The Evolution of Brands, Athletes and Creators

If there's one thing for certain, it's that nothing ever stays the same - doubly so if you're a brand in the outdoor space or an athlete or creator. Over the past year, we've had so many discussions about what's working, the right way to approach it, and how it has evolved.

Jonathan Levitt: https://www.linkedin.com/in/jlevitt815/

Small Shows Hit Different: https://substack.com/@longrunlabs/p-190439642

Hollow Socks: https://hollowsocks.com/

Hollow Socks on Second Nature: https://youtu.be/qri10TgoOMM

Jonathan's Previous SN episode: https://youtu.be/fYEjPke9Btg

Brand Partnership 101 Article: https://substack.com/home/post/p-170877180

Substack Podcasts: https://on.substack.com/p/introducing-the-substack-recording

Colleen Quigley: https://www.instagram.com/steeple_squigs/

Kitworks: https://alnk.to/hsyF2FO

Claude: https://claude.ai/

Eternal: https://www.eternal.co

Alex Mather on Second Nature

The Huddle: https://findmyhuddle.com/

Second Nature Slack: https://www.launchpass.com/second-nature

BPC - Brand, Product, Content:

Raziq Rauf "This Is Running" (Book): https://amzn.to/3PteKKk

Seth LaRue Trail Waves: https://trailwaves.substack.com/

Wahoo Kickr: https://amzn.to/4bAgDgY

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Recently, two long-standing outdoor industry businesses, Alpenglow Expeditions and Thomson Bike Tours, were acquired by Milky Way Park. But while acquisitions are nothing new to the outdoor industry, the way it came together (and continues to develop) is worth a closer look. On this episode, iconic athlete and Alpenglow founder Adrian Ballinger joins Milky Way Park's founder Matthew Lloyd-Thomas to share the story.

Show Notes:

Adrian Ballinger: https://www.instagram.com/adrianballinger/

Alpenglow Expeditions: https://alpenglowexpeditions.com/

Matthew Lloyd-Thomas: https://www.linkedin.com/in/matthew-lloyd-thomas-541a9614/

Milky Way Park: https://www.milkywaypark.com/

Chernin Group: https://tcg.co/

Unrivaled Sports: https://www.unrivaledsports.com/

Emily Harrington: https://www.instagram.com/emilyaharrington/

Thomson Bike Tours: https://www.thomsonbiketours.com/

Aiden Charles (Coach): https://www.charlescoaching.com/coaches/

The Duffel Shuffle Podcast: https://www.duffelshufflepodcast.com/

DangerStik: https://www.youtube.com/@DangerStikTV

Mt Everest Ski Project: https://www.youtube.com/watch?v=cjZvFY6__qw

Centium AI: https://www.centium.ai/

BPC - Brand, Product, Content

Luft Bike Shop: https://luftlosangeles.com/

Zipp 404 Wheels: https://www.sram.com/en/zipp/models/wh-404-ftld-b1

Keith McNally "I Regret Everything" (Book): https://amzn.to/40BXhBO

Derek Thompson - Fatherhood: https://www.derekthompson.org/p/three-reasons-to-be-a-parent

Lenz Heated Socks: https://lenzproducts.com/

Broken Arrow Skyrace: https://www.brokenarrowskyrace.com/

Tangle Podcast: https://podcasts.apple.com/gb/podcast/tangle/id1538788132

Freehub Magazine: https://freehub.com/

John Mackey on David Senra: https://www.youtube.com/watch?v=U8zqsiePKsg

Jason Fried on David Senra: https://www.youtube.com/watch?v=BdDCtMA1gSw

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The Future Of Investing In The Outdoor Industry

Mel Strong made a meaningful impression during her first appearance on the podcast, and we've got her back on the podcast again to demystify how brands can raise capital, how to speak to boards and VCs, and to answer the all-important question...should we have our own venture fund?

Show Notes:

Mel Strong: https://www.linkedin.com/in/melanie-strong/

Mel's First Second Nature Episode: https://www.youtube.com/watch?v=q2V0nDHyQRw

Next Ventures: https://www.nextventures.com/

TRE: https://www.therunningevent.com/

Nike ACG: http://nikeacg.com/

Oura: https://ouraring.com/

Trial Library: https://www.triallibrary.com/

Eternal: https://eternal.co/

Trucks (VC): https://www.trucks.vc/

Next Ventures Substack: https://nextventures.substack.com/

Felix Kim: https://www.linkedin.com/in/felixkim93/

Ramble Campgrounds: https://ramble.camp/

BPC - Brand, Product, Content:

Ramble Campground: https://ramble.camp/

Path Projects - Basis Tee: https://pathprojects.com/products/basis-tee

The Courage To Be Disliked (Book): https://amzn.to/471R716

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Uplifting Talent In The Outdoor Industry

Rachael Burnside saw an opportunity to build a stronger community of women in the bike industry by connecting experienced mentors with mentees, which would help build and retain top talent. The fifth round of the Uplift mentorship program is now underway, and in our conversation, Rachael breaks down the playbook of what it took to build this program - and how any other industry can adapt and benefit from making these connections.

