Run a Profitable Gym

Golden Hour: 5% Client Boost With Just 60 Minutes of Work a Day

Chris Cooper Season 3 Episode 612

In this episode of “Run a Profitable Gym,” Eric Conner shares how he measurably improved his gym in just 60 minutes a day using Chris Cooper’s Golden Hour framework:

  • Go to a place where you can focus
  • Open your mind
  • Lead with marketing reps
  • Do your big projects
  • End after one hour
  • Next steps 


Eric sets aside a Golden Hour every morning in which he focuses on high-value, CEO-level work. He puts in marketing reps, such as reaching out to former clients and unconverted leads. Then he works on larger projects, like improving his gym’s 90-day client journey. Finally, he outlines what he needs to do in his next Golden Hour.

Starting Nov. 1, Chris will lead you through the Golden Hour Challenge. He’ll tell you exactly what to do each day in simple, easy-to-follow steps. Then you’ll learn to stack habits and build momentum to produce measurable results in your gym.

To take part in the challenge, use the link below to join the Gym Owners United group. 

Links

“The Golden Hour” by Chris Cooper

Gym Owners United

Book a Call  

00:20 - The Golden Hour

05:59 - The Golden framework

13:13 - Stacking good habits

15:54 - An all-around improvement

17:49 - Eric’s tips for success

Speaker 1:

Eric, what if I told you you could grow your gym big time in just 60 minutes a day?

Speaker 2:

Yeah, I already did that,

Speaker 1:

Eric. You're , uh, you're giving away the suspense, but we're we only, we don't have a lot of time for the golden hour here. So this is run of profitable, Jim, I , Mike, working in , we don't have time for makes matrix jokes and shenanigans. We're all busy gym owners. We're gonna get to the point Chris Cooper's golden hour concept. You can measurably improve your gym in just 60 minutes a day. Now, it probably sounds too good to be true because it , I , I would've blown my mind a few years ago. But Eric is going to be the proof today that you can actually use this concept to get huge results. Before we talk to Eric, get Chris Cooper's ninth book. Yes. Number nine, it is the Golden Hour. It is a link in the show notes. You can get it and you can use it to create a daily growth plan. 60 minutes a day to make your gym better. It's not a book you read, it's a book you do. Cooper's gonna lead you through it and make sure that you are ready to go. And if you wanna join us for the golden Hour challenge, that Cooper's leading, that starts November 1st. We sure to join gym owners united.com where he will lead you through this thing. But get that book link in the show notes, the simple concept you're gonna use your most productive hour of the day to do only the things that are gonna push your business forward. You're gonna repeat that forever. That's the summary. My guest, Eric Connor used it. He runs Cross for Reform and Rancho Santa Margarita in near la He's in a saturated market for CrossFit gyms, yet he is crushing it. He's used the concept with great results. So let's get to it. Welcome here to Eric.

Speaker 2:

Hey, Mike. How you doing, man?

Speaker 1:

We're good. We , the clock is ticking on our golden hour and I've already used up three minutes with an intro. So let's , uh, let's dig in. When you first opened your business, serious question though. What if I told you that you could actually get measurable results in just 60 minutes a day? What would that have done for you?

Speaker 2:

I would've been honestly amazed. Me too. <laugh> , you know, it , it never seemed like it would be that simple. And, and yeah, it , it felt like we just had to do everything all the time to try to work things. So to narrow it down to that would've been sounding like it was kind of crazy.

Speaker 1:

Yeah. Because you get this thing as an entrepreneur where you're like, if I grind more, more is better. Right? It's like CrossFit, I'll do more CrossFit and I'll get better CrossFit eventually, you know, you get burned out and so forth. But same thing with gym owners. We think we'll push really hard, but what we end up doing is the wrong things. And I have so many stories about stupid, stupid things that I did thinking I was saving time and money and it wasn't building my business. I was just fishing a broken key out of a lock. Right. Dumb stuff like that. So, you know, it was news to me too. So why does it , why does this sound so much like snake oil to, to a busy gym r Like what's the deal there? I hinted at it here, but what , what do you think's the problem,

Speaker 2:

You know, it just , uh, arguably it sounds too easy, <laugh> it sounds right . Uh , like it , it , it sounds very funny that way, but you know, it's, it's like almost the , when we hear about the quick pill or the, the the lose weight fast scheme or these kind of things, like it seems fake , uh, and not like it's actually, you know, it can actually bring the right results that we actually want other than just something quick and , uh, to the point. So yeah, it just seems, seems fake,

Speaker 1:

But if you did the right things in one hour versus the wrong things for 12 hours, you'd probably get better results. When I say it like that, it sounds simple, but it actually sounds really true as opposed to just saying 60 minutes to grow your business, which sounds like one of those bait and switch things, but it works and Eric's gonna tell us about it. So let's, let's jump into that. What's your story with the golden Hour ? You know, how , how , what did you do and how'd you get results?

