Why Founder Content is a Non-Negotiable in 2026 with Lyrik Fryer

What if building a global media team didn’t cost you thousands… but less than $500 a month?

In this episode, we sit down with Lyrik Fryer, co-founder of WorkPlay Branding, a platform that’s redefining how founders and brands create content at scale.

From shooting content herself 7 days a week… to building a global creator network across the U.S., Canada, Australia, and Europe, Lyrik breaks down exactly how she turned a creative service into a scalable, recurring revenue machine.

We get into the real strategy behind her “no-brainer offer,” how she leveraged relationships and brand positioning to grow, and why content infrastructure, not just content, is the real unlock as a founder in 2026.

Keynotes & Chapter Markers:

• 00:00 – From side hustle to global platform
• 07:03 – Scaling through demand (and never saying no)
• 10:03 – The “give it away for free” growth strategy
• 13:14 – How the $497/month offer was created
• 21:32 – Systemizing creativity (KPIs for content)
• 26:42 – Why founders MUST build a content infrastructure

Connect with Lyrik:

LinkedIn: https://www.linkedin.com/in/lyrikfryer/

Instagram: https://www.instagram.com/lyrik.fryer/

WorkPlay Branding: https://www.instagram.com/workplaybranding/ 

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Transcript

00:06
Welcome to The Takeover with Tim and Cindy, where we show you how to dominate your market.  Let's get winning.

00:16
What if you could have an in-house media team for less than  $500 a month? That is exactly what Lyric Fryer and the Workplay branding team have built. Lyric is the co-founder of Workplay branding, the number one global platform producing brand media for founders including Kajabi, Amy Porterfield and Kate Northrup, now operating across four countries and generating multiple millions in revenue. Today we're diving into how she built and scaled Workplay into a global creative platform.

00:46
the role tech and AI are playing in that growth, and what's next for the future of founder-led brands and brand media. This is an episode you don't want to miss. Lock in, let's go. Welcome to The Takeover Lyric Fryer. So excited to have you on the show. I am so excited to be here. Thank you so much. It's going to be a fun conversation. You all are going to love Lyric, so stay locked in. Lyric, you are the co-founder of Workplay Branding. Take us.

01:14
Back to the beginning, how you got started. Shed Light, and you are the co-founder with your mom. Such an interesting  relationship. Take us back to the beginning, how you all got started. Totally. So back in the beginning of WorkPlay, the inception of WorkPlay, I was just graduating  college. And at the time I was playing D1 soccer  and I was also kind of side hustling a bit in Miami.  And I was working on the set of a eReality TV show and I was doing

01:42
personal branding for all of the girls that were on set of that  show.  And so I learned a lot just  through that in terms of how to create a brand from a visual point of view. think a lot of people think  of branding in terms of like color palette logo. And I always really loved how the visuals, like the photos, the videos  could tell a story. And so  I was very interested in that in college while I was playing soccer.

02:11
And so when I graduated,  I was actually a medical redshirt for two years. So I tore my ACL and so I had a lot of time on my hands  and I decided not to do my masters because my mom had approached me  and said, hey, you know what?  I've had this recent falling out with a separate business co-founder partner. uh I really only want to go into business with my family at this point or someone that I really, really trust.

02:39
you've got a good thing going on down here in Miami. I've got a huge network of business owners that would really find value in this because at the time no one was online. Literally no one. And so we came together, we created Workplay branding. At the time it was more of an agency where we would go from start to finish in terms of branding. So we would do our color palette logo, messaging.

03:06
But then what we did is we added this photo shoot and social media piece of it at the end. And so people kept coming back to us for the visual side of it. And so in 2021, we said, you know what, why don't we scale this? And what that meant for us at the time is cutting the fat from our process and only focusing in on the visuals. And so what that looks like.

03:31
even now today  is $497 a month and you get access to our worldwide creator team and you can create any type of media, photography, videography, iPhone content creator  in pretty much any major  English speaking city. So Australia, Canada, US, and then parts of Europe as well. So cool. It is so impressive what you all have built. I think about WorkPlay, I think about how you all have  dominated your niche and you mentioned it, right? You had

04:01
kind of a suite of different service offerings to identify the one that clients kept coming back to you for. How important do you think it is to niche down and where do you see companies or founders get it wrong? Yeah, well, it's so funny. I feel like people think of niching down as I can only serve this subsection  of the market, which of course is super valuable.  But we've always thought about niching down in terms of  can we  create a process that would work for

04:31
a more generalized group of people like a business owner or a personal brand or someone who owns a business or is selling something. And so we really got clear on our process. And then having that process be able to be implemented to everyone that has the same pain point of creating media online allowed us to just explode in that area because a lot of people want these bells and these whistles on their process.

