Aaron Lutze of Second Nature & Super Rider: Creating Content That Adds Value & Builds Community

This episode features a deep dive into the evolving world of outdoor content creation, brand partnerships, and community building with Aaron Lutze, former Red Bull field marketing manager turned full-time content creator and YouTuber behind "Super Rider." The conversation is rich with insights on how challenger brands can effectively partner with creators, the value of long-term brand relationships, and the future of media in the outdoor industry.

Aaron shares his journey from being an OG trials rider and VHS tape producer to his corporate career at Red Bull, and his eventual return to content creation. He explains his belief in building value and community over time rather than chasing viral hits. Central to his philosophy is the idea that content is king, but distribution is queen. He discusses the challenges and rewards of building a YouTube channel from scratch, his dream of reviving the Japanese trials show "Super Rider," and why authenticity and long-term partnerships are key for brands working with creators.

The conversation also explores field marketing, the art of creating "double secret handshakes" to unlock hyper-local opportunities, and how brands can connect meaningfully with communities rather than simply imposing their agendas.

Show Notes:
Learn more about KORE & the KORE Summit

Aaron's YouTube channel: Super Rider
Aaron's podcast: Second Nature

The Second Nature Slack channel

The Infinite Game - book by Simon Sinek

Influencers vs Content Creators - interview with Patrick Crawford

Six at 6 newsletter by Billy Oppenheimer