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Roller derby wasn't just a workout for Micki Krimmel, it offered a sense of empowerment and community. The sport inspired Micki to start Superfit Hero, an inclusive and body-positive apparel line to make everyone feel welcomed in the fitness world.
In this episode of Shopify Masters, Micki Krimmel of Superfit Hero shares her approach to building a community, how she shares inspiring and inclusive stories, and what has helped her to grow her business.
You hear the whole thing about 80% of your revenue comes from 20% of your customers is totally, totally true
Key lessons shared by Micki Krimmel:
- Community building extends beyond your area of expertise. The Superfit Hero Facebook originally started as a place for the most engaged fans to share training tips. Now the members have grown close uses the group to discuss many topics outside of fitness by sharing life updates, pet photos, and health journeys.
- Seek help outside of your skillset. Micki wanted a robust homepage that features videos, reviews, and products so she turned to Shopify Experts and hired a developer to build a more customized page that she has envisioned. She also worked with Admixed on marketing to scale the business.
- New product launches are critical to sales. Superfit Hero saw first hand how 80% of their sales come from their top 20% of customers. In order to stay relevant and gather interest from their top customers, they need to launch new items and designs on a regular basis.
Show Notes
Store: Superfit HeroSocial Profiles: Facebook, Twitter, Instagram
Recommendations: Loox, Klaviyo, Shopify Experts,
Felix: Today we're joined by Micki Krimmel from Superfit Hero. Superfit Hero is a body-positive lifestyle brand with a mission to make fitness more inclusive and was started in 2016 and is based out of Los Angeles, California and is projected to earn $900,000 in revenue this year. Welcome, Micki.
Micki: Thank you I'm excited to have this conversation.
Felix: Yeah, so this idea for this business came to you through your experience as a roller derby athlete, so tell us more about this. What was your experience in roller derby? How did this birth the idea for your business?
Micki: Yeah, so well I have some experience building brands, it's not my first start-up and when I was sort of in-between projects and thinking about what I wanted to do next and fitness and sport have really become the thing that I was most passionate about. Before I started playing roller derby competitively I never really considered myself an athlete.
Micki: Like I worked out, I tried every diet, my relationship with fitness was really all-around weight loss and through the process of becoming a competitive athlete and learning to train for results instead of appearance, I had this really transformative experience with respect to my relationship to my body and to fitness and just my overall confidence level.
Micki: I mean I feel like, through fitness and sport, I really came into my own as a complete human. I think we underestimate how important our relationship with our body is to fulfilling our potential in other areas. So I wanted to share that experience with other people. You know the body-positive movement was kind of becoming mainstream at the time and people were having this conversation but they weren't really talking about how to apply it to fitness.
Micki: So that was kind of what sparked it. So I started doing some research to figure out what is the service that I can provide? What is the product I can sell to help tell this story and make this change in the world around me? You know there was a huge hole in the market for really quality plus-size fitness apparel. I live in LA where there's a lot of access to people who have a lot of experience with apparel, which I did not have and so I decided to give that a shot.
Felix: Awesome. So there are a couple of things I want to touch on. So you mentioned that you already had experience building brands and starting businesses in the past, were they related to ecommerce or how was it helpful that you had this experience in applying it towards launching Superfit Hero?
Micki: Yeah, not ecommerce specifically but online definitely. So I've worked for web startups and entertainment startups but specifically in online marketing since 2004. So I have a lot of experience building online communities and structuring communication processes and customer service is huge. I mean I honestly think my years and years of waiting tables through college set me up almost better than that experience, but yeah I have a lot of experience with customer service and brand building on the internet.
Felix: Got it. So you mentioned that you had this transformative experience, you changed your viewpoint in your relationship with fitness and you wanted to be able to transform the story basically almost into business, like what kind of business can you start that will help you tell this story? So was there a list of criteria that you were working through? Was there other options that you could have pursued? How did you settle on fitness apparel?
Micki: Well, the first thing I did was really take stock of my resources, my connections and what I'm good at. I knew having had a bunch of years of experience in tech startups, I knew what I didn't want to do like I didn't want to go raise millions of dollars and hire a bunch of people and scale really fast. I just wasn't interested in that process. I wanted to build a company that brought in revenue from day one so that it could sustain itself and grow more organically based on real connections with actual humans.
Micki: And so I was thinking about building a business that supports my lifestyle instead of the other way around like I've seen so many people in startup land just kind of jump head-on into an idea they're not sure will work and then three years later it's over, and they're starting over with a new one. And I was kind of done with that process. So I took stock of my resources and my connections. Like I knew like I said how to build a brand. I knew how to connect with people online.
Micki: I'm familiar with just how to do multi-channel marketing and because I was playing roller derby I had access to this amazing community of athletes that I knew would support me. And so I thought about something I could make for them specifically as a way to get the business launched. So I spent the first two years really just focused on roller derby. They were my first customers, they supported my Kickstarter. It was because I had that community behind me and I knew that those athletes are in the market for this product that I landed where I did.
Felix: Okay, so you mentioned you wanted to be profitable from day one and not kind of pour a bunch of resources and time into basically like a tech startup approach where you don't see revenue, or you don't see a profit for a long time. So what kind of questions do you ask to determine this? I think this is a very important question for a lot of people out there that, they want the same thing right? They want to be profitable as early as possible. So what kind of questions do you need to look at to determine if the business idea, the business model that your going after can be profitable from the beginning?
Micki: I mean this is actually what I used the Kickstarter for. So a lot of people do Crowdfunding just as a way to raise money and I really did it to sort of test the business. I was testing the product, I was testing the price point, I was testing the messaging. If the Kickstarter wasn't successful, I would not have moved forward.
Micki: It was my way of sort of putting my toe in the water without a huge risk because I hadn't made the product yet, I hadn't really invested a ton of money into it yet. I had done all the development already so the Kickstarter represented what our actual product was going to be but that was my way of testing. The questions we asked were, is the price right? Is the product right? Is the messaging right?
Micki: It's really about, you know you hear people talking about product-market fit, like are you making the right product for the right customer? I think the first year and a half of the business was really, really clarifying that. Where we took feedback from the customer about fit, sizing, we perfected all of that but we also really perfected the messaging. Like we figured out what messages were resonating with people and the brand just kind of started to take on a life of its own.
Felix: Yeah, I think it's important that you don't always end up with the product and market that you originally thought of from the beginning. So what are some of the biggest learnings throughout the last year and a half about the product or the messaging that has changed the most drastically from the beginning until now?
Micki: Well, that was one of the things I did learn from tech was the idea of iterating your product. You know, putting something out, getting feedback, and making changes. We did online surveys, we have a really robust review system, which we can talk about, and we really do follow our customer's lead. We have a Facebook group where they tell us what products they want next and so the fit definitely changed over the first two years.
Micki: We took people's feedback and just made changes each time we put out... We started with just leggings, it's important to clarify and I had developed a really great fit before we even launched the Kickstarter we had athletes of all different sizes trying them for different activities but you still never know until you put a product out there whether it's serving your market the way you want it to, and so we received a bunch of feedback, we did surveys at various points and then each time we did a new run we would make adjustments to the fit of the leggings.
Micki: And now it's like the best, it's so good. We have everything from extra small to five XL, which for us is size zero to 30 and we have fit models all along that range, we don't just size up from a small and expect it to fit everyone. We added pockets and the pockets have become a staple brand identity for Superfit Hero and now we have lots of other products as well but the leggings were the core thing that we started with and we really did interact a lot with our customers to get it just right.
Felix: So I think when you first started I'm sure you had all these visions, these ideas for all the different types of products you wanted to offer beyond just leggings and also that you could serve way more athletes, way more sports than just with the roller derby community but you decided to really focus on one type of product and one community.
Felix: I want to talk about the importance of this realization, this approach that you took in starting with the market first. Why did you think it was important just to focus on the roller derby community even though the products that you have to offer, the leggings at the time could have been applied to any other sport?
Micki: Well I wanted to make sure that we got them, I mean the first part is really easy, I had access to the roller derby community. They're my community and this started off as a roller derby brand where I would go to roller derby events and market to the roller derby community and I'm still a part of that community, I retired three years ago and I'm still a very active part of the community but it was important to me to start within a well-defined community so that I could use that time to really hone the product and the messaging.
Micki: I mean the whole brand is born of roller derby. I mean roller derby is feminist, body-positive, queer-friendly, all these things that define the brand of Superfit Hero are really sort of inspired by that sport and my experience and my own identity-building within that sport. So it made sense for me to start there and it was a safe space for me, it was a community that I knew and trusted the brand and I think now that I'm expanding into other sports, you know we have yoga, weight lifting, CrossFit, Zumba.
Micki: We have athletes across the spectrum using our products at this point but they all share in common that body-positive ethos. That feminist ethos that for me, I found through roller derby. So that's sort of the central piece that allows us now to expand beyond that sport.
Felix: I think a lot of people when they are part of a community their fear is that they don't want to come across as someone that is now kind of spamming. So how do you bring a product, a business to a community that your part of I guess gracefully?
Micki: That's a great, great question. And my answer is so lame. It's like by being authentic. And again because it is my community I can have that conversation in a real way with other roller derby athletes but as I expand into other sports I lead with the stories of the people that are in that sport. So it's not my place to go out there and say what it's like to be a competitive weight lifter but I can create a video with Sarah Robliss, one of our sponsored athletes and let her tell her story.
Micki: It's actually one of my favorite parts of running this company is that I now have this platform that I can use to elevate other voices. Athletes that are doing other activities and that have stories to share and that so people can see themselves as these superhero athletes. So that's kind of how I'm doing it, is I'm leading with other people's stories instead of... It's not always just a product.
Micki: We don't actually do a ton of product content, we do a lot more athlete content and highlighting. We do a series called superhero Moments. So what was the thing you did this week that made you feel good about yourself? And then we share those on social media. So our content is partially about the product but it's more so about the feeling of confidence that we're trying to share with people.
Felix: Yeah, because your content is not super product-focused, it's not, you know, getting eyeballs on the product itself, it's more about stories of your ambassadors, of the influencers, these role models in your space telling their story. How does that eventually turn into a sale? What is the process behind someone that's coming and seeing your non-product-focused content for the first time and eventually becoming a customer?
Micki: Well, this is the reason why we think about it holistically. So we have a real multi-channel marketing strategy where I'm creating this inspiring content. We do videos and photos, but we also do just paid advertising on Instagram and Facebook that is product-focused and then we also have a Facebook group, which is mostly about people just sharing their stories in confidence related and fitness-related questions.
Micki: But we also do talk about product in there, and we do a lot of flash sales in there, but the real key is to get folks on our email list. So the email is our biggest converter and then we do obviously retargeting ads for people who visit the site but don't buy anything, then we'll advertise to them with the images of the products they were looking at, and that's really effective for us too.
Felix: What is the goal of the story based content?
Micki: So my sort of overall thesis for this business is, like I'm not trying to be Lululemon. I don't want to raise money, I don't want to be a billion-dollar company. I'm much more interested in building a smaller lifestyle business with a small team and a high-profit margin. And the way I do that is by building a real community of customers that are loyal to us and emotionally connected to the brand.
Micki: So we're never going to be able to compete on price. We're never going to be able to compete on scale but where we can be different is by being a brand that has a really authentic story and message and that makes people feel a certain way by interacting with us and our community.
Micki: So I keep mentioning our Facebook group, you know we have over 2,000 members, these are our most active customers, but also just people that want to participate in the body-positive fitness conversation. And a lot of those people haven't purchased from us yet and that's fine, we're building this community over time and it's part of our mission. The other thing we have going now is our body-positive fitness finder.
Micki: So this sort of grew out of my influencer program where we were sponsoring body-positive fitness trainers and yoga teachers as a way to have them promote our products to their customers and sort of just grow the community. And at a certain point, I realized, I was like, wait we have hundreds of these trainers.
Micki: We have relationships with them and then we have thousands of customers on the other side and they probably want to meet each other, so we created this online directory where anyone customer or not, can visit our site and find a trainer near them. Whether they want to lift weights, do yoga, go hiking, whatever it is, they can find somebody near them that will be a body-positive fitness person in their lives as opposed to diet culture 24 hour gym places.
Micki: And yeah that's something we don't make any money on that, it's just part of our community building but it's one of those things that I know over time will really help solidify us as the brand for this emerging body-positive fitness market.
Felix: Yeah, I think in the world that we're in, direct response ads kind of focus where you put up an ad, you drive to a product page and try to get a sale-off of that very first time your prospective customer sees you and the approach that your taking is it can kind of be really hard to measure and it requires patience right because these stories are meant to build a community, loyalty, emotionally connect with your community and these things don't happen overnight or don't happen with the first time they see you. They don't happen for a while, so how do you I guess measure the performance I guess of this kind of content and know that it will work overtime like it has been shown to, I guess that has proven to work overtime for you. How do you know that it's working?
Micki: Right, and that's a great question and with respect to the body-positive fitness finder, I don't know yet that it's working. It's just something that it just felt like the right thing to do for the mission of the brand and again it's about building those relationships. Like when we first started, finding body-positive trainers was really, really hard. They just weren't out there.
Micki: And now we're seeing more and more and more and more and more and more and we want to make sure that all of those people are connected to our brand right? So I don't know yet if that... I assume it's paying off. We don't... It's a really hard thing for us to track. I mean the things we can track obviously are email conversions, social ad conversions, what's coming through from PR and we're using all of those channels. But I am skeptical that looking at any one of those statistics is really just about that statistic right?
Micki: I mean there used to be the old adage like your customer needs to see you three or four times before they buy and now it's like 12 plus right? So who knows if they buy through the Facebook ad where they first saw us you know? It's really hard to track how many times they've seen you before then. I'm skeptical of those stats. I think you really have to be everywhere the customer is and create a holistic brand presence that they recognize, that's differentiated from other brands in the space and that creates some sort of emotional connection for them so that they feel like they want to give you their hard-earned dollars.
Felix: Right, that makes sense. So you have a couple of different places where you can track your customers. You mentioned the email, you mentioned a Facebook group, you mentioned ads, you mentioned these stories. So can you walk us through your ideal customer, your ideal community member, can you walk us through where you would like them to first see you and where you want them to eventually end up?
Micki: Yeah, I mean right now it seems like most of the people are first interacting with us through our Instagram and Facebook ads. And so those are really effective for us because obviously, we're able to target really specifically who we're looking for. We do local audiences based on people who've purchased from us before. We focus really specifically on certain sports that we know tend toward the body-positive ethos.
Felix: Sorry quick question here, are these ads the product-focused one or are they promoting the content?
Micki: These are product-focused yeah. Those are the ones that get seen the most. We do promote our less product-focused content as well but those don't obviously convert as well, like people don't click them as much. Like they'll watch them but they don't interact with them necessarily.
Micki: But even our product ads will have a little message that kind of is really clear about who we are and they're showing really diverse bodies in the ad, which is something people aren't used to seeing. So that in itself is sort of telling the story about who we are and what we care about just by virtue of who we feature in our advertising.
Micki: So that's sort of step one and then they'll come to this site and they'll read more about our story and they'll see all of our gorgeous models and be like, "Oh my God this brand speaks to me." And then the hope is they'll sign up for our email list.
Micki: Once they're in our email, we send a series of onboarding messages that introduces them to who we are, why we exist, how we're different from other brands. We sort of incentivize their first purchase with a discount. We sent them through this whole series trying to get them to make that first purchase and then we also invite them to the Facebook group.
Micki: So each step of the way invites them to engage with the brand in another way and the ideal customer is engaged with us on all those platforms. They're following us on Facebook, on Instagram, they're in our Facebook group, they're on our email. Each channel is sort of inviting customers to join the other channels and then the hope is that they're engaging with us in all those different ways.
Felix: I'm not sure you have the numbers off the top of your head but is most of the revenue coming from people that are seeing a product-focused ad and then buying or is it mostly coming more on the back end after they've been on the email list inside the community?
Micki: Email is our highest converter, it's eight percent followed by organic search and then our social ads. Organic search and social ads are about the same, that's like a five percent. And then followed by PR.
Felix: Okay, awesome. I see you have those numbers which is great. So I think this onboarding sequence that you're talking about is obviously very profitable for you and it's automated and it's almost like a robotic salesperson that's going out there and selling for you every day.
Felix: So it's an important thing for you to set up but I think it can also become a little daunting because a lot of people that might not have this might be I don't even know where to start, I don't even know what to say. So can you kind of walk us through this? Maybe starting with what is the incentive for someone to first join your list? How do you incentivize people to join your email list?
