Second Nature

Jamie O'Brien is a legendary surfer, content creator, and now owner of multiple retail locations throughout Hawaii and California. The Jamie O'Brien Surf Experience builds on the momentum that Jamie has developed over the past decade of producing films and YouTube content. After experiencing one of Jamie's retail locations in Hawaii firsthard, Aaron recounts his experience to fellow athlete content creator Eric Lagerstrom to break down everything he learned. After a bit of backstory as to how Jamie got here, Aaron and Eric dive into how they might apply those same lessons to other sports. Links: Jamie O'Brien Surf Experience Jamie's YouTube Channel Jamie's Stay Psyched Clothing Line Jamie on Instagram Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media 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

Steve Holmberg joins Aaron this week on the Friday podcast to fill in for Dylan while he's out of the country at the super bowl of trail running, UTMB. Steve was a director of strategy and consumer insights at Nike for the past 17 years, and has a wealth of knowledge and experience to pull from during this session, giving context to the latest in outdoor industry news and prompting some galaxy brain discussions as well. Show Notes: Stephen Holmberg on Linked In StockX: Jordan and Nike down double-digits Kevin Plank can't let go of Under Armour Has running gear gone too far? The rise of run clubs Brand, Product, Content: Steve's BPC: Snoop Dogg x Solo Stove Aaron's BPC: The Personal Brand Foundry Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media 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

Matt Sharkey joins the pod! Our good friend and mentor with a wealth of experience and insight from a career in and out of the Outdoor industry was in town for a special chat to lay the groundwork for what we hope will be many, many more appearances. As someone who has worked in skate, music, retail, softgoods, tech, CPG and ran his own agency, his perspective on building a career is one-of-a-kind. Sharkey is another great example of someone who has raised their hand on multiple occasions, and opportunities have come his way as a result. BPC Links: Matt: 100 Reasons Why - Adidas Terrex: https://www.youtube.com/watch?v=tBKsRpAns48 Aaron: Layers Of The Games: https://www.instagram.com/p/C-dLOFgvOxM/?utm_source=ig_web_copy_link Dylan: Build by Tony Faddell: https://amzn.to/3As7ZRj

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Listen on Spotify: https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=1898c92bfe594a4c Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

This we discuss the latest earning announcement from Amer Sports and specifically about the massive momentum for Arc'Teryx driven by growth in their footwear division.

Next we talk about the Factory Racing team vs Privateer model in mountain biking and how the factory racing team format could be adopted by other sports – a great back and forth conversation with at least a few galaxy brain ideas.

Of course we finish with BPC where we send you off with some great stuff we noticed this week.

Links:

Arc'Teryx footwear growth: https://footwearnews.com/business/business-news/amer-earnings-guidance-q2-led-arcteryx-1203678318/

Speedland's new shoes: https://www.runspeedland.com/

TTL Devo Squad: https://thattriathlonlife.com/pages/ttl-development-team

Cut Media: https://cutmedia.com/

Christiano Ronaldo's YouTube:

https://www.youtube.com/channel/UCtxD0x6AuNNqdXO9Wp5GHew

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Listen on Spotify: https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=1898c92bfe594a4c Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

If you've ever used an app to track your movement, there's a solid chance that today's guest had a hand in developing it. Maris Jameson's approach to product design and her story of how she got here is just as inspiring as it is thought-provoking. While Maris's journey started in footwear design, she made some interesting pivots along the way to find her true calling. With experience at MapMyRun and Nike Fit Club, she now works as a product designer at Oura, where she impacts millions of users from professional athletes to those of us who are just taking their first steps toward a healthier lifestyle.

