Team up with researchers and run studies with your own app users

David BarnardNice. I guess I'd imagine it feels like every big fitness influencer already does have an app, so I guess it's maybe tough from that perspective, like Renaissance Periodization, MacroFactor, there's a bunch of other apps in the space that were built by YouTube influencers.

Ethan EthierAnd one thing I think that Jeremy does differently is he'll actually reach out to, maybe they're not as known, but he'll reach out to some of the expert researchers and coaches and dieticians to collab with for videos in terms of promoting some of the research that they find. So that's been something that has added a lot of the credibility for the videos.

David BarnardYeah. I want to dig into that a little bit more about the building trust and being more science-based approaches and things like that. But you mentioned earlier, you really think a lot about how the app could fit into the content. Dig deeper into that. Are you creating a whole video because you think it's a good pitch for the app?

Ethan Ethier… of investing in finding some of this new content and research that comes out. He has a team of dieticians and coaches and researchers who will look out for that sort of content, but he's also started to work a lot with releasing his own studies. So he'll work with, there's a university where we live and it's called UBC, but he's done self-partner studies, and we've actually started to do a few studies within the app with some of our customers.

Ethan EthierSo an example of this in the app is we had a three versus six-day experiment, and we invited our users to join where half of them would do three days a week working out, half would do six days a week working out, and we use their data within the app to measure some of those results. So that's just another tool for us to continuously get data and run it by with some of the researchers. So it's science and the research and being on the leading front of it has definitely been something that has been core for us.

David BarnardYeah, and it seems like it does play across the entire mission of the company across the app, the content, and everything else y'all do. One of my favorite videos recently was one that Jeremy did on body fat percentage and calorie intake. That was so fascinating. I told Ethan before that I didn't want to turn this into a health and fitness podcast because I'm a health and fitness nerd and could easily have done that.