Inside The 2026 PGA Merchandise Show

A week at the 2026 PGA Show can feel like standing in a golf-tech firehose—demos, debates, and a thousand new claims. We cut through the noise with a coach’s eye, sharing what truly matters: tools that measure well, connect cleanly, and turn data into better shots. From presenting alongside leaders in biomechanics to late-night Open Forum exchanges, the theme is clear—measurement is only as valuable as its application.

We break down the biggest moves in integrated systems. Trackman’s markerless 3D inside its platform points toward a unified stack of launch monitor, motion capture, and force plates, helping players see movement and numbers in one place. Foresight’s software overhaul delivers crisper visuals and smarter practice modes that make sim sessions more productive. On the ground-force front, Smart2Move’s companion app could change remote coaching by putting session data in the player’s hands for easy sharing and review.

Short game lovers get real upgrades too. Steven Sweeney’s putting insights—stroke arc and face control—pair with the Genius Ball’s readable metrics on skid, bounce, and roll to make practice measurable and fast to improve. We also reality-check the handle-force sensor space: if graphs don’t reflect expected pressure changes at transition, the model isn’t ready. And yes, spikes are back for a reason—more friction often means better force, stability, and contact. On the club front, drivers are maxed on speed, so the true gains come from fitting, forgiveness, and straighter flight in the new 10K MOI era.

Amid all the tech, we still celebrate the soul of the game—walking, persimmon woods, and the quiet craft of strike and flight. The future won’t replace coaches with AI; it will empower coaches who can translate measurement into motion and motion into ball flight. If you love clear insights, honest takes, and practical ways to train smarter, you’re in the right place.

Enjoyed this episode? Subscribe, share it with a golf friend, and leave a quick review so more players and coaches can find it. Got a topic you want us to tackle next? Send us your ideas and let’s build your best season.

Website : measuredgolf.com

Instagram : @measuredgolf | @theforceplateguy

Contact Us : info@measuredgolf.com

Chapters

• 0:00 Orlando Recap And Big Questions
• 4:50 Open Forum Night And Networking
• 10:58 Presenting With Industry Leaders
• 17:18 Demo Day Highlights And Lowlights
• 23:20 Standout Talks: Putting And Ground Forces
• 31:29 Trackman’s New 3D And Integration
• 37:18 Foresight Software Steps Forward
• 42:30 Smarter Data Sharing With Companion Apps
• 47:50 Tech Boom, AI Hype, And Limits
• 55:30 The Genius Ball And Handle Forces

Transcript

SPEAKER_00: 0:00

Hello, and welcome to another episode of the Measured Golf Podcast, where you, the listener, sit down and join me, Michael, as we discuss all things golf. And it's been a crazy week in the golf industry as we are fresh on the heels of the 2026 PGA merchandise show down at the Orange County Convention Center in Orlando, Florida. And I was fortunate enough to attend as I do annually and had a great time getting to catch up with a lot of friends, a lot of people that we don't get to see all the time, as we're all scattered across the world. But really had a great time. And I know a lot of people are interested in what were the big takeaways from the PGA merchandise show, what products look cool, what products don't maybe look so good, and where is the industry headed? So I thought it would be kind of fun to do a podcast and talk a little bit about the show, uh, my presentation at Smart to Move, which I was fortunate enough to do, uh, really honored by Smart to Move to ask me to come down and present with, you know, the absolute titans of the industry, including uh Dr. Kwan, James Litz, Dr. Greg Rose, uh Jason Zubak, just a lot, Justin James, uh, just a lot of really, really bright, smart guys. And being able to present uh on the same stage as them was a huge honor. If you're following me on the uh Instagram at the Force Plate Guy, uh you can see some photos of that. And a lot of people have reached out about that presentation, wanting to know uh where they can view it. And as far as I know, I believe Smart2Move is going to be sharing that uh across their channels. So I will reshare that. But if you want, go ahead and give Smart to Move a follow uh on Instagram. That way you will see it just as soon as it comes up. So um the other bit of business is I'm late. I'm sorry about this. Uh it's been a very busy week, a lot of travel, uh, been a very busy month with travel. I know normally I'm getting this podcast up at 8 a.m. on Saturdays. It is past 8 a.m. on Saturday, uh, but I chose to sleep in, and that is to your benefit because I know I sound a little hoarse. My voice has got quite the workout this past week, and I decided to sleep in and let it recover a little bit before trying to do the podcast. So I apologize if the audio isn't as great uh or what you're accustomed to hearing on this podcast. So uh not sick, I think, which would be great. Normally when I go to the PGA show, I come home with the Florida crud or whatever it is that we all catch down there, but just the voice got quite a workout this week. So um definitely uh a cool show. Uh it's it's growing, I think, again. I I definitely think this is the busiest year in terms of the amount of booths that they've had in quite some time, uh, because they actually had some of the booths were out in the lobby areas this year, which is crazy to me because if you've ever been to the show, the the scale of it is hard to describe to people. Uh I mean it's probably a 20 to 30 minute walk from one end to the other, uh, just walking in a straight line. So uh all the you know apparel manufacturers are there, a lot of the club manufacturers are there, uh, all the tech companies and tech companies you haven't even heard of before are there. Um, so they're at gadgets, galore, um, just really everything that you could imagine is kind of there. So uh big show, a lot of scale, uh people, like just tons and tons of people. Uh everybody there that is a PGA member or inside the industry tends to be there. Uh, and it's really a cool thing because, you know, I've been going to the PGA show now for, I want to say probably close to 15 years. And, you know, you you eventually kind of get the hipster mindset to where you're like, I don't want to go to the PGA show and this, that, and the other. But not only do you have the PGA show uh Tuesday, I'm sorry, Wednesday through Friday, but you also have the demo day on Tuesday. And then on Tuesday night, you have this big event called the Open Forum. And if you're unfamiliar with the open forum, uh, they kind of bring in all the brightest minds in the golf industry, all the coaches. It's kind of the coach the coaches' show, if you will. And they have that the night before the PGA. And, you know, I think this year it went till almost 1 a.m., starts at 5:30. Everybody gets an hour time slot, and they have panels and discussion and a lot of great presenters. And really the the open forum is the big event that I really look forward to because not only do you learn new things from all of these brilliant people, but it's also an amazing networking event. Everybody, everybody's there. Mark Blackburn's there, John Tattersall's there, um, all of your big name coaches that you that you would imagine, they're all there. And it's a great networking event. It's nice to see everybody uh, you know, exchange pleasantries in some cases, uh, maybe have a little friction in others. Uh, but the open forum is really a great event. But it it really is this week-long event. And like I said, you know, there's a lot of people who maybe aren't too interested in the show. Uh, you know, for me as a quote unquote solo practitioner that owns a standalone golf business that doesn't do retail, uh, there's not a lot of things at the show for me particularly that I'm going to be interested in. Um, but once again, it's this kind of week within the industry to where whether you're going to the show or not, there's there's events outside of the show. But everybody kind of in