What was the timeline for this change?

Our CEO, Jason, has been contemplating a rebrand for the better part of the past 2 years. He knew that he wanted the name and vision of the Company to reach beyond its functionality and to resonate with our customers in a more meaningful, emotional way. The rebrand finally started to become a reality in early Summer 2019. The rollout of the initial phase of the Hio rebrand is slated for September 16, 2019.