Shopify hits $5.1M per minute in peak Black Friday sales as Harley Finkelstein breaks down the state of commerce

Harley out.

Grow him in. Harley, how are you doing?

Oh, look at that. Oh,

where's your top? Casual Friday over there. [laughter]

Wait a second. [gasps]

Throw them up. Throw them up.

It's Let's go.

That's fantastic.

I don't I don't know where you guys get these outfits, but I'm in.

They're fantastic. Yes,

they're fantastic looking.

Some Some people say we look like the Riddler. I think it's very clear that We look I think we look great. I will tell you, I don't know how many suits you guys have, but I assume you have every color of the uh in your closet.

Not green. Not green.

I've got I've got a darker green.

Oh, you have a dark green. Yes, you have dark. I went with brown.

But but nothing quite this green. Nothing quite this green. Shopify.

Kevin Kevin from Tacovus is coming on later on. I just got a text message from him. He sent me a photo of their store in Austin, which I think he's going to be calling in from. And apparently uh they have a fire fire marshal issue there because the store is so insanely packed. So they'll tell you the story of what they're doing there, but it looks really cool.

Amazing. And what what do you got going on behind you here?

Yeah.

So we're I'm at the uh I'm at the New York port, our office here in New York City, uh the other capital of Capital, other than of course where you are right now. And I have the Shopify dashboard behind me. Uh and we are doing $4.3 million per minute. We're doing 40,000 per minute. Per minute. Ching.

Yeah.

Yeah.

What is this?

40,000 uh orders per minute. And since we started counting last night at around 7:00 p.m. EST, about 26 million unique shoppers across Shopify. And then I just posted this just before I got on the show here. Let me tell you guys, you guys want this information.

Of course you do. 12:01 p.m. today, we hit a peak sale of $5.1 million uh per minute. 5.1 million.

Yeah.

Hit the gong for that one, John.

Which is pretty good.

Let's We got to warm up the gong. I feel like we're going to be hitting it a lot today.

There's going to be a lot of that. Yes. Good.

A lot of that.

Excellent. Excellent.

Uh maybe I would love to kind of get your view. I I think people have a good sense of like the history of of Black Friday as a sort of like uh the Super Bowl of of shopping for a long time now, but I' I'd love to get a sense of how you've experienced it across the years specifically at Shopify and and and how it's evolved uh from your view.

Yeah. Well, look, I think uh I think Black Friday initially as the history of it was Black Friday actually belonged to physical retailers and specifically big box stores and then kind of Cyber Monday was kind of the time where the direct to consumer startups began to take hold of it and something sort of flipped over the last I I guess eight or nine years or so where ultimately uh these direct to consumer independent brands not not necessarily small ones, large one also began to kind of take over Black Friday. And so I I think what we've ended up with is sort of Black Friday has become kind of the Super Bowl for entre entrepreneurs. What we've noticed is that they they prepare all year for this weekend and what we do is we we spend the year building for them. Um you know we I think most people you know associate shop with small businesses but we also power you know the likes of on running or Mattel or Birkenstock or you know Alo Yog or Viori. So, what's interesting is that, and we'll see this across the show over the next couple of hours, that regardless of what size of merchant you're going to be talking to, they have one thing in common, which is they they identify as entrepreneurs. So, whether you're the CEO of a publicly traded direct to consumer business like on running or you started your business two years ago, you you sort of you are an entrepreneur. And this weekend and this sort of four days is kind of when we celebrate them. I think the cool part about it is that this year in particular, it does kind of feel like the first time these first- time entrepreneurs are are kind of standing shoulder-to-shoulder with much larger brands. I think part of the reason is that technology has just gotten so good. So that you know the most viral videos that you're seeing from brands today are not these super produced ones. In fact, often it's like some person in their car with their phone on the way to like the gym and that video ends up getting a ton of virality. I think also, you know, we'll talk about like agentic commerce and social commerce, but I think some of these new areas where commerce is happening as opposed to sort of the big stores, physical stores allows for more of these small businesses to get seen a lot faster. And the end result, of course, is that, you know, things are just blowing up. Um, but yeah, we have the live globe. It's my favorite thing we do every year. You guys pointed out that, um, you know, it's sort of like nerd heaven here. Anyone at home can watch, uh, bfcm.shop shop and uh you know it's it's as you can see it's moving. We're at 4.5 million uh sales, excuse me, dollars per minute right now. And again, we peaked at about 5.1 and it's it's really cool. One of the other things I want to show you is um we you guys I don't know if you can see it here, but we also took over the sphere in Vegas.

