Second Nature

Darren Rayner, Founder and Head Of Creative at Magnafire, produces content for some of the biggest brands in the world. His agency has developed incredibly strong performing short form content for brands like Red Bull and Arc'teryx, helping them grow massively on platforms like Instagram and TikTok. In today's episode, we approach the content strategy and production mindset that sets Magnafire apart, and we get an inside look at the discussions happening behind the scenes to bring that content to life.

Show Notes:

Darren Rayner: https://www.linkedin.com/in/darren-rayner-8b90384/

Magnafire: https://www.magnafiremedia.com/

Voleurz: https://www.newschoolers.com/news/read/A-Voleurz

Content Pyramid Video: https://www.linkedin.com/posts/darren-rayner-8b90384_contentstrategy-digitalmarketing-audienceengagement-activity-7252355122704338944-wk6Z

Mountain Gazette: https://www.magnafiremedia.com/work/MG202/

Arc'teryx Case Study: https://www.magnafiremedia.com/work/holiday2024/

Quebec - Finn Isles: https://www.magnafiremedia.com/work/finn-iles-purest-line/

BPC - Brand, Product, Content:

Hettas: https://hettas.com/

Rafa Ortiz - Lobster Falls: https://www.youtube.com/watch?v=RlsGHo5Rjh8

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Patrick Crawford has had a legendary run in the outdoor industry - launching Freeskier magazine, followed by one of the original athlete social agencies, Inkwell. During his time leading Inkwell, he worked with the top outdoor athletes in the world - as well as the brands that supported them - to launch massive projects, the Free Solo film among many others on the list. Find out what Patrick has to say about the state of Athlete and Brand social - both its history as well as its future.

Show Notes:

Patrick Crawford: https://www.linkedin.com/in/patrickrcrawford/

Cadence Media Strategy: https://www.cadencemediastrategy.com/

Zero Draft: https://zerodraft.substack.com/

Freeskier: https://freeskier.com/

Patrick - Origin Outside Interview: https://www.originoutside.com/insights/influencers-vs-content-creators-whos-winning-in-25

Scott Galloway: https://profgmedia.com/

Zero Click Internet: https://www.techspot.com/article/2908-the-zero-click-internet/

Free Solo Film: https://films.nationalgeographic.com/free-solo

BPC - Brand, Product, Content:

Invisible Rulers (Book): https://amzn.to/3X4e0w9

Everybody Lies (Book): https://amzn.to/41hhJc8

DuoLingo Owl Killed: https://www.npr.org/2025/02/13/nx-s1-5295597/duolingo-owl-mascot-death

Billy Oppenheimer Newsletter: https://billyoppenheimer.com/february-9-2025/

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Martina Brimmer founded Swift Industries 17 years ago in the basement of a punk house. Over those years, she held on to a rollercoaster of ups and downs as the business grew, adapted and survived to meet market demand. After the softening of the cycling industry post-pandemic, Martina had to make some big decisions for the survival of the business, and this incredibly transparent conversation is an honest recountain of the lessons learned and insights gained.

Show Notes:

Swift Industries: https://builtbyswift.com/

Swift Industries Instagram: https://www.instagram.com/swiftindustries/

Revelate Designs: https://www.revelatedesigns.com/

Goldman Sachs Small Business Program: https://www.goldmansachs.com/community-impact/10000-small-businesses/

Jason Goodman: https://www.instagram.com/swift_getlost_academy/

Get Lost Adventure Series: https://builtbyswift.com/blogs/the-swift-industries-blog/sign-up-for-swift-industries-get-lost-academy

Swift Social Ride: https://builtbyswift.com/pages/swift-social-ride

Stoked Spoke Adventure Series: https://gearhouse.eventcalendarapp.com/u/49431/358272

Swift Campout: https://builtbyswift.com/blogs/the-swift-industries-blog/the-campout-navigators-color-the-valley

Founded Outdoors: https://foundedoutdoors.com/

BPC: Brand, Product, Content:

Topo Designs: https://topodesigns.com/

DB Clay DIY Wallet: https://www.dbclay.com/dtwk/p/black

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Jeff Pelletier is an established filmmaker, content creator and successful agency owner - among many other things. He sits down with Aaron to compare notes on the YouTube journey and provides insights and actionable advice for other aspiring content creators looking to build a community.

