Second Nature

Dylan Bowman & Aaron Lutze

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

  1. 9h ago

    The Athlete Who Thinks Like A Founder

    Annijke Wade became an adaptive mountain biker in 2021 after a downhill accident left her with a spinal cord injury. Four years later, she's racing at events like SBT Gravel and Sea Otter Classic, running a nonprofit called Dirt Bound that develops para athletes, building a content strategy sophisticated enough to land her in a Meta Creator program, and already planning for goals she can't quite reveal yet for 2027 and 2028. In this conversation, Annijke and Aaron dig into what's changed in adaptive mountain biking over the last five years, how she thinks about building a career that doesn't depend on race results or viral moments, and what it actually takes to convince race organizers to include para athletes. They also get into her content strategy — from 822 followers to 10,000, the loop format, and working with Meta on creator growth — and what brands should look for when building long-term athlete partnerships. Show Notes: Annijke Wade: https://www.instagram.com/geodesicdome/ Bowhead Bikes: https://www.bowheadcorp.com/ Martyn Ashton: https://www.instagram.com/martynashton/ Rideable Now: https://www.rideablenow.com/ Rebecca's Private Idaho: https://www.rebeccasprivateidaho.com/ Annijke's Shreddit Film: https://www.youtube.com/watch?v=WE8_RpvGO6c Dirt Bound: https://www.dirtboundcycling.com/ Dialed Creator Program: https://www.skool.com/dialedcreator/about BPC - Brand, Product, Content: Lael Wilcox: https://www.instagram.com/laelwilcox/ Matador - refillable toothpaste: https://www.matadorequipment.com/products/refillable-toothpaste-tubes Ozlo Sleepbuds: https://ozlosleep.com/ TRTL Neckwrap: https://amzn.to/4pVM8Y0 Any One Of Us (Film): https://www.youtube.com/watch?v=5kKJdHMJJJU 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 #podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business

  2. Aug 7

    How One Brand Can Predict the Industry's Next Move

    Jill Nazeer is the brand marketing manager at Salsa Cycles and one of the most experienced athlete and content marketers in the bike industry. Before Salsa, she was at Diamondback during one of the most interesting periods in mountain bike content history: when Seth from Berm Peak was just a guy with a cool YouTube channel, and Eric Porter was figuring out what adventure content could look like. She helped build what became one of the most effective creator rosters in the industry, almost by accident. In this conversation, Jill walks through what she learned about athlete marketing at Diamondback, how Salsa's relationship with parent company QBP gives them an unusual data advantage in the industry, and why she spent two years making penny farthing jokes before becoming a true believer in 32-inch wheels. She also gets into what brands get wrong about the DTC vs. bike shop debate, why the bike shop still matters more than most people think, and the Columbia Flat Earther campaign — which might be the most creative brand marketing move of the year. Show Notes: Jill Nazeer: https://www.linkedin.com/in/jill-nazeer-a05b554/ Salsa Cycles: https://www.salsacycles.com/ Eric Porter: https://www.youtube.com/@PorterMTB Berm Peak: https://www.youtube.com/@SethsBikeHacks Mike Hopkins - Dream Ride: https://www.youtube.com/watch?v=Kn1dcZTSAzk Micayla Gatto: https://www.instagram.com/micaylagatto/ QBP: https://www.qbp.com/ Surly: https://surlybikes.com/ Salsa Fargo 32: https://www.salsacycles.com/collections/fargo-32 Unbound Gravel: https://www.unboundgravel.com/ Wanderosa: https://www.salsacycles.com/collections/wanderosa SENIQ on Second Nature: https://youtu.be/LUkiabROzdg BPC - Brand, Product, Content: Columbia Expedition Impossible: https://www.columbia.com/expedition-impossible.html Backcountry Slickrock Kit: https://backcountrycreator.tnu8.net/1G2WPB Wild Rye: https://wild-rye.com/ Shredly: https://shredly.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 #podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business

