Shows
Second NatureBehind The Brand: East PeakOn today's podcast, we explore the origin story of East Peak, created by Paulius Dragunas. East Peak recently had a huge moment in the world of trail running, when an icon used their ice bandana to great effect at Western States. In this conversation, we dig into all efforts that led up to that breakthrough - as well as the future of East Peak. East Peak: https://www.runeastpeak.com/ Paulius Dragunas: https://www.linkedin.com/in/pdragunas/ SF Running Company: https://www.sfrunco.com/ Western States - Kilian (Blog): https...
2025-09-191h 02Second NatureWhat's On DBo's Docket?It's been a hectic summer to say the least, but Dylan and Aaron have found time to catch up and run through the latest and greatest hits in the outdoor industry. In this episode, Dylan takes the reins with a full docket of topics that he's been wanting to cover on the pod. Show Notes: Eat My Words (Agency): https://eatmywords.com/ Hello My Name Is Awesome (Book): https://amzn.to/45vKp1O YaBoyScottJurek: https://www.instagram.com/yaboyscottjurek/ Tracksmith: https://www.tracksmith.com/ Tracksmith Instagram Post: https...
2025-08-221h 03Second NatureMoving The GoalpostsDylan and Aaron catch up in the middle of the summer to reflect on where things are at - and how far we've come. Resetting our expectations - or "moving the goalposts" - based on how things have evolved over time. During this conversation, they put it into context for other media properties - and ask the real questions about where to go next. Show Notes: Freetrail: https://www.freetrail.com Peak Life Experience: https://www.youtube.com/watch?v=Ku4dYpW6MG0 Billy Oppenheimer Newsletter: https://billyoppenheimer.com/ ...
2025-08-051h 02Second NatureThe Outdoor Industry's Biggest Emerging MarketDylan and Aaron get back together for a catch-up after Aaron's latest trip to China. Outdoor sports are booming over there and brands are taking notice. In this conversation, Aaron shares all of his notes from everything he saw over there - and a glimpse into the future. Show Notes: Super Rider: https://www.youtube.com/@SuperRiderTV Microsoft - Acquired Episode: https://www.acquired.fm/episodes/microsoft Mario's Book Recommendation: https://amzn.to/4kTbXEW Video Night In Kathmandu (Book): https://amzn.to/3TLHz3z David Autor: https...
2025-07-221h 06Second NatureThe State Of Trail RunningSteve Holmberg joins the podcast to dive deeper into his presentation notes from TrailCon on the state of the trail running industry. We go beyond his talking points and dig into the details and direction for his top nine trends, including the future of athletes in the space. Show Notes: Steve Holmberg: https://www.linkedin.com/in/stephenholmberg/ Insight Accelerator: https://www.stephenholmberg.com/ Second Nature - Insights 101 Podcast: https://podcasts.apple.com/us/podcast/the-single-phrase-that-helps-brands-innovate/id1737242598?i=1000697637448 Rest Day Podcast (Dylan, Trappe, Corrine): https://podcasts.apple.com/us...
2025-07-041h 06Second NatureHow Outdoor Entrepreneurs Find Community And SupportKatie Doherty and Emily Holland have created something special with Founded Outdoors - a place for entrepreneurs in the outdoor industry to connect, learn, and grow. With a front row seat to the journeys of outdoor founders and entrepreneurs, Katie and Emily shared plenty of insight, stories, and inspiration during this conversation. Founded Outdoors: https://foundedoutdoors.com/ Katie Doherty: https://www.linkedin.com/in/dohertykatie/ Emily Holland: https://www.linkedin.com/in/emilylholland/ Wild Poppy: https://www.wildpoppycreativeco.com/ The Art Of Gathering (Book): https://amzn.to/3HP60u3
2025-06-201h 07Second NatureThe Business of Events & Tradeshows Doug Emslie is a global leader in the events, tradeshow, and exhibition industry. He's the former CEO of Tarsus, which sold for $1 Billion in 2023 to Informa. Now he's the Founder of Cuil Bay Capital, an investment vehicle focused on entrepreneurial event businesses. He is also one of the Co-Founders of TrailCon, the new trail running conference and festival debuting June 24th & 25th, 2025. BPC: Doug - Semafor Media Podcast 'Mixed Signals' Dylan - Kilian's new YouTube Video Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media
2025-06-031h 11Second NaturePro Athlete Or Get A Real Job? Here's How To Do Both.Yuri Hauswald has kept one foot in both worlds for the better part of two decades: working professional and professional athlete. As the Elite Athlete and Community Manager for GU Energy Labs, Yuri has the perspective for aspiring athletes, as well as athletes looking to make moves for the next stage in their career. Aaron and Yuri compare notes on their experiences working with athletes - and how they both came to the same conclusion about the future of athlete marketing. Show Notes: Yuri Hauswald: https://www.linkedin.com/in/yuri-hauswald-b52046a/ GU...
2025-05-091h 01Second NatureThe 5 Stages Of Partnership with AG1's Lisa HassigLisa Hassig is the Global Brand + Sports Partnerships Director for AG1. While AG1 has partnered with some of the biggest athletes and creators on their partnerships, we took the conversation in a slightly different direction to share the lifecycle of a collaboration. There are five distinct phases to a solid partnership, and in today's episode, Lisa shares her best practices (and some stories) for each step of the journey. Show Notes: Lisa Hassig: https://www.linkedin.com/in/lisahassig/ AG1: https://drinkag1.com/ Airport AG1: https://www.instagram.com/p/DDGQJtVuyKO/
2025-04-251h 09Second NatureThe Past, Present, and Future of CieleDaniel Marrett is the global Director of Marketing and Strategy at Ciele, and has been with the brand for nearly six years as they've gone through every iteration to arrive at this point. During the conversation, we learn the origin of the name, dig into the expansion beyond hats, and go deep on what it truly means to collaborate as a brand. Show Notes: Daniel Marrett: https://www.linkedin.com/in/dmarrett/ Ciele: https://cieleathletics.com/ Aaron's new pants: https://cieleathletics.com/products/u-evdpant-bluebird BPC: Raide LF 2...
2025-04-221h 03Second NaturePayson McElveen and the Cauldron of ContentPayson McElveen is a professional mountain biker, gravel racer and podcaster - host of With Pace (previously known as The Adventure Stache). During this discussion, Payson shares his approach to business as an athlete and podcaster, comparing notes on his journey as a media operator in the outdoor industry with Dylan and Aaron. Show Notes: Payson McElveen: https://www.instagram.com/paysonmcelveen/ Payson's Podcast: https://open.spotify.com/show/2DJhVL3faEez1BvoaqVGRc?si=086c240f0acb4b84 Payson - Crossing Iceland: https://www.youtube.com/watch?v=LgY3peQIzNA ...
2025-03-281h 11Second NatureThe Evolution Of Kate CourtneyKate Courtney entered a new era when she launched her own race team to bring visibility to her foundation, She Sends. In this podcast, we dig into the previous eras that led up to this one - starting with her entry into the sport of mountain biking, her life-changing world championship win, and the behind the scenes effort that has gotten her to this stage of her career. Show Notes: Kate Courtney: https://instagram.com/kateplusfate She Sends Foundation: https://shesends.it The Growth Equation: https://thegrowtheq.com/farewell-podcast/ ...
