All Things Fitness and Wellness

Emma Stallworthy on Pivoting from Gyms to B2C Success and Expanding Your Reformer to the US

• Krissy Vann

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On this episode of The All Things Fitness and Wellness Podcast, Krissy Vann interviews Emma Stallworthy, co-founder of Your Reformer, as she details her journey from traditional gym ownership to building a thriving B2C Pilates brand. Emma shares key insights on pivoting to the at-home fitness market during the pandemic and how Your Reformer is now exploring B2B partnerships.

She also reflects on the challenges they faced in e-commerce and logistics, providing a candid look at what worked and what didn’t. As they prepare to expand into the US, Emma discusses their business strategy, including setting up new operations in Texas. Fitness entrepreneurs and business owners won’t want to miss this episode filled with practical advice for scaling a brand.

Connect with Emma Stallworthy:
https://yourreformer.com.au 
https://www.linkedin.com/in/emma-stallworthy/ 

Connect with All Things Fitness and Wellness:
www.atfw.ca
https://www.linkedin.com/company/all-things-fitness-and-wellness/ 
https://www.instagram.com/allthingsfitnessandwellness/?hl=en 

#fitnessbusiness #pilates #yourreformer

Unknown:

Didn't know the ins and outs of our actual ecom systems so that we could stop the stock. But one of our biggest ethos in the business is authenticity and integrity. So it's about that communication. You know, mistakes happen, but how do you overcome them? What how do you respond?

Krissy Vann:

This is all things fitness and wellness, hosted by Chris Vann. Together, we're uniting industry thought leaders and fitfluencers on the mission to inspire innovation and encourage people to live a life fit and well on today's episode of the atfw podcast, I'm joined by Emma stallworthy, co founder of your reformer, a brand that emerged from both personal and professional challenges. Emma, along with her husband, Ben already had a full plate running successful gyms in Australia. However, when faced with the stress and overwhelm of trying to conceive, Emma turned to reform of Pilates as a way to find balance and relief. What started as a personal journey led Emma to become a certified Pilates instructor, and eventually, she and Ben decided to create a solution for people wanting to practice at home. In this episode, Emma opens up about how a personal struggle led to a new business venture, the unexpected challenge they faced during the launch and their recent efforts to break into the competitive US market. Emma's story is one of resilience, adaptability and finding new paths forward, and offers a lot of takeaways for fitness business entrepreneurs. Before we get to it, be sure to hit like and subscribe. We have new podcast episodes weekly featuring industry thought leaders and influencers. Plus, every week we have a new episode of This Week in fitness, where we crunch the latest fitness business headlines all in under five minutes. This is atfw. Well, I am so thrilled to be joined by Emma stallworthy, because you are making waves, not just in Australia, where you're joining us from, but certainly making this migration move into North American markets, and we're going to tackle the what, the why and the how with the incredible takeaways along the way. So Emma, thank you so much for joining me on atfw. Thank

Unknown:

you, Krissy. I'm really happy to be here.

Krissy Vann:

I was really thrilled because it's actually Deborah strugo, who we recently had on the podcast, who introduced ourselves to each other for the story of your reformer. And the thing that I love about podcasting is that you have the opportunity to learn, especially in this industry. People's deep seated, wise, they got into something, and this is an industry that I think people ultimately stay extremely passionate about throughout their career path. So I know this is a personal labor of love for you in a big, big way. So tell me a little bit about Pilates in the first place. We know that it's one of the biggest sectors of the market, but for you, it had a very personal poll.

Unknown:

Yeah, absolutely. And your spot on passion is one of, I guess, my core values. And I think what I've learned as I have gone through the fitness industry, we've been in the fitness industry for 16 years now. Prior to this business, we had a chain of gyms, and I didn't know until my I found Pilates and this business sort of came about, what it actually meant and what could show up when you combine passion with then your business skill sets. But in terms of reform, our Pilates, which is what we specialize in, but the modality of Pilates itself. I mean, I think one thing I love about it, it's so inclusive to a broad range of markets, men and women in different stages of their life, and a long, long, long list of benefits, which is why it's one of our missions to make it more accessible so that people can ultimately get those benefits as well. But I found it because, and my story is certainly not unique, but I type A personality working hard, you know, go down. I was hitting the pavement, running, doing all the hit style training, you know, really pushing my body hard. And then it wasn't until we started to try for a family, and nothing was happening, and my body wasn't doing what it was supposed to be doing that I had to really take stock and go look at my whole life, everything that I was doing. How was I managing stress? I'm prone to anxiety, you know, all those sort of things. And I had to basically find movements that would help me bring my parasympathetic nervous system and sympathetic nervous system back into balance, and Pilates is a great way of doing that. I did try yoga. I love yoga as well, but for me, Pilates gave me that fix of the strength and the empowerment of a workout, while still, I guess giving what my body needed to to go okay, this we can, we can support you in a holistic way. And as a result, I was successful. We were able to have children. I have two young boys now, so there's something very personal about it for me, and I continue to incorporate it now, you know, I know that it's going to be there for. Me my entire life, depending on the eggs and the flows and things that happen.