Micki: I mean it's a pretty standard operating procedure at this point. You know, somebody's browsing your site, we wait I think almost a minute before we throw a pop-up at them because I find them kind of annoying and I want to make sure they're interested in our product before we send them away by popping things up in their face. So we wait a minute before we throw the pop up but then yeah, there's a pop-up that says, "Save 10% by joining our mailing list." Because by then they're already interested.
Felix: Have you played around with different incentives? Like is this 10% the one that won out, out of the others that you've tried?
Micki: Well, I've tried a 15% and the 10 is the same, so we went with the 10. Those are the only two that I tested to be honest but it's also part of our... it's meant to be a part of our broader campaign because, so our sponsored trainers have influencer codes that they share with their community that is 15% off your first order and we wanted that to be more than the general pop-up everybody gets, so that's kind of how we landed there.
Felix: Once they're on the list how long is this onboarding sequence? Like what are you leading with?
Micki: And we could do better here to be clear. This is something I'm working on improving right now.
Felix: Yeah, I think just a general idea of how you approach it so if someone out there doesn't have anything like this at all, like how can they get something.
Micki: Yeah. So the very first email we send is right away, it's like, "Thanks for signing up, welcome to the community, here's your 10% discount code." And then we include some information in that email about what we're trying to accomplish and why it matters. And then we follow if they don't purchase using that code we follow up the next day with a reminder.
Micki: And then a few days later we send them an invite to join the Facebook group and we tell them in the Facebook group you gain access to all these amazing conversations, flash sales, special discounts. A few days after that we tell them about the body-positive fitness finder and then let's see, on day 10 they get another reminder for the discount. And this is of course if they haven't used it.
Micki: So it's like it sort of branches off into different directions depending on their activity but if they don't purchase, every few days we'll sort of remind them. And then if they still don't use it after a month then we up the discount to 15%. To try and get them into that first purchase. And then the flow ends after 40 days, that's the sort of last chance email where we really send them the 15% and then that's the end of the welcome flow.
Felix: So you mentioned that at first, you talk about who you are, why you exist, how you're different. Did you have to... I'm assuming this is one of those things that you said that you started with an idea of who you are, why you exist and how you're different, then over time it's evolved. How did you decide what was important to talk about in that particular email to almost introduce your brand and your company, your message, your vision to your prospective customer? How did you know what to include in that email?
Micki: It's been a really organic process. I mean it's not far from where I started. But we do sort of follow our community. So the language around this movement changes over time and we need to make sure that we're moving lock-step with that. And part of that is like you can't just post content on the internet, you also have to consume it and you have to interact with people and through that interaction and by seeing which of our posts get re-posted we can really tell what messaging resonating with people.
Micki: We don't do a ton of AB testing right now. That's something I want to get into with respect to the email flows in particular because email is so huge for my business, I want to spend more time here and make sure that we're optimizing. So we're in MailChimp right now, I find AB testing kind of onerous on that platform and so we're actually about to switch.
Micki: So this is the sort of next on my list is how to get more in the weeds and technical around testing our messaging because right now it's just organic. It's like we see people reposting things, liking things, we're like okay that messaging is working but we're not using a lot of data to back that up yet.
Felix: I think that's a fine approach. I think the worst case is over-optimizing too early where you don't really have anything to work with yet and you're spending too much time making tweaks where you don't have enough data or not enough input to make the determination. So you almost have to go with your gut right to start? Qualitative.
Micki: Totally, yeah. Absolutely.
Felix: Yeah. So you mentioned the Facebook community a few times now and this is obviously very core to, this is where your community gathers, this is how they talk to each other it sounds, so what's in there? What's in the Facebook group?
Micki: So we created it initially just as a way because we realized we had customers that were really, really engaged with the brand and they would repost everything and just get really excited and we wanted a way to sort of get them connected to each other and also to the trainers.
Micki: So all of our sponsored trainers are in this group as well, so there's a lot of conversation around, we have people that ask for advice. A woman today is dealing with cancer and was asking about how do I modify certain movements and a bunch of the trainers jumped in with suggestions. We do a weekly superhero moment post.
Micki: So every Friday we ask people to share their superhero moment of the week. It could be fitness related, it could be work-related, life-related, it doesn't matter and it's just this really nice, inspiring day where people are posting things that they're proud of. The community itself has sort of started some of their own days and also on Friday is furball Friday where everyone posts photos of their pets.
Micki: It has nothing to do with Superfit Hero at all but it's like its just a way that people connect with each other and it's just become this really positive affirming safe space for people to ask questions and to be proud of their accomplishments and it's a really inspiring place.
Felix: Now when you first started a body-positive group how did you kick start it? Because I think at 2,000 like you mentioned you have, there's probably already kind of posts and engagement between members but when you first start that's probably up to you right? Or you and your team to start producing the content?
Micki: Yeah, definitely. It's a lot easier now. We used to have to kind of spark the conversation much more and so we did it by creating a schedule per week and we still do a lot of these things. So on Monday, we welcome all the new members and we ask them to answer two questions.
Micki: What is your workout or movement practice of choice? And what is your superpower? And this sparks a bunch of conversation because somebody will be like, "Oh I'm really into aerial yoga." And then someone else will be like, "Oh my God me too."
Micki: And they'll start talking about it. So that sort of gets the conversation going and then like I said, every Friday we do the superhero moment, but then we also just, we bring in our sponsored athletes and trainers to do Q & A's and sort of be the expert on weight lifting or the expert on yoga for that week.
Micki: So we do a lot of stoking the conversation again by highlighting the expertise of people within the group, not necessarily our own. And then on top of that everyone in the group gets early access to new products, we sometimes do voting like which color do you prefer? So they really get to sort of participate in the brand from a product perspective as well and people really enjoy that.
Felix: So you mentioned to us that where one of your pieces is kind of niche community marketing. So is this what you mean by that or is there something else to it?
Micki: I mean this is definitely a big part of it but yeah, you know just... For me, niche marketing is like I was saying, this sort of omnichannel approach like it's important for us to be everywhere that our customer is but we're not targeting everyone.
Micki: Niche marketing is just being really, really specific about who your customer is and also really, really specific about defining your relationship with that customer. And so I think those are the two things that we've done really well and continue to do really well even as we expand what that niche looks like.
Felix: Can you say more about that? About defining your relationship with your customers? What does that mean to you?
Micki: So what exactly is it that we're offering them? Like it's not just leggings, right? And it's not just sports bras, we're really trying to uplift our customers and make them feel like they're a part of this movement and that they're participation in fitness or movement practice matters and is worthy.
Micki: I don't think a lot of brands are thinking of their customers in that way. I think they're just thinking about the product, how to sell more product but for us it really is about... If you think about clothing, so I have no fashion background whatsoever. If you'd have told me 10 years ago I was going to be running a fashion company I would have laughed in your face.
Micki: I'm not a fashion kind of girl. It's fun, but it's not one of my passions, but I am passionate about feminism and I'm passionate about confidence in the women around me and I'm passionate about how that confidence in women help build a better world for everyone and so that's what our relationship with our customer is centered around right?
Micki: The product is amazing and I stand by it 100%, I think we have the best fitting leggings on the market no matter your size but the reason the product is amazing and fits so well is because it has to make our customers feel confident. The confidence is the main thing.
Felix: So this is super important because I think that people always talk about how important it is to be passionate, and I think a lot of times that's equated to what you're getting at, which is that people a lot of times are passionate about the product itself right? Are passionate about fashion, but you're talking about being passionate about almost like a feeling right?
Felix: Your passionate about a feeling and, which I think if you start there, it's almost harder to decide what kind of business to start because you might be passionate about feminism or feeling confident but there could be so many different products that... Or different kinds of businesses that you could start to I guess pull out that feeling.
Felix: So I want to kind of take a step back and talk about this. Like how did you work through the almost mental exercise of okay I want to... I'm passionate about people feeling confident in their bodies, passionate about feminism, and how did you walk yourself backwards to selling leggings essentially? How do you even do that?
Micki: Yeah, I mean it really started with taking stock of my resources. What kind of company do I want to build? What resources do I have access to? I live in Los Angeles, there's a huge fashion community here. We have designers, pattern makers, factories.
Micki: I knew a few people that were running ecommerce fashion brands and so I got advice really early on but there's also, the clothing if you think about it is one of the most emotional products that you interact with every day. When you get dressed in the morning your clothes, you know what you decide to put on, sort of dictates the kind of day you're going to have.
Micki: You know if you're going to have an important meeting you're going to put on something that makes you feel successful and confident. If you're going to chill out and play video games you're going to put on something more relaxed. It really depends, who do I want to be today? And your clothes are so important in that and when I realized that as I was sort of tossing around ideas, I thought about opening a gym, I thought about doing an app.
Micki: I thought about all these things and when I really thought about the things that I interact with on a daily basis with respect to my fitness practice, I kept coming back to the clothes. And I also did a lot of... I asked people, like which products are most important to you in your fitness practice?
Micki: And people always, always, always complained about their clothes. Especially plus-sized athletes. They can't find things that fit, there's no access to really premium fitness apparel for plus-sized athletes. And so like I didn't set out to do a fashion company but the further I went down the process of discovery the more I realized that was the thing that I needed to make.
Felix: And so you chose to also start with leggings specifically. Was there a reason behind that too?
Micki: Yeah, I asked which particular products are most important to your performance? So you can just throw on any regular t-shirt and still perform just as well but if your leggings are falling or drooping or rolling it distracts you from your movement practice and it makes you feel uncomfortable in your body.
Micki: If your clothes don't fit right your not going to feel right. And so leggings was initially the thing that people had the most complaints about. Leggings and sports bras and to be frank I started with leggings because they're easier.
Felix: That makes sense. When you decided to expand into other products, how did you decide what to go into next?
Micki: Well, again sports bras were the next thing everybody was complaining about. I realized we needed a top. We needed visually sets. We needed things... we needed to be able to take photos and share content of people in which they were wearing only our brand because what was happening was that we would create a bunch of content with people wearing our leggings, but we didn't have any tops or bras to complete the outfit and so they weren't all branded in our stuff.
Micki: So from a marketing perspective, we needed to make something on top. So we went to start a lighter medium impact sports bra so that we could create really cute fashionable matching sets. Which is something that again plus-sized athletes don't really have access to and so we started there, those sold really, really well.
Micki: Now that we're growing so much we have more resources, so I've hired a designer to help us so that we can put out products more frequently and so now we're going into, we're doing a warmup set. We're doing more performance tops and then we're keeping the leggings fit the same because it's perfect, but we're adding new prints and new styles, new looks so that people can have more options.
Felix: So I think you do a lot of these kinds of surveys this kind of feedback that you're getting. What are some of the important questions that you like to ask customers that have been the most useful and impactful for business decisions?
Micki: Definitely, which products are most important to your practice is a big one. So again I didn't want to start... We've done some sort of branded shirts, you know, logos and mottos and stuff, and they're okay, but it's just not what people really need. What they really need are leggings and sports bras, and so those are the things we started with. But it was important for us initially to also get this size chart right.
Micki: So sizing online is a huge challenge for clothing and especially what your selling is your confidence-inspiring fit. It's important for your size chart to be spot on right? So this is an area where we really, really listened to customer feedback so that in case something comes back from the factory, and it's running small, or it's running large, we want to be really, really specific about helping people order their correct size.
Micki: Because that's not a great experience when you're expecting something to fit amazing, and you're going to feel so confident and then you get it and then it's like too small or too big. So the size chart for us is big. And so our reviews ask that. Does it run small? Does it run big? And then we share that information back with the customer.
Felix: Well, what is the review system that you're using?
Micki: Right now we're using Loox IO, the Shopify app and the reason I went with that one is because the photos are really great and what we love about it is you can come to one of our product pages and we already use really diverse models so you can see people with different body types in our clothing but then on that same page you can see all these customer reviews and all their photos and so you can find someone that looks like you and be like, "Oh yeah that's how they're going to fit me." That's why we chose that one specifically.
Felix: Any other apps that you use to run the business?
Micki: Yeah. Loox I like a lot, they're also interesting because they integrate with the loyalty programs which I don't have installed yet but I want to. I mentioned with use MailChimp, we're moving away from them. I'm looking at Klaviyo at the moment. There's a little tiny app, hang on, let me find my, sorry I had notes for this question.
Micki: Oh yeah, there's a simple little widget that we use called Collection Filter. It's like the easiest little thing but without it, customers aren't able to search by size. So with Collection Filter customers for any product or any collection can scroll the dropdown and choose, like if you're a three XL you choose three X and it shows you all the products available in your size.
Micki: So that's a little simple one. Oh I also wanted to mention Shopify Experts, I can do a little bit of HTML, I can edit a blog but I am not a coder and I don't have one on staff. So if you need some customization done to your site or to your theme or even to an app that you've installed, Shopify Experts are amazing.
Micki: I hired a developer through Shopify Experts who has now been working for me for over two years and has changed my life. He's fast, he's easy so I highly, highly recommend Shopify Experts. And then finally I'm working with Admixed, they're my Facebook and Instagram ad platform and they post... You can find them through the Shopify app store.
Micki: They do all of our ads and all of our Facebook retargeting and this is like a huge, huge, huge, like a third of my business is from them. And they still do work with smaller brands. Most of their brands are much bigger than me but I can't recommend them enough. Again they're called Admixed.
Felix: Got it. Yeah, we'll link to all of those suggestions, appreciate that. So when you have your store, you mentioned there are customizations that you've been able to hire someone from the Shopify Experts directory for. Can you give us some examples of changes that you've made on the site either through a developer or through yourself that have had a big impact on the business?
Micki: Yeah. Again because I have this sort of internet background I think a lot about the website and how customers interact with it and their sort of journey through our brand on the website. I use Greg is his name, my Shopify Expert, so my theme has an option to, like the homepage has a really robust content system where you can add video, reviews, or you can just pull products, collections where you can pull in all these modules essentially from your site to create a really interactive robust webpage.
Micki: Your only supposed to be able to do that on the homepage but I like to have a lot of my pages this way. And in order to create more of them you need to dig into the code. So he's constantly making those pages for me especially because they'll have a tendency to slow down the site if you make too many of them and you do it incorrectly. And then the other thing we sort of manufactured ourselves was the body-positive fitness finder. And we used and app called, I think it's Store Locator to create that.
Micki: So if you go to Superfithero.com/bodypositive you can see we've created this map where you can locate trainers near you. And we used an app called Store Locator. So originally this app is made for brands that have offline locations so that people can find a store near them but we just repurposed it to find the trainers that we're partnered with. And again, Greg created this page for us where he combined the Store Finder with just essentially a blog underneath it that we use to categorize all the trainers that you can easily search based on activity.
Felix: You mentioned that the body fitness finder was a way for you to match your existing customers with the... Or non-customers can check it out too, with the trainers or your influencers. Tell us about that. What was your influencer strategy? How did you connect with all of these trainers? Partners?
Micki: Well, we decided that it made more sense for us to focus on people in the space that are really, really specifically, like share our ethos. That was more important to us than follower count. So a lot of these trainers only have 300 followers, like we're not really making a choice based on how big they are, instead, we're just trying to get everyone who's telling this story we want them to be a part of our community.
Micki: So from the beginning that's been our process. We've tried a lot of things with influencers. You know we send free product out, we try to get reviews, we still do some of that but we found that a lot of the more fashion-oriented influencers, we weren't getting the same response as the people that are really, really focused on body-positive fitness specifically. Like it just as a brand it made more sense to partner with people that were a better fit with respect to messaging than just because they have a bunch of followers.
Micki: And so that's sort of what sent us down this path initially and you know a lot of the bigger brands, they'll do this, you know the yoga brands will sponsor yoga teachers where it just essentially means yoga teachers get a discount on their stuff because obviously, you want the teacher in front of the class to be wearing your brand right? So that's not a new idea but we're just focused on a very specific type of trainer.
Felix: Makes sense. Awesome, so SuperfitHero.com is their website. I'll leave you with this last question. What was the biggest lesson that you learned last year that you are applying for this year?
Micki: Oh, it's all about putting products out more frequently. Like 100%. When I put new stuff out we make money. When we don't, we don't. It really is, you know you hear the whole thing about 80% of your revenue comes from 20% of your customers is totally, totally true. And in order to enable that you have to keep putting out new products for those 20% to keep supporting you.
Felix: Yeah, that's super insightful so what are you doing to speed up the process of product development and launching new products?
Micki: Well, I'm trying to get on a schedule now where we're putting out something new every six weeks. So I've hired a designer to help us do that. I'm basically a one-woman show, I have one full-time employee and a bunch of contractors, and so it was important for me to hire someone in that role so that just to make sure it's getting the attention it needs so that we can move as fast as we can. So yeah I hired a designer who's working directly with our factory to get stuff out more frequently.
Felix: Awesome makes sense and lots of new things to look out for. All right, SuperfitHero.com. Again thank you so much for your time Micki.
Micki: Oh thank you this has been a really fun conversation.


