Latest / PlayBetter's Golf Tech Weekly / We Asked Trackman's Jakob Munk About the Trackman iO & Trackman 4 | GTW
Transcript
- TrackMan Podcast audio: Among Sirius Golfers, Trackman numbers are treated as the truth. They are the gold standard, the benchmark, if you will. And today we're visiting with Trackman to get the inside story on how this brand has gone about differentiating itself, what it took to become the number everyone else gets measured against, and why, if you're already shopping for a premium home simulator, a Trackman may be closer than you think. Thanks to the Trackman I.O. Overhead Launch Monitor. Let's run with the thoroughbreds and go deep on all things track man. This is Golf Tech Weekly, presented by Play Better. Welcome back. Jacob Monk, Trackman's head of product for indoor golf, joins us today from Denmark. As always, I'm Mark Schreiforghan here with Daniel Fitzpatrick. this is a big day for the show. It's not every episode you get to sit down with the champ. And if this were boxing, Trackman would be the undisputed heavyweight champion of the world. Jacob, really appreciate you joining us today. Thanks for having me. It's my pleasure. And what an intro, by way. If you're watching this show, there's a good chance that you've thought about a home simulator and and maybe you've assumed trackman was out of your league. so here's what we want to answer today. is a track man realistic for your setup? Which one fits your room? What do you actually get for the money? And what's it like to own one? If you're enjoying the show, like it, subscribe, and drop your questions in the comments. and use code GTW at playbetter.com for the best pricing on qualifying products. Danielle, you and I have been looking forward to this one for a while. pretty cool to have trackman on the show. Yeah. Yeah, absolutely. you know, I think golf fanatics like us, Mark, we watch you know, the PJ Tour, the Champions Tour, the LPJ Tour, and those orange boxes are always on the driving range. Not only that, but they're part of the T V broadcast as well. So It's kind of everywhere you look in in today's golf world. You know, Trackman is a part of that. And and in reality in in this millennium, they have always been part of the golfing world. So I'm really excited to dive in and learn even more about the technology, but also, you know, maybe even find new ways that we can help our customers in getting this technology into their homes. Perfect. Perfect. Jacob, let's start at the beginning. Maybe just a a brief Overview or something of a walkthrough of how Trackman came to be, how and when it was founded, and and maybe kind of the road up to this point. Sure. So Trackman today is still privately owned by the founders of the company, and they founded the company back in 2003. it's two brothers, Klaus and Morton. And an engineer called Frederick Tuxen, that may be a a name that people in the industry might might recognize, basically the inventor of trackman. so these three started the company back in 2003. Morton and Klaus, the brothers, have been you know good golfers for quite some time. They played on the national team in in Denmark and you know had careers that weren't in tech or weren't related to golf as such. And and they got together on the driving range quite a few times and at some point got tired of just guessworking it, just looking at a ball flight and just assuming that a particular club delivery led to the ball flying as it did. And they decided to do something about that. And that took a few years to sort of try to find out how to attack this core problem or attack this core opportunity. They started with external companies trying to convince other companies that were in radar technology to help develop this product that they had in mind. and it ended up with them onboarding the guy who was actually speaking on behalf of that company, who was Frederick Tucson. He was actually in a pretty good position back then as CTO for that company, a a famous radar based company in Denmark as well. He had the opportunity to jump ship, so to speak, and join Klaus and Morton in their garage. So kind of a Silicon Valley story. and he took that opportunity. it took him a couple of days to to make that decision and that was the starting point for for Trekman back in two thousand three. And here we are a few years later. So your f and your your first customers, as I understand it, were were club makers, yes? Correct, yes. And and then then you kind of moved on to the the tours, the the coaches and and fitters. where does track man sit in the game today at the top level, which is I think where most consumers are familiar with the brand? Can you kind of tell us a little bit about what Daniel was teasing, the kind of the represent representation that we see when we turn on the T V so consistently? Yeah. So if you look at the entire market of golfers in the in like a pyramid shape. Of course, we started in the very top with the actual manufacturers of golf clubs and going down towards what we are today actually focusing as much on the the beginner and and the newcomers to the game. Our core user is the committed golfer. And the committed golfer can be a golfer trying to make it on the big tours or it can be a newcomer to the game that's committed to becoming better. So that's the th that whole commitment to the game is really that's where our key