Casey Danford

Casey Danford and his company, Training Mask, is a Pioneer in the field of Respiratory Conditioning for Exercise, and the industry leader in the development of Performance Breathing Technologies for Fitness & Sport.


Launching the world's first training mask & what it means for fitness

September 20, 2021
Casey Danford

Launching the world's first training mask & what it means for fitness

Throughout the podcast we discuss the journey that Casey and his team have been on with Training Mask over the years. They are the original Training Mask (boasting countless patents & trademarks) and have spent years dealing with copy-cats. Training Mask is now on their 3.0 version of the mask and have a lot more in store for their user-base.

On their journey, they've sold millions of masks and even had their masks featured by athletes during the SuperBowl and in popular movies like Creed. Casey is on a mission to continue growing the brand and is constantly putting his masks to the tests through clinical trials and testing.

Check out trainingmask.com to learn more


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Episode Transcript

Cory McKane: 1:11First of all, I love the background. Can we just touch on that really quick? You got a lot of cool stuff. Yeah.Casey Danford: 1:16

So this is all the all the all the teams that we work with, you know, anywhere, anything from the Carolina Panthers to the jets to everybody. So there's like, there's a whole a whole row here. And then a whole row right behind me.

Cory McKane: 1:30

Right. Let me get a video this really could you take it over time to get a video?

Casey Danford: 1:32

Yeah, um, yeah, I get out of the way here.

Cory McKane: 1:36

That's so cool. Okay, all right.

Casey Danford: 1:39

And then here's another, here's the nice side. Okay. And then behind me, I'll show you behind me. Oh, wow. And then, to the side of me, right here, this is the long version.

Cory McKane: 1:56

Very cool.

Casey Danford: 1:58

So this is, uh, this is our little, this is this is kind of like our board where we, we kind of do the brainstorming and all that stuff. So it's where we kind of like do the meetings and all that. Anytime that we meet with somebody, they come in here, and then we just hash it out and all that good stuff. So I'm in this is more of a conference room than it is anything, it's kind of like it's a conference room with the catch all as well. So kind of has a bunch of stuff laying around. Usually, like if things get tore apart, or if we have like a quality control issue. Like I'll bring it in here and really kind of like go through it and figure out why. Something's not not going right. or something's not acting, right. Gotcha. Oh, yeah. So that's, yeah. Okay.

Cory McKane: 2:38

I was gonna say, I love seeing rooms like that, because I, like, we can't afford it right now. Nor do we need to, and because of COVID, too, but like, eventually, I do want a physical office. And like, I love taking people's like ideas and energy and like turning into my own, like, so I'll do that. I'll do some version of that. But like for personal training, so I love so much.

Casey Danford: 2:56

Like, I wouldn't say I'm super cheap, but I'm super cheap when it comes to this type of stuff. Like I hired a guy like I got this whole entire room done. Like our upstairs, this is the upstairs here. And then the downstairs, everything, it's all basically athletic oriented. But like the downstairs is is more along the lines of like, you know, it's like all the all the jerseys and stuff that's not like, you know, like Michael Daniels and LeBron James and Steph Curry, and all those guys, the people that aren't really like close to us, but like marshawn is really close to us. But he and he's down there, but these are all the guys that are like all these balls, all these balls here are signed to us as to training mass from so and so to train us from so and so. Right. So like, I'm super, super conservative when it's like, hey, like I don't want to be spending a bunch of money on you know what in in drywall and TVs and things like that. So I look for the best deals in literally like we have local builders that are looking for work during COVID. And I said, Hey, listen, you know, here it is, this stuff, this metal right behind me super cheap metal made by the Amish. And then they refine it, they do all the hand cutting, they do everything right. So I had a guy that came in and essentially busted out this room, we bought a new table for it to match it. And then I put a new car put new carpet in here, because I wanted the carpet black when he used to be like a dark blue. Okay, and it's all it's all smoothed out now. So we, you know, it's just taking pride in the things that you know that fine, you know, the perception is nine tenths of the value, right? And so it's kind of like I always tell everybody, if I brought you this pile of shit for focus is $300. What would you say? You'd say? What's wrong with it? Right? What if I bought you this nice looking forward focus? And I told you it was $3,000. You go, Well, it might be a value, you know. So presumptions nine tenths of the value. So if you say, Hey, listen, I want X, Y, and Z for you know, for something, it's based on the pricing of how the value is going to hold in the perception of it. So the value equals the perception per se.

