Steve Holmberg is one of our favorite recurring guests, and this time, he showed up with something nobody expected. Over the holidays, Steve went from zero coding experience to a fully functional AI-powered app called Field Check, built using the vibe coding platform Lovable. The app connects retail store associates directly to brand product and marketing teams through AI-driven chats that go deeper than any survey can — and he built the whole thing in about a month.

In this conversation, Steve walks through exactly how he did it, what he wishes he'd known before starting, and why AI is "a tool masquerading as a solution." He also deployed Field Check live on the Second Nature Slack channel to surface what the audience actually wants — and the results are fascinating.

Plus: a halftime check-in on Second Nature's 2026 predictions, what happened at Sea Otter with Chinese bike brands, why Adidas is having a moment, and the 32-inch wheel debate that nobody asked for.

Show Notes:

• Popfly for Creators: https://popf.ly/secondnaturecreators
• Popfly for Brands: https://popf.ly/secondnaturebrands
• Steve Holmberg: https://www.linkedin.com/in/stephenholmberg/
• Insight Accelerator: https://insight-accelerator.com/
• Lovable: https://lovable.dev/
• Field Check: https://fieldcheck.app/
• Supabase: https://supabase.com/
• Cloudflare: https://www.cloudflare.com/
• Github: https://www.github.com
• 2026 Predictions Episode: https://www.youtube.com/watch?v=k0G3OpDVnyA
• Steve's Prediction Post: https://www.linkedin.com/posts/stephenholmberg_2026-sport-and-outdoor-industry-trends-activity-7414293417557626880-AXy7
• Trailcon: https://www.trailconference.com

BPC - Brand, Product, Content

• Jason Fried - David Senra Podcast: https://www.youtube.com/watch?v=BdDCtMA1gSw
• Adventure Bucket List: https://reachinternationaloutfitters.com/collections/state-bucket-lists

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