The Tölt Tales

Episode 24 - Easyflix with Lisa Brimm

• The Tölt Tales • Season 3 • Episode 4

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In our latest episode we sat down with Lisa Brimm, co-founder of the platform Easyflix. Lisa and Tobi create training videos, documentaries, podcasts and other media to share knowledge about the Icelandic horse world. with this approach, they are very inclusive, showcasing also other gaited breed like Speed Racking horses. Lisa shares some of her adventures with us, why it is good to have a plan B and how they select their content. Come and join us for this interesting episode!

Go and follow Lisa, Tobi and Easyflix 


Music by Cob.
Follow us on Instagram and Facebook, @the_toelt_tales.

Lionel:

Hello everyone, today we welcome someone that inspired us while starting our own podcast. The co-founder of Easyflix, a platform in Germany dedicated to the Icelandic horses, where you will find videos, podcasts, and loads of content around our favorite horses. Lisa Brimm is in The Tölt Tales podcast. Hello, Lisa.

Lisa:

Hello. Thank you for the invitation.

Lionel:

Oh, that's really nice. Well, thank you for accepting. Maybe for, this is how we start usually our episodes, for the people who do not know you, and there is maybe people from Germany will absolutely know you, but people outside Germany, maybe a bit less, if you can just present a bit yourself, and then we can move on with the episode.

Lisa:

Of course, I try to introduce myself like from all sides, because I, of course, I'm an Icelandic course person, so your podcast name is Tölt Tales. So of course, you have to invite people from the Icelandic course world, and on my own, I own four Icelandic courses, and we own Icelandic courses since I was a child. Oh, yeah, we started early. My parents divorced when I was four, and then my father, he got to know a girlfriend who had Icelandic courses, and from that on, we had up to ten Icelandic courses the whole time. So sometimes it was six, then, I mean, all the courses die from time to time, or you sell a horse, or we had folds as well. I think we had two folds with my family. So I'm into the Icelandic course world for a quite long time. I'm turning 36 this year, and around five years ago, we founded Easyflix, a company. Some people know it, some people might not know it. It's an Icelandic course streaming portal. So most of you guys know Netflix, and you can hear the name a little bit.

Lionel:

Oh, that's where it's coming from.

Lisa:

A little bit, at least a little bit.

Lionel:

Oh, right, okay.

Lisa:

And the shortcut of Icelandic courses in Germany, sometimes you say Easy.

Ariane:

Easy, yeah.

Lisa:

Ariane, you know that maybe from Germany? And then we thought, okay, Easy, Icelandic, we don't want to write it. And then we thought, okay, Easy, it's light, but you can think it's Icelandic course as well. And then Flix, because everybody knows Netflix. And then, yeah, we ended up with this name, and I still like it.

Ariane:

Yeah, it is really catchy, that's for sure.

Lisa:

Yeah, exactly. And then, yeah, this is what we did five years ago. We had no idea how it will end or where we're going to end. And now, yeah, five years later, we are still there. We didn't knew it at that point of time. And yeah, but this is mainly a part-time job. We do it in our free time. We really like that. But of course, we, I mean, you want to earn money with it. And in the best case scenario, but I'm a marketing person for many years now. Right now, for two years, I'm working in the company of my brother. We're leading it together. It's in the construction business. I'm into HR and marketing. And then I got my own marketing company as well. And this is what we do with Easyflix as well. We have a subscription platform for all the Icelandic course people who want to see our videos. Right now, we have more than 500 videos, like behind the scenes from competitions, for example, World Championships, Ice Wars Festival. We went to Nordic Ice Games this year, and we went to Switzerland, but as well from different kind of stables, from readings, we have podcasts, we have webinars, we have live Q&A, we have interviews, we have training sessions, like really step-by-step introductions for people, kind of step-by-step, how do you tell the horrors, step-by-step, what can you do when it's piggy-pacing, and so on. So there's quite a lot going on. And on the other hand side, we do like all kind of marketing things for companies. It can be in the Icelandic Cosport, but it can be in industry as well. So it can be movies, image spots, reels, photos, marketing material, websites, all kind of marketing stuff. This is what we do with Easyflix as well. And I got my own company with it as well.

Ariane:

Can I just ask, do you have like from Hermione Granger, this time-twisting device that your day is like 48 hours? Like how do you manage this? What?

Lisa:

Yeah, I really don't know. So somehow people manage it. And yeah, we manage it as well, somehow.