Krissy Vann:

I'm going to go back to something you said right off the hop when you were like, my story is not unique. Okay, there's a lot of people that sympathize with that, but that's why there's power in sharing the story. Because I'm sure you very much understand being in that boat. It can feel exceptionally lonely. You can start to look towards self and think, What is with me, etc, minds can be a very unfun place when you're going through something. So I want to acknowledge that, that like it's not a matter of the uniqueness. There's still power in that story. Secondly, because it is something that resonates with so many women. I mean, what was your mindset going through those struggles? It

Unknown:

is challenging. And I think the mindfulness piece of it, finding ways where you can support yourself and care for yourself. And you go through stages where we would be open about it. And, you know, we went through IVF with our first son, open about it, talk about it with lots of people, but then you get all the questions, how's it going? You know, what was the last like? Were you successful? You know? And then, so then you don't want those questions when you're not successful. So then it becomes a very small group of people, which, again, to your point, is isolating. So, you know, I think that's weird reformer in particular, what I found with it was I got both the strength and the workout that I was wanting, it completely changed my body shape. So in terms of body confidence as well and understanding the way your body worked, it was giving me something else to focus on, but then from a mindfulness perspective, and I did meditation throughout, and meditation does not come easy for me sit down? Well, exactly, finding time to sit down and do that is challenging. But, you know, I think you do reformer and you're meditating without even realizing, in a way, because you're not there's no time to think about anything else that's going on. You're really focused on, where are the straps going? Where are my feet going? What should my body be doing, you know, all of those sort of things. So before you know it, you flowed through, you know, 45 minutes of time, and it's a reset. And that was really powerful. Yeah,

Krissy Vann:

you know, it's flow state, really, that you're accessing. It's just challenging enough that the brain has to focus, but you're able to move from movement to movement, and it opens that up for a lot of people. I think that's what is so powerful. When people do embrace these types of modalities. It's the the surprise for people that maybe they're starting a fitness journey, and they don't expect to gain that. And so you have now created a business to open that to even more people. And I do want to highlight that you have set off the hop there, that obviously these are modalities that men, women, however you identify, can partake in. However, there is that emphasis on the women's wellness component. So before we dive into the business itself and how you grew it, tell me a little bit about the trends that you're seeing in regards to these focus of modalities like even when I think of Pilates, I think of, you know, pelvic floor obviously, is a huge component as well that we're hearing more of. So talk to me about the woman's wellness side and why we need more accessible things in this

Unknown:

space. Yeah, absolutely. I mean, the the woman's body is such an amazing thing, and it goes through so many different stages in life, and the impacts that hormones can have on on our bodies and and, you know, I think just looking at those and being able to support women is, is certainly that trend that we're looking at. You go, Okay, what stage is this particular woman in in her life? And how are we supporting her with movement? So, for example, like an obvious one is pregnancy. You know, really strictly. A lot of the time that you go through pregnancy, and the further you get along, there's less and less exercise you find that you can actually do. It's like, oh, we'll go for walks, but then I've got sore pelvis, so then that hurts. What do I do? So, you know, Pilates is a great way. That's I one thing that I guess I attached to it was, it was able to take all the way through, like, literally, Dean of Pilates session the day before I went into labor, and then it's there for you straight afterwards. So, and then, to your point, with pelvic floor, I think that that there's an educational piece that we don't even know the things that are going on or what in our body. You know? What is pelvic floor? What does that do? What's the purpose? Do you know that men have pelvic floor too, and so, you know, supporting, supporting that, that strength, and then there's menopause, and then there's dropping bone density. And what are the best ways to, I guess, life longevity, really, that's what we're all about, is improving quality of life and extending that life over time. So, and I think there's more voices. I think that's the biggest thing. I think, if I think about this, my time in the fitness industry, um, you know, it's been a boy playground for a long time, and I'm trying to be polite in what I say. But, um, you know, there's some real amazing women now. To and over time, has been having a voice and sort of really showcasing that there are differences and that there are things that we need to consider and and I think as well, where I love where that's going now is, you know, and you've said it a few times, Chrissy, the wellness industry, in the wellness space, that holistic approach to it, it's, it's really not, you know, what we're focused on is, you know, you won't see us do weight loss challenges or anything like that. It's not about that. It's about empowering. It's about strengthening. It's about improving better. You know, your your better quality of life, really. So that's, I think, that holistic approach, and that's what you get by having women brains in there and men brains all talking about the topics,

