Second Nature

Dylan Bowman & Aaron Lutze

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

  1. HACE 2 DÍAS

    What 5.5 Million Followers Taught Her About Brand Social

    Maren Hamilton ran global social at The North Face — building and executing a strategy for 5.5 million followers, integrating athletes and creators, and navigating every platform shift from the follow graph to the discovery graph. Then she left to help build Popfly, the creator platform built specifically for the outdoor industry. In this conversation, Maren shares the playbook she developed at TNF for running brand social at scale, including how to say no to the hundreds of internal requests that flood every social team, why the outdoor buying journey is fundamentally different from fashion and beauty, and what brands still get wrong about TikTok, Threads, and Facebook. Plus: Why Head of Social to CMO is now a real career path, what makes a creator pitch actually land with a brand, and the Adidas sub-two-hour marathon moment that might be the greatest brand activation of the decade. Second Nature is supported by Popfly. If you want to support our podcast - and discover a platform that we believe is one of the best tools for connecting brands and creators, follow these links: Popfly for Creators/Athletes: https://popf.ly/secondnaturecreators Popfly for Brands: https://popf.ly/secondnaturebrands Show Notes:  Maren Hamilton: https://www.marenhamilton.com/ Popfly: https://popf.ly/secondnaturebrands TNF Instagram: https://www.instagram.com/thenorthface DBo on X: https://x.com/dylanbo TikTok: https://www.tiktok.com Gnara on TikTok: https://www.tiktok.com/@gnara_apparel?lang=en Taylor Hoekstra: https://www.linkedin.com/in/taylorhoekstra/ Popfly Storefront: https://app.popfly.com/@superridertv/storefront Alpaka: https://www.alpaka.com Camp Chef: https://www.campchef.com Backcountry: https://www.backcountry.com BPC - Brand, Product, Content: Halfdays x HOKA: https://www.halfdays.com/pages/hoka-x-halfdays Keen x 18 East: https://www.keenfootwear.com/collections/keen-x-eighteen-east Gnarly Nutrition x DBo: https://www.youtube.com/watch?v=qPtESorSIso Supercommunicators (Book): https://amzn.to/3RcJ7W6 Supercommunicators (Podcast Episode): https://open.spotify.com/episode/3jqbbLEHbZyEJ2kMqNskkz Adidas Pro Evo 3: https://www.adidas.com/us/adizero-adios-pro-evo-3-shoes/KH7678.html 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

    1 h 9 min

  2. 8 MAY

    What Outdoor Brands Get Wrong About Storytelling

    Matt Trappe is a photographer, filmmaker, creative strategist, and the voice behind the Matter of Brand newsletter: one of the most consistently sharp reads on brand building in the outdoor space. In this conversation, Matt and Aaron dig into why leading with innovation and tech has become table stakes rather than a differentiator, the three elements that make a brand story actually stick, and why the most powerful thing a brand can do right now is invest in longer attention channels rather than chasing short-form reach. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Matt Trappe: https://www.linkedin.com/in/matt-trappe/ Auteur Sportif: https://auteursportif.com/ Matter Of Brand: https://amatterofbrand.substack.com/ Matt Trappe on Second Nature (2024): https://youtu.be/Y-5n57sX5S4 MOB - YouTube Strategies: https://amatterofbrand.substack.com/p/new-youtube-strategies-for-athletes NASA Artemis Recap: https://www.youtube.com/watch?v=IfRqrrBbT-Y Hyperlyte - The Kid (Video): https://www.youtube.com/watch?v=ZZmeB4qub_U Kaironic: https://auteursportif.com/products/kaironic-issue-002 Smith Optics: https://smithoptics.pxf.io/PzKObY WSJ - Alternatively Influential: https://www.wsj.com/cmo-today/forget-influencers-welcome-to-the-world-of-the-alternatively-influential-e058e639 Second Nature Slack: https://www.launchpass.com/second-nature Skratch: https://www.skratch.com Popfly: https://popf.ly/secondnaturebrands Skratch x Auteur Sportif: https://www.skratchlabs.com/pages/what-remains Tantrums: https://tantrums.run/ BPC - Brand, Product, Content Are.na: https://www.are.na/ Smith ODS5: https://smithoptics.pxf.io/vDyPVe 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

