:09:25] from your setup to you know own the plunging connect to it

[00:09:28] you can start your sauna from anywhere and you can start

[00:09:30] your you know change your temp on your plunge maybe your

[00:09:33] wife wants to plunge at a different temp you can kind

[00:09:35] of update it during the middle of the day. So those

[00:09:37] are all features that we're have come out with some of

[00:09:40] these new ones that will be you know releasing in the

[00:09:42] next month or two. Yeah smart plunging. The

[00:09:45] virality of cold plunging is really funny like there you

[00:09:49] go you open up an Instagram and you're going to scroll

[00:09:51] through you're going to see somebody cool punching right

[00:09:53] it's such a I know what it what is it about plunging that

[00:09:57] people just want to share that they do it is it that

[00:09:59] because it's hard right. Is it that because you know

[00:10:03] they get to strip down a barely nothing maybe it's an

[00:10:05] easy way to you know get some eyeballs on a on a

[00:10:08] Instagram feed like what do you think it is that makes

[00:10:11] this so viral why people love to share it on social

[00:10:13] media so much. I think it's all everything you said I

[00:10:16] think it's you know there's at the end of the day it is

[00:10:19] something challenging so you want to you want to share

[00:10:22] it. I think of like running is having its moment right

[00:10:25] now with ultras and marathons and just people running

[00:10:28] you have straw these different apps that are they do a

[00:10:31] really good job there's no better feeling when

[00:10:33] you're out and you're doing the thing and you're

[00:10:34] like you're naturally proud of yourself and you're

[00:10:37] like want to show the world that I'm up to cool

[00:10:39] stuff and I think they've done really well like

[00:10:42] easy show your route that you would just went on show

[00:10:45] your you know how far you went and they call plunging

[00:10:49] even sauna or categories that are similar that can

[00:10:52] be easily shared. Yeah I think it's all of that I

[00:10:55] think the next phase of like the virality is like

[00:10:58] especially from our app which kind of fits into

[00:11:00] this is like how to create accountability like

[00:11:02] there's a you know you want to share and how

[00:11:04] do you build that in where you're sharing to

[00:11:08] your accountability partners that you've done it

[00:11:10] and you're doing it together. So I think that's

[00:11:13] something we're trying to we're trying to create and

[00:11:15] build within the app that it's not just about the

[00:11:16] post but it's about like representing to your

[00:11:19] group that like okay cool I did it like who else

[00:11:21] is in everyone else get theirs in today or

[00:11:23] whatever they're you know what they were

[00:11:25] committed to for the week so yeah it's definitely

[00:11:27] and it's new you know it's still in this

[00:11:28] phase where how many people actually have a

[00:11:30] cold plunge it's definitely like there is like

[00:11:33] a societal dynamic to it like I this is where

[00:11:36] I put my money it's not a ten dollar purchase

[00:11:38] and I this is what rep I represent me you know

[00:11:42] I spent a good chunk of you know hard-working

[00:11:45] money into this buying this product and I

[00:11:48] think there's something to be said about that

[00:11:49] and saying who would you stand for it's

[00:11:52] funny when you talk about how many people

[00:11:54] in the market have one I actually personally

[00:11:56] don't know anybody here locally to me who

[00:11:59] has one yet we've requested it at our

[00:12:02] local gym here every time I see our the

[00:12:05] gym either way the local gym are like

[00:12:07] hard how's it going won't be put in touch

[00:12:09] with Ryan but you know I still this day

[00:12:11] don't see a lot of it and the I think

[00:12:14] that's good for you right because that

[00:12:15] means that the market is still probably

[00:12:17] wide open and the thing about accountability

[00:12:19] I think I may have told you this like I

[00:12:20] started doing cold showers like six

[00:12:22] years ago and met a local really good

[00:12:24] tattoo artist here Jake Bernelson

[00:12:26] shout out to Jake or look up and see

[00:12:28] his work it's it's a mate you love him

[00:12:30] Ryan if you check out what he does

[00:12:32] but he got me into it and we've

[00:12:34] been texting each other every morning

[00:12:37] with how long we sat in the cold shower

[00:12:39] for over five years now and I don't think

[00:12:42] if it wasn't for him I would probably

[00:12:43] still do it but I wouldn't do it to the

[00:12:45] extent because I feel guilty man if I

[00:12:47] missed on the weekend or something

[00:12:48] like that and he texts me what the time

[00:12:51] he does and you know it that human

[00:12:54] human accountability is pretty pretty

[00:12:56] darn powerful and it's taking me you

[00:12:58] know even to this day after how many

[00:13:00] years I've been in this industry I

[00:13:01] still realize that that is something

[00:13:03] that cannot be you know subsidized

[00:13:06] or you know replaced by an application

[00:13:08] or technology it's so powerful I mean

[00:13:10] it's taking me years to understand

[00:13:12] like you know I have a trainer that

[00:13:14] shows up and I would miss so many

[00:13:16] workouts if like he wasn't showing up

[00:13:18] like it's like I have to show up

[00:13:20] like yeah I am paying the money but

[00:13:21] how we create accountability and how

[00:13:23] we can you know hold I think of

[00:13:25] like you know we talked to you like

[00:13:26] I have a co-founder and I think

[00:13:28] of just in the business like there

[00:13:30] are days I struggle but to have

[00:13:32] someone that's there and like cool

[00:13:34] I got you dude we're going to keep

[00:13:35] going just show up it's kind of like

[00:13:37] that into like you know building a

[00:13:38] partnership with you know your buddy

[00:13:40] that you're texting on the shower

[00:13:42] like days like shit I don't want to do

[00:13:43] this and he's like dude I got my

[00:13:45] I got my time in I'm feeling good

[00:13:46] you got this like it's such a hat

[00:13:49] to elevate ourselves on it's you

[00:13:51] know on especially the days that we

[00:13:53] just don't want to show up yeah

[00:13:54] that's a really nice segue because

[00:13:56] it's something I want to talk to

[00:13:57] you about the entrepreneurship side

[00:13:58] of things I mean you know when I

[00:14:01] see your socials and when you and I

[00:14:02] catch up periodically you know like

[00:14:04] I talked to you just seem like a

[00:14:05] guy is really enjoying the journey

[00:14:07] I mean your podcast is called The

[00:14:08] Journey we'll talk about that in a

[00:14:09] little bit but and this is a generic

[00:14:12] question but I'm just going to ask

[00:14:14] it because I think there's a lot of

[00:14:15] things that people can learn from it

[00:14:16] but along the way as you kind of

[00:14:19] seen this you know exponential

[00:14:21] growth of your company like what

[00:14:22] are some of the significant

[00:14:23] challenges and how have you and

[00:14:25] your partner is co-CEO's which

[00:14:28] is unique it's not completely

[00:14:30] unique it's not you don't see it

[00:14:31] often right like how have you guys

[00:14:33] work through challenges and what's

[00:14:34] been the benefits of having a co-CEO

[00:14:37] or maybe some of the challenges if

[00:14:38] you was just Ryan running the show

[00:14:42] this episode of the future of

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[00:15:57] yeah I think the for us it works