Um I don't if you guys have a shot of that to pull up, but

there we go. It's amazing.

Yeah. So we we took over the sphere in Vegas. We do this, we've done this the last two years or so. It is the world's largest LED screen. And the idea here is like, can we just put entrepreneurship like on stage? And so this is a visualization of global sales happening in real time. Every arc you see is actually a live order. And what's really interesting is that every one of these confetti bursts is a merchants's first sale. So it's happening right now about every 26 seconds a new entrepreneur is making their first sale on Shopify. Amazing. And and this is this is people's entrepreneurship journeys starting in real time. I love seeing this.

Yeah. I I love I love the sphere just as like a like a monument, but it's also just I love it when you find a you know a match for what fits on the screen. Like the globe obviously works very well.

It works well. Yeah.

And and and there are lots of things that you know they do marketing campaigns on the on the sphere and you're kind of like oh well like that would have worked on a normal billboard. Uh the the the the Black Friday Cyber Monday sphere is like uniquely

Yeah. We were in Vegas for F1 and they were just they just had a bunch of different driver views on the sphere.

There were some cool ones where it was like the helmet and and you could see Brad Pitt's face. That one was kind of cool. Obviously if there's like a tennis ball or a basketball like that can work really well. Uh but yeah,

what's interesting actually on the sphere when we first went to them two years ago, we told them we want to we want to broadcast live and and actually at that particular point on the sphere it had to be a recording. you couldn't actually broadcast live. So now you can do it live. But that's that's basically um that's the reaction to Shopify actually building it and we start

they have to have a pretty high level of trust with the company that is broadcasting live to the sphere. Imagine they're certainly not going to make that open [laughter] and programmatic.

I think the cool thing about the sphere also is, you know, the sphere obviously is is it's located in Las Vegas, but the the vast majority of people that look at it are, you know, it's usually on social, not in Vegas as well. So, it's kind of an interesting kind of thing to do because you you're doing something physical in a particular geography, but the actual like the distribution of it is global and and in a totally different way. And I think, you know, having these new cool things, I think you're building a second sphere um uh I think. Oh, did the London one I I I know there was a there was proposals to build one in London. I think it hit snags with uh with a permitting or something like that, but uh I mean Middle East makes a ton of sense. That would be a very logical place to have one.

I mean, the pressure pressure right now. Right now it's a big investment to take over one sphere, but to take eventually it'll be like, "Oh, well, if you're going to do this sphere, you got to go."

Yeah. That's [laughter] right. Yeah. I mean, that's But I do I do love these really I mean, you guys, this is like exactly, you know, right in your wheelhouse. But like I I like these really ambitious projects. These projects that like in the first meeting someone proposed it and and someone else said like there's no way we're going to do this. And then of course they end up doing it. So I think more of this is good, but it lends itself really well. But in many ways like I I I think back to sort of the original question. I think like BFCM is in many ways it is a celebration of entrepreneurship generally. Even if you're on retail it sort of just feel like we all kind of take a moment to kind of celebrate businesses of all sizes. It also feels like consumers are very much I don't know there is a different connection that consumers have to their brands they love you know and like you look at for example I know we're going to we'll see Kevin a little bit later but you know you can't really understand if the store is a retail operation or if it's a saloon cuz a lot of people just go in there to hang out or have their boot shined and have like and drink bourbon and that's like totally okay with them and I think this idea that you know there isn't this online versus offline kind of you know false dichotomy but rather retail is happening agentically it's happening like the consumer journey starts like a Tik Tok video and then eventually goes to an online store and then maybe they don't buy anything but they walk into a popup then eventually they happen in Roblox and they actually complete the purchase in Roblox like that's kind of what we're seeing in BFCM 2025 and I I don't know it feels like a little bit it feels like the golden age a little bit of retail right now

has uh what does the data look like from your guys' side at a at a kind of global or macro level is there a specific moment in the day that that uh is the most intense from a platform standpoint in terms of demand or is it kind of smoothed out more than uh let's say in a traditional retail world that you know whenever the store opens is like the sort of period of peak intensity.

There was somebody here on X saying it was 11:00 a.m. Eastern time is the peak which is not what I would have expected but is that is that

it always is. It always yeah it's always between 11:00 a.m. and noon Eastern time. So you kind of think about like West Coast it's 9:00 a.m. West Coast or so 8 or 9 Europe is sort of peak you know celebration mode. they've already had their pints. Okay. Um and it but yeah that uses when is something interesting is one of the stores that's on Shopify that I love is Supreme which you know is is a legendary you know flash sale retailer.