  3. Jul 31

    What Victoria's Secret Taught Two Founders About the Outdoor Industry

    Tina and Madison started SENIQ after nearly a decade building careers at Victoria's Secret and Backcountry — and it turns out the most important lessons they carried into their brand came from a lingerie company, not an outdoor retailer. Growing up in a world where women sat on every leadership team and product innovation was the quarterback of the business shaped how they think about building SENIQ from the ground up. In this conversation, the co-founders of SENIQ walk through the full story — writing their business plan on a template they found online, moving into their parents' basements in Columbus, Ohio to launch, and trusting their gut to launch a ski collection six months in, despite every mentor telling them not to. They also get into how low-res iPhone content consistently outperformed expensive campaign shoots, why co-founders who disagree on everything make better brands, and how to figure out which voices to ignore when you're building something nobody has built before. Second Nature is proudly supported by: Halo: https://poweredbyhalo.com/ Popfly (for brands): https://popf.ly/secondnaturebrands Popfly (for creators): https://popf.ly/secondnaturecreators Show Notes: Tina Thompson: https://www.linkedin.com/in/valentinathompson/ Madison Hilson: https://www.linkedin.com/in/madison-hilson/ SENIQ: https://seniqbrand.com/ Backcountry: https://www.backcountry.com Business Plan Template: https://offers.hubspot.com/business-plan-template SENIQ Instagram: https://www.instagram.com/seniq Mattie Sims on Second Nature: https://www.youtube.com/watch?v=tJl441qcZLk BPC - Brand, Product, Content: Primally Pure Deodorant: https://primallypure.com/ Gorpgirls x Oboz: https://obozfootwear.com/pages/oboz-x-gorp-girls Never Slept - Nike Knicks Ad: https://www.instagram.com/reels/DZjR_dosb9x/ Dream Crazier - Nike Ad: https://www.youtube.com/watch?v=zWfX5jeF6k4 Garmin 970: https://backcountrycreator.tnu8.net/L0rY60 Detours With Valentina: https://valentinathompson.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

  4. Jul 24

    He Never Wanted to Go Viral. That's Why Brands Trust Him.

    Tommie Runz started running in 2018, a year after choosing sobriety, and began documenting the journey simply because it felt good to share progress and get encouragement. Seven years later, he's built an audience of over 30,000 through nothing but consistency and honesty — no viral moments, no big follower jumps, just a steady climb built entirely on trust. In this conversation, Tommie and Aaron pick up where they left off after a live panel at TrailCon, digging into what it actually looks like to build a career as an athlete-creator without compromising who you are. Tommie breaks down why he's turned down "ambassador" deals that undervalue creators, how relationships with brands often take years rather than emails to develop, and the moment he realized his content needed to sound exactly like him or it wasn't worth doing at all. Second Nature is supported by Popfly: Popfly for Creators: https://popf.ly/secondnaturecreators Popfly for Brands: https://popf.ly/secondnaturebrands Show Notes: Tommie Runz: https://www.tommierunz.com/ Tommie on Instagram: https://www.instagram.com/Tommie_Runz Tommie on YouTube: https://www.youtube.com/@Tommie_Runz PR Project (Podcast): https://www.youtube.com/c/PRProject/videos Asics: https://www.asics.com/ Mack Baker (Asics): https://www.linkedin.com/in/mack-baker-b6218717/ Cosign Creatives: https://cosignmag.com/cosign-creative-agency/ Tommie Runz Show (Podcast): https://podcasts.apple.com/us/podcast/the-tommie-runz-show/id1538233660 Broken Arrow: https://www.brokenarrowskyrace.com/ Tommie on Freetrail: https://www.youtube.com/watch?v=q7lJd4t12a8 TrailCon: https://www.trailconference.com BPC - Brand, Product, Content: Currently: https://currentlyrunning.com/ Best Running Podcasts: https://bestrunningpodcasts.com/ Precision Fuel & Hydration: https://www.precisionhydration.com/ Aaronnomics: https://www.instagram.com/aaronnomics/ 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

