Lisa Hassig is the Global Brand + Sports Partnerships Director for AG1. While AG1 has partnered with some of the biggest athletes and creators on their partnerships, we took the conversation in a slightly different direction to share the lifecycle of a collaboration. There are five distinct phases to a solid partnership, and in today's episode, Lisa shares her best practices (and some stories) for each step of the journey.

Show Notes:

Lisa Hassig: https://www.linkedin.com/in/lisahassig/

AG1: https://drinkag1.com/

Airport AG1: https://www.instagram.com/p/DDGQJtVuyKO/

Ripper (Golf Team): https://www.livgolf.com/ripper-gc/roster

SailGP Partnership: https://sailgp.com/news/25/ag1-united-states-announce-new-partnership

Christina Lustenberger: https://www.instagram.com/christinalusti/

BPC - Brand, Product, Content:

Pelotan Sun Protection: https://pelotan.cc/

Prenuvo: https://prenuvo.com/ (Use Aaron's code to get $300 off: 1deme )

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Daniel Marrett is the global Director of Marketing and Strategy at Ciele, and has been with the brand for nearly six years as they've gone through every iteration to arrive at this point. During the conversation, we learn the origin of the name, dig into the expansion beyond hats, and go deep on what it truly means to collaborate as a brand.

Show Notes:

Daniel Marrett: https://www.linkedin.com/in/dmarrett/

Ciele: https://cieleathletics.com/

Aaron's new pants: https://cieleathletics.com/products/u-evdpant-bluebird

BPC:

Raide LF 2L: https://raideresearch.com/collections/trail-shop-all

Nick Denton - Semafor podcast: https://podcasts.apple.com/gb/podcast/nick-dentons-surprising-return-courtesy-of-elon-musk/id1746776326?i=1000701219273

Ryan Holiday Conspiracy (book): https://amzn.to/4jjjZ8R

Dustin Klein: https://www.youtube.com/watch?v=QjJ4hYSunq4

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Christina Henderson, the director of both The Running Event and Switchback, joins Second Nature to talk about the behind the scenes of two important events in the outdoor industry. As a 10-year veteran of TRE, she shares stories and details about the event - as well as the future of Switchback, a show that is focused on the outdoor industry (running and beyond) that is launching as a standalone event this June in Nashville.

Show Notes:

Christina Henderson: https://www.linkedin.com/in/christina-henderson-7b58b561/

Switchback: https://www.switchbackevent.com/

The Running Event: https://www.therunningevent.com/

OIA: https://outdoorindustry.org/

Diversified: https://www.divcom.com/

BPC - Brand, Product, Content:

Untamed (book): https://amzn.to/3EloAZi

The Speed Project: https://www.instagram.com/thespeedproject/

Tommie Runz: https://www.tommierunz.com/

Inside Tracker: https://www.insidetracker.com/

The Art of Gathering (book): https://amzn.to/42ntjBK

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Sam Degenhard is the Founder and CEO of Campfire Ranch. Like most of us, Sam dreamed of one day launching a business in the outdoor industry. His approach to taking "the leap" involved graduate school, using the dedicated time to hone his concept and approach, preparing as best he could for the launch of the business. As things typically go, the universe had a different timeline in mind. Find out how Sam dealt with an accelerated timeline, what he's learned since then, and how he envisions the future of the business.

Show Notes:

Campfire Ranch: https://campfireranch.co/

Sam Degenhard: https://www.linkedin.com/in/samdegenhard/

Unreasonable Hospitality (book): https://amzn.to/3Y95vQH

BPC - Brand, Product, Content:

Baldface Lodge: https://www.nelsonkootenaylake.com/listing/baldface-lodge

MAVRIX Game: https://store.steampowered.com/app/2926900/MAVRIX_by_Matt_Jones/

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Arc'teryx has officially launched a line of trail running footwear, created in collaboration with their athletes. Josh Herr and Kat Drew join the podcast to talk about the process of bringing Arc'teryx's new footwear to life, how they incorporated athlete feedback, and the future of product development in trail running.

Arc'teryx: https://arcteryx.com/

Josh Herr: https://www.linkedin.com/in/josh-herr-1b6b0a1/

Kat Drew: https://www.instagram.com/katdrew/

Adam Campbell: https://www.instagram.com/adamo1979/

Alana Yip: https://www.instagram.com/alannah_yip/

Ovi Garcia: https://www.linkedin.com/in/ovidiog/

Greg Hill: https://www.instagram.com/_greghill_/

Baden-Powell Trail: https://www.vancouvertrails.com/trails/baden-powell-deep-cove-to-lynn-canyon/

Protos Of The Gram: https://www.instagram.com/protosofthegram/

BPC - Brand, Product, Content:

Sapiens (book): https://amzn.to/4487J6N

Rick Rubin Substack: https://substack.com/@rickrubin

Modern Elder Academy: https://www.meawisdom.com/workshop/superage-fitness-own-your-fitness-own-your-future/

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Two of the biggest events in the bike industry are the Life Time Grand Prix and Sea Otter Classic, and today's guest is Sarah Stutman, who has played a big role in both of them. We dive into mass participation events, where growth is happening in the endurance event space, and what the future looks like for mountain biking, gravel racing and trail running.

