If you haven't already, please study our Bootstrapping Course and Investor Introductions page. There are roll-ups of e-commerce brands going on right now. This case study delves into one such that has exited into a roll-up effort. Jay Perkins, Co-founder of Kettlebell Kings, currently runs Living.Fit which produces digital workouts, fitness education courses, and fitness equipment. Sramana Mitra: Let's start at the very beginning. Where are you from? Where were you born, raised, and in what kind of background? Jay Perkins: I was born and raised in San Antonio, Texas. In 2004, I moved to Austin, Texas to go to college at the University of Texas. Pretty soon after arriving in Austin, I just fell in love with it. I felt like this was an incredible place to be in. I've been living in Austin ever since I graduated from college. It's been a great experience because the city has continued to grow quite a bit. I had friends who moved back to where they were