WEBVTT - Breaking Industry Boundaries with LSKD founder Jason Daniel 👟 0:00:00.400 --> 0:00:04.600 The Rising Conquer Podcast acknowledges the traditional custodians of the 0:00:04.680 --> 0:00:08.320 land which this episode is being recorded, the Yugen Bear region. 0:00:08.920 --> 0:00:13.320 We further acknowledge country throughout Australia and their connections to land, 0:00:13.520 --> 0:00:16.840 sea and community. We pay our respect to their elders 0:00:16.960 --> 0:00:20.880 past and present and extend that respect to all Aboriginal 0:00:20.960 --> 0:00:34.040 and terrest Raid Islander peoples today. Hello and welcome back 0:00:34.080 --> 0:00:35.880 to the Rise and Conquer Podcasts. 0:00:36.240 --> 0:00:38.520 This is the podcast for ordinary. 0:00:38.080 --> 0:00:50.960 People who want to do extraordinary things. Hello and a 0:00:51.040 --> 0:00:54.320 welcome back to the Rising Conker Podcast. It is your host, 0:00:54.400 --> 0:01:00.960 Georgie Stephenson, lawyer turned entrepreneur, wife mum all the things guys. 0:01:01.080 --> 0:01:03.400 Today, I have a goodie for you. 0:01:03.920 --> 0:01:07.959 I am joined in the RNC studio by the founder 0:01:08.040 --> 0:01:12.600 and owner of LSKD, Jason Daniel. So you may have 0:01:12.800 --> 0:01:17.319 already seen on Instagram it is pasted everywhere, but I 0:01:17.360 --> 0:01:22.920 am bringing out my own collection, the Rise Collection, with LSKD. 0:01:23.160 --> 0:01:24.399 This has been in the. 0:01:24.280 --> 0:01:29.880 Making for roughly a year and we've also been working 0:01:29.880 --> 0:01:33.440 together since twenty nineteen, so it is such a beautiful 0:01:33.480 --> 0:01:38.200 evolution of our relationship. And when LSKD asked me if 0:01:38.200 --> 0:01:39.280 I wanted to do a collection. 0:01:40.240 --> 0:01:42.040 Oh, guys, dreams come. 0:01:41.880 --> 0:01:44.800 True because you guys know, I wear active where every 0:01:44.840 --> 0:01:48.440 single day, and so to be able to create activewear 0:01:48.520 --> 0:01:52.160 that ticks all the boxes, exact colors and prints that 0:01:52.600 --> 0:01:55.960 I adore and love, and then to work with LSKD 0:01:56.120 --> 0:01:59.920 and really bring it to life incredible. It's been such 0:02:00.400 --> 0:02:04.920 experience and I'm so proud of this collection. I if 0:02:04.960 --> 0:02:07.760 you haven't seen go check it out on Instagram. So 0:02:08.000 --> 0:02:11.960 it launches this Thursday, the eleventh of August at six 0:02:12.040 --> 0:02:14.200 pm Australian needs to standard time. 0:02:14.240 --> 0:02:16.560 But I'm so bloody excited at tear. What do you 0:02:16.600 --> 0:02:20.480 want from the collection? Guys? 0:02:20.520 --> 0:02:24.919 Are tears getting the Mocker color to match her Fendy's lives. 0:02:26.400 --> 0:02:29.040 Honestly, my list has just been getting longer and longer. 0:02:29.120 --> 0:02:31.200 And then I listened to this episode and I was like, 0:02:31.480 --> 0:02:33.200 it's fine, Jason can take all my money. 0:02:33.360 --> 0:02:35.240 He's the nicest person, is he not? 0:02:35.280 --> 0:02:38.600 The sweetest human and so humble, so down to earth, 0:02:38.600 --> 0:02:40.679 and you can tell like he just does it for 0:02:40.720 --> 0:02:45.400 the community, absolutely, like loves it for offs it. No, guys, 0:02:45.440 --> 0:02:48.079 you're going to love this episode. We chat about how 0:02:48.200 --> 0:02:52.560 Jason started LSKD literally as a teenager, how the brand 0:02:52.840 --> 0:02:56.520 grew and pivoted. Something I love about LSKD it is. 0:02:58.000 --> 0:02:59.840 I don't want to say the only brand, but one 0:02:59.880 --> 0:03:01.320 of the only brands. 