Krissy Vann:

absolutely, and I think you're plenty polite. I mean, the statistics are the statistics, and we can't help but those are the statistics. So we need the game changers and the voices to maybe even out those statistics a little bit. So that's why we have you. But on top of that, when you talk about that holistic approach, the great thing is, as well as that, the consumer is also craving that. And really, I think there was this tremendous shift for people realizing how responsible they had to be for their overall health and wellness after we went collectively as a globe through I mean, the word that's overdone is pandemic that being said, I know for you personally, pandemic is really a seed where your reformer was born. So let's start at the beginning of the story and learn a little bit more about what this is and how it came to be. Yeah.

Unknown:

So I mean, obviously I've talked about how I found Pilates and my love of Pilates, and as an I actually went out. I went full I went struck like all in got became an instructor. We launched performer studios in our gyms. We had a chain of teams at the time, and I was teaching a lot of classes and just really loving it. And so I had a reformer at home as well, and was using that. And then covid happened. Obviously, we're from Melbourne, so I'm pretty sure the stat is that Melbourne was one of the, if not the most, locked down cities in the pandemic. So you know that meant we had to pivot. We still had our gyms, and we rented out our reformers to our our members, and just

Krissy Vann:

a whole either. But how many gyms did you have? We had six. Oh, yeah, so that's like a big, stressful hit. So okay, so you're renting the equipment. Yeah.

Unknown:

So we rented the equipment. We were running live zoom classes, and then I was sending the link out to them all afterwards, and very quickly, saw the live attendance reduce, but the overwhelming feedback of, I'm loving this, having this at home, just doing it whenever I want. So you know, that idea was bubbling, obviously, and then when we reopened, they didn't, they didn't want to kick the performance back. I'm still going to come to my studio, but I'm just loving the convenience of it at home whenever I want, my family's using it, my husband's getting on it, whatever, whoever it was, more people are getting more access and enjoyment from it. And then really thinking about, Okay, well, reformer. I mean, yes, I had a reformer at home. And, you know, instructors, they often sort of were the ones who would have a reformer if you had it. But there wasn't a lot of options. It wasn't a thing to have a reformer home. And even if you put a reformer in at home, then how do you know what you're doing? Are you going to do a class? You're going to do a workout on it,

Krissy Vann:

especially anyone that has been on a reformer. I specifically remember there was a gym chain here called legri. And I remember my first degree class, and it was quite the workout, but I looked like I had never used my arms and legs in my life.

Unknown:

That. And just a funny story on that as well. You know, a lot of people are so highly visual, so in a class setting, when you really just left with the verbal cues of the instructor. I mean, I've been in many classes where I'm looking at a client going, Okay, I don't know how you just got into that position from the words that came out of my mouth, but okay, let's, let's try this again. So you know it's it. And so, I mean, for us. We wanted to make this a thing. I mean, I think I then went, Okay, well, what about the actual customer, who's our core target market? And really, I am our core target market, you know, busy professional mom who is juggling family kids, and, you know, there's no time to get to a class if we if it's open, you know, covid, there was no classes. There was nothing available. But, you know, just in general. And then the cost, economic pressures post covid as well, in terms of, you know, looking at budgets and and how much does it really cost to keep up with the habit that you love? So we really wanted to make it accessible. Cool, and that's really where the idea came. We sold the gyms and started the business. I in labor actually, when our seven day snap, lockdown in Melbourne was extended for open ended, we don't know when we're reopening, and we went, you know what this business has got to go live. So we went live six weeks later,

Krissy Vann:

wild. So what were the steps to create the actual business? Because it's one thing to be running six gyms. Obviously you have, you know, a lot of know how in regards to operating and maintaining a business, but in regards to creating a product that's now going to be going out to consumers. It's a different foray, right? I'm sure there was probably a lot of learnings on that little adventure. Absolutely,