the industry kind of more or less winds up in Orlando for this week. So you get to just see so many people and catch up, and it's it's really a great, great event. And if you ever have the chance to go, uh it's cool. And I was talking to one of my clients earlier today, and you know, he he desperately wants he's he's a golf sicko. Like this guy is really up there on the uh on on the pantheon of golf siccos. But, you know, like he said, just going and being able to hear people present and talk. And I was telling him, you know, I went to grab lunch one day, just something kind of quick to kind of hold me over. And it's like I'm sitting there woofing down a really terrible Papa John's pizza. And uh, you know, James likes us standing over there presenting. So getting to go over and just listen to James for a few minutes while I was eating lunch, uh, really cool. James brings a lot to the table, has been doing this longer than most, and kind of has taught us all a lot of things. So it is cool to get to see these presentations uh and and learn, right? Like that's that's really what I'm interested in is going and learning and seeing people. And then obviously this year and last year, I presented last year at the open forum, uh, and then this year presenting for Smart to Move, which, you know, was really cool for me. I I take that stuff seriously. I take it as a huge honor, first and foremost. I'm very appreciative of Gregory and JP and Tyler and Jamie and everybody over at Smart to Move who was nice enough to even think about having me on that. And I think, and I was talking to some people about this, I think, you know, when you think of force plate companies, there's really three, you know, kind of predominantly. We've got uh swing catalyst, we've got smart to move, and we've got gasp uh systems. And gasp doesn't really, they kind of share piggyback off of some uh other companies at the show. They don't really have a standalone thing. Um, but swing catalyst and smart to move tend to do presentations every year. And I think it's me and Mr. Mike Adams who have presented for both swing catalyst and smart to move. So being the force plate guy, I'm you can't see if you're listening, but I'm doing air quotations. Being the force plate guy, uh having the honor of presenting for both companies, uh, that means a lot to me. And if it is just me and Mr. Mike Adams uh that have done that, then I'm always happy to be on any list with him. So really cool. Uh had a great presentation, really enjoyed it a lot, talked about connecting ground reaction forces to club delivery, uh, had a good turnout for it. Uh, a lot of friends showed up, but you know, had a lot of people that I'd never met before that I got to spend some time talking to. Um really, you know, a fun presentation. I like I said, I'm excited for Smart to Move to make that available because I think I might have got a couple good lines in there. So I'm hoping that that helps people. Um, but I had a lot of people reach out to me after the presentation that don't have force plates. And they were like, hey man, you know, I really loved your presentation because, you know, A, you talked to the people that obviously have force plates and, you know, shared some good stuff with them. But you also shared a lot of things for us that maybe don't have force plates that we can still kind of start building into our coaching and our methodology. Uh, so that was that was really cool. I'm happy, happy that people were able to take something away from it. Uh, if you hear any weird noises in the background, my I'm home today and uh my dogs are eating. So I apologize if you hear crunching in the background. Uh, that's Frankie that has decided to eat her lunch right now. So um yeah, so great, great presentation. Uh ended up spending a lot of time kind of around the Smart to Mood booth. Um, I really enjoy their team. I enjoy learning. Uh Dr. Tyler Standford and I uh have a good time every time we're together. JP Fernandez. Uh just it's really cool to see how much they've grown. And, you know, I, you know, James Litz was like the first person in the continental United States to have the 3D force plates from Smart to Move. And I was like the third. So, you know, I remember early doors when Smart to Move was really just Gregory and JP. And now it's really morphed into this company, and they have, you know, a large team. And it's just really cool to see that uh a lot of people, you know, swing catalyst uh didn't have as big of a presence at the shows they've had in the past. Like I said, Gasp is kind of piggybacking off another company. Um, so smart to move is really kind of the epicenter at the PGA show of force plates, forceplate technology, and that kind of thinking. So it kind of creates a nice place to hang out uh and meet a lot of people who maybe know me through this podcast or through the YouTube or through our Instagram uh and just talk to people about stuff and share ideas and strategies. Uh so it's really, really cool. I really enjoyed that. Um started the week, you know, I flew in uh on Tuesday morning so that I could attend the demo day. Uh demo day is always kind of what it is. Uh it's at Orange County National, um golf. I don't know if it's called golf course or golf club, but uh Orange County National, it's a if you've never been, it's a pretty cool spot. So they have a 360-degree range there. It's huge. And that's where they host the demo day every year. And like I said, not every major OEM club company is there. Uh, but once again, you have you know a lot of training aids, a lot of trinkets, a lot of gadgets, uh, stuff like that. But once again, people uh really great to catch up. Uh, my friends over at Peak, uh, the Peak Institute uh were presenting at the wellness stage. So I got to hang out with them a little bit and catch up and see what's going on over in the DC area with them and kind of how they're growing and evolving. So really enjoyed my time at the demo day, getting to see some people, catch up. Uh, even saw some people that you know I haven't seen since college. And uh as you can see in this video, I've got quite a bit of gray hair in my beard. So college was a while ago. So just really uh I apologize. There might be a couple breaks where I'm taking a drink of coffee to try to keep my voice together. Um, but yeah, so getting to see some people I haven't seen in a long time, getting to check out a few things uh at the demo day. Nothing, uh nothing really stood out too much this year. I know a lot of people are like, well, tell us what was good, tell us what was bad. Um, you know, I didn't really demo day was a little different this year, it felt like. Um feels like maybe a lot of the companies that have been there in the past maybe weren't there this year. Um, but you know, generally speaking, once again, I'm in a unique situation to where I have a standalone facility that doesn't do retail and primarily focuses on coaching. So a lot of the things that are there are definitely going to appeal more to the people who are working at a club and doing that kind of thing more so than what we're doing. So it wasn't a whole lot of takeaways uh from demo day. We did a lap. Uh, like I said, I ended up kind of hanging out over on the health and wellness area uh and talking a lot with the guys from Peak and watching their presentation. And those guys, uh, those guys have a lot of good information. So I enjoyed that good learning opportunity. And then uh we kind of kicked off, you know, Tuesday night with the open forum, which I thought was really good. Um I'm I you know it's in years past. I mean, there's been fist fight to this thing. I mean, it they there's there's drama, there's debate, uh, there's a lot of egos in the room. Uh there's a lot of factions, different factions in the room. So there's always kind of this friction that occurs there, which is, I think, what sells tickets for that thing. Uh so, but this year I would say there's a little less of that and a little bit more sharing of knowledge. And I thought there was some really cool stuff there. Um, you know, I think I I talked, I've talked before about John Tattersall. I think John did an amazing presentation uh talking