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NYTimes Hits Police 'Missteps' in Trayvon Martin Case, Played Own Race Games With 'White Hispanic' Zimmerman
The New York Times' Serge Kovaleski reported from Sanford, Fla. on the many "missteps" in the police investigation into the fatal shooting of black youth Treyvon Martin by George Zimmerman: "In Martin Case, Police Missteps Add to Challenges to Find Truth." Of course, the Times and the rest of the media have made plenty of their own mistakes in covering the volatile case.
Kovaleski's front-page story Thursday glided over a scrap of data pointing toward vindication for Zimmerman: "...One witness, though, provided information to the police that corroborated Mr. Zimmerman's account of the struggle, according to a law enforcement official."
The paper ignored other more direct news pointing in that direction. Blogger Tom Maguire cited ABC News to accuse the Times of omission: "The NY Times can't quite bring itself to report on the latest news in the Zimmerman case -- Zimmerman's medical file shows he was banged up and Martin's autopsy showed bloody knuckles -- so they hand the mike to the Ben Crump, the Martin family attorney, and rehash every possible mistake made by the Sanford PD."
The Sanford police aren't the only ones guilty of "missteps" in the Zimmerman case. NBC's misconduct in editing the 911 tapes to portray Zimmerman as racist is well known. And National Review's Jonah Goldberg used the Times' lead story on the relative decline of white births in the U.S. to recall the Times' own ethnic gamesmanship on Zimmerman.
Goldberg wrote Thursday morning:
We are going to hear a lot about this in the days to come. Non-Hispanic white births now account for less than fifty percent of all births. One point that is already going by the wayside: More than half of all U.S. Hispanics are...white. Funny how the New York Times only has use for the term "white Hispanic" when it comes to George Zimmerman (and I'm not even sure Zimmerman actually fits the designation).
Indeed the Times referred to Zimmerman as a "white Hispanic" in several late-March articles, after the February 26 shooting became a national issue. Goldberg's March 27 Los Angeles Times op-ed noted that under that standard President Obama should be called a "white African-American."
And media critic Bernard Goldberg said on FOX News: "The New York Times, in almost a caricature of a liberal media, refers to George Zimmerman as a 'white Hispanic.' I guarantee you that if George Zimmerman did something good -- if he finished first in his high school graduating class when he was younger -- they wouldn't refer to him as a white Hispanic, he'd just be a Hispanic....He's only a 'white Hispanic' because they need the word 'white' to further the story line, which is, White, probably racist vigilante shoots an unarmed black kid."
Washington Post blogger Eric Wemple also found the paper's formulation odd at the time, noting the term rarely appeared in the paper before the Zimmerman case. Times' standards editor Phil Corbett acknowledged the term's awkwardness when asked, but strongly denied any agenda-pushing.
The description has mostly faded from the paper's pages. Yet Zimmerman was called a "white Hispanic man" on the paper's education site The Learning Network quite recently, on May 1.
And a caption attached to a bizarre March 27 online op-ed on the case by professor Robert Gooding-Williams, likely from a Times staffer, used a case from the slavery era to conflate Zimmerman with "white man": "The message from a Michigan judge: If a white man is pursuing a black man, don't interfere." Not even the author went that far, though he used torturous language to describe Zimmerman as "non-black": "In short, it appears that whites (or other non-blacks) may hunt down
blacks with immunity from arrest so long as they leave behind no clue
that they were not acting to defend themselves..."


