Second Nature

Arielle Knutson is the CEO of Oiselle, a running apparel brand for women, by women. In the podcast, we talk about her journey that started as a member of Oiselle's ambassador program, and how she found her way into the Outdoor Industry. Links: Oiselle Arielle Knutson on LinkedIn Oiselle Director of Marketing Role Morning Brew article about Arielle's brand going viral on TikTok Aaron's favorite cottage cheese pancake recipe NYT Bestselling Author and Oiselle athlete Lauren Fleshman Alexis Ohanian> BPC: Ironman Women's World Championships Coverage Lauren Fleshman's "Good For A Girl" Alexis Ohanian 20VC Podcast Episode 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

Nike has a new incoming CEO and we've got our resident Nike expert, Steve Holmberg, joining us for the podcast to talk about what this means for Nike - and maybe more importantly - what that could mean for the Challenger Brands that have taken advantage of the opportunity that Nike's misstep has created. As a 17-year veteran of Nike, Steve had some interesting thoughts on how this incoming CEO news was received, and what Elliott Hill must do in the next year to get Nike back on track. Following our Nike discussion, Steve sticks around to riff with us on a new Galaxy Brain idea, then we dive into two articles he sourced - one about the end of Gorpcore and another about Lululemon's study around global wellness and the burnout that is coming along with it. As always, we end with a lively BPC segment, where we share our favorite things in Brand, Product and Content. Links: Elliott Hill on LinkedIn GQ: The End of Gorpcore? Lululemon's Global Wellness Report Your Friend in Reykjavik Health Goth Trend Quiet Luxury Veilance (Sub-brand of Arc'teryx)> The Row (Brand) Oura Ring BPC: New Yorker article - Grant Petersen Rivendell Bicycles Raide Research Running Belt Aaron's Cross-Country Roadtrip 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 dig in to the real issues that they face as business owners and content creators, and the tactics that they might pursue to push past their current boundaries. They also riff on a "Galaxy Brain" idea that is sure to bring out some strong opinions and ideas of how best to support deserving athletes in the outdoor space. After that, it's a deep dive into an article titled "The End Of Big Surf" and the cautionary tale that could apply to outdoor sports in the future. The episodes wraps up as always with Job of the Week and BPC, with plenty of brands, product and content to highlight this week. Links: James Smith "Why I Quit" Video: https://youtu.be/VPH47CfCmL0 Ed Lawrence: https://youtu.be/M8W2wGRADIM Sally McRae at Trailcon: https://open.spotify.com/episode/32JLAX0Ds7UEE5Ckw04zsT?si=95e53ca3af7e4add Steve Holmberg Substack: https://steveholmberg.substack.com/ The End Of Big Surf: https://surfingworld.com.au/the-end-of-big-surf/ Bobby Hundreds - Brand Is Dead: https://substack.com/@bobbyhundreds/p-147787011 Job Of The Week - Canyon Sr. Brand Manager (US): https://www.linkedin.com/jobs/view/sr-manager-brand-and-marketing-at-canyon-bicycles-us-4023550253/ BPC: Barbarian Days: https://amzn.to/3TuyRqw DSTNC: https://www.dstnc.com/ TTL Naysh App: https://thattriathlonlife.com/blogs/journal/paula-prepares-to-race-uci-time-trials 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 is back from UTMB with all the stories to share about the event - and more specifically, all the brands and athlete stories from the week. We run through all the top brand and product launches, discuss the key moments of the week, and dive into Dylan's Extremely Scientific Top 3 Athlete Kit Ranking. Also discussed was the ambush marketing on display and some of the new brands that appeared this year at the event. Links: Freetrail UTMB Trailgating: https://www.youtube.com/playlist?list=PLzJmxVu-7Gn8TNh-hsJG1DpPdh4TSq-ST Hoka at UTMB: https://www.hoka.com/en/us/hoka-utmb/ UTMB Champ - Vincent Bouillard Interview: https://www.youtube.com/watch?v=IHpms_dnQ0I Salomon S LAB Ultra Glide Shoes: https://www.salomon.com/en-us/ultraglide Norda 005 Shoes: https://footwearnews.com/shoes/sneaker-news/norda-005-trail-running-super-shoe-1203678149/ TNF Yves Klein Kit: https://www.thenorthface.com/en-us/collections/summit-series#trail-run Wise Trail Running: https://en.wisetrailrunning.com/ Matt Walsh/Trailmix UTMB Viewership Data: https://wearetrailmix.substack.com/p/utmb-is-growing-but-where-are-the Matter of Brand/Matt Trappe - UTMB Ambush Marketing: https://amatterofbrand.substack.com/p/blowing-the-speakers-at-utmb?r=3a0aix BPC: The North Face Campaign: https://www.youtube.com/watch?v=WKTwnQMb2vw Freefly Systems: https://freeflysystems.com/ Glue Guys Podcast: https://joincolossus.com/series/glue-guys/ 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

