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Archive: June 18, 2025

Second Edition of UST Trivandrum Marathon on October 12; Training Runs to Begin on June 22

Bengaluru , Mumbai , Thiruvananthapuram, 18 June 2025: UST Trivandrum Marathon, the Kerala capital’s largest ever marathon, is back for its second iteration. UST Trivandrum Marathon 2025 will be organised on Sunday, October 12, 2025. Organised by UST, a leading digital transformation company, in collaboration with NEB Sports, the second edition of the UST Trivandrum Marathon will start from UST Campus, and will include four different events, such as Full Marathon, Half Marathon, 10K Run, and 5K Fun Run, similar to what was organised in the 2024 Marathon.

More than 10,000 participants are expected to run in the different categories of the UST Trivandrum Marathon 2025. 

Three training runs will be organised before the runners get ready for the main event of the second edition. The first training run will be held at the UST Campus Trivandrum on June 22, Sunday, and subsequent runs will be scheduled as events to help participants prepare well for the main race day. Runners who participate in the training runs will be given T-shirts, route support, and breakfast.  

I’m really delighted that UST is hosting Thiruvananthapuram’s largest marathon for the second year in a row. Aligned to our organisation’s mission of Transforming Lives, this marathon is designed to uphold our community’s wellness and health. This year, we aspire to make it larger than the previous edition, with advanced training runs, support initiatives and expert advice. With more than 10,000 runners participating, we are committed to making the UST Trivandrum Marathon 2025 a memorable event,” said Alexander Varghese, Chief Operating Officer, UST.

“As in the first edition of the UST Trivandrum Marathon, we are excited to be joining hands with UST for the mega event this year. With the date now set for the training runs and the main event, we are excited to host the maximum number of runners from across the country,” added Nagaraj Adiga, CMD, NEB Sports.

Ryan International Academy Launches Inaugural Student Parliament During Investiture

Ryan International Academy, Hinjawadi Installs First-Ever Student Parliament at Investiture CeremonyPune, June 18th, 2025: Ryan International Academy, Hinjawadi, a CBSE-affiliated School, celebrated a significant moment in its academic calendar with the successful conduct of its Investiture Ceremony on June 14, 2025. The event marked the formal installation of the school’s newly elected Student Parliament, reinforcing the values of leadership, accountability, and service among students.

The proceedings started on a symbolic note with a tree plantation campaign, reaffirming the school’s environmental commitment and responsibility through students. The event paved the way for the day, congruent with leadership and sustainability plus community values.

Guests of honor were Retired Superintendent of Police Mr. Dilip Khedkar, Police Inspector Mr. Hrushikesh Ghadage (Hinjawadi Police Station), and Assistant Police Inspector Ms. Alka Jadhav (Khadak Police Station). The presence of these dignitaries encouraged the young leaders to take up their new role with honesty, discipline, and bravery.

The newly installed Student Parliament is made up of six core members from Grade 9, and representatives from Grades 6 to 8. The student representatives took oath of office, promising to abide by the school’s values and set good examples for the students.

In celebration of overall excellence, the school also organized the ASE (Award for Student Excellence) Awards, recognizing academic, sports, and arts excellence in Grades 6 through 9. Besides this, the One Merit Badge Awards were given to students in Grades 1 through 9, who had achieved 90% and above in both Term I and Term II and had over 90% attendance, indicating their commitment and consistency.

Addressing the occasion, Principal Ms. Sonika Kochhar Girotra congratulated the awardees on their success and highlighted the real essence of leadership. “Leadership is not merely a badge or a title,” she said, “but about leading by example and changing the lives of others.

The Investiture Ceremony was not only a ceremonial occasion, it was a celebration of values, grit, and accountability. By promoting leadership and acknowledging excellence, Ryan International Academy, Hinjewadi continues to create a learning space wherein the students are empowered to lead, serve, and flourish.

5paisa Capital Launches MCP, Advancing AI Integration in Trading Platforms

 Capital Launches Model Context Protocol (MCP) for AI-Powered Trading IntegrationMumbai, India  June 18th, 2025: 5paisa Capital, one of India’s leading discount broking firms, has officially launched its Model Context Protocol (MCP). This framework integrates Claude, a state-of-the-art large language model (LLM), with 5paisa’s internal APIs. This launch represents a strategic integration aimed at enhancing user experience and brings AI-powered trading capabilities to 5paisa users. With MCP, 5paisa users can now perform a wide range of trading tasks — from placing orders and analyzing market data to backtesting strategies — simply by interacting with Claude via natural language. This rollout aligns with 5paisa’s vision to simplify advanced trading tools for everyday investors.