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CAMBRIDGE, Mass. (AP) — Harvard University has fired a fencing coach over the sale of his home for nearly double its assessed value to a wealthy businessman whose teenage son was later admitted to the school and joined the team.
Athletic Director Bob Scalise said in an emailed statement Tuesday that head fencing coach Peter Brand has been fired for violating Harvard's conflict-of-interest policy.
The Boston Globe reported in April that Brand received nearly $1 million in 2016 for his suburban Boston three-bedroom house, which was assessed at the time at about $550,000.
The buyer, Jie Zhao, never lived in the home and sold it at a steep loss 17 months later. Both men deny wrongdoing.
Brand's lawyer, Douglas Brooks, called Brand's termination "unfair, unwarranted, and an egregious disservice to a loyal employee." Brooks says Brand is considering his legal options.


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It's not quite February yet, but we've already got all the heart eyes for what is in store for next month. We have a jam-packed schedule filled with fun ahead! From birthdays to our home team playing in the Super Bowl to winter travel plans, we won't have a moment to slow down once.
So in a rare moment of planning way ahead, I am already on the ball for all things Valentine's Day. A few weeks ago I sat down to order some birthday party things for Cute and B.C. While browsing online, I noticed some adorable Valentines available - particularly in the candy-free section. Due to a few allergies in The Cutes classrooms this was the route I wanted to go.
I grabbed The Cutes and asked them if they liked any of the cards that they saw for their friends. I was a little nervous knowing that Elsa and Captain America currently dominate our house, but they each quickly found something they loved.
Cute immediately pointed out that he wanted these Mason Jar Bug Eraser Valentines. I couldn't believe it. They were adorable and totally not thinking what he would choose, especially when I spotted ones with ninjas, army men, and dinosaurs. There was even a nose picking sharpener option that I thought he would gravitate towards (I kid you not). But no - he was all about the bug ones.
I asked why. His response was, "Because it has a spider and it's super cool. It will totally scare everyone!"
Ah, ever the romantic.
Little Cute had a much more opinionated approach to her valentine selection, which consisted of continuously arguing why would people not want to have a candy treat. Finally, after much debate, we landed on something just as darling.
Everything arrived quickly, and much to my excitement the valentines all arrived already pieced together! In year's past I've done everything from creating my own to purchasing the kits from the store, but this by far was the easiest option to date. No glueing, crafting, tying - or really any effort on my part at all - I'm in!
The cute little sayings on each of the four options are darling and I love that we can just flip it over to personalize - so easy!
L.C. ended up choosing these fun Silly Straw Valentines...
They are perfect for her little age group, and I like that they can have fun with them beyond just Valentine's Day.
And - just like Cute's bug ones - these came fully assembled as well.
If only everything in life were so easy!
I can't wait for The Cutes to share their little valentines with their classmates and friends, and I am beyond relived to have this adorable task already off my list!
**These products were received as part of the Oriental Trading blogger ambassador program. All thoughts and awesome opinions are our own.


