SNEAK PEEK
at The Running Event 2024 and Switchback at TRE
The Running Event 2024 and Switchback at TRE are set for Nov. 19-21 in Austin, TX, so what better time than this issue for a Sneak Peek at what’s happening in education, new products and events.
THE 2024 EDITION OF THE RUNNING EVENT AND SWITCHBACK AT TRE is set for next month — Nov. 19-21, in Austin, TX, to be exact. A year of planning will once again come to life during the most important three days on the industry’s calendar — and as the official media partner of TRE24, Running Insight is here to chronicle it every step of the way.
As part of that role this October issue is what we call our Sneak Peek 2024 Issue, offering an inside look at so much of what will be happening during those three days in Austin. (For even more details on what’s happening at The Running Event we urge you to go to runninginsight.com to view The Running Event 2024 Event Planner, which has all the details you will need to make the show a truly worthwhile experience.)
But providing Sneak Peeks is what Running Insight is all about this month, so in these pages you will find:
• A run with keynote speaker Johnny Cupcakes, a truly retail savant whose message of inspiration and community will surely resonate with run specialty retailers.
• Industry insiders ranging from Running Insight senior writer
Danny Smith to retail expert Dan Jablons provide a sneak peek at what attendees can expec to learn from their Deep Dive and Breakout sessions during the Tuesday, Nov. 19 education program, held the day before the trade show opens.
• Of course, we would be remiss not to take a look at the fastestgrowing sport in America – pickleball – with advice from an insider on page 24 on how run specialty retailers can attract and sell to the growing legion on picklers across America. Read that and you will certainly want to get into the kitchen for a dink or two — and maybe start carrying some pickleball product.
• Our writers have been researching the hundreds of new products that will debut at TRE24 and we provide six pages of sneak peeks starting on page on page 40.
• Finally, starting on page 28 we offer page after page of even more Sneak Peeks at the Tuesday education sessions at TRE24. There is so much to read – and learn – and it’s all in this issue.
So read on and join in the excitement. And then we will see everyone in in Austin next month for The Running Event and Switchback at TRE.
On the front cover: There are all sorts of new ideas run retailers can learn from each other and Running Insight senior writer Danny Smith will explore 101 of them in his TRE24 presentation (see page 14), including Run Newport’s Prom Run featured on the cover of this issue.
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TRE KEYNOTE 2024
JOHNNY CUPCAKES
The Running Event 2024 keynoter provides insight into what attendees can expect in Austin! and his unique recipe for specialty retail success.
TRE 2024 attendees are in for a real treat when retail savant
Johnny Cupcakes takes the stage for this year’s keynote presentation. He will be sharing his unpredictable story on creating The World’s First T-shirt Bakery — a foodthemed T-shirt brand with a clothing store on Boston’s Newbury Street that looks like a bakery and smells like a bakery, where T-shirts are displayed in refrigerators, packaged in lunch boxes and pulled out of a secret smoking oven!
That certainly sounds like someone from whom run specialty retailers can learn a thing or two!
TRE attendees will have the opportunity to hear specific, proven ideas, strategies and insights from Johnny — many of which can be implemented into stores quickly and with minimal cost.
Johnny sat down (virtually) with Running Insight editor Michael Jacobsen to share some of his own insights and provide hiw own sneak peek into what retailers can expect to learn from his
keynote presentation.
“Although I trick hangry people daily with my fakery, 100 percent of my customers leave with an experience and a story to share,” Cupcakes (real name: Johnny Earle) says. “At TRE, I’ll be sharing my secret ingredients to Building Brand Loyalty, Inspiring Innovation and Creating Unique Experiences in retail.”
Running Insight: You sell T-shirts in a very creative way. How does that translate to what TRE24 attendees –the run specialty retailers – do in their businesses every day?
Johnny Cupcakes: There is an abundance of clever ways to remix the retail experience — from packaging and storytelling to special events, merchandising and displays in physical shops, pop-ups and event digital selling. After attending my presentation, attendees will have a creative recharge and be able to see things in Cupcake-Vision.
What do you see as the strength of run specialty retailers?
They have community, tradition and grit baked into their business. And it goes without saying that they specialize in one theme, which makes them a trusted source.
Your store is right around the corner from Marathon Sports in Boston. Do you get to interact with them much?
I’ve popped in a couple of times
but haven’t had a chance to meet the operators and team behind it. It’s definitely a Boston staple.
One of your tenets is that your $10,000 mistakes often turn into $100,000 successes. What can other specialty retailers learn from that way of thinking?
Failures are experiments and experimenting is how we grow. There are valuable lessons, data and inspiration in every one of our mistakes. Looking at them with a different lens can provide room for innovation.
Can you share one specific example of your creative retailing ideas with our readers now that you may mention in your keynote?
Pop-up shops! They are an exciting thing that works both ways. You can host popups in your space to make extra sales and build community. Even better, you can pop-up at events, festivals and empty storefronts for flexible pricing.
How have you done this?
One time I did a full U.S. pop-up tour around October and called it The Coffin Tour where we sold special spooky T-shirts out of coffins and set each event up like a haunted house. I’ve also sold T-shirts out of ice cream trucks packaged like ice cream, suitcases, pizza boxes and more. Everyone loves a good theme. And if rent becomes a growing obstacle, this is a zesty way to juggle sanity, cash flow
Keynote Session: A Creative Recharge in Building Customer Loyalty and Memorable Retail Experiences Tuesday, Nov. 19: 12:15 p.m. • Speaker: Johnny Cupcakes
Three Takeaways ...
1. Building Brand Loyalty. Hear new ideas about turning existing and new customers into brand ambassadors who will promote your store and do the advertising for you. A few small adjustments can go a long way!
2. Inspiring Innovation. Discover ways to spark innovation within your team, products, packaging, events and marketing so that you stand out. Customers have too many options, why will they choose you?
3. Creating Unique Experiences in Retail. Walk away with a list of unique strategies to implement across the board, to build value and to grow your presence. n
and to have a presence without saying goodbye.
What one – or two or three –things can attendees at your keynote speech at TRE24 expect to take away back to their stores?
Simple and effective ways to remix their products, marketing, events and collaborations.
What question would you like a TRE24 attendee to ask you if they come across you after your presentation?
“How are you with your grieving process?” I lost my mom this year and she was my partner in crime. I started adding her saying inside my T-shirts: “Being Kind is Free.”
Off the top of your head, what would make for an interesting run-related T-shirt for The Running Event? Perhaps a cupcake with sneakers — or something even more creative?
We have done something similar in celebration of big local running events in Boston. We’ve also done T-shirts packaged in mini sneaker boxes. T-shirts that come with Johnny Cupcakes sweatbands, duffel bags and water bottles, too.
Finally, any chance you will be hanging around The Running Event to run in the 5K Thursday morning?
Attendees will likely catch me the day following my talk. If they see me running, it will likely be to the nearest ice cream shop. n
Johnny Cupcakes (continued)
The State of the Bunion
Is the glass half full or half empty for run specialty in 2025?
Three issues that will decide the future of the business. / By
Coleman Conley, Upper
Quadrant
Just a few years ago it was impossible to discuss the future of anything without using the word “uncertainty” several times. In hindsight, we’ve not only survived amid that uncertainty, but thrived. Three consecutive years of growth have further compounded the gains that were kick-started in 2020. Based on the data, the industry has grown by 19 percent since 2022. In fact, the only year-over-year decrease in that entire period happened this past January.
