Why did DMAA's operating expenses surge in Q3 2024?

The operating expenses of DMAA increased significantly in Q3 2024, primarily due to higher marketing and selling expenses, including digital and brand marketing expenses related to the 2024 Olympics campaign. Additionally, there were transitory expenses associated with the transition to a new fulfillment center. These expenses are likely to have a significant impact on the company's short-term financial performance, but they may also be necessary for the long-term growth and efficiency of the company.