What is the profile of Aviron's target consumers, and has it changed since shifting from B2B to direct-to-consumer?

We were a much different company back then, much smaller. The content wasn't as clean. I think we were appealing to an older demographic at first, because the product appealed to families where it's something that the parents can use, but also their children could use. And it’s rowing, so it's super efficient and low impact; if you only had five or 10 minutes during lunch or after work, you'd hop on and play a video game.

I thought it would appeal to a younger demographic at first, and I also thought it would appeal more towards men. But in the early days it was 50 and older, and skewing actually more female than men. As we've grown and we're getting to a larger scale, that demographic has gotten a lot younger and it is starting to skew slightly more towards males, but still relatively balanced between both males and females.