about ground forces, um, talking about kind of how he teaches with them and what he's trying to do with different types of clients. So I thought that was really good. Uh, I thought that uh Dr. Scott Lynn from Swing Catalyst did an amazing presentation, kind of more or less talking, and as you can tell, right, it's it's the things I'm interested in that I lean into. So Dr. Scott Lynn from Swing Catalyst was obviously talking a lot about ground reaction forces, uh, which is always of interest to me. And then I would say the presentation that I probably took the most away from was Steven Sweeney, uh, who is, you know, in that on that podium of great putting coaches out on the PGA tour. And he had a really amazing product that he was demonstrating called the Arcmaster. And if anybody, maybe I should start a GoFundMe, uh, if anybody wants to donate to me buying one of these Arcmasters, I would greatly appreciate it. Because I think it's probably one of the greatest uh putting training aid devices that I've seen. Uh, I really do. And I went and actually looked at it at the show as well and was even more impressed with it in person than watching Steven present with it. Uh, but not only did he have this amazing tool, but he shared a lot of evidence and data from what he sees the best putters in the world doing and how they train that and how that all kind of goes to work uh together. So I thought that was amazing, really good presentation, talking about how much arc uh, you know, the best players in the world are are kind of make building into their stroke, and then talking about the face's relationship to that arc. Uh, I thought it was really well done. Steven does an amazing job presenting that information. He's obviously very good at what he does. So I think him being open and sharing some of that information was really, really cool and helpful for me and definitely changed maybe a little bit of my perception when it comes to putting and the putting stroke. So once again, I think that's amazing. Uh, I think that, you know, not only did he do an amazing job of kind of sharing his information and talking about what he's seen work at the highest of levels, but then pairing that with this training aid uh and with some uh software technology, you know, you really you really can kind of start building some effective putting strokes very quickly. So I'm an application guy, uh, I coach golf for a living. So theory is great, information's great, data's great, but if you can't use that information and data and technology to help somebody actually perform better, it's not very usable. So uh him really sharing the application and how he goes about training that, I thought was super, super cool. Um, I love what Steven's done down at Jupiter with the facility that he's built. Um, he's really, you know, doing, he's leaving no stone unturned when it comes to putting. So anytime you get an opportunity to listen to somebody like Steven present and share his information, I think is always good. Uh, but really enjoyed that. Trackman uh had a big rollout, you know, kind of this year at the PGA show, and they are now doing some 3D motion capture uh within the Trackman software, which which looks like, you know, it's it's like anything. Anytime a technology is new, um, it looks good, it looks cool. But as somebody who's spent a lot of time in the 3D space, you know, you're always kind of wondering about how accurate this is or how fully formed this modeling is. And I think Trackman has done a good job of not necessarily always being the first to market with something, but bringing something to market that's gonna work pretty well. And I'm I'm trying to kind of hedge what I'm saying here a little bit because I don't want I don't want a lot of the people that I know that are really involved in the 3D space to kill me for this because I don't want to say that I think the track man 3D stuff is perfect yet. I don't. But that's only because it's new. But because it's new, it's going to have the opportunity to learn. They're gonna begin to be able to feed way more data and information into their modeling. So it's gonna continue to get better. But I think, you know, and I've said this in the past, uh, I think for the golf coaching application, I think there's this race to a fully integrated system, meaning that we have a launch monitor, we have 3D motion capture, and we have 3D force plates. So it's excuse me, really cool to see a company kind of creating a solution for me. I have the force plates, I have trackman, and now if we have some markerless motion capture going on within the track man, that's gonna make it much easier for me to show clients, you know, exactly what's going on in time and space with their golf swing, maybe more so than just showing them the data points that Trackman currently provides with the club delivery and ball flight. So excited about that, excited to test that. Um, I had a meeting with Trackman while I was down there. It looks like I'm gonna get a beta uh for that software and the uh motion capture. So uh looking, looking, I'm just very excited about that because, like I said, I think I think that's gonna be good enough for now to help people start understanding their golf swing a little better. And, you know, I've talked about I'm gonna take a drink of coffee, so one second. I've talked about in the past, you know, a lot of this 3D motion capture technology through iPhones and things like that not being true 3D because it isn't true three D. It it's a one camera angle, it can't be true three D. But I think, you know, and I've talked about sports box AI in the past. You know, I use sports box. I've I've I'm I don't hide that. I've I've used it in the past. I probably don't use it as much as I used to, but I've used sports box in the past. And, you know, a lot of people come to me who have experience in the 3D space and they go, how do you trust that stuff? And and what numbers do you look at? And the answer is I don't look at any of the numbers because I don't I don't think a lot of clients benefit from more data because they don't have the background that I have to understand the ranges of this data and whether it's good for them or not. But something I do like is I do like having these tracers and being able to show people what their golf swing actually looks like. And with the tracers, you can show them if it's really got a big loop in it. You can show them if it's too shallow or too steep. And it makes a nice visual presentation. So, like I said, I'm I'm very excited to have that integrated into the track man software while I'm using the force plates because now not only can we show them how they're using the ground to create energy and speed, but we also can start showing them through the through the um through the avatar and through the tracers, kind of how that's moving their body and time and space relative to how they're trying to use the ground to apply force. So I think that's gonna be a a really big uh net gain for us as coaches who have track man. Very, very cool. Um and I think that's the big push, right, uh, in the golf industry is getting the software better. And one thing that I was really impressed with uh at the show was I went over to the Foresight booth with uh my buddy Parker McLaughlin. Uh, he was kind of showing me around a little bit with the Foresight crew, and they have new software. And, you know, I'm not a Foresight ambassador, and I can say this. You know, I think a lot of us have have looked at the Foresight software in the past and been like, man, this just isn't where it needs to be. And they've it appears have really invested heavily into the software. I think the application is going to be much better moving forward. Um, and I think it's gonna be super, super helpful for people that want to get more out of their practice time because, like I said, the Foresight software has been a little lacking and definitely quite a bit behind the track man software in the past. So I think they've really invested into that, have really upped the graphic quality, uh, are providing more things to do uh within the practice space that Foresight provides. So I think Foresight's really upped their game