    1 h 5 min

  3. 1 MAY

    Why Your Brand's YouTube Channel Is Failing (And How to Fix It)

    Most outdoor brands have a YouTube problem. They're just not talking about it. Jeff Pelletier is a filmmaker, trail running creator, and one of the most thoughtful students of YouTube strategy and in the outdoor space. In this episode he breaks down why most brand channels are underperforming and what to actually do about it. We cover the difference between consistency and familiarity, why athlete-led channels outperform brand channels, the Marvel cinematic universe framework for building an audience around characters, and how YouTube's new collaboration feature changes the game for brand-creator partnerships. If you work at a brand, or if you're a creator who wants to bring more value to the brands that back you, this episode is required listening. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Jeff Pelletier on YouTube: https://www.youtube.com/@JeffPelletier Why Most Brands Fail On YouTube: https://open.substack.com/pub/jeffpelletier/p/why-most-brands-fail-on-youtube Super Rider Facebook: https://www.facebook.com/SuperRiderTV Darren Rayner / Magnafire: https://www.magnafiremedia.com/ Floris Gierman on Second Nature: https://youtu.be/mjMJ7lcEIGg Path Projects: https://pathprojects.com/ Outdoor Media Summit - Brand Preso: https://youtu.be/b0w462ncEEY?si=ORi2F8yGv4Rdtcos&t=774 Coros on YouTube: https://www.youtube.com/@COROSGlobal Park Tool's Sign-Off: https://www.youtube.com/watch?v=60mjoZ0XeVA Rickey Gates: https://www.rickeygates.com/ Huckberry - Dirt: https://www.youtube.com/watch?v=iXbHTtsCd_E&list=PLjHRKTS-Q5-CeCo66kFGivBMF8qB8orPh Huckberry Homes: https://www.youtube.com/playlist?list=PLjHRKTS-Q5-DBIKtFTzXdHr355duxbl7J Cody Townsend - The Fifty Project: https://www.youtube.com/playlist?list=PLSj-6RsDycxnKiIFFm0BFYoLLV5Np3K49 BPC - Brand, Product, Content: Hover Air ProMax: https://geni.us/OEkhLgI Jeff's Hover Air video: https://www.youtube.com/watch?v=0evC16wzaDE DJI Osmo Pocket 3: https://amzn.to/41XGNEo 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

    1 h 26 min

  4. 24 ABR

    Why PR Is Now More Powerful Than Paid Search

    Michael Rueckert was a ski resort marketing director who got curious about a simple question: when someone asks an AI where to ski, does Snow Basin show up? That curiosity led him down a rabbit hole that eventually became Centium AI, a platform now working with over 170 outdoor brands to help them understand and improve their visibility across every major AI model. In this conversation, Michael and Aaron dig into how ChatGPT, Gemini, Claude, and Perplexity each "think" differently about outdoor brands, why landing a GearLab ranking may now be worth more than any paid search campaign, and what it means for marketing when AI starts making purchasing decisions on behalf of humans. They also go deep on the practical side — how to set up Claude projects as a creative co-pilot, why taste is still the irreducible human advantage in an AI world, and why the outdoor industry is actually better positioned than most for what's coming. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Michael Rueckert: https://www.linkedin.com/in/michael-rueckert/ Centium AI: https://www.centium.ai/ Christian Rawles on SN: https://youtu.be/EVPKsO0O8us GearLab: https://www.outdoorgearlab.com/ OpenClaw: https://openclaw.ai/ Rick Rubin on "Taste": https://www.instagram.com/reel/DNyma-0WMZL/ Claude: https://www.claude.ai BPC - Brand, Product, Content Scott Sports: https://www.scott-sports.com/ Gnarly Nutrition: https://gognarly.com/ DBo's Gnarly Video: https://www.youtube.com/watch?v=qPtESorSIso Go-Giver (Book): https://amzn.to/4mzP632 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

