The real potential is getting more volume out of existing...

The real potential is getting more volume out of existing customers, not expanding the base. Attracting 21-year-olds that argument's been made for 50 years, but racing has always been an activity that appeals to older people. You need two things disposable time and disposable income. It'll always be a specialized, somewhat eccentric activity that appeals to people who like the intellectual challenge of doping out the races.