Speaker 2:

Yeah, that's a , that's a great question. Uh , so I've, I mean, I've been an owner for 11 years now, right? So it's, it's, it's not like it's a new thing to be an owner. And even just more recently refining my own personal time has been huge, right? I've learned, like we just said too much doesn't really help or trying to do too many things or trying to do too many things. Inefficiently or the wrong things doesn't help. So over time I had to realize, you know, I've kind of blocked off time or I've had downtime that I can work on the business. But sometimes it was just getting, getting the list done, not actually like doing the things to grow the business. So now blocking off and segmenting actually my time and then being aware exactly what clearly I wanna be doing with that to move the gym forward has been profoundly different. So

Speaker 1:

Yeah, so the Gold Hour , like Chris recommends you do it first thing 'cause that's when Chris is most productive and most people are , are the most productive because you can push all the stuff away and get going before anyone else knocks on your door and starts bugging you with stuff. That doesn't mean you have to do it. There, there we have A-A-A-F-A-Q about this that says, you know, you can place this where it's most productive. Eric, do you use the first hour of your day ?

Speaker 2:

Day generally, yes. Uh, I've, I've learned of a time that I am much more productive in the morning. Uh, I am not a night owl by any means. Mm-Hmm . <affirmative> . And I've also learned that as the day goes on, I need to be more reactive to things that go on in my day. Family, business, just clientele that I get too cluttered that I can't actually go back to focusing.

Speaker 1:

And that's so common. You're not alone on that.

Speaker 2:

Okay, that's good to know. So, yeah, so traditionally, I, I have a, I usually have two personal training clients back to back Monday, Wednesday, Friday, usually six to 7:00 AM or six to 8:00 AM 6:00 AM and 7:00 AM clients. And I get there early, I'm okay. I get the one done. I'm one of my clients at 7:00 AM had to stop because of personal reasons and family stuff and life stuff, right? So I was, sometimes I used to like to work out then or whatever it is. I was like, you know what, this is the perfect time. I'm just gonna take this time. I'm gonna use that to grow the business. I'm already used to being working. But even right in the beginning when that happened, I kept doing it at the gym in my office and I was still too distracted. So I, I just, I'm too social. I hear things, I hear the music and I hear some people talking, having fun. And then I , I can't stay focused. So we have a coffee shop just down the street. I go out to the coffee shop now, grab a coffee, go to the far end where nobody's gonna talk to me, kind of turn my back and plug my computer in and just get focused on those. Monday, Wednesday, Fridays, that was the first start. And then the other Tuesday, Thursdays, I used to kind of let myself sleep in. Now I'm getting up before the kids wake up. And from six to 7:00 AM I'm in the office. I was here this morning from six to 7:00 AM working on my golden hour task at home before the day starts.

Speaker 1:

Okay, so you took what is essentially a high value hour where you're working with a personal training client, one-on-one, and you are using it as an even more higher value hour to now be a CEO where you're gonna focus on your gym. And Chris has a framework here. It's the golden framework, it's an acronym here, and you've got, you just laid it out. Go to a place where you can focus, that's the GO is open your mind. Do you do anything with that?

Speaker 2:

Yeah, yeah. I legitimately do. Just kind of like, we've called it a brain dump before. Uh, I am very infamous for having so many things in my head.

Speaker 1:

<laugh>. Okay .

Speaker 2:

So this is just a , a good task for me to do anyway. So I literally just write down what's going on in my head. Sometimes it's just to-dos for the day. Sometimes it's things I missed the day before, so , so I just write 'em all down and that's kind of my sometimes a to-do list later. But it just helps clear my head. How

Speaker 1:

Long does it take to do that?

