Running Insight 2.11.2025

Rising Stars: Five award-winning women reflect on their journeys. Page 18

NEWSMAGAZINE RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM THETHE NEWSMAGAZINE FOR FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

MARCH WINTER 202516, 202

CELEBRATING THE WOMEN WHO RUN THIS BUSINE SS

Running Lab’s Toni Reese is one of the many influential women leading run specialty in 2025.

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25 WOMEN TO WATCH IN RUN SPECIALTY IN 2025 Ambitious, entrepreneurial and energized, these women are prepared to leave their mark on the run specialty industry in 2025.

By Danny Smith More so than most industries, running specialty is literally run by women – as retailers, brand execs, ambassadors and athletes. Compiling a list of the 25 Women to Watch in 2025 was quite the challenge for Running Insight editors and the following pages feature them and examines their roles in the upcoming year. These remarkable women – and dozens more like them who are running this business – will influence the business of run specialty and the lives of millions of people in 2025.

Joy Allen-Altimare • Melanie Allen • Kylee Barton • Burke Beck • Courtney Dauwalter Kathy Dalby • Monica DeVreese • Jenna Gawors • Robin Green • Christina Henderson Mary Beth Laughton • Andrea Lehmkuhler • Jen McLaren • Tina Muir • Bailey Ness Cathy Pugsley • Toni Reese • Megan Searfoss • Kiera Smalls • Molly Southern • Susie Stein The Terra Girls • Dani Tiltgen • Eileen Urtz • Parker Valby • Sarah Weihman On the front cover: The crew at Running Lab in Brighton, MI, gives co-owner Toni Reese a lift to celebrate her being one of the 25 Women To Watch in the Winter 2025 issue of Running Insight. The rest of the Women Who Run This Business start on page 4.

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2025 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email except for two print issues year. 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. Diversified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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25 Women To Watch in 2025 CATHY PUGSLEY =PR= Run & Walk JOY ALLEN-ALTIMARE Saucony

As Saucony’s new chief marketing officer, Allen-Altimare sits at the forefront of Saucony’s mission to enhance its relevance among runners and lifestyle consumers alike. Championing the unifying power of running, Allen-Altimare plans to fortify partnerships with organizations such as the Running Industry Diversity Coalition, Black Girls Run and Black Men Run. She’ll also look to leverage her 25-year career in brand innovation and consumer insights to amplify Saucony’s strengths while simultaneously exploring innovative growth opportunities to help the Wolverine Worldwide-owned brand gain market share in an increasingly competitive marketplace.

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TONI REESE Running Lab

Fresh off winning 2024 Best Running Store in America honors, Pugsley and her team at =PR= Run & Walk have no plans to slow down. The 10-store, Virginia-based chain Pugsley runs alongside her husband, Ray, is doubling down on grassroots marketing. It’s crafting efforts to heighten connections with the youth/high school market, the medical community, local companies and northern Viginia’s swelling Hispanic population.

From its 4400-square foot shop in Brighton, MI, Running Lab has emerged a run specialty retail force – and Running Insight cover model Reese, who co-owns the shop with Ken Larscheid, is an enterprising dynamo relentlessly convinced Running Lab can improve. A recent website overhaul, for instance, further boosted Running Lab’s online sales, which are now double the industry average. In 2025, Reese is focused on strengthening the Running Lab team and promises a career-building focus, including two new roles at the shop: a general manager and a staff member focused on medical outreach.

“Our staff are so good, they need more responsibility,” she says.

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25 Women To Watch in 2025

COURTNEY DAUWALTER ultrarunning athlete In ultra circles, Dauwalter is a magnetic cult hero celebrated for her long shorts, infectious smile and undeniable grit, but her star in the broader running world continues to rise, especially as sponsors put the energetic Coloradan front and center. Salomon, which recently extended its partnership with Dauwalter to 2029, has teased 2025 updates to its “Shortney” collection; Suunto released a “Dauwalter-ized” version of its Suunto Race S Titanium late last year; and Dauwaltermelon is now a staple in Tailwind Nutrition’s Endurance Fuel lineup. Dauwalter, meanwhile, has promised to “chase some more crazy in 2025,” a pledge likely to amplify her profile and her sponsors.

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25 Women To Watch in 2025

TINA MUIR Running for Real

JEN MCLAREN AND KYLEE BARTON Altra With McLaren (president, at top) and Barton (global head of product and merchandising) in place, Altra now has two women at the helm — an intentional move intended to brighten the 14-yearold brand’s rising star.

McLaren, who came over from Smartwool in Spring 2023, and Barton, a recent Altra hire after 20 years at Nike, are tasked to strategically appeal to Altra’s core fans while expanding its base. Expect that delicate balance to happen through purposeful updates to core styles, female-first product, expanded low-drop offerings, compelling collaborations and dynamic outreach via events and social media.