Um and they have every every Thursday at 11:00 a.m. Eastern Standard Time Supreme does this massive flash sale. of the reasons that you we wanted one of the things you guys have probably heard me say this but the one of the things we love about these millions of merchants on Shopify is that they push the boundaries of the platform whereas you know some companies would say like that's too big or that's too complicated like you know you kind of fire customers we do the opposite we kind of embrace the most complicated merchants on the planet cuz we feel like they kind of stretch us in the right direction. Supreme very much does that. Um, but what's interesting is that like on a regular basis, Supreme has the largest flash sale that's ever happened. And then a week later, they then break that record. Um, and so Supreme, you know, is obviously has been doing a lot. They push it. We also have like the, you know, like Universal Music does a lot of their drops of this, whether it's for Taylor Swift or it's for Bieber or some of those type of acts. So that pulls the platform as well. Um, but generally like, you know, knock on wood, things have been going really well. We have an incredible team on the infrastructure side. Farhan who who leads engineering is going to be on later to kind of tell you exactly what goes on you know behind the scenes on the infrastructure side.

Yeah. What happens uh do you guys get a lot of inbound from bigger brands that are kind of running their own commerce stacks after after this kind of 4 day stretch because they like

like this broke me. [laughter] It's a time it's probably a time to capitulate.

Capitulate say

well especially if they had an issue right like every year. I don't do this anymore because frankly I've uh I realize that it pissed off a lot of people. But often what I would do is during Black Friday when I saw a very large big box retailer go down I would literally just post something on X saying like you know like should have been on Shopify and then [laughter] sometimes they would call and it's very aggressive and it's very passive aggressive. Uh and sometimes they would find that to be you know cute and other times it' be like totally you know disrespectful and our site was down. Our site was down just straight up aggressive.

Yeah. I mean, if your site goes down for your site goes down for 10 minutes and you could lose out on, I don't know, a million dollar if you are if you are one of these large sort of electronic big box like a Best Buy type retailer and you go down on Black Friday, which you know has happened, it it is a really big deal. There was kind of this era to be honest of of enterprises believing that part of their real value was owning their own stack. That's the first time. Yeah,

that's a 100,000 sale milestone just happened there.

So that's right. So some of these merchants like they wanted to be they they they believed they were tech companies and I think that era is over which is at some point you read about you know chat GBT in embedding commerce and and in a board meeting someone says well do we have that and and then someone else says well no but you know if we were on Shopify we would be we we'd be in that launch and that that helps a little bit. the idea also of running it's like running your own servers or having your own data center like at some point it doesn't really make sense to do that. I think that era is over and so one of the I I I on the last earnings call I talked about Estee Lauder um coming to Shopify. One of the reasons I'm talking a lot about the Esteee Lauder of the world and these much larger brands coming to Shopify is that I want to kind of begin to explain to the world that we also handle the most iconic legendary brands. Mattel or Birkenstock or these brand or you know Hunter Douglas these companies that historically wouldn't have come to Shopplay are now coming and we we love that.

Uh what what are you seeing what what are some kind of key trends that you're seeing uh as far as like everything from like marketing strategy to discounting strategy? Like what what are you seeing globally? uh uh this year across across the platform

discounting still is the case although I don't actually think that discounting is as as as important as people think. I actually think value matters a lot more. I was on CNBC this I was on Squawkbox this morning and Steve Leeman was asking about consumer confidence and I I told them sort of the way that we look at consumer confidence is we just measure at checkout because you can read all the reports and all the surveys you want but ultimately what are people doing? And Steve kind of made a joke that often with these surveys you know that what people say they're going to do and what they actually do is totally different. they say they're not going to spend as much and then when they see something they love they just of course go and buy it immediately um because humans are humans.

So uh one of the things that I think actually is is happening is consumers are kind of voiding with their wallets to buy from brands that they love. So if they love Viori or they love Aloe they're waiting for some sort of sale from those brands. Um and if those brands if those if the sale isn't what they thought it would be they're still buying but they're being a lot more intentional about how they purchase. The second thing is I think this era of like online and offline I kind of mentioned this earlier but this is like this is totally over. Um I think we have um uh figs coming on. I think this CO of Figs is going to be on a little bit later on. One of the things I love about Figs is this is a this was an online business homegrown story on Shopify. Incredible growth. They went public and and pretty much in every hospital every everyone who's like you know who cares about how they look and how they feel is wearing figs. They started opening up physical locations around hospitals and what's effectively to make it really simple for healthcare workers on their lunch break or on their you know coffee break to come down and purchase stuff there. So if you were to ask Figs are they an online retailer they would say we're like that that idea of omni channel we're just a retailer. It feels like that is almost a this whole like we're living in like a post omni channel world as silly as that sounds where selling every surface area. We have um an integration with Roblox and in some cases most merchants most of them don't use that integration but we have some merchants who do like real business using the shop integration inside of Roblox and so the idea from our perspective is like every surface area that exists should be a place where you're able to transact and merchants can choose whatever is most appropriate for them.