    1 h 11 min

  5. 19 ABR

    Athletes, Managers, Founders — Sea Otter Unfiltered

    We hosted a Second Nature meetup with everyone at the Sea Otter Classic, and pulled a handful of friends up to the microphone to have conversations about everything happening in the industry and in their world at large.  Jeremy Dunn, Braydon Bringhurst, Eric Porter, Tom Austen, Rachel Fussell, Steve Blick and Yuri Hauswald joined Aaron on the stage to chat through the lessons they've learned and the things that they're working hard to accomplish in 2026. A big thank you to Smith Optics for hosting the space for our community to meet up, and for all the brands who contributed to our "Sea Otter Survival Kit". Show Notes: Popfly For Brands: https://popf.ly/secondnaturebrands Popfly For Creators: https://popf.ly/secondnaturecreators Jeremy Dunn: https://www.linkedin.com/in/jeremyddunn/ Smith Optics: https://www.smithoptics.com Braydon Bringhurst: https://www.instagram.com/braydonbringhurst/ HardMTB League: https://www.hardmtbleague.com/ Eric Porter: https://www.instagram.com/portermtb PorterMTB on YouTube: https://www.youtube.com/portermtb Tom Austen: https://www.linkedin.com/in/tomausten1/ Pelotan: https://usa.pelotan.cc/ Rachel Fussell: https://www.linkedin.com/in/rachel-m-fussell/ People For Bikes: https://www.peopleforbikes.org/ People For Bikes - Backyard Initiative: https://www.peopleforbikes.org/news/backyard-advocacy-toolkit Steve Blick: https://www.linkedin.com/in/steve-blick/ Yuri Hauswald: https://www.instagram.com/yhauswald/ Yuri's Charity Ride: https://app.99pledges.com/fund/yurichasetherace/yuri-hauswald 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

    1 h 39 min

  6. 15 ABR

    Bikes Are Bigger Than the Bike Industry Thinks

    What if bikes could transform cities, create economies, and solve problems nobody thought they were for? We're joined today by Peter Abraham, one of the most connected strategic minds in the bike industry, just ahead of Sea Otter Classic. We cover a lot of ground: the state of the bike industry after a brutal few years, why e-bikes are reaching people the legacy brands never could, what London and Paris figured out about infrastructure that LA hasn't, and why Bentonville might be the most important proof of concept in outdoor sports right now. Plus: the $21 million Scotland Mountain Bike Innovation Center, the LA Olympics bike infrastructure push, and why the brands at Sea Otter with just a tent and a couple of bikes on stands are leaving a lot on the table. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss   Peter Abraham: https://www.linkedin.com/in/peterabraham2/ Sea Otter Classic: https://www.seaotterclassic.com/ Bicycle Leadership Conference: https://www.bicycleleadershipconference.org/ People For Bikes: https://www.peopleforbikes.org/ Modern Elder Academy: https://www.meawisdom.com/ The Algorithm (Book): https://amzn.to/41ROQTg Rivian's e-Bike: https://ridealso.com/ Amsterdam, The Bike City: https://www.youtube.com/watch?v=DKbRL6Opifg Abundance (Book): https://amzn.to/4caqpFt Why Can't We Build Bike Lanes?: https://peterabraham.medium.com/why-cant-we-build-bike-lanes-1115b713a5cf Festival Trail: https://www.festivaltrail.org Runway Group: https://runwaynwa.com/ Scotland's MTB Innovation Center: https://www.singletracks.com/mtb-trails/thanks-to-a-21-million-investment-the-worlds-first-mtb-innovation-centre-is-breaking-ground-this-spring-in-scotland/ Atherton Bikes: https://www.athertonbikes.com/ BPC - Brand, Product, Content: Bicycle Diaries (Book): https://amzn.to/4e48iDA Barbarian Days (Book): https://amzn.to/4csxC4W Levrack: https://www.levrack.com Kitworks: https://alnk.to/hsyF2FO 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

