Buy Polar's heart-rate sensors retail, then wholesale, then co-design a custom band

David Barnard… early on you would end up needing your own hardware. I know that you partnered with Polar, but talk me through how you ended up making that decision and how that partnership came to be because they're massive company. How did you approach them to partner with the product and white label it versus having to build your own or white labeling like I thought it was, just some off-the-shelf crappy Chinese wearable that was 10 bucks or something?

Luke Martin-FullerYeah, for sure. So I mean ,the answer there is in the earliest days, we just bought a heap of heart rate sensors from Polar. We knew that they were the best accuracy. These guys had been building heart rate monitors and wearables since 1977. They had a bit of experience about how to do it and we could never compete with that, if we wanted to, as a small team, deliver something of value to people. So we just bought some and shipped them out and integrated. They have a kind of open SDK and that was enough for us to prove out the concept. And then we were able to get a call in, chat to them and explain to them what we were building.

Luke Martin-FullerAnd we started buying that initial device, which was an armband sensor kind of wholesale through them. And we were able to pass on those savings to our members. And then it was only after a year or so where we kind of sat down with them and said, "Hey, if we were to continue working together, could we do a few of these other things? We need to improve the battery life. We'd like to make it easier to charge. We would love to include some accelerometer data because we know that that's going to be really valuable to our members." And we worked with them and they worked with a few other customers to figure out what a kind of build on that offering would be. And it's been a really productive partnership.

David BarnardFascinating that a company that's been around 40 plus years is getting product insights from a startup, trying to help build a better product for your customer. You're not just white labeling, not trying to go out on your own, but partnering with a giant that's been doing it for so long, but also so deep in it yourself that you're actually helping them build better products. So I think it's incredible and just kind of a testament to how you're …