focus is. That doesn't mean that we don't have any attention to the entertainment side of things. We also have a fairly large customer segment in the consumer sorry, in the in the commercial segment. So the open sim facilities, there's a lot of guests coming there and they're also maybe looking for entertainment that's for maybe not the the golfers, the core golfers. So a little bit of everything. But we we stand on a foundation of accuracy and you know, there's a brand promise that we are very, very cautious of you know, living up to. so so everything is about accuracy no matter where we go with with the product and the product solution and the software applications we build. Yeah. Daniel, in talking with customers, it seems to me that there's Trackman is kind of this there's it's almost like a mythical brand to the average consumer and and I think that in some ways, you know, we we turn on the TV, just as you said, we see it so consistently, not just on the range, where we also see some other brands to be fair, Foresight, F Flight Scope, but what we where we don't see other brands is when it comes to tracking the shots on the golf course via the broadcast, all of the sponsorship that goes along with it. And I and I think that there's almost like what what comes of that is this assumption for the consumer that Track band is is for the top of the line, the professional level, even the broadcast level, and that's not me, even if I am a serious player. do you encounter that at all when you're visiting with with customers? Yeah, I mean, definitely from time to time. There's certainly customers that you know, they have the budget and they have the interest and and it works out to where it's it's a serious consideration for them. but it's become more and more popular even in the last year. just for the fact that overhead launch monitors have really started to take over as far as you know that that premium home simulator build. and that that's changed in the last five years. You know, five years ago the premium home simulators might have been a trackman four. it might have been something that sits on the floor and is still portable. now it feels like indoor golf has really transitioned into wanting that overhead launch monitor, a permanent installation, and with the premium software that that track man offers. and now with the with the IO price the way it is, it's it's more attainable than it ever was before. Yeah. And you know, if you're if you're willing to make that investment, then you're real then you're gonna be you're gonna be reaping the rewards of of having the best experience that you can indoors. So it's certainly become more popular you know, as time goes on. Every month we get more inquiries you know, s you know surrounding you know the IO and And kind of just understanding what the the process of getting one installed looks like. Yeah. And we do want to focus kind of specifically on the I.O. Jacob, I know that's where your expertise really is. and and really that's probably the best fit for the most number of home consumers, potentially. but let's let's kind of talk through the the product ladder here. Trackman sells a a couple of launch monitors. at Play Better, the I.O. starts at $13,995. And the Trackman 4 is at $25,995. in very plain terms, Jacob, what's the difference between those those two devices? So one of the first parts we need to understand when we're in dialogue with a potential new customer is what's the use pattern of this product. Is there any sort of portability need? Do you imagine that you'll ever go on a driving range with the product? Then obviously that points towards a trackman 4. If you're going to be you know committed to the indoor experience, are you installing your home SIM and don't need the portability to to be able to take the unit outside? Our you know our recommendation go towards I.O. IO means indoor optimized which means that we've taken some liberty to go all in on on that optimization. So really depends on on the user's needs, but but you're actually absolutely right in what you said before. There is a gravitation also on our business side towards the ceiling-mounted unit whenever you're in in the sim space, for sure. And I/O is a is an amazing product for that use case, of course. Okay. Well what we'll get into kind of all that the I.O. includes. but Daniel, I just want to ask you, if it if it were your room, you're familiar with both of those models, which would you be installing? Yeah, for me, I mean it would it would probably be an I.O. and that's just because of the space requirements that that like a Trackman four brings to a to an indoor space. And I'm not one who takes something to the driving range that much. So for me, it would be an I.O. would make the most sense for me. but the data heads, people who want a ton of data, that trackman four might might be more appealing to them because there is more data capability out of that device. Okay. Okay. That's true. Okay. All right. Well, Jacob, why did why did Trackman decide to build an overhead launch monitor? w what problem were you solving or or when is it that you decided that maybe the the everyday sim user was was worth including in the in the trackman kind of family to answer that I'll go a little bit back in history and and you know the starting point of trackman led to A number of years, 10 plus years of focusing on