Speaker 2:

Uh , two to two to five minutes at the

Speaker 1:

Most. Yeah. So you're just getting, you're just basically backing up your hard drive essentially and getting that stuff outta your head and then you're moving on to stuff. Okay. So let's look at l Chris's L here is lead with marketing reps. What do you do? What do you do after you have that brain dump? Yeah,

Speaker 2:

So there's a few different things that I focus on with my golden hour times with regards to marketing. Uh, and they're talked about kind of in some of our weekly marketing focuses, but the ones that we do naturally really well, but that are like the highest bang of their buck are usually like reaching out to former clients or connecting , uh, with like non-converted leads. Those are the really good ones. 'cause we already have rapport with some of them, or we've already spoken to them . So sometimes it's connecting with them on certain days. Um, and then other ones, it's also reaching out to our current members to check in on how they're doing. Arguably kind of do a , do a natural check in . Maybe it's MIA members or whatever that is. So that those we kind of naturally do. Some days I have that, the more recent ones that have been spending more of my time has been connecting and connecting and writing to our email list, repurposing it into a blog, repurposing into a social media post. Because we have 3000 people on our client list and we never really did much to talk to them. Wow.

Speaker 1:

3000, that's a good number .

Speaker 2:

Yeah. And so I was like, you know, this is something that we've never really done, but I didn't really have the focus for because I didn't have the time to let my brain think. And this is the time to do that.

Speaker 1:

Okay. So listeners, if you stop right now, just at GOL goal spelled wrong, you've got a thing that you could do. You could literally sit there and take about 10 minutes a morning and just reconnect with old members who are gone. You're gonna get some of them back guaranteed. You could call members who are just on the fence, we haven't seen 'em in a week or two, and find out where they are and why they're not working out and how you get 'em back in the gym. And then you could look at your lead list, people maybe who booked an appointment but didn't show up, or people leads that just didn't book. You could find ways to connect with them on social media. Hey, I saw you looked at our gym. Uh , what can I , can I answer any questions for you? I'm free right now. Right? All of these things, if you see, if you just did this right now without going any further, you're going to get some clients and you're gonna improve your retention. Those are huge, huge things. Did you see, Eric , when you started doing this simple stuff, did you see like measurable changes right away?

Speaker 2:

Uh , yeah, actually I did. So <laugh> That's cool . Which was great. Yeah. You know, so it's , uh, we're in a higher volume area just with regards to people and all that kinda stuff. So like, we definitely get people from brand new leads, from old people coming back from checking into whatever, right. And referrals. Uh , yeah. So we've actually in four weeks , uh, we've grown 5% of our head count , which is our total member count, just from reaching back out to these people

Speaker 1:

Really? So just reaching out in an hour, and it didn't even take you the full hour every day , I'm sure, but you grew your head count by 5%.

Speaker 2:

Yeah, definitely.

Speaker 1:

Yeah. So that golden hour is working for you already. And these are just the simple marketing reps, guys, when Chris leads you through this thing starting November 1st, he's gonna tell you exactly what to do and he's gonna stack these habits. So it's going to be Monday, Tuesday we're gonna do this and we're gonna get that in place. Then we're gonna work on the other tasks. He's not gonna overwhelm me with a giant checklist. It's going to be do the simple thing, do the simple thing, let's make sure it's done. It's gonna take you a little bit longer to start because your habits aren't formed. Once they start to form, you're gonna be able to crush things very, very quickly. That's the habit stacking and it's going to be very, very cool. So Eric talked about some of the things that he started with and some of the things he's added. Do we want to go on to d onto , uh, do your big projects or do you have anything else on the , uh, lead with marketing reps that you wanna talk about?

Speaker 2:

Not , not terribly. I mean, part of my doing the other growth projects are partially some of this , uh, because it needs to be simplistic. So I I , I do both and no , not necessarily with the marketing reps.

Speaker 1:

So that's what Chris has space in here for, that you're gonna lead with those marketing reps and maybe for the first bit, that's all you all you get to, and that's totally okay. Then you've got your do your big projects. And again, I'm not gonna get too much into that because you could find so many different do big projects that you'd work on. But Eric, is there any example of a big project that you might work on at your business where you've completed in the past that you could share with listeners?