Lionel:

You use a lot the we, but you are like here. Who is the we in that adventure, maybe?

Lisa:

Exactly. It's two of us. It's Tobi and myself. A lot of them, I mean, most of the people, they know us together because a lot of filming days we do together. For example, we go to Iceland together in four weeks. So it's Tobi. We founded Easyflix together five years ago. It's my counterpart. And yeah, we try to split up as good as we can. So he's a lot into the Tensegrity training, for example. He's really good in that. He's doing training sessions for people as well. And then we split up for filming as well. One week and I'm doing it. The other week and he's doing that. Because in the beginning, we started doing everything together, which is nice, like you guys doing. But when you get more things done and when you got more like customers and you want to publish more and more videos on your platform, you have to find a way to get more productive. And this is why we try to split up more and more. And maybe there will be one day where we can do more filming days together again. Yeah, but let's see. You never know.

Ariane:

But how did you two meet and when did you meet? How long do you know each other already?

Lisa:

Okay, this is a crazy story because a lot of people, I think they thought we know we knew each other beforehand, before we founded the company. We just got to know each other when we founded the company. So it was really funny. So we both were on Instagram, posting a little bit around and Tobi as well. So we were kind of small influencers. I mean, the Icelandic course world is small, but I mean, as of right now, we have quite a lot of followers, about 20k, both of us. And then I had this idea to do something like an Icelandic course platform to get to know trainers, because I found it so sad that you book a clinic with a trainer and you never met this person before. You have no idea how the person is training, how they talk, if you like them, if they like you. And then I was like, how cool would it be if there's a platform, you can get to know the trainer, maybe train with the trainer online a little bit. And then you can just decide afterwards. Do you like the person? And okay, then I checked, okay, what kind of people can I ask to do it with me? And then I remembered, okay, there's this Tobi on Instagram, and he's doing a lot of website things and marketing things. And he's into Icelandic courses. And then I texted him, literally texted or called, I can't remember. And then we started to meet and talk about that and see what we can do. But really, we never met before, we never talked before, we wrote a little bit on Instagram. I can remember the story quite clearly, because he did this challenge, putting the phone on the ground somewhere and filming yourself riding your horse and toad. For example, you're riding away in the forest, so you only had a few steps. There was a kind of Tobi challenge coming out of that, because I was doing that as well. And then we were writing a little bit, and I had this fly avoiding things in the stable. Do you know this filled plastic bag? Well, yes, there are other things as well. There's a plastic bag you can fill with a kind of liquid, smelling liquid, and you put it up, you hang it into the stable at the top of the stable, outside if possible, the sun is shining on it, and it starts to smell, and flies and so on, they fly into it and die. And it looked like pee-pee. All right. Like really yellow. And his niece, she tried it in their stable as well. And Tobi hated it that she tried it, but she was seeing it on my Instagram channel, and she liked it so much, and it worked so good in my stable that she thought, okay, let's give it a try and try it in our stable as well. So this is the first time I think Tobi heard about me, about this hanging peepee bag in the stable.

Lionel:

What an intro to you. She's the peepee lady. Yes, that's that.

Ariane:

Exactly.

Lisa:

And this was, I mean, this was a super funny story. He's always talking about that when we talk to other people. So yeah, but we didn't know each other beforehand.

Ariane:

It's crazy.

Lisa:

Yeah, it's crazy. And then we founded the company. You really have to be crazy to do it like that, because it's so much work behind it. You have to deal with the customers, and it's subscription platform. It's nice if it's working, but you have to adjust it all the time, because all IT things, we all know that they get old so fast. You have to exchange the technique and update it every day. And as more subscribers you have, that more you have to do. And then you have to, of course, publish and film new videos.

Lionel:

You have to feed the beast, right? This is super important.

Lisa:

Yes, exactly. And as more customers you get, that more problems you get, I'm telling you.

Lionel:

Is the company big at the moment? Or is it just the two of you?

Lisa:

It's just the two of us.

Ariane:

So you do everything, filming, editing?

Lisa:

Yes, we do everything on our own. And when we started in the beginning, I mean, Tobi, he was a photographer. He was doing a lot of that. But we were not filming persons at that time.

Lionel:

Right.

Lisa:

So we got used to that. So we tried it and we got better every year, of course, because we did it and we learned from ourselves.

