More and more, given the economy, businesses aren't donating moneys as much as they used to. They are always thinking about the return on their investment. So when businesses think about getting involved in physical activity and making Canada a healthier country, they're doing it with an economic perspective. So having an opportunity to partner with the federal government is always important. No matter which organization I go to speak with, they ask if they get funding from the federal government and from which ministry and how they might be able to parlay that into a relationship for themselves.
The second area is if they can sponsor an initiative that makes Canada healthier but helps them drive revenue, drive margin, drive their image as a good corporate citizen, drive bottom-line profitability, and at the same time, for me, get Canadians to move more, they're open to those conversations. We really go in through a marketing door, and we help them to market their business. At the same time, our overarching objective is to get Canadians to move more.
One, they deploy resources and expertise, but two, they're actually reaching out then to their employees in the workplace, to their distribution, and to their ultimate customer. So we have an opportunity to hit 30 million Canadians if we partner with the private sector, and I think through sponsorship. But then the workplace is a huge piece of that sponsorship, so just within their own employees around their making changes, and helping to change the world, actually.