Second Nature

Georgia Grace Edwards created something to address a pain point for a huge portion of the outdoor community with the Gnara Go-Fly technology. Beyond that innovation, she's created a pathway for Gnara to collaborate extensively with other brands - while still continuing to innovate and develop products that demonstrate the viability and versatility of the design. Show Notes: Gnara: https://gnara.com/ I Fund Women: https://www.ifundwomen.com/ KRDG Law - Ian Gates: https://krdglaw.com/staff/ian-gates/ Livsn Collab: https://gnara.com/collections/gnaraproducts/products/womens-ecotrek-overalls Burton Collab: https://gnara.com/collections/gnaraproducts/products/burton-bib-bundle Boulder Pop-Up: https://gnara.com/pages/gnara-boulder-pop-up WeFunder Campaign: https://wefunder.com/ E-mail Gnara: gg@gnara.com BPC - Brand, Product, Content: American Symphony: https://www.netflix.com/title/81728930 Book of Alchemy: https://amzn.to/48Jmr6z Link In Bio (Newsletter): https://www.milkkarten.net/ Matt Trappe x Skratch: https://www.youtube.com/watch?v=MIgXD--K0hI Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Breakfast Club is a massive phenomenon coming out of Austin, Texas. They host group rides of over 800 riders on a monthly basis, dwarfing any other group ride. Beyond the organization of monthly rides, they also maintain an annual membership, an app, and brand partnerships to support the cause - which is necessary when you're providing amenities like police escorts on road rides. In this conversation with Grant Rogers and Jordie Ammons, we learn more about the origins, the experience, and where we might see Breakfast Club heading in the future. Show Notes: Breakfast Club: https://breakfastclubatx.com/ Grant Rogers: https://www.instagram.com/grantrogers/ Jordie Ammons: https://www.instagram.com/jordieammons/ Breakfast Club Instagram: https://www.instagram.com/breakfastclubatx Tour Das Hügal: https://dashugel.bike/ Case Of The Mondays: https://www.caseofthemondays.cc/ BPC - Brand, Product, Content: Maurten: https://www.maurten.com/ Vada: https://vadajewelry.com/ Richard Sachs - Arrange Disorder: https://richardsachs.com/product/arrange-disorder-volume-1/ Power Trip: https://powertripworldwide.com/collections/releases/products/issue-1-play Fever: https://www.maghalierochette.com/store/fever-stories-and-learnings-from-a-career-in-cyclocross Yuri Hauswald: Horizons Ajo: https://www.youtube.com/watch?v=mL9cYkc1Xhw Yuri Hauswald on Second Nature: https://www.youtube.com/watch?v=7XRT5vUvvs4 Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

On 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://www.runeastpeak.com/blogs/news/western-states-2025-100-2-miles-99-degrees-and-1000-reasons-we-love-this-sport The Story Behind The Ice Bandana: https://www.runeastpeak.com/blogs/news/the-story-behind-the-ice-bandana Aaron Kubala: https://www.instagram.com/aaronkubala/ BPC - Brand, Product, Content: On Running - Trail: https://www.on.com/en-us/shop/shoes/trail-running Insta360 GO Ultra: https://store.insta360.com/consumer?utm_term=INRV8SK Stillness Is The Key (Book): https://amzn.to/4pshepw Tom Evans at UTMB: https://www.instagram.com/reel/DN-jw3NDHMm/ Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Jonathan Levitt is back on Second Nature for his second appearance, this time to dive deep into the world of partnerships. We almost titled this episode "You're Probably Doing Affiliate Marketing The Wrong Way" because Jonathan dropped an incredible amount of knowledge about best practices for structuring, onboarding and executing partnerships. His first podcast appearance is the most referenced conversation in our library, and we think this episode is going to be right up there. Show Notes: Why Most Affiliate Programs Stall: https://substack.com/home/post/p-170877180 For The Long Run Podcast: https://forthelong.run/ Long Run Labs: https://longrunlabs.substack.com/ Sponsorable: https://sponsorable.com/ Emily Holland: https://www.linkedin.com/in/emilylholland/ Superfiliate: https://www.superfiliate.com/ Shox (Jonathan's link): https://shokz.com/?utm_source=FTLR Skratch (Jonathan's link): http://skratchlabs.com/ftlrpod Ketone IQ (Jonathan's link): http://ketone.com/FTLR Tifosi (Jonathan's link): https://tifosiopticsinc.pxf.io/4GWNnM Eternal: https://eternal.co/ Wild Poppy Consulting: https://www.wildpoppycreativeco.com/ BPC - Brand, Product, Content: PACT: https://pactoutdoors.com/ Road To The Trials (podcast): https://podcasts.apple.com/us/podcast/road-to-the-trials/id1468827005 Ozlo Sleep Buds: https://ozlosleep.com/products/sleepbuds Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media  Meet us on Slack: https://www.launchpass.com/second-nature  Follow us on Instagram: https://www.instagram.com/secondnature.media  Subscribe to our newsletter: https://www.secondnature.media  Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Greg WIlliams joins the podcast this week to share his experience and perspective after working more than twenty years in the outdoor industry. Now President of Backbone Media, he's been able to see the growth of the industry, as well as support the careers of many of the people in it - both current employees as well as those who got their start at Backbone. With the long view of the highs and lows of the industry, Greg has plenty to share in this discussion, both where we've been - and what the future may hold. Show Notes: Greg Williams: https://www.linkedin.com/in/greg-williams-3ab5958/ Backbone Media: https://www.backbone.media/ Philadelphia Rock Gym: https://philarockgym.com/ Climbing Magazine: https://www.climbing.com/ Enormocast (Climbing Podcast): https://enormocast.com/ YETI - Camino Bag: https://www.yeti.com/bags/tote-bags/camino-35.html Penn Newhard: https://www.linkedin.com/in/penn-newhard-b363755/ Nate Simmons: https://www.linkedin.com/in/nate-simmons-21a5846/ Range (Book): https://amzn.to/4g7bddD Andy Ralston Article on Backbone's Blog: https://www.backbone.media/insights/why-leading-brands-come-to-backbone-for-marketing BPC - Brand, Product, Content: Rucking - 5.11: https://www.511tactical.com/ Hyperwear Weighted Vest: https://amzn.to/4mPaD74 Hard MTB League: https://www.hardmtbleague.com/ The Knowledge Podcast - Ryan Petersen: https://podcasts.apple.com/us/podcast/ryan-petersen-how-to-build-a-global-logistics-engine/id990149481?i=1000720673515 Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Jeremy Dunn has forged his own path through the industry, working for storied brands like Rapha, Specialized and Smith Optics - but he's also created magazines and launched and built brands as an entrepreneur in the industry. In our conversation, we cover the lessons learned from both sides of his experience over the course of his career. Show Notes: Jeremy Dunn: https://www.linkedin.com/in/jeremyddunn/ Rapha: https://www.rapha.cc/ Rouleur Magazine: https://www.rouleur.cc/ Slate Olson: https://www.linkedin.com/in/slate-olson-bb21171/ Chris Froome: https://www.instagram.com/chrisfroome/ Smith Optics: https://www.smithoptics.com/ The Athletic: https://www.theathleticcommunity.com/ Julie Krasniak: https://www.linkedin.com/in/juliekrasniak/ Tracksmith: https://www.tracksmith.com/ Bandit: https://banditrunning.com/ Pas Normal: https://pasnormalstudios.com/ BPC - Brand, Product, Content: Vollebak: https://vollebak.com/ Pelotan: https://pelotan.cc/ Rapha Films "Gravity": https://www.youtube.com/watch?v=FXjQZcc_D8E Outdoor Brand Camp: https://www.outdoorbrandcamp.com John John Florence x Rich Roll: https://www.richroll.com/podcast/john-john-florence-921/ How Long Gone Podcast: https://howlonggone.com/ Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

