What changes facilitated Aviron's shift to direct-to-consumer, and what obstacles were faced during that transition?

The biggest obstacle was just cash, being able to acquire customers, support the customers, logistics. All that is a lot more complicated—going direct-to-consumer and running an ecommerce site—than it is to sell to value added resellers that go out and do all the sales and installs for you. We were forced into the pivot because we launched the business and started selling in 2019, which was pre-pandemic.

When the pandemic began businesses abruptly stopped purchasing and consumer began purchasing in greater volumes. So although we had already been planning an additional home rower and eventual addition of a DTC business we were forced to pivot and modify and launch the home rower much more quickly. It wasn’t crazy unlock, it was more the conditions of the market.