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.