04:58
Whereas we really found, okay, there is one problem that is happening here when it comes to creating content and it's expensive  and it's hard to find talent for it.  And it's that piece of creating the photo and video that is on brand for you. And now it's even become  an even bigger problem because the demands of content have just skyrocketed.  But I would say like  meishing down to me really looks at finding one.

05:26
problem and then expanding from there. So good. I love that. actually haven't heard somebody talk about niching down in that way, right? It's usually niching down is niching down as under person, a specific demographic or audience persona. And I think that's so brilliant because scalability then is a lot easier because you're not narrowed down in your target audience.  As a marketer, that is brilliant. So I love that.  How have you seen your team and your process evolve?

05:55
Right. As you're mentioning, and we've seen it, just the rise of social media, founder led brands, all the things. How has WorkPlay had to evolve over time to kind of cater to that demand and the shifts in the industry? Yeah, totally. I mean, I feel like WorkPlay has really grown organically through demand. And so when we started, it was 2019. And at the time I was like bartending just to make ends meet.

06:21
later, I was able to go full time, but we all know what happened in 2020.  And so I was going full time with WorkPlay when  2020 happened.  And there was just this rush of people like, oh my God,  no one can come into my service based business.  I can't meet people in person. I need to get online. So there was uh a circumstance shift that  kind of propelled us into this demand, if you will.  But

06:50
At the time, it was me and my mom creating the content. We were flying everywhere. so we, mean, just to put myself back in that whole era of our company, we were doing seven days a week, every single day of the week, shooting, creating content. was crazy. grinding. Oh yeah, we were grinding. And so we had to almost be pushed into like,

07:18
Like for us, we  never said no. We never said, no, we can't service you. There's a wait list. We always figured out how we could make that happen. And we worked on why. We're very systematic people as well. we weren't just like, oh, let's just hire this person and put them into,  know, throw them into the wolves. But we definitely uh hired based off of demand and just survival. think  we are not afraid of hard work.

07:45
And we're not afraid to create the system on the fly and make it perfect so that  it can work right away. And WorkPlay, as that was happening,  we knew that we had to get more creators.  We realized that the more demand and the more people who were popping up in different cities, they needed a creator in that city that could service them.  And so again, it was just this evolution of we've got to survive.

08:11
We don't know if the demand is going to stay. So we need to make sure that the systems are solid and we're not just like,  you know, weight listing people. And so we've never ever turned away anyone  for our own capacity reasons, which I'm really proud of. Yeah, that's powerful. That's powerful to say. What has been the biggest like unlock in your growth? Like how have you all scaled? Has it been through referrals? Is it word of mouth? Like walk us through behind the scenes on

08:40
how WorkPlay has grown so rapidly. Totally. So we  really value relationships. We also really value brand.  Like our marketing strategy is a huge, has like huge lights around brand because we know if we pour into brand, the marketing and the sales will all come.  And so when we think about how do we grow WorkPlay, we think about aligned brands that are where

09:07
we want the Workplay brand to be and how do we get side by side with them? One of the ways that we did this starting a few years ago is we actually partnered with household name brands or really popular founders to show them what we could do. Part of Workplay's allure is that we do it at a really low cost, but we have exceptional talent. We do it at a really high quality of work. so,

09:34
that when you're telling it to people, people don't believe it. And so we started offering it to these household name founders. We're like, no, we can change your life here. Just use it one time. Just test it. Right. test it out. I promise you. um It's systematic. It's unlike anything that you've ever tried.  And so we started giving it away for free. Like we're, that's one thing about us. We are not afraid to give anything away for free when it aligns with our brand and marketing strategy and through

10:03
generosity,  we were able to really,  with integrity, capture so many people  in terms of like, wow, like they're backing us. This founder who has  200,000, 300, 500,000 followers or in their audience  really believes in this system and they start sharing it. And so we're very  intentional about our gifts that we gave.

10:28
different brands and companies and the companies that we even like approach a pitch to do that. So good. So then you kind of intro to yourself to the person that had a lot of followers and maybe their community. And then from there kind of started to snowball because their audience was essentially seeing the amazing content that you all were creating. Yes. And I would also say like in the beginning, when before we had a network,  we had people who

10:52
we would create partnerships just to intro us to people.  And so that was a, we were able to kind of  jump through the gatekeepers of it through relationships like that. Cause we knew if we just get to  that decision maker that we could change their life, they would be impressed. But getting there, I know is sometimes hard. And so,  yeah, we had, we had people that would literally just intro  us to people in their network. So good.

