Running Insight 12.21.18 by Running Insight

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

A DIVERSIFIED COMMUNICATIONS PUBLICATION

E C A R S R E L I A T RE

9 1 0 2 O T N I The R

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23 PAGES OF TRE COVERAGE PRESENTING SPONSORS

The Best Store Awards

es a look

n spec u r f o e r u t a t the fu

ialty.

BIBRAVE AWARDS Indie 5K Results DECEMBER 21, 2018 A DIVERSIFIED COMMUNICATIONS

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PUBLICATION

THANK YOU !

What a week we had in Austin, TX.

Without you, our dear retailers, we wouldn’t be here. We simply wouldn’t be as innovative as we are today, and it wouldn’t be as fun. Thanks to you, our dabbing unicorn had a blast!

DID YOU MISS US?

No worries. send an email to our Running Specialist: Chandra Sotskov | sotskov@sidas.com She will take care of you.

RUNNING INSIGHT

inside

8 The Starting Line End-of-the-year news in the running business.

10 The State of Run Specialty Running retailers remain optimistic in spite of some persistent challenges.

14 Best Store Awards Six stores and individuals honored for efforts in community, runner development and leadership.

28 The BibRave 100 The Best Races in America were honored during TRE.

34 The Indie 5K

DECEMBER 21, 2018 YEAR-END ISSUE

40 The Running Event in Pictures The most important four days of the year for the run specialty business provided plenty of action.

56 Beyond Stability How do we categorize and sell today’s running shoes?

62 A Helping Hand Retailers show their humanitarian spirit with support of homeless programs.

69 Coach’s Corner Running stores offer coaching to deepen connections.

76 What’s In A Name?

More than 400 runners showed to find out who are this year’s fastest retailers and manufacturers.

What to call a store is one of the most important decisions an owner can make.

Cover Photo: Brooks Running 4

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RUNNING INSIGHT

The Staff EDITORIAL

ADVERTISING

Editor-in-Chief Mark Sullivan msullivan@Divcom.com

Troy Leonard tleonard@Divcom.com 362-624-1561

Christina Henderson Managing Editor chenderson@Divcom.com Michael Jacobsen 214-263-4706 mjacobsen@Divcom.com Graphic Designer Deborah Page Contributors Daniel P. Smith Tom Griffen Judy Leand

Daemon Filson dfilson@Divcom.com 541-292-1450

Diversified Communications 121 Free St • Portland, ME 04101 1(207) 842-5500 www.divcom.com RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2018 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Divesified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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RUNNING INSIGHT

the starting line End-of-the-year news in the running business. Lane Joins Saucony

Saucony has named Don Lane as its new chief marketing officer, effective immediately. In this role, Lane will be responsible for providing strategic development and execution of Saucony’s global branding initiatives, including brand positioning, direct-to-consumer, advertising and digital strategies. Lane will report directly to Anne Cavassa, president of Saucony. Lane joins Saucony from DraftKings, the Boston-based global sports technology and entertainment company, where he served as senior VP–brand and creative, leading the brand strategy, consumer insights, integrated marketing and social marketing teams. Prior to that, Lane spent more than two decades at global creative agency Arnold Worldwide, where he worked on brands such as Volkswagen, ESPN, Volvo, Carnival, Titleist, FootJoy and New Balance. Brooks Gives Back To Schools

Brooks Running Company recently awarded Booster Club grants to 25 schools, helping to buoy high school cross-country and track teams and ensure young runners can have an impactful experience with the sport. The Brooks Booster Club, a needs-based grant program, provides performance running footwear and apparel as well as funding 8

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to under-resourced high school teams. “We know that running is the most inclusive sport in the world,” says Brooks sports marketing specialist Julie Wachter. “Our hope for the Brooks Booster Club is to clear the path for participation in running and ensure its accessibility so that young runners can have a lasting and impactful experience with our sport.” Schools receiving grants demonstrated a compelling need for assistance. Team circumstances included being part of a district in which the entire student population receives free and reduced lunch, a coach being asked to pay out-of-pocket for meet entry and athlete pay-to-play fees, as well as one school in which the nearest sports store to buy running shoes was more than 50 miles away.

reps, designers, and media over the coming months. Our goal is to develop and deliver thoughtful solutions which provide strong returns on investment for all participants.” Emerald, which went public in 2017, owns the Outdoor Retailer trade show, but it has struggled with its smaller sports specialty shows, such as its health and fitness trade show, and now Interbike. David Loechner, the longtime CEO of Emerald, left the company in November. ASICS Names Mannion

Interbike Cancelled; Show Owners Rethinking Event

Interbike owner, Emerald Expositions, recently announced that the Interbike trade show will not take place in September 2019 in Reno as previously scheduled. Instead, the company will research alternative plans for 2020 and beyond, including the opportunity to launch events featuring bicycling and bike-related components within or alongside its various successful, multi-sport trade show franchises. “While there were distinct advantages to Reno and Tahoe as venues for Interbike and the Free Ride Festival, respectively, overall travel time and cost proved challenging for attendees and exhibitors,” says Darrell Denny, executive VP of Emerald Expositions’ Sports Group. “Further, the past four years have been difficult for the U.S. bicycle market. The substantial increase in tariffs on bike related imports during 2018, and announced for 2019, is compounding these challenges. As a result, we are rethinking how to best serve the cycling industry and will conduct a review of the possible timing, locations, and formats with dealers, brands, distributors,

ASICS America has named Sean Mannion VP-sales, where he will lead and oversee all commerce functions for the brand across the U.S. With a career in the industry spanning nearly two decades, Mannion comes to ASICS after having held roles at Nike, Saucony and Under Armour. He most recently served as a GM and senior director of sales for Under Armour, managing footwear, apparel and accessories across U.S. Sporting Goods, Mall and Family Channels. “After nearly two decades in the footwear industry, I am thrilled to join a brand with such a strong history and heritage,” says Mannion. “I have always admired ASICS’ ability to provide incredible performance products to athletes across a wide variety of sports. As a lifelong athlete, I am humbled to join the team and help drive the next phase of profitable growth for ASICS America.” n

RUNNING INSIGHT

THESTATEOF RUNSPECIALTY BROOKS ADRENALINE

Coming out of a very successful The Running Event 2018 in Austin last month, running retailers remain optimistic in spite of some persistent challenges. By Daniel P. Smith

alking around The Running Event (TRE) 2018 in Austin last month, run specialty retailers tended to move with an added bounce in their step. After store closings, sluggish sales, product overflow and stagnant running participation plagued the channel in recent years, running retail carries a more optimistic outlook into 2019. And it’s easy to see why. Running participation numbers have climbed, driven in part by swelling interest in physical fitness and, in particular, growing awareness about the positive connections between exer-

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cise and mental health. “Never have we been more poised to take advantage of the fact that the world needs us to help our fellow citizens be more healthy,” says Glen Kamps, of Dick Pond Athletics, a five-store chain in suburban Chicago. “I’m optimistic because there are so many who need what

we offer.” Run specialty, after all, can deliver the expert knowledge, personalized service, same-day immediacy and community ties the Internet giants and big-box outlets cannot match. “I actually feel Amazon’s charge is good for us because it leads people to crave the

personal, high-touch experience we offer,” says Jeff Anderson, of Kelley’s Pace in Mystic, CT. “The more that gap grows between what the Internet players provide and what we do, our point of differentiation only becomes that much more clear.” Consumer confidence, meanwhile, is accelerat© 2018 Diversified Communications

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RUNNING INSIGHT

“I actually feel Amazon’s charge is good for us because it leads people to crave the personal, high-touch experience we offer.” JEFF ANDERSON, KELLEY’S PACE

ing alongside spending. Thanksgiving/Black Friday 2018 retail sales jumped 6.4 percent over 2017, according to reports from First Data, while the overwhelming majority of retail sales – about 90 percent, according to TRE presenter Barbara Thau – continue taking place at brick-and-mortar stores despite online shopping’s much-publicized surge. In various discussions at TRE, many running retailers spoke of improving store sales and traffic numbers as well as growing generosity from various brand partners, a sign that running product manufacturers sit in a healthier spot, too. Such optimism, however, arrives with its share of challenges. Topping that list: finding and retaining quality staff. “We want good people and need to keep those good people if we’re going to deliver the personal touch so vital to our business model,” Dick Pond’s Kamps says. At Kelley’s Pace, Anderson says he lost four staff members in August alone. With a youthful staff 12

