I don't think it's a niche; I think it's a massive category that's been underserved.

We're cutting new ground. It's something to be proud of. We're talking about nine institutions, eight markets, seven states and a very wide footprint.

[Office supplies] was really a blah category. We decided to really carve a niche out.

If it's a Category 3 at landfall, it's equivalent to 25 Category 1s,

If it's a Category 3 at landfall, it's equivalent to 25 Category 1s.

Fitness is definitely an important category for us.