You Can Just Build Things Now

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 BPC - Brand, Product, Content Jason Fried - David Senra Podcast: https://www.youtube.com/watch?v=BdDCtMA1gSw Adventure Bucket List: https://reachinternationaloutfitters.com/collections/state-bucket-lists Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia