The Scott Townsend Show

#197: Max Skinner - A Deep Dive into the Movember Movement

March 13, 2024 Scott Townsend & Max Skinner Season 3 Episode 197
The Scott Townsend Show
#197: Max Skinner - A Deep Dive into the Movember Movement
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When Max Skinner joined me on The Scott Townsend Show, he didn't just bring statistics from Movember's latest campaign; he brought his heart, steeped in personal tragedy and triumph. As we sipped on mushroom coffee—a morning ritual Max swears by—we ventured into a conversation that transcended mere awareness, tapping into the pulse of men's health issues that affect millions. The mustache, more than a quirky trend, symbolized a beacon of hope for men grappling with prostate and testicular cancer, and the dark shadows of mental health struggles.

Facing the reality that 75% of suicides in the U.S. are committed by men, our discussion peeled back the layers of societal expectations that often silence those in anguish. Movember's initiatives, illuminated by Max's insights, reveal a profound commitment not only to funding research but also to forging connections and conversations that can be as life-saving as any medical intervention. In underserved communities, these dialogues are even more critical, painting a picture of hope where despair has often reigned.

Max Skinner is the Community Development Manager at Movember, the leading global charity for men’s health. Max is responsible for generating over $6M annually for Movember’s health projects and initiatives. 

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Movember Website - us.movember.com
The Scott Townsend Show Mo Bro Donation page - https://us.movember.com/mospace/13009249
Max Skinner Contact info - max.skinner@movember.com

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Scott T:

Welcome to the Scott Townsend Show brought to you by Pizza man Productions. This is Scott Townsend. Welcome back to the Scott Townsend Show. Today I have with me special guest, mr Mo Vember, max Skinner, community Development Manager. With Mo Vember, the organization and Max, how's it going?

Max S:

It's going well. Scott Really appreciate the opportunity to speak on men's health and represent Mo Vember.

Scott T:

So where are you coming to us from?

Max S:

Right now I'm in lovely Manhattan Beach in Southern California, but our headquarters is in Santa Monica, so we go in a few times a week right now, and work from home.

Scott T:

What did you have for breakfast this morning? What's up breakfast? Softball question.

Max S:

I love it. I had granola with yogurt and blueberries and actually some mushroom coffee. I've been trying to wean off of regular coffee and found a nice substitute, Mushroom coffee. Yeah, it's not like psilocybin I'm not tripping out right now or anything. It's got all the healthy ingredients, like limes, mane and all that good stuff. It's supposed to be better for your immune system, digestion, your teeth, no bad breath, no crashes. It's been a nice change of pace from coffee.

Scott T:

Mushroom coffee. I might have to put a link in the show notes about mushroom coffee, Any particular brand. Not that they're paying you to promote it, but is there any? One that you would point someone to.

Max S:

Yeah, there's this mud water. It's a good one. I use something called Rise R-Y-Z-E Tastes. You know it's a little earthy at first but you throw in some creamer, some sugar and you get used to it pretty quick. But I'm a huge advocate for it, honestly.

Scott T:

That's cool. I so to move in. I've been trying to get connected since November, I think it was, or even before in October, and it's my fault. I always wait till the last minute. For the last couple of years, you know, I wait till October and invite someone on the podcast, and of course there's. You guys are slammed in October and especially in November, and so this year. So here we go, so we couldn't do it again in 2023. So I told Max, I was like you know what, so let's just, let's just start real early and let's start in January or February of 2004, before November hits in 2024. So I don't know, I might be the first podcast you've done this year, maybe not, I don't know.

Max S:

You definitely are, but we appreciate the early support. Man, one thing we always try to do is, you know, make November a little more year round. Like we always say, it's not a new year's resolution. You know, men's health issues aren't just going to be a month long thing. They're not going to go away after one month. So we're really trying to kind of expand our, our awareness arm to make this a little more year round. So you know, we really appreciate having folks like you in our corner and, you know, being our advocates year round for sure.

Scott T:

You got involved with Movember. How, how did you? How did you?

