For example, we sponsor a local women in outdoors program with the Manitoba Wildlife Federation. I'll speak from a corporate perspective. Women in the outdoors and specifically in hunting, fishing, camping, etc., is a very promising demographic for us. It's another way of getting families together.
It used to be traditionally a grandpa, a father, a son, an uncle. Deer hunting in my family was a male pastime. It's a way of bringing the family back together and doing something outdoors. It's as simple as that.