[00:16:02] really really well because we had

[00:16:03] a strong friendship before we came

[00:16:05] in and I'm like really a real

[00:16:07] strong healthy level of respect

[00:16:09] we know how each other worked

[00:16:10] we you know with our other

[00:16:11] businesses we had our business

[00:16:13] partners but got to know each

[00:16:14] other really well through that so

[00:16:15] there was and then we kind of

[00:16:17] there was like this bit of

[00:16:18] lucking out a bit where we

[00:16:20] didn't quite realize that we

[00:16:21] had very opposite skill sets so

[00:16:24] you know I'm very pro co CEO

[00:16:27] in the category of like if

[00:16:28] there is trust respect and like

[00:16:30] off different skill sets to me

[00:16:32] if those check the box it's a

[00:16:35] it's a superpower and why I

[00:16:36] think it's great is like I was

[00:16:38] mentioned earlier days that I'm

[00:16:39] really down or questioning

[00:16:42] something you know I have an

[00:16:43] extension of me that usually

[00:16:46] lands that we don't and we

[00:16:47] kind of recognize when each

[00:16:48] other are there that someone

[00:16:49] else steps up and their day

[00:16:50] and then vice versa and you

[00:16:52] know see being a CEO it's an

[00:16:54] isolating experience like you

[00:16:56] are there's a lot you can't

[00:16:58] share just for what it is like

[00:17:00] things that are confidential it

[00:17:02] just can't be discussed with

[00:17:03] almost anyone else in the

[00:17:05] order you know whether you

[00:17:06] have a board there's obviously

[00:17:07] things that are select that

[00:17:09] you're sharing with them to

[00:17:11] your team and you know

[00:17:12] obviously your partner is an

[00:17:13] outlet at some point like

[00:17:14] there but like I like co CEO

[00:17:17] him and I talk every single

[00:17:18] day it's not we don't have

[00:17:19] any like structured meeting

[00:17:20] category where it's like okay

[00:17:22] we're talking at this time

[00:17:23] which pick up the phone we

[00:17:24] usually call each other we

[00:17:25] run things by each other

[00:17:28] and it's more we can be

[00:17:29] sounding boards and just

[00:17:30] really work through a decision

[00:17:32] that's like way more sound to

[00:17:33] when we present to the team

[00:17:34] it's not it's it's it's

[00:17:37] thought through it's rational

[00:17:39] it's thought through a lot of

[00:17:40] like poke holes at each

[00:17:41] other and the other we

[00:17:43] always go with like someone

[00:17:44] is very passionate about

[00:17:45] something we take a step

[00:17:46] back we rarely ever have issues

[00:17:48] where we fight like it's like

[00:17:49] I totally disagree with you

[00:17:51] actually I can't think of that

[00:17:52] it's usually one is we're both

[00:17:54] equally passionate and excited

[00:17:55] to go in some direction

[00:17:57] that's awesome that's easy

[00:17:58] the other one where someone's

[00:17:59] super passionate the other

[00:18:00] one's kind of on the fence

[00:18:01] we usually just can't hear

[00:18:02] into it let's go

[00:18:04] and thankfully that's kind of

[00:18:05] been our situation throughout

[00:18:06] the whole time so it's

[00:18:08] I don't know any different

[00:18:09] running a company of this

[00:18:10] size without a CEO

[00:18:12] also recognize it's pretty

[00:18:13] rare where it becomes a

[00:18:15] very interesting is on like

[00:18:16] interviews and you know people

[00:18:18] were hiring and it's like

[00:18:19] they come from orgs

[00:18:21] big orgs you know huge

[00:18:22] Fortune 500 companies and

[00:18:25] you know they're looking like

[00:18:26] never had co CEO

[00:18:27] that's a very how does this

[00:18:29] work we're very clear into

[00:18:31] these things I'm people

[00:18:32] and that's kind of the easiest

[00:18:34] way to delineate it and what

[00:18:35] we oversee a couple little

[00:18:36] overlaps here and there

[00:18:38] but it's always like

[00:18:39] you know first interview

[00:18:41] with some candidate that's

[00:18:42] going to report to us

[00:18:43] they're always like what

[00:18:44] tell me about this dynamic

[00:18:46] like I some think of it

[00:18:47] as a red flag where for us

[00:18:49] it's actually been the opposite

[00:18:50] it's allowed us to move really

[00:18:51] really quick and stay real

[00:18:52] consistent yeah and how long

[00:18:54] you guys know each other

[00:18:55] right since 2015

[00:18:57] okay so do you think if

[00:18:59] someone didn't have that

[00:19:00] previous relationship with

[00:19:02] someone that you can make

[00:19:03] a co CEO situation work

[00:19:05] I think you could

[00:19:07] I'm not I think that the

[00:19:08] probabilities much less

[00:19:10] you know for us we had done

[00:19:12] like we had done a program

[00:19:13] called landmark together which

[00:19:14] was like a personal

[00:19:15] development program and we

[00:19:16] did it separately but it was

[00:19:17] like a something we both

[00:19:18] went through that was very

[00:19:19] transformative in our lives

[00:19:20] and it gave us like common

[00:19:21] language with each other

[00:19:23] and kind of I'd say the

[00:19:24] resources and tools to really

[00:19:26] be straight with each other

[00:19:27] and talk things out when

[00:19:28] things were rising up and not

[00:19:29] turning it into you know

[00:19:31] resentments or narratives

[00:19:33] that's been like for us

[00:19:34] that was a program that was

[00:19:35] really really strong it's

[00:19:36] actually something we put

[00:19:37] through any employee that wants

[00:19:38] to go through we pay for

[00:19:39] them through it and it's

[00:19:40] been pretty powerful within

[00:19:41] the organization

[00:19:42] you know we Mike and I are

[00:19:44] both like psychedelic users

[00:19:45] intentional settings and those

[00:19:47] can be very challenging

[00:19:48] we've used that as tools for

[00:19:49] ourselves so I think for us

[00:19:51] like I would say be very

[00:19:53] clear into what it's a

[00:19:55] marriage and you wouldn't get

[00:19:56] married to someone if you

[00:19:58] didn't know him and Mike and

[00:20:00] I dated for five years

[00:20:01] before we you know did something

[00:20:03] together and committed to do

[00:20:05] in the process in fact even

[00:20:06] when he first asked me to be

[00:20:07] his co-founder I more or less

[00:20:09] said no and you know he kept

[00:20:11] just like any good founder

[00:20:13] would do he kept kind of

[00:20:14] iterating and improving and

[00:20:15] showed back up he improved

[00:20:17] the areas that I was

[00:20:18] skeptical and thankfully he did

[00:20:19] that because you know he was

[00:20:21] the he was the spark to this

[00:20:22] whole or all the plunge and

[00:20:24] what we're doing here so to

[00:20:26] love that was a long answer to

[00:20:27] it's possible but you know we

[00:20:29] see marriages that work after

[00:20:31] someone meeting one night and

[00:20:32] they go get married but I

[00:20:33] would say it's a very low

[00:20:34] probability yeah yeah it is

[00:20:37] it's interesting I mean I

[00:20:38] think there's a lot of people

[00:20:38] out there who listen to show

[00:20:40] her businesses or executives

[00:20:41] you know own businesses or

[00:20:42] our executives of companies

[00:20:44] and you know the classic