Unknown:

ecommerce, we had no idea about logistics. We had no idea about, you know, even marketing in gin land, really your marketing, it's so local area, you know, it's within 510, kilometers of your gyms, is where people are going to come from, so a very different landscape and lot of learnings. But I think one thing we've adopted from the very start and continue to do is partner with experts, bring great people within the team, so that together, we can achieve this, these great, you know, ambitions that we have for the business. We I think, from our background, we always had the customer at mind, so that customer service is so important. We wanted to bring the studio experience to the home. So we have an app we filmed before we even launched. We wanted to have, you know, a certain number of classes available, so that they would be using the products and getting the benefits and talking about it. That referral word of mouth is so crucial, particularly as a new business. And then I think the other thing was, at the time here it was covid, people were looking for stories, looking for a community, looking for that connection. And I think we still are. So that engagement piece was really important to us. So whether it was on socials or it was on emails, it was my voice, talking to them, aspiring there to them, around our vision, and relating to them in in a great way. So I think those things combined sort of allowed us to default it from where we started. But yeah, definitely partnering with experts so that we learned what we didn't know. Did

Krissy Vann:

you or do you recall some of the biggest obstacles you encountered in making this pivot? Because I, as I say, a lot of learnings, and those are where other people end up learning from those, perhaps missteps or things that surprised you along the way. Yeah,

Unknown:

I mean, we sold out. We sold stock we didn't have within the first hour live. Oh, wow. That was our biggest mistake. Is that we didn't know the ins and outs of our actual ecom systems so that we could stop the stop. But one of our biggest ethos in the business is authenticity and integrity. So it's about that communication. You know, mistakes happen, but how do you overcome them. What? How do you respond? So it's really about that communication with the customer and taking them through, you know, what's happened, and then providing options and solutions, not hiding away from it. Logistics is a big line. I mean, those first few months, there was lots that lockdowns happening all over the place about what's impacting that it's been, I would say those two pieces, the E, com, learning that whole ecosystem, and then the logistic pace. I think you've just got to have a positive mindset and be open to things happening, knowing that they will. And like I said, it's just how you respond to them, so not panicking. Collaborate with your team on okay, what is the best approach here? How can we turn this into opportunity? Sometimes, definitely.

Krissy Vann:

Well, I mean, especially once that happens, word of mouth spreads as you get more stock and you're ready to go again. I'm sure people are like, I better snap it up first, or else it might be gone. And I mean that word authenticity gets thrown around so much, and I know it's something so many, even massive brands try to emulate and say that they stand for, but to be the person that's kind of like, Hey, this is exactly what happened. It's such an important thing to highlight, because generally, human beings are going to be very open to receiving that. When they understand and they feel seen like, Okay, you see that this was my customer experience. It didn't really go the way I thought it was gonna go. And you're like, yep. We did not plan it to be like that, but here we are, and here's how we're gonna fix it. So there really is. It's the simplest of things, but the honesty of that is. So very important, because that could have damaged your credibility right out of the gate, like that is a pretty big thing. That could have been a huge hoop, but it didn't. It catapulted you instead. So talk to me about scaling and expanding as all of a sudden you're like, Okay, this actually has some legs.

Unknown:

Yeah, it's been a ride. So we've, it's, it's crazy to think we've actually only launched just over three years ago. We're now across Australia. We're the leading Pilates supplier in Australia. We're across B to B as well as B to C. So within the first 12 months, we started to have some really great traction in the commercial department. So I think something that we do is it's in our DNA. We love change and we love to innovate. So we're always looking at different product launches and different things that we're bringing out. That's but because we have a very clear mission and a very clear brand and guidelines, you know, it needs to still fit in with all of that, because I think you can very easily, especially as entrepreneurs, get kind of distracted, and go, I'm gonna do this, and then I'm gonna do this. So no, no, does it make sense to what you're doing right now? And then expanded to New Zealand, and now, yes, as you mentioned, Krissy coming over to the states. We launch in three weeks. So it's very soon. It's being a dick, but we're really excited. And I think the thing is this, there's a real boom in Pilates, right? And like I said, we're trying to make it more accessible, whether that be in people's homes, because it's a convenience factor. It's an affordability factor. It's, you know, if I think about we have a lot of men taking up reformer now too, that, yeah, I