Lionel:

How did you start it? You started just with audio and Instagram? Or how did you start the Easyflix? Or there was video from the beginning?

Lisa:

Well, there were videos from the beginning. So before we launched the platform, so we filmed some videos. I think we launched the platform with around 30 videos.

Lionel:

It was a little bit sad. Well, it's still impressive though. Okay, you need to have a base layer for sure.

Lisa:

Yes, exactly. Yeah, exactly. But when I look back, I'm not sure if I would have subscribed on my own at that time.

Lionel:

Well, you have a good community. The community dragged, I guess, helped you starting, I guess.

Lisa:

Yes, I mean, of course, it's like that. The good thing for us was that we were not famous, but people knew us from our own Instagram channels. So he had an Instagram channel, I had an Instagram channel, and yeah, we had our own community. I think otherwise it would have been even more challenging.

Ariane:

I think what makes it special is kind of, first of all, the guests that you kind of have, or the people that you bring in front of the camera, and also then kind of how you approach them. I think that makes it special and makes it attractive for people. So I think this is actually a really nice angle to it.

Lionel:

But also, in the Icelandic world, when you started, what was existing? Like, the Rymnir community, maybe?

Lisa:

Yeah, Rymnir community.

Ariane:

Also not so much.

Lisa:

Not so much. I think they still have free training videos available, which are really good quality, by the way. Yeah, so extremely good. And then, of course, we had EYR, or Easy Bless in Germany.

Lionel:

Ah, yes, yes.

Ariane:

With Henning.

Lisa:

Yeah, with Henning, kind of news.

Lionel:

But at that time, I don't feel like, when you started, it was... I mean, it's still not crowded, right? I don't think so. I think you have space.

Ariane:

I think there can be more, but I think you also, you cover a lot.

Lisa:

Yeah, exactly. Yeah, I mean, this is such a huge market, isn't it? The Icelandic horse world still, so there's, I think there's space for everyone, whoever wants to do something. And we try to support, like, really everyone who's doing something for the Icelandic horse world, because I think, well, we think you have to work together if you want to reach something, to like new training methods, new statistics, new knowledge, and so on. We all have to bring it out into the world. And this is, I mean, we are all not perfect. We know that I'm not perfect. Tobi is not perfect. No trainer is perfect. But we try to be as good as we can. And I think we have, we all have the same idea. We all want to have a healthy horse.

Ariane:

Yeah.

Lisa:

A good trained horse.

Lionel:

Sustainable.

Lisa:

Yes, exactly.

Lionel:

Yeah, I agree.

Ariane:

Sorry, Lynette. This is actually like, how do you decide on who you want to invite? Because you have people that, for example, when I heard the first time also, because I'm more on listening podcasts, because when I do stable work, it's really good for me to listen to your podcast, and I get a lot of inspiration from that. So I just started the episode today with The Gut. I'm not finished, obviously, yet. So I get a lot of inspiration, but how do you decide on who you take? We got inspired to invite Tim from Hester Covey based on your podcast, because I was listening to it, and I told Linda, we have to have him, we need to kind of spread this, because it was in German, so a lot of people, of course, Germany is a big nation for Icelandic horses, but I was like, we have to promote his kind of word into the English-speaking community. So this is why we invited him, because this was so fascinating what you talked with him about. So I was like, we have to have him as well to kind of spread this and kind of promote. And so how do you decide on who you invite? What is your selection?

Lisa:

Yeah, this is a difficult question. But first, first I have to say, I mean, this is this is really our idea how we want things to work. So get inspired maybe from Easyflix and then you have to do something out of it. So invite, invite the people to your for clinic, to your stable, for example, or get in touch with them and buy a horse from them or drive there. Bring your mare for breeding because you like the stallion or you heard from the stallion, from the positive and negative sites, for example. I like that if people are open minded. And yeah, with Tim, with Tim, for example, what was an interesting story because we got to know Tim before he founded Hester Covey. He contacted us and asked us how can we work together? And he told us his idea and what's he planning to do? And then if we want to try it, they were like, yes, of course, we want to try it. How amazing is that? All natural products, no silicone and his background. And I'm a big fan because the products, for me, it's the best, but okay. This is just a specific topic. But it's very difficult how we make decisions because we have very spare time, like you guys, like everyone, and we have to be super selective or sometimes, well, people have to be lucky. For example, sometimes people are just texting us, are calling us, telling us, oh, we just listened to your podcast and we think this is missing. Shouldn't we do something? For example, this can happen. Then you're like, oh, yeah, true, this is missing. Let's do something about that, for example. Or of course, we have to think, okay, what kind of person might be good for our reach, to get higher reach. You think about that. You have to think about that.

