Second Nature

Aaron Lutze, Dylan Bowman

Booking Overview

Second Nature is an outdoor-industry marketing and brand strategy show hosted by Aaron Lutze and Dylan Bowman, with frequent conversations about how outdoor brands grow through modern storytelling, content strategy, and AI visibility. It’s particularly valuable for PR pros who work with outdoor/activewear companies and need credible expertise on brand messaging, creator partnerships, and discovery/visibility channels.

Metrics

Episodes: 158

Frequency: Irregular

Rating: 4.8/5.0

Estimated listeners: 1k-10k

Gender skew: Male

Location: USA

YouTube: 1.6k subscribers

30s Ad: 66 - 79, 60s Ad: 77 - 90

Contact Information

dylan@freetrail.com

Contact Form

Contact form available - Official Form

Host

Aaron Lutze - Co-host of Second Nature. Focuses on the business of outdoor—brand building, content strategy, and growth tactics across outdoor brands and creator/marketing ecosystems.

Dylan Bowman - Co-host of Second Nature. Works on the business of outdoor with an emphasis on how outdoor brands communicate, market, and scale through modern media and visibility channels.

Booking Intelligence

Booking Requirements

medium

Typical Credentials:

Outdoor-industry marketers, creative strategists, content/film creators, and operators/founders with demonstrable expertise in brand growth (often with an owned newsletter/media brand or a specific performance channel like YouTube/AI visibility).

Required Achievements:

Runs an outdoor-focused newsletter or media brand, Builds/produces outdoor video/creative at a professional level, Leads a growth/marketing function at an outdoor org (or has moved into an applied tooling/product role), Operates a platform or consultancy focused on visibility/discovery in media and/or AI models

Recent Guest Discussions

Matt Trappe - Outdoor Brand Storytelling; Innovation/tech In Positioning; Elements Of A Brand Story; Longer Attention Channels Vs Short-form Reach

Jeff Pelletier - Why Outdoor Brand Youtube Channels Underperform; Consistency Vs Familiarity; Athlete-led Vs Brand Channels; Audience Building Frameworks; Youtube Collaboration Feature For Partnerships

Michael Rueckert - How AI Assistants “think” About Outdoor Brands; Improving Visibility Across AI Models; Value Of Ai/ai-search Rankings Vs Paid Search; Practical Setup For Claude Projects

Recent Topics

Outdoor, Branding, Marketing, Content, Creators, Media, Artificial Intelligence, Visibility, Strategy, Pr

Episodes

Here's the recent few episodes on

Second Nature

You Can Just Build Things Now

May 22, 2026

Steve Holmberg is one of our favorite recurring guests, and this time, he showed up with something nobody expected. Over the holidays, Steve went from zero coding experience to a fully functional AI-powered app called Field Check, built using the vibe coding platform Lovable. The app connects retail store associates directly to brand product and marketing teams through AI-driven chats that go deeper than any survey can — and he built the whole thing in about a month. In this conversation, Ste...

What 5.5 Million Followers Taught Her About Brand Social

May 15, 2026

Maren Hamilton ran global social at The North Face — building and executing a strategy for 5.5 million followers, integrating athletes and creators, and navigating every platform shift from the follow graph to the discovery graph. Then she left to help build Popfly, the creator platform built specifically for the outdoor industry. In this conversation, Maren shares the playbook she developed at TNF for running brand social at scale, including how to say no to the hundreds of internal requests...

What Outdoor Brands Get Wrong About Storytelling

May 08, 2026

Matt Trappe is a photographer, filmmaker, creative strategist, and the voice behind the Matter of Brand newsletter: one of the most consistently sharp reads on brand building in the outdoor space. In this conversation, Matt and Aaron dig into why leading with innovation and tech has become table stakes rather than a differentiator, the three elements that make a brand story actually stick, and why the most powerful thing a brand can do right now is invest in longer attention channels rather t...

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