From the outside, run specialty stores appear to be in great shape. Yet not all owners would agree that it’s quite so rosy. Are those simply “glass-half-empty” perspectives that fly in the face of the data?
I do not think so. Year-over-year gains have been smaller in 2024 than in the past, signifying there are underlying factors that are causes for concern in our industry. The trends we see as we dig further will not set off any alarms, but they do point to the issues that must be solved to continue growing in the future.
The story seems to be composed of three elements. We’ll dig deeper into the data behind these trends and others during the Route Map session at The Running Event. Until November 19, though, here’s a sneak peek.
Let’s start at the top — literally.
Uniformity in Specialty
I remember the first time I saw a pair of Hokas. Not on the wall, mind you — just a single box mailed to the store. My first reaction? They looked ridiculous! No way these were catching on.
That was just over a decade ago. Shoes like the Clifton and the Bondi are now among
the household names of the athletic shoe world. And they’re even considered fashionable! According to Google Trends, “Hoka” surpassed “Yeezy” in search volume during the month of August. My collegiate self
would simply not believe it.
The explosive rise of Hoka is just one component of the bigger story: Together, Hoka and (the more established) Brooks now make up just over 50 percent of shoe
The State of the Bunion (continued)
revenue in run specialty. Think about that for a minute: Despite the wide variety they see, the next customer who walks in your doors is more likely to ask for and buy a Hoka or Brooks shoe than anything else on the wall combined.
The same consolidation at the top for shoes is true in other categories, too. Feetures is far and away the top brand purchased in a sock industry that is showing five percent growth over 2023. In insoles, it’s Currex – another brand that has really come on in just the last 10 years – who now owns the top spot.
The incredible growth of brands like Hoka and Currex showcase the very best of run specialty. Brands pushed the limits to create something fresh and innovative for customers. Retail stores went beyond giving them a place on the wall, actively introducing customers to a product they likely had not heard of. Everybody won here: Customers are happy and revenue is up. It is a great example that shows
Session: Route Map: Keeping Pace with Run Specialty in 2025 Tuesday, Nov. 19: 1:30 p.m.
Speaker: Coleman Conley, Upper Quadrant
how both the brand and the store should be proud of the success they’ve built together.
On the other hand, that very same growth has been so rapid that it led to consolidation at the top. Run specialty stores have carved their niche in pioneering a way for customers to learn about high-quality products and brands they will love, but that they may not have considered otherwise. This is what concerns owners for the health of our industry in the long run: The more market share is collected by just a few brands, the more commoditized the products become — and the more difficult it is to justify carrying the range of inventory that got us here.
I’m hardly criticizing today’s top brands — my family certainly purchases them. My point is that run specialty thrives when the ebb and flow of demand creates a healthy balance of products.
How long will it be before the next wave of disruptors (whether established or start-ups) shakes
up today’s status quo? Now is a great time to re-familiarize yourself with your store’s lineup and trends to get a jump on what the next novel products might be for your customers.
Retailer and Brand Tension
It’s no secret that retailers and brands have not been on the same page lately. Both sides feel they are not getting the attention they deserve from the other.
Retailers often say that their small volume account is not prioritized by brands. Meanwhile, brands have a version of the same story: Unless you’re one of the very top brands (see above), it feels increasingly difficult to get ahold of retailers. Of course, the elephant in the room is the expanding DTC business. Retailers feel increasingly threatened by this — we’ll save that topic for another article.
Put it all together and when it comes to the relationship between store owner and sales rep, conversations can seem contentious and less collaborative
than they were in the good ol’ days. That’s unfortunate because both sales rep and store owner should be on the same team. Not only does a rep have no control over DTC strategy, they also share the owner’s end goal of selling as many products in a store as possible.
Another point of tension can arise when reps encourage retailers to share the store’s product sales (not customer) data for their brand. Proactive reps can then take a hands-on approach to managing inventory, preventing stockouts and selling more shoes in-store. It’s a win-win for account service and data sharing has been on the rise over the last several years because of it.
On a given week, “better service” could mean more communication from your rep, or fewer emails if there is no news to share. Of course, data is only valuable when it is applied. If a retailer does not see it in action, it will question whether the data is actually being used to manage their account at all.
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The State of the Bunion (continued)
I hope that I can ease those tensions a bit. In talking with reps at conferences and meetings, they want to help and real data shows the shared incentive does play out in a way that floats all ships.
Reps are highly active in managing accounts when they have access to product sales and inventory data. Based on user data for UQ Cadence, reports designed specifically for handling individual accounts are viewed almost 100 times per day. And that says nothing about how long they may spend on that page. In the case of UQ Cadence, it’s likely that one view includes clicking on several accounts, then reviewing and coming up with a strategy for each.
All of this is encouraging for those who feel the collaborative spirit between brands and retailers is on the rocks. The data proves that sales reps are
indeed eager to help. However, the truth is that it doesn’t matter whether a rep is using a report or not. What matters is making sure the retailers receive better support because of it and feel a difference.
As the industry continues to grow, inventory management is not a challenge that is going away. We expect data sharing to continue expanding in the coming years as retailers require more proactive service from their sales reps. And as those reps deliver improved service, this has the potential to strengthen the retailer-brand relationship over the long-term as well.
Price Sensitivity
The days of finding the season’s newest shoes for $100 are over. On second thought, those days have been over for years. I’d say it’s time for an update — the days of finding popular running
shoes for $130 are numbered.
The data is clear: In the last three years, the average price of a pair of shoes has grown from $133.78 to $138.41. That increase of five dollars is very significant when you consider that today only about 15 percent of shoes sold are for $130 or less.
Inflation is happening everywhere, yet our customers have not visibly revolted. Despite what basic economics would have you believe, the number of shoe units sold has still grown in each of those years. Ditto for the number of transactions. What gives?
Hidden in those figures is the real gem of the story: The time between purchases has changed dramatically. In 2022, customers who returned to the same store to buy another pair of shoes did so every 278 days. It has been rising ever since and today that time period has stretched to over 340 days between purchases.
There are also other, more subtle clues that show how customers are more price sensitive now than a few years ago.
Average Units Per Transaction has remained steady over the years between 2.25 and 2.30, with customers increasingly choosing between socks and insoles as their “second item.”
A look at ratios shows that the increase in insoles corresponds directly to the decrease in sock purchases, even though socks are still the much more likely choice of the two.
What is the reason? There are plenty of theories:
• Customers are running them “until the wheels fall off” and well beyond their intended life.
• Customers can find the same shoe at a better price elsewhere.
• Customers choose to buy DTC, either due to a stock-out
There is absolutely reason to be bullish on the future of run specialty. There are absolutely hurdles that still exist, too and the industry’s ability to work through those issues will determine its ceiling. As we look forward to 2025, I am optimistic.
or color preference.
All of these theories are plausible and the combination of them is most likely. In every case, decreased purchasing power unsurprisingly influences how often customers come into your store and how much they will buy when they do.
The Road Ahead
So, is the glass half full, or is it half empty? As my friends know, I’ll be the first to tell you that it’s both.
There is absolutely reason to be bullish on the future of run specialty. There are absolutely hurdles that still exist, too and the industry’s ability to work through those issues will determine its ceiling.
As we look forward to 2025, I am optimistic. The years ahead will require collaboration. They will require persistence. They will require creativity. Fortunately, those are the things that runners are known for. n
101 More Great Ideas!
After giving an energized educational program at the 2021 edition of The Running Event detailing 101 creative marketing ideas, savvy business decisions, community outreach endeavors and clever partnerships run shops have activated to propel business, Running Insight senior writer Danny Smith returns to TRE’s educational slate in 2024 offering 101 additional ideas to motivate and inspire run shops.