0:03:01.080 --> 0:03:04.720 I've known that has literally done a one eighty and 0:03:04.960 --> 0:03:11.080 acet it completely different brand, not completely, but yeah, incredible. Anyway, 0:03:11.160 --> 0:03:13.240 I'm going to stop chatting because we get into so 0:03:13.440 --> 0:03:17.440 much juiciness in this episode and Jason tells it all 0:03:17.560 --> 0:03:20.519 and just has so much knowledge and inspiration. 0:03:20.800 --> 0:03:23.280 After the chat, I was like pumped. 0:03:23.400 --> 0:03:25.800 I was like, oh my god, there's so many exciting 0:03:25.840 --> 0:03:28.359 things I want to implement, a naked harvest and like 0:03:28.560 --> 0:03:30.800 so cool. Yeah, I felt really pumped. So I'm so 0:03:30.840 --> 0:03:31.760 excited to bring. 0:03:31.600 --> 0:03:35.320 This to you. So without further ado, let's get into 0:03:35.320 --> 0:03:41.240 the episode. Jason, Welcome to the Rise and Conker Podcast. 0:03:41.440 --> 0:03:44.480 Thank you, tears in the making. I know, as I 0:03:44.520 --> 0:03:46.840 said before, like this has actually been a goal to 0:03:46.880 --> 0:03:48.960 get on this podcast for a very long time, so 0:03:49.200 --> 0:03:51.080 I'm very privileged, So thank you for having me. 0:03:51.280 --> 0:03:54.440 No, I appreciate that, and I'm really excited to have 0:03:54.520 --> 0:03:56.560 you on this podcast. Because I was chatting to Jason 0:03:56.560 --> 0:03:58.920 off air and just explaining that, you know, this podcast, 0:03:59.040 --> 0:04:02.600 my mission is a out empowering women to live their 0:04:02.600 --> 0:04:06.240 best life and really challenge the status quo and go 0:04:06.320 --> 0:04:09.480 after what they want, and you encompass that in everything 0:04:09.560 --> 0:04:09.960 you do. 0:04:10.360 --> 0:04:10.680 Thank you. 0:04:10.920 --> 0:04:13.720 So, I think the girl's going to love this one. 0:04:13.880 --> 0:04:16.960 I think they're going to feel so inspired. But for 0:04:17.040 --> 0:04:19.480 those who may not know who you are, do you 0:04:19.520 --> 0:04:21.840 want to just give us a little intro, a bit 0:04:21.839 --> 0:04:23.800 of glimpse into who Jason is. 0:04:23.760 --> 0:04:24.400 And what he does? 0:04:24.600 --> 0:04:26.159 Oh how long have you got? 0:04:27.560 --> 0:04:27.880 Guys? 0:04:28.000 --> 0:04:31.120 Jason can talk underwater and you know I can, So 0:04:31.560 --> 0:04:33.200 you're probably in for a long one here. 0:04:33.600 --> 0:04:35.680 I didn't. Yeah, I get told a lot. I talk 0:04:35.720 --> 0:04:38.560 too much, But my story is crazy. I mean I 0:04:38.600 --> 0:04:41.839 grew up wanting to be a professional motocross athlete, you know, 0:04:41.920 --> 0:04:45.160 from a young age. I suppose the name loose kid 0:04:45.240 --> 0:04:48.240 actually started out as a high school nickname. So when 0:04:48.240 --> 0:04:50.600 I grew up riding BMX, that's how it started. You 0:04:50.600 --> 0:04:52.440 could sell the little loose on a bike and it 0:04:52.520 --> 0:04:55.679 was just a nickname that started from riding VMX at school. 0:04:55.839 --> 0:04:58.640 And when the name started, it was that kind of 0:04:58.680 --> 0:05:00.680 word of the month everyone has when you're growing out, 0:05:00.720 --> 0:05:02.280 you have this word, and the word loose kid was 0:05:02.279 --> 0:05:05.880 a word we used, and you know, we actually ended 0:05:05.920 --> 0:05:08.320 up turning it into a brand. My mum helped me 0:05:08.360 --> 0:05:10.080 a lot back then. She was a huge help, got 0:05:10.080 --> 0:05:12.520 me the trademark papers. Someone told me to turn to 0:05:12.600 --> 0:05:14.320 a brand and to be honest, I didn't. Yeah, and 0:05:14.360 --> 0:05:15.560 it was I was like, you know, I was in 0:05:15.640 --> 0:05:16.119 high school. 0:05:16.120 --> 0:05:17.520 I did have to say, how old were you at 0:05:17.560 --> 0:05:18.120 this point? 