Second Nature

Robin Thurston, CEO of Outside, joins Second Nature for a discussion about the focus on supporting the entire ecosystem and experience for every user on the platform. We dig into what it means to build the vision of Outside and how that translates in a meaningful way (and how difficult it can be to achieve).

Show Notes: Outside: https://www.outsideinc.com/

Outside Online: https://www.outsideonline.com/home

Trailforks: https://www.trailforks.com/

Gaia GPS: https://www.gaiagps.com/

Map My Fitness: https://www.mapmyfitness.com/us/

Alex Hutchinson "Endure" (Book): https://amzn.to/4fH9M4y

Outside Festival: https://festival.outsideonline.com/

Groundswell Experiential Agency: https://groundswellxm.com/

Superfly: https://superf.ly/

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

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We made it! 50 episodes deep and we are just getting started. To celebrate this milestone, Dylan and Aaron fielded 10 questions from the Slack Channel for this special edition "Ask Me Anything" episode. A big thank you to everyone in the Second Nature Slack that contributed questions, and thank you to everyone who has been following along with the podcast. We are grateful for your support!

Show Notes:

Compass and the Nail: https://amzn.to/3UK2nJv

The Creative Act: https://amzn.to/3UK2nJv

Radical Acceptance: https://amzn.to/4eh9r7f

The Daily Stoic: https://amzn.to/3UIfOcK

War Of Art: https://amzn.to/3UIfOcK

The Infinite Game: https://amzn.to/3Z7hEa5

That Triathlon Life: www.thattriathlonlife.com

Jamie O'Brien: https://jamieobrien.com/

Travis Rice: https://www.instagram.com/travisrice/?hl=en

Gorge Waterfalls Race: https://www.daybreakracing.com/gorge-waterfalls

Christian Dunn Design: https://www.instagram.com/christianmdunn/?hl=en

TrailCon: https://trailconference.com/

Invest Like The Best: https://podcasts.apple.com/us/podcast/invest-like-the-best-with-patrick-oshaughnessy/id1154105909

Pat McAfee: https://www.youtube.com/channel/UCxcTeAKWJca6XyJ37_ZoKIQ

Tetragrammaton: https://www.tetragrammaton.com/

My First Million: https://www.mfmpod.com/

Colin + Samir: https://www.colinandsamir.com/

Vans Warped Tour: https://www.vanswarpedtour.com/

The North Face: https://www.thenorthface.com/en-us

Ian Gates (IP, Patent, Legal): https://krdglaw.com/

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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Ian deQueiroz founded SENDY with action sports icons Travis Rice and Cameron Zink, and it's a platform where outdoor enthusiasts can buy or rent gear for nearly every outdoor activity imaginable. But there is so much more to this process than just posting up a buy/sell forum with gear, and Ian shares a mountain of insights about finding the right partners, technical stack, and maintaining community. We also learn how AI is becoming part of the process, and in the process, we uncover another strong contender for our galaxy brain concept from a few episodes back.

Show Notes:

SENDY: https://www.sendy.io

Ian deQueiroz: https://www.linkedin.com/in/ian-dequeiroz/

Travis Rice: https://www.instagram.com/travisrice/

Cam Zink: https://www.instagram.com/camzink/

Kelly Slater's Wave Co: https://www.kswaveco.com/

Guayaki: https://guayaki.com/

Ukrainian Story: https://www.forbes.com/sites/michellebruton/2023/05/03/amid-russian-invasion-a-ukrainian-development-team-brought-outdoor-gear-app-sendy-to-life/

KEH (Camera): https://www.keh.com/

Turo (Cars): https://turo.com/ LibTech Snowboards: https://www.lib-tech.com/

BPC:

Palo Alto - Matthew Harris (Book): https://amzn.to/4f0t6JX

Founding Sales - Peter Kazanjy (Book): https://amzn.to/3NPgNUH

The Cold Start Problem - Andrew Chen (Book): https://amzn.to/48vGEuo

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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Twenty-three years ago, Todd Barber and a handful of freeride mountain bikers started an event that opened the doors to one of the most exciting disciplines in the sport. Red Bull Rampage has made a huge impact, and Todd and his team are continuing to grow the sport through the launch of Natural Selection - Bike, an event that is slated to launch next year in Queenstown. Throughout this discussion, we talk about the struggles and successes of putting together some of the biggest and most impactful events in the sport of mountain biking - including key moments of progression along the way, notably this year's inclusion of a women's category at Red Bull Rampage.