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roster, many of them holding non-retail career ambitions, Anderson is investigating more full-time employment to encourage staff retention. Numerous speakers and retailers at TRE championed the full-time model as a potential solution to stores’ ongoing labor woes. At Whirlaway Sports Center, in Methuen, MA, leadership has focused on keeping its staff of 14 engaged and motivated through community events that break the monotony of work on the sales floor. Whirlaway general manager Maggi Murray says events such as the shop’s annual tent sale, Captains’ Night and Ladies’ Night energize staff and counter the doldrums of retail work. Beyond labor, retailers

continue considering ways they can better position their stores as destinations — and ones that provide such a rich experience that price evaporates from the consumer mindset. Whether it’s compelling fun runs or in-store events that drive traffic and positive community vibes or operational shifts such as complimentary beverages and high-tech gadgetry, retailers remain eager to attract more people into their doors and to enliven their visits. “How do we become that spot everyone wants to go to for answers and insights? How can we help people really feel at home?” asks Jordan Andrews, owner of two Heartland Soles stores in Iowa. “It’s those small details that improve the experience

that sit top of mind for us right now because that’s what will help us create lifetime customers.” For Whirlaway Sports owner Dave Kazanjian the challenge is not necessarily new bells and whistles, but rather maintaining a determined, unrelenting focus on the fundamentals that have long propelled and differentiated the run specialty channel. “Our motto never changes: service the customer and kill them with kindness,” says Kazanjian, who opened Whirlaway Sports 35 years ago. “If a customer doesn’t leave our store saying, ‘Wow,’ then we didn’t do our job. We can’t give customers a reason to go anywhere else.” n © 2018 Diversified Communications

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RUNNING INSIGHT

Best Store Awards Six Stores and Individuals Honored for Outstanding Efforts in Community, Runner Development and Leadership. PRESENTED BY:

The 2018 winners of The Best Stores Awards, presented at TRE, were: Saucony Run for Good Award Presented by Saucony Fleet Feet Sports West Hartford West Hartford, CT Run Happy Award Presented by Brooks Christine Voita Tortoise & Hare Sports Glendale, AZ ASICS Sound Mind, Sound Body Award Presented by ASICS Fleet Feet Redding Redding, CA The Ubuntu Award Presented by Balega Dick Pond Athletics Carol Stream, IL Canadian Store of the Year Presented by New Balance Canada Forerunners Vancouver Vancouver, Canada Nike Just Do it Award Presented by Nike Debbie Perry Salt Lake Running Co. Salt Lake City, UT

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ÂŠ 2018 Diversified Communications

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RUNNING INSIGHT

SAUCONY RUN FOR GOOD AWARD PRESENTED BY:

FLEET FEET SPORTS WEST HARTFORD West Hartford, CT Recognizing a retailer who inspires kids to run their world through communitybased youth running programs.

Why They Were Selected: Now celebrating its 20th season, Zoomerangs is a non-competitive running program for kids – and their parents. Zoomerangs is offered at three locations in the spring and fall. The programs average about 300 kids aged three-10 per eight-week session. One local high school has over 160 boys on the XC team this year – many of whom got their start as Zoomerangs.

David Down and Samantha Ben-Simon flank the Blozy sisters.

What this Award means to the winner: “Just after my sophomore year of high school, my family vacationed in the Outer Banks,” said Stephanie Blozy, owner of Fleet Feet West Hartford. “One evening, I joined my 16

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dad for a run along the beach. As usual, he would pepper the run with ‘looking strong’ and ‘nice work’ comments, but at the turnaround, he stopped, scanned me head-to-toe and declared that I had become such a beautiful runner. “I had never thought of myself as particularly pretty in high school and had no chance of being elected to the Homecoming Court, but at that moment, I realized that being a beautiful, strong runner was so much better than superficial beauty. Runners were strong people who were capable of doing amazing things. From that night on, I became truly comfortable in my own skin. “Fast forward 25 years when dad started to help me coach our Zoomerangs kids running program. Every time the kids ran by him, he would pepper them with the same positive comments. At the end of practice, he would liberally give high-fives and hugs. “And then it happened. I overheard him telling a shy, young girl what a beautiful runner she was. Initially, my heart sank. I thought I was his beautiful runner. He made me believe that

I was a beautiful runner. Was that just a random compliment he gives any kid? “Then I saw the little girl beam. I could see her confidence sky-rocket just as mine did. How could I be petty and selfish when my dad was making a difference in her life? Becoming worthy of the title ‘runner’ made all the difference in my life. It built me into a confident young woman who dared to not just dream big, but to chase that dream with a confidence that if I believed it, I could achieve it. “I love that our Zoomerang program exposes kids to the empowering culture of running. It’s an honor to show them how strong and beautiful they are. To teach them not just to set goals, but crush them. To build their confidence and let them realize that they too can do amazing things. I am proud to say that in West Hartford, kids run this town. Thank you Saucony! “When Fleet Feet Redding asked for help in supporting the kids from Paradise, my sister and I couldn’t think of a better way to use the grant money Saucony was offering with this award that celebrates the good that running can bring to youth - than to give it to the kids in Paradise to help enable them to run again and find confidence, joy and the dare to dream once again.” n © 2018 Diversified Communications

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RUNNING INSIGHT

BROOKS RUN HAPPY AWARD PRESENTED BY:

CHRISTINE VOITA, TORTOISE & HARE SPORTS Glendale, AZ Celebrating a specialty retail store employee who brings a glass-half-full approach to their job every day.

Why She Was Selected: “It is very easy for Rebecca and me to stand up and be recognized by our industry, vendors and fellow run shop owners,” said Nathan Hohenstein, co-founder of Tortoise & Hare, along with his wife, Rebecca. “But the reality is that we have a really strong team in place that helps support our efforts and our mission of delivering a great customer experience. “Christine Voita has been with

us for over four years and has been our manager from the early days. With her steady hand and amazing skills, she has helped make Tortoise and Hare Sports what it is today. Christine is a single mom, an Iron Man triathlete, an accomplished trail runner and cyclist, and perhaps one of the most positive people you’ll ever meet. “She is quite literally the right and left hand at Tortoise and Hare Sports.

Christine Voita is certainly Happy to receive the special Brooks Award.

“We share a lot of our operational organization with fellow run shop owners. When we look at the manager positions that many have and then we look at what Christine does, it isn’t even close. Christine handles our special orders, our weekly fill-in orders, she is our accessories buyer, store manager, floor captain, head staff trainer, she does the schedule, she handles returns to vendor, she is our key strategist and the glue that keeps our team together, the oil that keeps us running smoothly. “When Brooks talks about their Run Happy mojo, we feel like they took some of Christine’s DNA and spun it off into something great. But the full dose still resides inside of Christine Voita.” What this Award means to the winner: “Winning The Run Happy Award was an honor. I hope it sparks conversation on what impact we can have as individuals in Run Specialty, whether with our team, customers or our community. We have an opportunity every day to make a difference. I appreciate Brooks taking the time to create an award recognizing people working in our industry. To me every day is a Run Happy type of day.” n

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RUNNING INSIGHT

ASICS SOUND MIND, SOUND BODY AWARD PRESENTED BY:

FLEET FEET REDDING Redding, CA ASICS believes that they key to a healthy and happy lifestyle is through a sound mind in a sound body. The winner of this award embodies these values on a daily basis in both their personal and professional lives.