2025-03-141h 05Second NatureThe Past, Present and Future of adidas TerrexElisa Schaller is the North American Director of Brand/Product of Outdoor at adidas. She has been with the brand through many iterations - both overseas and domestically - for over a decade. In addition to the brand story, we get a closer look behind-the-scenes of Terrex, her team, and her career. Show Notes: Elisa Schaller: https://www.linkedin.com/in/elisa-schaller/ adidas Terrex: https://www.adidas.com/us/men-trail_running-shoes Five Ten: https://www.adidas.com/us/five_ten Freehiker Shoe: https://www.adidas.com/us/free_hiker
2025-03-111h 03Second NatureThe Future Of TrailCon And The Outdoor Creator EconomyTrailCon is returning to Tahoe again this year, and with it, some big updates for the event's second year. First, a major partnership announcement, followed by insight and expectations for the two day event (including Dylan, Aaron and Steve's roles in it). TrailCon: https://trailconference.com/ Consumer Insights Pod with Steve: https://www.youtube.com/watch?v=yYc_b60sejc Zero Draft Article: https://zerodraft.substack.com/p/creators-are-the-new-founders Slow Ventures Creator Fund: https://creatorfund.co/ Nat Eliason: https://x.com/nateliason Fast Cash vs Slow Equity...
2025-03-071h 05Second NatureThe Single Phrase That Helps Brands InnovateSteve Holmberg spent nearly two decades helping Nike stay competitive by driving innovation through market research and consumer insights. He believes every discussion for a brand should start with the consumer in mind, and shares not only his insights - but the single phrase that helped set up those conversations to drive the brand forward. He now runs Insight Accelerator, giving more brands and people access to his unique window to innovation and competition. This episode is an absolute masterclass for harnessing consumer insights to drive results for brands and businesses at every stage of development. Show...
2025-03-041h 10Second NatureHow The Outdoor Industry's Top Agent Is Redefining PartnershipsJonathan Retseck founded RXR Sports to work with athletes, explorers and storytellers in outdoor brands. It didn't take long before RXR amassed what is arguably the dream team of athletes under management. Alex Honnold, Jimmy Chin, Rich Roll and many more are part of their stacked roster of talent. But the story goes well beyond the transactional nature of sponsorship - what RXR does to build deep partnerships with intention has led to some incredible media output, the most well known being films like Free Solo and Meru. In this unfiltered conversation with Jonathan, we talk about the founding...
2025-02-281h 05Second NatureThe Strategy Behind The Best Brands Using Social MediaDarren Rayner, Founder and Head Of Creative at Magnafire, produces content for some of the biggest brands in the world. His agency has developed incredibly strong performing short form content for brands like Red Bull and Arc'teryx, helping them grow massively on platforms like Instagram and TikTok. In today's episode, we approach the content strategy and production mindset that sets Magnafire apart, and we get an inside look at the discussions happening behind the scenes to bring that content to life. Show Notes: Darren Rayner: https://www.linkedin.com/in/darren-rayner-8b90384/ Magnafire...
2025-02-251h 02Second NatureThe Growing Opportunity For Athletes And BrandsPatrick Crawford has had a legendary run in the outdoor industry - launching Freeskier magazine, followed by one of the original athlete social agencies, Inkwell. During his time leading Inkwell, he worked with the top outdoor athletes in the world - as well as the brands that supported them - to launch massive projects, the Free Solo film among many others on the list. Find out what Patrick has to say about the state of Athlete and Brand social - both its history as well as its future. Show Notes: Patrick Crawford: https://www.linkedin...
2025-02-211h 17Second NatureHow I Burned Down My BusinessMartina Brimmer founded Swift Industries 17 years ago in the basement of a punk house. Over those years, she held on to a rollercoaster of ups and downs as the business grew, adapted and survived to meet market demand. After the softening of the cycling industry post-pandemic, Martina had to make some big decisions for the survival of the business, and this incredibly transparent conversation is an honest recountain of the lessons learned and insights gained. Show Notes: Swift Industries: https://builtbyswift.com/ Swift Industries Instagram: https://www.instagram.com/swiftindustries/ Revelate...
2025-02-181h 12Second NaturePlaying The YouTube Long Game With Jeff PelletierJeff Pelletier is an established filmmaker, content creator and successful agency owner - among many other things. He sits down with Aaron to compare notes on the YouTube journey and provides insights and actionable advice for other aspiring content creators looking to build a community. Show Notes: Jeff Pelletier: https://www.youtube.com/@JeffPelletier Jeff's Website: https://jeffpelletier.com/ BaseTwo Media: https://videoforbusiness.ca/ Billy Yang: https://www.billyyang.com/ Crunchlabs: https://www.crunchlabs.com/ Beau Miles: https://www.youtube.com/beaumiles BPC...
2025-02-141h 19Second NatureThe Past, Present, and Future of Wild RyeCassie Abel is the founder and CEO of Wild Rye, a brand that celebrates the duality of athletes with gear for both snow and mountain biking. In this podcast, we dive into the history of the brand as she launched with a co-founder, looked for signals that they were on the right track, and rode the exhausting rollercoaster of manufacturing, marketing and everything in between as the brand experienced growth. Find out how a Craiglist post became an inflection point for the brand - and where the brand is headed next! Show Notes: Wild Rye...
2025-02-1155 minSecond NatureExploring Media Business Models With Simon FreemanFounder and publisher of Like The Wind magazine, Simon Freeman, joins the podcast to talk about media models and the different approaches that are available to explore for media operators. Show Notes: Like The Wind: https://www.likethewindmagazine.com/ Mario Fraioli: https://themorningshakeout.com/ Surfers Journal: https://www.surfersjournal.com/ Jonathan Levitt Podcast: https://www.youtube.com/watch?v=K4GWhpYsx48 The Rebooting: https://www.therebooting.com/ Wirecutter: https://www.nytimes.com/wirecutter/ Matt Trappe's Article: https://substack.com/home/post/p-155444935
2025-02-071h 24Second NatureWhat Business Are You Building?Reflecting on the recent pod with the co-founders of Skratch, Dylan and Aaron take a closer look at their approach to running their own businesses. Leadership, profit versus impact, scaling versus staying small, funding and business models. Maybe most important - what time horizon are we using to make all these decisions - are we truly playing the infinite game? Show Notes: Freetrail: https://www.freetrail.com Super Rider: https://www.youtube.com/@SuperRiderTV Gary Keller "The One Thing" (Book): https://amzn.to/4hCpBdy RXR Sports: https://www.rxrsports.com/
2025-02-041h 03Second NatureWhy Skratch Is Not For SaleSkratch won our award for "Brand Of The Year" in 2024, and the main reason was because we respected their approach to playing the infinite game: making decisions rooted in long term stability. So many brands in their position would angle for acquisition and an exit strategy, but that is not on their radar. The discipline and vision that it takes to stay true to that ethos is evident in this conversation with co-founders Allen Lim and Ian MacGregor. Show Notes: Skratch: https://skratchlabs.com 2024 Year In Review (Blog): https://www.skratchlabs.com/blogs/life-skills/2024-year-in-review
2025-01-311h 06Second NatureThe Mindset We're Bringing Into 2025Dylan and Aaron reconnect to share the different approaches they are taking toward success in the outdoor industry in 2025 - digging into goals, frameworks and vision (and then some). They also riff on the new team launched by Kate Courtney (She Sends Racing) and why it matters a lot more than just the typical factory sponsorship announcement. Show Notes: Kate Courtney: She Sends Racing: https://www.youtube.com/watch?v=8ptuCHv_adE Alex Honnold Foundation: https://www.honnoldfoundation.org/ She Sends Foundation: https://www.shesends.it/ Kilian's Foundation: https...