  5. Jul 17

    State of the Industry: Trail Running at TrailCon

    Steve Holmberg and Matt Trappe are back for a debrief on one of the biggest weeks in trail running — Broken Arrow, Western States, and everything in between at TrailCon. Steve breaks down his state-of-the-industry analysis: why trail running's rebrand from "ultra running" unlocked massive new participation, why the sport is about to fragment the way mountain biking did decades ago, and why brands chasing "max" specs are about to pivot to "right" specs built specifically for trail. Then Matt takes listeners inside a project few people got to experience firsthand — a house in Tahoe built with Skratch and other partners, designed to bring brand leaders, athletes, and creators together without competitive walls. He explains the intention behind it, what happened when 37 of 40 people in the room spoke up during an unscripted conversation, and why some of the best moments of the week happened specifically because they weren't being recorded. Show Notes: Popfly for Brands: https://popf.ly/secondnaturebrands Popfly for Creators: https://popf.ly/secondnaturecreators Steve Holmberg: https://www.linkedin.com/in/stephenholmberg/ Matt Trappe: https://www.linkedin.com/in/matt-trappe/ Insight Accelerator: https://insight-accelerator.com/ Matter of Brand: https://amatterofbrand.substack.com/ TrailCon: https://www.trailconference.com Tommie Runz: https://www.instagram.com/tommie_runz/ Salomon TV - Trail Dogs: https://www.youtube.com/watch?v=05sUhlxFBk0 Salomon TV - Bill Dooper: https://www.youtube.com/watch?v=OF8ZdwpnTLQ WSJ on Trail Runners: https://www.wsj.com/style/fashion/trail-running-footwear-9d39a2c6 Broken Arrow: https://www.brokenarrowskyrace.com/ ACG: https://www.nike.com/acg Freetrail: https://www.freetrail.com Tantrums: https://tantrums.run/ Amazfit: https://us.amazfit.com/ Skratch: https://www.skratchlabs.com/ SF Run Co: https://store.sfrunco.com/ BPC - Brand, Product, Content: Hilary Yang "Raise The Bar": https://www.thehilaryann.com/raise-the-bar Marin Rift Zone EL XR: https://marinbikes.com/products/2025-rift-zone-el-xr-int Golden Hour Racing Shirt: https://auteursportif.com/collections/golden-hour-racing-capsule 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

  6. Jul 10

    The Last Time Someone Reinvented Camping Was 1962

    Matt Oesterle built his first company, Callisto Media, from zero to $85 million in revenue by using data to disrupt the book publishing industry. Then he sold it to Penguin Random House and asked himself: what's the next industry that hasn't been forced to evolve? The answer was camping — an industry whose biggest brands were founded in the 1960s and haven't changed much since. In this conversation, Matt walks through the framework he uses to pick businesses, how he designed the Ramble campground experience from scratch, and what it takes to build a hospitality brand that maintains a 4.98-star review score while scaling to 100+ locations. He also gets into the role of data versus instinct in entrepreneurship, why type two fun is a hiring requirement for his team, and why you don't have to be a sociopath to build something great. If you've ever looked at an industry and thought "someone should fix this" — this is the episode for you. Show Notes: Popfly for Brands: https://popf.ly/secondnaturebrands Popfly for Athletes: https://popf.ly/secondnaturecreators Matt Oesterle: https://www.linkedin.com/in/oesterle/ Ramble Campgrounds: https://ramble.camp/ Next Ventures: https://www.nextventures.com/ Mel Strong on Second Nature: https://www.youtube.com/watch?v=KlcjUzrM3Jg Callisto Media: https://www.sourcebooks.com/callisto HipCamp: https://www.hipcamp.com/ Net Promoter Score (Term): https://www.qualtrics.com/articles/customer-experience/net-promoter-score/ Solo Stove: https://www.solostove.com/ Zendesk: https://www.zendesk.com/ The Everything Store (Book): https://amzn.to/4vpM8kx BPC - Brand, Product, Content: RAB: https://rab.equipment/ The Algorithm (Book): https://amzn.to/4aOzKTJ MFM Pod - The Algorithm Author: https://www.youtube.com/watch?v=GG4TwQEYdBY New Yorker Profile - Sam Altman: https://www.newyorker.com/magazine/2026/04/13/sam-altman-may-control-our-future-can-he-be-trusted *** 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

