Second Nature cover art

Second Nature

Second Nature

By: Dylan Bowman & Aaron Lutze
Listen for free

The business of outdoor hosted by Aaron Lutze & Dylan Bowman2024 Economics
Episodes
  • Martyn Ashton on Rideable Now and the Future of Adaptive MTB

    Martyn Ashton on Rideable Now and the Future of Adaptive MTB
    Jul 3 2026
    Martyn Ashton spent two decades as one of the most influential trials riders in the world — making the smallest, most niche discipline of mountain biking accessible and exciting for a global audience through videos, shows, and a personality that made everyone feel like they could try it. In 2013, a crash during a stunt show left him paralyzed. Now he's doing the exact same thing all over again — this time for adaptive mountain biking. In this conversation, Martyn walks through the founding of Rideable Now, a not-for-profit organization dedicated to helping people with disabilities and life-changing injuries access adaptive mountain bikes. He explains why modern adaptive bikes aren't a watered-down version of mountain biking — they're genuinely terrifying, capable machines that unlock every trail in the world for people who never thought they'd ride again. He also gets into the economics of £25,000 bikes, why the e-bike power race could go too far, and the moment he gave away Rideable Now's first complete bike to a father of three who had no idea it was coming. Show Notes: Popfly for Brands: https://popf.ly/secondnaturebrands Popfly for Athletes: https://popf.ly/secondnaturecreators Martyn Ashton: https://www.instagram.com/martynashton/ Rideable Now: https://www.rideablenow.com/ Bowhead Bikes: https://www.bowheadcorp.com/ Cole Bernier: https://www.instagram.com/cbreezyrides/ Annijke Wade: https://www.instagram.com/geodesicdome/ Random Tandem: https://www.youtube.com/watch?v=onoeq45G6ec Dirty Tricks and Cunning Stunts: https://www.youtube.com/watch?v=Rd3n8-0tuHU GMBN: https://www.gmbn.com/ Rideable Now Membership: https://www.rideablenow.com/join Disabled Dad Of Three: https://www.instagram.com/disableddadof3/ High Fives Foundation: https://highfivesfoundation.org/ BPC - Brand, Product, Content Topeak Digital Tire Pump: https://backcountrycreator.tnu8.net/DWBMvq Stashed Spacerail (10% discount link): https://www.stashedproducts.com/superrider *** 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
    Show More Show Less
    1 hr and 7 mins
  • You've Heard of Heat Training. Here's How It Actually Works.

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

    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
    Show More Show Less
    1 hr and 6 mins
  • The One Question Every Brand Needs to Answer

    The One Question Every Brand Needs to Answer
    Jun 19 2026
    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
    Show More Show Less
    1 hr and 14 mins
adbl_web_anon_alc_button_suppression_t1
No reviews yet