Experticity is a Salt Lake City, UT-based company that helps brands and retailers improve retail conversations through education, product seeding and by offering first-hand product experience to retail sales associates and category-specific experts. The company has two web-based services: 3point5.com, which brands and retailers use to deliver interactive product trainings for retail sales associates, and ProMotive.com, which brands use to facilitate product trials with experts and enthusiasts. The company was founded in 2004 by Paul Kirwin under the name 3point5, Inc. (referencing the fact that 3.5 feet was considered the optimal distance between two people in a one-one-one conversation). Kirwins idea was to create an entertaining, web-based training platform for retail salespeople using brand discounts to incentivize them to complete training. Built on Kirwin’s television news background, Kirwin Productions was founded in 1985 and specialized in creating videos to train retail salespeople on a brand’s new technology and products. It was here that Kirwin got the idea of training retail salespeople online.