outdoor usage. It was only in the, you know, around 2014, 2016 or so we started really venturing into the indoor space. And I joined the company in 2018. And that was really the the starting point of having a dedicated business area focusing only on indoor. That was only in 2018 we decided that. So A lot of stuff happened in the indoor industry around those years and and we also saw the same opportunity. And of course we all felt the boost during COVID in twenty twenty nineteen, twenty twenty. Those years were really boosters for the entire industry, and we also grabbed that opportunity, and that's really that's around the time where we decided we need to do something that's dedicated for indoor on the on the tracking device side of things. So we we started the hardware development project probably around COVID times. and we launched Trikman IO in September twenty twenty-three. So yeah it took took a few years to get there. Yeah that was really the the starting point. Seeing just the the uptake of of usage and you know the focus that the golf industry was was you know moving towards the indoor space and we we saw a a big opportunity for us and almost I I felt it as an as an obligation to really have something that was optimized for indoor use. whereas the Trackman four was optimized for indoor and outdoor, but probably it started from an outdoor perspective and was more adapted to be able to be used indoors over time to be to be a little bit transparent here. it does it really well, but IO up being optimized for indoor has some opportunities and and some you know some some new tracking technologies built into it that we couldn't do with a trackman four. What what does that mean to be optimized for indoor? other than of course the positioning of the device being an overhead versus a floor standing, that being that much more convenient for a full time sim setup? that part is obvious. But but what other things make a device indoor optimized like the IO is? Yeah. so for us it's important anything we do as much as we can, we try to do it as con so it's as convenient for the end user to use our products as possible. That includes not having to put any markers or stickers on anything, just being able to basically go into a SEM space and just throw the ball on the ground and hit it. so that was that was an important starting point. The the permanent position overhead of course leaves the floor open. Which means that you can be totally flexible with your with your actual decor of your sim space. However that looks like, if it's a garage temporary build or a super high-end build, you would really want the floor to be free in that case. we also built the the the the tracking you could say architecture in a way that allows us to scale into the future. That means that our tracking device picks up the actual raw data but sends it to the sim PC for calculation. So all the hard calculation is actually done on the on the s simulator PC that that every sim has and then spits it into the game in that way. so if you were able to upgrade your PC, you would instantly upgrade your entire IO build just by replacing the PC and updating that. So you would unlock more opportunities and will it would be more flexible into the future. but also, you know, being that overhead and getting that video view of the club impact together with the radar tracking. We still do both radar and vision tracking on the I.O. but but that gives us a great view on the ball from from from the top. so and we can deliver that impact video that so many people like. I could go on but stop me anywhere. Yeah. Well, and and I mean and the product's evolved from from launch, right? I mean, when it initially launched, I mean what's what's different now? Now we've we've got club speed, path, and face to path. those are now established with the I.O. and I assume working to track man's standards. so so now we what we have nine club parameters, Plus attack angle on drivers, woods, hybrids, all of that is there now, yes? Yes. Yes. by by request from the market, we of course always listen quite a lot to the market. I think our starting point when we when we scoped the pr the product back in in twenty twenty, those years, we had a perception of the market being very driven by you know, casual golf. course play, you know, where ball data is is the king and and you know if you want to clopp data maybe you would want a trackman four and all that stuff. So that's why we, you know, focused mainly on delivering the best possible ball data from the get-go and then quickly after that we updated it with with more and more accurate club data as we developed the product and the and the tracking capabilities. It's not it's not as easy as it may sound to to really get to the trackman accuracy level. We we have for all the years picked up all the club data that we that you would want to see, but really we're limiting it from being displayed in the product because we have this brand promise that we won't put out any bad data even though we pick it up. We're not displaying it if we're not satisfied with the accuracy levels that that our algorithm decides that we can we can deliver. So yeah, so I think that's that's that's kind of an interesting strategy that we have and I I believe strongly that it's the right strategy for us. That is really your differentiating strategy, isn't it? I mean the the standard is