Anyone wanting to make a contribution to a charity to support victims of the Carr Fire in Redding, should contact: Northern Valley Catholic Social Services Attn: Don Merrill 2400 Washington Ave Redding, CA 96001 530-241-0552 www.nvcss.org 20

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Why They Were Selected: “Over the course of a month, the Carr Fire burned over 229,000 acres outside of Redding, CA, before it was eventually contained,” said Matt Maguire, sales director of run specialty for ASICS. “The fire destroyed 1600 structures, becoming the sixth-most destructive fire in California history. “While the fire eventually jumped the Sacramento River as it approached Redding, the densely-populated city was ultimately spared and Deron Cutright and his team at Fleet Feet Redding became a donation hub for the surrounding areas. “Using a large warehouse that a friend of Deron’s let them borrow, they collected and distributed donations from vendors and other Fleet Feet’s all over the country. In the end, they handed out over 1500 pairs of shoes to those affected by the fires. “We honor Fleet Feet Redding. Deron and Aimee and their team exemplify values that we hold dear. They have embraced the spirit of our company and founder, and used the platform of their store to help their community when they needed it the most. To honor them, ASICS will be making a donation of $1949 dollars (the year of our founding) to a charity of their choice in the Redding community. What the Award means to the winner: “Nancy Cardoso and I attended TRE representing Fleet Feet Redding,” said Lynn Holmquist. “The Carr fire tore through our local community. Deron and Aimee Cutright were evacuated from their home. Fortunately, they like so many of us, were the lucky ones, the ones with homes still standing. Our relief to have homes was mirrored by intense survivor‘s guilt. We have our lives, our families, our pets and our homes. Deron and Aimee, with the help from New Balance, Hoka, a local bank and a few volunteers, quietly arranged a shoe giveaway for the victims of the Carr fire. In a donated

Lynn Holmquist, Fleet Feed Redding, and Matt Maguire.

building over the course of three hours, Deron and Aimee Cutright, with help from their staff, gave away over 1000 pairs of shoes to those who lost everything. They sought no attention, no praise and no thanks. Deron said he did it because it was the right thing to do. It was an honor to represent them as Asics awarded Fleet Feet Redding with the Sound Mind, Sound Body award. “Just months after the Carr fire came the Camp fire, just 80 miles southeast of Redding. That monster inferno took everything. An entire community, almost 100 lives and over 14,000 structures were lost. We were brought to tears when Stephanie Blozy from Fleet Feet West Hartford Connecticut donated their Saucony Run for Good Award for Camp fire relief. From there, several companies also approached us with their desire to help. Our country may seem divided, but the running community is united in love and humanity. We are all neighbors, regardless of where in the country we live.” n

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RUNNING INSIGHT

UBUNTU AWARD BY BALEGA PRESENTED BY:

DICK POND ATHLETICS Carol Stream, IL Presented to a store that makes a tremendous difference in its community.

Why They Were Selected: This past summer, Dick Pond teamed up with the Fox Valley Special Recreational Association to assist residents running 25 miles throughout the summer and the last 1.2 miles at The Fox Valley Marathon. What this Award means to the winner: “In a few days we will be starting or 50th year in this business.” said Glen Kamps of Dick Pond. “Even though we have been here a long time, it still feels great to be noticed and honored. There is power is this

The teams from Dick Pond and Balega celebrate the spirit of Ubuntu.

group. Thanks for letting us be a part of you. “We would like to thank Balega for their support and their fine products. We call them, ‘the best socks in the history of the 22

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world.’ If you don’t carry Balega socks, you need to start carrying them tomorrow morning! “We would like to thank the family of Dick Pond for giving all of us the freedom and the autonomy to explore new horizons in running. “When I got out of college, I wanted to be a school teacher. Luckily for me, my first group of 7th grade students included Kirsten Pond, Dick Pond’s daughter. It was cool because when others would bring an apple to the teacher, she brought running shoes. “I left teaching, did some other things, circled back and started working for her dad until he passed away, in 1991. At that point, Kirsten’s mom, Lindy, took over the business even though many men told her that no woman should or would or could keep the business open. Well, she did and, just to show them, quickly opened three more stores. “Lindy has now retired and guess what? My former 7th grade student and her sister, Samantha, are my employers.

“Moral of the story: Be nice to all 7th graders because you never know. “Lastly, we would like to thank our Specials. We call them the Specials because they are very special people “They taught us five valuable lessons: “One, that anyone can be a runner. Two, that everyone of us can do more than we think we can. “Three, that there are far, far more people out there who need our shoes than there are people who have them. Four. that there is more power in a group of people than in any individual. “And, five, believe it or not, they taught us a lesson in business. Many decades ago, I was told that ‘if people like you, they will like what you sell.’ “And what is the best way to make people like you? It is to be nice to them. These Specials are the nicest people that I’ve ever met. “You see, to me, our world has gotten less nice in the past few years. So, if we can go back to our shops and be the place where people can go to experience nice, then no big-box can hurt us. “And, if you become the place where people go to improve their lives through movement, the future of our group, this group, is powerful and bright.” n © 2018 Diversified Communications

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RUNNING INSIGHT

CANADIAN STORE OF THE YEAR PRESENTED BY:

FORERUNNERS VANCOUVER Vancouver, Canada “The future is bright as we continue to serve the Vancouver Run Community and address the challenges digitally in developing our presence online to meet the demands of the Omni Channel.” Peter Butler, Forerunners Co-Founder.

Why They Were Selected: In 1986, Forerunners founders Peter and Karen Butler saw a niche to be filled in the Vancouver Running Community. Peter, a World Class Runner (1980 Olympian and 2:10:56 Marathoner), and Karen, an accomplished runner in her own right, saw a need for a full service, high expertise Running Specialty Store - not only to supply Vancouver area runners, but to foster and educate them as well. Forerunners opening in August 1986, becomes the first store in Canada to offer running clinics to educate clients about training, technique and all things related.

In 2003 Forerunners North Vancouver opens. It’s the largest Forerunners store to date, and has served the active community on the North Shore proudly ever since. In 2013 Ken Greenaway and Jerry Ziak purchase the Forerunners North Vancouver Store and become the first Forerunners Franchise. In 2015 the store takes over a popular North Shore Trail Series and officially enters the race management business. In April 2017, Forerunners opens a third store on Main Street in Vancouver - in the upcoming Main Street/Mt. Pleasant neighborhood - with long time Forerunners Clinic Coach as well

The Forerunners team takes to the podium after receiving the Canadian Store of the Year Award. 24

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as two-time Olympian Carey Nelson and 20 year Forerunners Employee Todd Jangula - both as managing partners. The third store Forerunners has attracted a younger family orientated customer base with monthly pancake runs, run clinics four days a week at numerous levels, numerous seminars and other events - always with a charitable beneficiary in the Vancouver Community. With the three thriving locations Forerunners further entrenches itself in the Vancouver Run Specialty Market. Forerunners sponsors many annual races, like the First Half 1/2 Marathon, Run the Water, Scotiabank Half, the Pride Run, Fall Classic and the Four Trail Race Series on the Northshore owned and organized by Forerunners North Vancouver. Two to Four days per week - Forerunners organizes and conducts running clinics at each of its three locations. The 2018 Canadian Store of the Year Award (at TRE) for Forerunners marks the third time the retailer has won the award after winning in 2010 and 2011. “The future is bright as we continue to serve the Vancouver Run Community and address the challenges digitally in developing our presence online to meet the demands of the Omni Channel,” said Peter Butler, Forerunners co-founder. n © 2018 Diversified Communications

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RUNNING INSIGHT

NIKE JUST DO IT AWARD PRESENTED BY:

DEBBIE PERRY, SALT LAKE RUNNING CO. Salt Lake City, UT Presented to an outstanding woman executive in run specialty retail for tremendous leadership, mentoring others and promoting participation.

