On today's podcast, we explore the origin story of East Peak, created by Paulius Dragunas. East Peak recently had a huge moment in the world of trail running, when an icon used their ice bandana to great effect at Western States. In this conversation, we dig into all efforts that led up to that breakthrough - as well as the future of East Peak.

East Peak: https://www.runeastpeak.com/

Paulius Dragunas: https://www.linkedin.com/in/pdragunas/

SF Running Company: https://www.sfrunco.com/

Western States - Kilian (Blog): https://www.runeastpeak.com/blogs/news/western-states-2025-100-2-miles-99-degrees-and-1000-reasons-we-love-this-sport

The Story Behind The Ice Bandana: https://www.runeastpeak.com/blogs/news/the-story-behind-the-ice-bandana

Aaron Kubala: https://www.instagram.com/aaronkubala/

BPC - Brand, Product, Content:

On Running - Trail: https://www.on.com/en-us/shop/shoes/trail-running

Insta360 GO Ultra: https://store.insta360.com/consumer?utm_term=INRV8SK

Stillness Is The Key (Book): https://amzn.to/4pshepw

Tom Evans at UTMB: https://www.instagram.com/reel/DN-jw3NDHMm/

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Jonathan Levitt is back on Second Nature for his second appearance, this time to dive deep into the world of partnerships. We almost titled this episode "You're Probably Doing Affiliate Marketing The Wrong Way" because Jonathan dropped an incredible amount of knowledge about best practices for structuring, onboarding and executing partnerships. His first podcast appearance is the most referenced conversation in our library, and we think this episode is going to be right up there.

Show Notes:

Why Most Affiliate Programs Stall: https://substack.com/home/post/p-170877180

For The Long Run Podcast: https://forthelong.run/

Long Run Labs: https://longrunlabs.substack.com/

Sponsorable: https://sponsorable.com/

Emily Holland: https://www.linkedin.com/in/emilylholland/

Superfiliate: https://www.superfiliate.com/

Shox (Jonathan's link): https://shokz.com/?utm_source=FTLR

Skratch (Jonathan's link): http://skratchlabs.com/ftlrpod

Ketone IQ (Jonathan's link): http://ketone.com/FTLR

Tifosi (Jonathan's link): https://tifosiopticsinc.pxf.io/4GWNnM

Eternal: https://eternal.co/

Wild Poppy Consulting: https://www.wildpoppycreativeco.com/

BPC - Brand, Product, Content:

PACT: https://pactoutdoors.com/

Road To The Trials (podcast): https://podcasts.apple.com/us/podcast/road-to-the-trials/id1468827005

Ozlo Sleep Buds: https://ozlosleep.com/products/sleepbuds

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Greg WIlliams joins the podcast this week to share his experience and perspective after working more than twenty years in the outdoor industry. Now President of Backbone Media, he's been able to see the growth of the industry, as well as support the careers of many of the people in it - both current employees as well as those who got their start at Backbone. With the long view of the highs and lows of the industry, Greg has plenty to share in this discussion, both where we've been - and what the future may hold.

Show Notes:

Greg Williams: https://www.linkedin.com/in/greg-williams-3ab5958/

Backbone Media: https://www.backbone.media/

Philadelphia Rock Gym: https://philarockgym.com/

Climbing Magazine: https://www.climbing.com/

Enormocast (Climbing Podcast): https://enormocast.com/

YETI - Camino Bag: https://www.yeti.com/bags/tote-bags/camino-35.html

Penn Newhard: https://www.linkedin.com/in/penn-newhard-b363755/

Nate Simmons: https://www.linkedin.com/in/nate-simmons-21a5846/

Range (Book): https://amzn.to/4g7bddD

Andy Ralston Article on Backbone's Blog: https://www.backbone.media/insights/why-leading-brands-come-to-backbone-for-marketing

BPC - Brand, Product, Content:

Rucking - 5.11: https://www.511tactical.com/

Hyperwear Weighted Vest: https://amzn.to/4mPaD74

Hard MTB League: https://www.hardmtbleague.com/

The Knowledge Podcast - Ryan Petersen: https://podcasts.apple.com/us/podcast/ryan-petersen-how-to-build-a-global-logistics-engine/id990149481?i=1000720673515

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