  7. Jul 3

    Martyn Ashton on Rideable Now and the Future of Adaptive MTB

    Martyn Ashton spent two decades as one of the most influential trials riders in the world — making the smallest, most niche discipline of mountain biking accessible and exciting for a global audience through videos, shows, and a personality that made everyone feel like they could try it. In 2013, a crash during a stunt show left him paralyzed. Now he's doing the exact same thing all over again — this time for adaptive mountain biking. In this conversation, Martyn walks through the founding of Rideable Now, a not-for-profit organization dedicated to helping people with disabilities and life-changing injuries access adaptive mountain bikes. He explains why modern adaptive bikes aren't a watered-down version of mountain biking — they're genuinely terrifying, capable machines that unlock every trail in the world for people who never thought they'd ride again. He also gets into the economics of £25,000 bikes, why the e-bike power race could go too far, and the moment he gave away Rideable Now's first complete bike to a father of three who had no idea it was coming. Show Notes: Popfly for Brands: https://popf.ly/secondnaturebrands Popfly for Athletes: https://popf.ly/secondnaturecreators Martyn Ashton: https://www.instagram.com/martynashton/ Rideable Now: https://www.rideablenow.com/ Bowhead Bikes: https://www.bowheadcorp.com/ Cole Bernier: https://www.instagram.com/cbreezyrides/ Annijke Wade: https://www.instagram.com/geodesicdome/ Random Tandem: https://www.youtube.com/watch?v=onoeq45G6ec Dirty Tricks and Cunning Stunts: https://www.youtube.com/watch?v=Rd3n8-0tuHU GMBN: https://www.gmbn.com/ Rideable Now Membership: https://www.rideablenow.com/join Disabled Dad Of Three: https://www.instagram.com/disableddadof3/ High Fives Foundation: https://highfivesfoundation.org/ BPC - Brand, Product, Content Topeak Digital Tire Pump: https://backcountrycreator.tnu8.net/DWBMvq Stashed Spacerail (10% discount link): https://www.stashedproducts.com/superrider *** 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

  8. Jun 26

    You've Heard of Heat Training. Here's How It Actually Works.

    Ross McGraw has had one of the more interesting career arcs in the outdoor industry — from Nike's NYC Run program to Vice Media and Viacom, to helping build Hammerhead through its acquisition by SRAM, and now leading commercial efforts at CORE, the company changing how elite athletes think about heat. In this conversation, Ross breaks down the science of heat training in plain language — why 80% of the energy athletes generate is thermal, how heat zones work, and why the world's best cyclists and runners are training in heat suits before major races. He also gets into what it felt like to go from being a cog in a media machine to betting on himself in sports tech, why triathlon taught him more about business than any corporate job, and how to know when you're doing the "social run" version of your career. Show Notes: Popfly for Brands: https://popf.ly/secondnaturebrands Popfly for Athletes/Creators: https://popf.ly/secondnaturecreators Ross McGraw: https://www.linkedin.com/in/rossmcgraw/ CORE: https://corebodytemp.com/ CORE Heat Suit: https://corebodytemp.com/products/core-suit CORE Heat Zones: https://help.corebodytemp.com/en/articles/10447111-heat-zones Hammerhead: https://shop.sram.com/pages/hammerhead Zwift Bike: https://us.zwift.com/collections/equipment/products/zwift-ride-smart-frame Wahoo Software Update: https://www.bikeradar.com/news/wahoo-elemnt-firmware-update-2026 BPC - Brand, Product, Content: World Cup - Adidas ad: https://www.youtube.com/watch?v=mJJY53qhJe0 Breathe (Book): https://amzn.to/4eBoX0f Respire Mouth Tape: https://respire.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

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4.9
out of 5
97 Ratings

About

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

Information

  • Creator
    Dylan Bowman & Aaron Lutze
  • Years Active
    2024 - 2026
  • Episodes
    170
  • Rating
    Explicit
  • Copyright
    © 2024
  • Show Website
    Second Nature

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