Show Notes:

Jeff Pelletier: https://www.youtube.com/@JeffPelletier

Jeff's Website: https://jeffpelletier.com/

BaseTwo Media: https://videoforbusiness.ca/

Billy Yang: https://www.billyyang.com/

Crunchlabs: https://www.crunchlabs.com/

Beau Miles: https://www.youtube.com/beaumiles

BPC - Brand, Product, Content:

Jenny Tough: https://www.youtube.com/@JennyTough_

Jenny's Book - Solo: https://amzn.to/4jRbcfl

DJI Osmo Pocket 3: https://amzn.to/4hQyMap

DJI Lav Microphones: https://amzn.to/3EuXO0t

Snickers Protein Bars: https://amzn.to/3EqkO0s

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Cassie Abel is the founder and CEO of Wild Rye, a brand that celebrates the duality of athletes with gear for both snow and mountain biking. In this podcast, we dive into the history of the brand as she launched with a co-founder, looked for signals that they were on the right track, and rode the exhausting rollercoaster of manufacturing, marketing and everything in between as the brand experienced growth. Find out how a Craiglist post became an inflection point for the brand - and where the brand is headed next!

Show Notes:

Wild Rye: https://wild-rye.com/

Cassie Abel: https://www.linkedin.com/in/cassie-abel-5853787/

Women-Led Wednesday: https://womenledwednesday.com/

How I Built This - Sara Blakely: https://podcasts.apple.com/us/podcast/spanx-sara-blakely/id1150510297?i=1000396023160

How I Built This - Whitney Wolfe: https://podcasts.apple.com/us/podcast/bumble-whitney-wolfe-2017/id1150510297?i=1000436036734

Tory Burch Foundation: https://www.toryburchfoundation.org/

Title Nine: https://www.titlenine.com/

BPC - Brand, Product, Content:

Salomon QST Skis: https://www.salomon.com/en-us/shop/sports/alpine-skiing/skis/freeride.html

Eliot Jackson - "Ode To LA": https://www.youtube.com/watch?v=LDthZQI7G4c

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Founder and publisher of Like The Wind magazine, Simon Freeman, joins the podcast to talk about media models and the different approaches that are available to explore for media operators.

Show Notes:

Like The Wind: https://www.likethewindmagazine.com/

Mario Fraioli: https://themorningshakeout.com/

Surfers Journal: https://www.surfersjournal.com/

Jonathan Levitt Podcast: https://www.youtube.com/watch?v=K4GWhpYsx48

The Rebooting: https://www.therebooting.com/

Wirecutter: https://www.nytimes.com/wirecutter/

Matt Trappe's Article: https://substack.com/home/post/p-155444935

Red Bull Content Pool: https://www.redbullcontentpool.com/

BPC - Brand, Product, Content:

Sponsor Magnet (Book): https://amzn.to/4hFkxoT

The Purple Runner (Book): https://amzn.to/3EoBBkI

American Football: https://www.nfl.com/

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

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Reflecting on the recent pod with the co-founders of Skratch, Dylan and Aaron take a closer look at their approach to running their own businesses. Leadership, profit versus impact, scaling versus staying small, funding and business models. Maybe most important - what time horizon are we using to make all these decisions - are we truly playing the infinite game? Show Notes:

Freetrail: https://www.freetrail.com

Super Rider: https://www.youtube.com/@SuperRiderTV

Gary Keller "The One Thing" (Book): https://amzn.to/4hCpBdy

RXR Sports: https://www.rxrsports.com/

Voicing Change: https://www.voicingchange.media/#home

Job Of The Week: https://www.linkedin.com/jobs/view/director-of-partnerships-at-voicing-change-media-4128241311/

Rich Roll x Steve Magnus Podcast: https://www.richroll.com/podcast/steve-magness-887/

BPC - Brand, Product, Content:

The Heart Speaks (Book): https://amzn.to/4jD33et

Chipotle x Strava Challenge: https://citychallenge.chipotle.com/

The Battle For Burritos: https://runningmagazine.ca/the-scene/arizona-ultrarunners-battle-in-ridiculous-strava-challenge/