0:05:18.360 --> 0:05:21.400 I was I would have been fourteen or like fourteen, 0:05:21.440 --> 0:05:24.839 maybe three or fourteen when the name started. Yeah, And 0:05:24.880 --> 0:05:27.320 I always didn't really understand what a brand was, to 0:05:27.360 --> 0:05:30.039 be honest, and I knew that I could turn it 0:05:30.080 --> 0:05:32.640 into something, but I hadn't committed myself to be honest. 0:05:32.720 --> 0:05:35.240 And so through that we got the trademark papers and 0:05:35.240 --> 0:05:38.360 we trademarked it loose Kid Industries. And for about from 0:05:38.400 --> 0:05:40.919 around two thousand and two to two thousand and seven, 0:05:41.320 --> 0:05:43.720 we made T shirts. We you know, we sold at 0:05:43.720 --> 0:05:46.200 the motocross tracks, and we set up at events, really 0:05:46.240 --> 0:05:49.760 grassroots marketing to what they talk about as community today 0:05:49.920 --> 0:05:51.960 and brand building. And you know, I was going and 0:05:52.040 --> 0:05:54.560 racing on weekends all over Queensland and even New South 0:05:54.560 --> 0:05:56.920 Wales and we'd set up and we'd create a community 0:05:56.960 --> 0:05:58.640 and I didn't really understand what I was even building 0:05:58.680 --> 0:06:01.119 back then, but it was just a bunch of fun 0:06:01.160 --> 0:06:03.160 and you know, to me, it was about racing moto 0:06:03.200 --> 0:06:06.159 and being a professional athlete. And I actually then started 0:06:06.160 --> 0:06:08.440 a carpentry apprenticeship, so I did too. 0:06:09.240 --> 0:06:10.160 Oh I didn't know that. 0:06:10.480 --> 0:06:12.960 Yeah, so I tried to be a sparky and couldn't 0:06:12.960 --> 0:06:16.160 do that. Lasted three months after school, but then I 0:06:16.200 --> 0:06:18.160 did a year out of that into another job, which 0:06:18.240 --> 0:06:20.679 was working in a brick laying yard actually like looking 0:06:20.680 --> 0:06:23.960 after trucks and managing trucks and you know where the 0:06:23.960 --> 0:06:26.240 bricks were going, et cetera. And I really kind of 0:06:26.320 --> 0:06:28.039 was like what am I doing? And then went, actually, 0:06:28.040 --> 0:06:29.720 I need to trade, like I need to get a ticket, 0:06:29.800 --> 0:06:31.640 and actually this is a year out of school. It 0:06:31.640 --> 0:06:33.120 was about a year out of school, and I thought, 0:06:33.160 --> 0:06:35.039 you know what, I've got to get a ticket. And 0:06:35.040 --> 0:06:36.480 I actually had a day off a week to go 0:06:36.560 --> 0:06:39.440 riding where I was working for a family friend. And 0:06:39.480 --> 0:06:41.719 instead of going riding, I went and worked for this 0:06:41.800 --> 0:06:43.839 carpenter a day a week for free for about three 0:06:43.880 --> 0:06:46.520 months because no one was giving apprenticeships back then, and 0:06:46.560 --> 0:06:48.760 I thought, you know what, very hard, Yeah, and even 0:06:48.839 --> 0:06:51.240 obviously the same today as it was back then. So 0:06:51.279 --> 0:06:52.839 I was like, I'll work for you for free, you know, 0:06:52.920 --> 0:06:54.400 one day a week, and I was probably doing ten 0:06:54.440 --> 0:06:56.560 hour days and honestly, I was loving it. And then 0:06:56.600 --> 0:06:58.680 he gave me an apprenticeship for you know, seven dollars 0:06:58.720 --> 0:07:01.000 an hour first year, and I had to sell a 0:07:01.000 --> 0:07:03.200 bunch of stuff. So I sold my jet ski. You know, 0:07:03.200 --> 0:07:05.760 I was making pretty good money as a seventeen year 0:07:05.760 --> 0:07:07.800 old kid, and so I sold my jet ski and 0:07:07.920 --> 0:07:09.279 so I got you know, the main thing is I 0:07:09.279 --> 0:07:11.240 can afford to go racing moto, and you know, I 0:07:11.240 --> 0:07:13.520 had some amazing sponsors when I raced. And then yeah, 0:07:13.560 --> 0:07:15.520 I started my apprenticeship. And then it was about two 0:07:15.520 --> 0:07:17.760 thousand and seven and I'd already been with my you know, 0:07:17.960 --> 0:07:20.160 my wife but girlfriend then for a couple