2025-01-281h 05Second NatureComparing Notes With A CompetitorAllison Lynch has the depth of experience that most marketers could only dream of having. As an early employee at Whoop, she had hands-on involvement in all the levers of marketing (and beyond). Athletes and content ended up becoming a big part of her role, which put her squarely in competition with Second Nature host, Aaron Lutze (who lead content + community at Oura). With both roles in their past, this episode is a chance for them to regroup and compare notes on their experiences - as well as what it taught them about the future of marketing. ...
2025-01-241h 09Second NatureChristian Peper Is Making Dialed CreatorsIt's one thing to build a following around your own social media account, but an entirely different task to do it for a brand. Christian Peper has done both - and not only that, he's launching a bootcamp to help other creators follow in his footsteps. Last month, he shared Dialed Creator with the world, which we think is going to play a big role in reshaping the athlete approach to content creation. Show Notes: Christian Peper: https://www.instagram.com/christian.peper/ Dialed Creator: https://dialedcreator.com/ Westpaw Media: https...
2025-01-211h 07Second NatureThe Past, Present and Future of Corrine MalcolmCorrine Malcolm has created her own path as an athlete, podcaster, livestream host, and coach. She joins the conversation on Second Nature this week on the cusp of the next evolution of her career is about to unfold. 2025 predictions, athlete and brand insights, and plenty more. Show Notes: Corrine Malcolm: https://www.instagram.com/corrinemalcolm/ Paris Gore: https://parisgore.com/ Trail Society: https://podcasts.apple.com/us/podcast/trail-society/id1579961692 Parity Now: https://paritynow.co/ Emily Kraus: https://www.instagram.com/emilykrausmd/ Hannah Allground: https...
2025-01-171h 13Second NatureEpisode 69: Pit Viper & The Joke That Went Too FarSpencer Harkins has been the VP of Brand at Pit Viper since 2017, and in this episode we get into all the stories of where the brand started, their clever strategy for coming up with ideas and campaigns, and how they are serious about taking things less seriously. We highly recommend that you check out this episode on the Second Nature YouTube channel, there are some visuals that you don't want to miss! Show Notes: Spencer Harkins: https://www.linkedin.com/in/spencerharkins/ Pit Viper Website: https://www.pitviper.com Pit Viper...
2025-01-1453 minSecond NatureLaunching An Outdoor BrandMatt Sims comes from an incredible background of working with athletes and developing sports marketing programs at brands like Lululemon and Fox Racing. Over the past year, he's put everything he's learned into launching a new brand: courier. We dig into the insights and effort that went into putting the right team together, as well as what it took to get the brand launched. Courier socks are all about sensation, and we want you to experience the full range. That's why we're offering a special deal for the Second Nature crew: when you purchase one of our...
2025-01-101h 16Second NatureSecond Nature Outdoor Industry AwardsWe haven't figured out how to spell it yet, but at least we came through with the awards for our favorite brands, product, content and athletes. Dylan and Aaron share their favorites from the year, as well as a look at what's in store for the year ahead. Show Notes: Skratch Labs: https://www.skratchlabs.com/ Hoka: https://www.hoka.com/ Raide Research: https://raideresearch.com/ Garmin Enduro 3: https://www.garmin.com/en-US/p/851039 DJI Osmo Pocket 3: https://store.dji.com/product/osmo-pocket-3 Deathgrip 2 Film...
2025-01-081h 06Second NatureRed Bull And The Power Of Field MarketingJohn Paradine was there on Day One of Red Bull, when the first can was officially sold in the USA. In this podcast, he shares stories about the way Red Bull established themselves in the USA - and the unorthodox ways they went about building the marketing organization (and their approach to ROI). Field Marketing was (and still is) a huge element in Red Bull's marketing mix, and on this podcast we share the insights of how anyone (brand, operator or creator) could utilize that mindset to be successful. Show Notes: John Paradine (Linked In...
2025-01-031h 08Second Nature2025 Outdoor Industry PredictionsWhat does the future hold for the outdoor industry? Matt Trappe and Steve Holmberg join Aaron on this week's podcast to share their predictions for the year ahead. Also included, hot takes and predictions from the community, and a bonus Galaxy Brain about the future of Second Nature. Show Notes: Matt Trappe (Linked In): https://www.linkedin.com/in/matt-trappe/ Matt Trappe (Substack): https://amatterofbrand.substack.com/ Steve Holmberg (Linked In): https://www.linkedin.com/in/stephenholmberg/ Steve Holmberg (Substack): https://steveholmberg.substack.com/ Insight Accelerator: https...
2024-12-311h 32Second NatureThe Futurist Project: Outdoor Leadership AcademyThe Futurist Project is an outdoor industry leadership academy that is currently accepting applications for their upcoming class. Thirty people who represent the future of the outdoor industry will be accepted to the sixth month program that includes in person, virtual and mentor-based training and support. On the podcast, Sablle Stahl and Vince Mazzuca share the details about The Futurist Academy, the application process, and what the attendees can expect. Show Notes: Sablle Stahl: https://www.linkedin.com/in/sablle/ Vince Mazzuca: https://www.linkedin.com/in/vince-mazzuca-58b14a1a/ ...
2024-12-2752 minSecond NatureThe Business Of Athlete Sponsorships: Patrick LemieuxAny elite athlete would tell you that it takes a village to support their ability to achieve their goals throughout the season. A big part of that support comes through partnerships, and in today's episode of Second Nature, we have a deep conversation about athlete partnerships with Patrick Lemieux. He's the person connecting the dots between athletes and partners for mega athletes like Lionel Sanders and Taylor Knibb, to name a few. Show Notes: Pat Lemieux: https://www.linkedin.com/in/patrick-lemieux-5a9aa91a6/ Lemieux Group: https://www.lemieux.group/ Lionel Sanders...
2024-12-241h 14Second NatureZip Allen: Strava's Year In SportChief Business Officer of Strava, Zip Allen, joins the podcast to talk about Strava's Year In Sport, how Strava approaches product design, and the future of the platform. We dive into the unique partnership approach that Strava pursues and how Zip's past work is informing the future of Strava. Show Notes: Zip on LinkedIn: https://www.linkedin.com/in/zipporah-allen-6282721/ Strava: https://www.strava.com Strava Year In Sport: https://press.strava.com/articles/strava-releases-annual-year-in-sport-trend Larissa Rivers: https://www.linkedin.com/in/larissarivers/ Strava Partners: https://partners.strava.com/ VeloViewer: https://veloviewer.com/ LaCol Cycling: https://lecol.cc/pages/le-col-tour-strava-challenge...
2024-12-2056 minSecond NatureSpeedland: What Happens Next?Kevin Fallon and Dave Dombrow join Second Nature today to talk about the evolution of Speedland from the early days of starting up until now. They've passed through multiple inflection points on their journey to establish the brand, and this discussion digs into the topics of focus and discipline as they build both the brand and the business. Show Notes: Speedland: https://www.runspeedland.com/ The Running Event: https://www.therunningevent.com/ Birkenstock Speedlands: https://www.instagram.com/p/C3seRioLqy3/ Everyone makes everything: https://www.hereandthere.club/post/everyone-makes-everything Under Armour x Speedland Collab (Infinite Mega): https://meta-endurance.com...
