Eric Lagerstrom recently released "Look For Things Where You Can Find Them" - a film that gave him the opportunity to share his perspective on triathlon outside the tape of a traditional race course. Not only did he achieve that, but he dramatically raised the bar for the entire endurance sports community. Eric Lagerstrom and Paula Findlay have been building a large community with That Triathlon Life (TTL) and this film was a project that Eric has been chasing for a while. We sat down for a conversation about the creation of the film, the audience reception, and what's next.

Show Notes:

Look For Things Where You Can Find Them (Film): https://www.youtube.com/watch?v=1nP5DPirgnE

TTL: https://www.instagram.com/that.triathlonlife/

Lionel Sanders: https://www.instagram.com/lsanderstri/

Paula Findlay: https://www.instagram.com/paula_findlay/

Ötillö: https://otilloswimrun.com/

Extreme Triathlon: https://xtri-series.com/

Red Bull Solstice Sessions: https://www.redbull.com/us-en/triathlon-eric-lagerstrom-solstice-sessions

Brand, Product, Content (BPC):

Foreign Rider: https://www.foreignrider.com/

Foreign Rider TTL Collab: https://www.instagram.com/reel/DF5e3-DRDkk/

Yowamushi Pedal: https://www.youtube.com/watch?v=WpRDYrFpdTU

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Yuri Hauswald has kept one foot in both worlds for the better part of two decades: working professional and professional athlete. As the Elite Athlete and Community Manager for GU Energy Labs, Yuri has the perspective for aspiring athletes, as well as athletes looking to make moves for the next stage in their career. Aaron and Yuri compare notes on their experiences working with athletes - and how they both came to the same conclusion about the future of athlete marketing.

Show Notes:

Yuri Hauswald: https://www.linkedin.com/in/yuri-hauswald-b52046a/

GU Energy Labs: https://guenergy.com/

Bear Development Team: https://www.beardevteam.com/

What's The Rusch: https://www.rebeccarusch.com/whats-the-rusch-podcast

Payson Podcast: https://podcasts.apple.com/us/podcast/payson-mcelveen-and-the-cauldron-of-content/id1737242598?i=1000701249647

Harlem Run: https://www.harlemrun.com/

Unbound Gravel: https://www.unboundgravel.com/

Camelbak Chase Vest: https://www.camelbak.com/shop/packs/bike/chase-bike-vest-50-oz/CB-2414.html

Horizons - Yuri's film project: https://www.youtube.com/watch?v=VaIsu2aeCSI

Lost On Purpose: https://vimeo.com/701357507

Time Well Spent: https://www.youtube.com/watch?v=yiaJd8G61r8

Look For Things Where You Can Find Them: https://www.youtube.com/watch?v=1nP5DPirgnE

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

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Second Nature Turns 100!

We made it! 100 episodes in just over a year of podcasting, and we are so grateful to everyone for listening, contributing, and joining us on this journey. Episode 100 is an AMA-style episode with questions provided by the Second Nature community - and it includes an important announcement about the future of the podcast. Thanks again for being here for the past 100 episodes - onwards and upwards to the next 100!

Show Notes:

Uplift: https://www.shiftactivemedia.com/uplift/

KORE Outdoors Podcast: https://koreoutdoors.org/

BPC - Brand, Product, Content:

Sharon Lokedi: https://www.instagram.com/shazrine/

Terignōta x Abigail West: https://terignota.com/products/abigail-west-x-crest-cap

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

Meet us on Slack: https://www.launchpass.com/second-nature

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Jason Bolt has successfully built and sold companies in the outdoor industry, but more importantly, he's been a mentor to many well-known brands in the space. As the founder of Revant Optics, he shares his journey, complete with the ups and downs along the way. This conversation ends with a powerful call to action for the entire outdoor industry, offering a solution to taking care of the outdoor playgrounds that we all know and love.

Jason Bolt: https://www.linkedin.com/in/jasonbolt/

Revant: https://www.revantoptics.com/

Society43: https://society43.com/

Evo: https://www.evo.com/

5 Stages of Business: https://hbr.org/1983/05/the-five-stages-of-small-business-growth

16 Personalities: https://www.16personalities.com/

Shwood: https://shwoodshop.com/

Josué Rivas: https://www.linkedin.com/in/josuefoto/

Arkema: https://www.arkema.com/usa/en/product/technicalpolymers/rilsan-family-products/rilsan-pa11/

Foto Foto: https://fotofoto.io/

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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 )

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

Meet us on Slack: https://www.launchpass.com/second-nature

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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

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

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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

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

Meet us on Slack: https://www.launchpass.com/second-nature

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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/

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

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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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