Second Nature

Jake Thomas is the wizard at one of the most important, but also most commonly overlooked skills in brand building. He writes the Creator Hooks newsletter and founded Creator Hooks Pro, a software service that helps brands and creators tackle impactful copywriting. His primary focus is YouTube titles - but that same skill set applies to all forms of writing where capturing attention is the primary objective. Show Notes: Jake Thomas: https://www.linkedin.com/in/jake-thomas-creator-hooks/ Creator Hooks: https://creatorhooks.com/ Creator Hooks Pro: https://pro.creatorhooks.com/ Salt Strong: https://www.youtube.com/user/saltstrong Jake's Think Media Interview: https://www.youtube.com/watch?v=zU-xcCGCNQ4   Brand, Product, Content: Age of Propaganda: https://amzn.to/4inawNf Cashvertising: https://amzn.to/4inawNf Pre-suasion: https://amzn.to/43tKqE2 The Adweek Copywriting Handbook: https://amzn.to/4bq0jgY The Five Year Journal: https://amzn.to/41rFsVJ 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

Kate Courtney entered a new era when she launched her own race team to bring visibility to her foundation, She Sends. In this podcast, we dig into the previous eras that led up to this one - starting with her entry into the sport of mountain biking, her life-changing world championship win, and the behind the scenes effort that has gotten her to this stage of her career. Show Notes: Kate Courtney: https://instagram.com/kateplusfate She Sends Foundation: https://shesends.it The Growth Equation: https://thegrowtheq.com/farewell-podcast/ The Obstacle Is The Way: https://amzn.to/3QGR4Q1 The Second Mountain: https://amzn.to/4iq1EXf The Art Of Possibility: https://amzn.to/4ilVSpC   Brand, Product, Content: Lachlan Morton - In One Day: https://www.youtube.com/watch?v=MJlFYPCKqNM Dungeon Crawler Carl (Book): https://amzn.to/4kt9jpx 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

Elisa Schaller is the North American Director of Brand/Product of Outdoor at adidas. She has been with the brand through many iterations - both overseas and domestically - for over a decade. In addition to the brand story, we get a closer look behind-the-scenes of Terrex, her team, and her career. Show Notes: Elisa Schaller: https://www.linkedin.com/in/elisa-schaller/ adidas Terrex: https://www.adidas.com/us/men-trail_running-shoes Five Ten: https://www.adidas.com/us/five_ten Freehiker Shoe: https://www.adidas.com/us/free_hiker Danny MacAskill on campus: https://www.youtube.com/watch?v=70NBZV6z_o0 Brand, Product, Content: Rebecca Rusch - What's The Rusch Podcast: https://podcasts.apple.com/us/podcast/whats-the-rusch/id1795769843 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

TrailCon is returning to Tahoe again this year, and with it, some big updates for the event's second year. First, a major partnership announcement, followed by insight and expectations for the two day event (including Dylan, Aaron and Steve's roles in it). TrailCon: https://trailconference.com/ Consumer Insights Pod with Steve: https://www.youtube.com/watch?v=yYc_b60sejc Zero Draft Article: https://zerodraft.substack.com/p/creators-are-the-new-founders Slow Ventures Creator Fund: https://creatorfund.co/ Nat Eliason: https://x.com/nateliason Fast Cash vs Slow Equity: https://blog.nateliason.com/p/fast-cash-slow-equity Colin + Samir - Jack Conte: https://www.youtube.com/watch?v=cNYw32X-WAU Job Of The Week - Raide: https://raideresearch.com/pages/jobs   Brand, Product, Content: Bergeon Outdoor: https://www.burgeonoutdoor.com/ The Kona Brand: https://www.thekonabrand.com/ David Bar: https://amzn.to/4koU5SA 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

Steve Holmberg, an innovation expert who previously helped Nike thrive, shares his experience in harnessing consumer insights for brand innovation. He emphasizes the importance of starting with the consumer in mind. Holmberg introduces the transformative phrase 'How might we?' for driving productive discussions and problem-solving. The conversation also touches on the overlap of customer demographics between competing brands like Red Bull and Monster, and the need for athletes to assert their narratives. Lastly, he highlights the significance of women's representation in outdoor sports apparel.