Why They Were Selected: Scott Gravatt, run specialty director for Nike, said Perry’s track record in the business and as a coach made her a deserving honoree. Gravatt said one of his most influential running coaches was a woman. Perry is one of the co-founders of Salt Lake Running Company and has worked behind the scenes for the last 23 years as CFO. Her first priority was at home raising a family of 5 children who have now all graduated High School and are attending college, and have served extensively as volunteers in Hong Kong, Peru and Argentina. For the past two years Debbie is now a full-time asset to SLRC. Since last November she has become Merchandise Manager procuring and cultivating the entire product assortment for footwear, apparel and accessories. She is literally a driving force for SLRC while inspiring and mentoring its 50% female staff. She has been coaching endurance athletes of all levels and ages since 1992 from beginner up to state champions, All-American and elite level. What this Award means to the winner: “I feel deeply honored to receive the 2018 Nike Just Do It Award,” Perry said. “As an athletic woman growing up during the early Title IX years, I have been inspired by the motto ‘Just Do It’ for many years. That simple statement embodies a power and strength that crosses over into all aspects of my life. The Just Do It attitude has given me permission to continue moving forward through difficult challenges both personally and professionally. I have been motivated to do the impossible, the unthinkable and the unattainable. Good things may come to those wait, but better things come to those who take action. This resolute message gives us permission to embrace what others see

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Nike’s Scott Gravatt points out that Debbie Perry embodies the Nike “Just Do It” spirit.

as chaos...and bring it to order. I express sincere thanks to Nike and the running specialty channel for their vote of confidence.” n

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RUNNING INSIGHT

Clockwise from top left: Tomoka Marathon celebrates The BibRave 100 Awards Luncheon. Tony Banovich, race director of the Missoula Marathon, accepts award for #1 Marathon in America for the second year in a row. Top 5 Grandma’s Marathon adds several Benjamins to its pride. Bill Johnston, president of Recover Brands, presents inaugural Green Lion Award to Big Sur International Marathon.

The BibRave 100 B The Best Races in America were all honored during annual event at TRE.

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ibRave, the running industry leader in grassroots digital marketing, unveiled the 2018 edition of The BibRave 100: A Definitive List of the Best Races in America, during a luncheon at The Running Event. The BibRave 100, includes the Top Five Marathons, the Top Five Half Marathons, the Top Three 10Ks, and the Top Three 5Ks. The Missoula Marathon was again voted The Best Marathon in America! Their second consecutive win on The BibRave 100 also follows Missoula’s placement atop Runner’s World’s “10 Bucket List Marathons You Should Run in 2018,” which cited The BibRave 100 among accolades considered when creating the list. The Half Marathon category witnessed a shake-up in 2018, with the OneAmerica 500 Festival Mini-Marathon taking home the title, while also pocketing awards for Awesome Med-

als & Bling and Exceptional Race Management. The AJC Peachtree Road Race maintained its dominance in the 10K category, while the Allstate Hot Chocolate Chicago 5K broke the tape in the 5K category. The full results, including the other top finishers and the Awesome Medals & Bling, Beautiful On-Course Scenery, and Exceptional Race Management categories can be found at TheBibRave100.com and the following pages. All races listed on The BibRave 100 received The BibRave 100’s plush mascot, Benjamin, along with multiple other awards from The BibRave 100 sponsors. “BibRave is all about races and runners, so shining a light on the races who are doing it right via The BibRave 100 is hugely important to our brand and community,” said Tim Murphy, co-founder of BibRave. “It’s so hard to pull off a successful event and even harder

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RUNNING INSIGHT

The BibRave 100 to differentiate amidst all the competition, so we’re excited to bring this list of true standouts to runners and races.” The BibRave 100 launched in partnership with The Running Event and was sponsored by MYLAPS Sports Timing, AfterShokz, Recover Brands and EnPhoto. Races on The BibRave 100 received complimentary admission to The Running Event conference, including a conference session for all race directors, courtesy of BibRave. n

Best Marathons in America Sarah Ratzlaff, race director of the ZOOMA Women’s Race Series, poses with Team BibRave

TOP 5 MARATHONS 1. Missoula Marathon 2. Flying Pig Marathon 3. Boston Marathon 4. Grandma’s Marathon 5. The Bank of America Chicago Marathon (Other finalists, in alphabetical order) Anthem Richmond Marathon Asheville Marathon

Left: Race directors of Raccoon Mountain Half Marathon accept The BibRave 100 award. Right: Paul Brackey accepts the first annual Green Lion Award recognizing innovators in sustainability on behalf of the Bank of America Chicago Marathon. Left: Topping the Half Marathons, Sabrina List of the OneAmerica 500 Festival Mini-Marathon, is elated to receive her race’s big award. Right: Mark Colpoys of RAM Racing receives accolades from The BibRave 100.

Big Sur International Marathon California International Marathon Detroit Free Press/Chemical Bank Marathon Dick’s Sporting Goods Pittsburgh Marathon Fitbit Miami Marathon Honolulu Marathon Kansas City Marathon presented by Garmin Marine Corps Marathon Medtronic Twin Cities Marathon People’s United Bank Vermont City Marathon Sketchers Performance Los Angeles Marathon TCS New York City Marathon Tomoka Marathon

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RUNNING INSIGHT

The BibRave 100 Best Half Marathons in America

Best 10Ks in America

Best 5Ks in America

TOP 5 HALF MARATHONS

TOP 3 10KS

TOP 3 5KS

1. OneAmerica 500 Festival Mini-Marathon

1. AJC Peachtree Road Race

1. Allstate Hot Chocolate Chicago 5K

2. Urban Bourbon Half Marathon presented by Jim Beam®

2. BTN Big 10K

2. Carlsbad 5000

3. Ukrop’s Monument Avenue 10K

3. The Great Pumpkin Run: Cincinnati

3. Anthem Shamrock Half Marathon 4. Toyota Rock ‘n’ Roll Las Vegas Half Marathon

(Other finalists, in alphabetical order)

Allstate Sugar Bowl Crescent City Classic

Allstate Hot Chocolate Philadelphia 5K

(Other finalists, in alphabetical order)

Anthem Wicked 10K

B.A.A. 5K

Amica Newport Half Marathon

B.A.A. 10K

Bucktown 5k

Detroit Free Press/Chemical Bank Half

BolderBOULDER

Craft Brew Race Newport

Garry Bjorklund Half Marathon

Cooper River Bridge Run

Enmarket Savannah Bridge Run

Her Madison Half Marathon

FORTitude 10K

Freihofer’s Run for Women 5K

Humana Rock ‘n’ Roll Chicago Half Marathon

Ocean Road 10K

OneAmerica 500 Festival Mini-Marathon 5K

Kentucky Derby Festival miniMarathon

Sedona Marathon 10K

Mankato Half Marathon

Statesman Cap10K

Missoula Half Marathon

TD Beach to Beacon 10K

Raccoon Mountain Half Marathon

Toyota Rock ‘n’ Roll Las Vegas 10K

5. The Eau Claire Half Marathon

Run Mag Mile®

Rock ‘n’ Roll San Diego Half Marathon Run the Bluegrass Half Marathon Raccoon Mountain Half Marathon

Exceptional Race Management

Run The Bluegrass Half Marathon Sedona Half Marathon St. Jude Rock ‘n’ Roll Nashville Half ZOOMA Florida Half Marathon ZOOMA Texas Half Marathon

Beautiful On-Course Scenery (In alphabetical order)

AJC Peachtree Road Race

Life Time Torchlight 5K ZOOMA Texas 5K

Awesome Medals & Bling! (In alphabetical order)

Detroit Free Press/Chemical Bank Marathon

Boston Marathon

Fitbit Miami Marathon & Half Marathon

Flying Pig Marathon

Grandma’s Marathon Missoula Marathon

Kansas City Marathon presented by Garmin

OneAmerica 500 Festival Mini-Marathon

Kentucky Derby Festival miniMarathon

TCS New York City Marathon

OneAmerica 500 Festival Mini-Marathon

Toyota Rock ‘n’ Roll Las Vegas Urban Bourbon Half Marathon presented by Jim Beam®

Run the Bluegrass Half Marathon St. Jude Rock ‘n’ Roll Nashville Toyota Rock ‘n’ Roll Las Vegas

Mankato Marathon Medtronic Twin Cities Marathon

Green Lion

Missoula Marathon Newport Ten Miler

(In alphabetical order)

RRaccoon Mountain Half Marathon

Flying Pig Marathon

Sedona Marathon

Bank of America Chicago Marathon

ZOOMA Florida

Big Sur International Marathon

runninginsight.com

Tulsa Federal Credit Union Tulsa Run 5K

Bank of America Chicago Marathon

Eau Claire Marathon

The Great Pumpkin Run: Grand Rapids

(In alphabetical order)

Big Sur International Marathon Grandma’s Marathon

The Cowtown 5K

Urban Bourbon Half Marathon presented by Jim Beam®

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RUNNING INSIGHT INDIE5K

The Indie 5K Timing and photos courtesy of Athlinks Services.

ach year during The Running

and fast and this year was no different.