Ariane:

Yeah, absolutely.

Lisa:

What's maybe helpful for you, what's helpful for them, it has to be a win for all sides, of course. And after this five years, I mean, we are in a lucky position, but we really were fighting for this position. We are there, and most of the, well, not most, but a lot of people are very willing to work with us, let's say, or do a podcast with us or film with us, because they at least maybe heard from anybody that it's professional with us.

Ariane:

It's easy.

Lisa:

We would never put anybody in a bad position. We would never do that. This is our rule number one. If anybody feels uncomfortable or if they don't want to show something, we don't show it. We don't talk about that. We wouldn't do that. Yeah, it's very difficult how we decide to invite people for a film or a podcast or a webinar. Sometimes you want to benefit out of that because you are interested in the topic.

Ariane:

Yeah.

Lisa:

For example, today we are launching a podcast about the horse microbiome, for example, which is extremely interesting. I am into this topic so much, more on humans, but this is why I wanted to learn more in horses. So this is why I invited, for example, someone who's an expert in that. And yeah, it's really like that. Sometimes people write us, talk us, call us. Sometimes we really want to have them as a guest. Sometimes we want to benefit out of that. So there can be so many different things, why these guests are selected. It's not only one reason. And this is what we like. First of all, we like to be and have different things, for example. Do you think what others maybe don't do, because it's too much work, too much effort or whatever. And this is what we really like to do.

Ariane:

Do you have anything that you were surprised, shocked, something that was absolutely not what you expected? I know last weekend was now something, or was it two weeks ago already? That was something that you had a plan B, but that was something that came up because of the weather.

Lisa:

Yeah, I mean, this recently happened, and I think this was the worst thing. I mean, it was not the worst thing, but it was worst, or it was worse. I went to Switzerland for filming an ice event, really cool event, horse competition outside on ice in the Swiss mountains. Isn't that cool?

Ariane:

It's amazing.

Lisa:

It's such, I mean, you can see, it's special again. And there was really, we didn't have a lot of snow in Europe. Okay, Switzerland is not Europe, but in Switzerland as well, the whole winter. But this weekend, they had so much snow in Davos, or in the mountains in general, but in Davos, it's up in the mountains. It's the highest European city, by the way. I just figured it out that weekend. And you have to drive up kind of a pass road. It's just kind of, it's not a pass road, but kind of. And really, I'm telling you, the snow was as high as I am. So like, I have a picture of that. And one day before the competition start, the weather forecast said it has to snow, it will snow so much, it will snow a lot. And the day of the competition as well, that they had to cancel it one day in advance.

Ariane:

And I was not safe.

Lisa:

It's not safe. With a car, you could go up, but the dangerous thing is with a trailer, going up this mountain with a trailer, because in Switzerland, Austria, where we usually don't have spikes in the wheels. For sure, you can do that, but we don't use to have it. And this, yeah, I mean, they canceled the event. We never ever had that they canceled an event. We had to cancel a filming day due to bad weather and so on, but you, I mean, usually you can manage it differently, or you can film in the morning or maybe the other day. There's always a solution, but for this, okay, they canceled it, so it will only take place next year. And then I was, okay, I was super stressed, because going to Davos, it's not so far. It's about only three and a half hours, but it's super expensive. So I'm going there. And of course, you invest your time, you invest your free time, right? Yeah. When you do it, yes, you can work from there, or you can go back home or whatever. So I was like, okay, you really have to find a plan B now, what kind of Icelandic course tables are around. So I was in close contact with the organizers of the competition. I mean, they felt super bad, but I think it was the right decision because I drove up to Davos when this really bad snow was, and I was extremely afraid. I'm telling you, I'm an afraid person from time to time, but on slippery roads, going up the mountain, that's not a nice feeling. Really, it's not a nice feeling.

Lionel:

And you didn't have horses, right?