Max S:

Yeah, so came from a, you know, personal connection. Like a lot of my colleagues and coworkers. You know we've all been touched by some of the causes that we represent. So I've been in the nonprofit fundraising space for just over five years now. I was living in Boston before moving out to LA and working at Movember and I was actually running my own startup in the crowdfunding space. So our whole mission was to try to get younger people more more active, more involved and engaged with philanthropy and try to kind of help some of the smaller grassroots nonprofits connect with with younger people, right, and so I used, I leveraged some of that experience and moved out to LA and this job at Movember opened up and it just felt like kind of serendipity and the right transition for me at the time. But, as I mentioned, you know I have a personal connection to it.

Max S:

The reason I got involved in nonprofit work, particularly in the mental health awareness space, was due to tragedy in my life. Unfortunately, I lost my mother to suicide when I was 21. So about 10 years ago I lost a fraternity brother years after the suicide, and so that was, you know, that's a cause that's near and dear to my heart and it's. It's at the end of the day, it's incredibly, incredibly gratifying to work at an organization, particularly a cause that that I care so much about. So you know that everyone has a why, everyone has a motivation, and all we can really do in this life is turn those horrible experiences into something positive.

Scott T:

That's great. Sorry to hear about that, but you're right. You're absolutely right. You can either wallow, wallow around in it or you can make something happen positive, make some good change there. So tell me about November how did? How did Moten not November November? How did November get started? I know there's a couple of stories out there. What's the deal? How did this all come about?

Max S:

Yeah, so super grassroots movement started out of Melbourne, australia. Our two founders, the Garoni brothers, were just sharing a pint of beer at a local bar in Melbourne I believe it was called the Gypsy bar, if I'm not mistaken and at the time they had a buddy whose mother was battling breast cancer and they noticed kind of the outpouring of support and resources and love that you know the breast cancer awareness movement was receiving, which is fantastic. But they also simultaneously had a buddy that was battling prostate cancer and they felt like prostate cancer in particular and men's health issues weren't receiving enough attention or resources or support. And so, you know, super grassroots, they just wanted to bring more attention and kind of sweep men's health issues from under the rug. So they started they were actually both rocking a mustache at the time, ironically, and they kind of wanted that to be you know they're walking billboard or their icon and they started off a fundraising campaign for their buddy for prostate cancer awareness.

Max S:

I think their first year they had about 30 participants and they probably raised a thousand bucks or something minimal. And then this was back in 2003,. Fast forward two decades later and I believe we've had a global network of supporters of over six million donors and fundraisers and we've raised over a billion dollars for men's health projects over the last 20 years. So it's really come a long way. What started off as again grassroots movement has kind of catapulted in this global movement of supporters, which is pretty cool to see.

Scott T:

I'll put a link into the Movember website and the show notes. Also, can you tell me a little bit, give me an overview of the key milestones and achievements for Movember in 2023? What did you guys accomplish this last year?

Max S:

Yeah, absolutely so. Movenber is a global organization. As I mentioned, we started off in Melbourne, australia. That's where our headquarters is at. We're actually all going out on a company retreat in a couple weeks here in March to Melbourne, which will be pretty awesome. So we have our headquarters in Melbourne, probably got about 200 employees there, and then we have offices in London, toronto, la and New York and yeah, so globally there's about probably 350 Movenber employees as an organization.

Max S:

We raised about 60 million US dollars during the last Movenber campaign 2023. In the US in particular, we raised about 15 to 16 million dollars, the bulk of that coming in, you know, in November. That's about where 90% of our fundraising takes place During that 30 day stretch, which is very hyper focused and targeted, but pretty awesome to see. I believe we had about in the US. We had about 33,000 registration. So these are people that come on our website, they sign up. They either actively participate or they're financially active or they just receive kind of our communications and they're entered into our comms funnel. Essentially so, 33,000 participants in the US. We raised about 15 million during that stretch of 30 days, which is pretty awesome.

Scott T:

Was that? Was that good? I mean, was that meeting goals or?

Max S:

we were. So we were a little down year over year. To be honest with you, there's kind of been this downward trend in the peer to peer fundraising market over the last five years. I think it's just kind of the nature of the the beast, not to mention, you know, struggling economy, inflation. High people are kind of tightening their belts a little bit financially. So it's it all makes sense. We were a little down but the end of the day we're raising tens of millions of dollars for for our partner, community health partners and men's health projects. So it's all really awesome at the end of the day.

Scott T:

Men's health problems. What so? What are the major initiatives? What are the major problems that Movember's trying to knock in the head?

Max S:

Yeah, so we have three causes that we represent and that we raise funds for.