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://www.instagram.com/p/DNOHwmwtFaM/ Matt Trappe Article: https://substack.com/home/post/p-170404996 Bandit: https://banditrunning.com/ Kate - Leadville: https://www.instagram.com/reel/DNLyQWsxvsI/ Golden Trail World Series: https://goldentrailseries.com/ Pablo Torre Finds Out: https://www.youtube.com/@PabloTorreFindsOut Meadowlark Media: https://www.meadowlark-media.com/ BPC - Brand, Product, Content: Path Projects: https://pathprojects.com/ The Extramilest Podcast: https://podcasts.apple.com/us/podcast/the-extramilest-podcast/id1272025702 Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media  Meet us on Slack: https://www.launchpass.com/second-nature  Follow us on Instagram: https://www.instagram.com/secondnature.media  Subscribe to our newsletter: https://www.secondnature.media  Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Greg Mills created Kitworks to solve the problem of gear organization, and in less than a year, he's established the product and brand within the outdoor community. In our conversation, we learn about the founding insights, the elements of Greg's background that contributed in a meaningful way to the brand's launch, and how people can utilize their current roles to subsidize their growth and development into opportunities like launching their own brands. Show Notes: Kitworks: https://mykitworks.com/ Greg Mills: https://www.linkedin.com/in/itsgregmills/ PNW Components: https://pnwcomponents.com/ Kitworks Gear Tote: https://mykitworks.com/products/gear-tote Outdoor Voices: https://www.inc.com/ali-donaldson/5-years-after-being-pushed-out-of-outdoor-voices-ty-haney-is-doing-things-again/91219095 Nate Helming: https://www.linkedin.com/in/nathan-helming/ Kitworks Instagram: https://www.instagram.com/mykitworks/ BPC - Brand, Product, Content: The Changing World Order - Ray Dalio (Book): https://amzn.to/46PiVqq Invest Like The Best (Ramtin Naimi episode): https://joincolossus.com/episode/building-abstract/ Minted NY: https://mintednewyork.com/ Insta350 X5: https://store.insta360.com/consumer?utm_term=INRV8SK Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Adam Copeland launched Tantrums less than a year ago, and we've been having a great time watching him build the brand, brick by brick. In this conversation, we dig into the earliest days of the idea - all the way through the inflection points that have brought him to this point (and beyond). Show Notes: Tantrums: https://tantrums.run/ Run With Us - Pasadena Shop: https://www.clubrunwithus.com/ SAFE (Definition): https://www.angellist.com/learn/safe-note Carta: https://carta.com/ Anna Louden: https://www.annalouden.com/ Monte's Tomato Sauce: https://www.instagram.com/p/C9SySioRvaw/ WTRC - Trippers Japan: https://trippers-wtrc.com/ BPC - Brand, Product, Content: Nike at Western States (ACG): https://www.instagram.com/p/DLd7gU4x_1w/ Acquired Podcast: https://www.acquired.fm/ Win The Inside Game - Steve Magnus (Book): https://amzn.to/4lOOg1d Invest LIke The Best - Jens Grede, Skims: https://joincolossus.com/episode/building-skims/ Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Dylan 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/ Quarter HP: https://www.youtube.com/@quarterhp Joe Budden Network: https://www.patreon.com/cw/joebudden Joe Budden NY Times Article: https://www.nytimes.com/2025/07/22/business/media/joe-budden-podcast-finances.html Long Run Labs Podcast Collective: https://longrunlabs.substack.com/p/introducing-the-long-run-labs-podcast Vox Media: https://podcasts.voxmedia.com/ Channels - Peter Kafka: https://podcasts.apple.com/us/podcast/channels-with-peter-kafka/id1080467174 Insta360: https://store.insta360.com/consumer?utm_term=INRV8SK Substack Raises $100M: https://techcrunch.com/2025/07/17/substack-raises-100m-from-chernin-group-andreessen-horowitz-skims-ceo-and-more/ Red Bull Hardline: https://www.redbull.com/us-en/event-series/red-bull-hardline BPC - Brand, Product, Content: Kitworks: https://www.mykitworks.com Kilian Jornet - 15 Years Stronger: https://www.youtube.com/watch?v=faDan5z16qc Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia