Second Nature

Dylan Bowman & Aaron Lutze
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The business of outdoor hosted by Aaron Lutze & Dylan Bowman

  1. HÁ 4 DIAS

    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

    1h 11min

  2. 19 DE 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

    1h 39min

  3. 15 DE 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

    1h 7min

  4. 10 DE 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

    1h 15min

  5. 3 DE 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

    1h 7min

  6. 27 DE MAR.

    The Evolution of Brands, Athletes and Creators

    The Evolution of Brands, Athletes and Creators If there's one thing for certain, it's that nothing ever stays the same - doubly so if you're a brand in the outdoor space or an athlete or creator. Over the past year, we've had so many discussions about what's working, the right way to approach it, and how it has evolved. Jonathan Levitt: https://www.linkedin.com/in/jlevitt815/ Small Shows Hit Different: https://substack.com/@longrunlabs/p-190439642 Hollow Socks: https://hollowsocks.com/ Hollow Socks on Second Nature: https://youtu.be/qri10TgoOMM Jonathan's Previous SN episode: https://youtu.be/fYEjPke9Btg Brand Partnership 101 Article: https://substack.com/home/post/p-170877180 Substack Podcasts: https://on.substack.com/p/introducing-the-substack-recording Colleen Quigley: https://www.instagram.com/steeple_squigs/ Kitworks: https://alnk.to/hsyF2FO Claude: https://claude.ai/ Eternal: https://www.eternal.co Alex Mather on Second Nature The Huddle: https://findmyhuddle.com/ Second Nature Slack: https://www.launchpass.com/second-nature BPC - Brand, Product, Content: Raziq Rauf "This Is Running" (Book): https://amzn.to/3PteKKk Seth LaRue Trail Waves: https://trailwaves.substack.com/ Wahoo Kickr: https://amzn.to/4bAgDgY 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

    1h 12min

  7. 20 DE MAR.

    A Refreshing Approach To Acquisition In the Outdoor Industry

    Recently, two long-standing outdoor industry businesses, Alpenglow Expeditions and Thomson Bike Tours, were acquired by Milky Way Park. But while acquisitions are nothing new to the outdoor industry, the way it came together (and continues to develop) is worth a closer look. On this episode, iconic athlete and Alpenglow founder Adrian Ballinger joins Milky Way Park's founder Matthew Lloyd-Thomas to share the story. Show Notes: Adrian Ballinger: https://www.instagram.com/adrianballinger/ Alpenglow Expeditions: https://alpenglowexpeditions.com/ Matthew Lloyd-Thomas: https://www.linkedin.com/in/matthew-lloyd-thomas-541a9614/ Milky Way Park: https://www.milkywaypark.com/ Chernin Group: https://tcg.co/ Unrivaled Sports: https://www.unrivaledsports.com/ Emily Harrington: https://www.instagram.com/emilyaharrington/ Thomson Bike Tours: https://www.thomsonbiketours.com/ Aiden Charles (Coach): https://www.charlescoaching.com/coaches/ The Duffel Shuffle Podcast: https://www.duffelshufflepodcast.com/ DangerStik: https://www.youtube.com/@DangerStikTV Mt Everest Ski Project: https://www.youtube.com/watch?v=cjZvFY6__qw Centium AI: https://www.centium.ai/ BPC - Brand, Product, Content Luft Bike Shop: https://luftlosangeles.com/ Zipp 404 Wheels: https://www.sram.com/en/zipp/models/wh-404-ftld-b1 Keith McNally "I Regret Everything" (Book): https://amzn.to/40BXhBO Derek Thompson - Fatherhood: https://www.derekthompson.org/p/three-reasons-to-be-a-parent Lenz Heated Socks: https://lenzproducts.com/ Broken Arrow Skyrace: https://www.brokenarrowskyrace.com/ Tangle Podcast: https://podcasts.apple.com/gb/podcast/tangle/id1538788132 Freehub Magazine: https://freehub.com/ John Mackey on David Senra: https://www.youtube.com/watch?v=U8zqsiePKsg Jason Fried on David Senra: https://www.youtube.com/watch?v=BdDCtMA1gSw 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

    1h 17min

  8. 13 DE MAR.

    The Future Of Investing In The Outdoor Industry

    The Future Of Investing In The Outdoor Industry Mel Strong made a meaningful impression during her first appearance on the podcast, and we've got her back on the podcast again to demystify how brands can raise capital, how to speak to boards and VCs, and to answer the all-important question...should we have our own venture fund? Show Notes: Mel Strong: https://www.linkedin.com/in/melanie-strong/ Mel's First Second Nature Episode: https://www.youtube.com/watch?v=q2V0nDHyQRw Next Ventures: https://www.nextventures.com/ TRE: https://www.therunningevent.com/ Nike ACG: http://nikeacg.com/ Oura: https://ouraring.com/ Trial Library: https://www.triallibrary.com/ Eternal: https://eternal.co/ Trucks (VC): https://www.trucks.vc/ Next Ventures Substack: https://nextventures.substack.com/ Felix Kim: https://www.linkedin.com/in/felixkim93/ Ramble Campgrounds: https://ramble.camp/ BPC - Brand, Product, Content: Ramble Campground: https://ramble.camp/ Path Projects - Basis Tee: https://pathprojects.com/products/basis-tee The Courage To Be Disliked (Book): https://amzn.to/471R716 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

    1h 15min
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Sobre

The business of outdoor hosted by Aaron Lutze & Dylan Bowman

Informações

  • Criado por
    Dylan Bowman & Aaron Lutze
  • Anos de atividade
    2024 - 2026
  • Episódios
    154
  • Classificação
    Livre
  • Copyright
    © 2024
  • Site do podcast
    Second Nature

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