quite a 0:07:20.200 --> 0:07:22.240 few I think three years then, and I went, you 0:07:22.240 --> 0:07:23.720 know what, I'm going to do something with this brand, 0:07:23.800 --> 0:07:25.840 Like I can do something with this, I can create, 0:07:26.000 --> 0:07:28.040 this could be my job. So I think I was 0:07:28.080 --> 0:07:29.960 second year into my apprenticeship and I was like this 0:07:30.000 --> 0:07:31.240 is it, Like I'm going to I'm going to turn 0:07:31.240 --> 0:07:34.240 this into my career. And I was like, okay, how 0:07:34.240 --> 0:07:35.760 do I even make a shirt? Like how do I 0:07:35.800 --> 0:07:38.440 make like, you know, not just a shirt like one shirt? 0:07:38.480 --> 0:07:40.440 How do I make that? And it was really interesting 0:07:40.480 --> 0:07:42.080 because I went through times where I was wearing the 0:07:42.120 --> 0:07:44.640 shirt I was wearing on a job site and I'm like, 0:07:44.640 --> 0:07:46.440 this shirt's pretty good, and I looked at the label. 0:07:46.440 --> 0:07:47.960 I'm like, oh, I think this is guilding. Okay, I 0:07:48.040 --> 0:07:50.240 lot google Guilden and then I'm like, oh, well, they'll 0:07:50.240 --> 0:07:53.239 make our shirts. Because I liked wearing and working, they lasted, 0:07:53.320 --> 0:07:55.760 so it was just like just finding things and niches 0:07:55.760 --> 0:07:57.560 and I was getting up in the morning, it's you know, 0:07:57.720 --> 0:08:00.680 five in the morning, working till six, starting working six thirty, 0:08:01.040 --> 0:08:02.960 you know, my lunch break. I was making phone calls 0:08:02.960 --> 0:08:05.360 to retailers and I didn't even have a catalog. I 0:08:05.400 --> 0:08:06.640 was just trying to sell T shirts. You know, it 0:08:06.760 --> 0:08:08.800 might have been a sheet of paper. So from two 0:08:08.800 --> 0:08:11.160 thousand and seven twenty ten, it was kind of this 0:08:11.200 --> 0:08:13.880 period of just you know, I'd work a week and 0:08:13.920 --> 0:08:15.720 on a Saturday when I was going racing, I would 0:08:15.760 --> 0:08:17.640 stop at a retail store and try and sell to 0:08:17.680 --> 0:08:19.760 them on a Saturday, when you typically don't sell to 0:08:19.840 --> 0:08:21.960 stores on a Saturday, that's the busiest day of trade. 0:08:22.000 --> 0:08:23.840 And yeah, and it was just it was literally just 0:08:23.960 --> 0:08:26.520 hustling to kind of turn this into my career. And 0:08:26.560 --> 0:08:28.120 I didn't know what it meant then, but I just 0:08:28.160 --> 0:08:30.640 wanted it to be a job. It wasn't about you know, 0:08:30.760 --> 0:08:32.680 social media wasn't a thing then. You know, I was 0:08:32.679 --> 0:08:35.360 working with magazines, so I really got this experience of 0:08:35.400 --> 0:08:37.679 what it was like before social media. And I was 0:08:37.760 --> 0:08:39.480 in my early twenties. I think I was like twenty one, 0:08:39.559 --> 0:08:44.000 twenty two, And in twenty ten, I finished my apprenticeship 0:08:44.040 --> 0:08:46.000 and then went full time to another apprenticeship, which was 0:08:46.080 --> 0:08:48.560 you know LKI. When we transitioned in two thousand and seven, 0:08:48.559 --> 0:08:51.000 twenty ten, I went full time and we moved into 0:08:51.040 --> 0:08:53.520 this little warehouse which we've only just recently moved out of. 0:08:54.280 --> 0:08:55.360 Was it the same warehouse? 0:08:55.600 --> 0:08:58.599 Yeah, yeah, So we moved fulfilm it like warehouse for 0:08:58.679 --> 0:09:00.959 filming centers. A couple of times. We kept the original 0:09:00.960 --> 0:09:03.640 office where we still have it now. We still got 0:09:03.679 --> 0:09:05.160 it at the moment. But yeah, and it was cool. 0:09:05.200 --> 0:09:07.520 I mean we then you know, went full time and 0:09:07.600 --> 0:09:09.320 it was just go tell us. 0:09:09.240 --> 0:09:12.920 About what was kind of the first you know, big break. 