With the MCP, users can now harness the power of cutting-edge LLMs to make more informed trading decisions using real-time market data and their own custom datasets. By enabling intelligent prompt-based trading through 5paisa XStream Open APIs, MCP empowers users to bring any data source — be it weather, crop yield, or macroeconomic indicators — into the decision-making process for personalized stock market analysis.

“We believe the future of investing lies in empowering users with intelligent tools that are not just data-driven, but context-aware. Model Context Protocol is our answer to the growing need for adaptive AI in financial decision-making,” said Gaurav Seth, MD & CEO, 5paisa Capital. “With MCP, even non-coders can now interact with complex datasets and advanced trading strategies through natural language — truly putting the power of institutional-grade analytics into the hands of everyday investors.”

Key Features of 5paisa MCP

  • AI-enabled Trading Assistant: Built-in support for Claude LLM, with plans to support additional AI models soon.
  • Prompt-Based Interface: No coding knowledge required — simply type commands like “Backtest my breakout strategy from Jan 2021 to Dec 2022”.
  • Custom Data Integration: Users can include external context (e.g., climate data, economic forecasts) for enhanced decision-making.
  • Encrypted & Private: All data shared is encrypted during transit; users retain full control of data sharing.
  • Free for Existing Users: MCP is available at no additional cost to all current 5paisa account holders.
  • Cross-Platform Support: Available on Windows, Mac, and Linux via Claude Desktop.

The MCP assistant can also be used without logging in for general information and market research. However, advanced trading features and account-linked capabilities will remain exclusive to authenticated users.

This launch reinforces 5paisa Capital’s commitment to offering the most innovative, accessible, and secure trading solutions in the Indian financial landscape. MCP is now live and accessible via the desktop and web application for all 5paisa customers.

BenQ Unveils 4K RD Series Monitors Designed for Programmers

BenQ Unveils Purpose-Built 32” 4K RD Series Monitors with DualView for ProgrammersMumbai, June 18th 2025: Redefining what monitors can do for the modern developer, BenQ India unveils RD320U and RD320UA — the latest additions to its pioneering RD Series, and India’s only monitor range purpose-built for coders, developers, and senior tech leaders including CIOs, CTOs, and CXOs.

In a digital-first world where developers shape the future, BenQ brings a new class of monitors that are built for innovators. The RD Series is more than a screen — it’s a coding companion designed to enhance focus, protect vision, and maximize productivity. With its feature-rich design and professional-grade build, the RD Series also caters to senior IT management professionals who lead high-performance teams and oversee critical technology infrastructure.

Engineered for the Developer Mindset

With a 32-inch 4K UHD IPS panel with 2000:1 contrast ratio, RD320U and RD320UA offer deep blacks and crystal clarity — critical for precise debugging and UI/UX development. BenQ’s Dual Coding Mode, Coding HotKey, and DualView Plus allow full control over readability, layout, and multitasking — tailored for real-world coding scenarios.

Vision-Centric by Design

Driven by BenQ’s Eye-Care™ DNA, these monitors integrate Low Blue Light Plus, Brightness Intelligence Gen2, Night Hours Protection, and Flicker-Free tech, reducing eye fatigue during long work hours. Certified by TÜV Rheinland, they reflect BenQ’s ongoing commitment to health-first innovation.

Modern Connectivity Meets Ergonomic Flexibility

With USB-C (90W PD), KVM Switch, and multi-source PIP/PBP, the RD Series simplifies device management for hybrid workflows. The RD320UA also features an Ergo Arm for customized height, swivel, tilt, and pivot — ideal for coders, product leads, and tech heads who demand more from their workstations.

““The RD Series reflects BenQ’s vision of creating technology that adapts to the way developers work,” said Rajeev Singh, Managing Director, BenQ India. “With features like DualView Plus Mode and customizable coding environments, these monitors are engineered to simplify complex workflows and enhance real-time productivity. Backed by our visual technology expertise and thoughtful additions like eye-care and ergonomic design, the RD Series empowers developers to stay focused, efficient, and in control of their workspace.”