11:20
Such a powerful strategy, very interesting. Haven't heard anybody talk about that on the show. I think about the power of a no-brainer offer. When I think about work play, you will have like a no-brainer offer. Was it always that price point, the $4.97 a month? How did you all distill it down to that? And then of course, you have to make profit margins internally aligned and make sense. But I mean, from a sales and marketing perspective, no-brainer offer by far.

11:46
Oh yeah, no, I mean, I'm glad that you're bringing this up because I think about no brainer offer  and messaging all the time. That's all I'm thinking about. How do we make this no brainer? How do we make this no brainer?  I was even on the phone with my mom, who's my co-founder today, going over this investor pitch and we're like, I'm like, how do we make this no brainer? What can we add to this that is going to make this a no brainer approach because it makes sales so much easier. oh

12:14
I think that's just a culture in our company and our team and our marketing and brand department is always that. So I'm really glad that you brought that up.  How we did that in the beginning  was, as I mentioned before, we were more of an agency model before we turned into this $497 a month membership. In that agency model,  the full package was $6,000. I don't really remember how we came up with that price.  But it was.

12:43
thinking about it, I think it was six steps and a thousand dollars  each. 997 each or something like that.  And that's how we kind of like priced it out and like made it like, hey, this is what you're getting at this time.  And so when we scaled it down to just the photos,  because we were just doing a one time project based service, we realized, okay, we have to have this continuous

13:09
service that we give them, which is how it's going to turn into this recurring revenue.  That was one thing on my mind is like, how do we get MRR? I didn't like in my own nervous system and body the fact that every single month we would have to go and find new clients. I wanted something that could be reoccurring that people could stay in forever. um And so when we realized, okay, we need MRR, we need the part of the service that people want, which is the visuals.

13:39
And I'm like, okay, well, what if we just over the course of 12 months, just divide that by 12, like 6000 by 12. Right.  Where we came up with $497 every single quarter, we do a photo shoot at the time.  And  that's honestly where it came from. It wasn't like  anything where we were thinking about it ahead of time. It was really more so  coming from a place of need.

14:09
and scale structure around the revenue that was going to be sustainable rather than something that was just project based that felt like it was almost like anxious.  is the next client coming? Like what's going to happen? I actually had to really convince my mom at the time to do it because  she was scared that

14:29
Okay, we're not going to get these big cash injections.  We had to like build it up. But again, we weren't afraid of hard work. And I think we scaled at the right time because we didn't have teams. So making that shift, our margins were um quite large because it was just us doing the work. Right, right. Yeah. That is like a back and forth that me and my co-founder Tim have as well. It's like, okay, it's not a huge upfront cash injection, but you're thinking about long-term value, right? Of the client.

14:58
and that no brainer offer, bringing them in upfront, and we talk about this so much on the show, at a no brainer offer, and then prove, show them the result that you can actually get them, show them what it's like to work with you, and you have that client forever. So, love that you are mentioning this, we are so aligned. Let's talk about this kind of co-founder relationship.  How do you and your mom work together? Who's like a visionary, who's integrator, walk us through like how you all are complimentary and maybe in some areas even the same.

15:27
Yeah, totally. This is like my most asked question. I think people are so curious about it because it's my mom and I'm her daughter. So it's like, how do you run a business? What does it look like? And I have to say we have a COO. So she is

15:44
One of my best friends, her name's Sierra, she's been my best friend since like sixth grade. Like she's a family friend at this point,  way before WorkPlay even existed. And she actually moved down to Miami with me after she graduated college. So  we were growing WorkPlay, all three of us together. And I have to mention her because  she allows us  to stay in this visionary seats  with WorkPlay while...