is just kind of unquestionable and I think really at the end of the day when the consumer does make that investment and it is a premium investment, that's what they're buying, is that peace of mind and knowing that the number is is to be trusted. it it is dead on accurate and they never have to second guess that decision, yeah? Yeah, you're absolutely right. And we have four hundred engineers around me here at at headquarters. Who are dedicated every single day to that overall mission and it's it's the right thing for us. Yeah. Daniel, can we talk through some of the options that are available for a Play Better customer? Because as I understand it, there's a couple of couple of tiers here that somebody could go with an I.O. purchase. Is that right? home versus home complete. Yeah, so there's there's definitely some different options as far as basically what comes with the device. It's the same hardware. So don't get that confused at all. It is the same trackman I.O. launch monitor. but different amounts of courses come with each device or each labeled home or home complete. so that that kind of gives you different you know, amounts of course libraries. from my understanding, is there there's no difference in data capture with those two, correct, Jacob? They they keep the same data capabilities. It's just mainly the course listing that changes between the two. there's some limitation to the data. So though club data is very limited. We only have club speed on the on the home. so all the club data you would have to unlock the the entire capacity of of the IO software bundle. Got it. Okay, yeah. So there there is definitely some some difference there in cost and and inclusion. I mean, ideally, you know, when when I speak to customers, it feels like the home version is great for the c you know, the the at home golfer. The home complete might be more suited. for somebody who wants everything, or even maybe a commercial facility that that wants the the full blown capability of the device. And obviously commercial facilities, the more golf courses you have, the more appealing you are for people to come and and play. And you know, that course list is is important in itself too. you know, there's some some pretty impressive courses within that listing. but those are the two models we sell. There is more opportunities with track man. I know you guys sell you know, for like narrow spaces. there's like a duo option where you can get two track man IOs. So maybe you don't have the the 13 to 15 foot width of space. we can configure that. We don't list it on our website, but we can also configure that at Play Better where you actually have two trackman IOs, so one for the right handers, one for the left. Left handers. So there is opportunity even if you don't have, you know, maybe the suggested or advised width or space that a normal golf sim would have to accommodate right and left handed players. Let's talk about what those space requirements are for for an IO. assuming that you didn't have the duo set up, what what what is somebody looking at for ceiling height, room depth, room width? Yeah, so they they have a few different or trackman has a few different mounting options based on ceiling height. you know, ideally like most overhead launch monitors we like, and even just indoor golf sim space alone, we like to see that ten foot ceiling height ideally. if we have more than that, great. If we have less, then it becomes a little bit more difficult. what is the shortest height that you can install in, Jacob, just so we don't misquote here. I know we might be catching you with with imperial measurements here. These these numbers I I I know by heart. we are okay between eight foot ten and ten foot six. That's the that's the the the gap that we can kind of close in. If you're anything below eight ten, you know you're gonna be running into problems with your drivers at least. if so so I we feel that we're covering the the ninety nine percent area that that is realistic. Anything higher of course than than the than ten six, you just need a pole or something to extend from the ceiling. So but the mountain position is is up to ten thick ten six, yeah. Perfect. Yeah. And then you look at like, you know, width and and depth of the space. you know, trackman IO, the biggest thing is obviously that that you have the width. If you want right and left handers, we did talk about that. You know, I ideally you want that 13 to 15 feet of width. if you're going just for yourself, you can get away with, you know, ten to eleven feet of width. Just if you want to offset mount it to one side of your sim, you certainly can. depth, we're kind of in the probably thought process of at least fifteen feet of depth for a golf simulator. if you have more, that's great. if you have a track man four, you're probably looking you need twenty to twenty five feet of depth. But with the IO it it mounts in front of the teeing area a couple of feet, Jacob, typically like overheads. Around three, three and a half feet, yeah. Yep. That's true. And you know, and really the the IO, just to supplement, the IO is the the space constraint is basically your swing comfort. whether it's to the sides or the depth, it's it's how comfortable do you feel swinging the club. Right. But but our normal recommendation is it's around eight to nine feet at least to the to the screen and anything that