Second Nature

Max Lenk joined X-Bionic three years ago as the established brand was transitioning into its next phase. Or as Max calls it: "the re-startup". Max and the X-Bionic team have brought meaningful evolution to the brand, most recently launching a footwear category with their Terraskin trail running shoes. Max Lenk: https://www.linkedin.com/in/maximilian-lenk-1abba4152/ X-Bionic: https://www.x-bionic.com/ Sam Altman - Focus and Intensity: https://article.voxsnap.com/ycombinator/focus X-Bionic Terraskin: https://www.x-bionic.com/en-us/collections/trail-running/products/x-bionic-terraskin-x00-c ISPO Award: https://www.ispo.com/en/promotion/ispo-award-winner-x-bionic-terraskin-x00-c Sebastian Steudtner (Surfer): https://www.instagram.com/xbionic/reel/C58eqJRIyzy/   Brand, Product, Content (BPC): Marco Odermatt: https://www.instagram.com/marcoodermatt/ Deity Dark Room: https://www.deitycomponents.com/ Portal Brand: https://portal-brand.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

Payson McElveen is a professional mountain biker, gravel racer and podcaster - host of With Pace (previously known as The Adventure Stache). During this discussion, Payson shares his approach to business as an athlete and podcaster, comparing notes on his journey as a media operator in the outdoor industry with Dylan and Aaron. Show Notes: Payson McElveen: https://www.instagram.com/paysonmcelveen/ Payson's Podcast: https://open.spotify.com/show/2DJhVL3faEez1BvoaqVGRc?si=086c240f0acb4b84 Payson - Crossing Iceland: https://www.youtube.com/watch?v=LgY3peQIzNA Osprey: https://www.osprey.com/ Sasha DiGiulian: https://www.instagram.com/sashadigiulian/ Lifetime Gravel: https://www.lifetimegrandprix.com/ Broc Raiford: https://www.instagram.com/brocraiford/   Brand, Product, Content: Sahara Gravel Race: https://www.instagram.com/sahara_gravel/ The Five Year Journal: https://amzn.to/41rFsVJ Anton's Journals: https://www.youtube.com/watch?v=sQo_qSuwv28 Telepathy Tapes: https://podcasts.apple.com/us/podcast/the-telepathy-tapes/id1766382649 Five Ten BOA Shoes: http://jenson.sjv.io/55nmNb 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

Nathan Helming co-founded The Run Experience during the early days of YouTube, when ideas like the creator economy - or even the monetization of content - were part of the equation. Nathan and his team built the channel, coaching, subscription and membership platform for nearly eight years before moving to an acquisition. In today's discussion, Nathan shares the entire lifecycle of the business, from beginning to end. Nathan Helming: https://www.linkedin.com/in/nathan-helming/ The Run Experience: https://www.youtube.com/therunexperience Kelly Starrett: https://www.youtube.com/@TheReadyState Sage Canaday: https://www.youtube.com/@Vo2maxProductions Ginger Runner: https://www.youtube.com/@TheGingerRunner Casey Neistat - Digital Spaghetti: https://www.youtube.com/watch?v=exk8GrGwxGs Patrick Crawford Article: https://zerodraft.substack.com/p/creators-are-the-new-founders Runna: https://www.runna.com/ The True Cost Of YouTube: https://substack.com/home/post/p-156691960 Nick Bare: https://www.youtube.com/@nickbarefitness   Brand, Product, Content: Chris Voss - Never Split The Difference: https://amzn.to/3DrBS63 Skratch Grape: https://www.skratchlabs.com/products/energy-chews-sport-fuel?variant=41509663211591 Jonathan Levitt Pod: https://podcasts.apple.com/us/podcast/brand-vs-performance-marketing/id1737242598?i=1000673992404 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

Second Nature turns 1 year old on March 22, 2025 and a lot has happened in the outdoor industry during that time. Two specific topics came up this past week, and we wanted to take some time to discuss the impact on the industry: OnlyFans supporting athletes and Outside's latest news cycle. An interesting time for the outdoor industry, to say the least. Show Notes: Big Alta: https://www.daybreakracing.com/big-alta-50k Sabrina Stanley: https://www.instagram.com/sabrinaleannstanley/ Escape Collective Article: https://escapecollective.com/theres-a-wildfire-outside/ Ikigai (Book): https://amzn.to/4hgIgeq Brand, Product, Content: Eric's Film (Trailer): https://www.youtube.com/watch?v=avuV-EKwQz8 Anton x La Sportiva: https://www.instagram.com/p/DHEAYSPOu_j/ 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

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