Second Nature

Michael Brandt is the Co-Founder and CEO of Ketone IQ -- a cutting edge ketone supplement that has become incredibly popular in the world of endurance sport and has grown into an eight figure business. Michael is also a passionate athlete, 2:40 marathoner, and computer scientist who synthesizes all his life experience into his business career. Ketone IQ has also been a great partner of Freetrail -- Visit ketone.com/freetrail30 to get 30% off your subscription of this game changing product.

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 Renegade Running's expansion to SoCal, Nike's new Olympic ad spot, & Super Rider's expansion into the chinese MTB market. We also discuss a couple open roles at Red Bull and lululemon.

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

Links:

• Renegade Running's Fundraising
• Nike Ad
• Red Bull job
• lululemon job
• Bandit's Olympic kit
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Brendan Madigan wears a lot of hats in the outdoor industry. He's the owner of Alpenglow Sports, an outdoor specialty retailer in Tahoe City, CA, and the Race Director of Broken Arrow, one of the biggest trail races in North America. Brendan is also a partner of TrailCon, the trail running conference we've discussed on the podcast many times.

Topics:

• Brendan's background
• The beauty and challenge of retail businesses
• Building community
• The space for product disruption
• The importance of being a practitioner
• Brendan's events: Speaker Series and Broken Arrow
• TrailCon
• BPC!
• American Flannel
• American Giant
• Anthill Productions

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 Canyon Bicycles and their recently announced partnership with LeBron James. Then we talk about Aaron's recent trip to Red Bull HQ and some learnings from the visit. We discuss a big open role in the outdoor industry - Global VP of Footwear for The North Face. As usual we finish with Brand, Product, Content where we have a fun overlap this week. Links:

• LeBron x Canyon
• Global VP of Footwear, TNF
• On's Lightspray
• How I Built This, On Athletic Shoes
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On this week's episode, we speak with an athlete who developed a brand and content empire that is taking the multisport world by storm. It's called That Triathlon Life and Eric Lagerstrom is the man behind the brand, the camera, and when you can't find him there, he's likely on a podium somewhere. Eric's partner Paula Findlay is instrumental in the brand as well, not only on camera, but guiding the development and decision making progress as they collectively build one of the most sought after brands in the triathlon world. She's absolutely crushing the T100 series at the moment, too, and in this discussion we talk about how the two of them balance training, race schedules, content calendars and brand building. That Triathlon Life is arguably one of the biggest brands in the triathlon industry, and it's rooted in Eric and Paula's focus on authenticity and building the things that he wants to see.

That Triathlon Life: http://www.thattriathlonlife.com

YouTube: https://www.youtube.com/@ThatTriathlonLife Podcast: https://open.spotify.com/show/1r0C4LWhFsfHI6bmy7HzsJ?si=909c12ec345e426f Eric Lagerstrom: https://www.instagram.com/eric_lagerstrom/ Brett Rheeder "Circles" - https://www.youtube.com/watch?v=l45EIjAAGYE LeBron James x Canyon - https://www.canyon.com/en-us/lebron-james/

Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze. In this week's episode we catch up on our recent projects for Freetrail and Super Rider. Then we debrief on episode #15 with Kyle Siegel, exploring some takeaways from Raide Research's strategy. Then we talk about Bandit Running's recent brand activation around the US Olympic Trials and finish with Brand Product Content. Links:

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• Setting the Table
• Freetrail bucket hat

In this episode, we dive deep with the founder of Raide Research, a new brand in the outdoor space. Kyle Siegel has a wide-ranging resume from Space X to Snapchat to North Face and DB. He breaks down everything it took to get Raide off the ground - and where he's going to go with it now that he's got things in motion. A big thank you to Kyle for willing to break down all the hard lessons he's learned so far on his journey. For many of us in the outdoor industry (and those wanting to join), the dream of starting a brand is a constant theme - and Kyle shares the realities of chasing this dream, and all the "fun" that comes with it. Raide Research: www.raideresearch.com

Kyle's BPC: Liquid Death is giving away a fighter jet - https://liquiddeath.com/pages/winajet The Pepsi / Jet Fighter documentary: https://www.youtube.com/watch?v=lzS8BQBcAu4 Aaron's BPC: Yuka app - htpps://yuka.io/en Rebranding PopTarts: https://www.instagram.com/p/C33eXhQx9a7/ Sign up for our newsletter: http://www.secondnature.media

Second Nature is a weekly podcast about the business of outdoor, action, and endurance sports, hosted by Dylan Bowman and Aaron Lutze.

In this week's episode we explore the theme of athletes who have transcended their sports. We talk about Shaun White's recent announcement of a new winter sports league, Michael Johnson's Grand Slam Track, and Nyjah Huston's impact on skateboarding. Links:

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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. In this week's episode we talk about the UCI World Cup, Red Bull Rampage, Unbound Gravel, and the rise of disruptor brands. As usual, we finish with Brand, Product, Content (BPC). Links:

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• Commencal Bikes
• XGames Real MTB
• Speedland Footwear

If you've listened to or watched any trail running content in the past few years, there's roughly a one in three chance that Ryan Thrower had something to do with it. In this episode of Second Nature, we talk about how he got into the outdoor industry as a founding member of the Freetrail media empire, and how developing a durable skill like photography and videography helped open some big doors along the way.

Ryan's BPC: @JomboyMedia - @TalkinBaseball

Aaron's BPC: @digspaghetti video breakdown of Make It Count: https://www.youtube.com/watch?v=BYE4Xq_-kY0

Here's the link to the original @casey Make It Count video if you haven't seen it: https://www.youtube.com/watch?v=WxfZkMm3wcg

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Youtube: https://www.youtube.com/watch?v=MSXVbGBLcdA