0:09:13.040 --> 0:09:16.040 So for example, when I think of Loose Kids, I 0:09:16.080 --> 0:09:18.640 think of it being in City Beach and me being 0:09:18.720 --> 0:09:21.800 fourteen being in City Beach and like seeing the brand 0:09:22.000 --> 0:09:25.040 and knowing the brand started, so me and Jason have 0:09:25.160 --> 0:09:27.960 both come from the same area growing up and knowing 0:09:27.960 --> 0:09:29.640 the brand started that and being like, oh yeah, that's 0:09:29.679 --> 0:09:31.000 like that's cool sort of thing. 0:09:31.480 --> 0:09:34.040 My apprenticeship, right, I think in the Redlands. 0:09:33.559 --> 0:09:39.080 So yeah, you know, represent yeah, I mean the first 0:09:39.640 --> 0:09:40.360 it was a couple of things. 0:09:40.400 --> 0:09:42.040 I mean, we sponsored a lot of athletes, so that 0:09:42.160 --> 0:09:43.760 was some big things where we got to sign one 0:09:43.800 --> 0:09:47.280 of the best in Australia and I really realized that 0:09:47.480 --> 0:09:49.760 we actually, you know, we had no money and I 0:09:49.840 --> 0:09:52.640 ended up having this really top athlete who was winning 0:09:52.720 --> 0:09:54.800 championships where the brand and I was like, wow, he 0:09:54.920 --> 0:09:57.840 loves the brand. This is crazy and which really learned 0:09:57.840 --> 0:10:00.680 to foster it's about a relationship and a connection first 0:10:00.760 --> 0:10:03.480 when you're working with anyone as opposed to just a 0:10:03.520 --> 0:10:05.960 monetary thing. And he loved the brand. That was a 0:10:05.960 --> 0:10:08.040 big break because I was like, you know, see this 0:10:08.080 --> 0:10:10.560 guy at the tracks and this athlete loved it, and 0:10:10.600 --> 0:10:12.720 I was like, this is really cool. And then the 0:10:12.760 --> 0:10:14.800 next probably big break was getting into say a City 0:10:14.840 --> 0:10:16.960 Beach then, you know, I think it was around twenty eleven. 0:10:17.080 --> 0:10:19.640 You know, we got into City Beach and they placed 0:10:19.679 --> 0:10:21.640 their first order and it took time. You know. I 0:10:22.080 --> 0:10:25.040 remember getting stood up by the buyer my first meeting. 0:10:25.080 --> 0:10:26.760 I was up there and he forgot about me and 0:10:26.800 --> 0:10:28.679 I was there sitting in the office waiting for a meeting, 0:10:28.679 --> 0:10:31.120 and they just did he'd forgotten he was out at lunch. 0:10:32.840 --> 0:10:34.920 I actually know that person, and I was telling the 0:10:35.000 --> 0:10:37.160 other day, give them shit, but yeah, you know, and 0:10:37.200 --> 0:10:39.360 I was like, you know what, like that's just what happens. 0:10:39.360 --> 0:10:41.480 You know, it's going to take time, and yeah, like 0:10:41.559 --> 0:10:43.720 you got stood up. I could have said, no, don't 0:10:43.760 --> 0:10:45.360 worry about it, but I just kept going back and 0:10:45.400 --> 0:10:48.000 you know, posting catalogs and then you ended up building 0:10:48.000 --> 0:10:50.480 a great relationship with them, and they were amazing over 0:10:50.520 --> 0:10:52.640 the years we were in there. And that was a 0:10:52.679 --> 0:10:54.840 huge break because it really helped us to elevate to 0:10:54.840 --> 0:10:57.400 get into you know, think it was sixty plus stores then. 0:10:57.520 --> 0:11:00.280 Yeah, it almost maybe made the brand more mainstream. 0:11:00.800 --> 0:11:02.720 Yeah, I think it did. I think it did. And 0:11:02.760 --> 0:11:05.440 we were still doing a lot of magazine ads and 0:11:05.840 --> 0:11:08.000 you know, I was shooting in magazine ads as well, 0:11:08.040 --> 0:11:09.560 and I'd put stickers all over the helmet. I mean, 0:11:09.559 --> 0:11:11.920 we don't even make stickers today with LSKD, but we 0:11:11.960 --> 0:11:14.679 were making stickers. And yeah, there was just this that, 0:11:14.840 --> 0:11:16.800 and then we started to get in some other stores. 