Speaker 2:

Uh , yeah. So like for, for example, we, we haven't had to refine ours currently, but like fixing our 90 day journey or our , is a client journey a big one ? Yeah. Right. So how often we check in with our people, when are they falling off? How do we keep them more engaged? How do we keep 'em in longer? That's one of the ones that really helps, you know, obviously keep, keep around and give them a better experience or developing our staff.

Speaker 1:

So that's huge. So let's just say listeners, if you're following along, you take five minutes to your brain dump, you take 10 or 15 minutes to connect with some leads, then you might build a 90 day client journey that defines every touch point from the time a client becomes a lead until the client hits the 90 day mark in your business and you're go looking at how do I retain 'em as long as possible? You, that would be a major important project that you could do. You could also work on your affinity marketing funnel. You could work on a whole bunch of other things. Staff communications, that'd be another important one. How do I get my staff to see my vision and implement it? These are huge CEO level tasks that you can do in this golden hour. Chris will then say, end after one hour, that's e and then N is next step . So Eric , do you lay out anything at the end of that hour so that you have momentum going into the next golden hour?

Speaker 2:

Yeah, completely. That , that has significantly, that's significantly helped me as well, because like often, like I said, I have a lot of things in my head. Mm-Hmm , <affirmative> . And if I don't know what exactly it is, it can go to different directions . So typically it'll depend, right? If I'm my marketing tasks . So for me, with writing longer, it takes a bit longer. Sometimes it's how I wanna refine that or how I wanna change that the next morning , or it is working on the other , um, tasks at hand. Some of the things that were my brain dump or the ones that have been , uh, you know, my tasks that are I'm focused on for growing the business other than the marketing ones. So yeah, I definitely outline it. Yeah.

Speaker 1:

Do you write it down like tomorrow morning, do this? Yeah,

Speaker 2:

I literally had it . So this morning, for example, I was outlining the whole interview that we had with a member that lost 40 pounds over the last like six months. Uh, and putting that together, put that together in a , in its own blog and a emailer, and then now I'm gonna next make it into a social post and, and all that tomorrow.

Speaker 1:

Okay? So you know exactly what you're doing, which means you don't have to get out and say, what should I do to grow my gym? You've already made that decision. You know what it is? Chris has talked about Nurse Hemingway used to , uh, I think he started halfway through the next sentence or something like that, so that when he was writing, he would stop. He knew what the next sentence was when he picked up his pen next, he would just finish it and keep going. Uh, I really like that one. I like to give myself easy stuff where I, you know, I , I don't stop an article. I'm writing at a hard part. I like to stop at an easy part layout , like, and then you're going to write this, and I somehow will even send it to myself in an email for the next morning where I wake it up, it's like, do this thing right now. You get some momentum. So figure that out. But that's next steps. So that's the essence is the golden hour. I'll just give you the review again. Go to a place where you can focus, open your mind, lead with marketing reps, do your big projects end after one hour and next steps. Now, Eric is not just a gym owner, he's actually a two brain mentor. So Eric, you've discovered something really interesting with the golden hour. What prevents gym owners from dialing in a simple habit that gets results?

Speaker 2:

Well, often it's just that they think of too many things and they don't actually actually do it, right? So there are, the first time I kind of saw all these marketing focuses, they seem very basic. They look really easy, and they really are. But what makes us do it consistently and not overwhelm ourselves with it? Right? So I would say people often think of too many things, just like we always get distracted by something new and interesting and fun. Instead of just doing the basics, doing it well, testing it, and then either repeating it continually, or if it's becoming a habit now, adding a new one , having a habit, adding a new one.

Speaker 1:

Do you help your mentees stack these habits like this? Because I know that like, as a gym one , there's so many things you could do and I , I know that some mentees will get on and they're like, wow, my business is on fire. I have a thousand things to do. Do you stack, excuse me, stack habits with your mentees to help them build these things so that they become a regular part of the routine?

Speaker 2:

Yeah, completely. And again, even since bringing these concepts up to them, we have continually narrowed them down. That was my, my bigger challenge. 'em , in the beginning I saw these things and I was like, okay, let's do this and let's do this and this . And then it was like, we get on a next call and they kind of did one or kind of didn't really do any, like, okay, well what do we need to do here ? How do we outline this? And a lot of 'em , it was just putting the right time in their calendar and sticking to it and helping keep them accountable to actually making it happen, right? So it's, it's arguably the basics, but, you know, and learning each person and what's gonna help them , but it's really not doing too much at once.

