PODCAST

Second Nature

Dylan Bowman & Aaron Lutze

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

business

All Episodes

53:58

Episode 69: Pit Viper & The Joke That Went Too Far

Second Nature ·

2025/01/14

Spencer 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:

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01:16:52

Launching An Outdoor Brand

Second Nature ·

2025/01/10

Matt 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

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01:06:58

Second Nature Outdoor Industry Awards

Second Nature ·

2025/01/08

We 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

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01:08:29

Red Bull And The Power Of Field Marketing

Second Nature ·

2025/01/03

John 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

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01:32:13

2025 Outdoor Industry Predictions

Second Nature ·

2024/12/31

What 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

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52:22

The Futurist Project: Outdoor Leadership Academy

Second Nature ·

2024/12/27

The 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:

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01:14:01

The Business Of Athlete Sponsorships: Patrick Lemieux

Second Nature ·

2024/12/24

Any 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:

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56:05

Zip Allen: Strava's Year In Sport

Second Nature ·

2024/12/20

Chief 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

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01:00:28

Speedland: What Happens Next?

Second Nature ·

2024/12/17

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

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01:02:38

Behind The Most Viral Sports Videos

Second Nature ·

2024/12/13

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:

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01:03:24

The Value of B2B Partnerships In The Outdoor Industry

Second Nature ·

2024/12/10

Michael 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:

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01:06:44

Mel Strong: From Nike to Next Ventures

Second Nature ·

2024/12/06

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:

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01:01:05

Decoding The Difference: Outdoor + Cycling Audiences

Second Nature ·

2024/12/03

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 Get access to the full report in

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58:28

Emergency Pod: The Running Event Recap

Second Nature ·

2024/11/29

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:

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56:42

How Zwift Is Investing In Women's Sports

Second Nature ·

2024/11/26

Kate 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

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01:01:12

Sports On Substack: Insights + Best Practices

Second Nature ·

2024/11/22

We 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

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01:03:29

Grab Bag & Galaxy Brainstorming

Second Nature ·

2024/11/19

Another 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

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01:08:42

Time To Get Serious: Simon Freeman

Second Nature ·

2024/11/15

Simon 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

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01:02:10

The Vision of Outside

Second Nature ·

2024/11/12

Robin 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/

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01:09:23

Second Nature Turns 50 - Ask Us Anything

Second Nature ·

2024/11/08

We 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

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Second Nature

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