“I’m beyond thrilled to have the opportunity to present at TRE and spotlight the creative, interesting and noble things run shops are doing to drive their respective businesses,” Smith says. “The fact I’m able to share a fresh list of 101 additional things running stores have done to connect with customers, engage their communities, enhance operations and drive brand awareness is an absolute testament to the enterprising and industrious spirit of running stores.”
Smith, who began penning stories for Running Insight in 2012 after a nine-year stint working at America’s oldest run specialty store, scoured his research notes and past stories to craft his TRE 2024 program, a process he describes as simultaneously “daunting and inspiring.” He hopes the fast-paced program – Smith will have to share at least two ideas every minute – stirs attendees’ imaginations, fuels brainstorming sessions with staff and drives purposeful action.
“There’s no shortage of creativity, intelligence and entrepreneurial grit in the run specialty retail world,” Smith says. “My goal at TRE is to showcase that by providing tangible ideas run shop leaders can adapt and apply to their own businesses, all of the ideas culled from the ingenuity and action of their fellow running stores.”
Among the ideas Smith will highlight during his TRE 2024 program:
• A Milwaukee-based run shop’s clever way to package socks and stimulate sales around Mother’s Day.
• How a Michigan running store’s public recognition of a staff member spurred a running retail career.
• A varied collection of unique topics for in-store educational programming.
• An Iowa running store’s unique play to increase sales of sports bras.
• The singular, straightforward question a
Las Vegas run shop leans on to power insole sales.
• From one Texas-based, trail-oriented running shop, a branded group run that builds community and enables the shop to highlight various in-store products.
• Multiple themed product bundles designed to boost the average ticket.
• Dynamic fun run ideas to break the monotony of the routine group run, such as Run Newport’s prom-inspired cover photo jaunt to a waterfront gazebo on the same evening of the local high school’s prom.
Running Insight senior writer Danny Smith is out to help run specialty retailers reach the next level.
Inspired by Danny Smith’s 2021 program at The Running Event, Fleet Feet West Reading (PA) launched its Run Santa Run Scavenger Hunt event in 2022. Run Santa Run will be one of 101 creative ideas Smith will share in his TRE program next month.
Session: 101 More Ideas to Spark Your Run Specialty Store Tuesday, Nov. 19: 1:30 p.m.
Speaker: Danny Smith, Senior Writer, Running Insight
• How two run shops leveraged the talents of local college students to drive merchandising and operations, respectively.
• Why one of America’s most well-regarded run shops decided to slice its weekly operating hours about 20 percent, including closing on Sundays.
“Running retailers are some of the most entrepreneurial, enterprising individuals I have ever met, not to mention a wonderfully collegial, collaborative group, and this presentation is a celebration of that reality,” Smith says. “I hope my TRE program emboldens run shops to take different ideas they hear and shape them to fit their own store and market, so they can elevate their brand, improve performance and deepen relationships with customers.” n
Running Insight senior writer Danny Smith’s program at TRE 2024 will spotlight 101 creative, business-building ideas from run shops, including (clockwise from top left) Philadelphia Runner, Medved Running & Walking Outfitters, Trailhead Running Supply and Swags Sports Shoes.
Associates, Get Emotional!
Salespeople need to leverage feelings to inspire customer loyalty and create bigger sales. / By Tom
It’s easy to get caught up in the retail hamster wheel and quickly churn through customers in an effort to improve efficiency. But increased efficiency often limits the ability to fully understand a customer’s unique emotional needs. Unless we are tuned into what truly motivates folks to walk into the store in the first place, we likely sell them only what they came in to buy. Which, in most cases, is shoes. What a missed opportunity.
If you want to sell more stuff, you need to rethink your fitters’ emotional plan. There are five primary emotional motivators that drive customers into a specialty run store: General fitness, health, a goal, community and self-expression. Quickly determining a customer’s driving motivator should be your main goal. Without this golden nugget of knowledge, fitters are probably not vibing with the customer — and the customer isn’t vibing with them. Sure, the interaction might be good, but good is forgettable.
Having a solid plan to ascertain a customer’s emotional motivator is the first step towards something unforgettable. It’s also what ultimately inspires customer loyalty, trust in your brand and hefty register tickets.
Lessons From the Library
I have a friend who works as a children’s librarian. She spends her days staying on top of newly released titles, reshelving books left behind by patrons and maintaining a tidy and welcoming area to ensure a positive library experience. But more important than any of these duties is her keen ability to meet the literary needs of the next kid who walks in the door. Sounds sort of familiar, doesn’t it?
All librarians at her branch are trained to facilitate each guest’s interaction using a series of open-ended questions. The inquiry includes questions like:
• Do you know which book you’re looking for?
• Is there any particular subject you enjoy?
• Are there any titles you’ve liked in the past? Any authors? They gather as much information as
possible so they can make the most personally relevant suggestions.
One day my friend encountered a young boy, maybe eight years old, browsing the teen section. She set down her dust rag and welcomed him in. “Is there anything I can help you find?” she asked. He said
Griffen
The best outfitters understand the value of connecting with customers beyond their product needs
Session: If You Teach It, They Will Buy! How to Sell More Than Just Running Shoes
Tuesday, Nov. 19: 9:30 a.m. Speaker: Tom Griffen
yes, so she ran through the triage and made some suggestions. He didn’t like any of them. She asked more questions and offered more options, but he wasn’t into those, either. He became frustrated.
After a couple more failed offerings, my friend was deflated. She’d diligently presented options and had none left. Just as she was about to give up, the kid finally relented. He told her all he wanted was a big book. A thick and heavy,
hardcover book with a ton of pages. “I want my friends to see me carrying it around and think I’m super smart,” he said.
This young patron had no intentions of reading the library book. He simply wanted one to help him alter his image. His visit was all about finding a book that, by its sheer size, would impress his peers. What was his driving emotional motivator? Self-expression, most likely.
This situation changed how my friend approaches library
patrons. She fashioned a fresh strategy for more readily understanding each person’s unique needs and wants. Since then, before she dives into the standard librarian questions, she starts interactions by asking, “What are your plans for this book?”
In our world the equivalent question would be, “So, what are your plans for these shoes?” It’s similar to something you’re already asking, but different enough to likely reveal the customer’s emotional motivator. And once you know it, you can adjust your approach accordingly. Pretty sure you’d manage a customer driven in by self-expression differently than one who’s concerned about their health.
“What are your plans?” also gives clues that allow you to suggest relevant products and information the customer may not even know about. It also creates space for the occasional one-off shopper who is using the shoes for, well, anything besides the obvious.
Follow The Three-Step Plan
Once you identify a customer’s emotional motivator, follow the following three-step plan to quickly meet their unique needs and wants. Holding yourself accountable to the plan every time you sit down with a customer ensures you’ll reach smart solutions quicker.
1. Learn Their Perceived Needs and Wants. Ask what brought them in today.
2. Learn Their Unperceived Needs and Wants. Ask additional questions, then match their answers to relevant inventory items.
3. Identify Their Discreet
There are five primary emotionalmotivators that drive customers into a specialty run store: General fitness, health, a goal, community and self-expression.
Quickly determining a customer’s driving motivator should be your main goal.