We are on the cusp of a meaningful inflection point in the world of mountain biking. For the first time in its 20+ year history, Red Bull Rampage will welcome an entire field of women to the event. This wasn't a snap decision, it came from dedicated people like Katie Holden, who worked with the brand, the event organizers, and the riders to create the momentum to make this a reality. In this podcast, we dig into the backstory of how this came to be - and we have an unfiltered conversation about the struggles and successes that eventually unlocked such an important opportunity for the sport of mountain biking. Links: Red Bull Rampage: https://www.redbull.com/us-en/events/rampage Women's Roster: https://www.redbull.com/us-en/events/rampage/women-athlete-roster Red Bull Formation: https://www.youtube.com/watch?v=UvgbMsrgAC0 Katie's Trophy Truck Jump in Mexico: https://www.youtube.com/watch?v=UbHJO42lBCc Casey Brown: https://www.instagram.com/casey__brown__/ Rebecca Rusch - Blood Road: https://www.redbull.com/us-en/films/blood-road 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 Sharkey rejoins the podcast for this week's dive into outdoor industry news. We start with the state of the industry for outdoor retail. Matt and Aaron go deep on specialty retail and some of the emerging brands in the space - including a brand called Satisfy, who just made an interesting hire to expand their offering to include footwear. Building on that conversation, we explore which "Challenger Brand" is most likely to unseat Nike at the top (and if it could even be possible). Next, we dive into an acquisition in the metabolic health space, followed by our closing segment where we highlight our favorite things in brand, product and content. Links: Build by Tony Fadell: https://amzn.to/4gpfzwM The Rise and Rise of David Geffen: https://amzn.to/3zhYUu6 The War of Art: https://amzn.to/3TtNIS5 Satisfy Brand: https://satisfyrunning.com/ Oura x Veri: https://ouraring.com/blog/welcoming-veri-and-furthering-our-metabolic-health-ambitions/ BPC: Wild Company book: https://amzn.to/4d5COJ6 HIBT with Banana Republic: https://podcasts.apple.com/mx/podcast/banana-republic-mel-and-patricia-ziegler/id1150510297?i=1000664839923 Red Bull x Prada bike video: https://www.instagram.com/reel/C_0kFJGIbZk/ Red Bull x Prada wakeskate base jump: https://www.instagram.com/redbull/reel/C0bpOHni9w1/ 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

Jess The Maker is an internet sensation from the mountain bike world, creating fun and accessible content that connects riders of all skill levels and makes the newest members of the sport feel welcome. In just two years, she's developed a massive following, which has turned content creation into her career. In this episode, she shares insights for content creators and brands alike - everything from pitching partnerships to best practices for collaboration. Aaron was taking notes the entire episode - you might want to grab a pen and paper for this one, too. Show Notes: Jess The Maker on Instagram: https://www.instagram.com/jessthemaker Jess The Maker on YouTube: https://www.youtube.com/@jessthemaker Dirt Scouts: https://dirtscouts.co/ BPC: Olympic Mountain Biking and Tom Cruise: https://www.youtube.com/watch?v=9CahdsQFjwQ&t=202s Rebecca Rusch - Brain Storm Trailer: https://www.youtube.com/watch?v=kirqcZGSPq0 Brain Storm Podcast: https://podcasts.apple.com/ca/podcast/womens-performance/id1559405048 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, a brand strategy expert, returns to discuss the industry's pivot from athleisure to performance-oriented products. He examines the recent acquisition of MapMyFitness by Outside+, shedding light on shifting dynamics in global retail. The conversation dives into innovative tech transforming athletic performance and the delicate balance brands face between style and functionality. Holmberg also emphasizes the importance of consumer trust and quality in enhancing brand integrity. Join the discussion for insights into the future of performance branding!

Jamie O'Brien is a legendary surfer, content creator, and now owner of multiple retail locations throughout Hawaii and California. The Jamie O'Brien Surf Experience builds on the momentum that Jamie has developed over the past decade of producing films and YouTube content. After experiencing one of Jamie's retail locations in Hawaii firsthard, Aaron recounts his experience to fellow athlete content creator Eric Lagerstrom to break down everything he learned. After a bit of backstory as to how Jamie got here, Aaron and Eric dive into how they might apply those same lessons to other sports. Links: Jamie O'Brien Surf Experience Jamie's YouTube Channel Jamie's Stay Psyched Clothing Line Jamie on Instagram Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media 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 joins Aaron this week on the Friday podcast to fill in for Dylan while he's out of the country at the super bowl of trail running, UTMB. Steve was a director of strategy and consumer insights at Nike for the past 17 years, and has a wealth of knowledge and experience to pull from during this session, giving context to the latest in outdoor industry news and prompting some galaxy brain discussions as well. Show Notes: Stephen Holmberg on Linked In StockX: Jordan and Nike down double-digits Kevin Plank can't let go of Under Armour Has running gear gone too far? The rise of run clubs Brand, Product, Content: Steve's BPC: Snoop Dogg x Solo Stove Aaron's BPC: The Personal Brand Foundry Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media 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