with the software. I'm not surprised by that. Um, you know, they they've got 8 a.m. They are kind of uh partnered up. I shouldn't say partnered up, but they're under the same umbrella as Bushnell. So we've got Bushnell and Foresight both kind of their sister companies, if you will, uh, really doing some cool things, sharing some ideas. And I think that that is going to continue to get better. And I I like the Bushnell product. I I have one. Uh I have one of the GC3s. I actually use the GC3 a lot with my force plates because generally when I'm doing forceplate work, I'm I'm I'm really looking at you know, path and face with people. Um, so that the GC three does an amazing job with those metrics. Uh, but they've really kind of upped what the GC three can do. Uh, and then obviously the software within foresight has has gotten much better, which Bush now is is piggybacking off of. So I think that's gonna get a lot better. Uh super cool, right? So um, as you can tell, like, you know, for me at the show, it's it's less about the trinkets and the apparel and those things, and way more about the technology and geeky nerd stuff uh that I'm kind of into. So yeah, the Bushmell stuff was really, really cool. Happy to see them making some strides on the software uh as a proponent of of using all the different technologies available and having them all available at our facility at Measured Golf in Ann Arbor. Uh anytime we get a software upgrade, you know, that that certainly makes us happy uh and allows us to provide more options to our clients here in in Ann Arbor. So super happy to see that. Um one of the one of the best pieces of technology, honestly, is, and I'm not trying to make it sound like a plug for them, but uh Smart to Move announced that they're gonna have a companion app coming out, which I think is gonna be very, very good and allow for the sharing of data to be a lot more seamless and actually um shareable. So, you know, with me doing as much virtual coaching as I'm doing these days, the really cool thing is that Smart2Move, Swing Catalyst, Gasp, they're all kind of getting more plates out into the marketplace. So a lot of people reach out to me uh because of my expertise and ground reaction forces. And, you know, they're kind of like, hey, I want to do the virtual coaching, but I also would really like to understand the ground forces better. So the cool thing is, uh, in particular with SmarterMove with this new companion app that they've announced, is what is going, what happens now is people reach out to me. Uh, I tend to know a lot of people in the industry that have force plates, and I'm able to kind of get them to the closest person that has force plates for them. And they can go there, get the capture, and they can send that capture to me and I can open it because I have the software to be able to view it. Uh, however, what happens a lot of times is that I can't really, if people come to me in Ann Arbor, Michigan and get on the force plates or they work with me uh when I'm on the road at a different facility, I really can't share the information with them uh other than like kind of create a screencast or a screen recording, and then I'm able to share that with them. But with this new companion app, it's gonna be really, really cool because we're gonna be able to actually put that information in the client's hand. And now they can disseminate that information however they choose. So I think that companion app is gonna be really, really good. It's going to give the consumer uh full access to all this information, which I think is gonna be super helpful moving forward. And I'm really excited about that because I just think it's gonna make the sharing of information much easier for people uh moving forward. So super cool. Um, a lot of the technology stuff is, you know, I don't want to say kind of already been out there, but there has been a very common theme at the PGA show over the last several years, especially since COVID. And, you know, when I first started going to the show, the the let's call it the technology section of the show, uh, where you have the force plates and the launch monitors and the and the different apps for the phones, it was a very small area. Uh, but now it's exceedingly gotten bigger and bigger and bigger, and now is a considerable portion uh of the square footage of the show. And we're seeing more and more companies getting into the simulator space. We're seeing more and more companies, you know, bringing an app to market. We're seeing more companies uh getting into the personal launch monitor space or the uh you know apps for coaching and development. So we're seeing more and more of that. And, you know, it's one of those things to where for me, uh, I don't want to like get into the accuracy thing, but you know, a lot of what I'm seeing now kind of being pushed out there is way more entertainment-based. And I mean, that's great for the consumer, right? The, you know, something to do that keeps them entertained. Um, but when it comes to like the established stuff that we all kind of know about and trust, uh, Trackman, Foresight, Flightscope, uh, full swing, uh, all these different companies, you know, that stuff is is really pretty established. You know, the big thing that I thought was cool uh from Bushnell Golf, I believe it's Bushnell Golf, um, they have this really cool, you know, we've got the rangefinder laser, and then we've got kind of the watch. They came out with something really cool. I like to walk when I play golf. It's important to me that it definitely enhances the experience. But they've now got a strap to where it has the basically the watch functionality where you get front, middle, back, distance. Uh it's built into the strap, which I think is super cool. So now you don't have to necessarily wear something or hang something on your golf bag. Rather, it's kind of right there on the strap. So you can just kind of take a look at that. I thought that was super helpful. Uh, I believe that also has a speaker built in, which really isn't my thing, but I think a lot of people will will like having that. Um, but yeah, I mean, the the technology uh that is at the show is definitely a big part of it now. And, you know, I caught a little bit of Bernie Najar's uh kind of talk at the PGA stage. Uh, he was named the uh PGA coach of the year this year. And uh he was talking, you know, a lot about technology and how it's it's here to say. You know, I mean, five to ten years ago, a lot of people thought that it was kind of a bubble within the golf space. But, you know, the consumer is more educated. Uh, when they go on social media, when they go on YouTube, they're seeing more of this data uh being presented when it comes to golf instruction. So the consumer wants the technology. Um, and because the consumer wants the technology, we're gonna see the companies continue to push that technology out the door and make it more available uh to the end consumer. So I don't think that's a bad thing, but I definitely think there is an over, uh, at least what I what I saw at the show, I think there is an over-emphasis on AI and what AI is going to do and how it's going to change the industry. And, you know, the big thing that I don't think people realize is, you know, anytime you're dealing with human beings and trying to help human beings make change, you know, that that's a complicated situation. And human beings are messy. Uh, not two of us are really the exact same. And I think, you know, it's gonna be a while before the AI apps to where you kind of feed them a golf swing and they spit out what you need to do. I think it's gonna be a while before that's really uh a good option for people. I'm not saying that it's a terrible option, like that's better than nothing. If you're somebody who is working on your golf game and doesn't really know where to start or what to do, I think that the AI stuff can be good because it it kind of points out, like, hey, this is the big problem area for you. This is something maybe you should spend some time on. I just think we have to take all that information with a grain of salt. Like I said earlier, you know, I really like uh the sports box app and how I use