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There are certain times in your life that you just look at your wife and realize you are the luckiest guy in the world. For me, the added bonus is that my beautiful bride makes THE BEST Sugar Cookies. They are rich, savory, sweet, soft, and the stuff dreams are made of. If you do not believe me, take a look at how simple this recipe is.
Sugar Cookies
- 1 Cup Butter Room Temp
- 2 Large Eggs
- 3 Cups Flour
- 1/2 Teaspoon Baking Soda
- 1 Teaspoon Vanilla Extract
- 1 Cup White Sugar
- 1/2 Teaspoon Baking Powder
- 1/4 Teaspoon Salt
- Preheat the oven to 350 degrees F.
- Mix all the wet ingredients (butter, eggs, Vanilla Extract) and Sugar.
- Slowly add in the dry ingredients until you get a nice uniform dough mix.
- Using a kitchen spoon, make 1.5" balls and place them evenly spaced on a greased cookie sheet. Bake for about 8 minutes until golden brown. Let cool on a cookie rack. Top with your favorite frosting.
- Remember Sprinkles are for winners.
Recipe Name
Sugar Cookies
Author Name
Amanda Hartill
Published On
Preparation Time
Cook Time
Total Time


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Vantec Solutions is a technology company based in Vancouver, Canada. We provide innovative software applications that facilitate and automate the drafting, analysis and design work of engineers and architects. We develop off-the-shelf and customized applications to be used within common software products, such as AutoCAD® Civil 3D®, ETABS® and SAP2000®.
In addition to programming experience, we have a solid background in different engineering fields. Therefore, we understand the needs and challenges that architects and consulting engineers face and we aim to develop apps that will streamline their work.
Check our apps or let us know if you any specific needs in the Contact Us section.


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From Oracle FAQ
Oracle Reports is a tool for developing reports against data stored in an Oracle Database. Oracle Reports is a powerful tool, but can be difficult to use (reports should be developed by Developers). If end-users require direct reporting facilities, look at Discoverer instead.
Oracle Reports consists of two software components:
- Oracle Reports Developer (part of the Oracle Developer Suite)
- Oracle Reports Server (runtime environment - part of the Oracle Application Server).
Output formats[edit]
The reports can be delivered directly to a printer or in one of the following formats:
Version History[edit]
The major versions of Oracle Reports are:
Reports 6i[edit]
Reports 9i[edit]
Reports 10g[edit]
Reports 11g[edit]
The current release of Oracle Reports.
Also see[edit]
- Reports FAQ - Frequently asked questions


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"The cause of religion underwent a gracious revival in 1773, principally through the instrumentality of Mr Thomas Taylor, who at that time was stationed in the Bradford circuit; together with Mr William Barker and Mr Thomas Tennant. The congregation at the old preaching-house continued to suffer little change, till the labours of these excellent men removed a measure of the odium which heretofore had rested upon the people; in fact, Mr Taylor was the first man who attracted a regular and numerous congregation. The whole society was renovated, a fresh impulse was given, and the body discovered blessed symptoms of life and animation. The small preaching house was soon filled with attentive hearers, and awakenings and conversions followed. The preaching of Mr.Wesley's assistants began to be prized, and such was the zest and appetite of the people for the ministry, that they frequently went in company to Elland, where service was held at eight o'clock in the morning; the severity of winter did not prevent them, and not unfrequently did they hold a prayer meeting in the neighbourhood of Exley, at the hour of six, prior to the service at Elland. They would then attend the church at eleven, frequently proceed from thence to the preaching-house where a sermon was delivered in the interval of church hours. After that, they heard the afternoon lecture at the Parish church, and being attached to the Methodist minister would sometimes follow him into Bradshaw, where service was performed in the evening. No wonder, when the people thus laid themselves out, that the work of the Lord revived. Miserable, indeed, must be the state of that society, where the conversion of sinners is a work sacred only to the Christian ministry. It was not so with the Methodists at Halifax! Perfectly convinced that the exercise of one talent will prove as efficacious, in its degree, as that of five, they determined, at least, to be "hewers of wood, and drawers of water." "Come with us, and we will do you good" was the invitation of each to his neighbour, and the chapel was now often filled to an overflow."
'History of Wesleyan Methodism in Halifax and its vicinity, by J U Walker, pages 133-4.
I do not know where the meetings were.


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In the book of Isaiah, we see a glimpse into God's heart for the broken. In Isaiah 66:2 (NIV) God says, "This is the one I esteem: he who is humble and contrite in spirit, and trembles at my word."
But we have a problem.
By nature, we all are the opposite of the one whom He esteems. We are all unbroken. We are as solid as the hardest substance you can find—unbending, self-centered, self-ambitious and never wanting to give in. We are part of a world in which we are told, either directly or indirectly, "Fight for your rights! Be your own person! What matters is success, ability, personality, position, being important and first class in everything."This is ingrained in us.
I remember some years ago a man applied to join GFA's home staff. He was a computer expert, a brilliant man whose ability and talent would help the ministry in a significant way.
As he was getting ready to soon join us, he called our current office manager to ask a question that was very important to him. He explained how he was leaving an incredibly important position at his current job and went on to say, "My friends are asking me what my new position is going to be. I was wondering if you could tell me so that I can put it on my new business cards to let everyone know."
We were taken back by his request. Not that business cards and titles are a bad thing—they are not. It was the seeking of great status and an honored title that jolted us.
I have never forgotten that day. As the office manager and I spoke, we both understood the answer we must give in reply. I said, "I don't think we can offer him anything. If he is willing to come and clean the toilets, be a nobody, he may come. But since he already is demanding a position and looking for a great title, it would be best if he stays where he is. Please tell him not to come."
This situation reminds me of something A.W. Tozer said: "It is doubtful whether God can bless a man greatly until He has hurt him deeply."1
You see, in the work the Lord does in our lives, salvation is just the beginning; the majority of the work remains—the work of the cross. Through the cross, God is continually trying to break us of our own hard self. In the measure in which we can be broken, in the same measure we shall experience the resurrection life and the rivers of living water that flow without hindrance.
How can we tell if we are broken or unbroken? When we have embraced the work of the cross, our lives will reflect the beauty of our Savior. But when we are still unbroken, our lives look very different.
I want to present some questions, which hopefully will shed some light on your heart so you may see what condition it is in.
Do you focus on the failures of others? Are you quick to blame people when things have gone wrong? Do you become defensive when someone criticizes you, the work you did or the things you've said? When we are unbroken, we tend to have a self-protective spirit, regarding our own lives as precious— are you like this, protective of your time, your rights and your reputation?
Do you compare yourself to others and feel deserving of honor? Are you driven to be recognized and strive to do things—even spiritually—to find appreciation from others? Are you easily wounded when others are promoted and you are overlooked?
Because of unbrokenness, we can find it very difficult to share our real spiritual need with others. Do you make certain that no one finds out about your sin?
Unbrokenness can often make us blind to our own true heart condition, thinking we have no need of repentance. Do you have a hard time saying, "I was wrong. Would you forgive me?"
Some time ago I received a telephone call from one of our leaders in India. A highly intelligent, well-educated man, whom I know quite well, was thinking about coming to work with us. The leadership wanted to know what I thought about it.
As I spoke with them over the phone I said, "First, he would be one of the greatest assets we can have as far as his ability is concerned. You couldn't find a more gifted individual; he has incredible abilities. As a communicator the man is superb."
"But second," I said, "it would be very dangerous for our movement if he came. The man is not broken. He is so self-sufficient, so sure of himself, so strong. You can be sure he will fight and win every argument with his determination to always be right. Even if he gives us money to let him work with us, I wouldn't have him. I would not have him because what he produces would be hard, unbroken people. We want broken people. God is looking for humble people, not able people. He resides with the lowly of heart."
In fact, this is exactly what Isaiah 57:15 says: "For thus says the High and Lofty One who inhabits eternity, whose name is Holy: 'I dwell in the high and holy place, with him who has a contrite and humble spirit, to revive the spirit of the humble, and to revive the heart of the contrite ones.'"
Take a moment and ask the Lord to show you areas of your life that remain unbroken. Are you willing to humble yourself and surrender these areas so that He may do His work in your heart?
© 2004 by KP Yohannan, the president and founder of Gospel for Asia. It was written with the intention of encouraging and edifying the Body of Christ. To learn more about Gospel for Asia or to receive additional free resources, visit Gospel for Asia's website.
Click here, to read more articles about GFA Books, or visit Patheos.
Go here to know more about Gospel for Asia: GFA| Facebook | Youtube | Twitter


