Second Nature

Cassie Abel is the founder and CEO of Wild Rye, a brand that celebrates the duality of athletes with gear for both snow and mountain biking. In this podcast, we dive into the history of the brand as she launched with a co-founder, looked for signals that they were on the right track, and rode the exhausting rollercoaster of manufacturing, marketing and everything in between as the brand experienced growth. Find out how a Craiglist post became an inflection point for the brand - and where the brand is headed next! Show Notes: Wild Rye: https://wild-rye.com/ Cassie Abel: https://www.linkedin.com/in/cassie-abel-5853787/ Women-Led Wednesday: https://womenledwednesday.com/ How I Built This - Sara Blakely: https://podcasts.apple.com/us/podcast/spanx-sara-blakely/id1150510297?i=1000396023160 How I Built This - Whitney Wolfe: https://podcasts.apple.com/us/podcast/bumble-whitney-wolfe-2017/id1150510297?i=1000436036734 Tory Burch Foundation: https://www.toryburchfoundation.org/ Title Nine: https://www.titlenine.com/ BPC - Brand, Product, Content: Salomon QST Skis: https://www.salomon.com/en-us/shop/sports/alpine-skiing/skis/freeride.html Eliot Jackson - "Ode To LA": https://www.youtube.com/watch?v=LDthZQI7G4c 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

Founder and publisher of Like The Wind magazine, Simon Freeman, joins the podcast to talk about media models and the different approaches that are available to explore for media operators. Show Notes: Like The Wind: https://www.likethewindmagazine.com/ Mario Fraioli: https://themorningshakeout.com/ Surfers Journal: https://www.surfersjournal.com/ Jonathan Levitt Podcast: https://www.youtube.com/watch?v=K4GWhpYsx48 The Rebooting: https://www.therebooting.com/ Wirecutter: https://www.nytimes.com/wirecutter/ Matt Trappe's Article: https://substack.com/home/post/p-155444935 Red Bull Content Pool: https://www.redbullcontentpool.com/ BPC - Brand, Product, Content: Sponsor Magnet (Book): https://amzn.to/4hFkxoT The Purple Runner (Book): https://amzn.to/3EoBBkI American Football: https://www.nfl.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

Reflecting on the recent pod with the co-founders of Skratch, Dylan and Aaron take a closer look at their approach to running their own businesses. Leadership, profit versus impact, scaling versus staying small, funding and business models. Maybe most important - what time horizon are we using to make all these decisions - are we truly playing the infinite game? Show Notes: Freetrail: https://www.freetrail.com Super Rider: https://www.youtube.com/@SuperRiderTV Gary Keller "The One Thing" (Book): https://amzn.to/4hCpBdy RXR Sports: https://www.rxrsports.com/ Voicing Change: https://www.voicingchange.media/#home Job Of The Week: https://www.linkedin.com/jobs/view/director-of-partnerships-at-voicing-change-media-4128241311/ Rich Roll x Steve Magnus Podcast: https://www.richroll.com/podcast/steve-magness-887/ BPC - Brand, Product, Content: The Heart Speaks (Book): https://amzn.to/4jD33et Chipotle x Strava Challenge: https://citychallenge.chipotle.com/ The Battle For Burritos: https://runningmagazine.ca/the-scene/arizona-ultrarunners-battle-in-ridiculous-strava-challenge/ Jamil Coury Strava: https://www.strava.com/athletes/1055184 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

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: https://skratchlabs.com 2024 Year In Review (Blog): https://www.skratchlabs.com/blogs/life-skills/2024-year-in-review Vern Harnish - Scaling Up: https://amzn.to/4jN5VWq McGuckin Hardware: https://www.mcguckin.com/ Zingerman's Guide: https://amzn.to/4azJrnv The Infinite Game: https://amzn.to/42B52dq Christina Chase - MIT Sports Lab: https://sportslab.mit.edu/ Peter Kim - Applied Exercise Science: https://www.colorado.edu/iphy/research Skratch in Paris: https://www.youtube.com/watch?v=nyPGaQHvF6c Skratch Cafe: https://www.skratchlabs.com/pages/cafe Chef Biju Thomas: https://www.instagram.com/bijuthechef/ BPC: Brand, Product, Content Ian - Integrating Ski Areas: https://coloradosun.com/2024/11/26/nederland-vying-to-buy-eldora/ Allen - Bosch E-Bikes: https://www.bosch-ebike.com/us/ebikes Aaron - Gawx x Digital Spaghetti: https://www.youtube.com/watch?v=fDAqyQIaUPY Dylan - Aaron Rogers "Enigma": https://www.netflix.com/title/81757010 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 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: https://www.youtube.com/watch?v=8ptuCHv_adE Alex Honnold Foundation: https://www.honnoldfoundation.org/ She Sends Foundation: https://www.shesends.it/ Kilian's Foundation: https://www.kilianjornetfoundation.org/ Be Good Foundation: https://www.thebegoodfoundation.org/ Protect Our Winters: https://protectourwinters.org/ James Jackson - Mantle Mindset: https://www.instagram.com/mantlemindset/ Atomic Habits: https://protectourwinters.org/ Entrepreneur Operating System: https://www.eosworldwide.com/ Aaron's Cold Brew Setup: https://amzn.to/4jIo9bA Alpine Start: https://alpinestartfoods.com/ BPC - Brand, Product, Content: DB Clay: Begin Again: https://www.youtube.com/watch?v=BpMCoBUEQ2Q Freetrail: Begin Again: https://www.youtube.com/watch?v=LgUoVvMB2ns Never Second - C30: https://never2.com/products/c30-energy-gel-12ct-60ml 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