that. But once again, I'm not really getting after the numbers that much because a lot of the numbers I don't think are calculated all that well. So I think you just have to take that stuff with a grain of salt, but definitely here to stay. Uh, definitely gonna be something that is uh continued to be pushed into the future because I think that's just where the industry really is right now. And and, you know, as Mike Adams said back in 2019, why guess when you can measure? And I definitely think that is is gonna continue to be a big trend in the golf coaching space, uh, in the golf development phase. So really cool stuff to see with the tech. Uh, I really, I really didn't see too many products in the tech space that really jumped out at me. There was one that I thought uh has some pretty good application and pretty cool. It was called the Genius Ball. And it's a putting uh, it's a it's a it's a golf ball, but the core of the golf ball is some pretty sophisticated, fancy technology. And what it does is it provides a lot of putting metrics to somebody when they putt with it. So it gives them the stemp, it gives them how many bounces, it gives them how much skid, uh, it reads the spin. It gives you a lot of really pertinent information when it comes to putting. And I think that could be something that we we see kind of take off a little bit. I think like a smart golf ball makes a lot of sense. I don't think we're ever gonna get to where the golf ball is uh going to be really like a track man, like a track man replacement, uh maybe down the road with the way technology is moving. But, you know, I think this is a really good application for putting because not everybody owns a track man, right? They're they're very expensive. So I think with the putting ball, the genius ball, I think that could be really good for people, uh, especially people who struggle with their putting and and help them kind of understand not only the green speed, but you know, how the ball is rolling off the face, which direction the ball is rolling off the face. I think that could be really good. Um they sell it in a three-pack. I don't think it was overly expensive. It's definitely not a uh a ball that you're gonna put into play on the golf course by any means, but um I think you could see that kind of take off a little bit. They definitely look like they had it put quite a bit of investment into it. They had quite a big booth. Um, and the app looked pretty good, uh, looked pretty, pretty cool. So I think that that could be something in the in the tech space that takes off. I'm not surprised by that. I think a lot of companies um have tried in the past to kind of create quote unquote a smart ball that kind of provides some data and some information to people. So I'm not surprised that as the technology gets better, it gets smaller, it gets faster. Uh, I wouldn't be surprised if we see more of that. So that was really the cool thing uh that I saw in the technology space. So um it was interesting though. You know, there's been a lot of push uh in the past to create a force plate grip or pressure uh grip that kind of allows us to start understanding what's going on at the handle, which is quite important in the golf swing. And I was very excited. Uh, I was over at the smart to move booth talking to some coaches I really respect. And they were like, hey man, you got to go check out this grip. There's a new grip, and it looks like it's pretty good, and they're gonna do some cool stuff. And um, I went over to check it out, and Carson from the golf lab was over there. And Carson and the golf lab and Liam Mucklow have probably been looking at the grip more so than anybody else in the industry. They've they've presented on this topic at the open forums in the past. Uh, they've done a lot of research with this. Um, I myself have one of the grips from Sensor Edge and have looked a lot into how we are creating forces and pressures at the handle level. And it was really funny. I don't want to name the company because I'm not trying to throw them under the bus, but you know, this is where, uh like I was saying earlier, you have to take a lot of this technology with a grain of salt because uh we Carson and I were listening to them show us and tell us their presentation and kind of look at what they do. And they were showing us rafts that neither Carson nor myself have ever seen, nor make sense. And we're trying to explain to us that, you know, all the big pressure changes happening at the ball. And from a physics perspective, if you move the golf club back and then forward again, that there's going to be a big pressure change in the hands at that moment in time because we're changing the direction of having to kind of move the golf club in a different direction. And their graphs weren't showing that at all. So, you know, I think that they they had a great product. Uh, I think they're they're working at it. Uh, but once again, it's it's like that that's a cool thing, right? Like we as golfers all want to know more information. We all want to have more tech at our disposal. But once again, like these are companies that are trying to get a product to market. And like I always tell people, the tech companies, they know how to build the machine, they know how to measure things, but then the application, they don't know. They're not golf coaches, they're technology companies. So you really have to take those things with a grain of salt. Um, you got to be careful with the information. I think a lot of people, you know, it's kind of like people that watch the news and take everything as being literal and they don't understand it's the made-for-tv show and they're trying to get ratings. Uh, I think the tech is that way too. You know, it's you we need to we need to get the tech out there. I think the tech is a good thing. But then it's let's get the tech in the hands of the people who do this and understand these things and understand kind of how things go together and work. And then let's make sure that the information that they're providing is is correct and accurate uh and and what we're measuring and what's important to measure. And that's where I think there's a big disconnect in golf right now is that the technology companies are really pushing a lot of tech, but they're not really getting into the application how to make things usable for the consumer. And that's why I said earlier, I don't think the AI is going to replace golf coaches anytime soon because they have their models and they have everything that they have at their disposal with this technology, but it's putting it into application is really the gold. And that's that was the conversation I had with several coaches is, you know, is technology good or bad? Well, in my opinion, technology is always going to be better than no technology because it's at least moving us towards being more objective versus subjective. So I really think it's it's not a matter of, you know, getting absolutes and getting something absolutely accurate. I think it's how the coach uses that technology to share their message with their client or their student and how they help them get better at golf. And like I said, you know, I'm not really using sports box and I'm not trying, I'm not slamming sports box in any way, shape, or form. I think it's a good product. But I don't use sports box the way it's prescribed. I'm not sitting there and looking at all the numbers and going, oh, well, these are green, these are red, we got to change these based off the color. I'm way more using it in a in what I would call a user-friendly way to show people more or less what their golf swing looks like and how the club is moving through time and space as well as some of the body segments. So I think that stuff's good. Um, you know, I didn't, I didn't get down to the um to the apparel side of the show very much. I, you know, my last day there was Thursday. Uh I did walk down there to kind of check out a couple companies that I'm interested in. Um, you know, it's it's crazy every year, you know, you go down there and there's so many new companies and there's so many, I mean, there's just there's a lot of money in golf, right? And golfers love to