2024-12-171h 00Second NatureBehind The Most Viral Sports Videos Stu Thomson, Founder/CEO of Cut Media, joins Second Nature to talk about the way his creative and production agency works with athletes, and how that flywheel opens doors for everyone to produce their best work. Cut Media has produced viral sports sensations like Danny MacAskill's Imaginate (94M views), The Ridge (80M views), F1 vs Drone (24M views) and plenty more. Show Notes: Stu Thomson: https://www.linkedin.com/in/stuthomson/ Cut Media: https://cutmedia.com/ Industrial Revolutions: https://www.youtube.com/watch?v=ShbC5yVqOdI Inspired Bicycles...
2024-12-131h 02Second NatureThe Value of B2B Partnerships In The Outdoor IndustryMichael Peters, Director of Corporate Partnerships for KOA, joins the podcast this week to share his perspective and experience around B2B partnerships. We talk about value exchange, growth vs credibility partnerships, and the best way to do cold outreach for partnerships. Show Notes: Michael Peters: https://www.linkedin.com/in/michael-peters-300782b/ KOA: https://koa.com/ Outdoor Hospitality Report 2024: https://koa.com/north-american-camping-report/ Holo Footwear: https://holofootwearinc.com/collaborations/koa-campgrounds/ Hest: https://hest.com/ Sensible Weather: https://www.sensibleweather.com/ USA Bobsled Team: https://rvbusiness.com/koa-renews-partnership-with-usa-bobsled-skeleton-team/ KOA x NASCAR: https://ownakoa.com/2024/11/20/kampgrounds-of-america-inc-partners-with-jr-motorsports-bringing-camping-to-the-racetrack/ Connor Zilisch: https://www.instagram...
2024-12-101h 03Second NatureMel Strong: From Nike to Next Ventures From Nike to Next Ventures, Mel Strong has mentored talent from every end of the spectrum - leading giant teams at Nike in their women's, running and skateboarding divisions, and now investing in early stage startups through Next Ventures. We dig into her history at Nike, and how that informed and motivated a big shift to the world of venture capital. In the outdoor industry, understanding the impact of a VC has many pros and cons, and in this podcast, we tackle both sides of it. Mel Strong: https://www.linkedin.com/in/melanie-strong/
2024-12-061h 06Second NatureDecoding The Difference: Outdoor + Cycling Audiences Doug Baker from Shift Active Media joins the podcast to share the research data from their most recent study. In this podcast, we talk about the overlaps and differences between audiences in the world of cycling and outdoor - as well as what brands should do with that information. Show Notes: Shift Active Media: https://www.shiftactivemedia.com Doug Baker: https://www.linkedin.com/in/doug-baker-244407b/ Steve Holmberg: http://www.stephenholmberg.com
2024-12-031h 01Second NatureEmergency Pod: The Running Event Recap The Running Event in Austin, Texas just concluded, so we have event attendee and frequent contributor Steve Holmberg back on the podcast to break down all the insights and standouts at TRE. We also dive into the vibe of the event, some surprising brands, and what was potentially missing from this year's event. Show Notes: Insight Accelerator: https://www.stephenholmberg.com/ The Running Event: https://www.therunningevent.com/ Satisfy Running: https://satisfyrunning.com/ Bandit: https://banditrunning.com/ Puma Running: https://us.puma.com/us/en...
2024-11-2958 minSecond NatureHow Zwift Is Investing In Women's SportsKate Veronneau joins Second Nature to talk about Zwift's partnership with the Tour de France Femmes Avec Zwift and the history of Zwift's involvement getting women on bikes and supporting athletes through programs like Zwift Academy. Show Notes: Kate Veronneau: https://www.linkedin.com/in/kateveronneau/ Bicycling article about Kate: https://www.bicycling.com/culture/a46030980/riders-of-the-year-star-kate-veronneau/ Zwift Academy: https://zwiftinsider.com/academy-winner/ Leah Thorvilson: https://www.instagram.com/leahthorvilson/ 2020 Virtual Tour de France: https://www.letour.fr/en/virtual-tour-de-france Off The Maap Series: https://www.zwift...
2024-11-2656 minSecond NatureSports On Substack: Insights + Best PracticesWe use Substack to power the Second Nature newsletter, and on today's podcast, we are joined by our man on the inside, Austin Tedesco. In this episode, he shares insights and best practices from the world of sports content creation (and beyond). Show Notes: Substack: http://www.substack.com Austin Tedesco: https://www.linkedin.com/in/austin-tedesco-90248a59/ Lenny: https://substack.com/@lenny Feed Me: https://www.readfeedme.com/ Semafor article about Emily: https://www.semafor.com/article/11/17/2024/feed-mes-emily-sundberg-and-her-studio-mindset Ethan Strauss: https://substack.com/@houseofstrauss Mark Stein: https://marcstein.substack.com/ Laura Riley: https://substack.com...
2024-11-221h 01
The Freetrail Podcast with Dylan BowmanAaron Lutze | Contract Season & The Pro Athlete Blueprint (REPLAY) Aaron Lutze is a creator and sports marketing savant. He's also a dear friend and mentor who has had an enormous impact on my career as an athlete and content creator. Aaron recruited me to Red Bull and acted as my manager for many years. He's recognized as one of the best sports marketers in the industry. Now, Aaron and I co-host another podcast called Second Nature where we talk about the Outdoor Industry, endeavoring to help people build brands, businesses, and careers in the space. In this conversation, we talk about the past and present of...
2024-11-211h 22Second NatureGrab Bag & Galaxy BrainstormingAnother classic bro-pod with Aaron and Dylan, running through a grab bag of topics from the response to our latest episode with Outside's CEO to some galaxy brain ideas that will surely impact the outdoor industry. We pulled a few more questions from the AMA list as well, not to mention a huge opportunity for someone to capture the job of the week. Show Notes: Second Nature Slack: https://www.launchpass.com/second-nature Robin Thurston Podcast: https://youtu.be/B6GZn1TrrBE The SF Peninsula: https://www.thesanfranciscopeninsula.com/ ...
2024-11-191h 03Second NatureTime To Get Serious: Simon FreemanSimon Freeman from Like the Wind, one of the original (and best) running media publications joins the podcast to talk about the early days of LtW and how he balanced it with the rest of his life and responsibilities (including being CEO and exiting his other company) over the past ten years. Simon has also created a special LtW Discovery Offer for listeners/viewers of Second Nature, which you can redeem here: http://bit.ly/ltw-SecondNature Show Notes: Like the Wind: https://www.likethewindmagazine.com/ Rouleur Magazine: https://www.rouleur.cc/
2024-11-151h 08Second NatureThe Vision of OutsideRobin Thurston, CEO of Outside, joins Second Nature for a discussion about the focus on supporting the entire ecosystem and experience for every user on the platform. We dig into what it means to build the vision of Outside and how that translates in a meaningful way (and how difficult it can be to achieve). Show Notes: Outside: https://www.outsideinc.com/ Outside Online: https://www.outsideonline.com/home Trailforks: https://www.trailforks.com/ Gaia GPS: https://www.gaiagps.com/ Map My Fitness: https://www.mapmyfitness.com/us/
2024-11-121h 02Second NatureSecond Nature Turns 50 - Ask Us AnythingWe made it! 50 episodes deep and we are just getting started. To celebrate this milestone, Dylan and Aaron fielded 10 questions from the Slack Channel for this special edition "Ask Me Anything" episode. A big thank you to everyone in the Second Nature Slack that contributed questions, and thank you to everyone who has been following along with the podcast. We are grateful for your support! Show Notes: Compass and the Nail: https://amzn.to/3UK2nJv The Creative Act: https://amzn.to/3UK2nJv Radical Acceptance: https://amzn.to/4eh9r7...