Krissy Vann:

noticed that even in my own gym,

Unknown:

wow. So Well, what I'm finding is that even still, like, there's some confident people that are up to going into a studio environment where it's still very female dominated, and that can be internally for them. But I think you know, coming from our option where you can have it in your home, they're starting to try it because no one's watching. There's no judgment. We've got beginner classes, so they can just start where they're ready, and then then they're like, I can I can see why people are loving this. And then you've got athletes and things like that are starting to show, which obviously, you know, people get behind as well, but and then, yeah, from a B to B perspective, accessibility with digital enhancement. So I think I meant I mentioned earlier on about that whole, how do you translate a verbal cue into what you're doing on your reformer and left to copy the person next to the next to you sometimes, which might not be the best for more even the right move. So that visual element that we have in our products to enhance essentially the whole experience. And you know, 24/7 reformer on demand is really starting to become a thing here in Australia and right. And I see that getting a lot of legs globally as well.

Krissy Vann:

Was the intention always to go B to B as well as B to C? Or where did the decision happen to pursue that

Unknown:

great question? No, we were, we would be to say that, that's my passion, for sure. But what, I think, what happened was we had, we got some organic traction, just because we were really great price point. Our reformers are really great quality. And then the esthetics of our brand and the style and the design of our beds and accessories, we had, you know, boutique studios coming to us to go, I'd really love to put these in my studio. So that happened organically, and then we exhibited a trade show here in Australia. And off the back of relationships that we had already from our 13 years in the fitness industry with our gyms, we were able to land some really big deals, and that catapulted us so, you know, that gave us authority in the marketplace from a commercial standpoint. And then the digital solution is really, I guess, that edge that we're having in terms of, you know, yes, we've got great hardware, but then they're able to now pivot their model, their business model, and capture a market that they weren't capturing, that they knew was growing, and either retain more members, attract new members, no matter whether they had the space or the resource. And, you know, think about regional like Australia, right? Australia's Got, it's such a large country, and there's towns where there's very little people there. So regional areas where there's a shortage of instructors, or they can't find instructors, how do you even if you wanted to provide reform, or how do you so we call it kiosk Pro is a great option for offering that to their community. So as you're now.

Krissy Vann:

Foreign into the United States, which obviously massive market. But to your point, you've built the credibility in behind you. You've already done an expansion into a second country, doing New Zealand, so you've dipped the toe into this process. But what has been necessary to make this leap into the US market, what have the last few weeks, months, maybe even longer than that, looked like to make this big leap.

Unknown:

Yeah, so New Zealand, you're right, was a great test. But what New Zealand showed us was we did just dip our toe in New Zealand. So we're selling direct. We haven't set a team up on the ground or anything. So we knew that off the back of that we for us to go to the States. It needed to be all in. So we needed to bring our whole business model, the rental fleet, the retail side of the business, the commercial side of the business. So that meant setting up business on the ground, finding teams, you know, doing every it's been, there's been a lot we've had we use monday.com as our project management tool across the there's been a lot of Monday boards going on with the team and the team here. It's been something exciting. So I'm not gonna lie, the last two months has been hectic,

Krissy Vann:

but I would question you if you were like smooth sailing, like not even

Unknown:

no early morning calls, you know, no, it's, it's been, yeah, we're really excited. So, you know, we're really at the finish line now. But there has been a lot of things that we did not know even, I mean, the doing business in another country is different to your own. We had to learn about employment relations and how that side of the business works. The tax side of the business over there is a new world for us. So, yeah, it's my motto. Is a bit of a learn as you play. So go in open minded and and just be ready to pivot when needed.

Krissy Vann:

Where exactly are you setting up your HQ in the States? So we're in was starting

Unknown:

off in folk house. Of our warehouses in our we'll have a warehouse showroom and head office HQ

Krissy Vann:

there. Oh, amazing. Well, I'll have to make sure that I connect with you. I often travel out that way. Obviously, there's a lot of fitness shows that happen that way. So when the time comes, maybe we can get a little behind the scenes look at the operation, but I'm just curious for yourself, as you like, reflect on your journey and you go, this really just sparked out of a personal need and something that resonated. When you look back, what do you see in regards to how you've changed through this process, because those are some huge leaps, and not that many years.

