Narrow to pre- and postnatal fitness and rename the brand away from the founder

David Barnard… for me because I just had a baby," and that tells a difference. We were talking about storytelling, the name of the app tells a story that that's who you care about, that's the community you're building, and that's what you're working toward, and that's what you're going to get when you download the app versus if you're a gen pop, Nancy Anderson Fitness app, it's like, "What is that? I don't know who Nancy is." But Natal, it's like, "Oh.." yeah.

Nancy AndersonYeah, and that's actually one, I think, mistake I did make early on is... Nancy Anderson Fit was the brand for a long time, and that's tough. In hindsight, I probably wouldn't have spent so much time building a brand with my name across it. I would have had another name, like Natal, for example. So that's kind of been a soft pivot that we're trying to sort of make because I have 10 probably coaches, amazing, talented, very experienced coaches, DPTs, physical therapists working for me too, so it's not the Nancy show. You come in and maybe you're getting coached by Lindsay or Brittany or Athea or these other coaches that work for us who are incredible. I also didn't want to keep using my name because, one, I just don't want to be the face of the brand forever, because there's other faces and I want them to shine too, which, talk about like UGC...

Nancy AndersonI have my coaches create content for us, which I think is a way to do UGC without making it kind of that diluted way of doing it. We scope ideas from my coaches, and they shoot those, and that's been something that we're trying out, working well.