Event,

and

More than 400 runners showed up 7:00

retailers alike look forward to

a.m. on Thursday, Nov. 29, to find out

battling it out on the Indie 5K

who are this year’s fastest retailers and

course. The race is always fun

manufacturers. Results are below.

2018 INDIE 5K TOP FINISHERS — TOP

manufacturers

1. Mustafa Mohamed......................................................................... 14.09

2018 INDIE 5K TOP FINISHERS BY CAT

EGORY

2. Raymond McCormack.................................................................... 14:21

Male Retailer Winner: Dan O’Keefe, Naperville Running Company...... 14:23

3. Morgan Pearson............................................................................. 14:23

Female Retailer Winner: Julie Mercado, Runners Plus........................ 17:34

4. Dan O’Keefe................................................................................... 14:23

Top Female Exhibitor: Margoreta Montoya, 361 Degrees.................... 15:52

5. Denver Perry.................................................................................. 14:25

Top Male Exhibitor: Mustafa Mohamed, Maurten................................ 14:09

6. Nick Arciniaga................................................................................ 14:25

Top Female Store Owner: Jessica Hoepner, Performance Running...... 19:52

7. Michael Tamayoi............................................................................ 14:28

Top Male Store Owner, Nick Walker, Frontrunners............................... 15:18

8. Scott Bauhs................................................................................... 14:31

Top Retail Teams:

9. Tony Clement................................................................................. 14:45

1. Salt Lake Running Co. 2. Naperville Running Co. 3. Playmakers

10. Chris Foster................................................................................. 14:55

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RUNNING INSIGHT

The Indie 5K In Pictures

INDIE5K

It wasn’t all serious running at the 2018 Indie 5K at The Running Event. Mascots, medals and mugging for the photographer made for a special day all around.

For complete Indie 5K results: https://www.athlinks.com/event/the-indie-5k-2018-29968 <https://urldefense.proofpoint.com/v2/url?u=https-3A__www.athlinks.com_event_the-2Dindie-2D5k2D2018-2D29968&d=DwMFAg&c=83KBipq5ovie7yU0T2HUPg&r=bfn2BxXjcPLcs2-RufiprUvWi30Nw2BV9MQvojmlTO8&m=hnDP9_RM4qEssz66gf3WZDcOOCUWc ABnH3pQ3ajvdgk&s=-nTlTrDCaM3RioXWE48YYnE_K7v3yKczch5NTkhsNIs&e=> 36

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RUNNING INSIGHT

The Indie 5K In Pictures

INDIE5K

Ah, the Finish Line! Mustafa Mohamed (above) led the pack with a finish time of 14:09, just 12 second ahead of second place finisher Raymond McCormack. Below right, the Athlinks team, which coordinated timing for the Indie 5K, poses for a well-desrved photo op after all the race was run.

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ÂŠ 2018 Diversified Communications

RUNNING INSIGHT

The Running Event in Pictures The most important four days of the year for the run specialty business provided plenty of action.

rom early-morning runs to late-

November 27-30, took over every corner of

night awards ceremony – and

the Austin Convention Center — and many

for virtually every moment in

other points around town. Running Insight

between – Austin, TX, became

photographer Heather Laverriere was there

the center of the run specialty

to catch all of the action, as these eight pages

universe as The Running Event 2018, held

of photos from around TRE illustrate.

Whooping it up at Pre-Con, selfie-style; Jeff Anderson from Kelley’s Pace brings his daughter to The Running Event 2018.

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RUNNING INSIGHT

The Running Event 2018 In Pictures

The mad dash for free shoes at Brooks; filling out surveys at The Sock Bar; Petzl Prizes and ready to roll the aisles at TRE.

runninginsight.com

Running Experts Are Making Recommendations.

Are They Recommending Your Brand? With so many choices and opinions on what to buy, consumers need advice they can trust, and they look to experts for trusted recommendations. ExpertVoice arms retail sales associates and category pros with the confidence and knowledge they need to give credible, authentic recommendations - and drive more sales.

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RUNNING INSIGHT

The Running Event 2018 In Pictures

Refreshments make for a better day at The Running Event. Looking good at Lokai; therapy at Theragon. Checking out the samples.

runninginsight.com

ÂŠ 2018 Diversified Communications

RUNNING INSIGHT

The Running Event 2018 In Pictures

Getting Buff; Bob Kennedy and friends go nocturnal scooting and a relaxing attitude at Addaday.

runninginsight.com

ÂŠ 2018 Diversified Communications

RUNNING INSIGHT

The Running Event 2018 In Pictures

New Gu is good Gu; High times at Hoka; taking TRE by Storm; Happy Hour times at Polar.

runninginsight.com

ÂŠ 2018 Diversified Communications

RUNNING INSIGHT

The Running Event 2018 In Pictures

The Trailhead stage and SportStyle Select areas brought extra energy to the trade show floor. Steve Sashen shows off the latest from Xero; Mike Rush and friends yuk it up at Reebok.

runninginsight.com

ÂŠ 2018 Diversified Communications

B O DYG LOV E .CO M

RUNNING INSIGHT

The Running Event 2018 In Pictures

The latest cap styles from Ciele; soaking it up at the Sock Bar; Dave Zimmer models the latest in denim running capris.

runninginsight.com

ÂŠ 2018 Diversified Communications

RUNNING INSIGHT

The Running Event 2018 In Pictures

Everyone was all smiles at the reception prior to the Best Running Stores in America dinner and awards ceremony.

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ÂŠ 2018 Diversified Communications

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RUNNING INSIGHT

BEYOND STABILITY

How do we categorize and sell today’s running shoes? By Jonathan Beverly

s research casts doubt on our ability to assess overpronation, and brands abandon – or at least blur – the traditional shoe categories of “neutral,” “stability” and “motion control,” we’re left without any simple, widely-accepted way of distinguishing between shoe models. If stability is no longer the primary sort, how do we categorize shoes and what is critical role of the specialty shoe fitter? Stepping up to the shoe wall in a variety of stores around the country reveals the current confusion of categories. Some still cluster shoes by stability, although that is getting harder and less useful. To start, the percentages are different. “Now, about 80 percent of shoes in neutral category and only 20 percent have some kind of motion-control or stability features,” says Debbie Perry, owner of the Salt Lake Running Company. With the majority of shoes in one bucket, models within the division can differ

runninginsight.com

enough to make the category rather meaningless. Everyone recognizes other variables that divide today’s shoes – from stack heights to geometry to type of cushioning – but creating useful categories from these is difficult. Some retailers, like Joe Rubio, owner of The Running Warehouse, have tried to add another dimension by arranging their wall as a spectrum. “It’s a heat map, if you will,” Rubio says. “More soft to the left and firmer to the right, neutral on top and stability on bottom.” But he agrees the arrangement is subjective and hard to quantify. Plus, given the multitude of important variables, any such sort either ends up putting dissimilar shoes near each other or ventures into three – or four – dimensions. Many stores have abandoned categories and again arrange shoes by brand rather than type. This at least avoids the difficulty of having to make sense of the variety of categories presented by each brand. “Brooks has a

How a shoe fits is becoming the primary sorting method for matching customers with appropriate shoe models. At Fleet Feet Cincinnati, the first step for every customer is to be scanned with FIT ID, which reveals a 3D analysis of the runner’s foot shape.

way of doing it, New Balance has some stuff, Salomon thinks it is totally different,” says Kris Hartner, owner of Naperville Running Company. “If you tried to factor that in and do a wall right now it

would be chaos; it wouldn’t make any sense.” Whether or not they help with the shoe wall, many agree that various brands’ new categories can be useful in guiding customers to © 2018 Diversified Communications