Lisa:

Yeah, I only drove up with my car, and I have a four-wheel car. Yes, so yeah, I figured out a plan B, and by accident, there were two nice stables I took into consideration. But of course, you have to talk to the people as well. Yeah. Do they have time? Are they willing to do that? And a lot of people, they are scared, for example. You maybe can't imagine, but they are scared. They are nervous. Maybe they don't have time. Maybe they don't want you to come. Maybe the horses are not good trained, not trained good enough. They are not maybe not in a good shape, whatever. There are 1000 reasons, I can tell you. And then I just called Florina Barrandun and she was like, yeah, I knew her a little bit from social media and we met on World Championships. And then, yeah, sounds good. I think we can do something. But what should I say? What should I show? I hope this is fine that I talk about that, Florina. And I'm like, yeah, no worries. I'm used to that. Most of the people tell us, yeah, but what should I say? What should I show? They really don't know. It's so interesting. And I'm like, yeah, we're going to show everything. People are interested in everything and no worries. I'm going to ask you. I will let you know what people want to see. And then we ended up like almost not able to stop talking because there are 1,000 topics you can talk about. And Flurina, she's really good in talking as well. Not everybody is that good. We had like bad filmings as well, where people were like saying 1,000 M's and you have to cut it out. And for example, in training videos, it's very difficult to cut out that it doesn't look bad. And this takes you forever. I think I counted, at least I can say it from my perspective. Maybe next time we have to ask Tobi in advance. In one training video of 15 minutes, I had to cut out 150 M's of one person. I can't tell you from whom, but this was, wow, this was difficult.

Lionel:

Yeah. Oh, wow.

Lisa:

Yeah, yeah. And then then, of course, I mean, yeah, this is what happened last time in Switzerland. And then this this training video. And then sometimes you have filming days where you go maybe to a professional trainer or rider and you think, wow, this will be, this will be so good. You're extremely, you go there and you are super motivated. And then you're there and this person is not able to talk. Yeah. You're like, okay, go on the horse and talk about what you're doing. Nothing. Silence. Yeah, but what do you do?

Lionel:

Yes.

Lisa:

And then really good riders sometimes have the problem, they can't explain what they do. They are extremely good riders.

Ariane:

Yeah.

Lisa:

But it's very difficult for them to describe in detail what they do, how they react. And on top of that, what's very interesting as well, the horses get irritated by talking when they are talking on the horse.

Ariane:

Yeah.

Lisa:

I experience that extremely often because riders are using their voice as an aid. And when you talk the whole time, the horses, they get irritated. They are like, what should I do? What do you mean?

Lionel:

Yeah, exactly. They try to understand.

Lisa:

Yeah. So this is what I can remember.

Lionel:

But just because you say they are sometimes they are afraid. It's not necessarily they are afraid of showing something wrong, or they are afraid of not being able to know what they're going to talk about. It's a various thing, I guess.

Lisa:

Yeah. I mean, there are different things. For example, some people are afraid about bad opinions.

Lionel:

Yes. Yeah, I was thinking.

Lisa:

People could think about them in a bad way. Right. And today it can be like everything. The horse just needs to be a little bit too skinny, a little bit too fat.

Lionel:

Yeah, you will get something.

Lisa:

Turns the nose to the right instead of the left, whatever. And then the social media people, they will kill you. I mean, today, it's like that. And this is why a lot of people got really afraid. And of course, at home, in the home stable where they are general writing students, maybe they are within their comfort zone. Who doesn't like to be in the comfort zone? That's true. But, for example, you know Niels Christian Larsen. He's challenging himself to going out of his comfort zone. I'm not sure if Niels always feels comfortable, but I mean, I think he is, but for sure he is not. You have to somehow, you have to get used to things, like showing more on social media, showing like everything. So Niels is, for example, one person, or Steffi Svensson, they are super open-minded. You can film with them, like everything, every day, everywhere. Meet them on a competition, you ask them, do you want to film with us? Yes, no problem. This is what I like so much. Niels is super, super professional. He's very funny. He has his own opinion, but you can talk to him open-minded, so you can have really open discussions and these kind of people we like.

Lionel:

I think the most difficult thing is to keep on going because you can. I think it's okay, easy to start a podcast today. You take a mic, say, okay, cool. But you know, like that's what we, I mean, this is, they say, it takes eight months to get an habit and to get into a rhythm, et cetera. And that's what I keep on saying to Ari is that, like, we, we, we will improve by doing, and we just need to keep on going and just, and we will improve how we ask question, we will improve the sound, we will improve our setup, Riverside, goddammit. But, you know, all of that, you know, like, and it's just by doing that you get better.