16:12
Workplay as the company, as the machine runs, and she is totally on top of that. And so  we,  from a leadership standpoint, me and my mom really sit from ideation, collaboration.  Our day-to-day is extremely creative. How are we gonna do this? How are we gonna pitch to this person?  What's this partnership? And so I think we really share that role together.  I think, uh you know,

16:40
after she actually had brain surgery in 2021,  which was a huge uh thing for us, not just like as a company, but also as a family. Yeah, wow.  Yeah, it was  a pretty intense time. And so  what happened during that time was then I had to kind of play that bridge between us and Sierra while she was recovering. uh The company actually  3X during the time of her recovering. And it was like,

17:08
six month, three to six month span  when she was completely out. So when she came in, the systems were completely different because they had to be. We were growing at such a fast rate.  And so that really like pulled her into the visionary seats. Cause I know sometimes like as a CEO, sometimes it's hard to let go, right?  course too.  So I would say  from like just a,  just say like culture standpoint,

17:37
I really bridged the gap between us and Sierra. Sierra, you know, works with the team.  We don't really have a huge part in that. She manages and works with our entire team, all of our clients.  And then again, that allows us to sit in the role. But I would say I  tend to bridge between  Sierra and her. So good. Yeah. Very, very clear roles. I love that you work with your mom. think it's so powerful and she is amazing. We'll have to have her on the show. We should have just done the both of you because...

18:04
She's fantastic. Loved meeting her in person.  I'm curious, you kind of touched on very briefly culture.  What does culture look like for your team as a remote team, number one, but then also as you're hiring these creatives like across the globe, how do you maintain culture? Totally.  Well, I think the culture of Workfight

18:25
has,  it's definitely evolved as the company has evolved. And this is the one thing that I think we're always trying to figure out.  The company has scaled really fast in a really short amount of time and  we value innovation so much. And so sometimes when you're innovating so much, it's hard to pull the culture with  the company. And so  I think  in that area, we're constantly trying to get.

18:53
better. But I think what we've done a really good job of  is understanding the needs of our team instead of like  the needs of  maybe the company per se.  And I say this because  with our creators,  I want to make sure that they're not just supported in work play and the work that they're doing here, but they're also supported in their overall careers as creators,  even outside of work play. And I think pouring into them there,

19:22
they really come back to us and pour back into us and are  loyal to us. So  I always look at first and foremost, like what did they really want even outside of the company and how can the company create that for them? So it's a really like, it's a give,  which is interesting. And  I don't really see a lot of people talking about that, but I think naturally that  we then create this culture back into the company.  We also,

19:51
like all of our systems behind the scenes are all based around performance.  And so although we give a lot, we also expect a lot from our team in terms of, uh you know, the type of creative KPIs we even set to them for every single workplace shoot. Like we have really high standards at WorkPlay. And if you're not meeting  them, then you're not getting shoots  and you're not on the team. so  that's

20:18
shift. We made that shift in 2024, I believe we started to migrate into this more performance based culture. And it has changed the company night and day. I just think people are hungry. They're hungry to do better. They're hungry to do more. And I think that just makes a for a better, more talented creator that can do more even outside of work play and their own careers. And it makes for a better experience for the workplace member.

20:47
Yeah, absolutely. I'm so big on, and this is the culture that we have at P Mart, when you pour into your people, just like you're mentioning, they want to pour into their work, right? And when you can tie their personal goals or things that they want to achieve professionally to the success of the company, you have that kind of reciprocity going back and forth. So I love that you mentioned that. That's so powerful. um Talk us through, you kind of mentioned KPIs, so I'm so curious, what does KPIs look like for a creator that's like

21:17
doing photo shoots and videos. Can you give us some insight into that? Yes, I can't explain exactly what they are, I will uh explain a few just so you guys can get an idea. Because this is really workplace, like proprietary stuff. I'm going to give you guys a little taste.  As far  as our KPIs from a creative standpoint, it's, I think, important to understand the way that we look at creative.

21:46
The way that we think about it is that it can be systemized. Like a lot of people think about creative services. I was talking to someone who does like hair and makeup  and they were like, you cannot systemize talent or creativity. I was like, try me. If you can.  Your brain is thinking, right? Absolutely. Whether you know it or not, your brain is going through a process when you are in the mode of

22:11
I just don't think people are aware of it because sometimes it comes faster or easier to other people than maybe someone else who's more logical. So there's absolutely a system that you follow when you are in a creative process. And so when we're scaling work play and hiring work play, I laugh at this because it's so true. My mom was like, okay, we have to somehow replicate you. So what I'm gonna do is I'm going to...

22:40
come on issue with you and I'm gonna write down everything that you're doing.  And so a lot of our KPIs were derived from those things.  And then a lot of them were derived from data from client feedback.  Why does a client like this photo versus this photo?  And standing pattern recognition between that data to then form the KPI around it.  So there's creative KPIs based upon the actual quality  and

23:09
There's certain rules in photography and videography that you should be following to take a good photo or a good video. And so KPIs based around that.  But then we also have KPIs based around personality.  One of the  main uh KPIs that we look at in the hiring and certification process is  can we sit with this person one-on-one, just one versus the other, not  as a group.