Cory McKane: 5:05

I totally agree. I we try to reflect that stuff in all of our onboarding for we strive and like, even myself, like my new apartment, just kind of has like crappy furniture. And this week, I'm going through and just redoing everything as I got back from vacation. I was like, why do I have this shit in my like, Why? Why did I? So perception is everything. I totally agree. Especially when I have guests over. So yeah, and the thing

Casey Danford: 5:24

is, is like, it's one thing having it's one thing having an old beat up shit, but it's another thing have an old beat up shit that's clean. It looks nice. It smells nice. You know, you can have old beat up shit and still have it look nice. Right? And that's what a lot of people you know, like, sometimes, like, people just throw things out that that could be fixed or could you know, it could be a varnish top or whatever it is. You know, like you walk into some some people's house and you go well, they have a shit ton of money, but they sit on old shit. It's because are they frugal? Or are they just kind of messy people? You know? Yeah. And you go, I don't know, I don't know, but their house doesn't smell good and their furniture don't look good. So maybe they're just messy people but having a shit ton of money. You know, I would rather you know I would rather be clean and be broke then. have like a dirty ass house and have a bunch of money. Right? It drives me crazy. It drives me crazy. Because like, it's not like I'm OCD or anything, but it's like, why don't you take care of the shit that you have? Right? It's like it just take care of things. It's sometimes things get run down, I understand that. And sometimes things got to be thrown out. I understand that, like furniture, the first thing to go like, you know what I mean? Like, that ship breaks down so fast, because it's like, it's made out of nothing, right? The, the markup in furniture is substantial. I mean, it's like 70 to 80%. So furniture you look at and you go, Oh, that's nice. It's nice furniture feels nice. But it's like the Ferrari that has a four cylinder engine in it, right? So it's going to break down is not going to do what you want. And you're going to have in your house for a little bit of time it's gonna bust. And that's the way it goes. No, I

Cory McKane: 6:57

mean, a common conversation to what we talked with, with we had Dan on here that runs pushpress. It's a it's a, mainly for small gyms and gyms or other software. And he was talking about, like, the first thing that he does when he walks into the gym is like, you know, is it clean? Is everything off the floor? Like, how does the How is the aesthetic look? And so, I think some of the people always forget is like, yeah, you can have like, for example, we work with personal trainers, like a personal trainer could have the best business in the world. But if they have like bands laying everywhere, like just crap out on the floor with their gym, it's like, you know, people aren't going to be as happy with it. So I totally agree. But we're six minutes in, I haven't even seen your membership. Exactly, exactly.

Casey Danford: 7:35

Saying you got to start. At that point, you start to question your membership, because you go, is this stuff clean? Is this stuff new? Is this stuff being taken care of? Like, where are we? Yeah, so in reality, it comes to leadership, right? It's like, okay, who's taking care of the business, you know, as a business take care of itself, because evidently not because things are laying on the floor. So somebody's got to come in, and, you know, essentially clean up after somebody else, that's a member, that's not going to sit well with your members, they're going to start leaving you because they go the place of the mess, the place doesn't hold value, like this isn't what I paid for. And that's where the leader has got to step in and go, Okay, I need somebody in there to clean once a day, I need somebody to mop the floors, I need somebody to wipe things down. And that's where you know, you get a you get a great leader, and the all the rest will follow. But if you have a shitty leader, and what happens is that trickles down as well. And essentially, it's not that they don't care about the business. But they think like, Hey, I injected all this money, I put all this money up front, like this thing should just like go, that's not how it goes, you know, as well as I do. Like, if you didn't have touch points on everything, and you didn't know you are pushing down on everything you're looking at everything. Things fall through the cracks. And that's that's life, right? That's life. That's business. That's everything.

Cory McKane: 8:46

Now they literally do. I mean, we just launched an update last week for the app. And it was a brand new update. And I did a little bit of I usually I'm very thorough on testing, but I was like, You know what, look, it works pretty well. And we updated it. And then one of our trainers goes, Hey, when you open a video, the whole app crashes. And I was like, oh my god. So it was just like a random thing that we didn't catch. So we had to do a quick update. And we fixed that, thankfully, but I mean, you gotta be super thorough for sure.

Casey Danford: 9:10

Yeah, exactly. The thing is, is like, it's not like, it's not like you meant that for that to happen, right? It's not like it's negligence on your part where you're going, Oh, like a I just don't care if the app crashes, I don't care if the video makes the app crash. It's like one of those things that you overlook, because you're so busy picking up these other little parts and putting them together that, you know, like you thought that was a solid part, you go, I probably don't have to check that because I know the video hasn't crashed and all the time that we've been uploading videos or that people are trying to do videos. So it's not like it's just a little small oversight that like the solid pieces sometimes fall as well.

Cory McKane: 9:44

Exactly, no 100%. And so we've we've put up positions or policies in place since this week, and definitely can help us move forward. But we are we're eight or nine minutes in and we don't even know what you do yet. So let's, let's tell us who you are and what you do.

