Second Nature

Today, we're sharing something a little different. My longtime friend Rebecca Rusch invited me onto her podcast, What's The Rusch, to talk about navigating transitions: the ones we choose, and the ones that choose us.
Rebecca and I have known each other for over 20 years, since my days as her athlete manager at Red Bull, and this conversation covers a lot of ground: my own path from Red Bull into building Super Rider and Second Nature, the behind-the-scenes story of helping athletes see the light, and some honest reflections on loss, reinvention, and figuring out what comes next.
This isn't a regular Second Nature episode, but it felt too good not to share. Enjoy the conversation, and if you like what you hear, go check out the rest of What's The Rusch right here: https://www.rebeccarusch.com/whatstherusch

Second Nature Listener Survey: https://surveymars.com/q/inCNkLas9
Alyssa Olenick, known online as Doc Lyss, has spent the last eight years building a seven-figure fitness and training business while simultaneously earning a PhD in exercise physiology. She started with $35-a-month one-on-one coaching over Google Sheets and a MacBook that literally overheated. Today she runs a training app, a coaching team, and a quarter-million-follower community built on a simple philosophy: talk to your customers, act fast, and never stop iterating.
In this conversation, Alyssa breaks down what it actually took to build a business that didn't feel real until nearly a decade in, why she turned down far more brand deals than she accepted, and what "world-building" really means in modern marketing: the idea that people buy into an identity, not just a product. She also gets candid about the hardest season of her business, the difference between growing a business and running a company, and why she deliberately paused an entire second brand for years because she knew she couldn't do both well at once.
This episode is supported by Popfly and Halo:
Popfly for Brands: https://popf.ly/secondnaturebrands
Popfly for Creators: https://popf.ly/secondnaturecreators
Halo: https://www.poweredbyhalo.com
Show Notes:
Alyssa Olenick: https://www.linkedin.com/in/alyssaolenick/
DocLyssFitness: https://www.instagram.com/doclyssfitness/
The Lyss Method: https://quiz-thelyssmethod.com/
DocLyss Newsletter: https://substack.com/@doclyssfitness
DocLyss YouTube Channel: https://www.youtube.com/@doclyssfitness
Alex Hormozi: https://www.instagram.com/hormozi/?hl=en
Shelby Sapp: https://shelbysapp.com/
Codie Sanchez: https://codiesanchez.com/
Yeti: https://www.backcountry.com/brand/yeti
ShopMy - Alyssa's Storefront: https://shopmy.us/shop/doclyssfitness
NoBull: https://nobullproject.com/
Ozlo Sleepbuds: https://ozlosleep.com/
BPC - Brand, Product, Content:
SENIQ: https://seniqbrand.com/
Halfdays: https://www.halfdays.com/
Suunto Race 2: https://www.backcountry.com/suunto-race-2-sport-watch
Courtney - Post Hardrock Interview: https://www.youtube.com/watch?v=HQYa_fTw01w
HoverAir X1 ProMax: https://us.hoverair.com/products/hoverair-x1-self-flying-camera-combo
Fun Stuff:
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

Second Nature Listener Survey: https://surveymars.com/q/inCNkLas9
Gary Vernon, Scott King, and Aimee Ross have been building what is now one of the most significant mountain bike destinations in the world. What started in 2006 as a five-mile trail system in Bentonville, Arkansas has grown into 600 miles of trail across the region, 1,200 miles statewide, and most recently, a lift-access bike park with its own chairlift, restaurant, and membership model.
In this conversation, they walk through the design principles that made it work: building for beginners first, focusing on progression, and the decision to build within city limits rather than isolating trails on private land. They also break down the economics of trail building compared to traditional recreational infrastructure, what it actually took to build a 38-trail bike park in under two years, and the advice they give every community that calls asking "how do we become the next Bentonville"...which is, simply, don't try.
Second Nature is proudly supported by Popfly and Halo:
Popfly: https://popf.ly/secondnaturebrands
Halo: https://www.poweredbyhalo.com
Show Notes:
Scott King: https://www.linkedin.com/in/j-scott-king-9991a4/
Aimee Ross: https://www.linkedin.com/in/aimeeross/
Gary Vernon: https://www.linkedin.com/in/gary-vernon-ii-58253a7/
Tom Walton: https://www.linkedin.com/in/tom-walton-40b9792ba/
OZ Bike Park: https://oztrailsbikepark.com/
OZ Trails: https://www.oztrails.com/
Discovery Loop: https://www.visitbentonville.com/blog/stories/post/ride-the-loop-bentonvilles-scenic-bike-route/
IMBA: https://www.imba.com/
Transform Your Community (Gary's TED Talk): https://youtu.be/yXJkWIeNP6g?si=p8frsQWhW7CzqJnB
IMBA TrailLab: https://www.imba.com/trail-labs
Gravity Logic: https://www.whistlergravitylogic.com/
BPC - Brand, Product, Content:
Cone valve suspension: https://dirtbikemagazine.com/cone-valve-suspension/
Sierra Nevada NA: https://sierranevada.com/brews/trail-pass-ipa
Triumph Daytona: https://www.triumphmotorcycles.com/motorcycles/sport/daytona-660
The Design Way (Book): https://amzn.to/4zjfoMS
Marin Alpine Trail EXR (Aaron's Bike): https://marinbikes.com/collections/alpine-trail-e
Fun Stuff:
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