How is the uh POSOS side of the business uh growing? Is that growing faster than uh the overall business or the e-commerce side because

or is it more or is it more like an add-on where somebody starts with Shopify online and they realize hey we should probably unify the back end and then they poss from a GM from a GMV perspective actually point of sale uh GV is actually growing faster but it's on a much smaller base because most merchants on Shopify are using are using e-commerce look initially it was it was meant to be if you're on Shopify for online let us also let's let us also serve you offline as Well, now what we're seeing is merchants are coming to us like pure play offline retailers are coming to us like brick and mortar retailers are coming first for offline and then expanding online as well. So it's it's an area it's one of the most important areas for the business. It's getting really really good. Initially it was only you know for smaller you know a couple stores. Now you have massive brands like Aloe uh you know using it across all of their stores as well. We just announced that Aldo is going to be using it across 400 stores the shoe the large shoe company. So more and more it's becoming a big thing, but we look at these as like on-ramps into Shopify. Like tell us what channel is your predominant channel. We'll make that really easy and scalable. And then once you're using Shopify, we're going to introduce you to other channels where we think you can probably find real success.

Yep.

Uh how have brand how have things on the macro kind of the tariff side uh settled? Thankfully, we haven't had a crazy uh anything crazy in the last two weeks uh or or two months. But uh

is is that your gauge of if it has if like two weeks is is is a side of relief?

Yeah, pretty pretty much. I mean I mean uh I I would have been concerned, you know, if if uh liberation day had happened like 3 months ago, it would have been potentially really

Black Friday. Yeah, that would have been bad.

Yeah. No, it would have been highly disruptive because I mean a lot of I mean a lot of brands today will fully sell out of especially their hero products and be leaving a lot of revenue on the table and so like having a successful Black Friday is comes down to a lot of just like high, you know, good demand planning. Uh and earlier this year, you know, it was just really chaotic.

I mean, we're we're we have a good mutual friend in Ryan from Flexport. Um Ryan's an amazing guy. I think he was on the show yesterday or the day before that. Um

we we we were reposting clips but he uh that uh yeah yeah that clip was from like a couple weeks ago but yeah

okay so Ryan I mean and Flex is an incredible partner of us. So you know we we talk we hear from Ryan quite a bit of what's happened supply the supply side of of of just commerce

in terms of the tariff side look I mean we've seen merchants go through Shop is 20 years old. We've seen merchants go through the global, you know, financial crisis, through the pandemic, um, through a bunch of obviously through liberation day. The way that we sort of, most of the merchants on Shopify seem to be incredibly resilient. Our job is sort of to make it really easy for them to navigate whatever comes their way. On the tariff side of things, we haven't really seen any change in behavior. Um, certainly we we did Q3, we saw about 91 billion of GMBB through the platform. That was, I think, just over 30% year-on-year growth. So, we haven't seen that. Um, yeah, we haven't seen any type of change in behavior. And then on the pricing side, I said this on the call also, we haven't seen merchants change their pricing all that much. And so I think that again, it's not that consumers aren't don't care about it. I just think that they're being more selective, which I think leads to kind of what you'll see what you'll hear a lot over the next couple of hours on the show today, which is that brands really matter. like the relationship that like direct to consumer used to be this thing that effectively was a bit of a fad like oh this is that kind of business and this is a different this is a you know this is Sean at Ridge he runs a direct to consumer wallet company no one calls Ridge a direct it's just a wallet company now I think the advantage to direct to consumer is because they have a direct relationship they also have a direct connection and they're able to cultivate a different type of dynamic with their customer base and and you'll hear that from across the board I think today so generally you know again that what I said to Steve and I'll say to you guys is we measure consumer confidence at checkout and and people are buying.

It's a great way to do it. Great way to do it. I was I was uh I was driving into the to the uh to the gym this morning uh before we got to the studio and uh there was six people outside of a Target at 6 a.m. 6 a.m.