0:11:16.960 --> 0:11:18.760 I mean we're in a lot of independence. We're probably 0:11:18.760 --> 0:11:21.640 in around two hundred around Australia. Ye. Well, and then 0:11:21.679 --> 0:11:24.160 we were designing, you know, the way we developed product, 0:11:24.320 --> 0:11:26.400 and you know, I got to take my first trip 0:11:26.440 --> 0:11:30.120 to China in twenty eleven, so I started learning manufacturing 0:11:30.160 --> 0:11:32.960 and building relationships with manufacturers all over the world and 0:11:33.120 --> 0:11:35.840 just got to learn through that journey. And from about 0:11:35.840 --> 0:11:39.440 twenty ten to twenty seventeen, we were kind of just 0:11:39.520 --> 0:11:43.000 making everything for everyone. You know, we made life jackets, 0:11:43.160 --> 0:11:46.040 motocross gloves, and we just because we used them. You know, 0:11:46.080 --> 0:11:49.200 we love wakesurfing, we love mountain biking. We just made 0:11:49.200 --> 0:11:51.640 it all. And then we had sportswear and streetwear and 0:11:52.240 --> 0:11:54.120 we didn't and we were selling to so many different 0:11:54.160 --> 0:11:56.120 retailers and I didn't really realize it was taking a 0:11:56.160 --> 0:11:58.760 lot of energy away from actually focusing on one thing 0:11:58.880 --> 0:12:00.080 and what we were passionate. 0:11:59.760 --> 0:12:01.760 About so like spreading yourself thin. 0:12:01.880 --> 0:12:04.360 Correct, like we were everywhere, and I didn't realize I 0:12:04.440 --> 0:12:06.560 was just putting too much time into everything but not 0:12:06.679 --> 0:12:10.240 into one thing. And I really kind of was kind 0:12:10.240 --> 0:12:13.320 of like, what's the why, Like what's my wife? So 0:12:13.360 --> 0:12:16.240 I kind of went through this period of just pushing, pushing, pushing, 0:12:16.280 --> 0:12:18.160 and then going realizing. And I think by then we're 0:12:18.160 --> 0:12:20.800 about a team of twelve by around twenty eighteen, and 0:12:20.800 --> 0:12:22.560 we stayed around that for a while. I was twenty 0:12:22.559 --> 0:12:26.800 seventeen twenty eighteen and at that time I'm trying to 0:12:26.800 --> 0:12:29.160 remember the date, but I actually my wife fell pregnant. 0:12:29.640 --> 0:12:33.560 Ali felt pregnant and you know, with our first child, Hendrix, 0:12:33.600 --> 0:12:35.800 and it actually woke me up, like it was the 0:12:35.800 --> 0:12:37.600 best thing ever, Like it actually made me go, wow, 0:12:37.720 --> 0:12:39.560 like okay, I'm going to be dad now, this is amazing. 0:12:39.640 --> 0:12:41.719 I'm so excited. But I actually, you know, it's not 0:12:41.920 --> 0:12:44.800 just like I've actually got a family now, so you know, 0:12:44.840 --> 0:12:47.000 I'm on the other side of it with as parents, 0:12:47.040 --> 0:12:48.920 and so it really woke me up. And I just 0:12:48.920 --> 0:12:51.240 went through this period of I tried to go to 0:12:51.320 --> 0:12:54.560 like I suppose that those events earlier on and I 0:12:54.600 --> 0:12:56.520 was probably a little bit stubborn, and you know these 0:12:56.520 --> 0:12:58.480 events he's kind of whether it's an entrepreneur event or 0:12:58.520 --> 0:13:00.320 these different events. I was like, I didn't need to 0:13:00.360 --> 0:13:02.720 go to that stuff, where really I did and I 0:13:02.720 --> 0:13:05.800 needed to learn, and I can remember the dates, but 0:13:05.880 --> 0:13:08.439 I started listening. I went to a course called Landmark 0:13:08.559 --> 0:13:10.880 in around twenty fifteen, and I took my wife and 0:13:10.920 --> 0:13:13.840 my mom and that was a huge transformation. That went 0:13:13.880 --> 0:13:16.319 to Toast Masters and learned how to public speak because 0:13:16.760 --> 0:13:18.680 I hate speaking in front of