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The discount is given by the driver off the meter rate. Tell your driver you read about the discount on the website.
Cancellation Policy for prepaid trips:


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Agriculture and Food Production Contribute Up to 29 Percent of Global Greenhouse Gas Emissions According to Comprehensive Research Papers
COPENHAGEN (31 October, 2012)—Feeding the world releases up to 17,000 megatonnes of carbon dioxide into the atmosphere annually, according to a new analysis released today by the CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS). But while the emissions "footprint" of food production needs to be reduced, a companion policy brief by CCAFS lays out how climate change will require a complete recalibration of where specific crops are grown and livestock are raised.
Together, Climate Change and Food Systems (published in the 2012 Annual Review of Environment and Resources) and Recalibrating Food Production in the Developing World: Global Warming Will Change More Than Just the Climate (published by CCAFS), shed new light on the intertwining evolutions of climate change and the world's food system and their potential impact on humanity's relationship with food.
"Climate Change mitigation and adaptation are critical priorities. Farmers around the world, especially smallholder farmers in developing countries, need access to the latest science, more resources and advanced technology. This research serves as an urgent call for negotiators at the upcoming United Nations Framework Convention on Climate Change (UNFCCC) in Doha," said Bruce Campbell, CCAFS's program director.
"We are coming to terms with the fact that agriculture is a critical player in climate change. Not only are emissions from agriculture much larger than previously estimated, but with weather records being set every month as regional climates adjust and reset, there is an urgent need for research that helps smallholder farmers adapt to the new normal." said Frank Rijsberman, the CEO of the CGIAR Consortium.
While previous studies have looked at the contribution of agriculture to emissions, Climate Change and Food Systems assesses the entire food system's emissions "footprint"—in total somewhere between a fifth and third of the greenhouse gases emitted by people on this planet. This figure accounts for every aspect of food production and distribution—including growing crops and raising livestock, manufacturing fertilizer, and storing, transporting and refrigerating food. Agriculture accounts for around 80 percent of these emissions, but the combined contribution of transport, refrigeration, consumer practices and waste management is growing.
"The food-related emissions and, conversely, the impacts of climate change on agriculture and the food system, will profoundly alter the way we grow and produce food. This will affect different parts of the world in radically different ways, but all regions will have to change their current approach to what they grow and eat," said Sonja Vermeulen, the head of research at CCAFS and the lead author of Climate Change and Food Security.
Determining what crops grow in which places
Yields of the three biggest crops in terms of calories provided—maize, rice and wheat—will decrease in many developing countries as temperatures rise and rainfall becomes more unpredictable, according to Recalibrating Food Production in the Developing World. The analysis, which studies the potential effects of climate change on 22 of the world's most important commodities, highlights the impending transformations of the agricultural landscape.
By 2050, climate change could cause irrigated wheat yields in developing countries to fall by 13 percent. Irrigated rice is these same countries could tumble 15 percent. In Africa, many farmers of maize, which is not that well suited to increased temperatures, could lose 10 to 20 percent of their yields.
Additional calorie and protein sources will also suffer in many places. The cost of feeding livestock with maize and grain will become more expensive. And the availability of fish—which are particularly susceptible to higher temperatures and higher ocean salinity—will become increasingly constrained.
Vegetable sources of protein will not fare much better. Soybeans have great difficulty withstanding higher temperatures. Even heartier crops, such as millet, lentils and cowpea—"the poor man's meat"—can wither under too much heat stress.
Higher temperatures and unpredictable rainfall impact more than just crop yields. These changes also alter the underlying ecosystems that support agriculture. Freshwater resources, already strained is several regions across the globe, will become even less reliable as rain becomes less predictable.
"Ecosystem changes due to climate change may spawn shifts in the intensity of pests and diseases, including potato blight and beetles, that will further limit food production. Indeed, even if crops could withstand increased temperatures and decreased rainfall, their yields could drop because of these scourges," said Philip Thornton, the author of Recalibrating Food Production and a theme leader at CCAFS.
Climate impacts beyond the farm
The impact of climate change also hits before and after harvest. Every step of the food chain—from the seed to the farm to the cooking pot—is at risk. Increased temperatures and flooding, which exacerbate challenges to food storage and distribution, may cause more outbreaks of food-borne illnesses. This spread of diarrheal diseases, which already kill 1.9 million people a year, and livestock-related diseases, which include zoonoses, infectious diseases transmitted from livestock and other animals to humans, will hit the poor in low-income countries hardest.
"So far, the climate change discussion has focused on the need to reduce emissions and sustainably boost crop yields, but it is crucial also to include food safety in our foresight and planning," said Vermeulen.
As farmers and food producers adapt and recalibrate their responses to climate change and its many challenges, the culture of food and what is eaten will need to adjust or change completely as different crops are raised to compensate for new growing conditions.
"The problems that climate change produces in the fields will be tackled in industrialized countries. It is the smallholder farmers in Africa and South Asia and the urban poor who spend too much of their wages on food; these are the people who will have less to eat in the near future unless we adapt at a much faster pace," said Robert Zougmoré, CCAFS' regional program leader for West Africa.
The challenges laid out in these research papers—lowering the emissions footprint of food production and adapting food systems to changing climates—must be confronted as the world population grows to an estimated nine to ten billion people by 2050. Feeding this many new people—the equivalent of two additional Indias—will not only require substantial increases in production, but better access to a nutritious diet as well.
"The good news is that if farmers and food producers start to adapt now, they can stave off some of the dour food production and distribution scenarios laid out in this research. But they can't face these complex, interrelated problems, which vary from crop to crop and region to region, alone. They need support from the highest levels," Thornton said.
Key documents
Vermeulen SJ, Campbell BM, Ingram JSI. 2012. Climate Change and Food Systems. Annual Review of Environment and Resources. 37(195-222). DOI: 10.1146/annurev-environ-020411-130608. Complementary one-time access link to the article
Thornton P. 2012. Recalibrating Food Production in the Developing World: Global Warming Will Change More Than Just the Climate. CCAFS Policy Brief no. 6. CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS).
- Thornton P and Cramer L, eds. 2012. Impacts of climate change on the agricultural and aquatic systems and natural resources within the CGIAR's mandate. CCAFS Working Paper 23. Copenhagen, Denmark: CCAFS.