Is that low or high?

That felt extremely low.

That felt low. Yeah, [laughter] that feels Well, there's there's probably 60 60 people outside of a Tokovas right now in somewhere in America. So that does feel low. Remember those videos of like they open the doors, everyone like rushes into

but I I never participated in that. So I completely missed that and I don't I don't like is it completely died off? It seems like it has.

I never understood why people how many people needed that many TVs like I like how many TVs

thing is crazy is crazy. I I I guess it's just like one of the bigger purchases you make and so if you can save a couple hundred bucks on it, it's like worth it or something. But uh yeah, it it was a big a big meme the the the last

I just I I think what you were saying earlier is true. It's like people have brand everyone at this point. I like you don't even have to be like that uh you don't even have to be like into shopping or into the different things. You have a handful of brands that you really love. They're probably independent. And when it comes time for Black Friday, you're like, "Okay, what what are the brands that I like doing?" And I'm going to put my dollars there. And maybe I'm gonna do some uh Christmas shopping, too.

It feels a little bit like like we're all kind of voting with our wallets to

to have more of the brand that we love exist in the world. Like I I I wear a black t-shirt almost every day. It's a James Purse black t-shirt. I know I've got to know James really well. Like every time I buy a James Purse t-shirt, I buy cuz I I think he makes the best t-shirts. But it's also a vote of like I want more James Purses in the world. these like kind of quirky guys in his case and out of out of California who is obsessed with making black t-shirts and I like as someone that is an entrepreneur myself been entrepreneur my whole life I just I want more James purses existing in the world across all different verticals and so I'm willing to spend a little bit more money and this is like I've been buying James Purse t-shirts before I came and afford them when I was a student because instead of buying like five Gilden t-shirts which were kind of crappy I would save my money and buy one James Pur t-shirt every six months and it was because I like the shirt but I also I like the story behind it and I think that that matters to consumers.

Uh what uh give us the update on Agent Commerce and AI. We've obviously spent the last you know couple weeks talking about the battle between uh Chad GBT and and Gemini. Uh and but I'm curious what the update

Yeah, you guys have you guys are definitely the the you know ground zero for that battle it seems. [laughter] Um the amount of debate from all each every one of your guests is is is amazing. Everyone everyone is uh perfectly conflicted you know everyone has ground

look we are not trying to guess exactly what permutation is going to win what we're trying to do effectively is whatever is the the way that aentic is going to happen we want to make shop we want to make sure Shopify is is right there we want to make sure more importantly that our merchants are there so part of the reason that we built our agentic tools in a way that is more modular like we built catalog which is effectively every skew on Shopify we and we built you checkout kit so you can effect effectively customize the checkout inside of the app the agentic application so it looks like it's natively integrated and and it feels like it's part of the conversation the reason we're building these sort of tools in that way is to effectively give these tools to every single application and we've we've partnered with chatbt obviously that got a lot of attention we're we partner with perplexity we're working with Microsoft as well so our view is that in a similar way that you know when social commerce started to to gain some steam we didn't really know what platform was going to be the one that ended up being sort of the winner. Obviously, social commerce is a bit different now. It feels like it's more about discovery, less about the transaction. No one's really checking out on these platform.

The thing I'm super excited about and super bullish on is chatbt had some news. I think it was last week around deep research focused on shopping and it feels like it feels like that is the way that people like that is a better way to do product research discovery which is just like hey fire off a prompt and then go do something else and then come back

especially because it has it has all your context. It knows what you've been searching for. If I've been if if my particular you know chat application knows that I deeply care about you know uh on running that's my favorite stuff. If I'm looking to get gear for, you know, a camping trip or a hiking trip, it should show first. It should show me on running, you know, boots because it knows that I have a proclivity or some sort of connection to that to that brand. I think actually the coolest part. So, so one is we think that like it's we think that it's going to change the way consumers shop. It may actually remember um e-commerce as a percentage of total retail is like sub 20% in the US still. It's like 25% in the UK, but it's still pretty small. So, one thing that may happen is Agentic may invite non-traditional online shoppers into the online world, which we think is really good. But whatever permutation ends up being the winner, we want to make sure that our merchants are best set up. And I also think it creates a little bit of a leveling of the playing field whereby now, if I'm using, you know, a search engine to to do my shopping, I'm going to be, you know, the first thing I'm going to be served is going to be uh whoever pays the most for an ad. Whereas on Agentic, hopefully what I'm being served is the thing that's more most relevant to me based on everything the chat application knows about my personal interest. So I think it actually may help a lot of smaller businesses get bigger.

