Our mission is to design and produce the best performing strength equipment in the market. Best performing is really the key. What we focus on is how does the equipment feel for the user. But not only biomechanically, but from a sturdiness point of view, from a durability point of view. So that's been the focus of what we've done for over 35 years now and we've been doing strength and only strength for all that time. We consider ourselves to be world experts in that field. We feel like whether you're an elite athlete or a beginner, when you get on a piece of equipment, it should feel safe. You should feel stable. And then when you perform your movement, it should be comfortable. It's something that's not always thought of, but the comfort of a movement. So not just the biomechanics of the movement, but the comfort of the user. Why? Because we want people to keep using the equipment. If it's not comfortable, it's not going to be used. We're not concerned with shipping things inexpensively. We don't factor that in to be quite honest. We are more concerned with the feel of the unit, the sturdiness. So we're going to weld wherever possible. We're not thinking about how do we unbolt this and put it in a box. So welding is a key characteristic. You're going to see that a little bit more on our stuff than anywhere else. Another key feature is our padding, our upholstery. So we work very hard to design an upholstery to find the right component tree that your upholstery's got durability over time. But that the user isn't feeling like he's working on it out on a piece of wood. Another characteristic is the component tree. So over time, what happens in manufacturing is you look to because you've got to offset the cost of materials that keeps growing and your cost of labor that keeps growing. You might have that inclination to find cheaper component tree. We never do that. We will never put a component in that is less expensive. And that's the only reason we're going to put it in. We'll go with less expensive component tree. Once we feel that doesn't sacrifice the performance. Because coming back to our mission, best performing is always what we're looking for.