How does Aviron address the challenge of customer acquisition costs in connected fitness through paid advertising and marketing?

Yes, it's mainly paid marketing via Facebook and Google. For our business, it's maybe a little bit different because attribution is very challenging due to the length of the sales cycle. It’s very long and it's a high-consideration item; people are taking two to three months, sometimes they can take 12 months to purchase our product.

So we don’t always know where our customers are coming from, which leads to pouring in money everywhere. This especially changed when iOs 14 came on last year where the access to data dried up, so there’s even less visibility and that's what’s driving up acquisition costs.