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Second Nature
United States
Приєднався 29 вер 2023
Second Nature: The Business of Outdoor. Hosted by Aaron Lutze and Dylan Bowman.
Why Skratch Is Not For Sale
Skratch 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: skratchlabs.com
2024 Year In Review (Blog): www.skratchlabs.com/blogs/life-skills/2024-year-in-review
Vern Harnish - Scaling Up: amzn.to/4jN5VWq
McGuckin Hardware: www.mcguckin.com/
Zingerman's Guide: amzn.to/4azJrnv
The Infinite Game: amzn.to/42B52dq
Christina Chase - MIT Sports Lab: sportslab.mit.edu/
Peter Kim - Applied Exercise Science: www.colorado.edu/iphy/research
Skratch in Paris: ua-cam.com/video/nyPGaQHvF6c/v-deo.html
Skratch Cafe: www.skratchlabs.com/pages/cafe
Chef Biju Thomas: bijuthechef
BPC: Brand, Product, Content
Ian - Integrating Ski Areas: coloradosun.com/2024/11/26/nederland-vying-to-buy-eldora/
Allen - Bosch E-Bikes: www.bosch-ebike.com/us/ebikes
Aaron - Gawx x Digital Spaghetti: ua-cam.com/video/fDAqyQIaUPY/v-deo.html
Dylan - Aaron Rogers "Enigma": www.netflix.com/title/81757010
Join us on LinkedIn: www.linkedin.com/company/second-nature-media
Meet us on Slack: www.launchpass.com/second-nature
Follow us on Instagram: secondnature.media
Subscribe to our newsletter: www.secondnature.media
Subscribe to the UA-cam channel: www.youtube.com/@secondnaturemedia
#podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business
Show Notes:
Skratch: skratchlabs.com
2024 Year In Review (Blog): www.skratchlabs.com/blogs/life-skills/2024-year-in-review
Vern Harnish - Scaling Up: amzn.to/4jN5VWq
McGuckin Hardware: www.mcguckin.com/
Zingerman's Guide: amzn.to/4azJrnv
The Infinite Game: amzn.to/42B52dq
Christina Chase - MIT Sports Lab: sportslab.mit.edu/
Peter Kim - Applied Exercise Science: www.colorado.edu/iphy/research
Skratch in Paris: ua-cam.com/video/nyPGaQHvF6c/v-deo.html
Skratch Cafe: www.skratchlabs.com/pages/cafe
Chef Biju Thomas: bijuthechef
BPC: Brand, Product, Content
Ian - Integrating Ski Areas: coloradosun.com/2024/11/26/nederland-vying-to-buy-eldora/
Allen - Bosch E-Bikes: www.bosch-ebike.com/us/ebikes
Aaron - Gawx x Digital Spaghetti: ua-cam.com/video/fDAqyQIaUPY/v-deo.html
Dylan - Aaron Rogers "Enigma": www.netflix.com/title/81757010
Join us on LinkedIn: www.linkedin.com/company/second-nature-media
Meet us on Slack: www.launchpass.com/second-nature
Follow us on Instagram: secondnature.media
Subscribe to our newsletter: www.secondnature.media
Subscribe to the UA-cam channel: www.youtube.com/@secondnaturemedia
#podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business
Переглядів: 186
Відео
The Mindset We're Bringing Into 2025
Переглядів 12714 годин тому
Dylan 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: ua-ca...
Comparing Notes With A Competitor
Переглядів 135День тому
Allison 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 p...
Christian Peper Is Making Dialed Creators
Переглядів 184День тому
It'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.peper21 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 c...
The Past, Present and Future of Corrine Malcolm
Переглядів 33014 днів тому
Corrine 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 her career's next evolution is about to unfold. 2025 predictions, athlete and brand insights, and plenty more. Show Notes: Corrine Malcolm: corrinemalcolm Paris Gore: parisgore.com/ Trail Society Podcast: podcasts.appl...
Pit Viper & The Joke That Went Too Far
Переглядів 52914 днів тому
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. Show Notes: Spencer Harkins: www.linkedin.com/in/spencerharkins/ Pit Viper Website: www.pitviper.com Pit Viper Instagram: instagram....
Launching An Outdoor Brand
Переглядів 10921 день тому
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 a...
Second Nature: Outdoor Industry Awards
Переглядів 17121 день тому
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: www.skratchlabs.com/ Hoka: www.hoka.com/ Raide Research: raideresearch.com/ Garmin Enduro 3: www.garmin.com/en-US/p/...
