You Can Just Build Things Now
About this episode
Steve Holmberg is one of our favorite recurring guests, and this time, he showed up with something nobody expected. Over the holidays, Steve went from zero coding experience to a fully functional AI-powered app called Field Check, built using the vibe coding platform Lovable. The app connects retail store associates directly to brand product and marketing teams through AI-driven chats that go deeper than any survey can — and he built the whole thing in about a month.
In this conversation, Steve walks through exactly how he did it, what he wishes he'd known before starting, and why AI is "a tool masquerading as a solution." He also deployed Field Check live on the Second Nature Slack channel to surface what the audience actually wants — and the results are fascinating.
Plus: a halftime check-in on Second Nature's 2026 predictions, what happened at Sea Otter with Chinese bike brands, why Adidas is having a moment, and the 32-inch wheel debate that nobody asked for.
Show Notes:
- Popfly for Creators: https://popf.ly/secondnaturecreators
- Popfly for Brands: https://popf.ly/secondnaturebrands
- Steve Holmberg: https://www.linkedin.com/in/stephenholmberg/
- Insight Accelerator: https://insight-accelerator.com/
- Lovable: https://lovable.dev/
- Field Check: https://fieldcheck.app/
- Supabase: https://supabase.com/
- Cloudflare: https://www.cloudflare.com/
- Github: https://www.github.com
- 2026 Predictions Episode: https://www.youtube.com/watch?v=k0G3OpDVnyA
- Steve's Prediction Post: https://www.linkedin.com/posts/stephenholmberg_2026-sport-and-outdoor-industry-trends-activity-7414293417557626880-AXy7
- Trailcon: https://www.trailconference.com
- Jason Fried - David Senra Podcast: https://www.youtube.com/watch?v=BdDCtMA1gSw
- Adventure Bucket List: https://reachinternationaloutfitters.com/collections/state-bucket-lists
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