Lisa:

So yeah, and what I experienced, I always have to smile a little bit, not laugh, but smile a little bit when people do big announcements everywhere, like we start this now, and from now on, everything changes. And then you see, like, one post, and nothing else is happening anymore. And I find it so sad because they put so much effort in the beginning that they don't have any, like, energy anymore to do, to continue. And better don't put too much effort in, and then grow and grow and grow, and see where it goes. Then putting too much efforts, yeah, like, like from the beginning.

Lionel:

Small goals, small goals. Release one episode, you know? Release one episode, and release a second one, and then ten more.

Ariane:

Maybe have a backup or a backlog, when people announce, like, now every week, we will, like, publish something. And if you don't have a backlog, and then some guest is jumping off, and then you cannot next week publish something because nothing is happening. So you announce for, like, super big in the beginning, every week, for six weeks, we will have, and nothing is happening. That's, but, yeah, this is, we've seen this as well. So, but you also improved, no? Like, I mean, not that you did this. I was more like, you improved now also with how you do stuff, with your equipment, the editing, and whatever you do. You also learn over the last five years, like, you get a feeling for it, what is kind of attractive for the audience.

Lisa:

Yes, I mean, you have to. And within the past five years, I mean, in five years, things are changing so much. And if you live in the marketing world, I mean, Tobi and myself, this is our passion. It's Icelandic courses, but marketing as well. We love it. It's not that we want to sell people something they don't need. It's just so interesting. Like, it's a kind of science and research. What works best? What do you have to do? How does it need to look like? What kind of ads do you have to put maybe on Meta or whatever? So, there are so many specific things, and people, they only see the results, but there's so much going on in the back end. I mean, you really don't see. And if we wouldn't have improved, we wouldn't be there where we are now. I mean, you have to improve if you want to survive in the market, wherever you are, even if you want to be in the Icelandic course market or not. And you have to try new things. You have to try new offers for your customers, maybe. For example, we started with our live events. Do you know that, by the way? Easyflix days?

Ariane:

Yes. Tim was there as well.

Lisa:

Yeah, exactly. So it's a kind of training event. It started for one day. We invited some trainers. They can do like open training, showing training insights with their horse or not, depending on what they do. It can be mental training, can be a presentation, can be like riding session with a horse or training session with a student about a specific topic. And the first time was already good, but you have to give it a try. So you have to start somewhere again. So we started somewhere. I think we had the fifth or sixth last year. This year is happening one more. In between, we tried to do two of these events per year, which is already a lot of work. But people love these live events. They love to see trainers in real life, to discuss with them, to see us having open conversations. And yeah, it's a full service package, what we offer on Easyflix. So you can be just on Instagram if you want to. You can watch some free videos if you want to. You can have a subscription. You can join some live streams we do on our platform. You can follow Tobi and myself on Instagram. Yeah, you can enter our live events. So there are so many possibilities for everyone, depending on what they prefer. Yeah, podcasts, of course.

Lionel:

So you mentioned it, always improving, try to reach new things, et cetera. What is the next big step for you and Easyflix? Do you have a... Okay, this is the next step.

Lisa:

Yeah, I can tell you. I mean, we are working on that for a longer time. So we have to launch a new platform because ours is five years old. And IT is getting old. Websites, if they are five years old, they are already quite old. So you have to redo it. And I hope we can launch a new platform this year, which will be crazy, more advanced, much easier usage for the customers. So I think this is an extremely big step for us. And yeah, this is a bigger step, but we do a lot of filming sessions. This year, we just finished the schedule for this year, so almost until the end of the month. It's like we know what we're going to schedule at what time. And what people like a lot, so for the people who have no subscription yet, yeah, when we travel to Iceland, we do vlogs from every day on Easyflix. And a lot of people only follow us on Instagram, which is completely okay. But they have like a full, sometimes 40, 50, 60 minutes video. We take them through the day, into the different stables. So meeting the people in real life, you usually will never ever get the chance, but on Easyflix you get.

Ariane:

Yeah.

Lisa:

And people love it. This is the feedback what we got from last year. And then we are right now working on, because yes, we do an English-speaking podcast now. People of course want to see Easyflix videos in more languages than only German. And yes, we have English-speaking videos, not too many, but we have from Icelandic people from Iceland. For example, with Glóðurinn, with Helga Önna. This is what I just have in mind, but we have few more. But we try to do subtitles in English at least, that will be available in German and English on every video. So this is the goal as well.

Lionel:

This is the goal for this year?