Wants. Ask the customer what you missed (Which is not to be confused with the worn out retail question, “Is there anything else I can get for you?” Ugh, never ask that question again!)
Can you imagine a world where everyone on your staff is using a plan to quickly understand each entering customer’s main emotional motivator? Can you imagine them using this motivator to make smart and relevant suggestions to meet the customer’s perceived needs, unperceived needs and discreet wants?
I sure can! It’s a world where customer satisfaction, UPTs, average tickets and fitting efficiency are better than they’ve ever been.
Remember, the smallest gestures affect the greatest changes. So go out and make a few minor shifts in the age-old fitting paradigm and reshape the overall feel of the customer experience. n
Keeping the customer’s emotional connection at the forefront is what proves you care about more than just a sale.
Get Paid to Double Your Impact
Our free sneaker reuse & recycling program allows customers to trade in and trade up. By repurposing used running shoes, your store and customers can give back to the community one pair at a time! Join the Sustainability Club at
Session: Empowering Female Runners: Strategies for Enhanced Safety and Confidence
Tuesday, Nov. 19: 9:30 a.m.
Moderator: Dena Lewis, Running Mate
Making Running Safer
How run specialty retailers can lead the charge in safety and support for all runners.
Running should be a source of empowerment, freedom and health. Unfortunately, many runners – especially women –face the threat of harassment and assault while out on their routes. In the past five years, there have been numerous tragic incidents where women runners have been assaulted or even killed, highlighting a stark and urgent need for enhanced safety measures.
In fact, a study by Runners World revealed that 60 percent of women have been harassed while running, underscoring the pervasive nature of this threat.
This pressing reality drives the mission of Dena Lewis, founder and CEO of Running Mate and co-founder of The Female Runners’ Safety Summit (FRSS). After being assaulted twice while running, Dena embarked on a mission to create safer running environments, leading to the development of Running Mate.
This real-time, on-demand app connects runners with verified “mates.” Recognizing the need for further action, Lewis co-founded FRSS, collaborating with women-led businesses specializing in running safety equipment, self-defense and education to protect and empower female runners.
Running Specialty Can Help
Running specialty retailers have a unique opportunity to support their customers by offering products that enhance safety and security. Here are some items that can make a difference.
1. Personal Alarms or Wearable Safety Devices
• Function: Compact and easy to carry, personal alarms emit a loud sound when activated, drawing attention and potentially deterring an attacker.
Running Mate, the pioneering runshare app dedicated to ending violence against female runners, successfully hosted a Glow-in-the-Dark Run on August 28th at Atlanta’s iconic Piedmont Park.
4. Running Mate App
• Why It Matters: The sudden noise can startle an assailant and alert others nearby, providing a crucial window for the runner to escape or seek help.
2. Pepper Spray
• Function: A small canister of pepper spray can be attached to a runner’s gear, offering selfdefense in case of an attack.
yet effective, pepper spray can incapacitate an assailant long enough for the runner to get away and seek safety.
3.Reflective and HighVisibility Clothing
potential harassers. Apparel designed with safety in mind offers secure places to store personal safety devices.
• Function: Running Mate is a run share app that ensures a safe and enjoyable running experience. It connects runners with verified “mates” who accompany them on their runs. Running Mate has become the “Uber of the running world.” Runners and mates undergo thorough background checks and are compensated for their services.
• Why It Matters: Running with a companion significantly reduces the risk of harassment or assault. Running Mate provides peace of mind by offering reliable, on-demand companionship, allowing runners to enjoy their workouts without fear.
Educating Customers
In addition to offering these products, retailers can take the lead in educating their customers on how to use these tools effectively. Workshops or informational sessions on runner safety, self-defense techniques and the importance of awareness of one’s surroundings can empower runners to take control of their safety.
Harassment and assault are unfortunate realities that many runners face, but with the right tools and knowledge, runners can feel more secure on their routes. Run specialty retailers play a crucial role by offering products that enhance personal safety and providing education on how to use them effectively. By expanding safety product offerings and hosting workshops on runner safety, self-defense techniques and the importance of situational awareness, retailers can empower their customers to take control of their safety. n Running Safely (continued)
• Why It Matters: Non-lethal
• Function: While primarily designed to increase visibility to vehicles, reflective gear also makes runners more noticeable to others, which can help deter
• Why It Matters: Being seen can prevent someone from targeting a runner, especially in low-light or isolated areas. Also, having a phone or personal safety device readily accessible allows runners to call for help or defend themselves quickly.
Founded by Dena Lewis (right in photo above) after surviving two assaults while running, Running Mate is on a mission to make running safe for everyone. Also in photo is Running Mate social media manager Sydney Morlan.
SEE YOU AT THE RUNNING EVENT! COME CHECK OUT THE ALL-NEW INFINITY HEADBAND IN BOOTH #411.
More Pickles, Please
With pickleball once again being featured at The Running Event in Austin, TX, next month, run specialty retailers need to dive a little deeper into the kitchen (that’s a pickleball term) and learn a little bit more about the fastest-growing sport in America. I am here to help.
I recently bought a new pickleball paddle – a Six Zero Double Black Diamond. I spent more time online researching its attributes than I did for a recent purchase of a new car. I watched videos, read reviews, took a deep dive into spin rates and the benefits of carbon fiber. I found spreadsheets that compared a slew of similarly priced paddles.
Friends and family rightfully scolded me for spending too much time on the computer deciding on a $180 purchase of a piece of recreational equipment. But where else could I unearth this information?
Pickleball was invented in 1965, but it wasn’t until the 1990s that it was played in all 50 states. Even then, it took the COVID19 pandemic to give it a massive upward trajectory. In the last three years, pickleball has reportedly grown a ridiculous 158 percent and an estimated 36.5 million Americans now play the sport.
Pickleball has come of age at a time of upheaval in specialty retail. As the age of pickleball players continues to drop (one study has the average age at 35), the consumer habits of generations trained to shop virtually are likely to keep much of pickleball’s money online.
But for savvy run retailers ready to take a few small risks there is plenty of opportunity to add pickleball inventory to their offerings and cash in on the pickleball craze. Yes, you’ll be competing against online sales and big-box retailers, but that’s nothing new. Here are five pieces of advice from an
obsessed pickleball fanatic that could help specialty retailers in the run space serve up additional profits by wooing pickleball customers.
1. Follow Your Feet
If to err is human, then I certainly proved my humanity with a pickleball-related purchase recently: I bought a pair of shoes without trying them on.
My first pair of shoes dedicated specifically to pickleball was a pair of Fila Volley Zones. I bought them on sale at a big-box sporting goods retailer. After a few months of playing indoors. I needed new shoes. Having been bitten hard by the pickleball
bug, I felt justified in upgrading my shoes and purchased a pair from a well-known brand online. But they didn’t fit very well.
Running stores speak footwear better than all other retailers. If you’re going to sell pickleball gear, start with footwear. It’s what you know. It’s what you do well. It’s also the one piece of pickleball gear that you need to try on before using. Something I know all too well.
If you already carry footwear brands that make court shoes, that’s a great place to start. Also, consider bringing in other brands that offer pickleball/tennis shoes with options like wide-toe boxes and additional arch support.
How run specialty stores can ace the retail challenges of selling pickleball. / By Matt Crawford
Photos courtesy of Selkirk
And don’t forget that pickleball players, just like runners, benefit from footbeds and quality socks. If you’re selling a $150 pair of pickleball shoes, make sure the pickleball player knows they should add a pair of high-performance socks to the mix.