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(Latin: adjective suffix signifying action or being; performing a particular acion)
Abducent muscles refer to the movements of one part of the body away from another section.
The abducent nerve originates in the pons, or part of the brain stem, and emerges from the brain immediately below it, then, from this point, it extends through the skull, eventually entering the back of the eye socket through a space between the skull bones.
Ronald's sister had an abhorrent dislike of insects and other "creepy things" which helped to determine the direction of her scientific studies.
2. Pertaining to an occurrence that is incompatible with or conflicting with something: The abhorrent violence at the start of the film was so disgusting and loathsome that the couple got up and walked out.3. Abominable, repugnant, or despicable: The man committed an abhorrent crime when he killed his wife.
4. Unacceptable or regarding a strong dislike: The thought of not being successful with his performance at the tennis match was abhorrent to the player.
The spelling of abhorrent shows that it is related to "horror". It means "feeling horror", when it is used with "of": Niki was so abhorrent of snakes that she would almost faint if she simply saw one.
When abhorrent is used with "to", it is expressed as: Crystal's casual disregard for the truth was abhorrent to her father's moral values.
When abhorrent means "creating horror, detestable", then it is written as: The sight of the abhorrent bleeding and injuries particularly upset Latricia when she saw those who were so terribly hurt in the car accident.
Go to this Word A Day Revisited Index
so you can see more of Mickey Bach's cartoons.
There are usually several different abluents available in supermarkets that are used to clean all kinds of things in one's home.
2. An agent that causes the soaking up or the taking in of liquids by solids: Adding the right kind of absorbefacient to the spill on the garage floor made it easier to clean up the mess.
2. Pronunciation, enunciation, or modulation of speech: The famous movie actor speaks with a French accent.
3. A hint, a touch, a detail: The room was painted white with just a slightly green accent.
The ascent to the top of the mountain was difficult for Jared, Adrian, and Javier.
2. Incline, slope: The road made a sharp ascent to the top of the hill.3. Advancement, progress: Marie's parents were amazed about her ascent from being a secretary to becoming president of the company in just five years.
Romeo was willing to assent to Juliet's request that he come again.
With the assent of the board of directors, the new board room was painted green with an accent or two of white highlighting the ascent of the ceiling to the skylight in the center.
A three-car accident tied up the highway traffic for five hours.
2. In law, a situation resulting in injury that is in no way the fault of the injured person for which compensation or indemnity is legally sought: The lawyer explained that the accident involving her client was not his fault and he should not be charged by the police.3. Any event that happens unexpectedly, without a deliberate plan or reason: Tamika met her best friend purely by accident when she was shopping at the Farmers' Market.
4. By chance; fortune; luck: Sam arrived just in time for a meeting by accident because he didn't know when it was supposed to start.
5. A fortuitous circumstance, quality, or characteristic: It was a fortuitous accident that the house that Jake bought was on the north side of the street so his children could go to the school just across the park.
6. Etymology: "an occurrence, an incident, or an event"; from Old French accident (12th century), from Latin accidentem, accidens, accidere, "to happen, to fall out, to fall upon"; from ad-, "to" + cadere, "to fall".
Fred's cat was having a more accumbent rest on the rug in front of the fireplace.
2. In botany, lying or leaning against something; such as, cotyledons or embryonic leaves in seed-bearing plants: The botanist was studying the growth patterns of accumbent seedlings of various cotyledons.2. The act of achieving; attainment or accomplishment.
3. In heraldry, the full display of the armorial bearings (bearing a coat or coats of arms) of an individual or corporation.
2. Concerning a person who is slightly sour; peevish: On hearing the news about her brother's engagement, June's face took on an anxious and acidulent expression.
2. Etymology: from Latin acquiescere, "to remain at rest" or "to become quiet".


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Shrimp eyes make better DVD players according to an article in ABC News in Science, 26 October 2009.
Researchers studying the eyes of an Australian crustacean have found that its eyes process light in a more complex way than any man-made DVD or CD player. The shrimps' eyes are able to convert linear polarised light into circular polarised light, which is detected by special photo-receptors (light sensitive cells) known as R8 cells and converted to signals that are sent to the animal's brain. The shrimps have a carapace that reflects circularly polarised light and it is thought that they use it to signal to one another.
Marine biologist Professor Justin Marshall of the University of Queensland, one of the researchers, commented: "They're talking to each other with a secret light channel." Marshall explained that the shrimp eyes work like a quarter wave retarder in the DVD player. However, the shrimp eyes can do this across the spectrum of colours, whereas man-made devices can only do it for one colour.
Nicholas Roberts of the University of Bristol in the UK, lead researcher in the study, said that studying the shrimp's R8 cells "could help us make better optical devices in the future using liquid crystals that have been chemically engineered to mimic the properties of the cells in the shrimp's eye."
Editorial Comment: How can we not say it again – if this discovery does help chemical engineers to make better optical devices it will be because a lot of creative intelligence was involved. No-one believes DVD players could produce and interpret circularly polarised light by chance random processes. It is just as absurd to believe that the shrimp's eyes and brain developed this ability.
The fact that the shrimps use circularly polarised light for signalling also reminds us that nothing in the living world works in isolation. For such light to be an effective communication medium, shrimps must first possess a reflective carapace, as well as the eyes to see it plus a brain with an inbuilt data recognition program to interpret it. Until all these are in place there can be no inter-shrimp communication.
The evolutionists not only have to explain how each of these components came into being without plan and purpose, but also how they came into being together, since the components on their own are no use and have no survival value.
Evidence News 17 February 2010
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text: Firefly Car Hire Guide to SpainTo make the most of your holiday to Spain, you really need to hire a car. Spain is one of the largest countries in the EU and many of its most interesting attractions aren't based in the cities. Car Hire in Spain – Benefits Whether you want to take in sights of Spain's capital, Madrid, watch a match at FC Barcelona's Nou Camp, explore the Enchanted City in Castilla la Mancha, lay on the beach in Alicante or watch Formula One cars race through the streets of Valencia, you really need to hire a car. Although Spanish cities like Madrid, Seville and Barcelona have plenty to offer, hiring a car will allow you to explore the surrounding areas properly. If you hire a car when you're in Spain, you can use one of the cities as a base and visit local World Heritage Sites, beaches and national parks. You can also take full advantage of your Spanish hire car by breaking up your holiday and staying in different locations, or exploring Spain on a driving tour. You can even use your Spanish hire car to visit Portugal's capital, Lisbon, for a few days. Hiring a car means that you can plan trips without being restricted by public transport timetables. Car Hire in Spain – Holiday Hotspots There are many places to see in Spain, so work out where you want to go, think about what you want out of your holiday. Do you want to shop? If so, the city centres of Barcelona, Seville and Madrid offer some of the best in designer stores and local boutiques selling unique creations. If you want to work on your tan, visit Alicante or Valencia where wide, golden, sandy beaches are in abundance. Spain also has many ski resorts in the Pyrenees and the La Rioja regions if skiing or snowboarding is your thing. Once you've decided what you want out of your holiday, you'll find that it's much easier to get around if you rent a car. You can base yourself in one place and then go wherever you want, whenever you want. To help you to plan your trip to Spain, we've produced guides to some of the most popular destinations, together with details of some of the attractions that you can visit when you hire a car. Click on the links for more information: Car Hire in Spain – Hints and Tips Here are some hints and tips on driving a hire car in Spain:


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SPENCER BROWNSTONE GALLERY new york
FRED EERDEKENS (*1950 Hasselt, BE)
he is perhaps most well known for his shadow text work in copper and aluminum. these quiet and poetic installations combine a viruosic use of materials with simplicity that both subverts and elevates language. beyond just the simple metal phrases and sentences, Eerdekends has worked with such diverse mundane materials as discarded clothing and artificial trees, transformed by the simple application of light. by utilizing the physical nature of his medium, he creates art that blurs the line between reality and perception. his installations have been shown extensively at museums and galleries worldwide, and is featured in major collections such as MUHKA Antwerp / SMAK Brussels / Museo d'Arte Moderno Bolzano and FRAC Languedoc-Rousillon, among others. as well, he has completed a number of large, site specific installations, for important public and private spaces.


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Positive solutions for super-sublinear indefinite problems: high multiplicity results via coincidence degree. Trans. Amer. Math. Soc. [Internet]. 2018 . Available from: http://urania.sissa.it/xmlui/handle/1963/35264
. Positive subharmonic solutions to nonlinear ODEs with indefinite weight. Communications in Contemporary Mathematics [Internet]. 2018 ;20:1750021. Available from: https://doi.org/10.1142/S0219199717500213
. An application of coincidence degree theory to cyclic feedback type systems associated with nonlinear differential operators. Topol. Methods Nonlinear Anal. [Internet]. 2017 ;50:683–726. Available from: https://doi.org/10.12775/TMNA.2017.038
. Multiple positive solutions of a sturm-liouville boundary value problem with conflicting nonlinearities. Communications on Pure & Applied Analysis [Internet]. 2017 ;16:1083. Available from: http://aimsciences.org//article/id/1163b042-0c64-4597-b25c-3494b268e5a1
. Multiplicity of positive periodic solutions in the superlinear indefinite case via coincidence degree. Journal of Differential Equations [Internet]. 2017 ;262:4255 - 4291. Available from: http://www.sciencedirect.com/science/article/pii/S0022039617300219
. A note on a fixed point theorem on topological cylinders. Ann. Mat. Pura Appl. [Internet]. 2017 . Available from: http://urania.sissa.it/xmlui/handle/1963/35263
. Pairs of positive periodic solutions of nonlinear ODEs with indefinite weight: a topological degree approach for the super-sublinear case. Proc. Roy. Soc. Edinburgh Sect. A 146 (2016), 449–474. [Internet]. 2016 . Available from: http://urania.sissa.it/xmlui/handle/1963/35262
. . Existence of positive solutions in the superlinear case via coincidence degree: the Neumann and the periodic boundary value problems. Adv. Differential Equations 20 (2015), 937–982. [Internet]. 2015 . Available from: http://projecteuclid.org/euclid.ade/1435064518
. Existence of positive solutions of a superlinear boundary value problem with indefinite weight. Conference Publications [Internet]. 2015 ;2015:436. Available from: http://aimsciences.org//article/id/b3c1c765-e8f5-416e-8130-05cc48478026
. Multiple positive solutions for a superlinear problem: a topological approach. J. Differential Equations 259 (2015), 925–963. [Internet]. 2015 . Available from: http://urania.sissa.it/xmlui/handle/1963/35147