Speaker 1:

Yeah. And so you just laid out a , a key concept here, and it's a habit, which could be blocking off a one hour block of time to hit your golden hour stuff block . So that's your habit. You just do that and you do that every day and your mentor checks in and says, did you do it? Yes, I did it. You keep doing it. What that builds into is the entrepreneurial skill of focus where you learn how to just take this time and do the most important thing. And if you're listing right now and you can't figure out what the most important simple thing is to grow your business, that's where mentor comes in. Because a mentor can look at your metrics, look at your data and say, Hey, I've analyzed all these things, length of engagement, average revenue per member, all these other things. And you say, this is the one you need to work on right now because it's going to do better. So let's focus. We're gonna raise your rates because your a RM is too low. We're gonna do it like this tomorrow morning, you're gonna do this part, this part, this part. Everything is laid out step by step . And that's where a mentor can help you. So if you're sitting here saying, I don't know what to do my golden hour, you can work with a mentor to do it. If you're not ready to do that, join Chris's golden hour challenge where he's gonna lead you through this thing so that you're gonna stack some habits, build entrepreneurial skills, and you're gonna get huge, huge momentum. Like, again , Eric, you said 5% growth of headcount just by doing this stuff. Anything else that you saw there? Like when you started pushing on this stuff, did you see other parts of your business improving?

Speaker 2:

Well , yeah, completely, because arguably I'm , I'm getting more done more efficiently, and so this has been really helpful. Like I'm not just the immediate results, which is very important, but I've always been a long-term , um, kind of focused person. So with regards to me reaching out to our, our people, I'm not asking right away or I'm not trying, I , I may get people from these posts and these letters that I'm sending out, but more of it's building rapport, connecting with them, right? And, and this is more of a long-term focus of them understanding our values, what we're doing, other offerings we have, why we're doing certain things, speaking to people and their struggles that we also have. So that's gonna take time , uh, which I'm okay with, but I just, we were not doing some of those things like we needed to consistently. So I'll combo with it too , immediate results and some of the long-term foundation,

Speaker 1:

And think of what that is. Like how often gym owners out there, how often do you send a newsletter? Some of you're gonna say regularly, the rest of you're gonna be like, eh , every seven to 12 months, right? And you're just like, you randomly send out this newsletter and say , it's Christmas for reserve . January, we're starting the newsletter again, and then you just never do anything with it again. I did that. I get it. But what if you sent a newsletter every single week and it was just a quick tip, some info, what's going on in the gym and a testimonial. Those three things bolted in, and you just sent that. And every week your leads, Eric's got 3000 on his , uh, mailing list. They saw your name in their inbox every day, every Wednesday at 9:00 AM or whatever it was . And they just started reading your stories and reading your stories. They're not gonna open all of them , that's fine. But eventually they're gonna open some, they're gonna read, they're gonna get to know you, they're gonna know some stuff. And when they start thinking, maybe I need to lose some weight, they're gonna give you a call. And that's that habit that becomes an entrepreneurial skill that's nurturing leads, building rapport, marketing. It's a huge skill. You can then apply that in any business venture that you ever wanted to do. So that's, that's kind of the big picture of how these things work. And those reps, Chris always talks about reps, those reps get big results. So Eric , speak as a mentor. You've got a listener who's about to purchase the golden hour or think about joining that November 1st challenge that Chris is gonna run. How do they get the best results? What are your tips for success?

Speaker 2:

That's a , that's a really good question. Uh, and it's gonna really sound awkwardly simple, I guess you could say. So first, picking a time and putting it in, right? Putting in your calendar. Literally, it's in my calendar. I have people make fun of me because I even had, like in my calendar yesterday when I needed to cut my hair <laugh> , which I don't have a lot of <laugh> , so it's a very short time. But like finding the time for these things and making yourself, reminding myself when I need to do things right? So putting in the calendar, and then another kind of side tangent to that that I've learned from me too is , uh, I need to not be distracted, right? So the door closing is huge, but I turn my phone on do not disturb.

Speaker 1:

That's a big one, right?