Jamil Coury Strava: https://www.strava.com/athletes/1055184

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Skratch won our award for "Brand Of The Year" in 2024, and the main reason was because we respected their approach to playing the infinite game: making decisions rooted in long term stability. So many brands in their position would angle for acquisition and an exit strategy, but that is not on their radar. The discipline and vision that it takes to stay true to that ethos is evident in this conversation with co-founders Allen Lim and Ian MacGregor. Show Notes:

Skratch: https://skratchlabs.com

2024 Year In Review (Blog): https://www.skratchlabs.com/blogs/life-skills/2024-year-in-review

Vern Harnish - Scaling Up: https://amzn.to/4jN5VWq

McGuckin Hardware: https://www.mcguckin.com/

Zingerman's Guide: https://amzn.to/4azJrnv

The Infinite Game: https://amzn.to/42B52dq

Christina Chase - MIT Sports Lab: https://sportslab.mit.edu/

Peter Kim - Applied Exercise Science: https://www.colorado.edu/iphy/research

Skratch in Paris: https://www.youtube.com/watch?v=nyPGaQHvF6c

Skratch Cafe: https://www.skratchlabs.com/pages/cafe

Chef Biju Thomas: https://www.instagram.com/bijuthechef/

BPC: Brand, Product, Content

Ian - Integrating Ski Areas: https://coloradosun.com/2024/11/26/nederland-vying-to-buy-eldora/

Allen - Bosch E-Bikes: https://www.bosch-ebike.com/us/ebikes

Aaron - Gawx x Digital Spaghetti: https://www.youtube.com/watch?v=fDAqyQIaUPY

Dylan - Aaron Rogers "Enigma": https://www.netflix.com/title/81757010

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Dylan and Aaron reconnect to share the different approaches they are taking toward success in the outdoor industry in 2025 - digging into goals, frameworks and vision (and then some). They also riff on the new team launched by Kate Courtney (She Sends Racing) and why it matters a lot more than just the typical factory sponsorship announcement.

Show Notes:

Kate Courtney: She Sends Racing: https://www.youtube.com/watch?v=8ptuCHv_adE

Alex Honnold Foundation: https://www.honnoldfoundation.org/

She Sends Foundation: https://www.shesends.it/

Kilian's Foundation: https://www.kilianjornetfoundation.org/

Be Good Foundation: https://www.thebegoodfoundation.org/

Protect Our Winters: https://protectourwinters.org/

James Jackson - Mantle Mindset: https://www.instagram.com/mantlemindset/

Atomic Habits: https://protectourwinters.org/

Entrepreneur Operating System: https://www.eosworldwide.com/

Aaron's Cold Brew Setup: https://amzn.to/4jIo9bA

Alpine Start: https://alpinestartfoods.com/

BPC - Brand, Product, Content:

DB Clay: Begin Again: https://www.youtube.com/watch?v=BpMCoBUEQ2Q

Freetrail: Begin Again: https://www.youtube.com/watch?v=LgUoVvMB2ns

Never Second - C30: https://never2.com/products/c30-energy-gel-12ct-60ml

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Allison Lynch has the depth of experience that most marketers could only dream of having. As an early employee at Whoop, she had hands-on involvement in all the levers of marketing (and beyond). Athletes and content ended up becoming a big part of her role, which put her squarely in competition with Second Nature host, Aaron Lutze (who lead content + community at Oura). With both roles in their past, this episode is a chance for them to regroup and compare notes on their experiences - as well as what it taught them about the future of marketing.

Show Notes:

Allison's website: https://www.allisonmary.com/

Allison Lynch: https://www.linkedin.com/in/allison-lynch-76b48652/

Allison's Substack: https://notaconversationalpace.substack.com/

Whoop: https://www.whoop.com/

Oura: https://ouraring.com/

Allison's Article on Matter Of Brand: https://amatterofbrand.substack.com/p/influencers-vs-athletes-the-bubble

Sara Vaughn: https://www.youtube.com/@smevaughn

Mali Noyes: https://www.youtube.com/@malinoyes

BPC - Brand, Product, Content:

Saucony x Minted: https://mintednewyork.com/products/speed4

Salomon x Kith: https://kith.com/collections/salomon

Gabby x Vogue: https://www.vogue.com/article/how-sports-and-fashion-fell-in-love-angel-reese-gabby-thomas-frances-tiafoe

Hoka - Run Stop Corner Shop: https://www.runnersworld.com/uk/news/a63441861/hoka-run-stop-corner-shop/

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