Availability & Pricing

The RD320U and RD320UA are now available across authorized retail and online platforms in India.

Infobip Introduces CXOP: Elevating Customer Engagement with AI

18th June 2025:  Global cloud communications platform Infobip today announced its Conversational Experience Orchestration Platform (CXOP) — a game-changing solution that places agentic AI at the heart of every customer interaction. CXOP enables brands to move beyond static, rules-based workflows to deliver dynamic, goal-oriented conversations across marketing, sales, and support — at scale. The announcement builds on Infobip’s AI Hub, marking a major step forward by natively infusing agentic AI across Infobip’s entire award-winning product stack — unifying channels, data, and automation into a single intelligent platform.

Built on Microsoft Azure OpenAI in Foundry Models, CXOP uses intelligent AI agents to orchestrate personalized customer journeys across channels like WhatsApp, RCS, and web chat. These agents understand context, act autonomously, and seamlessly collaborate with human teams when needed — reducing time to resolution, improving loyalty, and cutting costs.

Today’s consumers expect instant, relevant, and seamless interactions no matter what the channel. CXOP meets this demand by unifying messaging, automation, and AI-powered assistance within a single, intelligent platform that adapts to behavior, sentiment, and intent in real time.

With CXOP, businesses can:

  • Deliver empathetic, goal-driven AI interactions across channels
  • Slash response times and reduce service costs through automation
  • Increase lead conversion and campaign performance with real-time personalization
  • Support hybrid teams with human-in-the-loop for complex cases
  • Launch fast with no-code or full-code deployment options

At its core, CXOP leverages a network of intelligent, agentic AI assistants that understand user intent and execute context-sensitive workflows. These agents don’t just answer — they guide, solve, and act, creating fluid, human-like experiences from lead generation to retention.

“CXOP enables enterprises to move beyond static workflows and deliver intelligent, empathetic interactions at scale,” said Ivan Ostojić, Chief Business Officer at Infobip. “It’s a foundational step toward building AI-first customer experiences that drive measurable business impact.”

“Using agentic AI instead of a rules-based automation, Infobip’s new CXOP is an enhancement for customer experiences,” said Myladie Stoumbou, Sr Director ISV Partnerships, at Microsoft. “Available within the Microsoft Azure Marketplace, clients can access such certified products and eliminate the complexity of managing individual vendor relationships.”

From Sand to Streets: Top 5 Kidswear Picks for Any Holiday

From Beach Days to City Tours: 5 Kidswear Essentials for Every Vacation MoodFinding outfits that can match kids’ pace isn’t always easy, especially when the day goes from beach walks to museum stops in a blink. One minute they’re racing up a hill, the next they’re building sandcastles or chasing pigeons in a city square. That’s where Jockey Juniors comes in with a vibrant collection made to breathe and play along. Made for all-day comfort and built to last, these five picks are parent-approved and play-ready.

Half Sleeve T-shirt for Boys

Whether it’s a holiday by the beach or a family road trip, the half sleeve t-shirt is the perfect pick for young explorers. Made from super combed cotton, this tee stays light, soft, and breathable, ideal for warm days and nonstop play. The fun graphic print adds a touch of personality, while the round neck and short sleeves keep the fit relaxed and easy. Offered in an array of vibrant hues and fun prints, each piece is designed to suit every mood and occasion.

Printed Tank Top for Boys

From hilly hikes to sun-soaked desert trails, the printed tank top is made for little adventurers who never slow down. Its sleeveless design keeps things cool and easy, letting kids move freely without feeling restricted, whether they’re climbing, running, or exploring new paths. The all-over print brings a fun, cheerful vibe, while the curved hem styling adds a relaxed finish. And thanks to the label-free design, there’s no itching and just all-day comfort. Built for the outdoors, but perfect for everyday wear, this tank top makes every adventure a breeze.

Cotton Shorts for Boys

From sandy beaches to bustling city streets, the cotton shorts are a go-to for young travellers who love to move. Crafted from soft, cotton rich fabric, they offer breathability and ease keeping kids comfortable no matter the climate. The contrast side taping adds a sporty touch, while the adjustable drawstring waistband ensures a secure yet flexible fit during long days of exploration. Side pockets come in handy for collecting little souvenirs or storing snacks on the go. Whether it’s a sightseeing day or a relaxed afternoon by the sea, these shorts are ready for every vacation mood.