2. Outfox the Big Boxes
A typical national sporting goods chain store will offer six-to-eight different brands of pickleball paddles — brands like Onix, Head, Joola and Selkirk tend to dominate. While those brands all make decent paddles the vast majority of recreational players find suitable, they are far from the only options.
USA Pickleball, the governing body of the sport in the US, has an Equipment Evaluation Committee. Manufacturers from around the globe submit paddles and balls to the EEC for testing, inspection and certification. Currently, more than 700 companies produce nearly 3000 different models of pickleball paddles with EEC certification. With some 700 pickleball brands on the market, smaller retailers have plenty of options from which to choose when considering what to sell. If you’re considering adding pickleball paddles to your store, pick brands and models the big-box stores don’t offer. And go light on the beginner paddles — let the box stores sell the $50 paddles. You’ll want to offer models for intermediate and advanced players — more expensive paddles with better margins.
3. Have Some Balls
Let’s go back to that USA Pickleball website: Not only does it list approved paddles, but it also has a list of approved
balls. Once again, the opportunity exists for smaller shops to carry a selection of brands besides the ubiquitous Franklin and Onix. There are plenty of other brands not being sold at big-box retailers just itching to get a few doors at retail shops.
There is a difference between indoor and outdoor balls, so make sure you have choices of both types. Also, indoor lighting can vary wildly by location — the standard yellow ball is difficult to see at the court where I play in the winter months. So carry brands that offer a couple of color options on indoor balls.
4. Know a Little Tech
As a skier and flyfisherman, I’ve seen how significant technological advances in design and materials can rapidly change equipment and enhance the enjoyment of the sport. In the early 1990s, shaped alpine skis made turning easier. In the early 1970s, graphite fly rods came to the fishing market, improving casting almost overnight. Golf, too, has seen huge performance gains brought about by improvements in the materials used in clubs.
advantages of specialty retailers is having staff comprised of enthusiasts who are early adopters of the latest and greatest gear. They can walk the walk.
For retailers selling pickleball paddles the challenge then is two-fold. Finding staff who play the game and understand the new technology.
Pickleball’s recent success can make marketing pickleball tricky. Your messaging has to cut across a wide demographic swath and recognize some people play for the social aspect, others just for fun and some for the more serious competitive elements.
To reach them, go to where they are. Sure, social media is part of the mix (Instagram and Facebook especially), but oldschool tactics will work, too.
I played in a small co-ed pickleball tournament earlier this year where the door prizes were gift cards to a local specialty sporting goods shop. That’s a great idea.
Pickleball is currently in the midst of a gear revolution. Kevlar and carbon fiber technology is the latest rage with new paddles and companies now produce style-specific models that can put a priority on power or control.
But skiing, fly-fishing and golf are well supported by specialty retail shops — stores usually staffed by people who ski, fish and golf when not staffing the counter. One of the big
know the ins and outs of every paddle on the market, but having a couple of people on the floor who can speak intelligentially about things like materials, swingweight, twistweight, spin rating and balance points will be a huge advantage when selling to intermediate and advanced players.
5. Go Guerilla
Let’s say you’re in on pickleball. You’re selling pickleball-specific shoes for customers to try on. You’ve got cuttingedge paddles and balls the box stores don’t offer. You’ve got a staff that can engage on techs and specs.
Now, you’ve got to get the word out.
So, too, is partnering with local recreation departments that organize tournaments, leagues and introductory classes. Consider borrowing an idea from ski and golf shops. Secure a court for a couple of hours some weekend morning and offer a demo day, where pickleball players can try out your paddles and balls, talk to your staff and learn more about the depth and breadth of your gear selection.
With its rise in popularity and a dizzying amount of gear on the market, there certainly is room for specialty retailers to take a share of pickleball sales away from the internet. n
About the author Matt Crawford is a freelance writer and communications specialist who lives in northern Vermont. He plays pickleball throughout the year. His stories have appeared in Outdoor Retailer, Inside Outdoors, Outdoor Life and, now, Running Insight. matt.crawford.vt@ gmail.com
Looking to the Future
Introducing a new Jogology award supporting Future Leaders event at The Running Event 2024.
With an eye on promoting the next generation of leaders in run specialty, Jogology, in partnership with The Running Event, will present the inaugural Future Leader of the Year award to celebrate an individual who has been a driving force in the run specialty industry.
The Future Leader Award celebrates a person who not only excels in their role, but also inspires and mentors others, driving positive change and shaping the future of run specialty retail. The award will be presented during the Future Leaders of Specialty Retail gathering at The Running Event 2024 in Austin, TX.
Jogology’s brand ethos is to grow the running community in meaningful ways and to unite runners around the world and inspire community. Partnering with and supporting organizations within the running community is a key pillar of the brand. Through its REACH cause
platform and moral proposition, Jogology supports its community of store ambassadors who are the boots on the ground at retail and who make a daily difference in their local communities working in areas of need.
“We are honored to present this award to celebrate a leader in the run specialty retail industry who embodies Jogology’s core values,” says Tanya Pictor, co-founder of Jogology. “The Future Leader award honors someone who not only excels in their role, but also inspires and mentors others, fostering innovation and leadership in our industry.”
To support the Future Leaders initiative and the recipient’s ongoing growth, Jogology will present a $4000 cash prize along with $1000 in Jogology product for the store, which can be used for education, personal development or community improvement.
The self-nomination form allows
Talking about the Future
As The Running Event prepares for the Future Leaders of Specialty Retail event in Austin, Running Insight reached out to four retailers for their insights on what it takes to be a leader in run specialty and what they look for in the people they bring into their stores.
Amy Minkel
Owner, Fleet Feet Mount Pleasant, Summerville, Carnes Crossroads, and West Ashley
Why is developing leadership skills
so important in the run specialty industry?
In order to secure the continued growth of our industry we need to focus on attracting and retaining individuals who want to grow with us. Building a strong infrastructure of multilayer leadership within our individual businesses will allow us to contribute to the growth of the industry as a whole. We are not your typical retail stores, but a place that individuals can find a growth path to reach their personal goals while making strong contributions on the local level
candidates to highlight their personal leadership journey, achievements and future aspirations, giving a comprehensive view of why they should be considered for the award. Nominations close October 1.
Created by The Running Event and Switchback at TRE, Future Leaders of Specialty Retail encourages collaboration, innovation and career growth within the run and outdoor specialty industry. The group applies a forward-looking perspective and emphasizes the importance of engaging the industry’s future leaders.
Joining Future Leaders of Specialty Retail is an opportunity for individuals passionate about the industry and eager to contribute to its growth. This group is a space for specialty retail professionals to connect, access career resources, and advance the industry. Membership is open to all, regardless of role, experience level or geographic location. n
that can result in pushing the industry forward and keep us relevant all while making a difference in the lives of our customers on a daily basis.
How do you identify leadership potential
We look for certain qualities in individuals starting with the interview process. Are they curious? Asking questions about the “why” rather than just following instructions. Are they conscientious? Not just paying attention to details, but taking ownership
and responsibility even when mistakes are made. Do they show courage remaining positive and encouraging others to do so when faced with challenges? Are they authentic? Do they show humility and compassion in their interactions not only with customers but also with their teammates?
Are leaders born or are they developed?
Both. While some individuals naturally have certain personality traits that are more conducive to leadership, they need to be developed and challenged in order for them to truly reach their full leadership potential. Even if someone exhibits natural potential it has to be coupled with the genuine desire to lead, learn and fail forward.