Max S:

So just to give you some insight into kind of our how our fundraising model works is, of the funds that we raise annually, about 78% of that gets donated to our community health partners and different projects and initiatives throughout the country. The other 22% goes towards administrative costs, my salary, legal fees, all that good stuff, just to stay afloat as an organization. But the causes that we raise money for our prostate cancer, which I mentioned earlier, that was our kind of our Genesis grass Original cause and the third cause that we represent we introduced back in 2018, it's mental health and suicide prevention for men. Unfortunately, we're seeing a huge mental health crisis amongst men. In fact, three out of four suicides in the US are made by men, which is a staggering number again very sobering statistic. But it's important to know these metrics in order to enact change and to kind of spur men to be a little more proactive about their health, right? So those are the three causes that we that we represented, that we raise money for every year.

Scott T:

So what do you think guys are? There's that three quarters of all suicides are male. Why is that? Does anybody know, or got a guess, or what?

Max S:

Yeah, I mean I can tell you firsthand again, having lost a fraternity brother to suicide and just speaking to our community members who have been affected by this terrible disease.

Max S:

I'll call it.

Max S:

I think men, by nature, we were kind of prewired and predisposed to putting up this masculine guard, right, like we're supposed to be tough, we're supposed to be the rock of the family, and a lot of times we tend to shove our emotions down and don't address those emotions until they bubble up in a negative fashion at some point down the line, right.

Max S:

So I think a lot of it is just kind of societal norms in how men are, kind of see themselves right, and so what we try to do here at Movember is openly talk about it and have conversations like this to make men feel more comfortable to be vulnerable, to wear their emotions on their sleeves and to open up and talk to their buddies and check in with their loved ones. Because ultimately at the end of the day, you know, as cliche as it sounds, you really aren't alone in this world and a lot of the times I think men feel like they are alone and they don't feel comfortable having conversations like this. So that's our whole thing is just have an open dialogue and be comfortable with yourself.

Scott T:

At lunch with a friend and I asked him I knew I was gonna be doing this interview and he at one point had contemplated, or did contemplate, suicide and was, like you know, just right there ready to do the deal and somehow or another it didn't happen, and thank goodness. But I asked him. I said what was the switch, what was the flip? You know how did you go all the way to that point and then switching around, and you know, and he's not even sure himself really, but I thought it'd be. I thought it was interesting his perspective and about you know, taking one's life but ultimately being able to turn around and not do it. You don't hear that very often. Once they get to that one point, it seems like he passed the point of no return.

Max S:

Totally, yeah. I mean, even just recognizing that you've reached that point could be a lifesaver in itself, because at least you still have the awareness that maybe there's something worth living for. It's tricky, man, I mean. There's no simple solution. I will say that at the end of the day, you know we have a bunch of programs that we support. I'll give you an example. There's one called Making Connections that basically provides mental health resources in low-income, underserved communities that just don't have access to some of these resources because, as you know, our healthcare system is so expensive and outrageous and unrealistic. And so our whole thing is to try to lower the barrier to entry for these mental health resources and kind of put these tools in the hands of people so they can be again a little more proactive with their mental health. And it doesn't reach that doom stay point. You know what I mean.

Scott T:

The whole suicide, prostate cancer, testicular cancer, these are all things. Guys don't really like to talk about stuff much anyway, but now this is the stuff, these are the kind of things that are really hidden. I mean, like you don't go to the barn and say, hey guys, I think the boys have cancer, you know, and it just don't. You know, you just don't hear that, see that, and so, yeah, that's a tough one.

Max S:

And they're all kind of intertwined, Scott, in a weird way. Like you know, you talk about a prostate cancer diagnosis, or even you find a lump on your testicles and that's hanging over you for your entire life, Like it's always in the back of your mind, and then mental health creeps in and it's all kind of intertwined in a weird way. But yeah, no, you're absolutely right. Like no one's gonna be out really talking about this, Whereas you know, my wife and her friends have such like a deep support system that they go to, they go to each other for everything, they talk about everything and in a weird way, like Movenber is about men's health and the mustache like only men can really grow a mustache Right, but we really should model our lives and our support systems after our female counterparts in a weird way.