Show Notes:

Red Bull Rampage: https://www.redbull.com/us-en/events/rampage

Natural Selection Tour: https://www.naturalselectiontour.com/

Proving Grounds: https://www.instagram.com/provinggroundstour/

Josh Bender: https://www.youtube.com/watch?v=dMTvzu4ojcU&pp=ygULam9zaCBiZW5kZXI%3D

Paul Crandell (Original Red Bull VP): https://www.linkedin.com/in/paul-crandell-9974ba27/

Red Bull Recon: https://www.youtube.com/watch?v=VAPuKy9p9Xg

Oakley Icon Sender (from Rampage): https://www.youtube.com/watch?v=KnLGB7rqOis&pp=ygUSb2FrbGV5IGljb24gc2VuZGVy

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

Search For The Next Proving Grounds: https://www.pinkbike.com/news/full-film-the-search-for-the-next-proving-grounds.html

Red Bull King Of The Rock: https://www.youtube.com/watch?v=fzGtAVqzkow

Hell Barge: https://youtu.be/oQA05rsD9ns?si=zuNdFJh35-fgn70O

BPC:

Natural Selection: https://www.naturalselectiontour.com/

Where The Trail Ends (Film): https://www.redbull.com/us-en/trailer-videos/where-the-trail-ends

Sito Luis Salas and Jordi Lorenzo sit down with Second Nature to talk about the formation of NNormal, the importance of Kilian Jornet's involvement, and the future of the brand. In this unfiltered discussion, we dive into the triumphs and struggles of building a brand - as well as the power of content as "oxygen" to aid growth. Show Notes: NNormal: https://www.nnormal.com/ Kilian Jornet: https://www.instagram.com/kilianjornet/ Lymbus: https://www.lymbus.com/en Camper: https://www.camper.com/ The Alpine Connections: https://blog.nnormal.com/alpine-connections-completed/ Elhousine Elazzaoui: https://www.youtube.com/watch?v=DKjG8AikN-8 Kboix Technology: https://www.nnormal.com/en_US/content/kboix Yvon Chouinard "Let My People Go Surfing" (book): https://amzn.to/3BV5Uyf Kilian Foundation: https://www.kilianjornetfoundation.org/ 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

Aaron is back from his trip to China where he saw the frictionless world of the "everything app". But how could we turn this concept into a Galaxy Brain concept for the Outdoor Industry? We also dive into Allyson Felix's new agency, the New York Times article about women riding at Red Bull Rampage, and Nike's decision to bring back ACG.

Show Notes:

Allyson Felix - Always Alpha: https://variety.com/2024/biz/news/always-alpha-allyson-felix-womens-sports-management-dolphin-1236170273/

Allyson's Shoe Company: https://saysh.com/

The Fame Gap - Female Athletes (thank you Rachel Clayton for sharing!): https://www.unofficialpartner.com/post/the-fame-gap-how-athlete-fame-can-unlock-growth-in-women-s-sport

New York Times - Red Bull Rampage: https://www.nytimes.com/2024/10/16/us/red-bull-rampage-women-mountain-biking.html

Red Bull Rampage Women's highlight: https://www.youtube.com/watch?v=bXjIc0Ro_pM

Red Bull Rampage Men's highlight: https://www.youtube.com/watch?v=aj3u6wb77ek Where The Trail Ends (Film): https://www.redbull.com/us-en/trailer-videos/where-the-trail-ends

Nike revives ACG: https://sgbonline.com/nike-eyes-return-to-outdoor-business/

Brand, Product, Content:

Vessi Waterproof Shoes: https://vessi.com/

Kailas Gear: https://kailasgear.com/

Big Day Concepts: https://www.instagram.com/big_day_concepts/

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

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Jonathan Levitt joins the pod today to dig into the difference between brand marketing and performance marketing - and the impact that they make on both sides of the industry. As someone who works on the brand side, but also as a successful podcaster, Jonathan has a unique perspective on both approaches to growing brands.