Lisa:

I hope that we can manage to do it for this year. A little bit depending, actually, on what it costs, because this is expensive. I mean, no matter how you do it, if you do it with automatic transcription, or you do it by hand or whatever, it's time or money, or both.

Ariane:

Yeah, yeah.

Lisa:

So a little bit depending on that, but we are already working on that.

Lionel:

And you mentioned podcast in English. I know that the first one I remember hearing was the one with Nils-Christian Larsen, right?

Lisa:

Yes, yeah.

Lionel:

Was in English. You're going to still develop that?

Lisa:

Yes, with the podcast, it's always a little bit falling off.

Lionel:

Yes.

Lisa:

Because we can't do everything, and we try to focus on the videos, and then we have a little bit too less time for the podcast. But I have some people in mind for English-speaking podcasts. I would love to do that, actually. I love doing podcasts and talk to people. But I can't promise, of course. No, no, no.

Lionel:

But is it strategic in terms of getting in English? Is it a case of expanding? Okay, but we have so much materials that we can offer that also. Electron, subtitles, et cetera, et cetera.

Lisa:

I mean, if we look on the market and into strategy, I think it would be most smart to expand in the German speaking countries, because the most time, the Icelandic courses, the biggest Icelandic course market is still Germany. It's like that. I think we all know that. I don't know. I mean, yes, there is potential in the English speaking market, but I think it wouldn't be necessary to do it, not at the moment. But we would love to do that, because we get so many, I mean, messages that people want to see it and listen to it in English. It's nice because we love the Nordic countries, and most of them, they don't understand German. But the Nordics, it's always so much fun to film with these people. They are always open-minded, and they are not as nervous as some European people. I think this is the general thing. We Germans, we are a little bit stiff sometimes. But the Nordics, they are not. We would love to open them the store to watch our videos. It's just kind of passion thing more than profit.

Lionel:

Right. With the reach that you mentioned before, you can self-sustain with a German-speaking audience.

Lisa:

Yes, yeah, definitely.

Lionel:

I mean, you're doing it, so obviously, you are able to.

Lisa:

Yeah, yeah. And I mean, you can optimize all the time. We know a lot of people, yeah, we know a lot of people, they want to see a new platform, because, yes, ours is already old and not such a good usability. They would love to have, so we try to work on that.

Lionel:

And that's, yeah, and also like when I'm thinking, when you said even like the changing platform, that means that changing also the host of the video and adding subtitles, that sounds like a humongous headache. You know, it's like, yeah, it's a pain, it's a pain just to think about it, I believe.

Lisa:

It's, yeah, I tell you, yes, it's like that.

Lionel:

You said how many videos you have at the moment in Easyflix?

Lisa:

Five, more than 500, maybe it's 550. So yeah, yeah, it's just a lot of work, just moving it and so on.

Lionel:

I mean, yeah, I can only imagine how painful that must be. Yes, yeah, even us moving. Thank you. Good luck.

Lisa:

Thank you so much.

Lionel:

We will follow you.

Lisa:

We will let you know, and the new platform will be launched in 2120.

Lionel:

Yes, in one billion years.

Lisa:

For the next generation.

Lionel:

Yes, the next generation of writers. It's good. It's important to prepare right now. I have one thing that I have since we started it. By the way, in Sweden, they will say Isisana.

Ariane:

That's what they say.

Lionel:

Isasana. Yes, for Icelandics, which is when you do the Google Translate in Facebook, it's the Facebook considered that as ice cream. So sometimes we use ice cream as we say the ice creams. That's our that's the horses.

Ariane:

It's like instead of what like, you know, Isländer, you say Easy. And when people write in Facebook groups in Swedish, we sometimes get it translated into English, but they write Isasana. Like when it's like with a N-A ending, then it means that it's a plural thing. So they, I'm not really sure what it should mean, but Facebook translates as ice cream. So sometimes we talk about ice creams instead of Icelandic horses, because Facebook...

Lisa:

How funny is that?

Lionel:

Sorry, it's been some time that I have it in my mind. I need to tell you that when you say Easy for Easyflix, it's like we have ice cream in Facebook.