[00:20:46] question when you're starting

[00:20:47] a business is like do you want

[00:20:48] to partner or not right even

[00:20:49] if it's a small business even

[00:20:51] if you're starting a boutique

[00:20:52] gym or something like that do

[00:20:53] you want to partner or not

[00:20:54] and you know I've always had

[00:20:57] partners in my businesses and

[00:20:59] it's been great most of the

[00:21:01] time but when it's not it's

[00:21:02] not okay right and it's tough

[00:21:05] and it's a marriage then it

[00:21:07] comes down to divorce and

[00:21:08] then you know the paperwork

[00:21:09] starts getting involved and

[00:21:11] all that so but it can be

[00:21:12] so great like you know I

[00:21:13] think about my first

[00:21:14] business you know Triefer and

[00:21:16] I had a long standing

[00:21:17] friendship and great business

[00:21:19] partners and so nice to know

[00:21:20] that I could go on vacation

[00:21:22] for three weeks right and know

[00:21:24] that there was somebody there

[00:21:25] who's equally invested in

[00:21:26] the business looking over it

[00:21:28] right you knew like and you

[00:21:30] know we kind of we kind of

[00:21:32] just paired each other really

[00:21:33] well and we complimented

[00:21:34] each other really well and

[00:21:35] certain things so it was

[00:21:36] really great and then you

[00:21:37] know eventually you know for

[00:21:38] for life reasons we kind of

[00:21:41] had to go apart and then

[00:21:42] you had to deal with all

[00:21:43] that right so it's always

[00:21:44] interesting thing I mean I

[00:21:45] think it's something that

[00:21:46] people really need to look at

[00:21:48] you're right like a marriage

[00:21:49] it's not a it's not something

[00:21:50] you can figure out on a

[00:21:51] balance sheet right it's

[00:21:52] something that you kind of

[00:21:53] have to feel and know and

[00:21:54] and you know have trust

[00:21:56] yeah you gotta it's you

[00:21:58] have to be open to like

[00:22:00] sharing a monthly where

[00:22:02] you're at that's up him and

[00:22:03] I check in all the time like

[00:22:04] we're like in the now is

[00:22:06] vision still aligned are we

[00:22:08] still wanting to go is this

[00:22:09] still the outcome you're

[00:22:10] looking for is this the

[00:22:11] outcome you're looking for is

[00:22:12] this like always are checking

[00:22:14] in on our horizons but you

[00:22:15] gotta be comfortable in a

[00:22:17] space to like share when

[00:22:18] it's different because that's

[00:22:19] always like then you're

[00:22:20] working through something new

[00:22:21] like that shifted I've been

[00:22:22] operating from this place

[00:22:24] thinking you felt this way

[00:22:26] so it's a lot of a lot of

[00:22:27] those conversations

[00:22:28] thankfully him and I are

[00:22:29] very very comfortable with

[00:22:31] that and our outcome is

[00:22:32] more of like happiness for

[00:22:33] each of us and knowing

[00:22:35] that like if someone's

[00:22:36] not happy then it's like

[00:22:37] okay what's the solution

[00:22:38] here it's not I'm not

[00:22:39] trying to make you happy

[00:22:40] so yeah I think it's a

[00:22:43] you know just a lot of trust

[00:22:44] and like kind of safety

[00:22:46] be able to have those conversations

[00:22:47] that's great

[00:22:48] and that's I think it's good

[00:22:49] to have those systems in

[00:22:51] place too we kind of

[00:22:52] have those communications

[00:22:52] I think the starettes

[00:22:54] and you know Kelly and

[00:22:55] Juliet star at

[00:22:56] and been friends of the

[00:22:57] show for a long time

[00:22:58] they have seen how

[00:22:59] they're they're very public

[00:23:01] you know just public in

[00:23:03] general but they

[00:23:04] they talk about how they

[00:23:05] have you know set times

[00:23:07] of the week or the month

[00:23:08] where they just checking

[00:23:09] with each other and they

[00:23:10] just make sure that

[00:23:10] everything's good and

[00:23:11] that's kind of like

[00:23:12] an opportunity just to lay

[00:23:13] it all out there right

[00:23:14] it's like uncomfortable

[00:23:15] I'm sure but they

[00:23:17] systematically kind of

[00:23:18] put those times in place

[00:23:19] on a regular basis

[00:23:20] so that you kind of have

[00:23:21] to do it otherwise

[00:23:22] if that candle

[00:23:22] get kicked down the road

[00:23:23] you know so often

[00:23:24] until eventually

[00:23:25] like you stated

[00:23:26] like the vision is not

[00:23:26] the same and one person's

[00:23:28] you know maybe not

[00:23:29] as happy as they used

[00:23:30] to be and then that

[00:23:31] ugly form of resentment

[00:23:32] works into the relationship

[00:23:34] and that that's hard

[00:23:35] to get rid of over time

[00:23:36] so it's it's like

[00:23:38] yet so do you guys

[00:23:38] do that regularly

[00:23:39] is that something you're like

[00:23:40] you plan on or is it just

[00:23:41] something that comes up

[00:23:42] organically that you guys

[00:23:43] are checking in with each other

[00:23:44] organically is probably

[00:23:46] 95% of the time

[00:23:47] and then we do put in

[00:23:49] we can sense when there's

[00:23:50] like bigger new seasons

[00:23:52] that are evolving

[00:23:53] the company's in a new spot

[00:23:54] there's a new upleveling

[00:23:55] and how we need to communicate

[00:23:57] with ourselves with our team

[00:23:59] you know recent one was

[00:24:00] like we our team sizes

[00:24:01] grown dramatically

[00:24:02] and more our executive level

[00:24:03] team has grown dramatically

[00:24:05] and we had clear reports

[00:24:07] who reports to Mike

[00:24:08] who reports to me

[00:24:09] but there we would kind of

[00:24:10] you know piggyback into some

[00:24:12] and do it and it was like

[00:24:13] well time's getting very

[00:24:14] even more valuable

[00:24:16] it's like how do

[00:24:17] how do I

[00:24:18] how does Mike not have to feel

[00:24:20] that he has to be in this meeting

[00:24:21] that I'm managing

[00:24:22] to make sure he's getting

[00:24:23] the information

[00:24:24] and how am I getting that back

[00:24:25] to him

[00:24:25] you know vice versa

[00:24:26] and so that was like a recent one

[00:24:28] where we had to set some time

[00:24:29] and be like all right

[00:24:30] where

[00:24:31] where do you feel

[00:24:32] I am not spending my time correctly

[00:24:35] where do you think I can

[00:24:36] you know where am I

[00:24:38] kind of

[00:24:39] that was the big one

[00:24:40] like you know which is a

[00:24:41] kind of a hard conversation

[00:24:42] sometimes it's like

[00:24:43] man I think I'm doing this

[00:24:44] correctly and you have

[00:24:45] a different viewpoint

[00:24:47] what are areas

[00:24:48] that hold the business back

[00:24:49] and those were more intentional talks

[00:24:51] where we can really

[00:24:52] like that's a different conversation

[00:24:54] than just the daily

[00:24:55] working through ideas

[00:24:57] and you know actual

[00:24:59] specific tasks at hand

[00:25:00] so we actually just did

[00:25:01] a big offsite

[00:25:02] with our whole executive team

[00:25:03] like weekend in Tahoe

[00:25:04] and that we did it

[00:25:05] actually we brought in

[00:25:06] what Mike and I had been going

[00:25:07] through our exercises