Unknown:

Yeah, I changed a lot. I think I learned through the process, prior to this business, to just control the controllables and and be open to feedback, and be open to open to change. I mean, that's something that anyone we've brought into the business, I have said, just know you are coming into a face of change. So get comfortable with being uncomfortable. But we're all in it together. And so, yeah, if I think back from the very start, I mean, we just had our monthly company update on Monday, and my word to the team was all the feels. I'm feeling all the feels right now. And I'm a feel like that is we talk to any of my team members, they will say to you that M is the the feeling of the business, but yet pride, motivated, excited, overwhelmed, but where my myself, personally, has shifted is really moving into more of that leadership role. We have such an amazing group of people in this business who are all really passionate about what we're trying to achieve as a business, so we're all really aligned collectively on on where we're going. And so my job really is to be able to ensure that decisions can be made fast and that they have the right tools and autonomy to deliver on what they're here to do, so that we're they're all feeling like supported, and we're all here together, and they've got that clarity, yeah, and what that future looks like. And, I

Krissy Vann:

mean, especially having a leader that is so rooted again into the why and so passionate. I mean, it really does cause that top down ripple effect. But what I like that you highlight is hiring the right people and giving them the autonomy to get the job done while ensuring everything is kind of operating on the right tracks. You're stepping into this big leadership role with an expanding team and expanding markets, but for yourself. Health. Nobody does it alone. So along this journey, who have been some of your most impactful mentors, or even if you don't want to highlight who they were, what are the biggest things they've imparted on you that have helped you along this way? Because, I mean, the value of mentorship cannot be understudied.

Unknown:

No. And look, we So, I mean, firstly, I need to do a shout out to Ben, my husband, who we work with, and we worked with for 16 years. So we are ying and yang, so you know, he's probably my first and the growth in him that I've seen is incredible. He is amazing. And we talk about being able to take on feedback. That's not generally easy for most people to hear constructive feedback, for sure, he is one of those unique people that actively seeks it out and just sponges it in, takes it on board like no one I've ever seen. And so it's just that gross mindset is really innate in here. So he and I are very aligned in terms of goal setting and dreaming, essentially vision boarding. So he motivates me in terms of letting this again, another family member, my dad, is a amazingly clever accountant, and see if he's been very supportive of this business and very helpful in terms of forecasting and, you know, creating models and things like that, so that we really knew we had the right mix and we knew what our capital requirements would be and when and And and what the numbers would look like. So that's that's been crucial. And then we worked with business coaches, and we worked we worked with advisors. And I think the key learning from that, that I have had is there was one business coach we worked with that, really we worked with for probably a good 12 to 18 months too long. You think sometimes you can outgrow, not outgrow, but require something different to continue to grow. So it's about recognizing that when's it, is it feeling still right for you? Are you still getting what you want from those advisors and mentors? And I do think there, it's really important to have someone that you have, particularly as a business owner, it's really lonely. You know, you want to have someone that's holding you accountable that you know is next time you catch up, they're going to say, Well, what have you been working on? You know, what are your focuses? You don't get lost along the way. But yet, recognizing when the right time to find a new one that's

Krissy Vann:

such valuable feedback, because, and there's nothing wrong with that. I mean, I think of even in like, a therapy dynamic for just people in their human life that happens in the life cycle of that, where they're like, we've worked through this far, and then sometimes it's time to part ways, and it is important to have that awareness and recognition, especially when you are on growth mindset, growth trajectory. So kind of On this final note. I mean, by the time this airs, most likely the big day has happened, and the launch has happened in the United States, which I'm sure, as you're speaking right now, you're probably like, God, these are going to be the longest three weeks of my life. But as you're there, you talk about the fact that the two of you are about the vision boarding and the dream and what things look like going forward. So the fact that you are rooted in making change in this fitness space that intersects with our overall wellness and has an impact on people's lives. What is the ultimate vision? What is the ultimate goal that you see in the mind's eye?

Unknown:

I mean, we would just love for your reformat to be a global brand. That's That's our goal. So I'd love to say a household name, but we have to be really accessible in America. So yeah, that's our focus. So making it more accessible and getting on a global

Krissy Vann:

standpoint. Well, Emma stallworthy, I wish you all the success and congratulations. That is a huge leap to make your way all the way across into North America, and I do look forward to having the opportunity at some point in the future for getting that behind the scenes. It's something we'd love to share over here at atfw as well. But Emma, I know you had to get up bright and early, and you're still busy, mom, on top of all the other things. So thank you so much for taking the time and space to share with us on ETF W today,

Unknown:

of course, Chrissy, it's been my pleasure.

Krissy Vann:

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Krissy Vann

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