Show notes: Oura Ring: Compassionate Product Launch: https://ouraring.com/blog/new-personalized-activity-features/?srsltid=AfmBOorU8LKUDCpxQp4XxFCtuC_KmdCArdIev7jNQW7r_aM39ikUtSaY Maris Jameson: https://ouraring.com/blog/building-movement-for-all-at-oura-meet-maris-j-our-activity-product-manager/ Under Armour Connected Tech: https://www.underarmour.com/en-us/t/connected-shoes-page.html Mary Cain NYT Article: https://www.nytimes.com/2019/11/07/opinion/nike-running-mary-cain.html Oura - All Hours: https://www.youtube.com/watch?v=_T7wU3sIXHw Aaron's BPC: SEEQ Protein Mix: bit.ly/3SKKMA6

This week we break down the Athlete and Brand panel from Trailcon, and how we'll continue to build on that conversation. Aaron and Dylan expand on their experience working together in the same context when Dylan was signed on Red Bull. We follow that up with a discussion about Freetrail's upcoming media plan for UTMB, and Aaron shares a new content strategy that Dylan and the team can employ at future events to broaden the reach of their content in mid- and short-form offerings. We move from there to a discussion about "Nostalgia Culture" and its impact on the outdoor industry before wrapping with our favorite examples from the world of Brand, Product and Content from the week.

Links:

Trailcon - Athlete and Brand Panel: https://open.spotify.com/episode/32JLAX0Ds7UEE5Ckw04zsT?si=2cbc8e3cd630460e

Freetrail Trailgating Coverage: https://www.youtube.com/playlist?list=PLzJmxVu-7Gn91JXbD751L05DI0YUGPWiT

Nostalgia Culture Post: https://www.linkedin.com/posts/dylan-bowman-06174380_were-stuck-in-a-nostalgia-loop-feel-free-activity-7229234429129318401-R2M9

Sierra Zinal - Golden Trail Series: https://www.youtube.com/watch?v=XPG3KNtrL3E

NBC Closing Ceremony: https://youtu.be/9CahdsQFjwQ?si=cOw0BY0Y6XRbohxF&t=202

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

Follow us on Instagram: https://www.instagram.com/secondnature.media

Listen on Spotify: https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=1898c92bfe594a4c

Subscribe to our newsletter: https://www.secondnature.media

Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Jess Fiaschetti is the President of OutsidePR, a boutique public relations firm specializing in the outdoor and endurance sport markets. They represent brands like HOKA, Cotopaxi, Red Bull, Wild Rye, Oiselle, Sun Valley Resort, among many others. We talk about OutsidePR's expansion to the Australian and New Zealand market, building long-term relationships with clients, what makes the outdoor space unique for PR, how the changes in media are impacting PR generally, how to measure ROI for clients, and a lot more!

Links:

• Wild Fang's Debbie Harry capsule -- Lutze's BPC
• Cotopaxi Founder Davis Smith on HIBT (first, second) -- Dylan's BPC
• Basecamp Outdoor Jobs
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Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze.

This week we talk about Strava jockeys, Courtney Dauwalter's signature shoe, the impact of the Olympic games on outdoor sports, and have a job of the week at the end.

As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a couple fun things to check out.

Links:

• Strava Jockeys
• Courtney Dauwalter's signature shoe
• Yeti Map the Gaps
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Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze.

This week we speak with Ian Gates from KRDG Law, an intellectual property law firm based in Portland, OR that works with many outdoor brands to navigate the trademark and patent process, protecting their IP in the marketplace. We talk about the importance of protecting IP, the difference between trademarks, patents, and copyrights, and provide some practical examples from Ian's client base.

As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a couple fun things to check out.

Links:

• Ian's Email Address - [email protected]
• KRDG Law
• Joyride Snowboards
• Avoli Volleyball Shoes
• Helinox Outdoor Chair
• Knix (Ian's BPC)
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Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze.

This week we discuss Steep Life Media's recent acquisition of Ultrarunning Magazine, a recent NYT article about the thriving world of niche print outdoor magazines, and the massive earnings announcement from HOKA and Deckers.

As usual we finish with Brand, Product, Content (BPC) where we leave listeners with a couple fun things to check out.

Links:

• Steep Life Media buys Ultrarunning Mag
• NYT article on print magazines
• Deckers earnings
• Small brands topping the charts in running retail
• Magna (Dylan's BPC)
• Escape Collective
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