Casey Danford: 9:59

Yeah, so I'm Casey danford. From the the elevation training mask. We are a device that helps with performance breathing. We are essentially like into Dick's Sporting Goods Academy sports. In a lot of other retailers. Big Five is is another one of them. We work on the on basically on long conditioning. In return. What happens is oxygen deficiency we put your we put your body under a resistance load, right? In return what happens oxygen efficiency within the bloodstream goes up the heart efficiency, what we're finding we're actually under clinical study with Mayo Clinic right now. And what we're finding with Mayo Clinic is that the heart becomes a more efficient pump. And you go well, how does that? How does that work? Well, what happens is when you put your lungs under a resistance load, the heart becomes it doesn't be faster, it beats harder. So it becomes a better pump at taking the oxygen and bringing it up out of the legs faster. Because oxygen is the first thing that will steal or the sorry, the legs of the first thing that will steal the oxygen. And essentially like older people, the oxygen is notorious for staying down and being used in the legs. So what happens when they put a put a training mask on like this? than just any training mask. This is the elevation training mask here in Cadillac Michigan. We are the ones that are under Mayo Clinic reveal, right? So I got under I gotta say that because we do have knockoffs in the marketplace, not counterfeits, but knockoff people that want to be us. I mean, you know, if you're first in a market, you know, first and the door gets shot, second one, you know, takes the cake. But that's not the case with us. We're always up and we're always up in front. And we're always up and going. So one of the things that you know about us as under clinical study, like we're the ones that are proving the way, right, we're the ones that are going, Hey, we're going under Mayo Clinic, we're the ones that, you know, went through University of North Texas, clinical study for a year and a half. So like, what happens with that is when we're on a clinical study, we have great findings, but then we have other mass that want to try to use our claims. University of North Texas found post workout post workout using the elevation training mask, what happens there is growth hormone increases by 33%. Not only that, but then beta endorphins release. So the scientist what came to us he says, when people say they love their mass, they love their mass, because we force the body to release beta endorphins, which makes your energy level go up and your endorphins go up. So they say I love my mask. That's the reason why. So we are the elevation training mask. Now we make no claims to elevation on that. We're training mask online elevation training mask and trademark. We have over 110 patents worldwide. We have over 378 trademarks worldwide. We've been very, very good at you know, getting out there in the marketplace, getting high endurance athletes getting great athletes. You know, we came out in 2010. That being said, we partnered with, we train that partner with Sean Sherk, when we first came out who was UFC champion in 2007, in 2008. So we came out with the elevation training mask 1.0. I had one laying around here somewhere. I don't I don't see it right here. But oh, right here. So this was my bed. So this was the elevation training mask one point out,

Cory McKane: 13:18

I love it. No,

Casey Danford: 13:19

this is the first method we actually came out with with it with Shawn Sure. In I was actually watching Sean train on a Facebook or I'm sorry, a YouTube video. And I called him because we had done business together before with supplements in the supplement market. And I said, Shawn, what are you doing in this video? He says, Well, I don't really know what it does. But I take duct tape and I cover my cover my face with it. And then I poke holes into it. I said, Well, okay, like, what are you doing? There he goes, I don't know what it does, he said, but I had the best cardio in UFC. So it must do something. So I started doing some research and start doing like a roundabout pool of of history on this thing. And I started looking into the video a little bit more in its head 386 comments on it. And all those comments, were going, Hey, how do I do this to my mass? Hey, like, Can you make me a mask? Hey, can you sell me one of those masks? And I'm like timeout, we have a premade audience here. So why not go back and go, Hey, we made this mask, which is the elevation training mask 1.0. We made this Why don't you guys go out and you know, buy from us. So that's what happened. Sean said, Well, we can go to market with it. I know nothing marketing, but I can be the face of product. And so that's what we did. We went out we went to Tampa, we went to California, we went all all over the place. UFC fan expos everywhere. So we went all around the all around the nation, basically getting this product out there. And then I noticed a dip in sales in about 2000, late 2011. And I know I knew I had to make a change really fast. So a tune in June of 2012. We came out with the training mass 2.0. That being said, tree mass 2.0 when we launched that thing, we had so many people looking for that device, we blew the server apart. Essentially I couldn't get it back online. For an I wanna see like two hours. It was it was crazy.

Cory McKane: 15:11

What was the difference between one and one and two? What was the difference though?

Casey Danford: 15:15

The 2.0 is it has actually three valves in it. It's the one you see when that marshawn Lynch wore out on Super Bowl Sunday. And I shouldn't I should have had some of these. Actually, the 2.0 is right up here. It has three valves on the front of it. And that was in 2012 we came out with that 2013 14 the sales were growing 15 hit and marshawn Lynch walked out on it with Superbowl Sunday. That then

Cory McKane: 15:42

oh is the one where he has like the red, yellow and green on it.

Casey Danford: 15:45

Yeah, that was us. That's us. So that was like it was I think it was the Hawaiian leaf or whatever it is. Um, and then when he walked out with the Hawaiian leaf on it was like we couldn't keep any of that in stock. We were bringing in 60,000 a month and they were going out just as fast that we're bringing in

Cory McKane: 16:02

2000 60,000 units mess.