2024-11-081h 09Second NatureHow SENDY Is Closing The Loop On Outdoor GearIan deQueiroz founded SENDY with action sports icons Travis Rice and Cameron Zink, and it's a platform where outdoor enthusiasts can buy or rent gear for nearly every outdoor activity imaginable. But there is so much more to this process than just posting up a buy/sell forum with gear, and Ian shares a mountain of insights about finding the right partners, technical stack, and maintaining community. We also learn how AI is becoming part of the process, and in the process, we uncover another strong contender for our galaxy brain concept from a few episodes back. ...
2024-11-051h 02Second NatureWhat It Takes To Produce Red Bull RampageTwenty-three years ago, Todd Barber and a handful of freeride mountain bikers started an event that opened the doors to one of the most exciting disciplines in the sport. Red Bull Rampage has made a huge impact, and Todd and his team are continuing to grow the sport through the launch of Natural Selection - Bike, an event that is slated to launch next year in Queenstown. Throughout this discussion, we talk about the struggles and successes of putting together some of the biggest and most impactful events in the sport of mountain biking - including key moments of...
2024-11-011h 00Second NatureThe New NNormal: Building An Outdoor BrandSito Luis Salas and Jordi Lorenzo sit down with Second Nature to talk about the formation of NNormal, the importance of Kilian Jornet's involvement, and the future of the brand. In this unfiltered discussion, we dive into the triumphs and struggles of building a brand - as well as the power of content as "oxygen" to aid growth. Show Notes: NNormal: https://www.nnormal.com/ Kilian Jornet: https://www.instagram.com/kilianjornet/ Lymbus: https://www.lymbus.com/en Camper: https://www.camper.com/ The Alpine Connections: https://blog.nnormal.com/alpine-connections-completed/ Elhousine Elazzaoui: https://www.youtube.com/watch?v=DKjG8...
2024-10-2954 minSecond NatureGalaxy Brain Ideas From ChinaAaron is back from his trip to China where he saw the frictionless world of the "everything app". But how could we turn this concept into a Galaxy Brain concept for the Outdoor Industry? We also dive into Allyson Felix's new agency, the New York Times article about women riding at Red Bull Rampage, and Nike's decision to bring back ACG. Show Notes: Allyson Felix - Always Alpha: https://variety.com/2024/biz/news/always-alpha-allyson-felix-womens-sports-management-dolphin-1236170273/ Allyson's Shoe Company: https://saysh.com/ The Fame Gap - Female Athletes (thank you Rachel Clayton for...
2024-10-2557 minSecond NatureBrand vs Performance MarketingJonathan Levitt joins the pod today to dig into the difference between brand marketing and performance marketing - and the impact that they make on both sides of the industry. As someone who works on the brand side, but also as a successful podcaster, Jonathan has a unique perspective on both approaches to growing brands. Show Notes: For The Long Run - Jonathan Levitt's Podcast: https://forthelong.run/ Zach Miller: https://www.instagram.com/zachmiller38/ Mario Fraioli: https://themorningshakeout.com/ ROI vs ROAS: https://www.indeed.com/career-advice/career-development...
2024-10-221h 01Second NatureGoing Rogue: The Adventure Tourism EconomyMichael Mazzara, owner of Rogue Expeditions and Halfmarathons.net joins us to talk about what he believes to be a new frontier in the world of trail running. His belief that runners don't always need a race to prepare for, and the opportunity to deliver something new and exciting, is at the core of where he is headed with Rogue Expeditions. Show Notes: Halfmarathons.net: https://www.halfmarathons.net/ Rogue Expeditions: https://www.roguexpeditions.com/ Backroads Travel: https://www.backroads.com/ Davine: https://www.davinetravels.com/ Marathon Tours Agency: https://marathontours.com/en-us/ Run The Alps: https://runthealps.com/ CTS...
2024-10-181h 07Second NatureThe Power Crystal of the Outdoor IndustryErin Sprague is the CEO of Protect Our Winters (POW) and joins us on the podcast to talk about POW's mission and vision - and everything in between. We get insight into the business imperatives behind this mission and how best to talk about climate change in a new and insightful way. Protect Our Winters is working on so many fronts, and Erin decontructs the effort in a way that helps us understand the breadth and depth of everything that they are pushing forward - truly an incredible feat. Links: Protect Our Winters: https://protectourwinters...
2024-10-1557 minSecond NatureThe Emergence of Outdoor Sports EpicentersPeter Abraham joins the podcast today to talk about the emergence of outdoor sports epicenters around the world, and what needs to be true in order for these locations to exist (spoiler: it's more than just mountains). We also go deep into the ways that coaching and leadership are changing, and how the cultural trend of joy is making an impact on brands, content and athletes. Links: Peter Abraham: https://abrhm.com/ Bentonville: https://www.youtube.com/watch?v=uWWzqZbZYLo Howler Bike Park (Aaron's new video): https://youtu.be/4T9tpokmqCI ...
2024-10-111h 01Second NatureDemystifying The Future Of The Outdoor IndustryToday's podcast is the ultimate example of cross-pollination. On Second Nature, we frequently talk about the value of connecting with people in adjacent industries, and that you get to have a glimpse into the future of your own industry. The people who are best at predicting shifts in an industry are typically the winners. What better way to do that than to identify an industry that's ahead of you and ask every possible question you can come up with? Today's guest is Travis Wannlund, who just finished up a huge run as the...
2024-10-081h 08Second NatureThe Infinite Game Of Outdoor MediaDylan and Aaron dig into the details of each other's business and call out areas of opportunity for both Super Rider and Freetrail. This episode is part galaxy brain, part therapy session as they publicly share details about the struggles and triumphs of owning media businesses in the outdoor space. Using the concept of Simon Sinek's book "The Infinite Game", this podcast helps put a filter on decision making and how to move forward with business in the outdoor industry. Links: Simon Sinek - The Infinite Game: https://amzn.to/3N9JD23 Freetrail...
2024-10-041h 19Second NatureStepping Into Oiselle's CEO Role with Arielle KnutsonArielle Knutson is the CEO of Oiselle, a running apparel brand for women, by women. In the podcast, we talk about her journey that started as a member of Oiselle's ambassador program, and how she found her way into the Outdoor Industry. Links: Oiselle Arielle Knutson on LinkedIn Oiselle Director of Marketing Role Morning Brew article about Arielle's brand going viral on TikTok Aaron's favorite cottage cheese pancake recipe NYT Bestselling Author and Oiselle athlete Lauren Fleshman Alexis Ohanian> BPC: Ironman...
