Hey, fam, welcome to the free trail podcast. Of course, I am your loving host, Dylan Bowman. And today we are joined by Bill and Lauren Armstrong, the husband and wife team behind NeverSecond, the cutting edge nutrition

brand that in only a couple of years has become extremely popular among trail runners,

establishing itself as one of the leaders in the category. Of course, free trail has

officially been in partnership with Never

Second since the beginning of the year. And in that time, we have really loved getting to know

Bill and Lauren. I've personally developed a huge admiration for how they conduct themselves

in their business. There is a level of quality and professionalism in everything they do that

100% shows up in their products,

which are amazing. I'm really excited to share a bit more about their personal stories here

on the pod. We discussed their previous business, Whipsmart, which they own and operate it

for 20 years. We talk about the founding story of never second and building a second business on their own

terms. We talk about branding, timing, differentiation in other practical business considerations.

We talk about their systems-based approach to fueling and recovery, what sets their product

line apart. We talk about doing things that don't scale in the early days of building

a brand. We talk about working with some of the best athletes in the sport, including Katie

Scheid and a really funny story about them connecting with Jim Walmsley. We talk about the future

and T's a product that was actually just released last week, the flavorless C-30 gel that just hit the market and a lot more.

Of course, this coming weekend is Gorge Waterfalls, where we are proud to offer never-second

products on all three of our race courses to our 1,400-plus runners.

Make sure you stay tuned later in the week for four days of trailgating content around Gorge.

LF.

Gorge.

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