[00:25:09] and we brought that into the

[00:25:10] whole executive team

[00:25:11] as a real opportunity for

[00:25:12] you know them even

[00:25:13] get really really

[00:25:14] creating a space for them

[00:25:15] to get really honest with us

[00:25:16] you know we treated ourselves

[00:25:18] very very linear

[00:25:20] very healthy exercise

[00:25:22] for us to

[00:25:22] and uncomfortable

[00:25:23] rather to share

[00:25:24] like where individually

[00:25:25] are we holding each other

[00:25:27] where are we personally

[00:25:28] holding the company back

[00:25:29] where are we not

[00:25:31] yet that was the question

[00:25:32] where where are we not

[00:25:33] showing up for the best

[00:25:34] that we can for the company

[00:25:34] and it's really good

[00:25:36] to get it all out on the table

[00:25:37] and work through it

[00:25:38] and everyone to make a commitment

[00:25:39] into one category

[00:25:40] that we're going to commit to

[00:25:41] over the next 90 days

[00:25:42] so really try to bring that in

[00:25:43] with Mike and I

[00:25:44] and then how do we bring that

[00:25:45] into the

[00:25:45] the leadership team

[00:25:46] yeah well that's pretty cool

[00:25:48] yeah I think that's

[00:25:50] that level of self

[00:25:51] for black team

[00:25:52] and vulnerability is

[00:25:54] probably not that normal

[00:25:56] I think at this

[00:25:57] at the executive level

[00:25:58] you know for most companies

[00:25:59] and you know

[00:26:00] gonna say that from

[00:26:01] some experience of

[00:26:02] working with some executives

[00:26:03] to like

[00:26:03] kudos to you guys

[00:26:04] for for making that work

[00:26:05] that to me it's crazy

[00:26:06] not to do it

[00:26:07] like in the sense of like

[00:26:09] if we're actually here to improve

[00:26:11] and like it's

[00:26:12] that's not like

[00:26:12] we all love each other

[00:26:13] and like

[00:26:14] like truly

[00:26:15] you feel everyone cares about each other

[00:26:16] it's like

[00:26:17] then it's like

[00:26:17] alright

[00:26:18] we're at the

[00:26:18] we're at the mission for

[00:26:20] improvement

[00:26:21] and the

[00:26:21] that only

[00:26:22] the company

[00:26:22] only gets better through

[00:26:23] improvement

[00:26:24] so I just

[00:26:25] you know

[00:26:25] it's funny you said that

[00:26:26] because we had a couple

[00:26:26] newer

[00:26:27] exacts on the team

[00:26:28] and they were like

[00:26:28] you know

[00:26:29] like I said

[00:26:29] more

[00:26:30] legacy type companies

[00:26:31] and they're like

[00:26:31] this would

[00:26:32] out of fire

[00:26:33] for the things

[00:26:33] that I said today

[00:26:34] and that just blew me away

[00:26:35] how is that

[00:26:36] how many things are being

[00:26:37] un-said

[00:26:38] in organizations

[00:26:39] that are like

[00:26:40] holding things back

[00:26:41] to like

[00:26:42] if you're actually

[00:26:42] about the betterment of the

[00:26:43] org

[00:26:44] which to me shows

[00:26:45] like a lot of

[00:26:45] orgs are about

[00:26:46] the betterment

[00:26:46] of the individual

[00:26:47] as opposed to

[00:26:48] like

[00:26:48] which I think is where

[00:26:49] you get

[00:26:49] some of these

[00:26:49] huge organizations

[00:26:51] you go from

[00:26:51] like founder led

[00:26:52] really mission driven

[00:26:53] vision driven

[00:26:54] at some point

[00:26:56] that just

[00:26:56] you know

[00:26:57] through the process

[00:26:58] the acquisition

[00:26:58] and or

[00:26:59] you know

[00:26:59] turnover on team

[00:27:00] it

[00:27:01] you lose it

[00:27:01] I think it's just so critical

[00:27:03] whether the founders

[00:27:03] are still there

[00:27:04] or not

[00:27:05] you keep that level of honesty

[00:27:07] and that level of

[00:27:08] the

[00:27:09] you know

[00:27:09] trust and

[00:27:10] you know

[00:27:11] I think Jeff Bezos

[00:27:12] at Amazon

[00:27:12] I think from a

[00:27:13] highest level

[00:27:14] do that

[00:27:14] like they were about truth

[00:27:15] I'm sure it led to a little

[00:27:17] uh

[00:27:18] it could be

[00:27:18] almost a little too

[00:27:19] harsh sometimes

[00:27:21] but I love that

[00:27:21] he was always about

[00:27:22] like

[00:27:23] not about spinning something

[00:27:24] to make this

[00:27:25] make us feel good

[00:27:26] or like

[00:27:26] no

[00:27:27] we're truly about

[00:27:28] the betterment

[00:27:28] like what is

[00:27:29] the truth here

[00:27:30] so I think there's

[00:27:30] a way to bring

[00:27:31] that in

[00:27:32] with a level of

[00:27:33] uh

[00:27:34] you know

[00:27:34] a level of compassion

[00:27:35] a level of kindness

[00:27:36] and so that's

[00:27:37] that's what we're trying to achieve

[00:27:39] yeah

[00:27:39] yeah

[00:27:40] that's awesome man

[00:27:40] uh

[00:27:41] you know

[00:27:41] I want to get a little bit into

[00:27:43] the

[00:27:43] the marketplace

[00:27:44] and then

[00:27:45] I

[00:27:45] I want to make sure

[00:27:45] we give

[00:27:46] diligence to your podcast too

[00:27:47] because I've

[00:27:48] uh

[00:27:48] you know

[00:27:49] looking at some of the guest

[00:27:50] you've had

[00:27:50] it looks like a really cool

[00:27:51] show and experience for you as well

[00:27:53] but

[00:27:53] you know

[00:27:54] I

[00:27:54] from the outsider

[00:27:55] I'm looking kind of

[00:27:56] at this market

[00:27:57] and I feel like

[00:27:57] you can correct me if I'm wrong

[00:27:58] but we had this wave

[00:27:59] of super cheap

[00:28:00] plunges right

[00:28:01] just basically like

[00:28:02] uh

[00:28:03] garbage cans

[00:28:04] right

[00:28:04] that you can set up

[00:28:05] and just put cold water into

[00:28:07] and

[00:28:07] you know

[00:28:07] a hundred bucks and

[00:28:08] you know

[00:28:09] or that

[00:28:10] that can

[00:28:11] have lasted very long

[00:28:12] right

[00:28:12] like

[00:28:13] you know

[00:28:13] how

[00:28:13] how is the market shifting

[00:28:14] I mentioned

[00:28:15] you know

[00:28:15] you have your

[00:28:16] your premier

[00:28:17] you know

[00:28:17] I guess uh

[00:28:18] you know

[00:28:19] your original

[00:28:20] plunge right

[00:28:20] five grand

[00:28:21] beautiful

[00:28:22] state of the art

[00:28:23] keeps getting more

[00:28:24] state of the art

[00:28:24] with the

[00:28:25] you know

[00:28:25] the all

[00:28:26] what was

[00:28:26] what was

[00:28:27] what's the title

[00:28:27] of the one

[00:28:28] what they have

[00:28:28] the all in

[00:28:29] all in

[00:28:29] thank you

[00:28:30] sorry

[00:28:30] no

[00:28:30] uh

[00:28:31] and then

[00:28:32] you're kind of going

[00:28:32] into the middle

[00:28:33] like

[00:28:34] looking like

[00:28:35] from a consumer price point

[00:28:36] now

[00:28:36] like it's

[00:28:37] still have the low cost

[00:28:38] or is it

[00:28:38] settling in the middle

[00:28:39] like

[00:28:40] where are you seeing these

[00:28:42] these settling now

[00:28:43] moving for

[00:28:43] I mean

[00:28:44] price point matters

[00:28:45] at the end of the day

[00:28:46] of course

[00:28:46] you know

[00:28:47] not everyone

[00:28:48] is in the position

[00:28:49] to buy a

[00:28:50] five thousand

[00:28:51] or eight thousand

[00:28:51] dollar product

[00:28:52] so we get that

[00:28:53] I think

[00:28:54] there has been a lot of

[00:28:55] white labeled