2024-10-011h 01Second NatureNike CEO Swap & The End of GorpcoreNike has a new incoming CEO and we've got our resident Nike expert, Steve Holmberg, joining us for the podcast to talk about what this means for Nike - and maybe more importantly - what that could mean for the Challenger Brands that have taken advantage of the opportunity that Nike's misstep has created. As a 17-year veteran of Nike, Steve had some interesting thoughts on how this incoming CEO news was received, and what Elliott Hill must do in the next year to get Nike back on track. Following our Nike discussion, Steve sticks around to...
2024-09-271h 08Second NatureBusiness Is HardDylan and Aaron dig in to the real issues that they face as business owners and content creators, and the tactics that they might pursue to push past their current boundaries. They also riff on a "Galaxy Brain" idea that is sure to bring out some strong opinions and ideas of how best to support deserving athletes in the outdoor space. After that, it's a deep dive into an article titled "The End Of Big Surf" and the cautionary tale that could apply to outdoor sports in the future. The episodes wraps up as always with Job of the...
2024-09-2456 minSecond NatureBrands and Athletes at UTMBDylan is back from UTMB with all the stories to share about the event - and more specifically, all the brands and athlete stories from the week. We run through all the top brand and product launches, discuss the key moments of the week, and dive into Dylan's Extremely Scientific Top 3 Athlete Kit Ranking. Also discussed was the ambush marketing on display and some of the new brands that appeared this year at the event. Links: Freetrail UTMB Trailgating: https://www.youtube.com/playlist?list=PLzJmxVu-7Gn8TNh-hsJG1DpPdh4TSq-ST Hoka at UTMB: https://www.hoka.com...
2024-09-201h 06Second NatureHow Red Bull Rampage Made A Huge Step ForwardWe are on the cusp of a meaningful inflection point in the world of mountain biking. For the first time in its 20+ year history, Red Bull Rampage will welcome an entire field of women to the event. This wasn't a snap decision, it came from dedicated people like Katie Holden, who worked with the brand, the event organizers, and the riders to create the momentum to make this a reality. In this podcast, we dig into the backstory of how this came to be - and we have an unfiltered conversation about the struggles and successes that eventually unlocked...
2024-09-171h 08Second NatureThe State Of Outdoor Specialty RetailMatt Sharkey rejoins the podcast for this week's dive into outdoor industry news. We start with the state of the industry for outdoor retail. Matt and Aaron go deep on specialty retail and some of the emerging brands in the space - including a brand called Satisfy, who just made an interesting hire to expand their offering to include footwear. Building on that conversation, we explore which "Challenger Brand" is most likely to unseat Nike at the top (and if it could even be possible). Next, we dive into an acquisition in the metabolic health space, followed by our...
2024-09-131h 13Second NatureContent Collaboration Masterclass with Jess The MakerJess The Maker is an internet sensation from the mountain bike world, creating fun and accessible content that connects riders of all skill levels and makes the newest members of the sport feel welcome. In just two years, she's developed a massive following, which has turned content creation into her career. In this episode, she shares insights for content creators and brands alike - everything from pitching partnerships to best practices for collaboration. Aaron was taking notes the entire episode - you might want to grab a pen and paper for this one, too. Show Notes:
2024-09-111h 04Second NatureWhy Brands Are Suddenly Focused On PerformanceToday on the podcast, we're digging into the reason why brands are switching from athleisure and fashion-based products back into performance styles. Our good friend Steve Holmberg joins us again this week to also discuss the acquisition of MapMyFitness by Outside+ as well as a shift in big box retail chains globally. If you want to join the Second Nature Slack Channel (it's free), hit up this link here to get access. Links: The North Face's Innovative Offtrail Sneaker Features Kevlar Reinforcements, Speed-Lacing and a Hefty Tread Lululemon Pulls Breezethrough Leggings Line, Stock Price Targets Cut | SGB Media Online Foot...
2024-09-0658 minSecond NatureThe Athlete Who Solved RetailJamie O'Brien is a legendary surfer, content creator, and now owner of multiple retail locations throughout Hawaii and California. The Jamie O'Brien Surf Experience builds on the momentum that Jamie has developed over the past decade of producing films and YouTube content. After experiencing one of Jamie's retail locations in Hawaii firsthard, Aaron recounts his experience to fellow athlete content creator Eric Lagerstrom to break down everything he learned. After a bit of backstory as to how Jamie got here, Aaron and Eric dive into how they might apply those same lessons to other sports. Links: Jamie O'Brien Surf Experience Jam...
2024-09-0352 minSecond NatureEx-Nike Employee: The Industry UpheavalSteve Holmberg joins Aaron this week on the Friday podcast to fill in for Dylan while he's out of the country at the super bowl of trail running, UTMB. Steve was a director of strategy and consumer insights at Nike for the past 17 years, and has a wealth of knowledge and experience to pull from during this session, giving context to the latest in outdoor industry news and prompting some galaxy brain discussions as well. Show Notes: Stephen Holmberg on Linked In StockX: Jordan and Nike down double-digits Kevin Plank can't let go of Under Armour Has running gear gone...
2024-08-301h 01Second NatureGetting Into (And Out Of) The Outdoor IndustryMatt Sharkey joins the pod! Our good friend and mentor with a wealth of experience and insight from a career in and out of the Outdoor industry was in town for a special chat to lay the groundwork for what we hope will be many, many more appearances. As someone who has worked in skate, music, retail, softgoods, tech, CPG and ran his own agency, his perspective on building a career is one-of-a-kind. Sharkey is another great example of someone who has raised their hand on multiple occasions, and opportunities have come his way as a result. BPC Links...
2024-08-271h 14Second NatureArc'Teryx Footwear Growth & Evolving Athlete Team ModelsThis we discuss the latest earning announcement from Amer Sports and specifically about the massive momentum for Arc'Teryx driven by growth in their footwear division. Next we talk about the Factory Racing team vs Privateer model in mountain biking and how the factory racing team format could be adopted by other sports – a great back and forth conversation with at least a few galaxy brain ideas. Of course we finish with BPC where we send you off with some great stuff we noticed this week. Links:
2024-08-231h 01Second NatureHow Oura's Product Design Goes Far Beyond AthletesIf you've ever used an app to track your movement, there's a solid chance that today's guest had a hand in developing it. Maris Jameson's approach to product design and her story of how she got here is just as inspiring as it is thought-provoking. While Maris's journey started in footwear design, she made some interesting pivots along the way to find her true calling. With experience at MapMyRun and Nike Fit Club, she now works as a product designer at Oura, where she impacts millions of users from professional athletes to those of us who are just taking t...
2024-08-201h 11Second NatureBuilding A Content Strategy Playbook For EventsThis week we break down the Athlete and Brand panel from Trailcon, and how we'll continue to build on that conversation. Aaron and Dylan expand on their experience working together in the same context when Dylan was signed on Red Bull. We follow that up with a discussion about Freetrail's upcoming media plan for UTMB, and Aaron shares a new content strategy that Dylan and the team can employ at future events to broaden the reach of their content in mid- and short-form offerings. We move from there to a discussion about "Nostalgia Culture" and its impact on the...