Polo Neck Tank Top for Girls

Nothing says holiday spirit like a classic tank top for girls who are always ready for fun. Made with super combed cotton and elastane stretch, this tank top flexes comfortably with every hop, skip, and twirl, making it perfect for days filled with sightseeing, cycling, or picnicking in the sun. While the polo neck and ribbed cuff adds a smart, playful twist, the sleeveless cut keeps her cool and breezy in warm vacation weather. From nature trails to evening strolls and ice-cream breaks, this top fits right into every holiday plan with a smile.

Cotton Printed Dress for Girls

The cotton printed dress is made for vacation days spent laughing with cousins while exploring new nooks, and winding down with a favourite cartoon marathon. Made from super combed cotton, it’s soft, breathable, and perfect for all kinds of fun. Its relaxed fit, short sleeves, and knee-length design keep things easy and comfortable whether it’s a sunny day out or a cozy evening in. But the real cherry on top? The adorable matching headband that completes the look in one go. With its all-over print, convenient side pockets, and label-free comfort, this dress is a vacation favorite that brings charm and ease in equal measure.

Solid Jeggings for Girls

The solid jeggings are made for young travellers who like to stay comfortable while looking effortlessly cool. With three mood-perfect colours like sea spray for breezy beach holidays, biking red for high-energy hill adventures, and classic navy for laid-back city explorations, there’s a pair for every kind of escape. Made from super combed cotton and elastane stretch French terry fabric, these jeggings offer a slim fit with plenty of room to move. Built for long travel days and even longer playtimes, this piece is a comfy staple in any suitcase.

No matter where the family heads, whether it’s winding hills, sunlit beaches, or bustling city streets, kids need outfits that can keep up with every skip, sprint, and surprise stop. With Jockey Juniors, packing smart becomes a breeze. These five vacation-ready pieces combine comfort, movement, and personality, allowing kids to focus on what they do best – making memories and enjoying every carefree moment.

BIMTECH Conducts Specialized Workshop on Finance and Valuation Methods

BIMTECH Hosts Workshop on Financial Modelling and Valuation Techniques Greater Noida, 18th June 2025: Birla Institute of Management Technology (BIMTECH), a leading business school in India, is organizing a Faculty Development Program (FDP), on Modelling Finance and Valuation Techniques. The program will take place from 20-22 June 2025 through Online Mode.

This immersive program is designed for early researchers, academicians, and finance working professional who want to deepen their understanding and teaching of Financial Modeling and Valuation. The workshop blends theory with practical, hands-on learning including datasets curated from Bloomberg, DCF modeling, capital budgeting scenario analysis, and more.

Dr. Prabina Rajib, Director, BIMTECH, shared, “We are committed to equipping faculty with the latest tools and insights that bridge the gap between academic theory and financial market realities. As India’s financial ecosystem evolves rapidly, it is imperative for educators to stay ahead of global standards while contextualizing learning for Indian markets. With such initiatives, we want to develop a more financially literate and investment savvy India.”

Last date to register: 18th June, 2025

Inspired by its founders Late Basant Kumar Birla and Sarala Birla, BIMTECH pioneered innovative programs like PGDM, PGDM-International Business (IB), PGDM-Retail Management (RM), and PGDM-Insurance Business Management (IBM), nurturing individuals into global leaders. Also, BIMTECH is now AACSB accredited, joining the Ivy League of Top Globally Recognized B-Schools. Fostering a symbiotic relationship, the institute excels in management education, supported by its globally placed robust alumni network of over 8000 individuals.

Recode Studios Opens New Retail Outlet in Rajkot, Strengthens Gujarat Network

Recode Studios Expands Presence with New Store in Rajkot, GujaratNew Delhi, 18th June 2025: India’s fast-growing beauty and skincare brand, Recode Studios, has announced the launch of its newest retail store in Gujarat, marking another significant milestone in its ambitious nationwide expansion. Centrally located at Raviratna Park Main Road, University Rd, opp. RMC Garden, opp. Ramkrupa Dairy Road, Rajkot, Gujarat 360005, the store is set to bring Recode’s innovative and inclusive product portfolio closer to the capital’s discerning and trend-savvy consumers.