    1 h 7 min

  7. 10 ABR

    150 Episodes In - We're Just Getting Started

    150 episodes. Two years. No shortage of stuff happening. On this milestone bro pod, we take stock of where Second Nature has been — and where things are heading. Digging into what's actually changed in 2026: what we've removed, working with an executive coach, launching a live weekly show, and opening the first mountain bike retail store in Shenzhen, China. Plus a real conversation about the grind before the momentum, why the irons are finally heating up, and what it feels like when years of consistent work starts clicking into place. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Second Nature's Catalog: https://www.youtube.com/@secondnaturemedia/videos Dustin Klein Video: https://www.youtube.com/watch?v=VM0r0_R-cfk Matt Lloyd-Thomas on SN: https://youtu.be/UFukxaniLMI Christian Rawles on SN: https://youtu.be/EVPKsO0O8us Christian Rawles: https://www.christianrawles.com/ Enneagram: https://www.eclecticenergies.com/enneagram/test Super Rider: https://www.youtube.com/@superRiderTV Freetrail Rest Day: https://podcasts.apple.com/us/podcast/the-freetrail-podcast-with-dylan-bowman/id1492327668 Trailcon: https://www.trailconference.com Outside Interactive Revenue: https://www.adweek.com/media/outside-interactive-profit-transformation/ The Rebooting - Outside: https://podcasts.apple.com/us/podcast/inside-outsides-media-as-flywheel-strategy/id1595625177?i=1000755772587 BPC - Brand, Product, Content: Thinking In Bets (Book): https://amzn.to/3QnzUK1 Speedland RXLDVL: https://www.runspeedland.com/products/rx-ldvl 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

    1 h 15 min

  8. 3 ABR

    Why Curiosity Outlasts Strategy

    Floris Gierman has it all: he's an author, content creator, co-founder of a running apparel brand, and so much more. His approach in hindsight seems methodical and measured in its approach, but the truth is that this all came around from years of consistent, small steps. In this episode, we dig into the day-to-day as well as the big picture of Floris Gierman's world. This episode is supported by Popfly, a platform that connects brands with outdoor, adventure and travel creators for campaigns. Support this podcast by using these links to check out the platform: Get a personalized Brand demo: https://popfly.com?grsf=x4d7gg Get set up as a Creator: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Show Notes: Floris Gierman: https://www.linkedin.com/in/florisgierman/ Path Projects: https://pathprojects.com/ Floris on YouTube: https://www.youtube.com/@FlorisGierman Flo's First Video: https://www.youtube.com/watch?v=1CAxzM2mkrc Extramilest Podcast: https://extramilest.com/ Personal Best Running Club: https://www.skool.com/personalbest/about Scott Bailey: https://www.linkedin.com/in/scott-bailey-0bb22b28/ Geoff Rowley: https://www.instagram.com/geoffrowley/ Running Breakthroughs (Book): https://amzn.to/4sNFEeC Ryan Hall: https://www.instagram.com/ryanhall3/ Believe In The Run: https://believeintherun.com/ Kilian on Extramilest: https://www.youtube.com/watch?v=OJZO-t6O5Bk BPC - Brand, Product, Content Manors Golf: https://manorsgolf.com/ KetoneIQ: https://ketone.com/Freetrail30 Path Projects Base Liner: https://pathprojects.com/collections/base-liners The Way Of Excellence (Book): https://amzn.to/4sNFEeC Path Projects Basis Tee: https://pathprojects.com/collections/short-sleeves-and-tanks/products/basis-tee Backcountry Slickrock Kit: https://app.popfly.com/@superridertv/storefront 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

    1 h 7 min
Ver todo (157)

Acerca de

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

Información

  • Creador
    Dylan Bowman & Aaron Lutze
  • Años de actividad
    2024 - 2026
  • Episodios
    157
  • Clasificación
    Apto
  • Copyright
    © 2024
  • Mostrar sitio web
    Second Nature

También te podría interesar