Speaker 2:

And this has been huge, right? Because there's always these things dinging at us and my watch will kind of ding at me and , and , and then you get seeing something and then you're , you're thrown off. So I'd say blocking off the time, finding a way to get do not disturb, going on from one of these things. And then picking arguably one main thing to focus on that you will execute on and working as a habit on , or working until you make it a habit for you. And then we can add a new thing with that. They're not sure what to pick. I would say which thing gets the most bang for its buck first?

Speaker 1:

Yep . And send, I'll just tell you right now, guys, if you are stuck on what to do with what Eric just laid out, block off that time, set your phone and do not disturb and message members you haven't seen for a week, just do that. If you have some extra time, maybe call some departed members and say, Hey, I was just thinking about you. How's your , how's your deadlift right now? Do those two things. That's it. You can move on from this podcast and be done with it. Just with that, Eric , how has your lifestyle changed? And I , it's kinda a two part question here because I wanna know, like let's say on one day your , you've done your goal hour, the day just goes to a fiery storm of hell. How do you feel about that? Right? Do you feel okay now or are you less stressed because you've golden houred your way to some success early in the day?

Speaker 2:

Uh , honestly , yes . Yeah. Like I , I'm getting more done, but I also feel less cluttered, I guess you could say.

Speaker 1:

That's the brain dump too.

Speaker 2:

Exactly. And it also, it means that no matter what, even if something pulled me back or something went downwards or something was negative on the day, I've already done some positive things on my day and I've started with it, right? So that it's , it's actually been very helpful for me. Very helpful. And

Speaker 1:

That's that do that, do one thing to grow your business every day before you do anything else. And then no matter what happens after that, you've still grown your business. You , you , right? Because like the key is broken in the lock and someone needs this and the t-shirt sales and whatever. You're done. You already grew your business and that's the magic of it. So the second part of that question that I hinted at , how does this disorganization that you've put in place to get your golden hour going, how has this helped your, your overall lifestyle? 'cause you said you were a busy guy, you had a lot of stuff going on, you got kids, right? How does this help your overall lifestyle?

Speaker 2:

It's been great because yeah, I , I have a , I have a seven and a 5-year-old and we have two older step kids as well, stuff to do. And I'm very much, and early on in the owning and early on in the parenting, I was , I was not as present as I'm , I would be proud to be, right. So it's, it's definitely been able to help me get more present and be more aware of what's going on with my family than worrying about this person just canceled. What do I do? Who did I reach out to? And so, or at least if I didn't move the business forward from what I could control. So it's been able to help me. It's a constant work in progress, but it's been able to help me compartmentalize where my time and where my focus is without having others bleed into that and affect it. Listeners,

Speaker 1:

We're gonna wrap this up here. Go to a place where you can focus, open your mind, lead with marketing reps, do your big projects end after one hour. Plan your next steps. That is the Golden Hour framework. The Golden Hour is now on Amazon. It's Chris Cooper's ninth book. You can get it via link in the show notes. I recommend you do it. You can also participate in the golden Hour Challenge November 1st. Chris is gonna lead you through it. Everything that Eric's talked about, all the stuff that's getting him results, think of been 5% increase of his head count just from doing this stuff in 60 minutes a day. Chris is gonna lead you through this stuff. He's gonna help you happy ha stack your habits until you create some entrepreneurial skills over those six weeks. You're gonna get a ton of momentum. You're gonna get measurable results, and your business is going to move forward. You'll find out all about that November 1st in Gym Owners United, where Chris is going to be strongly encourage you to do that. And we've, the show is less than an hour. So you've got, you can start your golden hour right now by clicking outta here and doing the stuff that Eric said. Turn off your notifications, start calling members you haven't seen. Eric, thanks so much for being here. I appreciate your time.

Speaker 2:

Happy you , Mike .

Speaker 1:

All right . This is Run a Profitable gym . That was Eric Connor . I'm Mike Warrington . Please get that new book, the Golden Hour. Chris Cooper's ninth . It's out now. And now here's Chris Cooper himself with a final message.

Speaker 3:

Hey, it's Two Brain founder Chris Cooper. With a quick note , we created the Gym Owners United Facebook group to help you run a profitable gym. Thousands of gym owners, just like you have already joined in the group. We share sound advice about the business of fitness every day I answer questions, I run free webinars, and I give away all kinds of great resources to help you grow your gym. I'd love to have you in that group. It's Gym Owners United on Facebook, or go to gym owners united.com to join. Do it today .

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