[00:28:56] uh

[00:28:57] you know

[00:28:57] drop ship products

[00:28:59] coming from China

[00:28:59] that have entered the market

[00:29:00] uh

[00:29:01] there's a different level

[00:29:02] of product you're getting

[00:29:03] I think the

[00:29:03] big it like

[00:29:04] there's obviously like

[00:29:05] quality

[00:29:06] you know

[00:29:07] is

[00:29:07] top of mind

[00:29:08] but say the biggest thing

[00:29:09] too is like

[00:29:10] yes

[00:29:11] no matter what

[00:29:11] even if it's a

[00:29:12] three thousand dollar product

[00:29:13] this most are getting down to

[00:29:15] you could buy

[00:29:16] either the pop-up barrels

[00:29:18] like the pop-up

[00:29:18] there's a hundred bucks

[00:29:19] you know

[00:29:20] but that's like

[00:29:20] you're filling it up with

[00:29:21] ice yourself

[00:29:22] filling it up with water

[00:29:23] it's not really

[00:29:24] it's no

[00:29:24] not on demand

[00:29:25] cold clean water

[00:29:26] just fine

[00:29:26] it's kind of the entry level

[00:29:27] when this comes out

[00:29:28] we're actually launching

[00:29:29] a product there

[00:29:30] and that to me is like

[00:29:31] the great starter kit

[00:29:32] like showers are a starter kit

[00:29:34] and then there's this other like

[00:29:35] just get into it

[00:29:36] like fill it up yourself for a week

[00:29:38] see what it's all about

[00:29:39] before you go make this

[00:29:41] pretty impactful purchase in your life

[00:29:43] because that's a product

[00:29:44] we're actually going to release

[00:29:45] and we're excited

[00:29:46] like we're

[00:29:46] our positioning there is like

[00:29:47] this is risk-free

[00:29:48] buy this

[00:29:49] and if you ever buy one of our

[00:29:50] core products

[00:29:51] we'll give you your money back

[00:29:52] immediately

[00:29:53] so it's like

[00:29:53] just try it out

[00:29:54] like

[00:29:55] we're

[00:29:55] so I'm pretty fired up on that

[00:29:57] product

[00:29:57] it's definitely like

[00:29:58] just friends

[00:29:59] go what the world has come to

[00:30:00] know us as

[00:30:00] it's like this premium

[00:30:02] coal plunge company

[00:30:02] but to me it's like

[00:30:04] our mission has always been

[00:30:05] how do we get more people

[00:30:06] coal plunging

[00:30:06] so for us like

[00:30:08] we see an opportunity there

[00:30:09] because we've had a ton of those

[00:30:10] like very entry level products

[00:30:12] people become our customer

[00:30:13] awesome

[00:30:14] well let's just

[00:30:15] go straight to the horse

[00:30:16] horse mouth

[00:30:17] and let's

[00:30:17] let's create a product that

[00:30:18] they everyone can get into

[00:30:20] and so there's like

[00:30:21] you know I think that's where

[00:30:22] majority of people

[00:30:24] are still buying

[00:30:25] these cheaper products

[00:30:26] kind of getting into it

[00:30:27] I think where it gets a little

[00:30:29] I want to say risky

[00:30:30] but

[00:30:31] you know

[00:30:32] buy at your own

[00:30:33] be aware

[00:30:34] you know when you're getting into the

[00:30:35] 2000 to $3000

[00:30:37] purchase like that's still not

[00:30:38] just cheap

[00:30:39] you're still spending a

[00:30:40] substantial amount of money

[00:30:41] like

[00:30:42] how long has that company been there

[00:30:43] what's their

[00:30:43] what's their tech network like

[00:30:45] what's the support

[00:30:46] yes we want all these products

[00:30:47] to work perfectly

[00:30:48] but sometimes they don't

[00:30:49] and sometimes after six months

[00:30:50] issues happen

[00:30:51] these are products with water

[00:30:52] and similar to hot tip companies

[00:30:54] what they went through

[00:30:55] you want to make sure you're

[00:30:56] buying something that's there

[00:30:57] that's lasting

[00:30:58] and that's going to be there

[00:30:59] for you

[00:31:00] and actually make it simple

[00:31:01] for you to deal with

[00:31:03] so

[00:31:03] you know I think that is

[00:31:05] it's definitely been a

[00:31:07] there's been a lot of

[00:31:08] knockoff quote-unquote

[00:31:09] that have entered in

[00:31:10] kind of this

[00:31:10] and we I think we see that

[00:31:11] in any

[00:31:11] maturity industry

[00:31:13] and then the consumer

[00:31:14] kind of recognizes

[00:31:14] oh there is a difference

[00:31:15] between this product

[00:31:16] and what this product is

[00:31:17] for us

[00:31:18] you know

[00:31:18] and we want to not just be

[00:31:20] a $5000 price point product

[00:31:22] we're working hard

[00:31:22] to

[00:31:23] fill different gaps

[00:31:24] fill different shape sizes

[00:31:26] create a level

[00:31:27] where people get a

[00:31:28] different price points

[00:31:29] and that's kind of

[00:31:30] that was the whole emphasis

[00:31:31] behind this evolve series

[00:31:32] that we have

[00:31:33] where it's

[00:31:34] it's modularized

[00:31:34] you can buy a product

[00:31:36] at a different scale

[00:31:37] that you're at

[00:31:37] you could buy

[00:31:38] you know

[00:31:39] do the pop-up

[00:31:39] try it out for a month

[00:31:40] do you

[00:31:41] yeah does this make

[00:31:41] a lasting impact in your life

[00:31:43] majority

[00:31:44] if we see that it is

[00:31:45] well cool

[00:31:46] you could actually

[00:31:46] just buy the chiller now

[00:31:48] and connect it up to your pop-up

[00:31:49] and now you have cold clean

[00:31:50] water that's cycling

[00:31:51] that's cleaning

[00:31:52] well then maybe at some point

[00:31:53] you're like

[00:31:53] again I'm actually

[00:31:55] you know this pop-up

[00:31:56] I want a little more space in it

[00:31:57] I wanted to be

[00:31:58] a little more

[00:31:59] premium looking at my backyard

[00:32:00] well you could buy our

[00:32:01] high-end inflatable

[00:32:02] all you have to do is buy the

[00:32:03] inflatable unit now

[00:32:04] then it shows up

[00:32:05] you already have the modularized chiller

[00:32:07] or you want at the hard tub

[00:32:08] cool

[00:32:09] well we can just ship you the tub

[00:32:10] which is a lot more affordable

[00:32:12] and now you're

[00:32:13] you can kind of go up as

[00:32:14] you know spend

[00:32:15] over a two-year window

[00:32:17] as opposed to

[00:32:17] having to buy

[00:32:19] the $7,000 product day one

[00:32:21] so you can spread that lifetime

[00:32:22] out as kind of evolve

[00:32:23] as you grow in your career

[00:32:24] or just your cold plunged journey

[00:32:26] so that's what I'm super excited on

[00:32:28] it's more kind of

[00:32:29] meeting the consumer at a spot

[00:32:31] where they can kind of choose

[00:32:32] their own adventure

[00:32:33] and you know level up as they go

[00:32:34] yeah that is

[00:32:36] that's brilliant

[00:32:37] I love the way you set that up

[00:32:38] it's like okay

[00:32:39] because I think some people

[00:32:40] there's a lot of different types

[00:32:42] of people out there

[00:32:42] and with the way they make decisions

[00:32:43] some people are like

[00:32:44] burn the boats

[00:32:45] I'm all in right

[00:32:46] give me straight to

[00:32:47] you know eight grand

[00:32:48] and you know if I buy it

[00:32:50] then I'll use it

[00:32:50] and there's other people who are like

[00:32:51] whoa whoa whoa like

[00:32:52] let me just put a toe in

[00:32:54] right let me just kind of

[00:32:55] figure to see if I like it or not

