Second Nature

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The Last Time Someone Reinvented Camping Was 1962

July 10, 2026

Matt Oesterle built his first company, Callisto Media, from zero to $85 million in revenue by using data to disrupt the book publishing industry. Then he sold it to Penguin Random House and asked himself: what's the next industry that hasn't been forced to evolve? The answer was camping — an industry whose biggest brands were founded in the 1960s and haven't changed much since. In this conversation, Matt walks through the framework he uses to pick businesses, how he designed the Ramble campgr...

Martyn Ashton on Rideable Now and the Future of Adaptive MTB

July 03, 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...

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

June 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...