23:37
And can we do that for two hours with this person? Do we want to do that with them? If the answer is no, then they don't get hired. They don't pass. It doesn't matter if they're super talented. If their personality is not the culture of our work play creator or what the persona of the work play creator is.

24:01
then they cannot be certified. And I think that's really important. We have a plethora of other personality KPIs, but that one holds the most weight for us.  And it's a gut check. And so in order for us to even  scale our certification, all of our certifiers on our team that actually do the certification,  we have to trust that their gut um is correct in that and that they understand the work play persona in that way. And so when they are certifier,

24:30
we do trust them. And if the answer is no, and we try and tell them, because I think, I think when you're getting to know someone and you're in that hiring process, it's so easy to be like, Oh no, okay. See the potential in them. And we really have to, we actually have different steps and different certifiers at different points of that to combat that because even I can do that. It's like, I already had a 15 minute conversation with you. like, I already love you, you know?

24:59
you're not that work play  creator persona, I can't hire you. And so it's really hard to turn off that emotional side of it, that bias side of it.  And so  we have different layers as well to combat that. um that's one of our main  creative KPIs and then also personality ones too. I love it. As somebody that loves operations, I love that you've thought through all of this. This is like a joy to listen to. You all are.

25:27
of course exceptional what you do, but the level of detail to track KPIs on creative and video, I think that is exceptional. Haven't heard that ever. So props to you all. You have seen the industry evolve over time, right? Creative photo video,  and now it's 2026 and founder led brands are dominating, right? It is the founder, that is the face. How important do you think it is? Just like founder led brands overall, and where do visuals and what you all do come into play?

25:56
Oh yeah, it's absolutely massive right now.  I think workplace been around long enough, as you mentioned, to see these trends ebb and flow and to see how  things come in and people will freak out and be like, oh my God, like we have to go all in on video. then, but now it's like kind of coming back. It's like photo is kind of a thing now again.  And so these trends come and go. So it's always important to take them  with a grain of salt.

26:22
But absolutely right now, the face to the brand is so important because you've got these things like  AI coming into play.  we can talk about AI visuals and I absolutely love them. And I think there's a time and place for them. But I think  it's important to understand why these trends are created  and how humans even connect with other humans.  Online, you have to have a photo, you have to have a video  in order to post or do that. And people are looking for those connection points.

26:51
it makes sense to me that everyone is going in this founder led era because again, there's all of these AI uh content creation processes that you can now do and implement.  And so I think with founder led uh brands, it's really important to have uh what I like to call a content supply chain or a media infrastructure.  How are you  creating media in your business for your personal brand, for your

27:20
company brand and how are you doing it in a systematic way where it's not taking everything out of you?  These  huge brands like Cody Sanchez, Gary Vee, Alex Hermosy, they prioritize visibility and you can tell and think about how many pieces of content they have being pushed out there and not just like  the same brand shoe over and over and over again. No, it's like.

27:45
video, it's different brand shoots, it's different. It's all sort of different assets. It's because they have in-house media teams. And so I always tell people now  is you've got to have a media infrastructure in place to keep up with the demand  because it is going to be your face. That's going to drive a lot of the engagement for your company brand. And that's going to require energy.  I get a lot of...

28:10
DMs, calls on my schedule. And they're like, I just don't like creating content. Like we're have to suck it up because that's  what the era we are living in, the people who are doing it are getting ahead.  And they have media infrastructure in place in their business. And they have media teams that are able to  meet them wherever their business is or wherever they are as well. 100%. Yes. Found a little brands are dominating. I think it is.

28:39
are non-negotiable. And I think if you are still negotiating on the fact that you have to be showing up as a founder, you are going to be left behind. The ones that are winning and dominating in their space are being visible. That is the word of the year, visibility.  But they're doing it in a way that is intentional, that is strategic, and they have a plan and a strategy.  Love this. You briefly touched on AI. So let's talk about AI, how you all are leveraging it at work play, and tell us about your new platform that's coming up.

29:08
Yeah, absolutely. So  probably two and a half years ago, we realized that everything is moving in a tech direction. And this is before AI was really like popping off, right?  And super popular. But we all have always thought about WorkPlay as a system and an infrastructure  for content, for media. And so our systems are really there, whether we knew it or not, are already built for tech. And so all we needed was tech.

29:37
Now it's been two and a half years because we have made mistake after mistake  after wrong team.  And so now we're finally at the place where it's like everything has come together, the right timing, the right team. And we're able to launch this WorkPlay 2.0, if you will, into the world, which is a tech enabled platform for the WorkPlay experience.