Casey Danford: 16:05

Yeah, that could keep me it was absolutely crazy. Dick's Sporting Goods exporting those cattle Any sports, they're all putting in emergency ship orders. It was it was to the point where it was like everybody who watches Superbowl went to Dick's Sporting Goods or Academy. So it was it was absolutely crazy. So we fulfilled those orders. We didn't have much backlog at all. And then 2016 came along, and we ended up in Jake Gyllenhaal, a southpaw. And then we ended up in Apollo Creed. Yeah, and, and then we end up on a titan Netflix series. So it was pretty amazing how much publicity that spillover actually had. But prior to marshawn, Michael B. Jordan actually called our facility here and said, Hey, listen, I'm going to get you guys in a major motion pictures studio. He like I need like, 30 mass. And my little brother was like, I don't know, like, who is Michael B. Jordan guys's sound like he's making a play on Michael Jordan's name. I'm like, you know, what? The sending the 30 pass? Yeah, it's like, okay, whatever. But he said, like, you know, Major, you know, major picture. I said, let's go. So that was kind of like, where I was like, okay, we can take the risk and get on. Or we can take the risk and not get on or not take the risk knock it on. So why don't you just take the risk. And that's where it's like, kind of like the risk reward. So 2016, that was boom, in 2017. It was like the year of education. We really need to educate our consumers, even to this day, like some of our consumers still don't know how to use our device. Like we say, Oh, yeah, hey, listen, go out there and use it in your in your in your workout, use it however you want. But we have a whole system coming in play pretty soon here. And that's going to be you know, with, with restripe out, this is going to be one of the platforms that we launch on. It's not just going to be an app that we create is going to be the we strive and a couple other things that we're going to launch on, we're gonna launch on YouTube. And we strive but we think we're going to take we strive and have some exclusive content on that. And so there'll be able to sign up there, we strive and essentially get specific exercises, for focus breathing, for enhanced breathing for deep water breathing. So there's like methods that we have, and we're working with a lot of breathing coaches right now that seem to have this general knowledge that they want to give for free button. In return, what happens is, we got to get that out to the public for free, right? So we will have on the we strive it what the we strive, you know, app with us. Like, we're gonna get free content out there. But we're also going to be able to get breathing coaches, we're gonna get fitness coaches, we're gonna have all kinds of different things, to where we can utilize your power platform to the to the maximum. So 17 comes along education, 18 comes along, training that continues to develop. And then we came along with training mass to it, like we start coming out with like filtration devices, right? This was in 2018, before COVID even came about, like we didn't know anything about COVID. We didn't like I mean, obviously, it wasn't around then. Right. So that being said, like what happens is is like we create a product called event that comes out. So it has a 99% filtration rate we've got it proved through Nelson laboratories, for the PMP and the BMP. So like, what happens with the vent is it acts off, right, so we feel okay, yeah, it's good. 2020 comes along. And we didn't like we start getting these orders from China. And we get them from Hong Kong. And they are just, I mean, they're just pounding then. And we're like, what's going on? So we didn't really know like, exactly, you know, what's taking place. So one of the guys that we work with primarily over there, he calls and he's like, Listen, I need, like, didn't get hand sanitizer, didn't get masks you can get like, he just gave me a list of stuff. And I'm like, Listen, we have mass, that's what we do. We're not in the hand sanitizer business, I store and get some of you want, like, but it's not what I do, right. So that being said, we do have spray clean that you know, that has an alcohol base with essential oils, in some in some other stuff that's in there. But the thing is, like that's not that's not what it's used for. That's not what it's intended for. It's not disinfected, it's not it's basically to rejuvenate your mask and make you smell better. Right. So 2020 comes along, in about April, we notice like, things are starting to get really weird, because we're selling stuff that was kind of a slow seller like that. So all sudden, April, mid April, sales go through the roof, we got 7000 orders behind behind. It took us It took us about two weeks to fill those 7000 orders because it's not just a mass. There was people in there ordering 50 at a time 50 mass at a time it through, you know through our website and we're like holy smokes construction companies this this this, like all this craziness was happening. That's crazy. And so it was just kind of like we're looking at this and going something's really off.

Cory McKane: 21:03

right with that. Have you guys done any testing to see if it prevents COVID at all, or did you kind of like let them by the mass like

Casey Danford: 21:10

well The only thing that would mass like, you can't really prevent it. I don't know. Like, if they could tell they honestly could tell us where it comes from does it come from? Is it on our hands? It's not airborne, right?

Cory McKane: 21:24

It originally, like, when it first when COVID first started, I was like, spray. I thought it was on the on the surfaces, like everywhere. So I was caught. Yeah.