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At least I got this cleaned up this weekend |
Saturday was odd. I think that is the best way to put things. I was supposed to go and attend a a funeral, and got some vague information on where to go. Drove over an hour, searched, and didn't find anyone around, so I drove back home. There are extenuating circumstances surrounding this that I won't delve into here, but I only bring it up as it set the tone for a very "off kilter" day.
Basically, the only thing I got done all day was driving for two and a half hours through the beautiful Iowa countryside, cleaning one of my fat bikes up, and plotting the opening 53 miles for the next Trans Iowa event. That and no bicycle ride, with the exception of tooling around on the titanium Mukluk to make sure it is a go when the weather turns later on. Oh yeah, I swapped out the seat post, handle bars, and stem. Both the bars and stem are carbon, and the stem is pretty much a wash, just different. A lighter set up, and eventually I would like to tackle the wheels. Getting those tubeless and lighter will just about hone this rig to its highest potential.
Sunday I just felt in a funk. So I ended up taking a nap for a bit and just hanging out with the family, grocery shopping with Mrs. Guitar Ted, and sitting with the kids a bit on their last day of Summer vacation. So, yeah......a pretty ho-hum weekend in terms of adventure!
Gaffer's Tape to the rescue! |
After I posted my disappointments regarding the Olympus Tough TG-3 I have, (seen HERE), I had a nice e-mail exchange with my pro camera buddy, Wally. He informed me that the wear issues were par for the course. He also stated that camera companies are making some concessions to "fashion" over function, so a truly armored casing, which is deemed "ugly", I guess, isn't going to cut it in the marketplace at this price point. I think that's probably truth, but I also think that it is lame. I don't blame the camera companies, but more so our culture, that fashion trumps function in the case of a "tough" camera. Anyway..... It isn't just in terms of cameras. Just look at mountain bikes. We could go on and on......
So, anywho..... Wally suggested I use a "pro tip" and order up some gaffer's tape and put it on the highest wear spots, just like the pro photographers do. I checked in to the tape, and it is super cheap. I got two rolls, and I'll likely never go through it all, but hey! I got gaffer's tape and I can reapply it whenever I need to on the camera. You can see how I used it in the image to the left here.
So far it has worked great. I have bounced the camera around in my bags and it isn't peeling off the tape or causing any issues yet. Bonus- I taped shut the media door, which was the one most likely to pop open on its own, so that issue is gone as well.
The new view is that with gaffer's tape, which weighs next to nothing, I can protect my camera from most of the issues I was having and it now is back in my good graces. I still think it is super lame that a camera like this isn't a bit more functional and less fashionable, but so be it. Obviously, I chose a most obnoxious color to tape it up with in protest, so there! Take that you camera fashionistas!


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How are GoDaddy and Poynt connected?
Poynt and GoDaddy have joined forces, and Poynt is now part of the GoDaddy family! Poynt was founded as an open commerce platform to connect merchants, resellers, and developers with the hardware, software, tools, and services to grow their business without limits. Integrating Poynt with GoDaddy's commerce services expands the opportunities for small businesses to sell in-person and through online stores, marketplaces, and social networks all from one place.
As part of this process, GoDaddy and Poynt accounts are now connected. This means that Poynt customers are now also GoDaddy customers. Once you've linked or created your GoDaddy account, your log-in credentials are the same for GoDaddy and Poynt.
- If you're already a GoDaddy customer, you can link your existing GoDaddy account to your Poynt account.
- If you're new to GoDaddy, a GoDaddy account will be created for you when you log in to Poynt.
Find out more about this exciting union in the press releases from Poynt and GoDaddy.


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BB25 Sept 5 Live Feed Update w/ Maggie Morgan | Big Brother 25
Big Brother is back with their big milestone 25th season and we don't wanna miss a minute! Taran Armstrong (@ArmstrongTaran) is back once again to bring the listeners daily Live Feed Updates from inside the Big Brother 25 house! Every morning, greet the day with Rob Has A Podcast's resident robot and the Live Feed Correspondents at 11 am eastern/8am pacific to stay up to date on all the happenings from the past 24 hours.
Today, Taran is joined by Maggie Morgan to recap the live feeds from day 34 of Big Brother 25.
Have any questions for Taran? How are you feeling about this season so far? As always, head on over to Twitter to share all of your Big Brother-related thoughts with us by tagging @RobHasAPodcast and using the hashtags #RHAP and #BB25.
Subscribe to RHAP's Big Brother Feed NOW and stay locked on all summer. We've got daily Live Feed Updates with Taran, recaps after each and every episode, alumni interviews, exit interviews, roundtables, the Big Brother Stockwatch and MORE!
Still not enough content? Become a Patron of RHAP for bonus patron-exclusive podcasts, access to the greatest Reality TV community online, the Patron RHAPpy Hour call-in show with Rob, and much more.


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Acey Chance Winters
From WikiFur, the furry encyclopedia.
(Redirected from ACW Tiger)
This article does not cite its references or sources. You can help WikiFur by adding references. For specifics, check the edit history and talk page. Consult the Furry Book of Style for editing help. |
Acey Chance Winters, also known as Acey Chance Winterfox, ACW Tiger, Sleaze Roxx, Jakerz and Jakerz Inc (born 1985), is a furry.
In real life, Acey is a Caucasian male. He grew up in Ottawa, Kansas, USA, before moving to Tampa, Florida in June, 2005. As of September 1, 2009, Acey resides in Olathe, Kansas.
Acey likes photography as a hobby, and posts his images on various venues on the web. His online activities primarily involve posting to his Twitter, Facebook, and Fur Affinity accounts, and he has been seen in Second Life under the name AceyWinters.
Acey's fursona is a white Bengal tiger with wild red hair. He is usually seen wearing black clothing, or nothing at all.
External links[edit]
This person is a WikiFur user: |
- Acey Winters on Twitter
- Acey Winters on SoFurry
- Acey Winters on Inkbunny
- Acey Winters on Fur Affinity
This stub about a person could be expanded. |


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TWO OUT OF every five kids develop one or more cavity by the time they turn eleven. That makes dental caries the most common disease of childhood. The good news is that it's very preventable when parents prioritize their kids' dental health. We're here to help you do that for your children by identifying the main culprits of childhood tooth decay.
Oral Bacteria Love Sugar
As much as kids love sugary treats, harmful bacteria living on the surfaces of their teeth love them even more. Oral bacteria eat any sugar that remains stuck to the teeth and excrete acid as a waste product. It takes about thirty minutes for saliva to neutralize these acids, so if a child is constantly snacking on something sweet, they're giving their teeth a never-ending acid bath!
Parents can fight back by swapping some of those sugary snacks for options like sliced fruits and veggies or cheese. This isn't just healthier for their teeth, but for their whole bodies!
Bottles and Sippy Cups Versus Oral Health
Sugary snacks aren't the only problem; juice and soda are full of sugar and very acidic. Even milk isn't sugar-free. Sugary drinks are particularly dangerous to a child's oral health when they are able to sip on them over a long period of time, as that prevents their saliva from neutralizing the acid and washing away the sugar.
The risk of tooth decay from bottles and sippy cups is so high that it's earned a few scary nicknames like "baby bottle tooth decay" and "bottle rot." As with sugary snacks, we encourage parents to limit sugary drinks. We particularly recommend keeping them to mealtimes instead of letting your child carry them around in a bottle or sippy cup for hours. Water is a much better option for that.
Other Great Strategies for Parents
There are plenty of other ways to help your child keep their smile cavity-free aside from cutting back on sugar and limiting it to mealtimes. One is modeling good dental hygiene habits for them with your own brushing and flossing. Positive reinforcement and encouragement are also great, as is giving them an explanation about why brushing and flossing matter so much. You can also help make it fun for them by letting them choose a toothbrush they like.
One last tip is to avoid spreading oral bacteria by kissing on the mouth, sharing the same spoon, or cleaning off a dropped pacifier with your mouth. Any of these will introduce more types of bacteria into your child's mouth.
The Dentist Is the Number 1 Fan of Your Child's Smile!
Even when we do all the right things, kids are sometimes prone to dental health troubles for less controllable reasons like genetics or injuries. That's why it's so important to include the dentist when fighting for their cavity-free smile. Dentists have the training and experience to identify oral health problems early on and start fighting back.


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Related links
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On-line version ISSN 2309-9585
Print version ISSN 0259-0190
GODBY, Michael. Alfred Martin Duggan-Cronin's photographs for the Bantu tribes of South Africa (1928-1954): the construction of an ambiguous idyll. Kronos [online]. 2010, vol.36, n.1, pp.54-83. ISSN 2309-9585.
The collection of A.M. Duggan-Cronin photographs at the University of Cape Town has experienced mixed fortunes since it was acquired some seventy years ago, being displayed proudly at one moment and stowed away in embarrassment at the next, only to be exhibited again for some new purpose. This paper looks at the original context of Duggan-Cronin's The Bantu Tribes of South Africa in political, anthropological and aesthetic terms; and it examines the first volume on The Bavenda (1928) in some detail. The paper argues that Duggan-Cronin may be shown to have constructed his photographs of African subjects in certain ways apparently to create a specific image of Africa that had obvious political connotations. This primitivising image made a forceful contribution to the 'Native Question', which was the most important single issue of South African politics of the mid-twentieth century. However, given the openness of visual communication, on the one hand, and change in political circumstances, on the other, the Duggan-Cronin photographs show that, over time, the same image can serve apparently quite contradictory purposes.