This opening is a part of Recode Studios’ larger mission to strengthen its presence in big metro cities and offer high-quality, affordable beauty products to India’s growing conscious consumer base. The store has been developed carefully to offer a premium and interactive shopping experience, showcasing Recode’s high-rated skincare and makeup products under one roof.

Mr. Rahul Sachdeva, Co-Founder of Recode Studios, said, “Opening our new retail store in Rajkot, Gujarat, is a big move for Recode Studios. Being on the ground helps us meet customers face-to-face, show them our product range, and answer questions in real time. More importantly, the store shows, we remain committed to spreading quality, affordable beauty care nationwide and strengthening the Recode name throughout India.

Rajkot, Gujarat, is a busy commercial environment, and a wide range of consumers keeps it uniquely positioned as a market for Recode Studios to engage with a new generation of beauty enthusiasts who prioritize speed, conscientiousness, and beauty. The brand hopes to elevate the store as a local place for authentic customer engagement and a place to showcase the brand’s commitment to innovation, inclusivity, and affordability.

Since its beginning in 2018, Recode Studios has upended traditional models of beauty retailing by combining research-led innovation, clean ingredient formulations, and global quality standards with strong local consciousness. The Rajouri store reaffirms the brand’s mission to empower consumers pan-India with beauty solutions that offer quality and integrity. With its new Rajouri Garden store, Recode Studios continues to redefine the way modern India shops for beauty, focusing on quality, accessibility, and authenticity in every shopping experience.

Payment gateways in 2025 boost speed, support crypto, wallets, and help businesses stay trusted and flexible

The changing face of payment gateways: Top tools and hidden factors for 2025

Author: Avery Thornton

In today’s fast-moving digital world, choosing the right payment gateways can make or break your business. They do more than just move money. A gateway connects your store to your customers and shapes how people experience your brand. From global E-Commerce to local stores using Apple Pay or Shop Pay, the right choice matters. As 2025 unfolds, businesses must rethink what they really need from online payment gateways to stay competitive and trusted.

Beyond the basics: How the role of payment gateways is evolving

Most people see payment systems as simple tools that move money. But that idea is now outdated. In 2025, a gateway does much more than accept a PayPal credit card or an American Express. It becomes a smart system that shapes how customers feel when they shop. It learns from behavior, spots fraud, and keeps up with tools like Google Pay and cryptocurrency wallets.

Online stores today must offer smooth, fast, and safe checkout. Older setups, built around cards only, can’t keep pace. New platforms help merchants watch checkout behavior and compare success rates across methods. For example, some buyers prefer Apple Pay, while others use Shop Pay or Google Pay. This real-time data helps sellers fine-tune the journey.

It also matters where your buyers live. If your store serves buyers across the globe, your gateway must handle rules in each country. A smart solution will manage both the law and the tech side, so payments stay smooth. Platforms like Sheepy and even Amazon Synchrony aim to make that part invisible. For crypto-focused businesses, using a gateway that includes tools like a crypto invoice generator can make compliance and record-keeping much easier, especially when dealing with fast-changing local regulations.

Businesses using WooCommerce payment gateways are also pushing for tools that let them control the user interface. A gateway is no longer invisible; it must match the tone and trust of the brand. In this new landscape, payment gateways are becoming part of how a business grows, not just how it gets paid.

Payment gateways in 2025 boost speed, support crypto, wallets, and help businesses stay trusted and flexible

What businesses often overlook when choosing payment gateways

Many business owners believe that all gateways work the same way. They focus on price or brand names like American Express or PayPal credit card. But in reality, the way a payment gateway fits into your system matters much more than most people think. A poor fit can create long-term problems, even if the tool seems popular.

Let’s say you run a fast-growing store using WooCommerce. It may support several gateways, but not all of them are designed for mobile-first users. If your customers prefer Apple Pay or Shop Pay, and your gateway doesn’t support them smoothly, you will lose sales without even knowing why. Checkout friction often leads to cart abandonment, which slowly erodes trust and repeat purchases. The smoother the process feels, the better your store performs.

Another missed detail is how flexible a system really is. If you want to grow globally, the gateway must adapt to various rules and currencies. Many stores learn this too late – only when entering new regions. The best international solutions like Payoneer and Amazon Synchrony let you scale without constant workarounds.