2024-08-161h 09Second NatureHow Jess Fiaschetti & OutsidePR Help Outdoor Brands Succeed Jess Fiaschetti is the President of OutsidePR, a boutique public relations firm specializing in the outdoor and endurance sport markets. They represent brands like HOKA, Cotopaxi, Red Bull, Wild Rye, Oiselle, Sun Valley Resort, among many others. We talk about OutsidePR's expansion to the Australian and New Zealand market, building long-term relationships with clients, what makes the outdoor space unique for PR, how the changes in media are impacting PR generally, how to measure ROI for clients, and a lot more! Links: Wild Fang's Debbie Harry capsule -- Lutze's BPC Cotopaxi Founder Davis Smith on HIBT (firs...
2024-08-1357 minSecond NatureCourtney Dauwalter's Signature Shoe & Olympic Outdoor Sports Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. This week we talk about Strava jockeys, Courtney Dauwalter's signature shoe, the impact of the Olympic games on outdoor sports, and have a job of the week at the end. As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a couple fun things to check out. Links: Strava Jockeys Courtney Dauwalter's signature shoe Yeti Map the Gaps FOLLOW OUR LINKEDIN PAGE FOLLOW US ON INSTAGRAM SUBSCRIBE T...
2024-08-091h 02Second NatureHow Ian Gates Helps Outdoor Brands Protect Intellectual Property Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. This week we speak with Ian Gates from KRDG Law, an intellectual property law firm based in Portland, OR that works with many outdoor brands to navigate the trademark and patent process, protecting their IP in the marketplace. We talk about the importance of protecting IP, the difference between trademarks, patents, and copyrights, and provide some practical examples from Ian's client base. As usual we finish with Brand, Product, Content (BPC) where we leave l...
2024-08-061h 03Second NatureUltrarunning Magazine Acquisition & HOKA's Massive QuarterSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. This week we discuss Steep Life Media's recent acquisition of Ultrarunning Magazine, a recent NYT article about the thriving world of niche print outdoor magazines, and the massive earnings announcement from HOKA and Deckers. As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a couple fun things to check out. Links: Steep Life Media buys Ultrarunning Mag NYT article on print magazines Deckers earnings Small...
2024-08-0256 minSecond NatureHow Michael Brandt Built An Eight-Figure Ketone Empire Michael Brandt is the Co-Founder and CEO of Ketone IQ -- a cutting edge ketone supplement that has become incredibly popular in the world of endurance sport and has grown into an eight figure business. Michael is also a passionate athlete, 2:40 marathoner, and computer scientist who synthesizes all his life experience into his business career. Ketone IQ has also been a great partner of Freetrail -- Visit ketone.com/freetrail30 to get 30% off your subscription of this game changing product.
2024-07-311h 12Second NatureRenegade Running, Nike's Olympic Ad, & Super Rider's International ExpansionSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. This week we discuss Renegade Running's expansion to SoCal, Nike's new Olympic ad spot, & Super Rider's expansion into the chinese MTB market. We also discuss a couple open roles at Red Bull and lululemon. As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a coupel fun things to check out. Links: Renegade Running's Fundraising Nike Ad Red Bull job lululemon job Bandit's Olympic kit FOLLOW...
2024-07-2554 minSecond NatureHow Brendan Madigan builds community through outdoor retail & events Brendan Madigan wears a lot of hats in the outdoor industry. He's the owner of Alpenglow Sports, an outdoor specialty retailer in Tahoe City, CA, and the Race Director of Broken Arrow, one of the biggest trail races in North America. Brendan is also a partner of TrailCon, the trail running conference we've discussed on the podcast many times. Topics: Brendan's background The beauty and challenge of retail businesses Building community The space for product disruption The importance of being a practitioner Brendan's events: Speaker Series and Broken Arrow TrailCon BPC! American Flannel American Giant Anthill Pr...
2024-07-231h 13Second NatureCanyon's Partnership with LeBron James & Red Bull's Revolutionary Athlete StrategySecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. This week we discuss Canyon Bicycles and their recently announced partnership with LeBron James. Then we talk about Aaron's recent trip to Red Bull HQ and some learnings from the visit. We discuss a big open role in the outdoor industry - Global VP of Footwear for The North Face. As usual we finish with Brand, Product, Content where we have a fun overlap this week. Links: LeBron x Canyon Global VP of Footwear, TNF On's Lightspray How I Built...
2024-07-191h 00Second NatureHow Eric Lagerstrom Created The TTL Brand On this week's episode, we speak with an athlete who developed a brand and content empire that is taking the multisport world by storm. It's called That Triathlon Life and Eric Lagerstrom is the man behind the brand, the camera, and when you can't find him there, he's likely on a podium somewhere. Eric's partner Paula Findlay is instrumental in the brand as well, not only on camera, but guiding the development and decision making progress as they collectively build one of the most sought after brands in the triathlon world. She's absolutely crushing the T100 series at the...
2024-07-161h 05Second NatureOutdoor Business Trade Offs & Bandit Running's Big WinSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we catch up on our recent projects for Freetrail and Super Rider. Then we debrief on episode #15 with Kyle Siegel, exploring some takeaways from Raide Research's strategy. Then we talk about Bandit Running's recent brand activation around the US Olympic Trials and finish with Brand Product Content. Links: FOLLOW OUR LINKEDIN PAGE FOLLOW US ON INSTAGRAM SUBSCRIBE TO OUR YOUTUBE CHANNEL SUBSCRIBE TO OUR NEWSLETTER Setting the Table Freetrail bucket hat
2024-07-1259 minSecond NatureStarting an Outdoor Brand: Raide ResearchIn this episode, we dive deep with the founder of Raide Research, a new brand in the outdoor space. Kyle Siegel has a wide-ranging resume from Space X to Snapchat to North Face and DB. He breaks down everything it took to get Raide off the ground - and where he's going to go with it now that he's got things in motion. A big thank you to Kyle for willing to break down all the hard lessons he's learned so far on his journey. For many of us in the outdoor industry (and those wanting to join), the...
2024-06-281h 08Second NatureAthletes Transcending Sport, Shaun White, Snow League, & Nyjah HustonSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we explore the theme of athletes who have transcended their sports. We talk about Shaun White's recent announcement of a new winter sports league, Michael Johnson's Grand Slam Track, and Nyjah Huston's impact on skateboarding. Links: FOLLOW OUR LINKEDIN PAGE FOLLOW US ON INSTAGRAM SUBSCRIBE TO OUR YOUTUBE CHANNEL SUBSCRIBE TO OUR NEWSLETTER
2024-06-211h 14Second NatureRed Bull Rampage, Unbound Gravel, & The Rise of Disruptor BrandsSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we talk about the UCI World Cup, Red Bull Rampage, Unbound Gravel, and the rise of disruptor brands. As usual, we finish with Brand, Product, Content (BPC). Links: SUBSCRIBE TO OUR YOUTUBE CHANNEL SUBSCRIBE TO OUR NEWSLETTER Commencal Bikes XGames Real MTB Speedland Footwear
2024-06-141h 08Second NatureBuilding An Outdoor Media Empire - Ryan ThrowerIf you've listened to or watched any trail running content in the past few years, there's roughly a one in three chance that Ryan Thrower had something to do with it. In this episode of Second Nature, we talk about how he got into the outdoor industry as a founding member of the Freetrail media empire, and how developing a durable skill like photography and videography helped open some big doors along the way. Ryan's BPC: @JomboyMedia - @TalkinBaseball Aaron's BPC: @digspaghetti video breakdown of Make It Count: https://www.youtube.com/watch...