Annijke Wade became an adaptive mountain biker in 2021 after a downhill accident left her with a spinal cord injury. Four years later, she's racing at events like SBT Gravel and Sea Otter Classic, running a nonprofit called Dirt Bound that develops para athletes, building a content strategy sophisticated enough to land her in a Meta Creator program, and already planning for goals she can't quite reveal yet for 2027 and 2028.
In this conversation, Annijke and Aaron dig into what's changed in adaptive mountain biking over the last five years, how she thinks about building a career that doesn't depend on race results or viral moments, and what it actually takes to convince race organizers to include para athletes. They also get into her content strategy — from 822 followers to 10,000, the loop format, and working with Meta on creator growth — and what brands should look for when building long-term athlete partnerships.
Show Notes:
Annijke Wade: https://www.instagram.com/geodesicdome/
Bowhead Bikes: https://www.bowheadcorp.com/
Martyn Ashton: https://www.instagram.com/martynashton/
Rideable Now: https://www.rideablenow.com/
Rebecca's Private Idaho: https://www.rebeccasprivateidaho.com/
Annijke's Shreddit Film: https://www.youtube.com/watch?v=WE8_RpvGO6c
Dirt Bound: https://www.dirtboundcycling.com/
Dialed Creator Program: https://www.skool.com/dialedcreator/about
BPC - Brand, Product, Content:
Lael Wilcox: https://www.instagram.com/laelwilcox/
Matador - refillable toothpaste: https://www.matadorequipment.com/products/refillable-toothpaste-tubes
Ozlo Sleepbuds: https://ozlosleep.com/
TRTL Neckwrap: https://amzn.to/4pVM8Y0
Any One Of Us (Film): https://www.youtube.com/watch?v=5kKJdHMJJJU
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
#podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business

Jill Nazeer is the brand marketing manager at Salsa Cycles and one of the most experienced athlete and content marketers in the bike industry. Before Salsa, she was at Diamondback during one of the most interesting periods in mountain bike content history: when Seth from Berm Peak was just a guy with a cool YouTube channel, and Eric Porter was figuring out what adventure content could look like. She helped build what became one of the most effective creator rosters in the industry, almost by accident.
In this conversation, Jill walks through what she learned about athlete marketing at Diamondback, how Salsa's relationship with parent company QBP gives them an unusual data advantage in the industry, and why she spent two years making penny farthing jokes before becoming a true believer in 32-inch wheels. She also gets into what brands get wrong about the DTC vs. bike shop debate, why the bike shop still matters more than most people think, and the Columbia Flat Earther campaign — which might be the most creative brand marketing move of the year.
Show Notes:
Jill Nazeer: https://www.linkedin.com/in/jill-nazeer-a05b554/
Salsa Cycles: https://www.salsacycles.com/
Eric Porter: https://www.youtube.com/@PorterMTB
Berm Peak: https://www.youtube.com/@SethsBikeHacks
Mike Hopkins - Dream Ride: https://www.youtube.com/watch?v=Kn1dcZTSAzk
Micayla Gatto: https://www.instagram.com/micaylagatto/
QBP: https://www.qbp.com/
Surly: https://surlybikes.com/
Salsa Fargo 32: https://www.salsacycles.com/collections/fargo-32
Unbound Gravel: https://www.unboundgravel.com/
Wanderosa: https://www.salsacycles.com/collections/wanderosa
SENIQ on Second Nature: https://youtu.be/LUkiabROzdg
BPC - Brand, Product, Content:
Columbia Expedition Impossible: https://www.columbia.com/expedition-impossible.html
Backcountry Slickrock Kit: https://backcountrycreator.tnu8.net/1G2WPB
Wild Rye: https://wild-rye.com/
Shredly: https://shredly.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
#podcast #secondnature #outdoor #businesspodcast #outdoorpodcast #industry #athlete #business