Building Baseball's Living Room: Launching Casa de Klub
Client: Casa De Klub · Category: Culture · Lifestyle · Series
We built a culture brand with a look and a rhythm all its own.
As two-time Cy Young Award winner Corey Kluber prepared for life after baseball, he envisioned more than a podcast.
He wanted to create a place where athletes could have the kinds of conversations that rarely happen in front of cameras—honest discussions about careers, family, pressure, failure, success, and life beyond the game.
After recording an initial episode in a temporary office space, Corey and his team partnered with Second Nature to reimagine the entire experience.
From creative strategy and environmental design to production and long-term content operations, we transformed the concept into Casa de Klub—one of baseball's fastest-growing podcast platforms.
We didn't simply build a set.
We built a destination.
The podcast landscape is crowded.
New shows launch every week, but very few create an identity audiences immediately recognize.
To succeed, Casa de Klub needed more than high-profile guests.
It needed a visual world, a distinctive atmosphere, and an experience that encouraged athletes to let their guard down and share stories they might never tell in a post-game interview.
The challenge wasn't producing conversations.
It was creating the environment where great conversations naturally happen.
Our approach
We approached Casa de Klub like building a brand rather than producing a podcast. Inside our Tampa studio, we designed and constructed a fully customized set that reflected the warmth, authenticity, and relaxed energy Corey wanted guests to experience. Every detail—from lighting and camera movement to furniture, décor, and production design—was intentionally crafted to make conversations feel intimate rather than performative.
Beyond the physical environment, we established a repeatable production system capable of supporting recurring episodes, short-form social content, sponsor integrations, and ongoing audience growth.
The objective wasn't simply to launch a show.
It was to create a media platform that could grow for years.
What we did
- Brand strategy
- Podcast strategy
- Creative direction
- Studio concept development
- Custom set design
- Environmental branding
- Full-scale production
- Multi-camera filming
- Editorial photography
- Video editing
- Short-form social content
- YouTube strategy
- Sponsor integration
- Content systems
Workstreams
- Brand World — A distinct culture-first identity.
- Series Production — Cinematic episodes with a signature look.
- Social Content — Frames that extend each episode.
- Audience Building — A perspective people follow.
Results
- 25+ — Episodes Produced
- 15M+ — Views Across Launch Content
- 487K+ — Audience Engagements
Casa de Klub quickly established itself as one of baseball's fastest-growing podcasts.
More importantly, Casa de Klub became something increasingly rare—a trusted space where athletes felt comfortable sharing authentic stories that extended well beyond baseball.
The best conversations happen when people feel at home.
The takeaway
Great podcasts aren't built around microphones.
They're built around trust.
When creators invest in thoughtful environments, consistent production, and authentic storytelling, conversations become experiences that audiences return to again and again.
At Second Nature, we don't just launch shows.
We build media properties that create lasting communities.
Services: Media Brand Development Podcast Strategy, Creative Direction, Studio Design, Environmental Branding Set Design, Video Production, YouTube Strategy, Content Franchises
Work with Second Nature: book a 20-minute intro call or email creative@2ndntr.com. Second Nature is a brand, content, and growth agency for athletes and consumer brands, based in Tampa, FL.
