This is episode #1 of Second Nature. A new media project from Dylan Bowman and Aaron Lutze, Second Nature focuses on the business of outdoor -- providing analysis and commentary on what's evolving in the outdoor, action, and endurance sport market. In the first episode tackle the following products:

• Business planning process for FURTHER
• The challenge of being authentic in a new category and with a new consumer
• Developing footwear as a world-class apparel brand
• The danger of losing focus on lululemon's core markets of yoga and athleisure
• The vision, marketing, and distribution of FURTHER
• What lululemon could have done better
• History of Kevin Plank and Under Armour and his return as CEO
• Brand, Product, Content: Substack & ROA Hiking

Next week we'll be back to talk a bit more about the short and long-term vision for Second Nature, the intersection of fashion and outdoor, and Rich Roll's new podcast network. In the meantime, signup for our newsletter.