『Second Nature』のカバーアート

Second Nature

Second Nature

著者： Dylan Bowman & Aaron Lutze
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The business of outdoor hosted by Aaron Lutze & Dylan Bowman2024 経済学
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  • You've Heard of Heat Training. Here's How It Actually Works.

    You've Heard of Heat Training. Here's How It Actually Works.
    2026/06/26

    Ross McGraw has had one of the more interesting career arcs in the outdoor industry — from Nike's NYC Run program to Vice Media and Viacom, to helping build Hammerhead through its acquisition by SRAM, and now leading commercial efforts at CORE, the company changing how elite athletes think about heat.

    In this conversation, Ross breaks down the science of heat training in plain language — why 80% of the energy athletes generate is thermal, how heat zones work, and why the world's best cyclists and runners are training in heat suits before major races. He also gets into what it felt like to go from being a cog in a media machine to betting on himself in sports tech, why triathlon taught him more about business than any corporate job, and how to know when you're doing the "social run" version of your career.

    Show Notes:

    Popfly for Brands: https://popf.ly/secondnaturebrands

    Popfly for Athletes/Creators: https://popf.ly/secondnaturecreators

    Ross McGraw: https://www.linkedin.com/in/rossmcgraw/

    CORE: https://corebodytemp.com/

    CORE Heat Suit: https://corebodytemp.com/products/core-suit

    CORE Heat Zones: https://help.corebodytemp.com/en/articles/10447111-heat-zones

    Hammerhead: https://shop.sram.com/pages/hammerhead

    Zwift Bike: https://us.zwift.com/collections/equipment/products/zwift-ride-smart-frame

    Wahoo Software Update: https://www.bikeradar.com/news/wahoo-elemnt-firmware-update-2026

    BPC - Brand, Product, Content:

    World Cup - Adidas ad: https://www.youtube.com/watch?v=mJJY53qhJe0

    Breathe (Book): https://amzn.to/4eBoX0f

    Respire Mouth Tape: https://respire.com/

    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
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    1 時間 6 分
  • The One Question Every Brand Needs to Answer

    The One Question Every Brand Needs to Answer
    2026/06/19
    Mattie Sims has built brands at Lululemon, Electronic Arts, Reef, and Rally Pickleball — and along the way developed a framework for brand building that most founders skip entirely. Now she's applying everything she's learned to two ventures at once: Courier, a performance sock brand built around the idea of the "Renaissance athlete," and Mate the Agency, a brand strategy firm working with founders across industries. In this conversation, Mattie walks through the muse framework she learned at Lululemon and has refined across every role since — why the most important question isn't "who buys this product" but "what is this person worried about when their head hits the pillow at night." She also gets into why looking branded is not the same as having a brand, what happened when Rally discovered their customers weren't there for pickleball, and why having her son was the thing that finally convinced her she could be an entrepreneur. Plus: why niching down is the thing every founder is most afraid of, how Courier is building a cultural movement around versatile excellence, and the Red Bull receptionist whose casual suggestion became a billion-dollar product strategy. Popfly For Creators: https://popf.ly/secondnaturecreators Popfly for Brands: https://popf.ly/secondnaturebrands Show Notes: Mattie Sims: https://www.linkedin.com/in/madeline-sims-83385823/ Courier Socks: http://couriersocks.com/ Mate The Agency: https://www.matetheagency.com/ Rally Pickleball: https://www.rallypickleball.com/ Mate IG Carousel Link: https://www.instagram.com/p/DYW4_SVEU8b/ Carrie Rheaume (Mate agency co-founder): https://www.linkedin.com/in/carrie-rheaume-6376521a8/ Matt Sims: https://www.linkedin.com/in/matthew-sims-9b716450/ Gartner Hype Cycle: https://www.forbes.com/sites/johnwerner/2024/07/18/the-trough-of-disillusionment-and-four-outliers-on-the-gartner-hype-cycle/ Morgan Tuohy: https://www.linkedin.com/in/morgan-tuohy/ Dera: https://rundera.com/ Ryan Thrower: https://www.instagram.com/ryanthrower/ BPC - Brand, Product, Content: Seniq: https://seniqbrand.com/ Summer Edition - Red Bull: https://www.redbull.com/us-en/energydrink/products/red-bull-summer-edition Billy Oppenheimer's newsletter: https://billyoppenheimer.com/ 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
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    1 時間 14 分
  • The Sunscreen Brand That's Rewriting Performance Science

    The Sunscreen Brand That's Rewriting Performance Science
    2026/06/12
    Tom Austen is the founder of Pelotan, the world's first sun performance brand, and co-founder of Chance, a trail running apparel brand he's building with pro athlete and serial entrepreneur Christian Meier. Both brands are based in Girona, Spain — a two-square-kilometer pocket of world-class endurance athletes, cafes, and startups that's become the Boulder of Europe. In this conversation, Tom walks through how Pelotan went from a sunburn problem on training rides to winning two Tour de Frances with Team Sky in its first year, and how the brand is now pioneering something entirely new: treating the sun as a performance variable rather than just a health risk. He also gets into the Chance origin story, why cross-pollination across categories is the key to building something original, and what it's like to run two high-growth startups at the same time from a city of 100,000 people. Show Notes: Popfly for Athletes/Creators: https://popf.ly/secondnaturecreators Popfly for Brands: https://popf.ly/secondnaturebrands Tom Austen: https://www.linkedin.com/in/tomausten1/ Pelotan: https://pelotan.cc/ Chance Running: https://chancerunning.com/ Second Nature - Sea Otter Episode: https://www.youtube.com/watch?v=hLk1LGIthPc Christian Meier: https://www.instagram.com/christianmmeier/ The Gartner Hype Cycle: https://www.forbes.com/sites/johnwerner/2024/07/18/the-trough-of-disillusionment-and-four-outliers-on-the-gartner-hype-cycle/ Pelotan Apres Aftersun: https://pelotan.cc/products/pelotan-apres-200ml Pelotan App for Second Nature listeners: https://pelotan.cc/secondnature Broken Arrow Skyrace: https://www.brokenarrowskyrace.com/ Lael Wilcox: https://www.instagram.com/laelwilcox/ BPC - Brand, Product, Content: Nomio: https://drinknomio.com/ Adidas World Cup ad: https://www.youtube.com/watch?v=mJJY53qhJe0 Nike - Airport soccer: https://www.youtube.com/watch?v=mGalnbiGDW4 Insta360 GO Ultra: https://store.insta360.com/product/go-ultra 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
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    1 時間 8 分
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