Second Nature

Alex Mather and his team at Eternal are building a platform that addresses long term health of active, athletic people looking for a proactive approach. In this episode, we dug into the lessons Alex learned while being an early employee at Strava, founding The Athletic (as well as exiting it) and it all played into his latest venture.
Show Notes:
Alex Mather: https://www.linkedin.com/in/alexemather/
Eternal: https://www.eternal.co
The Athletic: https://www.nytimes.com/athletic/
Strava: https://www.strava.com/
Rebecca Rusch: https://www.rebeccarusch.com/
Mel Strong: https://www.linkedin.com/in/melanie-strong/
Next Ventures: https://www.nextventures.com/
BPC - Brand, Product, Content:
Oura: https://ouraring.com/
Nuclear War (Book): https://amzn.to/4jRGT8Z
Semafor - Jonah Weiner: https://www.semafor.com/article/10/14/2025/blackbird-spyplane-jonah-weiner
The War Of Art (Book): https://amzn.to/45nir9z
Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media
Meet us on Slack: https://www.launchpass.com/second-nature
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Steve Holmberg joins the podcast for our annual predictions podcast. Based on his insights from the industry, he shares a bit of where we've been - as well as where he thinks we're headed in the year ahead. Steve takes us through his analysis on participation, brands, marketing, product, marketplace, retail and external.
Show Notes:
Steve Holmberg: https://www.linkedin.com/in/stephenholmberg/
Insight Accelerator: https://www.stephenholmberg.com/
Raide: https://raideresearch.com/
Half Days: https://www.halfdays.com/
Mount to Coast: https://mounttocoast.com/
Norda: https://nordarun.com/
Matt Trappe: https://substack.com/home/post/p-180904392
Peter Abraham: https://peterabraham.medium.com/the-2025-bicycle-trend-report-1d262a7b0351
Nike ACG: https://www.nike.com/acg
Terignota: https://terignota.com/
Grand Slam Bankruptcy: https://www.espn.com/olympics/trackandfield/story/_/id/47286330/grand-slam-track-files-bankruptcy-johnson-vows-press-on
BPC - Brand, Product, Content:
Field Mag: https://www.fieldmag.com/
Columbia x Star Wars: https://www.columbia.com/starwars/
Kitworks (Aaron's Ambassador Page!): https://alnk.to/hsyF2FO
Snow Peak: https://www.snowpeak.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
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Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

FlyLow was founded by Dan Abrams and Greg Steen twenty years ago to create backcountry ski pants that could hold up to the demands of the sport and terrain. They continued to refine and expand the product line, as their own proficiencies were expanding and refining. Dan joins us this week to share stories and lessons from the journey so far.
Show Notes:
FlyLow Gear: https://flylowgear.com/
Dan Abrams: https://www.linkedin.com/in/dan-abrams-4287775/
Megan Michaelson: https://www.linkedin.com/in/meganmichelson/
Greg Steen: https://www.linkedin.com/in/greg-steen-7419041b/
Alibaba: https://www.alibaba.com/
Cactus Outdoor: https://cactusoutdoor.co.nz/
CAGR (term): https://en.wikipedia.org/wiki/Compound_annual_growth_rate
Hot Tub Short (FlyLow): https://flylowgear.com/products/hot-tub-short
Anderson Shirt (FlyLow): https://flylowgear.com/products/anderson-shirt
Irwin Fleece (FlyLow): https://flylowgear.com/products/irwin-fleece-shirt
BPC - Brand, Product, Content:
Moment Skis: https://www.momentskis.com/
Momentous Creatine: https://crrnt.app/MOME/P1ZgGplx
Todd Snyder: https://www.toddsnyder.com/
Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media
Meet us on Slack: https://www.launchpass.com/second-nature
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It's the end of an era, and what a chapter it was. Red Bull, the brand that brought Dylan and Aaron together, has graduated Dylan from their official athlete roster. It felt like the perfect time to put the partnership in perspective, with takeaways, stories and lessons from nearly a decade-long partnership. This is the lifecycle of a brand relationship that brings the best out of everyone involved - but, all good things must come to an end.
Show Notes:
Dylan Bowman: https://www.instagram.com/dylanbo/
Aaron Lutze: https://www.instagram.com/superridertv/
Lisa Burnes: https://www.linkedin.com/in/lisa-burnes-670a356/
Red Bull Lost Coast Film: https://www.youtube.com/watch?v=FhbO241F_xE
Campfire Stories - DBo Croatia: https://www.redbull.com/int-en/episodes/dylan-bowmans-tale-of-teeth-and-triumph-campfire-stories-s01-e01
Red Bull - Last Set: https://www.redbull.com/us-en/videos/action-clip-(dirty)-dylan-bowman
Freetrail: https://www.freetrail.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
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Chef Corso launched Outdoor Eats to improve the quality of trailside food. On his journey to level up everyone's culinary experience outdoors, he managed to build a brand that includes a TV series (going on its third season), a line of cookbooks, and plenty more. Reaching the outdoor audience has been an iterative process, and we dug into all of the details and steps along the way.
Chef Corso: https://www.instagram.com/outdooreats365/
Outdoor Eats: https://outdooreats.tv/
Trail Meals Cookbook: https://outdooreats.com/product/trail-meals-cascade-edition/
Chef Corso Substack: https://chefcorso.substack.com/
Creativity Inc: https://amzn.to/48UruQ4
Science Of Scaling: https://amzn.to/4r6MviC
Heliconia Productions: https://heliconia.ca/
Aaron's SF Peninsula Video: https://www.youtube.com/watch?v=CHqGcGxmvGw
Titanium Spork: https://outdooreats.com/product/creekside-titanium-spork/
OE Guided Trips 2026: https://outdooreats.com/outdoor-eats-guided-trips-2026/
BPC - Brand, Product, Content:
Why You Eat What You Eat: https://amzn.to/4j2ypLy
Mama Lil's Peppers: https://amzn.to/3KRoUm0
Red Bull - Everest Ski Video: https://www.youtube.com/watch?v=cjZvFY6__qw
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