Show Notes:

For The Long Run - Jonathan Levitt's Podcast: https://forthelong.run/

Zach Miller: https://www.instagram.com/zachmiller38/

Mario Fraioli: https://themorningshakeout.com/

ROI vs ROAS: https://www.indeed.com/career-advice/career-development/roas-vs-roi

For The Long Run Trailer: https://www.youtube.com/watch?v=l1c6G6cJuT0

BPC:

Boulderthon: https://www.boulderthon.org/

KetoneIQ: http://www.ketone.com/freetrail30 (30% off)

My First Million Podcast: https://www.mfmpod.com/

The Devil's Climb: https://www.youtube.com/watch?v=XD_PZVMuJy8

Leatherman: https://amzn.to/4dKgeWV

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

Michael Mazzara, owner of Rogue Expeditions and Halfmarathons.net joins us to talk about what he believes to be a new frontier in the world of trail running. His belief that runners don't always need a race to prepare for, and the opportunity to deliver something new and exciting, is at the core of where he is headed with Rogue Expeditions. Show Notes: Halfmarathons.net: https://www.halfmarathons.net/ Rogue Expeditions: https://www.roguexpeditions.com/ Backroads Travel: https://www.backroads.com/ Davine: https://www.davinetravels.com/ Marathon Tours Agency: https://marathontours.com/en-us/ Run The Alps: https://runthealps.com/ CTS - Bucket List Travel: https://trainright.com/bucket-list/ Ingamba: https://ingamba.pro/ Duvine: https://www.duvine.com/ Trek Travel Program: https://trektravel.com/ RawDawg Run Club: https://thedailytexan.com/2024/06/24/rawdawg-run-club-inspires-young-people-to-find-community-in-active-way/ Why Luxury E-Commerce Is Shutting Down: https://mygemma.com/blogs/news/why-are-luxury-e-commerce-retailers-closing-down?srsltid=AfmBOopj3mVvQLWp6KlDiKbg_YTvtj2SvGeaWwNMAe1luR1AdWNv_0m The Pro's Closet: https://www.theproscloset.com/ PinkBike: https://www.pinkbike.com Sport & Story: https://www.sportandstory.com/ Kevin Espiritu from Epic Gardening: https://www.linkedin.com/posts/kevinespiritu_creator-economy-observations-as-we-get-close-activity-7246267868550443009-GKX0 Brand, Product, Content: PasNormal x Salomon collab: https://pasnormalstudios.com/us/collections/shop-salomon In The Weeds (Book): https://amzn.to/3NmXRMV 29029 Everesting Event: https://29029everesting.com/

Erin Sprague is the CEO of Protect Our Winters (POW) and joins us on the podcast to talk about POW's mission and vision - and everything in between. We get insight into the business imperatives behind this mission and how best to talk about climate change in a new and insightful way. Protect Our Winters is working on so many fronts, and Erin decontructs the effort in a way that helps us understand the breadth and depth of everything that they are pushing forward - truly an incredible feat.

Links:

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

Erin Sprague on LinkedIn: https://www.linkedin.com/in/erinsprague/

Patagonia "Don't Buy This Jacket": https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html

Jeremy Jones (Founder of POW): https://www.instagram.com/jeremyjones/?hl=en

Join Team POW: https://protectourwinters.org/join-team-pow/

The End of Nature (Book): https://amzn.to/47UmERU

What If We Get It Right? (Book): https://amzn.to/4dywrOM

A Fine Line (Book): https://amzn.to/4gVr0wb

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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Peter Abraham joins the podcast today to talk about the emergence of outdoor sports epicenters around the world, and what needs to be true in order for these locations to exist (spoiler: it's more than just mountains). We also go deep into the ways that coaching and leadership are changing, and how the cultural trend of joy is making an impact on brands, content and athletes.

Links:

Peter Abraham: https://abrhm.com/

Bentonville: https://www.youtube.com/watch?v=uWWzqZbZYLo

Howler Bike Park (Aaron's new video): https://youtu.be/4T9tpokmqCI

Bentonville Bike Fest: https://www.bentonvillebikefest.com/

Dre Tzortis's article about Red Bull vs On Brand Strategy: https://substack.com/home/post/p-149745960

Red Bull BC One: https://www.youtube.com/watch?v=6TtY-FN2htE

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

BPC:

UCI World Gravel Championships: https://gravelchampionshipsflanders.com/en/ Folklord: https://wearfolklord.com/ Jerry Lorenzo (Fear of God) - Complex: https://www.youtube.com/watch?v=mSCZLoVuVmM 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