Some merchants also forget to check how easy it is to test, update, or even pause features. As trends change, being able to try new checkout flows is gold. Modern payment gateways should make it simple to learn, adjust, and keep moving fast. In today’s market, small edges add up – and smart tools help build those edges from day one.

The risk of sticking to traditional solutions

Many businesses still rely on the same systems they used five years ago. These systems may seem safe and familiar, but they often fail to keep up with what modern buyers expect. Outdated platforms may not support options like Google Pay or Shop Pay. They may also struggle with newer financial tools like Payoneer or region-specific wallets. What once worked well now becomes a bottleneck that slows your growth.

Let’s imagine a store that has grown fast, but still uses an old checkout system. The checkout takes longer to load. It doesn’t support mobile-first layouts. It even misses key options like Apple Pay or the ability to save a preferred card. These missing features don’t just frustrate users. They lead to real revenue loss. Customers want fast, smooth, and secure payments. When the process feels clunky, they leave.

Using traditional tools also limits your ability to respond to change. If a new region opens up, and your system doesn’t support local rules, you’re stuck. If a gateway doesn’t allow quick updates, you can’t test new flows or run offers. In this environment, speed matters. Sticking with what’s old may seem easy, but it can cost you more in the long run.

Modern payment gateways solve these problems with smart design and flexibility. While the switch may seem risky, the real risk lies in doing nothing and falling behind in a global market that moves fast and rewards innovation.

Top 5 payment gateways in 2025

The world of digital commerce is evolving fast. In 2025, businesses demand more from their payment tools. Speed, global reach, and flexibility are now basic expectations. From traditional names to advanced crypto payment gateways, the leading platforms all help companies adapt and grow. Here are five that stand out this year:

1. Stripe

Stripe remains one of the most developer-friendly tools on the market. Its APIs allow deep customization. It supports Apple Pay, Google Pay, and smooth subscription billing. Whether you’re a startup or global marketplace, Stripe offers solid performance.

2. Sheepy

Sheepy is reshaping how businesses handle crypto. It goes far beyond basic acceptance. With tools like a crypto invoice generator and fast, secure crypto payouts, Sheepy makes digital assets easy to manage at scale. Its flexible API supports multiple tokens, making it ideal for companies that want to grow without friction.

3. Payoneer

Trusted by global sellers and freelancers, Payoneer makes international transactions easy. It supports payouts in local currencies and connects seamlessly with platforms like Amazon Synchrony and marketplaces worldwide.

4. Coinbase Commerce

For merchants entering the crypto space, Coinbase Commerce offers a simple setup and trusted name. It supports top digital assets and offers easy integration for online payment gateways.

5. BitPay

BitPay remains a reliable gateway for crypto payments. It supports WooCommerce payment gateways and helps merchants settle funds in fiat while giving buyers more freedom.

What the future holds for digital payments

The way people pay is changing fast, and the tools behind those payments are changing even faster. In the next few years, we will likely see digital wallets grow even stronger. Apple Pay and Google Pay are no longer just extras – they are now basic expectations in many markets. Buyers want fast, safe, and familiar checkout flows. At the same time, new crypto payment systems are helping businesses unlock fresh audiences and speed.

But beyond payment methods, the biggest shift may be how we think about the checkout itself. The most successful stores in 2025 won’t see it as the final step. Instead, they’ll treat it as part of the full user experience. From mobile flow to instant feedback, the checkout process must feel smooth and trusted. Businesses that use outdated tools will struggle to meet these expectations. Those that invest in the right payment gateways will see better retention, stronger loyalty, and fewer lost carts.

Artificial intelligence will also begin to shape this space. It will help predict fraud in real time, suggest payment methods based on user habits, and adjust flows to fit new rules. For merchants working across borders, these changes can make daily operations much simpler. International payment gateways that offer real-time risk tools and language support will have the upper hand. What comes next is not just about transactions – it’s about trust, clarity, and control built into every payment experience.

The way we pay is no longer just a detail – it’s part of the story people tell themselves about your business. It shows whether you’re modern, flexible, and easy to trust. That’s why the choice of tools really matters. Some systems hold you back without making much noise. Others help you move faster and do more. As we move deeper into 2025, what works today may not be enough tomorrow. So it’s worth thinking ahead. A smarter setup now can mean fewer problems later – and more people coming back when it counts.