Put your app in one standout boat maker's dashboard, then announce it

David Barnard… services. I'm actually going to have in the podcast pretty soon this health company where they white label a wrist-worn device that actually collects way more data than a Whoop or a Ring, and they're able to do so much more because they are a hardware integrated company. But let's dig into how did that flywheel first start? Did a boat manufacturer come to you? Did you go to them? How did you first get into working with these bigger companies?

Jelte LiebrandYeah. So we go to all the boat shows. We don't actually have a stand at the boat show. I don't think that necessarily works well for apps. Boat shows are expensive. They price these stands per meter for the boats that are going to go on it, which I can't really compete with, but we obviously see everybody in the industry and walk around. And so, a few years ago, one particular boat brand called Arc Boats out of LA... Think of them like the Tesla for boats, so it's a fully electric wake boat. It's an amazing piece of kit. They've taken me out on a few times. I'm converted. I want one. Unfortunately, I can't afford one, but we'll get there at some point. But they have this boat, and obviously, it's fascinating because, similar to Tesla, they work on first principles. They build it from the ground up, redesigned everything, …

Jelte LiebrandAnd so, we got talking like, "Okay. Well, that is what I expect to see. That's what I expect to see in the industry. I expect to see some innovation. How can we help," et cetera. And long story short, we ended up partnering with them to provide them with the charts and some other technology to get that innovation onto the helm of these boats. And as soon as we did... Actually, somewhat surprising to us, we just found so many more people that came to us. We obviously did a press release on it, and so many people who we didn't even know were building new things because obviously, that's their R&D, and so it's not necessarily public yet, started to come to us going, "Hey, we like some of that. Thank you very much." And where previously, as I said, a lot of the stuff in marine was outdated and a little bit clunky, these boat manufacturers want to innovate, but they couldn't get what they wanted from the normal incumbents in the industry.

Jelte LiebrandAnd so, we started to work with more, more, more, and actually more than we initially anticipated across the board. So that's boat manufacturers. That's new marine electronic manufacturers. And what we're seeing is that for a lot of these guys, they know they need to innovate. They know that fundamentally, if you just put the same hardware on your boat as the next guy, well, how's your boat different? It might have an orange cushion or a blue …