Show Notes:

Sarah Stutman: https://www.linkedin.com/in/sarahstutman/

Life Time Grand Prix: https://www.lifetimegrandprix.com/

Sea Otter Classic: https://www.seaotterclassic.com/

Payson on Second Nature: https://www.youtube.com/watch?v=zUmQ6qA6Fo8

Bahram Akradi: https://www.linkedin.com/in/bahramakradi/

Alabama Event: https://news.lifetime.life/2025-03-28-Life-Time-Announces-New-Mountain-Bike-and-Run-Event-Coldwater-Trail-in-Northeast-Alabama-on-Oct-24-25

Innovate Alabama: https://innovatealabama.org/

Gravity Logic: https://www.whistlergravitylogic.com/

Industry Connect: https://www.seaotterclassic.com/industry-connect/

Full Swing (Trailer): https://www.youtube.com/watch?v=eC0npETF4PY

BPC - Brand, Product, Content:

Melanzana: https://melanzana.com/

Final Boss Sour: https://finalbosssour.com/

The Lebronversation: https://www.youtube.com/watch?v=vH0OetsEZ7A

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media

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After the recent discussion about Outside, we realized that we had more to say - and more appropriately, a more constructive discussion about how we would look at the situation and handle it if it were up to us. It's a back-and-forth about open versus closed content ecosystems - as well as a callback to a favorite Galaxy Brain idea that we've been kicking around.

Escape Collective Article: https://escapecollective.com/theres-a-wildfire-outside/

PinkBike: https://pinkbike.com

ReconMTB: https://reconmtb.com

Billy Oppenheimer Newsletter: https://billyoppenheimer.com/newsletter/

Smart Magic: https://www.smartmagic.com/

Barbarian Days (Book): https://amzn.to/43okhXr

Brand, Product, Content (BPC):

Not A Playbook (Book): https://www.fupe.wtf/projects/not-a-playbook

Brand New Story: https://brandnewstory.substack.com/p/31-writing-a-brands-story

Chianti Race Recap: https://www.youtube.com/watch?v=hUVO1JXPGnk

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Max Lenk joined X-Bionic three years ago as the established brand was transitioning into its next phase. Or as Max calls it: "the re-startup". Max and the X-Bionic team have brought meaningful evolution to the brand, most recently launching a footwear category with their Terraskin trail running shoes.

Max Lenk: https://www.linkedin.com/in/maximilian-lenk-1abba4152/

X-Bionic: https://www.x-bionic.com/

Sam Altman - Focus and Intensity: https://article.voxsnap.com/ycombinator/focus

X-Bionic Terraskin: https://www.x-bionic.com/en-us/collections/trail-running/products/x-bionic-terraskin-x00-c

ISPO Award: https://www.ispo.com/en/promotion/ispo-award-winner-x-bionic-terraskin-x00-c

Sebastian Steudtner (Surfer): https://www.instagram.com/xbionic/reel/C58eqJRIyzy/

Brand, Product, Content (BPC):

Marco Odermatt: https://www.instagram.com/marcoodermatt/

Deity Dark Room: https://www.deitycomponents.com/

Portal Brand: https://portal-brand.com

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media

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Payson McElveen is a professional mountain biker, gravel racer and podcaster - host of With Pace (previously known as The Adventure Stache). During this discussion, Payson shares his approach to business as an athlete and podcaster, comparing notes on his journey as a media operator in the outdoor industry with Dylan and Aaron.

Show Notes:

Payson McElveen: https://www.instagram.com/paysonmcelveen/

Payson's Podcast: https://open.spotify.com/show/2DJhVL3faEez1BvoaqVGRc?si=086c240f0acb4b84

Payson - Crossing Iceland: https://www.youtube.com/watch?v=LgY3peQIzNA

Osprey: https://www.osprey.com/

Sasha DiGiulian: https://www.instagram.com/sashadigiulian/

Lifetime Gravel: https://www.lifetimegrandprix.com/

Broc Raiford: https://www.instagram.com/brocraiford/

Brand, Product, Content:

Sahara Gravel Race: https://www.instagram.com/sahara_gravel/

The Five Year Journal: https://amzn.to/41rFsVJ

Anton's Journals: https://www.youtube.com/watch?v=sQo_qSuwv28

Telepathy Tapes: https://podcasts.apple.com/us/podcast/the-telepathy-tapes/id1766382649

Five Ten BOA Shoes: http://jenson.sjv.io/55nmNb

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media

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Nathan Helming co-founded The Run Experience during the early days of YouTube, when ideas like the creator economy - or even the monetization of content - were part of the equation. Nathan and his team built the channel, coaching, subscription and membership platform for nearly eight years before moving to an acquisition. In today's discussion, Nathan shares the entire lifecycle of the business, from beginning to end.

Nathan Helming: https://www.linkedin.com/in/nathan-helming/

The Run Experience: https://www.youtube.com/therunexperience

Kelly Starrett: https://www.youtube.com/@TheReadyState

Sage Canaday: https://www.youtube.com/@Vo2maxProductions

Ginger Runner: https://www.youtube.com/@TheGingerRunner

Casey Neistat - Digital Spaghetti: https://www.youtube.com/watch?v=exk8GrGwxGs

Patrick Crawford Article: https://zerodraft.substack.com/p/creators-are-the-new-founders

Runna: https://www.runna.com/

The True Cost Of YouTube: https://substack.com/home/post/p-156691960

Nick Bare: https://www.youtube.com/@nickbarefitness

Brand, Product, Content:

Chris Voss - Never Split The Difference: https://amzn.to/3DrBS63

Skratch Grape: https://www.skratchlabs.com/products/energy-chews-sport-fuel?variant=41509663211591

Jonathan Levitt Pod: https://podcasts.apple.com/us/podcast/brand-vs-performance-marketing/id1737242598?i=1000673992404

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