Lisa:

Yeah, but why we talk about that, maybe this is interesting for the people. So in the beginning, it wasn't clear, but we were not sure if we really just want to focus on Icelandic horses. We have other breeds as well on Easyflix. So then it's not only for the Icelandic horse people. So of course, other breeds can watch and learn and get inspired as well. And I think with our logo, it's not, you know, so many Icelandic horse logos, you see in Icelandic horses and so on. And this is what we didn't want to have. We wanted to be a little bit more open than if other people want to join. For example, on the Easyflix days, on our live events, on a stable, we had like big horse riders there as well.

Ariane:

Okay.

Lisa:

This was so interesting. And they were like, wow, I didn't knew that it is that cool. I will come again. And we were like, wow, there are non Icelandic horse riders here.

Ariane:

Cool. I mean, some of your topics are really like you can apply them to any breed. Now, when I started listening in the beginning, you talked about like that you are interested in the gut and for the Icelandic, but of course, every horse has a gut. And so everything applies also to, when we talked, for example, we had last year somebody, Victoria Ostlund. She talked about feeding of horses. And we talked like, what is special about an Icelandic horse? And she said, in the end, it is still a horse. Of course, you can see like, they are a bit like easy to feed up. So they are more easy in outside Iceland to get fed. But in the end, it's still a horse. Exactly. It eats grass. So like, I like this idea that you are like open for other breeds. You're not, you're very inclusive.

Lisa:

Yeah, true. I think you need to be. I mean, yes, in some ways, Icelandic horses are specific. I mean, when you're ready with the GUT podcast, and you for sure, you will hear it and you know it from Tim. But you have this, is it zink in English as well? Yeah. So due to the fur, a lot of fur, a lot of hair, Icelandic horses have so much hair, they need more zinc than other breeds. It's like that if we want or not, it's kind of a general thing. Yes, the other a little bit more, the other a little bit less. And yes, the horses which are from Iceland, maybe they need a little bit other minerals. But from the idea, yes, they eat grass and they kind of need it for God's health.

Ariane:

Yeah.

Lisa:

Quite easy. Can be easy.

Lionel:

Yeah. At the end of the day, it's a horse and then there is some specificity and how we ride them, I guess, also. And how, I mean, the fact that there is two more gates also kind of obviously separate them. But a walk is a walk, a trot is a trot, a canter is a canter at the end of the day.

Ariane:

That is actually what I wanted to say, because now you have with Tina Hohner, I don't know what her name is, with the wrecking horses.

Lisa:

Yeah, Tina Schwellinger from Hohner, yes.

Ariane:

Yes. So I'm looking forward to get the subscription for Easyflix. Then I can log in, watch that video and you can look at the wrecking horses.

Lisa:

Yeah, the wrecking horses, they are cool. And Tina, she's so much into it. And it's so interesting because often you think with this gated horses or other gated horses, we Icelandic horse people often don't know them, that they are maybe crazy in the head or something. But it's really not the case.

Ariane:

No, it's really interesting that there are more horses. And this is, for example, also what we talked with Heidrun about, that the mutation behind the gated horses. So that they are, it's not just Icelandic horses. We always think like we are the only ones, Icelandic horses are the only gated horses. It's not true.

Lisa:

No, there are so many more. And other gated as well, out of pace, there are other gated existing. I have really little experience with that. I just know that.

Ariane:

Listen to our, like she did her PhD thesis. No, but I can also send you the link for her PhD thesis.

Lionel:

Maybe on Icelandic horse though, right? But then after that, there is one gene, the gatekeeper, that what they call it.

Lisa:

Yeah, in the Icelandic horse, yeah, I know that.

Lionel:

Yeah, but it exists also in other breed. That's what she was talking about. She didn't spend too much time on it, but...

Lisa:

Mega interesting.

Ariane:

She did her PhD in Iceland about it. Iceland and Sweden. This is how I found her.

Lionel:

Thank you, Lisa and Tobi, for participating to this episode. And thank you, everyone, for listening. We will come back very soon with a new episode. More guests, more story to tell. Like today, please like, subscribe, comment in your favorite podcast platform. Visit Easyflix. Lisa, there is Instagram. There is a website. You are on YouTube. You are everywhere.

Ariane:

TikTok.

Lionel:

TikTok. I forgot. I didn't forget TikTok. I forgot TikTok. So please go and check all the content there. You will be like, we are always surprised. So many, so many things to look at. So please follow and go before leaving you. We'd like to mention that you can follow us and Easyflix on Instagram, Facebook, The Tölt Tales. Thank you so much, Lisa, for today.

Lisa:

Thank you and goodbye.

Lionel:

Goodbye.

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