RUNNING INSIGHT Categorizing Shoes

(continued)

Debbie Perry, owner of Salt Lake Running Company, likes options in shoe categories. “We’re not offended by the options. There are all these different ways that we can do this.”

models they like. Most of these focus on the “ride” of the shoes. “It’s based more on experience,” says Rubio. “How do you want the shoe to feel when you’re running in it? That seems to be more where it is going — it’s either soft or squishy or tends to be more on the firm, responsive side, or something that’s pretty bouncy.” Many retailers reference Brooks’ efforts to codify these ride categories. “Lately what we’ve been trying to lead with is the experience the shoe provides,” says senior global footwear product line manager Jon Teipen. The brand divides its shoes into Cushion, Energize, Speed and Connect. These are further divided into neutral and support models. These descriptors are use58

tions

runninginsight.com

ful, but far from universal. “Brooks has eight categories and each makes sense and tells a story,” says Hartner. “But if every one of our vendors is doing that — oh, my god. All the brands have their own story now and for us it is a matter of trying to boil it down and simplify it.” Perry agrees. “Each vendor and shoe brand is going to name it in-house what makes sense to them,” she says. “But that’s not necessarily how we talk about them. Our job at the retail level is to take the categories that the vendors have and bring them all together and make sense out of them for the customer.” The first step is often educating the customer on the different possible experiences. “We talk about ride

quality and more often than not, the customer says, ‘I don’t really know. I haven’t thought about that,’” says Frank DeJulius, owner of Fleet Feet Cincinnati. DeJulius uses car analogies to try to explain: “Do you want the tight, high suspension of a Corvette or do like the cushion of a big Cadillac rolling down the road.” Then he’ll put them in a three to four models with a range of ride qualities — just to get them to the point where they understand the options. Adding to the confusion is the problem of individual response. “Every person and every foot is different,” points out Dan Pinter, director of store operations for Jack Rabbit. “You encounter someone who tries on something that would be considered soft, plush, cush – that nice pillow-like feel – and for them it doesn’t feel that way. Then they put on something that I would consider firmer and have that snappy, more responsive feel, and that feels really great, really cushioned. Everybody has a different feel underfoot.” Geoffrey Gray, who has tested hundreds of shoes in his Heelux biomechanics lab, says, “We always assume every runner is going to have the same experience in a particular shoe, and they don’t.” The question, he says, isn’t what the shoe is like, but “how does it match up to the individual.” Gray finds an individual’s weight and running speed are two of the most significant factors in how a shoe works for them. “Both those

things have a dramatic influence on the foam and structural parameters of the shoe.” Until brands start creating categories with suggested weight and speed ranges for their models, however, this kind of matching will remain part of the art that makes a good shoe fitter. Most retailers agree that assessing pronation should no longer be the first step in the fitting process, but they still use stability as a sort. Now, however, stability questions usually take a later and less important role. “The overpronation stuff — does it matter to me?” says Rubio. “If you’re not injured, no. Move on. Wear whatever shoes you want. If you have pain in your arch or Achilles or shins, or outside knee or hip, you might consider stability shoes. But outside of that, you can overpronate like crazy.” All agree that fewer runners need stability shoes than we used to believe. To help runners adapt, many are changing how they talk about stability. “We always refer to stability shoes as ‘corrective,’” says Justin Craig, co-owner of Run Detroit. “The terminology of stability implies that a neutral shoe is unstable, which we all know is not the case. Once we start to pitch this as a corrective shoe, then even customers are like, ‘I don’t have anything wrong with me or feels wrong, then why do I need a corrective shoe?’” Others use the terms “guidance” or “structured” to describe shoes with control

RUNNING INSIGHT Categorizing Shoes

(continued)

Justin Craig at Run Detroit uses the term “corrective” instead of “stability” for models that control the foot and finds that it helps customers explore alternative shoe categories and models.

features to help customers transition to a new understanding of ‘stability’ and what is important in a shoe. That transition seems to point toward fit becoming the most important way of

sorting shoes. “The primary thing we focus on is foot shape,” says DeJulius. “We’re finding that the shape of the shoe is just as important to the fit as anything else, especially more than whether

Brooks has taken taking the lead in categorizing shoes by their ride.

runninginsight.com

they need a medial post or not.” To help identify this, DeJulius uses the FIT ID 3-D scanning system as the first step for virtually every customer, while other retailers rely on old-fashioned visual and physical assessment of foot shape. Experts agree on fit’s importance. “I hope a lot of this will go back to incorporating last shape into the equation,” says physical therapist Jay Dicharry. “Why can’t we find some way to standardize that, because if the last shape matches the foot shape, we know we’re going to have better contact.” “Shoe fit has a way bigger impact on how people feel subjectively about a shoe than anything underfoot,” adds Gray. “Fit is this unifier that really tells us a lot about whether people like a shoe or not.” For now, matching shoes to foot shape is mostly trial and error, with some informed guidance. Perhaps soon, however, shoes will be classed by how they fit a narrow heel and wide toes, or the volume of an instep, or even if they accommodate the bunion on the left foot. This might provide the unique in-store assessment and fitting function that gait analysis used to hold in specialty retail. Even given more advanced fitting technology and processes, the role of specialty retail seems to be shifting. Unlike in the past, shoe fitters are rarely trying to diagnose and “put” people into a shoe. “We’re not trying to prescribe anything; we’re

not doctors, we’re not biomechanics, we’re not physiologists,” says Pinter. Rubio adds, “Let the customer make the decision, versus telling them that they need to take this shoe because it is the best thing.” Once we start recognizing the complex, holistic affects of shoe design and the countless possible combinations, assigning simple categories becomes problematic, even counterproductive. “Here’s the problem,” says Martyn Shorten, head of the BioMechanica lab in Portland, OR. “The human brain is very good at making fast and inaccurate decisions; we like to make things simple by putting them into categories. But it is a continuous spectrum and there are no obvious gaps in that spectrum where you can divide these things up.” Instead of narrowing the selection, specialty retailers are increasingly helping customers expand their possibilities, to explore and try new products. “The great thing about different shoe companies approaching things in different ways — it gives our customers options,” says Perry. “We like the options. We’re not offended by the options. There are all these different ways that we can do this. We feel like we can do a better job to be able to provide the kind of shoe experience or shoe fit that somebody wants.” In this world of myriad options, maybe, in the end, the answer is that we don’t need to worry so much about categories. n © 2018 Diversified Communications

THANK YOU

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RUNNING INSIGHT

A Helping Hand Retailers show their humanitarian spirit with support of homeless programs. By Daniel P. Smith

n a brisk autumn morning in Charlotte, men, women and children enter a downtown building one after another. As they begin to lace up their running shoes, they engage in some light small talk before exiting the building and striding down Charlotte’s streets. Besides sharing a morning run together, another reality unites this group: homelessness.

Finding Purpose

As members of RunningWorks, a Charlotte-based ministry focused on addressing abuse, neglect, poverty and homelessness, running is the hook to help these individuals find stability, purpose and community in a life otherwise riddled with uncertainty. With training programs from 5K to the marathon, participants earn incentives such as monthly bus passes, mental health services and even housing for hitting program milestones. “Everything starts to turn when they get their endorphins going,” beams Meredith Dolhare, a former professional triathlete and ultra runner who founded RunningWorks in 2012 and has since grown the organization to six affiliate programs across the Carolinas. To date, RunningWorks

runninginsight.com

Minneapolis-based Mill City Running has enjoyed an ongoing partnership with Mile in My Shoes, a nonprofit organization that brings running to people experiencing homelessness and other barriers.

has taken a dozen full marathon finishers off park benches and out of tents and homeless shelters and into housing and employment. Twenty-one of 22 half-marathon finishers, meanwhile, have successfully secured both housing and employment. Dozens more have completed shorter

races while simultaneously capturing newfound stability in their lives. “Running is the great equalizer and an opportunity to give others a leg up,” Dolhare says. In a nation hosting an estimated 550,000 homeless individuals, programs such as RunningWorks pursue a

noble mission and often do so with running specialty stores as valuable allies. Over the last six years, Run For Your Life, a threestore chain of running shops in Charlotte, has been a constant force propelling RunningWorks’ mission. The running store has hosted shoe donations, covered race

The RunningWorks shoe closet at its Charlotte headquarters is filled with hundreds of donated running shoes from local partners, including Run For Your Life.