Max S:

So people always ask, like how do women get involved in Movenber? Like we have a whole physical activity activation and stuff like that. But it really goes to. It goes beyond that. It goes to supporting your, your loved one. Everyone has a father, Everyone has a brother, friend who's a man and like-.

Max S:

Grandfather yeah, and it just like showing them an example of how to actually act and talk about your feelings, I think, goes a long way. So that's how I think women can get involved at Movenber.

Scott T:

And women have done a really great job with the breast cancer thing. You know They've really. At first it was at first it kind of seemed a little. Do we want to talk about?

Max S:

that.

Scott T:

That was years and years and years ago. Now it's just, it's just a thing, you know.

Max S:

Yeah, and like going back to my point, like you see, in the NFL at least, they used to do breast cancer awareness month in October and all the players were wearing pink cleats and pink towels and all that and like. That's a prime example of like. That's a woman-centric disease, but men have all been affected by it. Same thing with our men's health issues. Like women have all been affected by it too, and you'd be amazed how many female supporters we have as well.

Scott T:

I don't know about that. You mentioned community health partners. Can you name a few of the partners that you guys work with? You mentioned one.

Max S:

Yeah, making connections. So that's a very grassroots initiative that we spearheaded. So for that program we partner with local implementation partners that are boots on the ground in some of the cities that we don't have a physical presence in, that are actually seen through some of these community programs and stuff that we're funding. On the prostate cancer side, we're partners with the Prostate Cancer Institute. They've been a long-term partner of ours. They have some of the best researches prostate cancer researchers in the world coming together, so our funding just helps support their efforts and pay some of the scientists and researchers and all that To Cicular Cancer we have a partner called it's the True North Program and I'll send you all these resources and links in case you want to include that in the episode, but it's all on our website.

Max S:

We're always adapting to the times and trying to partner with more localized organizations. It gets a little tricky because we are a global operation and so some of our health partners tend to be a little more global, but in the US we're trying to be a little more, I guess, hyper-localized and support programs and organizations that are here in our country.

Scott T:

In terms of challenges, what are the biggest obstacles Movenber anticipates facing in 2024? What are some things that you are bracing yourself for that you think might a hurdle that might be coming your way, and how do you guys plan on overcoming that?

Max S:

Well, I think the biggest hurdle is it's an election year and the election happens to fall right in the middle of our Big Movenber campaign. So I know that's been a challenge for us historically in the past just to cut through the noise, especially with this upcoming election, I think there's going to be a lot of craziness, no matter which way you swing. There's going to be a lot of tension in this country and I think cutting through the noise to cut through that tension, I think mental health's going to take a big toll on a lot of people because of that tension and that stress, no matter who wins the election. So I think that's going to be a huge hurdle for us Again, just cutting through the noise and fighting that whole narrative. And then, more granularly, I think getting younger people more active and more engaged at Movenber is becoming a hurdle for us because there are a lot of distractions these days.

Max S:

Younger people tend to care about different issues, whether it's climate change, environmental causes, which are obviously very fantastic as well. But one of our goals is to plant that seed with younger people and obviously mental health is a very topical point of conversation, especially among the younger generations, and they're super proactive and progressive about mental health, which is great. So I think doubling down on that generation is going to be huge. And then obviously, as I mentioned earlier, the economy inflation. People are tightening their financial belts. That's going to always be a hurdle and a challenge for us, no matter what the year is. So pretty typical nonprofit challenges. I mentioned the downward trend in the peer-to-peer fundraising market. So I think finding new, diverse ways to increase engagement and to be a little more creative outside the box is what we're going to have to be focused on this year.

Scott T:

Do you find companies matching donations that people make or raise?

Max S:

Yeah, that's a huge, huge revenue stream for us. So it really works out with our whole fundraising model because, again, our campaigns at the end of the year to November it's around Giving Tuesday. I think people are a little more charitable around the holidays by nature, and companies always have to meet their CSR needs at the end of the year, and so it just aligns well timing-wise for us. That is one point of emphasis that we are really trying to hyper-focus on is around corporate matching, and we actually have a whole corporate matching portal on our website so you can kind of look up if your company is in our system and it'll automatically sync up with their matching program but, directly through our website, which is great.

Max S:

So meaning that if you raise $100, then they'll match the hundred and Yep, exactly, and we typically have a big donation match day or two during November. In the past, mastercard has funded that up to 150K, so we'll have a matching day in the middle of the month and every $25 donation and up will be automatically matched by MasterCard or our other corporate partners and that usually generates 300K for us yearly. So that's a huge focal point for us moving forward.