Kelly O’Cadiz Chief Operating Officer, Pacers Running
Why is developing leadership skills so important in the run specialty industry?
Leadership skills are not just a catalyst for future success, but also a
personal journey of growth and development. Good leadership inspires and motivates team members to reach their potential, but it also empowers the leader to adapt to change and overcome challenges. The opportunity for growth and leadership training not only aids in talent recruitment, but also motivates existing team members to strive for their best. In a market where hiring and retaining talent is challenging, investing in an individual who shows potential is not just a strategic move but a personal commitment to their career advancement.
Several of our team members have gone on to hold various industry positions, often starting as brand Tech Reps and some moving on to influential positions ranging from global category directors and GM of International Markets. This cycle helps grow and strengthen the industry.
How do you identify leadership potential?
I look for individuals who excel in communication, are motivated and display empathy for others. A key influential trait is the eagerness to learn and the ability to share that knowledge with others. We have Customer Care Indicators standards to which we hold each employee accountable. When an individual not only exceeds their goals but can share their practices with others so they can succeed, that is an indicator of a good leader.
To submit a nomination:
https://dcforms.formstack.com/forms/jogology_nomination_form
Are leaders born, or can they be developed?
It is a bit of both. Some people may have natural leadership abilities, but leadership skills can be developed through training and experience. Providing an environment for employees’ access to mentors, education and opportunities for stretch assignments will give them the tools for developing new skills and knowledge. The managers I appreciated the most allowed me to try new things. If things didn’t go as planned, it would become an opportunity to learn and grow from the mistakes, which is a crucial part of leadership development.
Kris Hartner Naperville Running Company
Why is developing leadership skills so important in the run specialty industry?
Run specialty stores can’t do what they do without an incredible lineup of the best people in retail. If you want to maintain an amazing team and bring the best to your community, you can’t do it alone. A talented pipeline of leaders is the best way to ensure a strong future for our stores.
How do you identify leadership potential?
Most of our leaders have demonstrated a strong work ethic from day one. Combine that with a team mentality and they are easy to identify.
Are leaders born or can they be developed ?
Certain people are born to be leaders, but it takes a lot of development to become a great leader.
Ben Cooke President Marathon Sports
“It’s clear that some people are born with the right combination of characteristics that leadership seems
inevitable. It’s also true that leaders can be developed through training and opportunity. Unfortunately in many companies there are powerful cultural elements, just below the surface, that sabotage and suppress leadership development.” n
BACK-TO-SCHOOL AT TRE 2024
Education takes center stage at The Running Event next month. Here’s a sneak peek to help plan your schedule.
In these following pages presenters scheduled for the education program at The Running Event 2024, in Austin, TX, tell us what attendees can expect to take back to their stores if they attend their session. The education program takes place on Tuesday, Nov. 19, the day before TRE24 opens its doors. Plus there’s the Training Camp Theater right on the show floor during TRE and special events galore.
For even more details, check out the TRE24 Event Planner online at runninginsight.com
Turn any shoe into YOUR shoe in less than 3 min.
Session: How Can I Be a Better Buyer? Tuesday, Nov. 19: 1:30 p.m. • Speaker: Dan Jablons, Retail Smart Guys
Be a Better Buyer
The path towards greater profitability goes through better inventory planning. / By Dan
Jablons, Retail Smart Guys
If you are reading this, you are probably a good retailer. Your business is mostly healthy, you pay your bills and you have a good, loyal, customer base. That alone is a pretty great achievement these days, so congratulations on that.
But the world of retail is changing today. Much has already been written about online competition, vendors selling direct to consumers, multi-channel and more. While important considerations, they can become distractions from the core of the retail business, which is having the right inventory.
Sure, you have to keep up with technology and changing trends. You have to watch where your customers are shopping while trying to make the experience of shopping in your store a fun and exciting entertainment event.
As a retail consultant with an international client list, I have a unique perspective. I get to see how lots of different retailers operate. This enables me to see a variety of different ways that people operate and the outcomes of those operations. I see all the various things that people try and I carefully observe what happens.
The presentation I will bring to The Running Event is a summary of what I see the best performing retailers do, both nationally and internationally.
Here’s a quick sample. Most of you have
heard the word “turn” and how important it is to retail profitability. But how do you properly apply that statistic to your business? First, take a look at the chart on this page.
Understand ‘Turn’ and Its Meaning
Here’s what this chart is telling us. If a retailer is doing $1 million in sales per year, turning 2.50 times in a year, their average inventory is $240,000 at cost.
Now, what if we improved by just a half a turn? That would lower our average inventory to $199,000 and enable us to put $41,000 in our pocket. Speeding up the turn to 3.50 would put $69,000 in our pocket.
So, in those moments when you wish you had cash to hire someone new, or remodel the store, or pay for additional marketing, but don’t know how you can afford it, revisit this graph. This is your path to better cash flow.
How do you do it? You create a merchandise plan that properly forecasts your sales, forecasts your inventory and, perhaps most importantly, gives you an indication of where your inventory should be at the end of each season and/or accounting period. Knowing those numbers and following that plan is the path to financial success for any store.
How do you do create a path to better cash flow? You create a merchandise plan that properly forecasts your sales, forecasts your inventory and, perhaps most importantly, gives you an indication of where your inventory should be at the end of each season and/ or accounting period. Knowing those numbers and following that plan is the path to financial success for any store.
This is just one of five vital tips I’ll be sharing with you. Buying for retail is not easy. There is a lot to analyze, a lot to watch and a lot to do. Learn how what the best buyers in the industry do to improve sales, create more cash, grab market share and increase profitability.
Looking forward to seeing you at The Running Event 2024. n
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Session: Leadership Skills for Getting Your Team to Think and Act Like an Owner Tuesday, Nov. 19: 9:30 a.m. • Speaker: David Jones, The Excellence Advisory
Think Like An Owner
Compete with the ‘bigs’ by getting everyone to act like they own the place. / By
David Jones
There are few things more emotionally and financially rewarding to a store owner or leader than leading their store’s performance to worldclass levels. But performance that’s 100 percent, 200 percent, even 300 percent higher than it has been may seem out of reach to many independent or franchise store leaders.
Spoiler alert: it’s not.
The reason is, competing against online behemoths and big-box retailers with a mostly young, inexperienced and part-time workforce is not easy. Even franchisees are at a disadvantage when it comes to size and scale.
But what the less nimble more impersonal “bigs” can’t do is develop meaningful relationships with their customers through exceptional performance and service. Online transactions and impersonal bigbox experiences simply cannot outcompete well-run customer-focused independent run specialty retailers and franchisees.
But how do you become well-run? One key step is to get each team member to think and act like an owner.
‘Peak’ is Better Than ‘Mediocre’
Let’s be clear, peak performance is not easy to achieve. But, and this is a key point we’ll cover in detail, it is a lot easier than running a mediocre performing store. Mediocre stores deal with costly mistakes, hassles, drama and missed sales that highperforming stores have found a way to prevent or minimize.
If you want to lead your store to be highperforming, you won’t want to miss this Deep Dive workshop. Come early and get a seat up front.
Be prepared to interact and take notes. You will learn ways to get each member of your team thinking and acting exactly the way you would if you were in their position. Thus, achieving the great results you’ve always known were possible for your store. n
There
are few things more emotionally and financially rewarding to a store owner or leader than leading their store’s performance to world-class levels. But performance that’s 100 percent, 200 percent, even 300 percent higher than it has been may seem out of reach to many independent or franchise store leaders.