Show Notes:

Rachael Burnside: https://www.linkedin.com/in/rachael-burnside-1bb0b937/

Uplift: https://www.instagram.com/uplift.mentoring.networking/

Shift Active Media: https://www.shiftactivemedia.com/

Rouleur: https://www.rouleur.cc/

Rouleur Live: https://www.rouleur.cc/en-us/pages/rouleur-live

Rapha: https://www.rapha.cc/

Alexa Cunningham: https://www.linkedin.com/in/alexa-cunningham-41045433/

Kate Veronneau on Second Nature: https://www.youtube.com/watch?v=RPlJTBv6ABo

Stacy Perlis (CFO at Wahoo): https://www.linkedin.com/in/stacy-perlis-cpa/

BPC - Brand, Product, Content:

Pure Sport: https://puresport.co/en-us

Upway: https://upway.co/

Adweek Article - Outside Interactive: https://www.adweek.com/media/outside-interactive-profit-transformation/

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The Roadmap Of Rumpl

Wylie Robinson co-founded Rumpl over a decade ago, bringing an idea to life in the way that every outdoor entrepreneur dreams of doing. Over that time, he's experienced the twists and turns, ups and downs, and during this introspective discussion, we dig into the roadmap and the lessons he's learned from the journey (so far).

Show Notes:

Wylie Robinson: https://www.linkedin.com/in/wylierobinson/

Rumpl: https://www.rumpl.com/

Kickstarter: https://www.kickstarter.com/

Huckberry: https://huckberry.com/

White Road Investments: https://whiteroadinvestments.com/

Rumpl on Shark Tank: https://www.youtube.com/watch?v=BScmKUoSNdc

Rumpl Collabs: https://www.rumpl.com/pages/collaborations

BPC (Brand, Product, Content):

Kids Ride Shotgun: https://kidsrideshotgun.com/

TowWhee: https://towwhee.com/

Super Rider x Chris King: https://www.youtube.com/watch?v=pvUku8KfEII

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Uncovering The Fear Of Success Christian Rawles joins the podcast today for an extremely open and honest discussion about career, success, and how we approach our work. Christian has inspired so many thought-provoking conversations offline, we had to get him on the podcast to share his wisdom and insights with everyone. This is a special episode, we hope you enjoy it!

Christian Rawles: https://www.christianrawles.com/

KORE Podcast: https://koreoutdoors.transistor.fm/

Enneagram Test: https://www.eclecticenergies.com/enneagram/test

Enneagram Made Easy (Book): https://amzn.to/4abMbHO

Tiny Experiments (Book): https://amzn.to/3NP5EGZ

Billy Oppenheimer Newsletter: https://billyoppenheimer.com/

The Go-Giver (Book): https://amzn.to/4qhcIcO

The Lion Tracker's Guide To Life (Book): https://amzn.to/4rndlT6

The Gap and The Gain (Book): https://amzn.to/3NZMGNJ

Founders Podcast: https://www.founderspodcast.com/

Five Year Journal: https://amzn.to/3MkQXLd

BPC - Brand, Product, Content:

Durston Gear: https://durstongear.com/

Centium AI: https://www.centium.ai/

Jonathan Weaver's Substack: https://theantiblueprintproject.substack.com/

Powerwolf: https://www.powerwolf.net/

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The Past, Present and Future of Des Linden After winning the Boston Marathon, writing a book, hosting a giant running podcast...what's next? We caught up with Des Linden to talk about her career so far, but more importantly, where she's heading next.

Show Notes:

Des Linden: https://www.instagram.com/des_linden/ Nobody Asked Us (Podcast): https://podcasts.apple.com/us/podcast/nobody-asked-us-with-des-kara/id1664629953 GU x Des: https://guenergy.com/blogs/press/boston-marathon-champion-joins-gu-athlete-team Magda Boulet: https://www.instagram.com/runboulet/ Ruth Croft: https://www.instagram.com/ruthcrofty/ Brooks - Chief Running Advisor: https://www.brooksrunning.com/en_us/athletes-sponsored-by-brooks-running/des-linden/ Choosing To Run (Book): https://amzn.to/3NGMCT3 Marathon des Sables: https://marathondessables.com/ Black Canyon 50K: https://www.aravaiparunning.com/blackcanyon/ Subway Takes x Des: https://www.instagram.com/reel/DQj8ucBDl4B/

BPC - Brand, Product, Content: Brooks Cascadia Elite (Paris Fashion Week): https://www.brooksrunning.com/en_us/cascadia-elite/ Clearlight Infrared Sauna: https://infraredsauna.com/sanctuary-five-person/ Nothing.Tech: https://nothing.tech/ The Generalist: https://www.generalist.com/

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The Outdoor Brand Spending $1 MILLION On Ads (Every Month)

You could've heard a pin drop at Outdoor Media Summit when Brian Davis told the audience his brand spends one million dollars on ads every month. But how did he get here? In this week's episode, we got to dive into Brian's history of launching and building brands - and the conversation that followed did not disappoint.

Show Notes:

Brian Davis: https://www.linkedin.com/in/briandavisinnovates/

Hollow Socks: https://hollowsocks.com/

Fix It Sticks: https://store.fixitsticks.com/

Back Bottle: https://backbottle.com/

Zach Stuck: https://x.com/zachmstuck

Zach's Agency: https://www.homesteadstudio.co/

Josh Haskins (New GM): https://www.linkedin.com/in/jthaskins/

Scheels: https://www.scheels.com/

BPC - Brand, Product, Content:

Wahoo Bike: https://www.wahoofitness.com/devices/indoor-cycling/smart-bikes

Fanttik X10 Ace Mini Bike Pump: https://amzn.to/4pYICKZ

Founders Podcast - Kevin Kelly: https://www.youtube.com/watch?v=RUKafK3xCfY

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