you feel comfortable with behind you is a is a good kind of metric. Yeah. another big thing that separates Trackman is just the the kind of the turnkey experience. when somebody does decide to invest in this ecosystem, they really get the shoot and match from the start. the installation process is is more concierge or or or there's more hand holding, I think, that goes along with it. but then also let's talk about the software. When when somebody does buy one of these systems, what do I get the first time I turn it on? What's what's waiting for me in in Trek Van Performance Studio? So in in if let's imagine you get the complete package and you get your installation, you will get a you know an abundance of opportunities in front of you. Everything from the hardcore, you could call it toolbench that professionals use for Coaching and fitting and 3D motion analysis, biomechanics tracking and all that stuff. You can go extremely deep there. all the way to simple casual games for the beginners or the kids, and everything basically in b in between. So so we could probably speak a couple of hours about the opportunities in there, but but there's a lot on the practice under the practice tab in the main UI. You can see behind me we have TPS running there. There are f Four four main buttons in the UI. There's practice, there's course play, there's tournaments, and then there are there's online and games and other kind of activities. But under practice you have I think six or seven different applications that you can deep dive into. Course play allows you access to up to around six hundred courses right now in the complete package. Our games consist of ten or eleven games that are is everything from putting games to actual skill games. closest to pin and longest drive and all that stuff. So a little bit of everything. And then of course being connected to the internet and our ecosystem, you're actually also connected to all the other bays in the trackman ecosystem. So you can connect with friends through the Trackman app and you know arrange rounds, tournaments, you can invite for online games, you can play against your friends in deferred time. So and go with ghost play and there's all kinds of stuff in there. So yeah, a lot to do. Yeah. I think the I mean personally I think the the virtual golf three might be the most underrated thing that you guys do, or or maybe the the least understood. I mean every course rebuilt, the shadows move with the sun, clouds form and change through a ro around, water ripples, wave breaks. I I mean, Jacob, just speak to just how deep that realism goes and how serious that process is. it seems to me that it is meeting the same kind of exacting standard that the hardware is. That's true. And that that is our starting point. When we do things, we we sort of commit to doing it what we feel is the best way possible with the means we have available. And when we sort of when we introduced VG two, we instantly started looking at what's VG three gonna be looking like. And that's already a couple of years old now. so we are already now kind of going towards what's VG4 gonna be looking like. So we'll c keep as we do with hardware, we're gonna you know jump to to new engines and and you know try to iterate on that. but but you're absolutely right. VG three is amazing right now. we have VG2 courses, which is the past generation, and VG three courses in the library. So a little bit we're in the process of updating a lot of the VG two courses to VG three. It of course takes a long time when you also wanna pour your heart into every single course that we build and and And ship from from here, which we do. So it it practically roughly takes about a man month to to build a course. and we have an internal team of around 20 people who do this for the you know 247 almost. They are spread all over the globe so we can work across multiple time zones to keep up with a backlog of hundreds of courses that are signed by golf courses for us to render. and they're waiting for it to go through. Pass through the system. There's a little bit of waiting line there. But it's it's a service that we we offer to customers and to golf courses around the world. And the process starts with us engaging with drone pilots that we send on site to actually capture the entire landscape, three dim three-dimensional you know, surface of the actual golf course, together with thousands of pictures from the golf course stitched together. merged into a 3D universe where we basically paint the grass and the bunkers and everything in there based off of again hundreds of pictures of of the golf courses and we we literally have artists sitting there and we call them artists because that's what they are. They're not engineers, they're artists. And they look at a picture of a tree and they try to s to kind of sculpt a tree to look as accurately representative of the actual tree in our virtual golf environment. And that's done by you know by hand, more or less, in our own proprietary course building software. So yeah, I can I can go on for a long time of this, but it really comes comes down to the accuracy. That's a commitment we also have when we are trying to recreate actual courses in virtual golf. The accuracy level there is important to us. And we you know we scan everything to very high level of detail and we take it super seriously. yeah. And yeah. You