Totally. Uh I'm curious by by uh this point in the day, do you have a good sense of where the platform will land from a volume standpoint for Black Black Friday in total? Like are you

No, not even close.

Really? You have you have 10 years of data. How can you I I have sorry I should say I'm not ready to disclose that.

Yeah. I don't I mean I imagine that you have 10 years of data.

Yeah. I'm not I'm not asking you to disclose. I'm just saying like do you have some sense?

Can you get it within like five bill you know like

our our data team is legendary.

I'm sure I'm sure legendary but I mean so far things are going really well. We did 9 point so for the weekend. So the for the four days um so Thursday night till like Friday. So, Thursday night when sort of Thanksgiving starts until Monday night. I think we did 9.3 billion in 2023.

We did 11.5 billion in 2024.

Whoa.

We'll see see what happens this year.

Let's We got to take the over on this. Let's go. [laughter]

I'm not I'm not participating. I'm not participating. But I will say uh this we didn't I didn't even talk about this. This guest list we have today is stacked. Yes.

Uh and what's really cool is it's sort of a mixture of like some of the people on here I actually haven't met yet. They're the Shopify merchants. I don't know them. And some of the people that I that I invited on I don't think you guys have met yet. Um but it's I mean I don't know if you know like Favorite Daughter's coming on. Sarah Foster. I mean Sarah Foster like Favorite is amazing. What you may not know is like she also has a hit Netflix show where everybody on the show wears Favorite Daughter and she has like a hit podcast called um

Yeah. It's so funny when we when we introduced her earlier I said podcaster because both of our both of our wives uh

my wife too podcast

but but a lot of people know you know nobody wants this from on from Netflix and but this like you talk about the future of retail and how it all fits together or Cat Cole who I think you're you're having Cat Cole on the CEO of AG1 Cat recently you know she's said this publicly cat does like they sell something like $600 million is what Cat says with one single skew I mean that is unbelievable. Like you talk about this exciting new evolution of commerce and retail. Like these are the people that are building it. It's it's and they're building on Shopify which is which we we feel very honored, but these are the people on the show that are are really leading like where this whole thing is going.

Yeah, it's incredible. We're having uh Brian on the CEO of Aurora later, new new Shopify merchant. Uh Brian and I started Rora together a while back and uh this is the this is Rora's first Black Friday ever. So, I have the I got the I got the shot. How's he feeling?

Oh, he's feeling great. He's feeling great. Uh, no, it's been a been an awesome year. And, uh, I

tell Brian to send me all of his feedback and product suggestions and anything else he has there. Uh, that's really cool there. Yes, you have Cat, you have Brian, uh, Nishant you have on. Wow. I mean, this

Peter,

do you know Do you know Do you know uh Do you know Aray yet? Nish's brand.

No, I mean I know the brand. I I I don't know.

Yeah. I mean this is uh very very under the radar because they raised one round

uh like right right at inception and then uh I I won't I won't dox their revenue because I don't know how much is public but uh one of one of the biggest uh one of the biggest companies that's joining the show today and and hardly anyone uh at least in the X world is even aware of them. So excited for that one.

Incredible. Yeah, I'm just looking here. I mean, okay, so Nolan Mack, uh, who who leads with Ben Francis, they Gym Shark, he's actually calling in from his new store in Dubai.

Gym Shark is the poster child for like online, you know, multi-billion dollar company. And now he's calling us from Dubai where he's opening a brand new store. So, it'll be interesting to see like, and if you've been to any of the Gym Shark stores, they only have a couple of them, but they're like gyms and like you talk about experiential retail, they're like they're the best at that. We're going to have him We're going to have him go for We should have him do a one one rep max on [laughter] the show. It's a good idea

if they have the setup. Um uh incredible. All right. Well, you'll you'll be back on You'll be back on soon. Where are you headed out to? You're going to be right.

I'm heading right now to Tokovas uh in Soho. They have a brand new store that just opened. So, I'm going to be calling in our next uh next round. I will be at the store uh in Soho at their bar. And um

over an hour. He'll be back in 12:50.

Incredible. Thank you for letting me co-host and thank you for sending me this amazing outfit. I feel like I'm one of the boys and I I'm very grateful for you guys doing this with us. A lot of fun.

Awesome. We'll see you in a little bit. We'll

talk to you soon. See you guys. Have a good one.

All right. Bye.

Uh we are about to hop on with null from Gym Shark. Uh before he does, let me tell you about cognition. This is a great Christmas present.

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