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/

 

 

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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

 

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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

 

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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    

 

Today’s podcast is the ultimate example of cross-pollination. On Second Nature, we frequently talk about the value of connecting with people in adjacent industries, and that you get to have a glimpse into the future of your own industry. The people who are best at predicting shifts in an industry are typically the winners. What better way to do that than to identify an industry that’s ahead of you and ask every possible question you can come up with? 

 

 

Today’s guest is Travis Wannlund, who just finished up a huge run as the head of Gaming at Red Bull. His most notable contribution to Red Bull was helping brand and sports marketing people understand the impact of gaming on their bottom line, how to connect with a wider audience and how Gaming insights inform the way Red Bull’s other athletes do business. He made it easy for the people who were paying attention to reap insane benefits, and now it's your turn.

 

Links:

Travis Wannlund: https://www.linkedin.com/in/wannlund/

 

Why Gaming Is Still About Red Bull: https://venturebeat.com/pc-gaming/why-esports-is-still-about-razer-and-red-bull-not-pepsi-and-arbys/

 

GrandPooBear x Wings For Life: https://www.redbull.com/us-en/grandpoobear-lab-tour-wings-for-life

 

Ludwig x Red Bull: https://www.redbull.com/us-en/theredbulletin/ludwig-youtube-streamer-profile

 

Among Us (Game): https://www.innersloth.com/games/among-us/

 

Ninja x Red Bull: https://www.redbull.com/se-en/ninja-joins-red-bull

 

Gamer vs F1 Driver - Reaction Time: https://www.youtube.com/watch?v=QenofJ-ARYU

 

BPC:

Peloton Lanebreak: https://www.onepeloton.com/bike/lanebreak

 

Audiosurf: https://en.wikipedia.org/wiki/Audiosurf

 

ANYTIME Film: https://www.redbull.com/us-en/films/anytime

 

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Dylan and Aaron dig into the details of each other's business and call out areas of opportunity for both Super Rider and Freetrail. This episode is part galaxy brain, part therapy session as they publicly share details about the struggles and triumphs of owning media businesses in the outdoor space. Using the concept of Simon Sinek's book "The Infinite Game", this podcast helps put a filter on decision making and how to move forward with business in the outdoor industry.

 

Links:

Simon Sinek - The Infinite Game: https://amzn.to/3N9JD23

Freetrail: http://www.freetrail.com

Super Rider: http://www.youtube.com/@superridertv

Aaron's Newsletter: https://superrider.substack.com/

Matt Trappe's Newsletter: https://amatterofbrand.substack.com/ 

NotebookLM (Podcast AI): https://notebooklm.google/

 

BPC:

Kilian Bron - Dolomites: https://www.youtube.com/watch?v=0FSmJ9n4Gsc

Shane Smith x Rick Rubin: https://open.spotify.com/episode/6pQV6JlLNaypDofeAeukDT?si=b4a70427b8924856

TNF Summit Series Offtrail: https://www.thenorthface.com/en-us/shop-all/footwear-new-arrivals-c829848/summit-series-offtrail-tr-shoes-pNF0A8A9W

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Arielle Knutson is the CEO of Oiselle, a running apparel brand for women, by women. In the podcast, we talk about her journey that started as a member of Oiselle's ambassador program, and how she found her way into the Outdoor Industry. 

 

Links:

Oiselle Arielle Knutson on LinkedIn

Oiselle Director of Marketing Role

Morning Brew article about Arielle's brand going viral on TikTok

Aaron's favorite cottage cheese pancake recipe

NYT Bestselling Author and Oiselle athlete Lauren Fleshman

Alexis Ohanian>

 

BPC: 

Ironman Women's World Championships Coverage

Lauren Fleshman's "Good For A Girl"

Alexis Ohanian 20VC Podcast Episode

 

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Nike has a new incoming CEO and we've got our resident Nike expert, Steve Holmberg, joining us for the podcast to talk about what this means for Nike - and maybe more importantly - what that could mean for the Challenger Brands that have taken advantage of the opportunity that Nike's misstep has created. As a 17-year veteran of Nike, Steve had some interesting thoughts on how this incoming CEO news was received, and what Elliott Hill must do in the next year to get Nike back on track.

 

Following our Nike discussion, Steve sticks around to riff with us on a new Galaxy Brain idea, then we dive into two articles he sourced - one about the end of Gorpcore and another about Lululemon's study around global wellness and the burnout that is coming along with it. As always, we end with a lively BPC segment, where we share our favorite things in Brand, Product and Content.

  Links:

Elliott Hill on LinkedIn

GQ: The End of Gorpcore?

Lululemon's Global Wellness Report

Your Friend in Reykjavik

Health Goth Trend

Quiet Luxury

Veilance (Sub-brand of Arc'teryx)>

The Row (Brand)

Oura Ring

 

BPC:

New Yorker article - Grant Petersen

Rivendell Bicycles

Raide Research Running Belt

Aaron's Cross-Country Roadtrip

 

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Dylan and Aaron dig in to the real issues that they face as business owners and content creators, and the tactics that they might pursue to push past their current boundaries. They also riff on a "Galaxy Brain" idea that is sure to bring out some strong opinions and ideas of how best to support deserving athletes in the outdoor space. After that, it's a deep dive into an article titled "The End Of Big Surf" and the cautionary tale that could apply to outdoor sports in the future. The episodes wraps up as always with Job of the Week and BPC, with plenty of brands, product and content to highlight this week.

  Links:

James Smith "Why I Quit" Video: https://youtu.be/VPH47CfCmL0

Ed Lawrence: https://youtu.be/M8W2wGRADIM

Sally McRae at Trailcon: https://open.spotify.com/episode/32JLAX0Ds7UEE5Ckw04zsT?si=95e53ca3af7e4add

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

The End Of Big Surf: https://surfingworld.com.au/the-end-of-big-surf/

Bobby Hundreds - Brand Is Dead: https://substack.com/@bobbyhundreds/p-147787011

Job Of The Week - Canyon Sr. Brand Manager (US): https://www.linkedin.com/jobs/view/sr-manager-brand-and-marketing-at-canyon-bicycles-us-4023550253/

 

BPC:

Barbarian Days: https://amzn.to/3TuyRqw

DSTNC: https://www.dstnc.com/

TTL Naysh App: https://thattriathlonlife.com/blogs/journal/paula-prepares-to-race-uci-time-trials

 

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