Second Nature, Episode #1 | The Business of FURTHER & Kevin Plank's Return as Under Armour's CEO

Second Nature, Episode #1 | The Business of FURTHER & Kevin Plank's Return as Under Armour's CEO

This is episode #1 of Second Nature. A new media project from Dylan Bowman and Aaron Lutze, Second Nature focuses on the business of outdoor -- providing analysis and commentary on what's evolving in the outdoor, action, and endurance sport market. In the first episode tackle the following products:

  • Business planning process for FURTHER
  • The challenge of being authentic in a new category and with a new consumer
  • Developing footwear as a world-class apparel brand
  • The danger of losing focus on lululemon's core markets of yoga and athleisure
  • The vision, marketing, and distribution of FURTHER
  • What lululemon could have done better
  • History of Kevin Plank and Under Armour and his return as CEO
  • Brand, Product, Content: Substack & ROA Hiking

Next week we'll be back to talk a bit more about the short and long-term vision for Second Nature, the intersection of fashion and outdoor, and Rich Roll's new podcast network. In the meantime, signup for our newsletter.

Episoder(556)

Jim Walmsley | Set Big Goals

Jim Walmsley | Set Big Goals

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Aaron Lutze | The Other Side of Professional Sports

Aaron Lutze | The Other Side of Professional Sports

Aaron Lutze is my Athlete Marketing Manager at Red Bull. That makes him my boss, but he's also been an amazing friend and mentor over the formative years of my career. He has unique insights into the ...

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Abby Hall | Unsupported on the John Muir Trail

Abby Hall | Unsupported on the John Muir Trail

Abby Hall is an ultrarunner and graphic designer from Boulder, CO. This past summer Abby tackled the 220 mile John Muir Trail (Nuumu Poyo) in California in unsupported fashion. And in the year of the ...

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Mike Alfred | Running, Entrepreneurship, Markets, & Bitcoin

Mike Alfred | Running, Entrepreneurship, Markets, & Bitcoin

Mike Alfred is an old friend and personal inspiration of mine. He's a successful entrepreneur and dedicated athlete. Mike is currently the Co-Founder and CEO of Digital Assets Data and was previously ...

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Hayden Hawks | JFK 50 Mile Recap

Hayden Hawks | JFK 50 Mile Recap

Hayden Hawks is a professional ultrarunner from Utah. Just last weekend Hayden won and set the course record at the JFK 50 miler -- the oldest ultramarathon in the USA. In this conversation we talked ...

24 Nov 20201h 4min

Rachel Drake | Golden Trail Championship Recap

Rachel Drake | Golden Trail Championship Recap

Rachel Drake is a trail/ultra runner in Portland, OR. In addition she is an MD/PhD student at Oregon Health and Sciences University where she studies neonatal metabolism and is working on her disserta...

18 Nov 202053min

Alec Garnett | 2020 Elections

Alec Garnett | 2020 Elections

The Well gets political. Today we talk to Alec Garnett, an old friend of mine and the Speaker-elect in the Colorado state House of Representatives. We talk about the presidential election, senate race...

11 Nov 20201h 6min

Jimmy Elam | Logic of Performance

Jimmy Elam | Logic of Performance

Jimmy Elam is an ultrarunner living in Salt Lake City, UT. In the last few years, Jimmy has amassed some great accomplishments in the sport. Most recently, Jimmy won both the Tushars 100k and the Bear...

21 Okt 20201h 27min

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