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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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/

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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

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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/

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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/

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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

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