[00:32:56] like even the way my wife

[00:32:57] and I make decisions

[00:32:58] like I'm all in

[00:32:59] I'm like okay well

[00:33:01] I want to try a new sport

[00:33:02] I'm gonna go like

[00:33:03] I'm gonna get into

[00:33:04] gravel grinding

[00:33:05] right gravel grinder racing

[00:33:07] this year I decided

[00:33:08] and I'm like well

[00:33:09] I'm gonna go buy

[00:33:10] a really nice bike

[00:33:11] she's like well why don't you just

[00:33:12] like borrow a bike

[00:33:13] or like no

[00:33:14] because if I buy a nice bike

[00:33:15] I'm gonna use the bike

[00:33:17] right and then there's

[00:33:18] you know if she does

[00:33:19] the other way

[00:33:19] she's like well I'm gonna borrow

[00:33:20] gear from someone else

[00:33:21] and you know she's

[00:33:22] learning how to tell

[00:33:22] Mark she's just gonna borrow

[00:33:24] skis from somebody else

[00:33:25] and then she'll go buy

[00:33:25] a used set

[00:33:26] and then if she really likes it

[00:33:27] she does so there's like

[00:33:28] people make these decisions

[00:33:29] in different ways

[00:33:29] so it's cool that you kind of

[00:33:30] honor that that psychology

[00:33:32] I mean do you guys do

[00:33:33] any kind of like

[00:33:34] like market research

[00:33:35] like do you do test groups

[00:33:37] do you interview people

[00:33:38] like how do you guys

[00:33:39] come up with these

[00:33:39] or is it more just a very

[00:33:41] educated hunch in the market

[00:33:43] I think

[00:33:43] versus engineer

[00:33:44] how we do these

[00:33:45] I think we're

[00:33:45] obviously we have our consumer

[00:33:47] so we get a lot of data

[00:33:48] from our actual core customers

[00:33:51] we see where the markets going

[00:33:52] we see what things are popping

[00:33:53] out we get you know

[00:33:54] track data into

[00:33:56] you know web traffic

[00:33:57] and you know

[00:33:58] trying to forecast some other

[00:33:59] like you know

[00:34:00] who else is out there

[00:34:01] doing something that we're not

[00:34:03] you know and I think

[00:34:03] for us the actual

[00:34:05] like ethos of the company

[00:34:06] has always been like

[00:34:07] accessibility to coal

[00:34:09] or you know

[00:34:09] and now sauna

[00:34:10] like accessibility

[00:34:11] to like extreme temperatures

[00:34:12] that's core of it

[00:34:14] we want you to feel

[00:34:15] and understand

[00:34:16] that you are getting a premium

[00:34:17] product with us

[00:34:18] but at the core

[00:34:19] how do we make this more

[00:34:20] accessible

[00:34:20] and so you know

[00:34:21] for us I think

[00:34:22] we like I said

[00:34:23] we entered at the 5k price

[00:34:24] point we ended up launching

[00:34:25] the all in which is

[00:34:26] 9k so we kind of

[00:34:28] I think to the public's

[00:34:29] perspective

[00:34:29] oh they're going to this

[00:34:31] higher and more premium product

[00:34:33] well it appeared that way

[00:34:34] but in the background

[00:34:35] we've been working on

[00:34:36] the tech that

[00:34:37] product is actually the tech

[00:34:39] that's going to be

[00:34:40] in these more affordable products

[00:34:42] so you know

[00:34:42] that has always been

[00:34:43] the mission is to

[00:34:45] you know meet

[00:34:45] we are the customer

[00:34:46] like let's meet

[00:34:47] I've been at different points

[00:34:48] in my career journey

[00:34:49] in my income journey

[00:34:50] in my ability to

[00:34:51] access things

[00:34:52] so I'm looking at kind of

[00:34:54] who I was throughout

[00:34:55] they're like where would I

[00:34:55] have been at this point

[00:34:56] and what would I have bought

[00:34:57] it there

[00:34:58] what I lived in this

[00:34:59] I lived in an apartment

[00:35:00] had a little balcony

[00:35:01] what product fits there

[00:35:02] you know so trying to

[00:35:04] try and mirror and match

[00:35:05] to where we think

[00:35:06] our different consumers are at

[00:35:07] and you know

[00:35:08] I think that's

[00:35:09] it's been

[00:35:10] that was a long answer again

[00:35:11] to no it's not focus groups

[00:35:13] it's we're not over like

[00:35:15] are we the most strategic with it

[00:35:17] no but we

[00:35:17] I think we have a pretty good

[00:35:18] feel just because we are

[00:35:20] that's

[00:35:20] we are these people

[00:35:22] that are buying it

[00:35:22] and so even our

[00:35:23] even our employee base

[00:35:25] they really represent

[00:35:26] all different types of our customers

[00:35:28] we get a lot of feedback

[00:35:29] from there

[00:35:30] and we really try to engage with

[00:35:31] our core consumer and see

[00:35:32] but what their pain

[00:35:33] points are

[00:35:34] and you know

[00:35:34] what they're loving

[00:35:35] and what ways that we can improve

[00:35:36] yeah I mean

[00:35:37] but it's so early

[00:35:38] right for this cool plunge

[00:35:39] technology

[00:35:40] like you know

[00:35:40] how many focus groups

[00:35:41] could you effectively do

[00:35:43] really

[00:35:43] I don't know

[00:35:44] I don't even know

[00:35:44] how I won't even know

[00:35:45] how to run that

[00:35:45] that's on my expertise anyway

[00:35:47] who would you say

[00:35:48] is your core customer

[00:35:49] if you could identify

[00:35:50] like the ideal avatar

[00:35:51] like who

[00:35:52] who is that person right now

[00:35:53] and for your core

[00:35:54] for your core line

[00:35:55] yeah I think

[00:35:57] it has been

[00:35:58] skewed male

[00:36:00] 35 to 50 year old

[00:36:01] you know

[00:36:02] entrepreneur

[00:36:02] growth mindset individual

[00:36:04] that's been

[00:36:05] that's been the core

[00:36:06] you know

[00:36:06] early adopter

[00:36:07] that type of individual

[00:36:08] now it's like

[00:36:08] how do we

[00:36:09] great

[00:36:10] keep

[00:36:10] that's a

[00:36:10] as our core consumer

[00:36:11] we need to

[00:36:12] be with them

[00:36:13] and

[00:36:14] how do we tell better stories of

[00:36:15] we

[00:36:16] that's not everyone

[00:36:17] that's using the product

[00:36:18] how do we tell the story

[00:36:19] into different individuals

[00:36:20] to let them know

[00:36:21] hey this isn't

[00:36:22] you know

[00:36:22] it can be

[00:36:23] a lot of different people

[00:36:24] that are doing this

[00:36:25] how do we get the

[00:36:27] you know

[00:36:28] 75 year old

[00:36:29] grandma to understand

[00:36:30] like what the impact of this is

[00:36:32] in her life

[00:36:33] and her being able to be with her

[00:36:34] grandkids

[00:36:34] and

[00:36:35] be more active

[00:36:36] and travel more abundantly

[00:36:37] and these things that are

[00:36:38] important

[00:36:38] that

[00:36:39] these are stories that we hear

[00:36:40] of like

[00:36:40] that's what I'm getting out of

[00:36:41] this

[00:36:42] I'm not just getting that

[00:36:43] I'm more sharp

[00:36:43] and I'm running my business

[00:36:44] better

[00:36:45] how do we

[00:36:45] create the opportunity

[00:36:46] for the 22 year old

[00:36:48] it's not really

[00:36:49] a place to buy the 5k unit

[00:36:50] but it's like

[00:36:50] no I'd

[00:36:51] like you said I don't

[00:36:52] social wellness

[00:36:53] I don't want to be

[00:36:53] going to the bar

[00:36:54] or

[00:36:54] you know

[00:36:55] I want to hang out

[00:36:56] with my friends

[00:36:56] in a unique new way