people, as everyone does, 0:13:18.720 --> 0:13:20.360 even if it was ten people. So I went to 0:13:20.400 --> 0:13:22.320 with Toast Marses for two years because I'm like, I 0:13:22.320 --> 0:13:23.040 have a huge. 0:13:22.800 --> 0:13:26.040 Fear, like, wow, I didn't know that I wouldn't like 0:13:26.120 --> 0:13:27.080 I wouldn't think that. 0:13:27.320 --> 0:13:29.080 Yeah one on one, I'm okay as soon as you 0:13:29.080 --> 0:13:31.480 put me, probably shit myself. So I was like, I've 0:13:31.520 --> 0:13:32.960 got to get better. So I went to them, and 0:13:33.000 --> 0:13:35.680 you've learned how to do you know, like meeting structure. 0:13:35.720 --> 0:13:37.800 So I just kind of slowly started thinking I've got 0:13:37.840 --> 0:13:40.000 to get out of my comfort zone and start learning more. 0:13:40.080 --> 0:13:44.800 Yeah, well and almost like thinking having that shift of 0:13:45.280 --> 0:13:48.640 I guess, you know, personal development and wondering, wanting to 0:13:48.720 --> 0:13:51.880 better yourself and being like, oh, actually I do need 0:13:52.000 --> 0:13:54.560 a little bit of help, rather than kind of feeling 0:13:54.559 --> 0:13:55.800 like you were coasting it before. 0:13:56.000 --> 0:13:57.640 Yeah, correct, Like I kind of was like, oh, I'm 0:13:57.640 --> 0:14:00.120 in these stores, I'm doing great. It's all good, and 0:14:00.320 --> 0:14:03.240 you know, things started to shift and you know it 0:14:03.280 --> 0:14:04.240 didn't know. 0:14:04.800 --> 0:14:08.360 What's really interesting is obviously everyone knows I just had 0:14:08.360 --> 0:14:08.720 a child. 0:14:08.920 --> 0:14:13.040 If you don't know, I have a girl. And I've 0:14:13.240 --> 0:14:14.880 felt this big. 0:14:14.720 --> 0:14:19.280 Internal shift where I think this like huge transition where 0:14:19.840 --> 0:14:21.840 I don't know, like I said it the other day, 0:14:21.840 --> 0:14:23.840 where it's like I feel like I had when I 0:14:24.080 --> 0:14:25.200 birthed Ivy. 0:14:25.280 --> 0:14:26.560 It was like a death of my. 0:14:26.560 --> 0:14:30.000 Old self and it's like this new self, this new chapter. 0:14:30.560 --> 0:14:33.680 But I feel very unclear about what that is and 0:14:33.760 --> 0:14:36.840 like who I am and what this means. But I 0:14:36.920 --> 0:14:40.120 just feel like this you know, shift coming and it's 0:14:40.240 --> 0:14:43.040 making me, like you're saying, like for the first time, 0:14:43.120 --> 0:14:43.680 being like. 0:14:44.240 --> 0:14:46.200 Like I know what my purpose is, but you know 0:14:46.400 --> 0:14:47.800 what is what is that? 0:14:48.840 --> 0:14:49.640 Yeah? It just. 0:14:51.520 --> 0:14:55.120 Yes, yeah, and like create a legacy and all these 0:14:55.160 --> 0:14:58.080 different things that I just never thought about before. So 0:14:58.120 --> 0:15:00.360 that that's very interesting that you said that, because I 0:15:00.360 --> 0:15:02.400 didn't know, Like, obviously I'm on the side of being 0:15:02.400 --> 0:15:04.560 the mother, but it's so interesting that you said that, 0:15:04.680 --> 0:15:06.760 of being a father and kind of going through this 0:15:06.880 --> 0:15:11.760 peak shift. Tell us about so loose kids, we're now pivoting, 0:15:11.840 --> 0:15:16.720 we're changing and you changed into LSKD. Tell us about 0:15:17.040 --> 0:15:20.360 the why, what happened? What was involved in this move? 0:15:20.640 --> 0:15:23.440 It was Yeah, it was crazy. I mean what year 0:15:23.520 --> 0:15:26.880 was this? Sorry, so September twenty eighteen, twenty eighteen, September 0:15:26.880 --> 0:15:29.240 twenty eighteen, so it's not that long ago. Really four 0:15:29.320 --> 0:15:32.320 years in coming up in September when we actually changed 0:15:32.320 --> 0:15:34.000 the brand and we kind of rebuilt everything from the 0:15:34.000 --> 0:15:35.880 ground so I kind of treat as a whole new brand. 