spend money on looking the parts. So there's always a lot of these apparel companies. Um, the shoe companies, I tend to look at it a little bit more than the apparel, just because that kind of matches a little bit more with what I do in ground reaction forces. Uh, I thought it was interesting this year to see, you know, a lot of the companies, man. I mean, for years it's been the, you know, the tennis shoes of golf, right? Like no spikes, uh, kind of like nubs and and different kinds of soles. But you we've seen this kind of big move away from spikes. And now you're seeing that almost all the companies are at least having spiked options now, if not adding spikes to what they already offer. And I think that's big. I I I think, you know, generally the the reason people buy shoes is because of how they look or the comfort level of them. But the the golf shoes are definitely a key piece of equipment uh when it comes to your golf game. Getting a shoe that matches your arch type, I think is very, very important. You know, I have really flat feet. And as much as I like the wear, you know, you know, the Jordan uh, you know, AF1s, that style that's a flat shoe because they look good and I think they're cool. As much as I like that type of shoe, I have a pretty flat foot. And when it comes to creating AP force, you know, my my feet don't like to do that because I have this collapsed arch. So that really inhibits what my feet want to do versus what I need them to do. And that's where having more of that Foot Joy classic style shoe that's got a little bit more of a heel, that's really advantageous for me because of the way my feet are. And I can't really change that, right? So um I think that, you know, matching up a shoe uh for performance is way more important than matching up a shoe for style or comfort. And, you know, a lot of people don't walk. I do. So I kind of have to walk that line a little bit. But for most people who are riding around in golf carts, I definitely think looking at the performance is way more important than the comfort and or the style. So uh happy to see companies bringing back spikes. I think spikes are important. I've definitely in the past few years been a little more of a spikeless guy. Uh, but I've I've really thought about that a lot. And uh last year, you know, we started putting some spikes back on. And I think that's a good way to move um in terms of getting more performance out of the footwear, you know, getting more uh, let's call it friction between the bottom of the foot and the ground is going to be a good thing when it comes to ground reaction forces and being able to take advantage of those. So I definitely think the spiked footwear uh is a better option than the no-spike. And and, you know, I was out earlier this year, or maybe late last year, I can't remember when it was, but working with, you know, Parker, we had Frederick Lynn Bloom come over, um, who's big into the shoes, big into the spikes. And we did some testing. And I've done testing in the past before that with a spiked versus non-spike shoe. And generally speaking, I think the spike is is going to help quite a bit. So once again, seeing more of these shoe companies kind of going to at least having spikes as an option again, I don't think that's a big surprise. Uh, with the force plates taking off and the research coming out from the forceplate uh users, you know, I think a lot of us are kind of in agreement that the spikes help. So wasn't surprised by that. Um, you know, when it when we're I'm kind of thinking about like walking around the show and and things that I saw that you might find interesting, you know, it's it's obviously the hype hype season. You know, everybody's really, you know, from the club side, uh, really like touting what their driver's gonna do this year and how much better it is than the last version. And, you know, I I don't know how much of that to trust and believe uh until we get them in our hands and and hit them and test them. But it sounds like, you know, but the drivers in particular are really it's all about winning the launch monitor war. And I think the biggest reason for that is is that if you're gonna go out and buy a new driver, the the chances that you hit that on a launch monitor are pretty high. And I think that's the consumer has come to expect, like, hey, if I'm gonna go try out drivers uh and I'm gonna get fit, you know, that's generally happening on a launch monitor. So the club companies aren't dumb and they know that they have to be able to perform on the launch monitor. So, you know, the big things are forgiveness uh on off-center strikes and keeping the ball speed high, right? Like the the number that sells drivers is ball speed, and and I don't necessarily agree with that. I think there's a lot more to it than that, but that's the number generally that's going to sell drivers for these companies. So, you know, you see a lot of different things happening. You know, I think that potentially the new ping K series driver could be interesting, a lot of carbon. Uh, they've moved almost all the weight, I think it's like 32 grams, into the slider on the back to kind of dial things in. But it it definitely seems like the club companies are leaning into more adjustability so that they can fit this thing better. I know uh TaylorMade with the QI4D has engineered a shaft to kind of go with their driver, uh, that they think is going to provide a better fit for a lot of players versus the pick the shaft you like based off, you know, what it looks like on the wall and how it performs. Uh so I think I think it's it's really getting more into the customization and the fitting of the driver. And I I think once again, it's the driver, you know, the the OEMs that are putting out a new driver every year, every two years, you know, they're they're maxed out. Like 1.50 is still the legal limit uh when it comes to the smash factor. They they can't make the face any springier. So, really, the two things that they can do are try to make it more forgiving and try to make the ball fly straighter. That's that's really all that they can do. And I I think realistically, uh the forgiveness, you know, we're in this this 4K era uh or 10K, excuse me, era of forgiveness. And that's what 10K represents is this maximum level of forgiveness to where you can hit it all over the face. It still retains its ball speed and still wants to fly fairly straight. But I think, you know, they're they're really kind of getting maxed out with what their limitations are with how they design these drivers, which is why I think you're now seeing more of this emphasis on fitting. I think it's kind of the last frontier. And how do we really dial this in for the consumer so that they buy their driver, right? If if I have more availability in the fitting process and just that head, right? Or that shaft, but primarily in the head, if I can really fine-tune that, uh, I'm gonna be able to increase ball speed, maybe a mile an hour or two. I'm gonna get the ball to fly a little bit straighter. And we're really splitting hairs now with these drivers. Everybody's making good equipment these days. So um, yeah, I think that's really cool. Uh, I I honestly spent very little time looking at that stuff. Like I said, you know, I don't want to really know what the marketing team has to say about it. I want to actually get it in my hands and test it and kind of see where things are going and see really if there's any difference because it's you don't know until you get it in your hands and kind of see how it performs for you. Uh and kind of on brand for me, I spent most of my time talking about clubs with Todd Dempsey, which is kind of my annual pilgrimage of going to the PGA show, get to see Todd. If you're unfamiliar with Todd, you should definitely look him up. Todd Dempsey Persimmon. Uh, he's still making persimmon drivers in his garage, uh, makes really beautiful clubs. And uh I'm excited because I think I think I finally got Todd talked into building me a couple a driver in a fairway wood that are persimmon. Uh, and I'm gonna play them. Like these aren't gonna be like, you know, pieces of furniture for me. They're on the wall. Uh, I'm gonna put