30:02
Now with this shift, as we've seen over the past two and a half years, AI has come into play. AI visuals are extremely popular or easy, getting easier to create. And I always tell even my peers this in terms of work play, because I'll get the question, like, are you scared about AI visuals? And the answer is no, because I am more concerned about the infrastructure and the systems founders have in place to create visuals. Every single

30:31
vehicle to create a visual, we can list out, right? We've got iPhone creators now where people are literally hiring people to take videos and photos on their iPhone of them, which work they can do. Photographers, we've got videographers and now we have AI visuals. And so to me, it's just another vehicle for the same system and the same process that is needed. Now, I don't think right now you should be

31:01
using AI for any kind of personal branding of your face or um anything that's portraying as you. actually did a thread,  an Instagram thread post on this and I was curious.  I was like, hey guys, do you trust brands that use AI visuals for their personal brands? I think it's completely different story for a company brand, but for your personal brand.  And literally, I think it went...

31:30
It got a little bit more reach than my usual, lots of people commenting.  And people were saying the consensus was no, absolutely not. I would not trust that brand. I wouldn't trust that brand. wouldn't trust that brand. And I just thought it was interesting.  I think  it will get to a point where you won't be able to tell the difference. And then I think that's good.  But even the other day I  was watching a commercial and it was an Airy commercial that like uh pajama underwear brand.

31:58
um And their whole MO was like, we will never use AI. It's always real people in our campaigns, blah, blah, blah. And so  I think that you're to have to really be on the pulse of that and go at your own risk with AI visuals when it comes to a founder led brand, because I think the market  is a little torn right now. em And so  I em I usually look at these things in a non-emotional way and more of just like a data utility way. so

32:28
I would say right now,  be careful with that when it comes to your personal brand. I think they're great for like maybe stock or filling in  imagery,  but I think the market is a little undecided right now for founder led brands. I would agree a hundred percent. think too, the reason why, or part of the reason why founder led brands are really taking off now is because there is a trust gap, right? It's like, we don't know, is this AI generated? Is it not? So if you start to fill in that trust gap with

32:58
more AI generated content from your personal brand, it's almost like defeating the purpose, right? People are buying more into founder led brands now more than ever because of the influx of AI content.  And so you showing up as the founder, showing your face, building your visibility online  is truly the unlock. Yeah, I totally agree. I totally, I totally agree. And now this might change, right? But I do,  I do.

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predict that platforms will have to say if something is AI or not.  I think it's a little gray right now, but I do think that that will happen and that the public will push for that.  So even when that happens, now if you have a label on that,  that can  create some sort of distrust. um But  I think when people find out that you're using AI visuals, it is  for your face or for your likeness.

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uh I think it's a little jarring still for people. And so I would just, I would proceed with caution.  Great, agreed, agreed.  Amazing. Tell us what is ahead for WorkPlay? What are you excited about right now? And then how can people get in touch with you? Yeah, absolutely. I mean, I am so excited for our tech platform.  You're going to be able to book any type of creator  at the touch of a finger on online on an app.

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on a native platform, have all of your content in there, be able to organize via AI.  So it's easy to get the media that you need.  We are expanding our team into even more cities, even more countries  this year. So I'm just so excited to be able to offer this type of in-house media infrastructure and team  to even more people this year  and with tech enabled systems. So fun. How can people get in touch with you?

34:52
You can get in touch via Instagram. would say that's our main platform at WorkPlay Branding. If you want to get in touch with me personally,  my personal Instagram is at Lyric, L-Y-R-I-K dot Friar F-R-Y-E-R. Love it. One more question for you. And we ask all of our guests on the show. Lyric, what does winning mean to you? Oh, my gosh.  I think this has evolved over time. But I would say now just

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feeling really good, feeling excited about wherever I'm going,  whatever big vision that is and making progress on that, even if it's just 1%,  that I would say is a win. Amazing. You have achieved so much success. I love what WorkPlay is doing. So excited for our upcoming collaboration. It's going to be awesome.  Make sure you all connect with Lyric and the amazing team over at WorkPlay Branding. We'll talk soon. Thank you so much for having me.

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There you have it, I hope you enjoyed this conversation as much as I did.  Make sure that you connect with Lyric  and the Workplay branding team.  And if you haven't gotten your updated visuals, go and do that as well. It was so great hanging out with you all. Always remember, domination is not a destination, it's a way of life. Stay winning.