Casey Danford: 21:31

So that holds that that doesn't hold to be true, per se, because they're going if it was if it was on surfaces, then everybody who has money, you know, like, okay, so we got money, like everybody who has money, how much money transacted during COVID? Right? Well, a lot of money. But I think some of the things is is like, Okay, did it did it? Did it stick the coins? Do we have a coin shortage? Because maybe they they realize, hey, maybe like, we need to wash the coins? Or hey, maybe we need to look at the coins and see if they're holding on to COVID? Or, or where does it stick? Or where does it go? You know, a lot of people. Yeah, like a lot of people they sneeze they put their hands and then they put it on other stuff? I don't know. Like, they can't tell us like, how long is it? How long is the death rate? You know, like, how long does this? Yeah, what's the time to live on this? TTL? Right? What is the what's the time to live? Like, if I sneeze on this? I have COVID How long before that virus is dead? You know, it's just like, it's like the ghost in the closet or the monster under the bed. Who knows? We don't know. Because like we're not getting good information. I feel like this whole entire time this whole last year has has not been good information, because nobody really knows much about this. But they want you to do mass. And they want you to do this. They want you to do that. And sure, like people can form because it's the unknown that people don't know, obviously, like flu has went away because that's been tucked underneath something else. And then lo and behold, like we got to have mass. And we got to have I will say this, I think the hygiene has been better, like people wiping things down. Like especially

Cory McKane: 23:04

gyms, I've noticed the gyms I've been to, or like, just the stuff that they should have been doing all along with just more spray bottles. And I'm like, why was this so hard to do in the first place? So

Casey Danford: 23:14

right? And that's the thing, like I told my wife, like, you know, like it when we our kids were in school. She's like, you know, like, I don't know about all this COVID stuff. I'm like, I'm telling you, like, our kids aren't coming home with study noses, they're not getting the flu, like we didn't have one flu case, we didn't have that one COVID case in the in the school, you know, where where the kids got sick, per se. So it was kind of like, I felt like everything got a lot more clean. But what is that? What's the coincide with being clean? You know, like, are we then yeah, sure we're clean, but then we're not exposed to certain things, right? We're not exposed bacterias we're not exposed to viruses. So then does that create a weakness in our in our immune system? Are we becoming immune compromised? So there's just like, there's off puts of everything. It's like, if we touch the door handle, it has bacteria that we put in our mouth to become, you know, and then the bacteria are resistant or virus resistant. If we build our immunity that way, if we continue to use alcohol, we continue to use like, you know, vinyl oxide, or whatever it is on door handles in this that, does that weaken the immune system? And I believe the answer is yes. But at the end of the day, is the weaker immune system offset of us predicting or trying to trying to get rid of COVID? We don't know. Right. So there's like these handoffs that nobody really knows, and I can't say, you know, from one administration to the other, I don't want to get into politics or anything like that. I know, people do get sick. My best friend just got sick from this. It's like, it's nothing like it's not like, Oh, hey, COVID chose him because he's democratic republic. No, it's because like, his kid came home with it. He got sick, got somewhere, he got on his hands and give her kiss goodnight, something like that, where there's a contraction there. And he knows that he got sick from his kid, like, there is like, he knows that because she got it went to the doctor got tested, and then he got it. But I'm telling you COVID is a real thing. It's not something to be like, it's not like oh, run to the hills over it. But you got to wash your hands, you know, cover your mouth when you sneeze. You know, they'll be chewing your fingernails like after you've touched a bunch of money. But like, I don't think money and coins are the contraction boy, I think I think like sneeze wipe and then like you come right along like so let's say somebody at the fast food joint. I like during COVID during 2020 I barely ate out barely ate had barely in anywhere other than home where I knew I could prepare my own meals. I knew where they came from a can or they came from somewhere else. And I wash them off and and then I can actually do that. Right? I don't have to have somebody handing me a hamburger after they sneeze in their hand and saying oh, this is this is where we get contracted. Like what is that? So what is the live virus look like? in what's the time the time to live on the live virus, where Hey, it's on the surface or it's on my hands and out of the body. How long does that live? Right? So And then I also read it not to continue on this, but I also read, if you look this up, you can look this up on anywhere on Google and all that. No spray, no spray, like, you know, yeah, we got to get the shot this in that like, but like no spray was known with micronized alcohol is what they're saying, essentially the delivery method of the medicine that goes in your nose, they're saying essentially every three days, like if you take a take a sniff of, you know, whatever it is with micronized alcohol, then the risk of COVID go down by like 96%

Cory McKane: 26:45

I could see how that could work. Because I mean, just definitely being able to, like, disinfect that specific area where the COVID can get into so right. That makes sense. Yeah, that makes sense. worthless information, dude. I feel like I feel like everyone is during COVID, though. So it's like, that's kind of that's kind of how it goes. Yeah. So what what athlete what primary athletes or specific brands do you guys work with right now.