them into play. I'm not saying I'm gonna play every single round with them, but you know, I I think, you know, I I love I love the old school stuff. I love the purity of the game stuff. You know, like I said on the previous podcast, I've got some irons that aren't blades and aren't mirrors, maybe going into the bag for a little bit this year just to try to make the game a little bit more enjoyable for myself and make it a little easier on myself. But there's definitely going to be uh periods of time to where I go out there with the blades and, you know, maybe put the persimmons in with the blades in the McKenzie bag and go out for a walk and just kind of get back to basics with golf, man, because, you know, as much as we've talked about technology and the advancements within the golf industry, you know, there there's still something pure about, you know, going out there with some clubs that don't help much and a persimmon driver and just trying to kind of find your way around the golf course with it. And it's a little more, it's just a completely different experience, right? It's it's not about hitting bombs, it's it's more about getting the ball in play and uh playing golf, which I love. I mean, I as somebody who kind of works the way I do uh with the ground reaction forces and all the technology, very fortunate I get to work with people on gaining club head speed and hitting the ball farther. And yeah, I mean, I'm I I can't argue that that's not important in the current game of golf. It certainly is. But at the same time, there's more to golf than like what's your top ball speed. There really is. And I think we're moving a little farther away from that than I'm comfortable with, which is why I probably like going overseas and playing golf uh a bit more. Uh, just because it's it really isn't moving as fast as we are here in the United States with that kind of thing. But at the end of the day, like I really enjoy my time with Todd. Uh Todd was obviously a very high-level player. I think he was roommates with Phil Mickelson, won an NCAA title on his own, uh, had a career on tour. Uh, but just, you know, he has a different viewpoint and he loves the persimmon stuff. And I love the persimmon stuff. So I had a great chat with Todd. Um, and uh, just a ton of people, you know, getting to spend time, you know, not only talking about the the game of golf, but you know, uh meeting Jeff from Downshift was amazing. I I mean I've been a big fan of what he's doing for a long time with Downshift Golf. Uh he was nice enough to send me a couple of the mini boards, which I've been using a lot and I think they're great. But just, you know, talking to him about, you know, the the plight of being a small business owner, which I am, uh, was really, really fun. So yeah, it was it was a good show. It's just it's a lot in a couple days. And, you know, for me, you know, remembering kind of where I've been, you know, like I said, I've been going to this thing for probably close to 15 years. And, you know, I remember just being starstruck and and seeing the Butch Harmons of the world and like not really having the courage to go up and talk to them. And now people coming up to me, you know, it's just such a privilege. And, you know, I had so many coaches and people come up to me and hey man, I listen to the podcast. And hey, man, I watch the YouTube. And hey, I'm a big fan of what you're doing. And it's it's very nice. And yes, it feeds my ego. Uh, it makes me feel good about myself, but it's also a huge opportunity for me to give back and to spend some time talking to people and answering their questions and and trying to be a resource for them because just like you listening to this podcast, you know, it means a lot to me. And, you know, I I I said this to a lot of people at the show. For me, the podcast and the YouTube and the social media stuff, that's never been about trying to, you know, create an identity. That's never really been about trying to become quote unquote golf famous. It's it's way more about trying to get back and trying to share good information with people and and maybe give them something that they're not finding elsewhere. And I pride myself on, you know, trying to get down to what's really going on from a more scientific kind of level. And, you know, I'm I'm very skeptical. I it's just me by nature. So I'm I'm not a big fan of just repeating things because they've been said, but I am a big fan of tearing things apart and seeing how they work and see what the application is. And does that match up with the physics that we need to occur in the golf swing? Does that match up with the ground reaction force scenario? Does that match up with the club delivery and create the ball flight we want? And, you know, I'm I'm very happy to tear things apart and take a deep dive and do the research and kind of dig in. And, you know, it's no good if I keep that to myself. I don't ever want to be a gateholder or a gatekeeper, excuse me. So being able to put this information out here uh on the YouTube, on social media, uh is is me in a very, very direct way just trying to give back. So everybody that came up and you know said nice things, thank you. Uh it means a lot. I appreciate it. And I hope that you got what you wanted to get out of your encounter with me. Like I hope that I was open and shared some good information and maybe some advice and things like that. Because that's that's really what I desire is, and the reason I go to the show is A, I want to learn, you know, like that's always been a key kind of thing for me is I want to be able to learn and continue to evolve and grow as a coach and get better at what I do. But then also like seeing people and sharing information and and all the young coaches and you know, going over to the PGM booths and and seeing old friends and and meeting young guys and girls that are just getting into the industry and being able to share things with them, I I think is is really cool. I think it's important. You know, it's if you're going, if you're going to put yourself out here and you're going to share information, then I think you have to take time for people to answer their questions and and help them develop and help them get better. Because, you know, with the technology, uh, with all the things that are kind of coming out in the golf space, I really feel like coaches should get better quicker now. And giving them the tools and helping them understand how to use the tools to get the application they need out of them is important because at the end of the day, you know, we're all charged if we work in the golf industry to grow the game. And grow the game to me is about leaving it in a better place than than we found it. So, you know, if if I can help a young coach get up and going or share my experience with how I got to where I'm at, or, you know, you know, give them the inspiration to go out and to start their own business and to to kind of make a go of it as being a standalone coach, you know, I'm very happy to do that. So I really enjoy getting to talk to people. Uh it it means a lot to me. Uh, it definitely is cool. Uh, I'm not gonna lie about that. I I enjoy seeing people, enjoy talking to people. Um, I enjoy kind of moving around the show and and different different companies now, you know, want to talk to me that never did in the past. So that's that's always that's always kind of an interesting proposition as well. So I like I tell them all, I'm like, hey, I'm more than happy to test this product for you. I'm more than happy to kind of look at it and and give you give you what I think, but just understand that, you know, I'm gonna give you feedback. So uh I'll definitely tell you the cool things about it and the things that are really good about it, but I also don't mind to share with them the the ways that could be better. So uh I always give them that caveat. So hopefully they don't get too angry when I start sending emails back and forth with them. But you know, the show's really cool. Uh really enjoyed my time there. It's uh it's a long week, you know. It's it's like I said, the open forum, you know, went well past midnight. Um, and I I started that day at 3 a.m. in the morning, uh, getting on a flight to fly down there. So uh long days, a lot of talking, as you can hear in my voice, probably it's recovering a little bit now. But uh yeah, they're they're super long days, but they're good days. And get to meet a lot of new people, which I enjoyed, get to see a lot of old friends, and then once again, kind of get to see, you know, what the trend lines are in the industry, because that's that's kind of how I look at the show is you kind of look at, you know, how much space is given to this this segment of the industry, uh, how much is it growing, how much has it scaled back. And uh yeah, it's it's been really cool because a lot of these, a lot of these companies, man, I I remember seeing, you know, back in the day. Um, and they they were way smaller, right? And now they've grown. Uh so that's that's always cool to see. I'm I'm super happy for everybody. Um, and it's it's definitely one of those things I look forward to. I I definitely get a little hipster-ish and oh, I'm not gonna go and I'm not interested in this, that, and the other. But then you get there and and you remember why you went. So uh really appreciate it. Appreciate everybody that spent time with me. Um, I love everybody. Like it was a great time. So yeah, that's that's pretty much the PGA show. Like I said, uh, I definitely lean into the tech and the nerdy stuff. I'm sorry I don't have, you know, a recommendation on which driver you have to buy or anything like that. One thing I did, uh one thing I will say about the tech, maybe one of the cooler things I've seen uh in a while, and I don't, I don't think I've seen it. I don't really follow them on social media, so maybe they've they've put it out there more and I just haven't seen it. But uh I think, you know, I was a titleist guy for years. Like I was the staffer uh with Titleist for almost 10 years. And uh I always thought the oil can finish was beautiful. Like that's one of my favorite finishes in golf. And I see now to where they're bringing out uh, I think I'm pretty sure they're doing it in all the irons, but they're doing an oil can finish on all the irons. I think that's really cool. Like that's that's almost enough to get me to want to buy a set of titleist irons and get back into playing those. But uh, I thought the oil can finish was really cool. Uh the SM11 wedges are out, you know, they're kind of tweaked, you know. I I don't know how you continue to tweak Vokey wedges. Uh, obviously a very good wedge. And it's like they just keep refining and keep refining. And like I said, we'll see, right? When we we get them in our hands and we get them on the golf course, you know, we'll see is there really, is there really a difference between like an SM 10 and an SM11 when we get outside? Who knows? Right. So I always tell people a lot of the testing takes place in a lab. Uh, and the differences from one year to the next tend to be pretty minimal in a lab setting. And then we get out into the environment. And I feel like sometimes that difference gets even more small or more diminished than it was in the lab. So we just got to wait and see. But uh, good week in Orlando, enjoyed my time there. It's been a busy month, uh, a lot of travel. So I'm happy to be home. Um, happy to see my dogs and my wife. That always makes me happy. Um, and it looks like the rest of this year is really gonna be busy as well with travel. So I'm looking forward to getting out. Uh, as always, if you want to follow along, kind of a journey, if you will, uh, you're more than welcome to follow us on social media. You can follow the measured golf page. I don't do a great job kind of keeping that up to date as much as I should, but I do post more and share more through the force plate guy handle on Instagram. So if you're wanting to kind of see what I'm up to, what's going on, uh, make sure to give us a follow over at the force plate guy and measured golf on Instagram. If you uh want to check out the video of this podcast or you want to kind of get into some of the deeper stuff, we've got a whole ton of content outside of just the podcast on our YouTube channel, which you can find by going to YouTube and searching Measured Golf. And then if you can't remember any of that, you can just simply go over to our website at measuredgolf.com and click on there, and all the links are there, and you can kind of see what we're up to and what we have going on. So I think there's gonna be some cool things happening with Measured Golf uh this coming year. Uh, a few things in the works I'm not really ready to talk about yet, but I think there's gonna be some changes coming, which could be really cool and looking forward to being on the road this year. Um, I I really enjoy my time out there. Once again, meeting new people, getting to help people with their golf games. But if you're interested, you know, you're more than welcome to if I'm gonna be near you, if you see me kind of put that up uh on social media or on YouTube, if I'm gonna be near you, reach out. Maybe we can uh work you in or get some work done in person. If you're interested in having me come to you, that's always an option as well. If if you're a member of a club or you have a bunch of buddies that play golf and want to get me out there to work with you guys, that's that's always an option. And you can use the website to send me an email and let me know kind of what you're thinking, and we can put something together for you. Or better yet, if you're just sick and tired of looking at the snow like I am right now here in Michigan, uh, and you got maybe a garage set up or you got access to a simulator uh or a driving range that's open this time of year. I do a lot of virtual coaching as well, which has really been amazing. I've been pleasantly surprised with, you know, I was very against it for such a long time, and I didn't think that that was a good way to do it. But I've been pleasantly surprised. I've got uh, you know, a lot of my business has shifted to the online coaching, and I've had a lot of success with it. So I'm excited uh to be able to get people the help they need uh through the, through, through the internet, through, you know, do Kind of getting on the phone with people and virtually having a call and and zoom. I use Zoom to do it. Um, and it's been it's been really good, and we've had a lot of success with that. So super excited about that. Um, if you're interested in any of those things, like I said, feel free to reach out. Uh, you can just go to Measured Golf, you can send me an email directly, it goes directly to me. So it'll be me who reaches back out to you. So uh if you want to reach out, great. If you have any ideas, uh what you'd like me to talk about here on the podcast, those are always welcome as well. Uh, I would say the hardest thing for me in this podcast is just figuring out what to talk about and what people are interested in, because generally my interests uh maybe are a little bit different than others. So if uh you got some ideas or there's something you're just begging that I eventually talk about, reach out to me, let me know what your ideas are. And I can't guarantee that we'll do a podcast on it. But if you give me a good idea, I almost guarantee you I will because I'm always looking uh for what the next thing is we need to talk about that's gonna help people the most. So uh once again, appreciate you listening to the podcast. Uh, if you haven't already, please subscribe. That helps us out tremendously across all the channels. So if you don't mind kind of looking us up, giving us a follow, giving us a subscription. Uh, that really helps. Um, but yeah, thanks so much. Uh it's gonna be a fun year. I'm excited. I think we're gonna keep the podcast going a little bit. A few people have reached out and wanted to know like when we're gonna do a break again. But for right now, I think we're gonna keep it going, at least through the uh super cold months, because it gives me something to do outside of teaching. And I enjoy just kind of getting on here and sharing some stuff. So thank you for downloading. Thank you for subscribing. Uh, it really means a lot to me. I appreciate it. And as always, until next time, keep grinding.