0:15:36.040 --> 0:15:37.720 Yeah, I would say it's a whole new brand. 0:15:37.840 --> 0:15:41.080 Yeah. And the years of LKI which were amazing, and 0:15:41.400 --> 0:15:43.520 the amazing thing was the community really came along for 0:15:43.560 --> 0:15:46.600 the journey and it was kind of like it was 0:15:46.600 --> 0:15:49.120 almost like on the job NBA, you know, university and 0:15:49.160 --> 0:15:51.040 I never went to university. It was like I got 0:15:51.040 --> 0:15:53.320 to learn so much from that. But the transition started 0:15:53.320 --> 0:15:55.560 where I actually got started listening to books, and to 0:15:55.600 --> 0:15:57.120 be honest, the first book I listened to was the 0:15:57.120 --> 0:15:59.800 founder of Lulu Lemon, and I actually just I just 0:15:59.840 --> 0:16:02.680 really resignated with his story and what he went through, 0:16:02.720 --> 0:16:04.720 and I just kind of resonated. And then I just 0:16:04.720 --> 0:16:07.120 started listening to all these other books and then you know, 0:16:07.160 --> 0:16:07.720 there's good to. 0:16:08.000 --> 0:16:09.000 Books change your life. 0:16:09.240 --> 0:16:12.120 Yeah, as cliche as it sounds. And then I just started. 0:16:12.160 --> 0:16:15.720 And I actually my CFO he started a month before that. 0:16:16.160 --> 0:16:18.200 He started day a week, and you know, we we 0:16:18.240 --> 0:16:20.160 had a government grant that paid for him. Like, I 0:16:20.200 --> 0:16:22.480 couldn't afford to take a CFO on a day week, 0:16:22.480 --> 0:16:24.120 so I had a government grant that helped pay for that. 0:16:24.200 --> 0:16:27.120 Like we weren't doing that great. And he started teaching me. 0:16:27.200 --> 0:16:30.040 You know, everyone has a like, I'm so passionate about 0:16:30.040 --> 0:16:31.560 our brand and our mission and values, but you know, 0:16:31.600 --> 0:16:33.800 I wasn't. I wanted to understand it, but I'm not 0:16:33.880 --> 0:16:36.160 an accountant, and I didn't understand that. But I've realized 0:16:36.160 --> 0:16:39.160 the importance of understanding the art and the science together. 0:16:39.360 --> 0:16:42.520 So I started really learning, you know, where to focus on. 0:16:43.120 --> 0:16:45.800 But he joined and I just when I started listening 0:16:45.800 --> 0:16:47.840 to his books, I started sharing books with other people, and 0:16:47.840 --> 0:16:50.120 then they started giving me feedback, and it was about 0:16:50.160 --> 0:16:52.240 twenty seventeen, I was listening to these books, going, okay, 0:16:52.240 --> 0:16:53.920 what is my wife? You know, there's good to great 0:16:53.960 --> 0:16:57.320 and all these different books from Jim Collins and Simon Sinek, 0:16:57.400 --> 0:16:59.240 and I was like hanging on. Like I grew up 0:16:59.240 --> 0:17:02.000 wanting to be a pro athlete. I grew up doing 0:17:02.040 --> 0:17:05.199 every sport like surf, life saving soccer. You know. I 0:17:05.320 --> 0:17:07.800 loved being a part of stuff. And I didn't realize. 0:17:07.800 --> 0:17:10.360 You know, I think my twenty first birthday, we ad Ministry, 0:17:10.359 --> 0:17:12.280 a sound player and DJ play at my house. You know, 0:17:12.280 --> 0:17:13.600 it was like one hundred and twenty people, but it 0:17:13.600 --> 0:17:15.280 wasn't really about the party. It was about the community 0:17:15.280 --> 0:17:17.320 of all different athletes together. And I was like, hang on, 0:17:17.359 --> 0:17:19.760 this is a I really looked at my childhood growing 0:17:19.800 --> 0:17:21.199 up and what I loved, and you know, it was 0:17:21.280 --> 0:17:23.520 very like have a great childhood, and I was like, 0:17:23.600 --> 0:17:25.879 what am I doing here? And then I realized the 0:17:25.920 --> 0:17:29.320 brand actually was kind of created from that of what 0:17:29.400 --> 0:17:32.320