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RUNNING INSIGHT Helping Hand (continued)

Members of RunningWorks handle packet pick up for Run For Your Life’s six-race series.

entries, tabbed RunningWorks as the primary beneficiary of its events and used RunningWorks participants as race volunteers, which prompts a cash donation to the organization. On the morning of the Charlotte Marathon, as runners shed gear at the start line and over the opening mile, Run For Your Life allows a RunningWorks crew to gather all the discarded clothing for the charity’s use. RunningWorks participants also handle packet pick up for the company’s six-race series, a particular responsibility Dolhare gratefully acknowledges. “The level of trust, care and open-mindedness that takes is huge and it helps us address stigmas and perception about homelessness,” Dolhare says. “[Run For Your Life] is always trying to find ways to help us.” Run For Your Life marketing director Brian Mister says the company’s longstanding commitment to RunningWorks is both a nod to Dolhare’s spirited work as well as store leadership’s collective, faith-driven desire to help individuals craft better lives. Giving Back

“At the end of the day, it’s our job to give back to the community in some way and that’s something our owners take very personally and very seriously,” Mister says, noting that Run For Your Life co-owner Chris Elkins helps leads an early morning workout group at a men’s shelter each week as well.

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In suburban Chicago, Naperville Running Company (NRC) has been supporting a running club at Hesed House, a local homeless shelter, for the last seven years. The running shop shares an annual cash contribution and has also made product contributions to the group, which is run by NRC customers Curtis and Amy Nelson. “We had a direct connection with Curtis and Amy and the idea of tying running to helping people getting back on their feet was a no-brainer to us,” NRC owner Kris Hartner says. Finding the Synergy

When Mishka Vertin moved to Minnesota’s Twin Cities in 2014 and began working part-time at Mill City Running, she soon after approached a local Catholic Charities shelter about starting a running program. It was, she says, a way to get individuals out of the shelter, experiencing the city and redirecting their energy toward something positive. That early effort morphed into Mile in My Shoes, a non-profit organization that now has five teams around the Twin Cities. Over the last four years, more than 300 individuals have taken up running, including 16 participants in the recent Twin Cities Marathon. Another 300, meanwhile, have volunteered to serve as running mentors for the group, including Mill City Running owners Jeff and Bekah Metzdorff. © 2018 Diversified Communications

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RUNNING INSIGHT Helping Hand (continued)

Mile in My Shoes launched its first team in 2014 and has since helped more than 300 individuals take up running.

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Vertin calls the involvement of Mill City Running central to her organization’s growth and success. The store has donated new or near-new shoes and other running gear, connected the organization to other sponsors and allowed Mile in My Shoes to host its volunteer training inside Mill City’s Minneapolis storefront. Vertin is also invited to regularly promote Mile in My Shoes at Mill City Running events and fun runs, which leads to volunteers and donations. “There’s a synergy between Mill City Running’s mission and what Mile in My Shoes wants to accomplish,” Vertin says. “We both want to help people believe they

have the capacity to cross the finish line and become lifelong runners.” Back in Charlotte, Dolhare says there’s no way RunningWorks would be able to pursue its mission without the support of Run For Your Life and its Charlotte area run specialty peers: Ultra Running Company, which continues providing shoes to RunningWorks, and Charlotte Running Company, which has long supplied the RunningWorks T-shirts all participants sport during runs. “Every one of these stores plays a part in RunningWorks,” Dolhare says. “It’s so collaborative and symbiotic and speaks to the power there is in numbers.” n

C RUNNING INSIGHT

oach’s orner

Running stores offer coaching to deepen connections. By Daniel P. Smith

Coach Benson Lang’at (front right in blue) with members of the 605 Running Co. tribe in Sioux Falls, SD.

n Sioux Falls, SD, the four-yearold 605 Running Co. has quickly become the area’s premier running hub, a place for gear and credible fitness advice, of course, but also

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coaching services that have elevated the store’s community standing and expanded its offerings. “605 the store and 605 coaching work in synergy together,” 605 Running Com-

pany co-owner Greg Koch says. “We’re always trying to break down walls and barriers and coaching is one more way we can take on the intimidation factor.” In an effort to diversify their opera-

RUNNING INSIGHT Coaching (continued)

605 Running Co. began offering coaching services soon after its opening in 2014.

tions and deepen connections with customers, running shops across the country have unveiled paid coaching services as a adjunct to fun runs and group training groups.

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“Just about anyone can benefit from coaching services, which work well for those individuals who want more,” Koch says. When Fort Wayne, INbased Three Rivers Running

opened in 2004, the business plan didn’t include coaching services. Today, however, Three Rivers staff member Mike Else, a personal trainer and certified running coach with

the Road Runners Club of America, leads a robust personal coaching program that includes four different training packages ranging from a one-hour consultation for $45 to the “Diamond Premier Plan,” an all-inclusive package for $200 a month that includes a weekly oneon-one meeting with Else alongside unlimited e-mail, phone and text communication. “The coaching program is most popular with people who have been running for a long time, but who feel like they’ve plateaued as well as people who are passionate and engaged with the sport, but have questions about

RUNNING INSIGHT Coaching (continued)

“Just about anyone can benefit from coaching services.” GREG KOCH 605 RUNNING COMPANY

their next steps,” Three Rivers Running vice president Lynn Altevogt says. “People enjoy working with someone who knows the particulars of the sport and many want or need that individualized attention.” Much like Three Rivers Running, coaching services grew organically at 605 and now feature various levels. Individual training plans ad-

In Fort Wayne, IN, Three Rivers Running has found success with a varied array of private coaching services available to members of its community.

ministered by 605’s director of private coaching Benson Lang’at run $80 a month and include unlimited coaching interaction via text, e-mail

and phone, weekly training plan updates and schedule adjustments and complimentary access to any store classes like yoga, strength

training and nutrition. The store also offers group training plans for $120 per month designed for a group of friends who share a common

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RUNNING INSIGHT Coaching (continued)

“Wanting to keep people engaged and active in the sport, coaching is another tool in our arsenal to do just that.” LYNN ALTEVOGT THREE RIVERS RUNNING

race goal and a near-equivalent fitness level. In Sioux Falls, Koch says membership-based programs are rather commonplace in the active city and that “people aren’t afraid to pay when they see the added value.” Presently, in fact, 605 has more than 40 clients ranging from competitive high school runners to novice adult runners. “In general, the first-timers

are most interested in coaching, but there are also postcollegiates and adults who want to reach their goals and want that added accountability to keep them motivated,” Koch says. From the retail perspective, Altevogt calls “keeping people inside the loop” the biggest benefit to coaching. “Wanting to keep people engaged and active in the sport, coaching is another tool in our arsenal to do just that,” she says. “It’s low maintenance and one more thing we can recommend to customers based on their needs.” But “low maintenance” doesn’t mean “no maintenance” and, as with other aspects of running a successful retail operation, the viability of a coaching program relies heavily on thoughtful, calculated action. As 605 got more deliberate

with its coaching services, for instance, Koch and Lang’at made sure to connect with the area’s various local running clubs to learn about their needs and help shape the scope of the store’s coaching services. “It was so important to understand this landscape before diving in because you don’t want to be stepping on others’ toes,” Koch says. Cost is another major piece that requires earnest reflection. Three Rivers Running has finessed its packages and rates over the years, ever mindful of having various options that provide choice, but do not overwhelm. “You don’t want rates to be so low that people think the coaching’s not worth much, but they can’t be so high that people are apprehensive,” she says, adding that weekly $5 speed sessions over the summer help interested athletes

see the potential benefits of coaching firsthand. Both 605 and Three Rivers also leverage technology in their respective coaching programs. Three Rivers administers training programs through Final Surge, while 605 uses TrainingPeaks software to develop and monitor plans. Such technology streamlines communication and allows for quick modifications, both important factors to the coach-athlete relationship. And, finally, a dynamic coach is paramount to any program’s eventual success. Koch credits Lang’at’s approachable and engaging personality as central to the growth of 605’s coaching services. “You need to be able to listen and respond to athletes because understanding them is the most important thing in coaching,” Lang’at says. n

