The business achieves higher profitability by focusing exclusively on a luxury tier of services rather than offering multiple tiers.

“in the past we had two different tiers and we focus more on one time and you realize you make more money on the luxury tier so you do more of that”

A personalized connection is the primary driver of growth in the sleep consulting business, rather than relying on a brand name.

“people come to me because they know me they've heard that I'm the best they've heard X Y and Z when you try to just sell it with like a brand name I don't think it has the same effect because it's really such a personal service and a personal relationship that fuels growth in this business”