Casey Danford: 27:09

Um, specific brands, we're not we're really trying to go into what you consider is the whoop space, right? We don't want to be, we don't want to be a analyzer, we don't want to be, you know, like a heart or, or asleep, you know, asleep measure, what we're going to do is where we're headed, and we've already tested it, we've already done everything. And we're actually going to the CES and 2022 crash, you're gonna launch a product that has analytics to it, right breathing analytics, inspiration, expiration, lung volume, thresholds, exertion score skews, me, exertion scores, things like that, like, we are going to be able to, we already have it, we're actually working on the back end of the analytics platform, we already have the device, we have the it's with the it's essentially what the training is 3.0 in the training mask, Apollo, so we're going to give you the ability to just without resistance, and then we're going to be the ability with resistance. So we're taking the Apollo with Apollo filtration, and we're going to make that device have a twist on cap that's going to just measure breathing. So let's say you're in a yoga class, and you don't want to be making a bunch of noise, like oh, you know, because there is a little bit of whistle to 3.0. And that's common, you know, you have two plastic parts that have space between them, like that's gonna happen, right? Um, so the Apollo is going to be one of these measuring devices, when you're under, like, let's say you're doing yoga, or you're doing zen, you're doing whatever the whatever breathing exercises you're going to be doing. Let's say you're, you know, you're doing the breathing app. So it's one of the things that we're going to focus in on is the analytics in the biotechnology per se, biofeedback, oh, that's what we want. We want the biofeedback, once we get the data, then we'll and we start analyzing, and we do optimal breathing patterns. We have algorithms for this, the optimal reading patterns, it would surprise you on you know, how bad people actually breathe. So what we do is we aim to fix those by following patterns, you know, it's a 10 week process. So you start off, I'm going to get, I'm going to gauge your, your first breathing habits, you know, you're going to, we're gonna go in and we're going to analyze your breathing for half an hour to an hour. So we want you to wear this half an hour to an hour when we first start, we're gonna analyze what you do, how you breathe, you know, if you have a shortness of breath, if you have longevity of Brett, like, basically long strokes abroad, both are unhealthy, right? If we're constantly clearing our lungs full of air, like we're gonna, you know, we start doing taxation exertions. You know, and they don't, we don't take long enough breath. Like, there's, there's a study out there that says, basically, like, 89% of people don't make it to the bottom side of their lungs on the daily basis. And that's because we sit at the desk all the time, we're only hitting literally 17% of our brand guy. So it's pretty wild. So biofeedback is is the future.

Cory McKane: 30:05

So that's coming out next year. And then like, for for this current timeline, and in the past, like, what, like, I know you worked with marshawn Lynch, like what other athletes have you guys been with so far?

Casey Danford: 30:15

Oh, man, to hear why had Matt Stafford I mean, he Kenny golladay. You know, like, I can look up and see all these athletes that have worked with the San Antonio Holmes is one of them. You know, San Antonio wanted to move up to Michigan with us in work out of our facility here and as an influencer and all that good stuff. So, you know, so it's kind of, it's kind of funny, because you run across some of these great athletes that have like a massive following, and in a massive, massive community. But unless they're engaging their communities, they're really their own. Their name is the only thing that they're holding on to it, the minute they start to talk, they don't they don't really make any sense, or they lose their fan base. So some of those guys like we can we can be having as an influencer. Now, I'm not saying that about the guys that we work with. But I do see it on the platforms. You know, you got an influencer out there that has a great name, but as soon as he jumps on camera, you're just like, Man Like, that's not who we want to represent the brand, right? Like guys like to hear Whitehead like to hear is a very, very well spelled person. And not only is he well spoke, but then he understands the product. He understands what it does, how it works, how to operate it and how to implement it, right. And that's what a lot of people don't understand is like, when you start with the training mask, like the performance breathing section of it, it's like, Okay, well, how do I use this? Well, what's let's start with like getting used to the device, first, we can't just jump into action, you're not just going to go out and say, Hey, this is my first day running, I'm going to run a 5k. Right? So why would you do that with any device that you have? Training mask, you know, 3.0 2.0, whatever it is, it's a tool is to be used during your workout or after your workout, however you want to work it out. And that's what we're going to give you guys that's going to give the the people coming up is how to use it. And when to use it. If you want to do certain things like fat burning, let's let's go through our workout and then use it to calm down the heart after the fact. But then we're going to get you in, we're going to give to you in a heartbeat, heart. Like basically like a heart situation of like, we're going to lower that heart rate, but we're going to increase the fat burn, right? So that's where the calm down. The actual like burn rate of your of your fat actually goes up is a you know, post workout.

Cory McKane: 32:33

And then how many masks? Have you guys so sold this far? Let me let me read it up. How many masks Have you guys sold this far? Like, throughout your history?

Casey Danford: 32:43

Throughout the history? Around 9 million, I would say around 9 million mass sold. So that being said, it's like that combined 2.0 3.0 Paolo, then all that. So we have we have that many units sold. And that's worldwide. Don't get me wrong. That's not just in the United States. That's worldwide.

Cory McKane: 33:03

Very cool. That's all I mean, that's I can't I can't even fathom that number. That's shipping that many mass. So what have you guys done to grow the brand? Like what have you done like from you know, here from getting till now, like what things have worked for you guys to get to the point where you're at.

Casey Danford: 33:18

So to grow the brand, like literally we work with, you know, we work with the athletes that we have, one of the things that we do to make sure that we're staying on the edge of things is we make sure that we give people that, you know, like let's say, if somebody is climbing Mount Everest, we give them a mask, you know, somebody needs it needs a mask for an event, or what we also do is like we work with these athletes, Larry Fitzgerald is one of them. You know, we can give them anywhere between 1002 1000 masks or 1000 2000 bags and in footballs, you know, we give like footballs like this away to them to each kid. So we make sure that the kids that you actually see us, because those are our next customers. If we don't if we don't build the youth, we don't build the future.

Cory McKane: 34:07

Okay, awesome. No, I totally agree. We're trying to figure out stuff as far as we strive goes on how we can like, give programs for kids like, like, find some way to give back because we haven't done that yet. And it's something that I'm super interested in. I feel like everyone I interview on this podcast, they have some sort of like, give back to the youth. And so I kind of want to, you know, hop into that same conversation,

Casey Danford: 34:25

I'll tell you this. Women love to spend money, right? We all know that. So if we like the guys, the guys like to spend money, but we don't really, you know, we don't really return things and we don't really go out and indulge and like we saw as a guy, you know, we're not one of these guys that are like caught up in the Louis Vuitton in this like, we like fishing poles and cool shoes, right? So. So that's that's the way it goes. But like for women, they're the ones that really spend the money for the kids, right? So if I market to the kids, who do I get? And I get the women, right? Because they're buying, they're going to wear whatever the kids wear. So they have matching uniforms when they go out. Like if the kids are wearing Nike shoes, moms wear Nike shoes, kids wear an Under Armour shoes, mom's wearing Under Armour shoes, right? So you get the kids, you get them out, right? And those in the moms are who spend the money for their kids. Right. And that's not to say that dads don't don't care about their kids, or dads don't do things for their kids. Like, you know, there's some great dads out there and maybe mom's missing in the picture. Or maybe mom and dad are separated. Like there's instances and like I can't tap on everything. But I'm not saying dads don't pull their weight. Because I feel like you know, dads aren't sometimes given enough credit because, you know, you bust your ass at work and then you go home and you guys, then you got a family and it's family to feed and that's you know, and that could be vice versa with male versus female, right? But I went out to the underarmor future show in 2015. You can look it up on our future show 2015 and they had a lot of kids stuff there and in they said basically we We're having a hard time getting into the female market. We're trying to get into the mom market, the soccer mom market, we can't figure out how to get into the to that market. And they hired a guy from Nike, the first thing he did is he goes, why are we in female? He said, Well, we're just trying to get into the female market. He goes, No, we got five years of kids stuff that we need to produce HyperX colors, great looking colors, pastels, we need to be front and center bright. And then we get the females, then we get them out. And from there, then they started into activewear, you know, activewear for women. And that's what that's what happened. So, you know, they had to make a big switch. Um, you know, primarily, they didn't have the female market, they didn't have a very good female market until, you know, it came around 1718 and 19. You know, and I still feel like Under Armour has a lot of learning to do about their audience, right? Nike kills it, because their audience value is their product. Under Armour doesn't do as well as Nike, because their audience wears their product. Right. So as soon as Under Armour starts putting in, like collectibles, things that people save, and they increase in value over time. They're not going to be in Nike.

Cory McKane: 37:36

Yeah, to me, I know, he's been at the top of the game for a minute now. So yeah, I mean, we're, we still are working on our demographics personally, as far as advertising goes. So I feel like everything that we do is kind of just like one, one off top. So we need to start advertising for both both genders or all genders. And then also advertising for new trainers, older trainers certified that kind of stuff. So you

Casey Danford: 37:58

are, you're in a segment where you're in, you're in a growth phase, and you are front funnel, only, you're in the cast the neck, let's pull people in, show them our product, show them the value, and lead with value, that's what you need to do is lead with the value, right? Because what happens is, is people get caught up, and they want to tell, you know, they want to tell you, you know, I like Well, I'm not pitching the value, if you're if you're pitching them, and they're not buying, they're not buying the value. Right? So you got a rejection, you gotta hit him with the value. Of course, of course, you know, I understand it's $99 a month, I don't know how much your plans, maybe like, but for that $99 a month, you can manage your clients, you can do this with your people, you can do that you can get them, hey, listen, you know, we're not going to be in session today, I can get it, I can get a mass SMS or a mass push notification out there. So a lot of a lot of times like people just don't understand what you're offering. And that's why they bring the know, and then you bring the value. And they go, Okay, listen, this could be a value. So money is the issue. So if I say hey, listen, your mood, you're losing $400 a month over $99 subscription. I'm saying I'm selling you a value. Like I'm going to get you more clients. I'm going to give you a platform. Right? And that's the goal.