2024-06-071h 15Second NatureThe Playbook For Outdoor Events: Tim Tollefson"If you want to have an incredible event experience, go to an event run by an athlete." That was the advice that Rebecca Rusch offered up in Episode 9 of Second Nature, so on this episode, we're speaking with trail running legend Tim Tollefson about mammoth trailfest. As an athlete, he's built this event from scratch, and now he's here to share everything he's learned - which would apply to anyone trying to start their own event, no matter the sport. mammoth trailfest.: https://www.mammothtrailfest.com/ Tim's BPC: https://www.instagram.com/p...
2024-05-311h 20Second Nature#10 | Audience Led Products, Camp Strava, & TrailCon Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we talk about Aaron's podcast with Rebecca Rusch and some of the top takeaways, Freetrail's launch of TrailCon last week, audience led products with athletes and influencers, Camp Strava, and finish with Brand, Product, Content (BPC). Links: SUBSCRIBE TO OUR YOUTUBE CHANNEL SUBSCRIBE TO OUR NEWSLETTER TrailCon Follow @kweinbydesign
2024-05-241h 14Second Nature#9 Rebecca Rusch | Outdoor Industry LegendRebecca Rusch is a legend in the outdoor industry. She has conquered and become world champion in multiple outdoor and endurance sports as an athlete, and along the way has blazed a meaningful trail for athletes who aspire to follow her footsteps with their own careers, businesses, events, charities, speaking engagements and Emmy award-winning films. In this episode, Rebecca opens up about her journey, the lessons she's learned along the way, and gives us a glimpse into what's on the horizon. I had the pleasure of working with Rebecca as her Athlete Marketing Manager during our time together at...
2024-05-171h 13Second Nature#8 | Creator Lessons, Athlete Retirement, On Running Performance Outdoor Job Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we talk about Aaron's trip to Europe, where he collected his YouTube silver play button, fatherhood's impact on career, Andre Agassi's book and athlete retirement, the Director of Performance Outdoor job at On running, and finished with Brand/Product/Content (BPC). Links: SUBSCRIBE TO OUR YOUTUBE CHANNEL SUBSCRIBE TO OUR NEWSLETTER Andre Agassi's book Open Director Product Strategy Performance Outdoor Citymapper App Malbon Golf The Golfer's Journal Podcast with Stephen Malbon
2024-05-101h 04Second NatureMike Rogge | Editor & Owner of Mountain Gazette Mike Rogge is the Editor/Owner of Mountain Gazette, a print publication celebrating mountain sports and outdoor culture. The magazine has a long and fascinating history, which we discuss in the show. Mike took over as the owner in 2020 and has overseen a revitalization of the brand, enjoying tremendous growth in his years at the helm. This episode was recorded at the end of September 2023, just before the 200th edition of the magazine. MG #201 is expected to ship in the next week or so. Go subscribe now! Topics discussed: Mike's personal history Mountain Gazette's legacy Investing in print when the mediu...
2024-05-031h 02Second Nature#6 | Sea Otter Classic, Nike, Portland Manufacturing, & Jobs DataSecond Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode, we talk about the Sea Otter classic, the massive bike race and tradeshow in Monterrey, CA. Aaron was there and shared some of his takeaways. Then we talk about some news out of Portland, OR including Nike's hybrid work model, layoffs, a new $125 million investment in a footwear and apparel manufacturing center, and some jobs data from the big performance brands. As usual, we finish with Brand, Product, Content (BPC).
2024-04-261h 052024-04-191h 09Second Nature#4 | Business Lessons, Popularity of Women's Sport, & Scott Sports Fiasco Second Nature is a weekly podcast about the business of Outdoor, Action, and Endurance sport, hosted by Dylan Bowman and Aaron Lutze. In Episode #4, we start with some lessons about how to break into the industry and learnings from our careers. Then we talk about the Women's College Basketball Final Four and how it maps to trends in Outdoor women's sport. We discuss the leadership battle at Scott Sports, and finish Brand/Product/Content, our traditional closing segment. Links: Second Nature Newsletter Second Nature YouTube Channel The Gist Scott Sports leadership battle DJI Action Cam Gorg...
2024-04-121h 03Second NatureEpisode #3 | The State of Skiing & Lessons For Athlete Creators Second Nature is a weekly podcast about the business of Outdoor, Action, and Endurance sport, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we discuss the state of the ski industry and tick through Aaron's five lessons from eclipsing 100k subscribers on his YouTube channel. We finish with brand, product, and content recommendations. Links: Death to Ski Resorts? Can Reed Hastings Disrupt Skiing? Super Rider YouTube Rabbit Dream Chaser Live To Ride Second Nature Newsletter Second Nature YouTube C
2024-04-051h 05Second NatureEpisode #2 | Future of Second Nature, Rich Roll's Podcast Network, & Crankworx Athlete Strike Second Nature is a weekly podcast about the business of Outdoor, Action, and Endurance sport, hosted by Dylan Bowman and Aaron Lutze. In Episode #2, we discuss the vision for the future of Second Nature, Rich Roll's new podcast network, Voicing Change, the Crankworx athlete strike, and finish with Brand, Product, Content -- our recommendations to send you off into the weekend. Links: Voicing Change Crankworx Mark Taylor's Crankworx Post Second Nature Newsletter Second Nature YouTube Channel The Barkley Marathons Sean Feeney on Invest Like The Best Listen to Episode #1
2024-03-291h 03Second NatureEpisode #1 | The Business of FURTHER & Kevin Plank's Return as Under Armour's CEO This is episode #1 of Second Nature. A new media project from Dylan Bowman and Aaron Lutze, Second Nature focuses on the business of outdoor -- providing analysis and commentary on what's evolving in the outdoor, action, and endurance sport market. In the first episode tackle the following products: Business planning process for FURTHER The challenge of being authentic in a new category and with a new consumer Developing footwear as a world-class apparel brand The danger of losing focus on lululemon's core markets of yoga and athleisure The vision, marketing, and distribution of FURTHER What lululemon could have do...
2024-03-2255 minThe Freetrail Podcast with Dylan BowmanAaron Lutze | Contract Season & The Pro Athlete Blueprint Aaron Lutze is a creator and sports marketing savant. He's also a dear friend and mentor who has had an enormous impact on my career as an athlete and content creator. Aaron recruited me to Red Bull and acted as my manager for many years. He's recognized as one of the best sports marketers in the industry and now shares all his insights publicly through a new YouTube channel called Super Athlete. In this conversation, we talk about the past and present of athlete partnerships, the reasons brands sponsor athletes, the value of creating longform content, audience...
2023-11-281h 20
The Freetrail Podcast with Dylan BowmanAaron Lutze | The Other Side of Professional Sports Aaron Lutze is my Athlete Marketing Manager at Red Bull. That makes him my boss, but he's also been an amazing friend and mentor over the formative years of my career. He has unique insights into the past, present, and future of sports marketing in the ever-evolving competition and media environment. We talk about Aaron's background, his career trajectory, the complexity of working with athletes, the future of pro sports and athlete marketing, his introduction to ultrarunning, his new YouTube channel, and more! Follow Aaron on IG Subscribe to Aaron's YouTube Channel Supplement Sommel...
2020-12-121h 03