Outsourcing coaching services

ver the last year, Pacers, a chain of five running stores based in metro Washington, DC, has enjoyed a symbiotic relationship with local coach Tammy Whyte of TW Training and Wellness, essentially outsourcing its coaching services to a partner better positioned to support athletes. “Pacers had tried their own coaching in the past, but found they didn’t have the capacity to do it at the level they wanted,” Whyte explains. Today, Whyte functions as the store’s de facto coach, an external partner who refers individuals to Pacers, handles training plans and shares training advice on the Pacers blog. She also guides monthly workshops leading up to the Marine Corps Marathon. “This frees the stores to focus their energy on the things they’re really good at,” says Whyte, a local fitness instructor and member of various running clubs. Over time, Whyte says she and Pacers have built trust 74

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Pacers promotes the coaching services of Tammy Whyte (standing) rather than developing its own private coaching platform for its clients.

with one another, discovering shared values, similar expectations and a commitment to open communication and community building that has spurred results. “It’s proven to be a mutually beneficial relationship as we each bring business to the other,” Whyte says. n

RUNNING INSIGHT

WHAT’S IN

A NAME

What to call a store is one of the most important decisions an owner can make. By Daniel P. Smith

ris Hartner knew it would be a tough call. As Hartner readied to open his third Naperville Running Company store in 2017, his first unit outside of Naperville’s borders, he encountered a challenge he suspected he might someday face: naming a store located in a different town. For a while, he was convinced his new store in a century-old building would be called the Wheaton Running Company, a fitting name for a running shop in the historic town located about 25 miles due west of downtown Chicago. The more Hartner reflected on the decision, however, the more his uncertainty grew. Over the previous 17 years, Hartner had built Naperville Running Company into a retail powerhouse in Chicago’s western suburbs. A two-time Running Store of the Year 76

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RUNNING INSIGHT

Store Names (continued) honoree, Naperville Running Company was an established name in its community and the industry. Shifting names would mean abandoning that track record. Sticking with the Naperville Running Company moniker, however, could prove off-putting to the Wheaton community Hartner was about to enter. He debated the store name with staff and industry colleagues, queried Wheaton civic and business leaders and even gathered opinions from customers. “We didn’t take this lightly,” Hartner assures. Eventually, Hartner followed his gut. Despite the store’s Wheaton location, the Naperville Running Company name would stay. “Two things really made the decision for us,” Hartner explains. “First, a handful of different ‘Running Company’ stores in our area had come and gone and I

hesitated to be thought of as another new kid on the block. And second, a lot of Wheaton folks actually encouraged us to keep the [Naperville Running Company] name.” For retailers, naming the store is often a personal adventure tied up in emotion, thoughtful debate and what ifs, and though a name stands a core piece of one’s brand identity, it’s not the be-all and end-all that will determine its success. “People often put so much pressure on a name to communicate everything you are, but I believe your name is designed to attract interest, elicit a reaction or earn a second glance,” says Amy Dennis of Franklin, TN-based Nice Branding Agency. Hartner readily admits that his Naperville Running Company moniker does two things many branding experts – and even fellow running retailers – would

When Naperville Running Company opened its third unit, and its first outside of Naperville, IL, owner Kris Hartner (far right) elected to keep the name Naperville Running in spite of the store’s Wheaton, IL, location.

Origins The stories behind some of the more unique store names in the run specialty channel Dick Pond Athletics, the Chicago area store that bills itself as the nation’s oldest running shop, was named, simply enough, after founder Dick Pond, a former All-American runner at Western Michigan University. Alongside select family and friends, Rich Wills brainstormed about 90 different names for his first running specialty store in Florida. While Wills favored InMotion and the image of a gazelle leaping over the letters, FITniche ultimately won out. Initially a small chain of footwear stores in the Midwest owned by Maurie Daigneau, a former All-Big Ten quarterback at Northwestern, Playmakers honored the “playmakers” in all sports. When Curt Munson bought the Okemos, MI, Playmakers store in 1981, he retained the name even as it morphed into a running specialty shop. Oklahoma City-based Red Coyote Running and Fitness

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derives its name from owners Jon and Burke Beck’s dog, Pancho — a red-hued, Coyote-looking canine who, even at 12, remains a constant at the store’s weekly runs. Nathan and Rebecca Hohenstein adopted the name Tortoise and Hare Sports for their Arizona-based running store as a way to diffuse the initial jitters many have about visiting a running store. The story of the Tortoise and Hare, while rooted in running, is one of slow and steady progression. Two Rivers Treads, the nation’s first minimalist shoe store based in Ranson, WV, owes its name to the confluence of the Shenandoah and Potomac Rivers, two local jewels surrounded by trails and parks. Massachusetts-based Whirlaway Sports draws its name from an unlikely source: the thoroughbred horse who captured the 1941 Triple Crown. n

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RUNNING INSIGHT

Store Names (continued) advise against: it ties itself to a specific location, which can prove difficult to navigate amid expansion, and it includes “running” in the title, which risks alienating people who don’t identify as runners. “Ultimately, you have to stand for something and, in my admittedly narrow point of view, that’s the problem with a name that’s super inclusive of everything,” Hartner says. “Naperville Running Company clearly says who we are and what we do.” But what works for one may not necessarily work for another. When industry veteran Adam Kemist returned to the running retail game in 2011, he carefully chose a name

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that was as diverse as possible given his Silicon Valley clientele. “This is more a fun run crowd than a heavy racing community,” Kemist says. “I knew we’d do a lot with running, walking and hiking and wanted to give people a reason to come in, not something that would turn them away.” Back when he owned the Runner’s High in Menlo Park, CA, Kemist recalls a woman telling him that she paced outside for 15 minutes afraid to enter a “hard-core” running store. “And that was just one of the stories we heard,” Kemist says, adding that he thought the Runner’s High name also hindered the shop’s medical referral business.

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RUNNING INSIGHT Store Names (continued)

“Simplicity’s a wonderful thing.” AMY DENNIS NICE BRANDING AGENCY

Brainstorming concepts like running and movement for his new store in Los Altos, CA, Kemist settled on the name On Your Mark. It was a nod to common running terminology, yet “still light and fun feeling.” “We knew who we were serving and that helped us determine what the name should be,” says Kemist. Dennis calls it difficult to

name any store without first understanding the market and the store’s position in it. “How do you differentiate yourself from the competition? What’s your marketplace advantage?” she says. “You want a name that echoes back to this.” And far too often, she adds, business owners make the mistake of ignoring customer perception by overly prioritizing their own desires. “Many entrepreneurs are so passionate about what they’re doing and the name they have in mind that they don’t consider those of the utmost value to their company — the customers,” Dennis says.

After John Long converted his Marathon Sports store in Minneapolis to a Fleet Feet franchise in 2014, the resulting name was Fleet Feet Marathon Sports. For Long, that title and the store’s corresponding co-branded logos recognized both the past and the future. It stuck for 18 months. “It just got too confusing to some,” Long says. Now, the store is simply Fleet Feet Minneapolis. “Much easier and cleaner,” he says. Long’s tale reminds Dennis of a common problem she observes: business owners forcing words together. “Simplicity’s a wonderful thing,” she reminds.

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Long agrees, noting that a store’s customer base changes over time as well. He acknowledges that it would be presumptuous to think a store name is so cemented in a community that it’s beyond modification. “There are people who know us today as Fleet Feet and nothing else,” Long says. Still, Long has subtly retained the Marathon Sports heritage within his current Fleet Feet. The Marathon Sports logo, for instance, endures on some T-shirts and retro apparel while a flow banner underneath the Fleet Feet Sports awning reads: “Marathon Sports Run/Walk Established 1985.” n

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