Spoiler alert: it’s not.
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We turn yesterday’s plastic bottles into certified, traceable, high-performance polyester for tomorrow’s footwear.
We’ve recycled over 40 billion bottles to date. Visit us at booth #554 to learn more about our latest technologies.
Session: Future-Proofing Your Business: Is Your Business Exit Ready?
Tuesday, Nov. 19: 1:30 p.m. • Speaker: Pete Mohr, Simplifying Entrepreneurship
Ready for the Future?
Having an exit strategy is as simple as preparing for the future. / By
As the retail landscape evolves, run specialty retail store owners face unique challenges in building and protecting their business legacy. Whether you’re gearing up for retirement, selling to a third party or passing the reins to the next generation, exit planning is crucial to securing the future of your business.
At The Running Event 2024, I’ll be diving into these critical aspects of exit readiness in my session, Future-Proofing Your Business: Is Your Business Exit Ready? As a fellow shoe store owner at Shoetopia and a Certified Exit Planner Associate with Simplifying Entrepreneurship, my focus is helping shoe store owners map out their next steps with clarity and confidence.
Why Planning Matters
A well-thought-out exit plan is not just for owners looking to retire tomorrow. Exit planning is simply good business strategy. It’s essential for any business owner who wants to maximize the value of their store and ensure a smooth transition, whether that’s in the next few years or down the road.
Without a plan, you risk leaving money on the table or facing operational disruptions that could jeopardize the future of your business.
Four Key Takeaways
Pete Mohr, Simplifying Entrepreneurship
business, regardless of your timeline for leaving. I’ll cover what makes exit planning different from regular business planning and how it sets the foundation for a more secure and profitable future. I’ll also explain why store owners need to start planning now — even if they’re not ready to leave yet.
operations and strengthening your brand. From inventory management to customer relationships, these are critical steps to ensure you’re ready for a profitable exit.
3. Explore Different Exit Strategies. There’s no one-size-fits-all approach to exiting your business. I’ll walk you through various options, including selling to a third party, family succession or even setting up an employee buyout. Understanding these pathways will help you make informed decisions about what’s best for your business, your team and your family.
1. Understand the Fundamentals of Exit Planning. You’ll learn why having a solid exit strategy is essential for any
2. Assess and Enhance Your Store’s Value. Maximizing your store’s value is the cornerstone of a successful exit. We’ll discuss practical steps to evaluate your current business worth and how to enhance its value by refining your processes, improving
4. Prepare Financially, Operationally and Emotionally. Exiting a business is about more than just the financial transaction. It’s a process that requires operational readiness and emotional preparedness. We’ll explore how to get your store’s finances in order, streamline operations and manage the emotional challenges that come with stepping away from a business you’ve built.
If you’re a specialty store owner wondering how to secure your business’s future, this session is for you. Whether you’re planning to sell your store, pass it on to family or keep it running while stepping away from daily operations, exit planning is key to preserving and growing the value of your business. Attendees will leave the session with a roadmap that includes actionable steps they can take right away to begin their exit journey. n
Photo by Nik on Unsplash
Session: Creating the Ultimate Retail Experience for Your Customers Tuesday, Nov. 19: 9:30 a.m. • Speaker: Holly Wiese, 3 Dots Design
Inspiring Retail Design
How to create the ultimate run specialty retail experience. /
By Holly Wiese, 3 Dots Design
What are the factors that contribute to the “ultimate retail experience” and what changes can you make in your store environment to provide this for each and every person who walks through your door? In my presentation, I will take a deep dive in to these concepts and will share ideas, inspiration, photos and very specific actionable items to implement upon returning to your store.
We’ll start things out by stepping back and taking a bigger picture look at what some of the most successful retailers outside of the running channel are doing to create incredible retail experiences. I’ll be diving into some of the technologies, design concepts and special features that excite retail customers around the globe
in these stores.
From there, I’ll share some ideas about where I think these trends are headed and what to expect in the future with the bigger picture direction of retail.
We’ll then come back to our specialty run channel and explore how these bigger retailers have influenced our retailers (and customers) and I’ll share how you can apply some of the same inspirational ideas at a smaller level, in your own store.
Every single aspect of your customers’ experience leaves a lasting impression on them, either good, bad or not memorable at all. Have you ever considered what the very first impression is that a new customer gets when they walk up to and then enter your store? We’ll talk about how those first few moments can turn a customer completely on, inspiring them to spend their money in your store or cause them to walk away in disappointment, never to return again.
And that’s just the beginning of the experience. Everything from lighting to signage to music, technologies, furniture, colors and unexpected special features in the store all build the excitement as shoppers navigate their way through the exploration of your retail space. It’s critical that every single moment of that journey enlightens your shoppers and piques their interest enough to want more.
We’ll talk about how, if the experience is fantastic even challenging categories such as apparel can provide great opportunities to excite
Everything from lighting to signage to music, technologies, furniture, colors and unexpected special features in the store all build the excitement as shoppers navigate their way through the exploration of your retail space. It’s critical that every single moment of that journey enlightens your shoppers and piques their interest enough to want more.
your customers and initiate unexpected sales. It’s an amazing thing that happens when a customer gets completely inspired in a retail space, whether it’s electronics, furniture, apparel or specialty run.
Once they’ve let their guard down and begin to view your store as an exciting place to explore, you’ve done it. You’ve won the battle. You’ve provided the experience that’s not only met, but exceeded your customer’s expectations and that is what I feel should be the ultimate goal of all retailers.
At that point, shoppers have settled into the space, they’re not turning back and they’ll be pulling their credit cards out quickly for anything that catches their eye.
I hope you’ll join me as we take this fun and interesting journey of exactly what it takes to provide this ultimate experience to your customers. n
Session: Developing Healthy Rep Relationships Tuesday, Nov. 19: 2:30 p.m.
Speaker: Parker Karnan, Karnan Associates
Start the Rep Conversation
Parker Karnan and his team look to start a discussion to improve rep-store relationships in run specialty.
In our industry, the sales rep often serves as the key contact point between stores and vendors. Both vendors and stores have expectations for their reps. Sometimes these expectations align; often they don’t. The past couple years there have been forums aimed at developing better communication between the two. For this communication to improve, all parties will need to come together and understand the expectations we have for reps from all sides. In this session, Karnan Associates founder Parker Karnan, along with industry faculty, will lay out the role of the rep in the eyes of both vendors and retailers. We will discuss ways that the specialty run industry can bring definition to what good looks like so that a healthy communication framework is established. Some of criteria
we will use to bring clarity to the sales rep role are listed below.
Duties of a specialty run sales rep include the following:
• Sales Growth: Growing market share, SKU count and adoption of key product launches.
• Product knowledge of vendor product and competitors.
• Program understanding: Discussing how stores can maximize profitability and leverage vendor programs to grow.
• Business Management: Understanding retail metrics and managing assortment and product flow to meet store objectives.
• Marketing Support: Boots on the ground for marketing events, set up, coordination, timing, collateral and event face time.
• Education: For vendors without a tech
rep force, reps lead product education at the store level to enhance sell-through.
• Administration and Organization: Managing orders, revisions, bookings, account requests, vendor initiatives, marketing launches, scheduling, organization and prioritization
• Territory Management: Prioritizing travel and workflow to cater to high volume stores while tending to other accounts with specific needs.