[00:36:57] that

[00:36:58] meets

[00:36:59] my current

[00:36:59] the lifestyle I want

[00:37:00] but also like

[00:37:01] what I can afford

[00:37:02] and so it's like

[00:37:03] how do we create

[00:37:03] a product for that individual

[00:37:05] so I mean it's like

[00:37:06] you know

[00:37:06] we don't

[00:37:06] it's always like a concern

[00:37:07] like

[00:37:08] do you

[00:37:08] are you for everyone

[00:37:09] like

[00:37:09] if you're for everyone

[00:37:10] you're for no one

[00:37:11] right

[00:37:12] I think there's validity of it

[00:37:13] and I think there's like

[00:37:15] honoring all of the stories

[00:37:16] that come from this

[00:37:17] and

[00:37:18] you know

[00:37:18] meeting people there

[00:37:19] and

[00:37:20] recognizing it

[00:37:21] and

[00:37:21] making sure others

[00:37:22] that have similar stories

[00:37:23] that story comes out

[00:37:24] and they can understand

[00:37:25] that these are these use cases

[00:37:27] for the unit

[00:37:27] so

[00:37:28] our core consumer to this date

[00:37:29] has been that 35 to 50 year old male

[00:37:31] but we have a

[00:37:32] wide spectrum

[00:37:34] of people that are good

[00:37:35] then that

[00:37:35] using the product

[00:37:36] awesome

[00:37:37] and tell me about the evolve series

[00:37:38] I think you know

[00:37:39] when this comes out

[00:37:40] it'll be

[00:37:40] you know

[00:37:41] out there

[00:37:41] but you touch on it earlier

[00:37:42] okay what

[00:37:43] is specifically is the evolve series

[00:37:44] and what are you guys

[00:37:45] focusing on there

[00:37:46] yeah so it's

[00:37:47] it's basically

[00:37:48] more or less foreign

[00:37:49] foreign products

[00:37:50] we have our

[00:37:51] of what we call our pop up ice bath

[00:37:53] and that is just a very

[00:37:54] entry level

[00:37:56] portable

[00:37:56] easy setup

[00:37:57] fill it up with ice yourself

[00:37:59] water

[00:38:00] and get in

[00:38:01] you know

[00:38:01] easy drain valve

[00:38:02] move it where you want

[00:38:04] set up

[00:38:04] and I said

[00:38:05] like I said that's

[00:38:06] we're really

[00:38:07] it's a risk-free product for most

[00:38:08] because

[00:38:09] any product you ever

[00:38:10] purchase from us we want

[00:38:11] but you know

[00:38:12] will automatically give you a

[00:38:13] discount code the moment you buy it

[00:38:15] here's a hundred dollars off

[00:38:16] on your future core product

[00:38:18] so it's like

[00:38:19] we're

[00:38:19] really making it

[00:38:20] so that's kind of the entry level

[00:38:21] use it

[00:38:22] get in it

[00:38:23] it does connect to the chiller

[00:38:24] so the core kind of

[00:38:26] pieced behind all of these new

[00:38:27] products that are coming out is what

[00:38:28] is our

[00:38:29] plunge pier chiller

[00:38:30] and so that's basically the tech

[00:38:32] that's in the all in

[00:38:33] so one horsepower chiller

[00:38:35] connects the app

[00:38:36] easy filter change

[00:38:38] very energy efficient

[00:38:40] super quiet

[00:38:41] it's down to 37 degrees

[00:38:43] that standalone chiller

[00:38:44] is really the backbone of this whole

[00:38:45] series and then there's

[00:38:47] you know

[00:38:47] we have our inflatable unit

[00:38:49] really excited on kind of the

[00:38:50] design of that one

[00:38:51] where we were able to design it

[00:38:52] with there's no puncture

[00:38:54] within it so a lot that holds the

[00:38:55] airway better

[00:38:56] and then we have our excel

[00:38:59] which is more or less you would

[00:39:00] think of what we've been known for

[00:39:02] of our

[00:39:03] what we could like our

[00:39:04] the regular plunge that you see in

[00:39:05] the marketplace or the excel plunge

[00:39:07] that will be taking the category

[00:39:08] there

[00:39:09] um off this new chiller

[00:39:11] so

[00:39:12] those are all the new products

[00:39:14] all with a kind of a different

[00:39:16] level of pricing that you can get

[00:39:17] in at

[00:39:18] all the way up from

[00:39:19] you know like I said from a hundred

[00:39:20] dollars to

[00:39:21] you know about

[00:39:22] 6900 for the excel pro

[00:39:24] and then everything between

[00:39:26] so super

[00:39:27] super excited on this one

[00:39:28] because this really opens up

[00:39:29] you know the market for us

[00:39:31] we're finally releasing like what

[00:39:32] feels like a very high end premium

[00:39:34] product

[00:39:35] acts and different price points

[00:39:36] awesome man

[00:39:37] yeah I'm excited to check that out

[00:39:39] I'll probably be a

[00:39:40] probably be a consumer of yours

[00:39:42] let's talk about the

[00:39:43] let's talk about the podcast

[00:39:45] journey

[00:39:45] Wolf

[00:39:46] how's that going

[00:39:46] you're at what

[00:39:47] how many episodes now

[00:39:48] like 20 is that right

[00:39:50] this kid

[00:39:51] two more that are about to be released

[00:39:53] yeah I'll be at 20 something

[00:39:54] it's been

[00:39:55] I mean the podcast for me is

[00:39:57] is

[00:39:57] it's actually just for me

[00:39:59] like I

[00:40:00] the whole concept started

[00:40:01] when we were doing these drop-offs

[00:40:03] to

[00:40:04] you know

[00:40:04] celebrities or

[00:40:06] you know influencers

[00:40:07] and I would just sit and talk to

[00:40:09] these people all day

[00:40:09] and Mike would be like

[00:40:11] it's time to go Ryan

[00:40:12] like let's go

[00:40:12] and afterward one time

[00:40:14] he was just like hey

[00:40:15] why don't we uh

[00:40:16] but

[00:40:17] you need to start a podcast

[00:40:18] we need to get you going on a

[00:40:19] podcast

[00:40:20] this is an itch

[00:40:21] and so

[00:40:22] yeah the pods really been my own

[00:40:24] to scratch my own itch

[00:40:25] it hasn't

[00:40:25] there

[00:40:26] you know no planned uh

[00:40:27] success

[00:40:28] I don't know if

[00:40:28] yeah for me it's like

[00:40:29] there's no plan to be like

[00:40:30] this is what it's gonna become

[00:40:32] it's literally like

[00:40:33] when I find someone interesting

[00:40:34] I'm like cool

[00:40:35] I want to sit down and talk with you

[00:40:36] and I want to

[00:40:37] I want to do a

[00:40:38] it's a

[00:40:38] it's a

[00:40:39] you know

[00:40:40] it's such an intentional way to

[00:40:42] sit and talk with someone for an hour

[00:40:43] that it's like

[00:40:44] he probably would never talk to

[00:40:45] for an hour

[00:40:46] like I couldn't

[00:40:47] have these people I can't be like

[00:40:48] hey do you want to

[00:40:49] hang out and talk for an hour

[00:40:50] like no

[00:40:51] I

[00:40:52] up to so many other things

[00:40:53] every single year

[00:40:53] it doesn't hurt that way

[00:40:55] where it's like cool

[00:40:56] I

[00:40:56] well now

[00:40:56] let's create an intentional space

[00:40:58] that we can actually

[00:40:59] get to know each other more

[00:41:00] so it's been great

[00:41:01] to some of our other

[00:41:01] you know partners

[00:41:02] we've met throughout the way

[00:41:03] that I can

[00:41:04] you know

[00:41:05] just

[00:41:05] I get deeper curiosity on

[00:41:06] I'm like cool

[00:41:07] well like

[00:41:08] can we create an hour session

[00:41:09] where I just can

[00:41:10] chat with you and learn

[00:41:10] about your life

[00:41:11] and

[00:41:11] because that's been the