can see the results in VG three. I I'm sure you'll see that. absolutely. Daniel, you play a lot of sim golf. it it's I mean, just talk about how that realism, the the detail, ball physics, all of those things are really what makes that experience you know, somewhat of a replacement for what we get when we play outdoors and and you know, track man leading the way here. this kind of a attention to detail and real commitment to to absolute accuracy it is what we ultimately are all chasing when we play indoor golf, right? Totally. And I think the other thing that we're all chasing is we're chasing that realistic feel of playing real golf outdoors. you want you want it from the driver all the way to the putter that everything feels as real as possible. So obviously the visual is important. the hardware you're using is important, but then also the software. So, you know, it's it's really, really impressive to kinda listen and understand how many different angles that that track man approaches their products and ensuring that accuracy is number one, but also that like continuing to evolve, continuing to give the people kind of what they're wanting is is what's so impressive. yes, there's a premium price, but look at what goes into to building these products, you can understand why, you know, that that Trackman has the pricing and premium that they do is because they are, you know, they're they're the ones setting the benchmark and setting the standard. So it really is really cool to kind of see that. It reminds me of, you know, like when you're when you're talking and learning about the best of the best, you know, it just reminds me so much of, you know, like that famous Michael Phelps photo where Michael is swimming and the competitor is next to him in the pool and just kind of watching him the whole way. It feels like that's what track man is in the industry, right? Like they always know what their next step is. They always kind of know that they're gonna be a step ahead. And everybody else is trying to just watch and and keep up. Very well said. along those same lines, Jacob, let me push you just a little bit. it is a premium price. This stuff is not cheap. and and not only that, but after somebody makes that investment. purchases a a trackman I.O. or a or a TM4. what it's it it's it's $700 a year for home. It's it's a it's eleven hundred dollars a year for complete. someone just spent five figures. kind of piggybacking on what Daniel said, help justify that premium cost please. so everything comes at a at a price when we have this sort of commitment to the final products it is a premium product that is c sort of driving our our strategy. We want to be the most premium there. We run an organization with close to eleven hundred people right now and half of these are going into RD and they are there committed every single day to delivering new features, new courses, new games, new functionality, and everything is going to be included in that software subscription that you have. So that's basically, you know, the running cost of of the the the development that we do, that's a big part of what we're covering with the the with the software subscription. So basically when you get on the train, it's it's a it's a moving train. It's not like you buy the product and then that's it. That's I think key for us is, you know, if you look at the trackman four when we launched that in twenty sixteen and compare it to what it does today, even with the same exact hardware, that's a complete different product in in essence today than it was back then, but it's the same hardware. It's the same with our our software package. If you download GPS today and you look at it six months from now, it's gonna be dramatically different. And all of that is included in your subscription. So I don't know if it justifies it, but but at least, you know, that's that's our chosen chosen model that we are focused on delivering the most premium solution out there. And you get basically everything under one umbrella. And and keep in mind that it's not only what you have in the bay, but it's also kind of the connectivity into the community that we have through the app, which is a free app that we we offer. And as a business operator, they also have access to kind of a business operators portal with a lot of, you know, functionality there that helps them run their business more profitable. so so yeah, it's it's it's a ton of stuff that we we have going on. Yeah. Yeah. Daniel, help help a customer kind of envision what the process is like buying a track man through Play Better. There's a consultation that goes on there. Kind of walk us through that if you would, please. Yeah. So it it typically starts with with the consultation, typically with with me. And it's it's basically walking through your environment, understanding, you know, is your space ideal for this type of build out? we talk about wants and needs and and honestly just getting to know each other and making sure that this is the investment that is right for the customer. after that, obviously we go through the purchasing process. And like you said earlier, Bark, it really is like a concierge or white glove type feeling service. You know, once you go through that purchase, we are in contact directly with Trackman to be able to get all of your equipment ready. And then also you'll get reached out to by your local