Aaron Lutze of Second Nature & Super Rider: Creating Content That Adds Value & Builds Community
04/30/25 • 66 min
This episode features a deep dive into the evolving world of outdoor content creation, brand partnerships, and community building with Aaron Lutze, former Red Bull field marketing manager turned full-time content creator and YouTuber behind "Super Rider." The conversation is rich with insights on how challenger brands can effectively partner with creators, the value of long-term brand relationships, and the future of media in the outdoor industry.
Aaron shares his journey from being an OG trials rider and VHS tape producer to his corporate career at Red Bull, and his eventual return to content creation. He explains his belief in building value and community over time rather than chasing viral hits. Central to his philosophy is the idea that content is king, but distribution is queen. He discusses the challenges and rewards of building a YouTube channel from scratch, his dream of reviving the Japanese trials show "Super Rider," and why authenticity and long-term partnerships are key for brands working with creators.
The conversation also explores field marketing, the art of creating "double secret handshakes" to unlock hyper-local opportunities, and how brands can connect meaningfully with communities rather than simply imposing their agendas.
Show Notes:
Learn more about KORE & the KORE Summit
Aaron's YouTube channel: Super Rider
Aaron's podcast: Second Nature
The Second Nature Slack channel
The Infinite Game - book by Simon Sinek
Influencers vs Content Creators - interview with Patrick Crawford
Six at 6 newsletter by Billy Oppenheimer
This episode features a deep dive into the evolving world of outdoor content creation, brand partnerships, and community building with Aaron Lutze, former Red Bull field marketing manager turned full-time content creator and YouTuber behind "Super Rider." The conversation is rich with insights on how challenger brands can effectively partner with creators, the value of long-term brand relationships, and the future of media in the outdoor industry.
Aaron shares his journey from being an OG trials rider and VHS tape producer to his corporate career at Red Bull, and his eventual return to content creation. He explains his belief in building value and community over time rather than chasing viral hits. Central to his philosophy is the idea that content is king, but distribution is queen. He discusses the challenges and rewards of building a YouTube channel from scratch, his dream of reviving the Japanese trials show "Super Rider," and why authenticity and long-term partnerships are key for brands working with creators.
The conversation also explores field marketing, the art of creating "double secret handshakes" to unlock hyper-local opportunities, and how brands can connect meaningfully with communities rather than simply imposing their agendas.
Show Notes:
Learn more about KORE & the KORE Summit
Aaron's YouTube channel: Super Rider
Aaron's podcast: Second Nature
The Second Nature Slack channel
The Infinite Game - book by Simon Sinek
Influencers vs Content Creators - interview with Patrick Crawford
Six at 6 newsletter by Billy Oppenheimer
Previous Episode
Cassie Abel of Wild Rye: Building a Women-First Outdoor Brand
In this episode, Cassie Abel, founder and CEO of Wild Rye, joins the podcast to share the real story behind building a women-first outdoor apparel brand rooted in the mountain town of Ketchum, Idaho.
Cassie opens up about the early chaos of launching Wild Rye, including a flawed first product run, a last-minute brand name change, and the realities of navigating co-founder dynamics. She also talks through the years-long process of expanding into snow outerwear and what it means to lead with intuition in a data-driven industry.
This conversation covers decision-making under pressure, the challenges of raising capital and the unique energy that comes from building a brand with heart. It’s a candid and insightful episode for anyone curious about what it takes to grow a purpose-driven business in the outdoor industry.
Show Notes:
Learn more about KORE
Second Nature Podcast with Cassie
Tory Burch Foundation Fellowship
Cassie on LinkedIn
Christian on LinkedIn
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