22 Mar Episode #325: Jared Hanley, CEO, NatureQuant
Pete Moore: This is Pete Moore wanted to officially announce the release of Time To Win Again: 52 Takeaways From Team Sports To Ensure Your Business Succeess. I wrote this book over the last year. I think you’re going to love it. Good to great meets wears Waldo pick ’em up for your team. Time to win in 2022. Happy to come to your club, your studio, your company, and talk about ways we can optimize business and win going forward. Go halo.
Pete Moore: This is Pete Moore on HALO Talks NYC, I have the pleasure of bringing our nature expert, Jared Hanley coming in from nature quant. And we are going to learn about the benefits of being outdoors trends he’s seeing in the market and how you are going to make purchase decisions based on his data. So Jared, welcome to the show.
Jared Hanley: Thanks for having me, Pete.
Pete Moore: Awesome.
Pete Moore: So we kind of track you from you know, we, we use this term halo health, active lifestyle outdoors. So we got to prop up more of the O in our in our acronym here. So you are the guy that we have found and vice versa to tell us about, you know, what kind of quest you’ve been on here how this kind of turned into a business. And once you start off the given your personal background, so our audience knows you know, what kind of framework you come from.
Jared Hanley: Yeah, well, I, I guess professionally, my background’s largely around using technology to analyze finance. Spent a lot of time diving into, you know, data analytics, big data machine learning and applying it to, you know, the finance, but personally I’d always been quite passionate about the outdoors, you know, like a lot of us, I spent most of my time in front of a, a computer screen indoors all week and just found awesome benefits in getting outside. And then eventually stumbled upon this just large and growing body of scientific literature around why we feel so good when we get outside. It’s not just me. It’s, it’s pretty much broadly scientifically accepted at this point that we need to get outside on a regular basis. It, it, you know, it provides mental benefits, physical benefits, et cetera. And I wanted to apply kind of my skillset of, you know, understanding big data and machine learning to out the outdoors broadly, you know, nature to didn’t have any real big data being applied to at any number applied to a measurement of nature. And I thought there was a huge opportunity there.
Pete Moore: Got it. So, you know, when you started off on this on this journey, you know, obviously there’s, there’s a mountain of data, there’s a mountain of scientific information. There’s, you know, your own sense of, Hey here’s is what makes me feel good. So let me just figure out how to quantify that talk us through as an entrepreneur, how you kind of looked at the opportunity and then kind of, you know, bifurcated it, or like segmented into like, okay, here’s the business.
Jared Hanley: Yeah. Yeah. Well, I mean, the first thing we had to do was be able to quantify nature broadly. So we aggregated a ton of data sets basically any, any ability that would allow us to remotely sets what is on the ground, both, you know, human modifications and natural elements. And so we now have a data dictionary of like, well, over 30 ways that we approximate the quality and quantity of nature, and so far just for the us, but down to every 10 meters. So for example, I, you know, you could give me your home address. I could look at a radius around your house and, and pretty much understand what’s there, you know, building footprints, streets, tree, canopy, park, space, water even other like, you know, kind of more nebulous human modifications, like air quality, light pollution, noise pollution. And I get a, a pretty good sense of the environment in which you are existing at that given time.
Pete Moore: Is that something that, that somebody would buy, right? Like if I, if I had to be able to go on and say, okay, here’s my address, you know, on Manhattan beach and pay 10 bucks to find out if that’s good, bad, or maybe I, I should move when my lease is up. Is that, is that like, you know, something like a 20, 23 idea?
Jared Hanley: No, that’s out, actually you can go to our website nature, quant.com right now and throw your address in there and you’ll get a score.
Pete Moore: Oh, perfect. Okay. Now
Jared Hanley: What I want to point out is the next thing we did is, you know, knowing what nature is there is, is cool, but we actually want to of what are the impacts of those natural elements. And so the other thing we started doing is pulling in other data sets. So health outcomes by location, for example, is one of the big ones. And so then we can start saying, okay, do people that live in this type of environment have more or less cancer, heart disease, obesity. And this is, has been done by a lot of major universities over the last 30 years, but hadn’t been done using the big data and machine learning processes that we have. And we start started finding just amazing associations between the presence of certain natural elements and positive or negative health outcomes. And so the score you get when you go to our website, which is called a nature score is actually a score for the, the beneficial aspects of nature. So the, the nature that actually has repeatedly been associated or demonstrated a correlation with positive health outcomes.
Pete Moore: Very interesting. Yeah. So, you know, a as you take a look at some of these different variables obviously there’s, there’s a lot of algorithms going on in the background, but what are, what are some of the, like the top three to fives say, okay, you know, you’re probably in the right direction or, you know, these are like significant parts of the, the waiting,
Jared Hanley: You mean in terms of natural elements. Yeah. Yeah. So we get that question a lot. I will say live vegetation seems to be the most influential factor. And we look at that in a bunch of different ways, obviously like tree canopy is a big one, but even just like impervious versus non impervious surfaces. So we know how much grass there is or how many bushes. I mean, it’s, it’s amazing what we can pick up with computer vision now. So live vegetation is more important than say other natural spaces like a desert or even a beach, right. A beach is obviously a natural zone, but it’s really just sand and sand. Hasn’t seen to demonstrate the same kind of impact of, of live vegetation. Similar for water. Water seems to be tightly associated with positive mental states. So being around water is relaxing mentally, but it hasn’t shown connections to like longevity or reduction in asthma rates or improvement in air quality or urban heat islands or some of those other things that we track.
Pete Moore: Gotcha. So a, a big trend in the health club industry, and a lot of our listeners are in the, the bricks and mortar side of this business. They use COVID you know, do outdoor workouts to potentially get some shipping containers open those up and do, you know, live spin class or bootcamp in the container with the, the sides open in, in a field. Is there any, you know, data or kind of sets that you produce that you would be able to have a health club say, Hey, look, my nature quant score is X because we’re doing these other things around us. And I’m thinking out loud here, how we can, you know, start to rate, you know, some of the indoor and outdoor activities in our industry. Yeah.
Jared Hanley: Well, I mean, we do look at things like air quality, for example, you know, so obviously if you’re going to be exercising vigorously outside, it’s nice to be in a zone with, with high quality air, but it’s hard for you as a, you know, individual owner of a site, for example, to change your nature score materially, because we actually examine, you know, a radius about to ha half a kilometer around your site. So really being near parks or having trees in your neighborhood broadly are, is pretty influential. So even if you planted a tree in the front of your, your property, it’s going to be rate, but it’s not going to materially move your score.
Pete Moore: Gotcha.
Jared Hanley: But where, where we are actually going with a lot of our data is a mobile app called nature dose, which really tracks the time you spend outside and the amount of nature you expose yourself to. So regardless of where you live, if you can get out to a park exercise in a park or exercise, and you know, some other outdoor environment, you are getting a lot of benefit.