PODCAST

Second Nature

Dylan Bowman & Aaron Lutze

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

business

All Episodes

01:14:11

Getting Into (And Out Of) The Outdoor Industry

Second Nature ·

2024/08/27

Matt 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

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01:01:28

Arc'Teryx Footwear Growth & Evolving Athlete Team Models

Second Nature ·

2024/08/23

This 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.

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01:11:59

How Oura's Product Design Goes Far Beyond Athletes

Second Nature ·

2024/08/20

If 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

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01:09:22

Building A Content Strategy Playbook For Events

Second Nature ·

2024/08/16

This 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

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57:48

How Jess Fiaschetti & OutsidePR Help Outdoor Brands...

Second Nature ·

2024/08/13

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,

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01:02:04

Courtney Dauwalter's Signature Shoe & Olympic Outdoor...

Second Nature ·

2024/08/09

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

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01:03:26

How Ian Gates Helps Outdoor Brands Protect...

Second Nature ·

2024/08/06

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

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56:53

Ultrarunning Magazine Acquisition & HOKA's Massive...

Second Nature ·

2024/08/02

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 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:

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01:12:58

How Michael Brandt Built An Eight-Figure Ketone Empire

Second Nature ·

2024/07/31

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.

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54:40

Renegade Running, Nike’s Olympic Ad, & Super Rider’s...

Second Nature ·

2024/07/25

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 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

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01:13:07

How Brendan Madigan builds community through outdoor...

Second Nature ·

2024/07/23

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

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01:00:37

Canyon's Partnership with LeBron James & Red Bull's...

Second Nature ·

2024/07/19

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 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

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01:05:13

How Eric Lagerstrom Created The TTL Brand

Second Nature ·

2024/07/16

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 is the ultimate case study of a project-based athlete, creating a community of like-minded people who follow his content and support his dream. That Triathlon Life is arguably one of the biggest

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59:17

Outdoor Business Trade Offs & Bandit Running's Big Win

Second Nature ·

2024/07/12

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 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

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01:08:43

Starting an Outdoor Brand: Raide Research

Second Nature ·

2024/06/28

In 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 dream

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01:14:42

Athletes Transcending Sport, Shaun White, Snow...

Second Nature ·

2024/06/21

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 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

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01:08:06

Red Bull Rampage, Unbound Gravel, & The Rise of...

Second Nature ·

2024/06/14

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 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

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01:15:59

Building An Outdoor Media Empire - Ryan Thrower

Second Nature ·

2024/06/07

If 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

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01:20:28

The Playbook For Outdoor Events: Tim Tollefson

Second Nature ·

2024/05/31

"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.:

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01:14:50

#10 | Audience Led Products, Camp Strava, & TrailCon

Second Nature ·

2024/05/24

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

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Second Nature

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