Jonathan Retseck founded RXR Sports to work with athletes, explorers and storytellers in outdoor brands. It didn't take long before RXR amassed what is arguably the dream team of athletes under management. Alex Honnold, Jimmy Chin, Rich Roll and many more are part of their stacked roster of talent. But the story goes well beyond the transactional nature of sponsorship - what RXR does to build deep partnerships with intention has led to some incredible media output, the most well known being films like Free Solo and Meru. In this unfiltered conversation with Jonathan, we talk about the founding of the agency and the challenges of maintaining a roster as heavy as theirs. Show Notes: Jonathan Retseck: https://www.linkedin.com/in/jonathanretseck/ RXR Sports: https://www.rxrsports.com/ Jimmy Chin: https://www.instagram.com/jimmychin/ Meru (Film): https://www.merufilm.com/ Free Solo (Film): https://films.nationalgeographic.com/free-solo Kate Courtney: https://www.instagram.com/kateplusfate She Sends Racing: https://www.shesends.it/ RXR Speakers: https://www.rxrsports.com/live Voicing Change Media: https://www.voicingchange.media/ BPC: Brand, Product, Content Shane Parrish - The Knowledge Project: https://www.youtube.com/@tkppodcast Farnum Street: https://fs.blog/newsletter/ Clear Thinking (Book): https://fs.blog/clear/ Small Brand Mentality (Channel): https://smallbrandmentality.substack.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

Darren Rayner, Founder and Head of Creative at Magnafire, specializes in crafting compelling content for leading brands like Red Bull and Arc'teryx. He discusses the transformation toward short-form media, stressing the blend of creativity and strategy necessary for success. The conversation highlights the importance of understanding platform dynamics, producing both 'hero content' and 'shoulder assets,' and adapting storytelling techniques. Rayner also shares insights on the thrill of producing high-adrenaline projects and the evolution of brand identity in athlete marketing.

Patrick Crawford has had a legendary run in the outdoor industry - launching Freeskier magazine, followed by one of the original athlete social agencies, Inkwell. During his time leading Inkwell, he worked with the top outdoor athletes in the world - as well as the brands that supported them - to launch massive projects, the Free Solo film among many others on the list. Find out what Patrick has to say about the state of Athlete and Brand social - both its history as well as its future. Show Notes: Patrick Crawford: https://www.linkedin.com/in/patrickrcrawford/ Cadence Media Strategy: https://www.cadencemediastrategy.com/ Zero Draft: https://zerodraft.substack.com/ Freeskier: https://freeskier.com/ Patrick - Origin Outside Interview: https://www.originoutside.com/insights/influencers-vs-content-creators-whos-winning-in-25 Scott Galloway: https://profgmedia.com/ Zero Click Internet: https://www.techspot.com/article/2908-the-zero-click-internet/ Free Solo Film: https://films.nationalgeographic.com/free-solo BPC - Brand, Product, Content: Invisible Rulers (Book): https://amzn.to/3X4e0w9 Everybody Lies (Book): https://amzn.to/41hhJc8 DuoLingo Owl Killed: https://www.npr.org/2025/02/13/nx-s1-5295597/duolingo-owl-mascot-death Billy Oppenheimer Newsletter: https://billyoppenheimer.com/february-9-2025/ 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

Martina Brimmer founded Swift Industries 17 years ago in the basement of a punk house. Over those years, she held on to a rollercoaster of ups and downs as the business grew, adapted and survived to meet market demand. After the softening of the cycling industry post-pandemic, Martina had to make some big decisions for the survival of the business, and this incredibly transparent conversation is an honest recountain of the lessons learned and insights gained. Show Notes: Swift Industries: https://builtbyswift.com/ Swift Industries Instagram: https://www.instagram.com/swiftindustries/ Revelate Designs: https://www.revelatedesigns.com/ Goldman Sachs Small Business Program: https://www.goldmansachs.com/community-impact/10000-small-businesses/ Jason Goodman: https://www.instagram.com/swift_getlost_academy/ Get Lost Adventure Series: https://builtbyswift.com/blogs/the-swift-industries-blog/sign-up-for-swift-industries-get-lost-academy Swift Social Ride: https://builtbyswift.com/pages/swift-social-ride Stoked Spoke Adventure Series: https://gearhouse.eventcalendarapp.com/u/49431/358272 Swift Campout: https://builtbyswift.com/blogs/the-swift-industries-blog/the-campout-navigators-color-the-valley Founded Outdoors: https://foundedoutdoors.com/ BPC: Brand, Product, Content: Topo Designs: https://topodesigns.com/ DB Clay DIY Wallet: https://www.dbclay.com/dtwk/p/black 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

Jeff Pelletier is an established filmmaker, content creator and successful agency owner - among many other things. He sits down with Aaron to compare notes on the YouTube journey and provides insights and actionable advice for other aspiring content creators looking to build a community. Show Notes: Jeff Pelletier: https://www.youtube.com/@JeffPelletier Jeff's Website: https://jeffpelletier.com/ BaseTwo Media: https://videoforbusiness.ca/ Billy Yang: https://www.billyyang.com/ Crunchlabs: https://www.crunchlabs.com/ Beau Miles: https://www.youtube.com/beaumiles BPC - Brand, Product, Content: Jenny Tough: https://www.youtube.com/@JennyTough_ Jenny's Book - Solo: https://amzn.to/4jRbcfl DJI Osmo Pocket 3: https://amzn.to/4hQyMap DJI Lav Microphones: https://amzn.to/3EuXO0t Snickers Protein Bars: https://amzn.to/3EqkO0s 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