The History Of Red Bull's Launch In The USA
Переглядів 275Місяць тому
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 ...
2025 Outdoor Industry Predictions
Переглядів 205Місяць тому
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): www.linkedin.com/in/matt-trappe/ Matt Trappe (Substack): amatterofbrand.sub...
The Futurist Project: Outdoor Leadership Academy
Переглядів 96Місяць тому
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 Acad...
The Business Of Athlete Sponsorships: Patrick Lemieux
Переглядів 187Місяць тому
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 ...
Strava's Year In Sport: Zip Allen
Переглядів 108Місяць тому
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: www.linkedin.com/in/zipporah-allen-6282721/ Strava: www.strava.com Strava...
Speedland: What Happens Next?
Переглядів 289Місяць тому
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: www.runspeedland.com/ The Run...
Behind The MOST Viral Sports Videos Of All Time
Переглядів 118Місяць тому
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: www...
The Value of B2B Partnerships In The Outdoor Industry
Переглядів 83Місяць тому
The Value of B2B Partnerships In The Outdoor Industry
Mel Strong: From Nike to Next Ventures
Переглядів 217Місяць тому
Mel Strong: From Nike to Next Ventures
Decoding The Difference: Outdoor + Cycling Audiences
Переглядів 1322 місяці тому
Decoding The Difference: Outdoor Cycling Audiences
EMERGENCY POD: The Running Event Recap
Переглядів 2262 місяці тому
EMERGENCY POD: The Running Event Recap
How Zwift Is Investing In Women's Sports
Переглядів 1322 місяці тому
How Zwift Is Investing In Women's Sports
Sports On Substack: Insights + Best Practices
Переглядів 992 місяці тому
Sports On Substack: Insights Best Practices
Galaxy Brainstorming & Outdoor Industry Grab Bag
Переглядів 952 місяці тому
Galaxy Brainstorming & Outdoor Industry Grab Bag
Second Nature Turns 50: Ask Us Anything
Переглядів 2272 місяці тому
Second Nature Turns 50: Ask Us Anything
How SENDY Is Closing The Loop On Outdoor Gear
Переглядів 722 місяці тому
How SENDY Is Closing The Loop On Outdoor Gear
What It Takes To Produce Red Bull Rampage
Переглядів 1913 місяці тому
What It Takes To Produce Red Bull Rampage
The New NNormal: Building An Outdoor Brand
Переглядів 2813 місяці тому
The New NNormal: Building An Outdoor Brand
The Value of Brand vs Performance Marketing
Переглядів 1343 місяці тому
The Value of Brand vs Performance Marketing
Zingerman's is a staple here in Ann Arbor. I always thought of it as a small local business. I never would have guessed there was a book to business! I love the sport and science approach Skratch has to business.
Yesssss
Aaron with the vision board fire. 🔥
Thank you!! Had to share, it's been on my wall and inspiring me for ages!
Tell Kate to get the Rivian money up front. They are living off government loans with high burn rate. Losing $39k per car as of Q3 last year.
I hope your secret project is affordable running shorts that don’t creep up inner thighs! Lol
Thanks for sharing this! Even though I am not an athlete, I do sports news content and your video is helping me a lot to try to go get new sponsors for my channel.
You outlined what to do with the knock-off Pit Vipers -- flush them down the toilet, repeatedly, until they are gone.
I can't believe Dicks doesn't want to feature Pit Viper. Also, Actual Bush pattern clothing is a natural co-brand with Dicks. Just sayin' --looking to write copy for Pit Viper for gear.
This was such a fun listen! Love the pod Lutze!!
The rotating glasses is hilarious. I love my Pit Viper safety glasses, maybe they need to get some in contractors hands?
Stoked to link with you, Aaron! Love what you guys are doing here
Thanks again! This was a fun conversation, can't wait to see the impact that you have across the incoming creators (and beyond)!
Been waiting for this one!! 🙌
Super solid and tactical stuff in here - I knew you'd dig this one!
Corrine has much to offer but as an enthusiastic consumer of trail running content I avoid her audio outlets. I say this with kindness and best wishes for her: it’s the non-stop “like, llike, like…” in her delivery that I find unbearable. I wish someone in her circle would guide her to training in effective oral communication
Please recommend that Between Two Pines has him on.
Omg!! What a crazy way to find out I have a paid contract with pit viper!!! Or even a contract at all!!Such exciting news! Can’t wait to see the offer in my email 🙂
Best BPC Ever! Literally cried during it. 😂
Same! 😂
literally no idea who that guy is
Absolutely loved this episode! Everything about speedland is awesome! Can’t wait to grab the next one!
Love the Pod gents
Thank you!
1st! 🚀 3:25
🙌
Precious content. Thank you.
I enjoyed learning more about the company. I'm a paid subscriber. Main peeve I have about Strava is some segments have inappropriate / insensitive names, in our area at least, that detract from the experience. ~shrug~
Loved this episode. We definitely need a part two!
Definitely! This conversation was overdue, excited to finally make this episode happen!
This is an incredible video. Thank you so much! Very helpful and I will be using this to form my sponsor proposals.
This is amazing guys thanks!
I'm going to start a small business in my city and I'll be an indoor soccer center. Would they do an in-kind sponsorship? or anything?
Another strong podcast. Steve adds some great perspectives on the running industry and where it is heading.
Thank you! We’re so lucky to have access to Steve’s perspective - always solid insights!
Second Nature definitely needs to exist! Thanks y'all!
Thank you!! 🙏
Really awesome. I think the best episode. Even better than that famous mountain biking lady. Great how to video. I will check this platform out
Thank you!
Great listening to Austin. A few years ago I started a website intended to start blogging, but about a year ago - found substack. I chose to close down the website, as I see platforms like substack fitting my needs better. Now... if I would just get over my impostor syndrome and just start actually using the platform!
Austin's best advice: just start! Excited to see what you create - make sure to share with the crew in Slack, we're always here to support!
Great story. Funny I was listening on the drive to TRE. I picked up a copy at the Ciele booth. They were like how you know we have it? I said Second Nature but they didn’t know the podcast.
We've been talking to their Marketing Director about joining us on the podcast...stay tuned!
Outside lost me in the print era. It seemed every cover featured "The 10 best ..." Boring to a devoted trail runner and multi-sport enthusiast. Plus the mag was printed on poor-quality paper - don't want to own it. I gave Outside another chance when they went digital. Same old skimming the surface approach. Not interested. I appreciate Second Nature digging into what Outside is doing now. I'll give more attention to their mission
Great episode!
Thank you!
Another great one fellas!
Thank you!
Smart CEO and keen sales skills. The feed concept sounds interesting. The map my run discussion was interesting. You guys give softball questions. I suggest debate some. People who use that run with Apple watch. I was user long ago. It is poor now,It is not on same planet as Strava
Another banger show boys. Keep them coming. This is like a Masters program for the outdoor and fitness industry.
Thank you so much!
I bought daily stoic. Thanks for the idea. I am surprised Dylan didn't invest $50 million in Speedland. They could be the next ON if stop making small batches
Hope you're enjoying The Daily Stoic!
Thanks guys! 🚀
Thank you!
What are some ways to build a relationship before actually signing a contract? Could you give us examples of what specific action you took to build the relationship?
Great content. Super interesting to hear the back story. Ian was right on about the community of adventure sports peeps, honest, funny and kind. I got the app during the podcast and am listing some ski boots now.
Dylan and Aaron, thanks so much for the invite!
Thanks so much for joining us, this was a fun one!
🤘
I didn’t know you started a new project. Great content here and your edit was on point!!!
Thanks!! Stoked that you dig the new channel, this has been a fun project!
Another banger episode.
The local brands in China is super interesting when you dig in. Fila is part of ANTA which also has a majority stake in AMERsports...probably why you're seeing a lot of their brands rising up...Salomon, Fila, etc. The consumer interest in outdoor recreation is off the charts. Huge growth opportunity for brands who do it right.
Congrats Lutze! I will be in the market to get my son a MTB this winter / fall (He is growing so fast I need to purchase as close to summer as possible, lol). Definitely will check out Marin, scrolling through the hardtails, goo looking bikes and an approachable price point.
Thanks!! They are super fun bikes to ride, and you're right - an approachable price point (which feels kind of rare in MTB these days). Make sure to show your son all the skills tutorials on Super Rider, too - it'll be a great way to start him off with a strong skills foundation!
@@SuperRiderTV You betcha, we have been watching them a couple times a week!
Great episode. Dylan needs to keep racing to keep Freetrail in mix. David is doing that for this reason. On last episode they said the racing is for the story telling. Finn is doing the same with Cocodona again. Get into Hardrock for 2025 and win it. David is now clear leader in trail podcasting. Don’t let Finn slip by you. He is a talented runner which is building up fast his podcast foundation with his elite running
What do you get when they sponsor you
10/10 episode