Second Nature

It's one thing to build a following around your own social media account, but an entirely different task to do it for a brand. Christian Peper has done both - and not only that, he's launching a bootcamp to help other creators follow in his footsteps. Last month, he shared Dialed Creator with the world, which we think is going to play a big role in reshaping the athlete approach to content creation.

Show Notes:

Christian Peper: https://www.instagram.com/christian.peper/

Dialed Creator: https://dialedcreator.com/

Westpaw Media: https://westpawmedia.com/

Motion App: https://www.usemotion.com/

Aaron's Dry Erase Calendar: https://amzn.to/4hjxXXm

Owen Timm: https://www.instagram.com/sendy_lu_hoo/

Zoic: https://zoic.com/

Carter Metcalfe: https://www.instagram.com/carter_metcalfe_mtb/

BPC:

Jesse Dickson: https://www.instagram.com/sacramentofoodforest/

Dangerbean_55: https://www.instagram.com/dangerbean_55/

Natural Selection Tour - Bike: https://www.naturalselectiontour.com/nst-bike/

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Corrine Malcolm has created her own path as an athlete, podcaster, livestream host, and coach. She joins the conversation on Second Nature this week on the cusp of the next evolution of her career is about to unfold. 2025 predictions, athlete and brand insights, and plenty more.

Show Notes:

Corrine Malcolm: https://www.instagram.com/corrinemalcolm/

Paris Gore: https://parisgore.com/

Trail Society: https://podcasts.apple.com/us/podcast/trail-society/id1579961692

Parity Now: https://paritynow.co/

Emily Kraus: https://www.instagram.com/emilykrausmd/

Hannah Allground: https://www.instagram.com/shesallgood21/

The Fame Gap: https://sponsorship.org/new-research-reveals-the-fame-gap-challenge-facing-womens-sport/

Matter Of Brand: https://open.substack.com/pub/amatterofbrand/p/the-state-of-influencers-in-running

Women Reviewing Shoes: https://www.youtube.com/@GetOutThereGear / https://www.youtube.com/@Runningshoesgurucom

Corrine's Coaching: https://foothillsendurance.com/

BPC:

Allie Olstrander: https://www.youtube.com/@allie_ostrander

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

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

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Spencer Harkins has been the VP of Brand at Pit Viper since 2017, and in this episode we get into all the stories of where the brand started, their clever strategy for coming up with ideas and campaigns, and how they are serious about taking things less seriously. We highly recommend that you check out this episode on the Second Nature YouTube channel, there are some visuals that you don't want to miss!

Show Notes:

Spencer Harkins: https://www.linkedin.com/in/spencerharkins/

Pit Viper Website: https://www.pitviper.com

Pit Viper Instagram: https://www.instagram.com/pit_viper/

Chuck Mumford: https://www.instagram.com/buckmanford/?hl=en

Chris Garcin: https://www.linkedin.com/in/garcin/

Kickstarter - Pit Viper: https://www.kickstarter.com/projects/pitviper/the-pit-viper-revolution

Kirt Voreis: https://www.instagram.com/kirtvoreis_allride/

(Ian Gates) KRDG Law Firm: https://krdglaw.com/

Pit Viper Synthesizer: https://www.pitviper.com/collections/the-synthesizer

Gronk x PV: https://www.pitviper.com/products/the-gronk-merika-2000?variant=40403320340574

Larry Enticer: https://www.instagram.com/larryenticer/

Dirty Soda Recipe: https://www.instagram.com/pit_viper/reel/DCxMplxStik/

BPC:

ProLab One Flush Septic Tank: https://amzn.to/3WdCLFy

Second Mountain (Book): https://amzn.to/4gQpLhr

American Denim (Matt Sharkey's Book): https://amzn.to/429r7zj

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

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Matt Sims comes from an incredible background of working with athletes and developing sports marketing programs at brands like Lululemon and Fox Racing. Over the past year, he's put everything he's learned into launching a new brand: courier. We dig into the insights and effort that went into putting the right team together, as well as what it took to get the brand launched.

Courier socks are all about sensation, and we want you to experience the full range. That's why we're offering a special deal for the Second Nature crew: when you purchase one of our HiFi or LoFi socks, we'll throw in a pair of the opposite sensation sock to try out—so you can explore both options. https://couriersocks.com/discount/SECONDNATURE

Show Notes:

Matt Sims: https://www.linkedin.com/in/matthew-sims-9b716450/

courier: https://couriersocks.com/

Matt Trappe Article: https://substack.com/home/post/p-154102103

SOS Hydration: https://soshydration.com/

Tom Mayo: https://www.linkedin.com/in/tom-mayo-184652a/

Madeline Sims: https://www.linkedin.com/in/madeline-sims-83385823/

BPC:

NeuroGum: https://neurogum.com/

Tushy: https://hellotushy.com/

Smithey Ironworks: https://smithey.com/

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

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We haven't figured out how to spell it yet, but at least we came through with the awards for our favorite brands, product, content and athletes. Dylan and Aaron share their favorites from the year, as well as a look at what's in store for the year ahead.

Show Notes:

Skratch Labs: https://www.skratchlabs.com/

Hoka: https://www.hoka.com/

Raide Research: https://raideresearch.com/

Garmin Enduro 3: https://www.garmin.com/en-US/p/851039

DJI Osmo Pocket 3: https://store.dji.com/product/osmo-pocket-3

Deathgrip 2 Film: https://www.deathgrip2movie.com/

Team Sport Film: https://www.youtube.com/watch?v=NEg_p1Lw2l4

Berm Peak: https://bermpeak.substack.com/

Katie Schide: https://www.instagram.com/katieschide/

Jesse Itzler Pancake Theory: https://milled.com/jesseitzler.com/free-swim-the-first-pancake-theory-y69p39H1fz4J5aAg

Hoffman Process: https://www.hoffmaninstitute.org/

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

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John Paradine was there on Day One of Red Bull, when the first can was officially sold in the USA. In this podcast, he shares stories about the way Red Bull established themselves in the USA - and the unorthodox ways they went about building the marketing organization (and their approach to ROI). Field Marketing was (and still is) a huge element in Red Bull's marketing mix, and on this podcast we share the insights of how anyone (brand, operator or creator) could utilize that mindset to be successful.

Show Notes:

John Paradine (Linked In): https://www.linkedin.com/in/johnparadine/

Robby Naish: https://www.redbull.com/us-en/athlete/robby-naish

Shane McConkey: https://snowbrains.com/15-years-gone-still-inspiring-shane-mcconkey1/

Pete Moran: https://www.linkedin.com/in/pete-moran-348a154/

San Francisco Peninsula: https://www.thesanfranciscopeninsula.com/

SF Peninsula Super Rider Project: https://www.youtube.com/watch?v=CHqGcGxmvGw

BPC:

Trail Karma (desktop version only): https://www.trailforks.com

The War Of Art (book): https://amzn.to/3BVzvYq

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

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What does the future hold for the outdoor industry? Matt Trappe and Steve Holmberg join Aaron on this week's podcast to share their predictions for the year ahead. Also included, hot takes and predictions from the community, and a bonus Galaxy Brain about the future of Second Nature.

Show Notes:

Matt Trappe (Linked In): https://www.linkedin.com/in/matt-trappe/

Matt Trappe (Substack): https://amatterofbrand.substack.com/

Steve Holmberg (Linked In): https://www.linkedin.com/in/stephenholmberg/

Steve Holmberg (Substack): https://steveholmberg.substack.com/

Insight Accelerator: https://www.stephenholmberg.com/

Auteur Sportif: https://auteursportif.com/

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

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The Futurist Project is an outdoor industry leadership academy that is currently accepting applications for their upcoming class. Thirty people who represent the future of the outdoor industry will be accepted to the sixth month program that includes in person, virtual and mentor-based training and support. On the podcast, Sablle Stahl and Vince Mazzuca share the details about The Futurist Academy, the application process, and what the attendees can expect.

Show Notes:

Sablle Stahl: https://www.linkedin.com/in/sablle/

Vince Mazzuca: https://www.linkedin.com/in/vince-mazzuca-58b14a1a/

The Futurist Project: https://thefuturistproject.com/

APPLY For The Futurist Project: https://thefuturistproject.com/pages/apply

Skip Yowell: https://www.outinunder.com/content/trailblazer-skip-yowell

Great Basin National Park Foundation: https://www.greatbasinfoundation.org/

Runners for Public Lands: https://runnersforpubliclands.org/

Nakoa Adventures: https://nakoaadventure.com/

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

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Any elite athlete would tell you that it takes a village to support their ability to achieve their goals throughout the season. A big part of that support comes through partnerships, and in today's episode of Second Nature, we have a deep conversation about athlete partnerships with Patrick Lemieux. He's the person connecting the dots between athletes and partners for mega athletes like Lionel Sanders and Taylor Knibb, to name a few.

Show Notes: Pat Lemieux: https://www.linkedin.com/in/patrick-lemieux-5a9aa91a6/

Lemieux Group: https://www.lemieux.group/

Lionel Sanders: https://www.lionelsanders.com/

Taylor Knibb: https://www.instagram.com/taylorknibb/

Kat Matthews: https://www.katrinamatthewstri.com/

Tom Pidcock Deal: https://www.cyclingnews.com/news/tom-pidcock-to-ride-a-pinarello-in-off-road-racing-but-use-a-scott-on-the-road-with-q365/

Andrew McQuaid (Agent): https://www.trinitysportsmanagement.com/andrew-mcquaid

Gravel World Champs: https://ucigravelworldseries.com/en/world-championships/

T100 Series: https://t100triathlon.com/

Michael Moritz: https://www.forbes.com/profile/michael-moritz/

Chris Voss - Never Split The Difference (Book): https://amzn.to/3VHxLZu

BPC:

Athletic Brewing: https://athleticbrewing.com/

Pro Tri News (podcast): https://protrinews.buzzsprout.com/

Aaron's SF Tourism Video: https://www.youtube.com/watch?v=CHqGcGxmvGw

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

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Chief Business Officer of Strava, Zip Allen, joins the podcast to talk about Strava's Year In Sport, how Strava approaches product design, and the future of the platform. We dive into the unique partnership approach that Strava pursues and how Zip's past work is informing the future of Strava. Show Notes: Zip on LinkedIn: https://www.linkedin.com/in/zipporah-allen-6282721/ Strava: https://www.strava.com Strava Year In Sport: https://press.strava.com/articles/strava-releases-annual-year-in-sport-trend Larissa Rivers: https://www.linkedin.com/in/larissarivers/ Strava Partners: https://partners.strava.com/ VeloViewer: https://veloviewer.com/ LaCol Cycling: https://lecol.cc/pages/le-col-tour-strava-challenge Athlete Intelligence: https://support.strava.com/hc/en-us/articles/26786795557005-Athlete-Intelligence-on-Strava-Beta Taco Bell Marathon: https://www.sfgate.com/local/article/san-francisco-taco-bell-marathon-19652016.php 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