This session will serve as the beginning of a hopeful extended industry discussion where we collaborate to improve communication. If you see a potential in developing healthy rep relationships that benefit both vendor and running retailer and want to be at the front end of creating the solution, this session is for you. n
Session: Apparel in Run Specialty: Lessons Learned from 30 Years Tuesday, Nov. 19: 2:30 p.m.
Speakers: Tasha Heikkila-Adam and Daniel Greenhalgh, Skinny Raven; Adam White, RC Outfitters
Don’t Be Afraid Of Apparel
Get advice from experts who have been selling apparel at their running stores successfully for many years.
Are you scared of apparel in your shop? Feel like it’s too much to manage and/or merchandise? Fear not!
Regardless of your shop size, you can add some diversity to your product mix, curate a selection and provide a great shopping experience for your customers.
We want to dispel the fears around
apparel in run specialty by sharing ideas, insights and lessons learned over the past 30 years.
We have carried a wide variety of apparel ranging from run-specific and branded to lifestyle and fashion. Our goal is to share ideas to ensure success with the addition of products that can round out the shopping experience.
Key takeaways:
• Ideas for product selection for shops of various square footage.
• Tips on merchandising and buying to ensure success.
• How to utilize vendor relationships for a win-win strategy.
— Tasha Heikkila-Adam
The Winning Game of Pedorthics
A session on building and marketing a run specialty retailer’s sports and wellness enterprise.
The history of pedorthics is rich and the future is bright. Pedorthics plus People plus Product plus Purpose equals short and long-term profit In the retail footwear universe, “performance” footwear has become one of the major platforms for the entire footwear industry. Much of this success relies on trust that “performance” footwear will
help us navigate our lives pain-free. With all the features and benefits promised, the expectation is high.
The opportunity to offer and provide these benefits is global. The information is available. People are looking for a purpose in life. Selling a pair of shoes is a purpose when it helps improve the quality of people’s lives from the ground and floor up.
Who Are Pedorthists?
Have you ever wondered exactly what or who pedorthists are and what they do — and how they can benefit your run specialty store? Well, Robert Schwartz is ready to not only answer those questions, but also provide guidelines on how and why to add pedorthic skills and products to help expand many run-specialty retailer’s business.
Pedorthic education and training can enhance and reinforce corporate missions and goals. The outcome of greater customer outcomes produces more revenue, profit and growth. We are all aging athletes. As we age, we need skilled professionals to help us navigate our footwear journey painfree. Brick-and-mortar is dependent on it. Career advancement opportunities are growing every day.
People plus product plus purpose equal profit. Pedorthic education and training is a pathway.
Schwartz certainly has the credentials. Eneslow, founded in 1909 in New York, includes two retail stores, eneslow.com, and the Eneslow Pedorthic Institute (EPI). Through EPI, Eneslow has been training and educating retailers, healthcare professionals and consumers on the benefits of footwear, orthotics and shoe modifications when properly fitted, since 1995.
The Role of Run Specialty
Today, Schwartz is particularly excited about the future and potential growth of the pedorthic profession and as executive director of PFA, the voice of all pedorthists, he is leading the effort to increase pedorthists in America from 2000 to 20,000.
That’s where run specialty comes in.
The diabetic epidemic is causing millions of Americans to suffer from foot disorders that lead to ulcers and amputations. As a result, PFA’s mission is to
“Pedorthists are like Leonardo da Vinci creating their Vitruvian man with each client. Their goal is to improve balance, posture, alignment and gait with footwear, orthotics, shoe modifications and adjustments to improve fit and improve comfort and endurance. That’s why shoe retailers, physical therapists and many other professionals add pedorthics to their skills and credentials.” — Robert Schwartz
Session: The Winning Game of Pedorthics Tuesday, Nov. 19: 3:45 p.m.
Speaker: Robert S. Schwartz, Executive Director of the Pedorthic Footcare Association (PFA)
end footwear-related ulcers and amputations. Schwartz says he is seeing these customers in his stores and is eager to see more people trained in pedorthics so that PFA’s mission can be accomplished as soon as possible.
“As first responders at the fitting stool for people with diabetes and footwear-related ulcers and amputations, pedorthists and shoe fitters can help dramatically reduce this epidemic,” he explains.
Schwartz says that pedorthists practice a combination of art and science and no two practice the same way.
“Pedorthists are like Leonardo da Vinci creating their Vitruvian man with each client,” he sayss. “Their goal is to improve balance, posture, alignment and gait with footwear, orthotics, shoe modifications and adjustments to improve fit and improve comfort and endurance. That’s why shoe retailers, physical therapists and many other professionals add pedorthics to their skills and credentials.”
Profession Is a Practice
Eneslow and many other pedorthists operate retail brick-and-mortar enterprises, providing a large selection of footwear and related products for people of all walks of life who want pain-free living on an unforgiving flat planet in tight boxes that are shoes. “The profession is a practice,” he continues. “Learning comes from each experience and each person’s comfort and endurance needs are unique.”
What pedorthists learn and help solve are footwear-related
KEY TAKEAWAYS …
1. Pedorthics skills help address and solve a client’s needs, wants and desires. Becoming a pedorthist is a proven career and incomeenhancing formula.
2. Today, it is easier to enter the pedorthic profession. Schools are open to facilitate the process.
3. Proactively marketing your enhanced pedorthic skills, and ability to really help people improve quality of life, results in referrals and incremental revenue.
Note: The Pedorthic Footcare Association (PFA) will be holding the PFA SYMPOSIUM LIVE at the Austin Convention Center on November 18– 19 prior to and during TRE.
foot and ankle disorders that most people suffer from. When pedorthists sell shoes and related products, they are helping their customers overcome issues that prevent them from enjoying fully expressed lives and activities.
Schwartz’s presentation at The Running Event will focus on footwear solutions for their clients’ walking and running needs. Marketing at the fitting stool: dialog with each client to produce increased revenue, profit and customer loyalty. n
What’s New!
To whet your appetite for all of the new products at The Running Event 2024, here’s a sampling of what we found first.
Saxx Vibe Xtra Super Soft Boxer Brief MSRP: $34.00
Uganda Laugh by Chafed and Cranky Coffee MSRP: $18.00
Pingora Impulse Mountain Pack. MSRP: $140
Tick Mitt. MSRP: $19.99
Gamma Voltage 5.0 Pickleball Paddle MSRP: $99.99
Normatec Elite by Hyperice. MSRP: $999.99
Alwrld’s Fall 2024
Accelerated Collection
The running shoe Sneak Peek page (clockwise from top left): Brooks Glycerin 22 (MSRP: $165); La Sportiva Prodigio Pro (MSRP: $195); Alegria Revl (MSRP: $120); Norda 005 (MSRP: $325); Ryka Devotion X Max RS (MSRP: $119.99); Kizik’s Athens 2 (MSRP: $139).
Alter Ego Running Mountain Collection Cap
One More Thing ...
To get everyone fired up about The Running Event 2024 in Austin, here’s a look back at TRE23. More excitement ahead!
Discover Switchback at The Running Event 2024
NOVEMBER 19-21 | AUSTIN, TX
Switchback at The Running Event (TRE) delivers an in-person experience for outdoor specialty retailers to develop peer relationships and gain important business and industry insights–all while accessing the world’s leading outdoor and running brands under one roof.
Switchback at TRE 2024 will serve as a preview to the inaugural Switchback Spring, taking place June 16-18, 2025 in Nashville, TN.
Interested in joining us at Switchback at TRE?
Email info@switchbackevent.com , and a member of our team will be in touch.
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