[00:41:12] the emphasis of it

[00:41:13] it's why there's also big gaps

[00:41:14] in between certain episodes

[00:41:16] it's really

[00:41:17] I just been following that

[00:41:18] and I've had some

[00:41:19] you know like I said

[00:41:20] some really fun

[00:41:21] fun conversations

[00:41:23] so yeah

[00:41:24] people are interested

[00:41:24] check it out

[00:41:25] it's called The Journey

[00:41:26] with Ryan Dewey

[00:41:27] on Spotify

[00:41:28] Apple

[00:41:28] wherever you're at

[00:41:29] we're on YouTube too

[00:41:30] if you want the video

[00:41:31] but other

[00:41:33] all different types of people

[00:41:34] that I find

[00:41:35] I find interesting

[00:41:36] yeah

[00:41:37] I mean you got your

[00:41:37] Raya Faber

[00:41:38] right

[00:41:39] that's a pretty cool one

[00:41:39] I mean

[00:41:41] people ask me this question

[00:41:42] so I'm

[00:41:43] gonna try to ask you

[00:41:44] in a way

[00:41:44] that I would want to be asked

[00:41:45] but

[00:41:45] you know

[00:41:47] as a recent memory

[00:41:48] would have been

[00:41:49] what's been one of your favorite

[00:41:50] episodes

[00:41:51] I know it looks like

[00:41:52] picking like

[00:41:52] which

[00:41:53] which your

[00:41:53] which your favorite child

[00:41:55] right

[00:41:55] but is there anything that

[00:41:56] you were like

[00:41:57] that would

[00:41:57] that was impactful

[00:41:58] I really took something away from that

[00:41:59] yeah

[00:42:00] I mean they've all had

[00:42:01] like these

[00:42:01] pretty magical moments

[00:42:03] you know one that's like

[00:42:04] I actually really enjoyed

[00:42:06] and I don't know if people

[00:42:07] would look at me like this was

[00:42:08] but

[00:42:09] he's a good friend of mine

[00:42:10] actually

[00:42:10] but Josh Emmett

[00:42:11] who's a

[00:42:12] one of the top fighters

[00:42:13] in the 145 Wade class

[00:42:15] very soft-spoken guy

[00:42:16] he's a great friend of mine

[00:42:18] but it was a chance

[00:42:18] for me to really

[00:42:20] sit down with him

[00:42:21] and ask him some questions

[00:42:22] that I've just never asked him before

[00:42:24] and I just found it

[00:42:25] like I'm very fascinated with the UFC

[00:42:27] and

[00:42:29] fight culture in general

[00:42:30] and

[00:42:30] that is your livelihood

[00:42:32] so

[00:42:33] that was a really fun one

[00:42:34] Uriah Faber was obviously a really

[00:42:37] loved Uriah

[00:42:38] got a good friendship with him

[00:42:39] but again

[00:42:39] being able to go on

[00:42:40] kind of a deeper

[00:42:41] space

[00:42:41] and pull that out

[00:42:42] and then I would say

[00:42:43] the other two

[00:42:44] so I'm giving you four

[00:42:45] yes for one

[00:42:46] I'm gonna give you four

[00:42:47] Peter Crone

[00:42:48] Peter Crone's

[00:42:49] mind architect

[00:42:50] world-class coach

[00:42:51] or you know

[00:42:52] he's

[00:42:52] coach is your favorite

[00:42:54] athlete

[00:42:54] and celebrity

[00:42:55] and that was a cool one

[00:42:56] to sit down with him

[00:42:57] there's a lot of like

[00:42:58] life story

[00:42:59] that I don't think's out there about him

[00:43:01] and I thought that was a really

[00:43:02] he's just a

[00:43:03] very grounded person

[00:43:05] but we got to

[00:43:05] I got to understand like

[00:43:06] kind of

[00:43:07] this kind of

[00:43:08] invincible human in the public eye

[00:43:09] like who is he

[00:43:10] and how did he become that

[00:43:12] and I thought that was a really

[00:43:13] interesting episode

[00:43:14] and last one was David Alexander

[00:43:16] who really became known for being

[00:43:17] LeBron James and Dwayne Wade's

[00:43:19] trainer

[00:43:20] and I thought he was very candid

[00:43:21] especially if you're in the

[00:43:23] fitness space

[00:43:24] trainer space

[00:43:25] business entrepreneurship

[00:43:26] like owning a gym

[00:43:27] owning a brick and mortar

[00:43:28] but there was a ton of value

[00:43:29] and that was it

[00:43:30] awesome

[00:43:31] awesome

[00:43:32] last question Ryan is like

[00:43:34] you know what do you need help with

[00:43:35] right now

[00:43:35] as you know

[00:43:36] fitness health and wellness

[00:43:38] folks listening here

[00:43:39] what's

[00:43:41] what should they reach out to you about

[00:43:42] I mean our big thing is like

[00:43:43] sharing the message on this new

[00:43:44] Evolve series that's coming out

[00:43:45] it's a big new

[00:43:46] for us as a company

[00:43:48] and I think ask it help

[00:43:49] like someone wants to download our apps

[00:43:52] check it out

[00:43:52] and use it

[00:43:53] you know use it for your cold

[00:43:54] plunging or sauna journey

[00:43:56] like it's a

[00:43:56] we're really proud of it

[00:43:58] so we want people to be using it

[00:43:59] and also give us feedback

[00:44:01] those are ways that like

[00:44:02] you know we're big into feedback

[00:44:03] so if you're using our stuff

[00:44:05] and you have ideas or thoughts

[00:44:07] like don't hesitate to

[00:44:09] you know social media is a great way

[00:44:10] to kind of reach out to me

[00:44:12] LinkedIn

[00:44:12] I love

[00:44:13] I love feedback

[00:44:14] awesome man

[00:44:14] well Ryan I

[00:44:15] I appreciate you coming on

[00:44:16] giving the update

[00:44:18] maybe I'll see you soon

[00:44:20] in LA at Ursa

[00:44:22] I always enjoy

[00:44:24] I find your business

[00:44:25] and your management style

[00:44:26] and everything about what you guys

[00:44:28] are doing pretty fascinating

[00:44:29] so I'd love to get you back on again

[00:44:30] in a year and see what's new

[00:44:32] but yeah man

[00:44:33] I appreciate you taking some time today

[00:44:34] it's always a pleasure sir

[00:44:35] I always enjoy your questions

[00:44:36] like coming on

[00:44:37] thanks for that

[00:44:38] right on

[00:44:38] thanks gentlemen

[00:44:39] Ryan Dewey

[00:44:40] hey wait don't leave yet

[00:44:42] this is your host Eric Malzone

[00:44:44] and I hope you enjoyed this episode

[00:44:46] of future of feminist

[00:44:47] if you did

[00:44:49] I'm gonna ask you to do

[00:44:50] three simple things

[00:44:51] it takes

[00:44:51] under five minutes

[00:44:52] and it goes such a long way

[00:44:54] we really appreciate it

[00:44:55] number one

[00:44:56] please subscribe to our show

[00:44:57] wherever you listen to it

[00:44:59] iTunes, Spotify, Cast Box

[00:45:01] whatever it may be

[00:45:02] number two

[00:45:03] please leave us a favorable review

[00:45:06] number three

[00:45:07] share

[00:45:08] put on social media

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[00:45:10] send it in a text message

[00:45:11] whatever it may be

[00:45:12] please share this episode

[00:45:13] because

[00:45:14] we put a lot of work into

[00:45:15] and we want to make sure that

[00:45:16] as many people are getting value out of it

[00:45:18] as possible

[00:45:19] lastly

[00:45:20] if you'd like to learn more

[00:45:21] get in touch with me

[00:45:22] simply go to the

[00:45:23] futureoffitness.co

[00:45:25] you can subscribe to our newsletter there

[00:45:27] or you can simply get in touch with me

[00:45:29] as I'd love to hear from our listeners

[00:45:31] so thank you

[00:45:32] so much

[00:45:33] this is Eric Malzone

[00:45:34] and this is the future of fitness

[00:45:35] have a great day