Scott T:

You guys. How do influencers play a role? Do you reach out to influencers, those on social media, or is there a plan of attack using people who are influencers in there?

Max S:

Yeah, absolutely. Our marketing team does a great job of kind of weeding out the good influencers that aren't in it for clout or for the money, like. Ultimately, at the end of the day, we wanna work with people that give a shit about these causes and wanna raise awareness out of the goodness of their heart, right? Having said that, everyone has a price. We have a PR agency called Trueheart and they do a great job of again finding the right celebrities and influencers that have either been touched by these causes and that wanna raise awareness and funds pro bono or we'll do it for a discounted price, whatever it may be. But yeah, it's a great question, scott. I mean, it's tough to find the right influencer again that wants to do this for free, but ultimately that comes down to ones that have been touched by these causes. Unfortunately, that's where their motivation really stems from.

Scott T:

So I'm an influencer. I'm doing it for free, and are there other podcast hosts out there there? Are there other people that might wanna pick up the baton, bang the drum a little bit and help with this organization and your initiative, maybe? So I've played with Movember for a couple of years. I grew up in Mustache in November and then javed off in December. This year I got a little proactive and I reached out to 10 people to donate 10 bucks, to raise $100 and ooh, big deal. And anyway, it worked.

Scott T:

I raised like 150. I was just thinking 100, you know just, and I did 150, which was that was great. So that got me thinking and kind of got me energized. And so this year I probably shouldn't have said, let's go like this, but $1,000, I mean, I've never raised $1,000 for any nonprofit before. But doing 100 made me think. Well, you know, if you can do 100, could you do 1,000 if you worked the whole year instead of just the month of November, you know. So that's why, that's why you're here today, cause I'd like to try to start banging the drum for the Movember cause. This is February, every like once a month. I'd like to have some kind of story or something about Movember that keeps people aware. And it's kind of my pet project. It's just me, you know. There's no real big, it's just something that I don't know, just kind of no listen.

Max S:

We appreciate any and all support and it's funny we always say, like, no matter how much money you raise, like the awareness that you're generating is honestly more valuable than gold a lot of times. And we appreciate having folks like you in our corner and even like, if it looks like you can grow a pretty mean mustache. But for folks that can't, we always say the crappier mustaches start the best conversations and ultimately that's what it's all about, right. So we appreciate the support, man, and I'll send you some of our kind of key moments throughout the year, cause, as I mentioned, we are a year round organization. People think it's just. Sometimes people think it's just a social media hashtag for 30 days and we go away.

Max S:

But we have testicular cancer awareness month in April. We have a ton of activations, particularly in kind of the college university cohort. Then we have mental health awareness month in May. June is there's men's health week in the middle of June, coupled with father's day, which is obviously, you know, great, great activation day for us, and then suicide prevention month in September, and then we're we're right at November essentially.

Scott T:

So there's a bunch of those, those would make some good episodes. Those topics, those themes would make good for good episodes during those months.

Max S:

Yeah, man, and I'm happy to send you some of our kind of our communications toolkit for those awareness months. And you're welcome to run with it.

Scott T:

I this morning thought, well, I need to get what if I get $10? And so that means I need to get a hundred people. So I've started a list and so I reached out to one guy and he was like, oh yeah, put me in, you know. And then another guy was like, yeah, I'll do it. So I got two and the, but that was in within the last hour. So I've got you know. By the end of the day or by tomorrow, surely I can come up with a hundred family, friends, work colleagues that I can ask to donate $100. Do you guys have templates or something that a guy like me can use when reaching out to people about joining the Movember, helping me raise money for yeah, yeah.

Max S:

Yeah, man, we have a whole community toolkit which includes like email templates, outreach templates, like social media tiles, graphics, all that good stuff. I'll send that your way. But, honestly, at the end of the day, like you know, without like guilt tripping your buddies or people in your network, I always find that it helps just speaking from the heart and speaking to your why, like even if you haven't been personally affected by any of these causes, like there's a reason you're doing this, and I always find that when you start with the why and start with your motivation, that that's what hooks people in. So I would encourage you just to explore that and you'd be amazed how you know how many people will get behind it if you share your why.