Trackman rep. So this is something that's different than any other launch monitor company that's out there. So if you're unaware, trackman has local representatives all throughout the world and especially all throughout the United States. So when you purchase from Play Better, your local rep is going to reach out to you. They're going to offer you basically anything you need, assistance, help, questions you may have that are, you know, extremely in-depth. they'll even schedule a training session with you. so that way after you have everything installed, they'll come out and they'll show you how to use everything, which I can't tell you how valuable that is because we even have customers who buy the most basic launch monitors. who may not understand how to use them and they they end up you know needing help with them. So you might be the most tech savvy person in the world, but that training session could end up being the most valuable part of your purchase, believe it or not, just because it could actually show you things that you may have never found within this device before, especially within the software as complex and and and as amazing as it is. To have that training session included is is pretty impressive for my part. And not only that, you also then get the the post purchase track man support team. You get your so your local sales rep. If you have questions or need anything, you can always contact them. You can contact us. So, you know, it's it it becomes so much more of a lifestyle purchase than a transactional thing to where, you know, this really this this purchase is is a part of you and it's something that you have, you know, assets and disposal to be able to get the most out of it for for the rest of your ownership. Yeah. excellent. Jacob, I like what you said at the outset that the this you know Trackman started off dedicated to to really serving the very serious golfer or very committed golfer. and that's now including the home sim user, right? I mean that is no longer exclusive to necessarily a competitive player or somebody that's making their living playing the game of golf. That now includes somebody that wants truly wants the best and and doesn't want to have to think about it again, right? Mm-hmm. That's true. I mean it's it's not a new segment to us to focus on, but but you know, we double down on on the the home user, the the home space as a as a segment for us to really venture into when we introduce the the IO. and we were also very cautious of or very aware of the fact that we needed to have a sort of an an an entry package for those who may not use the the full capacity of the trackman software suite. It is a lot to take on. So maybe there's a a good sense in making something that's a little bit more affordable. and and of course at any point in time you can upgrade to the full package if you if you want to unlock everything, it's always gonna be possible for you. So so that is really the The starting point, we had you know, a long process of discussing it with you to both internally but also with with the whole market on finding out what's the package that we need to be able to offer these these these homeowners for a a sort of affordable trackman solution. And this was again back to the starting point of I.O. It was a lot about ball data and mostly casual golf and casual practice and not heavy-duty professional practice I think we found a a fairly good middle ground there. Right. Right. well Jacob, this was a real treat. we certainly enjoyed getting something of a peek at at kind of the top of the game here. really applaud you and your team for for all the great work that you're doing and and really thank you for being transparent and and for being willing to discuss this with us. Well thank you. Thanks for the opportunity to put a little extra words on this. It was my pleasure. Yeah, fantastic. Daniel, any summary comments that you'd like to make regarding Trackman? No, I I just you know, I hope the viewers learned a little bit like I did. you know, even just as simple as as knowing that Trackman has that many employees and engineers and and just that many hands and minds go into these amazing products and software. So really cool. Appreciate you joining us, Jacob and And look forward to to seeing Trackman continue to grow and and look forward to seeing you all at the PGA show in January. Yeah. Likewise, come by. Yeah. We will. here's what I hope folks take away. if you if you were already shopping for a premium home simulator, track man might not be as out of reach as as what I think some people may have assumed. it is expensive. but if a if a premium experience is your goal, And it's an it's an investment. You're you're never going to have to second guess. you'll you'll know you did it right. and so hopefully we we shed a little bit more light on that and and and how it how it compares in the market and and why in fact it is positioned as it is. if trackman is on your mind, reach out to Daniel, our golf simulator expert at Play Better. he'll check out your room for you, walk through all of your specifics and help you make your best decision. Reminder to use code GTW for best pricing on qualifying products. Please like, subscribe, and tell us in the comments what you'd like to see in any upcoming episodes. Thanks again to Jacob Monk from Trackman and thank you all for watching and listening.