Cory McKane: 39:16

No, no, absolutely. Yeah. For us, like we're, we got a lot of value. So especially like bringing on products that we're partnering up with a couple different certifications program with, you know, training, training mass is going to be great. So we're definitely bringing the value as far as the software goes. And I think partnership is gonna be big for us moving forward. And with you guys with you guys. So what I know, you said you have that plan for 2022. But like, what's your what's your end game plan? Like? What are you guys like you guys want to be on every team on the planet? Like what's what's the goal for training mask?

Casey Danford: 39:46

Yeah, so like, when we go into the audience segment? Um, you know, like, what's the what's the endgame? The audience segment is the endgame. For us. It's like, once we come out with it, once we come out with the the the electronics inside the mask, that's going to be given, essentially, we can have you under a resistance load or not, right. But what what we are going to do is you're going to be able to get the community feedback, right. So community feedback, that means like, if I have a bunch of NFL guys, I have 52, NFL guys out there. I have on my board who's being exerted, who's running too hard, who's warming up too fast. And it starts saying, hey, it starts basically giving them feedback of, hey, we're getting too fat, you know, we're getting too warm too fast. Hey, we're breathing too hard here. Hey, we're doing so this software that we're developing is going to essentially bring those people that are exerting themselves during warm ups are exerting themselves in whether it's a marathon or a 5k or 10k. It's going to bring to fruition Exactly, exactly. Who is exerting themselves too fast, who's not pushing themselves hard enough. It's going to tell on it tell on the athletes of Hey, listen, this athlete is doing exactly what he's supposed to be doing and breathing exactly how they're supposed to be breathing. The efficiency of that. And you know, it's it's like a machine that runs correctly, or it's like a machine that has a wobble in it. Which one do you trust? for longevity, right? The machine that is running efficiently, and that's the way it is with bodies, great athletes do things efficiently. You know, when you get if you get an inefficient person that has a wobble, or you know, or something's wrong, you know, we start breathing out, breathing out a turn and breathing, deep breathing, shallower pant breathing, things go wrong with those people they pass out, or they have some type of mechanism that's going wrong. You know? Or, or is there a detail of a medical condition? We don't know. However, that's means for getting something checked out with your doctor or a cardio specialist, right? Or, you know, so we're focusing in on the data, the actual realization, the virtualization, of hooking it to a device that's going to be able to tell you exactly who's doing what and when, and where, and how hard they're doing.

Cory McKane: 42:06

I love that. No, and I think, I mean, based on how, how many iterations you guys have had from the first three products, I think you guys are gonna have a lot of success with the next couple ones you put out. So do you so I think that was a great podcast so far. I mean, do you have anything that you want to leave the audience with or anything that you're coming out with?

Casey Danford: 42:22

Um, yeah, we you know, just the the biofeedback mechanisms, that's where that's our main focus, we're, you know, there's always going to be training devices out there, we're actually working on training devices that will help your performance not just with the lungs, but also with the body. So we have a new, we have a co brand coming out, I don't want to reveal it yet unveil it yet. But we do have a co brand coming out that's owned by training mass, it's going to be our essentially our performance devices segment. So it's not going to be in the breathing world, it's going to be in essentially make me faster, make me stronger, make me bigger. That's where we're headed. We don't want to we don't want to go too far down the segment of fitness, to where we get out of our niche. We want things that coincide with breathing and coincide with our mass. So we would never get into like weightlifting equipment we would never get into. We want things that want that compliment each other. Hey, listen, if I bring this heart and do this exercise with this device, it'll make me a better athlete. And that's what we're, that's overall the goal is to make everybody happier and healthier.

Cory McKane: 43:30

I love that and so I'm I'll be sure to include all the links to training basketball here and I'm excited to any of our waist drive users in the next few months be able to see training mask on there and I'm excited for the the partnership moving forward. So absolutely,

Casey Danford: 43:43

man, I appreciate thanks for having me on this podcast and you know, keep up the good work. And you know, if you guys haven't downloaded the we strive app, get on the east Drive app, look us up training mass, and then get yourself on there. If you're a coach, if you're a trainer, get yourself on there as a coach or a trainer and then you know, get your get your students getting in underneath yourself. So because you can the outreach is going to be amazing. So appreciate it, guys. Thanks for your time. And do you just continue to do what you're doing, buddy?

Cory McKane: 44:14

There we go. Good stuff, man. Thank you