Scott T:

So, after no, after November, after November, I decided to keep it going, you know, and I got a lot of good planning on it, but I got to, like you know, people are like, hey man, that looks great. Man, I've been called you. Look like Donald Sutherland, you look like Neil Diamond, you look like it's never Brad Pitt or Tom Cruise.

Max S:

It's always these other old, yeah so, but yeah, I'm with you, I'm listening. It's been three months and there are two months since the end of November and I I still got this thing and my wife likes it, so a good excuse to keep it.

Scott T:

Yeah, I think I'm gonna get rid of it the first day of spring, just to you know, shake things up, because you know it's going to start getting warmer and blah, blah, blah. But, and my wife's like you know, any day now you can, you know.

Max S:

So I'm with it. Where are you based at?

Scott T:

Yeah, this. I'm in Oklahoma right now, north of Tulsa about 45 minutes. We're almost to the Kansas line.

Max S:

Okay.

Scott T:

Yeah.

Max S:

Nice, yeah, I mean, I'm in the same boat.

Scott T:

Once it gets a little warm here, this thing starts getting scratchy and hot and yeah, it's a winter thing, yeah, so yeah, I'm totally good with it, and so yeah. So this year, 2024, this pet project Movember, and those of you all listening up there if you want to donate, I want to put my little donate link in the show notes.

Scott T:

Your mobile page my mobile page yeah, mo bro page, or whatever and you can make a donation there and I'll keep all the listeners up there. As far as how much money we've raised this year and it's just an experiment We'll see if we can. We got to 100 last year. Let's see if we can get to 1000 this year, you know so we appreciate you and your network support.

Max S:

Scott Seriously, really, really means a lot, and I'll share with you a bunch of resources and some other materials that you can share with your audience in terms of where the funding goes and all that good stuff.

Scott T:

So if you, if anybody out there, wants more information about Movember, where would they go?

Max S:

Just go to usmovembercom, sign up, create an account and you'll be entered into our communications funnel and you'll receive information about the programs that we support, where the money goes super transparent, all that good stuff I mentioned. You know, there's different ways to get involved beyond just growing a mustache or raising funds. For us, we have a whole physical challenge where we encourage folks to to run or walk 60 miles for the 60 men that we lose to suicide every hour around the world, which is a very powerful statistic 60 guys an hour.

Max S:

An hour around the world. So a guy a minute. We've been on this call for about 40 minutes. So 40 men have unfortunately taken their lives to suicide. We've been on this call in the world. So, you know, very sobering. But again we have to talk about these things to be a little more proactive with our health.

Scott T:

Yeah, I agree. And for you, if anybody wants to reach out to you, or can they do that? And if they can, how do they do that?

Max S:

Please, yeah. Yeah, you can email me maxskinner at movmbercom. Find me on Twitter, max E Skinner. But, yeah, feel free to reach out and if you want to get more involved or learn, for learn ways to on how to support, feel free to email me. And Sky, you're welcome to share my email as well.

Scott T:

I noticed that you guys oh, we're not connected on LinkedIn, but so I pushed out of follow so you might check on that if you want to be in my network. If you don't.

Max S:

I totally get it. No, I'd love to.

Scott T:

There are some podcasts that are dedicated to Movember. Is that right? I saw like six of them that or they talk about these issues on your website. I don't know. Is there a way to get an introduction to these people? I might have them on the show.

Max S:

Yeah, so I, like I mentioned, I participated in a bunch of podcasts during Movember. A lot of them are around mental health or you know, different causes like that we represent. So happy to make an intro man? Yeah, would love to.

Scott T:

Okay, all right. Well, I think that's about it. Any last words from the Movember crew.

Max S:

No, just again really appreciate the opportunity to speak on this stuff and can't thank you and your community enough for forgetting behind this and supporting us in this way. It really means a lot.

Scott T:

Yeah, you bet. All right. So well for Max Skinner. This is Scott Townsend. Thanks for listening to the Scott Townsend show. Have a great day, everything's going to be all right and we'll talk to you later. The Scott Townsend show is a Dito man production. For more episodes, visit the Scott Townsend show YouTube channel, listen on Apple podcasts or wherever you listen to your favorite shows.

Movember
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Challenges and Strategies for Movember
Celebrating Movember With Max and Scott