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 past, this episode is a chance for them to regroup and compare notes on their experiences - as well as what it taught them about the future of marketing. Show Notes: Allison's website: https://www.allisonmary.com/ Allison Lynch: https://www.linkedin.com/in/allison-lynch-76b48652/ Allison's Substack: https://notaconversationalpace.substack.com/ Whoop: https://www.whoop.com/ Oura: https://ouraring.com/ Allison's Article on Matter Of Brand: https://amatterofbrand.substack.com/p/influencers-vs-athletes-the-bubble Sara Vaughn: https://www.youtube.com/@smevaughn Mali Noyes: https://www.youtube.com/@malinoyes BPC - Brand, Product, Content: Saucony x Minted: https://mintednewyork.com/products/speed4 Salomon x Kith: https://kith.com/collections/salomon Gabby x Vogue: https://www.vogue.com/article/how-sports-and-fashion-fell-in-love-angel-reese-gabby-thomas-frances-tiafoe Hoka - Run Stop Corner Shop: https://www.runnersworld.com/uk/news/a63441861/hoka-run-stop-corner-shop/ 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 one thing to build a following around your own social media account, but an entirely different task to do it for a brand. Christian Peper 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 creation. Show Notes: Christian Peper: https://www.instagram.com/christian.peper/ Dialed Creator: https://dialedcreator.com/ Westpaw Media: https://westpawmedia.com/ Motion App: https://www.usemotion.com/ Aaron's Dry Erase Calendar: https://amzn.to/4hjxXXm Owen Timm: https://www.instagram.com/sendy_lu_hoo/ Zoic: https://zoic.com/ Carter Metcalfe: https://www.instagram.com/carter_metcalfe_mtb/ BPC: Jesse Dickson: https://www.instagram.com/sacramentofoodforest/ Dangerbean_55: https://www.instagram.com/dangerbean_55/ Natural Selection Tour - Bike: https://www.naturalselectiontour.com/nst-bike/ 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

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 the next evolution of her career is about to unfold. 2025 predictions, athlete and brand insights, and plenty more. Show Notes: Corrine Malcolm: https://www.instagram.com/corrinemalcolm/ Paris Gore: https://parisgore.com/ Trail Society: https://podcasts.apple.com/us/podcast/trail-society/id1579961692 Parity Now: https://paritynow.co/ Emily Kraus: https://www.instagram.com/emilykrausmd/ Hannah Allground: https://www.instagram.com/shesallgood21/ The Fame Gap: https://sponsorship.org/new-research-reveals-the-fame-gap-challenge-facing-womens-sport/ Matter Of Brand: https://open.substack.com/pub/amatterofbrand/p/the-state-of-influencers-in-running Women Reviewing Shoes: https://www.youtube.com/@GetOutThereGear / https://www.youtube.com/@Runningshoesgurucom Corrine's Coaching: https://foothillsendurance.com/ BPC: Allie Olstrander: https://www.youtube.com/@allie_ostrander Zero Draft: https://zerodraft.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

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: https://www.pitviper.com Pit Viper Instagram: https://www.instagram.com/pit_viper/ Chuck Mumford: https://www.instagram.com/buckmanford/?hl=en Chris Garcin: https://www.linkedin.com/in/garcin/ Kickstarter - Pit Viper: https://www.kickstarter.com/projects/pitviper/the-pit-viper-revolution Kirt Voreis: https://www.instagram.com/kirtvoreis_allride/ (Ian Gates) KRDG Law Firm: https://krdglaw.com/ Pit Viper Synthesizer: https://www.pitviper.com/collections/the-synthesizer Gronk x PV: https://www.pitviper.com/products/the-gronk-merika-2000?variant=40403320340574 Larry Enticer: https://www.instagram.com/larryenticer/ Dirty Soda Recipe: https://www.instagram.com/pit_viper/reel/DCxMplxStik/ BPC: ProLab One Flush Septic Tank: https://amzn.to/3WdCLFy Second Mountain (Book): https://amzn.to/4gQpLhr American Denim (Matt Sharkey's Book): https://amzn.to/429r7zj 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

Matt Sims, founder of Courier and a former Lululemon and Fox Racing specialist, shares his journey of launching high-performance socks for athletes. He discusses the importance of building genuine relationships in sports marketing and how intention shapes outdoor gear choices. Matt reflects on the challenges faced while reviving passion in stagnant industries and emphasizes adaptability in brand launches. His insights into creating a community around performance gear and the excitement of innovative products like NeuroGum make for a compelling listen.