Since launching the Running for Real Podcast in 2017, Muir has hosted more than 400 episodes, amassed over six million downloads and championed running as a vehicle for social change. Her reach helped her earn a spot on the Running USA Board of Directors and her push to highlight the climate emergency has delivered compelling opportunities as well. As sustainability director of the World Athletics Road Running Championships in San Diego this September, she’s looking to replace the traditional fiishers’ medals with an alternative award crafted of local wood and designed by a local artist.

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25 Women To Watch in 2025

BURKE BECK Red Coyote Running and Fitness

KATHY DALBY Pacers Running

MELANIE ALLEN Brooks

Just before the close of 2024, Beck celebrated the opening of Red Coyote’s Norman, OK, location, its third store. Alongside her husband, Jon, she’s now helping steer a strategic reorganization to further empower both Red Coyote’s store teams and executive leadership. Beck’s also refining Red Coyote’s inventory selection, communications, product distribution, marketing and events, including efforts to engage more diverse audiences. Those efforts will be aided by Red Coyote’s place in the Run Collective, a group of running retailers focused on driving the long-term prosperity of independent run speciality, as well as its partnership with the Running Industry Diversity Coalition.

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As Brooks’ chief marketing officer since 2017, Allen has played a prominent role in driving the Seattle-based brand’s global reach over recent years, including last May’s launch of its “Let’s Run There” brand platform.

As footwear rivals aim to knock Brooks off its performance run perch, Allen will need to continue blending the art and science of marketing. She’s known as someone attuned to both data’s role in driving decision making as well as the creative and emotive content Brooks must unleash to connect with customers. Striking that balance will be vital to Brooks’ continued supremacy in the run specialty world.

The CEO of Pacers Running, the D.C.based chain of five running stores, Dalby is an energized industry leader. She’s a board member with the Running Industry Diversity Coalition and co-founder of empowerun, the upstart effort to connect female leaders in the running industry.

While empowerun’s popular annual retreat took a hiatus in 2024, Dalby says the connections and continued commitment to highlighting women in the industry remain — and she teases “aspirations to reconnect formally.”

“We know these connections are vital,” she says.

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25 Women To Watch in 2025 MONICA DEVREESE rabbit, Santa Barbara Running Company

ROBIN GREEN Hoka

JENNA GAWORS Confluence Running

With DeVreese leading the charge, rabbit is no longer the little apparel brand that could. Expect continued bold moves from rabbit in 2025, particularly as it relates to trail running. There’s a debut trail shoe – the High Country – launching this summer as well as new trail gear and the rabbit Trail Series, which will feature prizes and activations designed to engage and inspire. The California-based brand has also signed on to sponsor both the Leadville Trail Series and the Trail Society podcast.

Beyond trail, rabbit’s releasing a v2 of its Dream Chaser road running shoe this summer, updating its best-selling EZ Capsule with more inclusive fits and sustainable fabrics and returning to the Every Woman’s Marathon to build on last year’s sparkling inaugural event.

And, oh yea, there’s the continued success of her Santa Barbara Running Company retail store.

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Gawors, who co-owns four Confluence Running locations in New York, with her husband, Matt, will be active in 2025 beyond typical retail activities. Ever the entrepreneur, she’s investigating adding clinical sports psychology counseling to Confluence’s roster of offerings and remodeling an Airbnb site in Lake Placid that Confluence markets to out-of-town racers and shares with local charities. Gawors and her husband are also continuing to sharpen their Dynamic Footwear Specialist Certification, which the couple offers to other independent running stores as well as healthcare providers, personal trainers and others in need of continuing education credits.

Keeping the pace at one of history’s fastest-growing performance footwear and apparel brands is no easy feat, but that’s the task before Green in her first full calendar year as president of Hoka.

Innovation is sure to come with Hoka, both from updates to signature models like the Bondi and Clifton as well as new launches like the Mafate X trail shoe. Green, who spent 17 years at Nike before joining Hoka in February 2024, has spoken about staying humble and putting retailers at the center of Hoka’s business strategy.

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25 Women To Watch in 2025 CHRISTINA HENDERSON The Running Event/Running Insight

ANDREA LEHMKUHLER Point 2 Running Company

MARY BETH LAUGHTON REI C0-Op

This year promises to be a busy one for Henderson, the seasoned director of The Running Event (TRE). Not only is Henderson tasked to steer Diversified’s new outdoororiented show, Switchback Spring in Nashville (June 16-18), but she will also guide TRE’s move down the road to San Antonio in December. As TRE attendance soared to nearly 5000 last year, the familiarity of Austin bred comfort — for Henderson and her crew as well as regular show attendees. San Antonio offers more space and fresh opportunity for discovery to go along with the challenges inherent with any major change.

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In 2022, REI intensified its commitment to running as a result of surging category growth in its stores. The multi-year strategy called for a deeper product assortment, run-oriented training for staff and expanding partnerships to elevate the retailer’s stature in the running world. Driving that momentum will soon fall to Laughton, REI’s new CEO as of March 31.

Though Laughton comes from Nike and previously served as CEO of Athleta, she is no stranger to REI. She previously served on REI’s board of directors, which undoubtedly provided insight into REI’s long-term potential in performance run.

As the president of the Running Industry Association, a role she completed at the close of 2024, Lehmkuhler says she learned the value of clear, consistent communication — something she’s actively bringing to her two Virginia-based stores in 2025.

She plans to refresh Point 2’s social media channels with the help of her new community marketing manager and increase Point 2’s presence through initiatives like in-store events and group run programs.

“I aim to articulate our goals and vision clearly while remaining open to feedback and new opportunities for growth,” Lehmkuhler says.

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25 Women To Watch in 2025 MEGAN SEARFOSS CT Run Co.

MOLLY SOUTHERN Big Peach Running Company

KIERA SMALLS Running Industry Diversity Coalition

At the close of 2024, Searfoss brought uniformity to her four-store, Connecticut-based running store chain, rebranding Ridgefield Running Co. and its sister stores as CT Run Co. Now, Searfoss and her team, who won Best Running Store in America in 2022, are storming ahead in 2025. She touts plans to refine processes and procedures to enhance profitability and efforts to better align CT Run Co.’s online shopping experience with its in-store experience through thoughtful packaging, personalized notes and follow-up communication. CT Run Co. is also launching The Bridgeport Mile, seeking to revitalize racing in that Connecticut city.

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The RIDC’s first executive director, Smalls is geeked about the organization’s 2025 plans, which include celebrating its fifth anniversary. Smalls says RIDC will strengthen its core programming to advance employment and ownership opportunities in the run specialty marketplace and launch a new program called “Barriers to the Start” to get more people of color experiencing the joy and freedom of outdoor movement.

And after spending the final four months of 2024 recovering from her own surgery, Smalls is also itching to (literally) hit the ground running again and “reconnecting with the sport I love,” she says.

In addition to running Big Peach Running Co.’s Kennesaw, GA, store – the highest volume store in the 13-unit Big Peach system – Southern plays an instrumental role in the training of every new store manager and “Peach Partner” — and there’s been a lot of that lately. After helping to onboard new leaders at four Big Peach stores in 2024, Southern will support the opening of two new locations in the first half of 2025 as well.

“She leads more people, serves more guests, oversees more inventory and has more sitting on her shoulders than almost anyone can understand or imagine,” Big Peach owner Mike Cosentino says of Southern.

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25 Women To Watch in 2025

BAILEY NESS Cooldown In three years, Ness and her founding partner, Daniel Belk, have propelled Cooldown from a startup apparel brand with a complementary run club in Denver into a national name. Cooldown run clubs – hip and socially centered – will reach 20 cities by mid-2025, Ness says.

Meanwhile. Cooldown apparel, currently carried by Nordstrom and a few independent running stores, will continue expanding its product catalog, including introducing a winter line in 2025. A recent partnership with Altra featuring influencer and wellness retreats, photo shoot campaigns and other activations promises to elevate Cooldown’s profile even more.

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25 Women To Watch in 2025 DANI TILTGEN Fleet Feet

EILEEN URTZ A Runner’s Mind SUSIE STEIN Up and Running

A 2024 Store of the Year finalist, Up and Running will celebrate its 20th anniversary this fall. It can be challenging for a mature business to continue recording annual growth, but Stein isn’t backing down from the tough task. She plans to continue meeting customers where they are and making it easier for them to shop with their local running store by bringing Up and Running on the road to pre-season cross-country gatherings and school parents’ nights as well as hospitals and factories around her Ohiobased stores.

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Though a behind-the-scenes player at Fleet Feet, Tiltgen has been integral to where Fleet Feet is and where it hopes to go.

Over her nearly decade-long run as the company’s vice president of human resources, Tiltgen’s launched various efforts – a summer internship program designed to increase diversity at the brand and an employee resource group among them – to shape Fleet Feet’s culture and empower its expansion to nearly 100 company-owned stores. As the North Carolina-based enterprise approaches 300 retail locations – a figure it might top this year between franchised and corporate stores – Tiltgen’s continued HR stewardship will be central to Fleet Feet maintaining a community-oriented feel and culture amid rampant growth.

The general manager of A Runner’s Mind (ARM), which has two locations in California’s Bay Area, Urtz is excited about a 2025 in which ARM will celebrate its 15th year and look to build on its 2024 Best Running Store in American finalist nod.

“We feel we’ve moved into the established business zone and want to continue showing what makes us special,” says Urtz, who joined ARM in 2016.

Urtz touts plans to advance sustainability projects, including zero-waste races and partnerships with like-minded vendors, as well as an artist night featuring local race photographers.

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25 Women To Watch in 2025 SARAH WEIHMAN Paradis Sport

THE TERRA GIRLS Terra Running Company

Paradis Sport, which makes performance underwear for women, has been on a steady climb since Weihman, a practicing architect and former Ivy League athlete at Dartmouth, established the company in 2021. In 2025, Paradis appears poised for a breakthrough with its singular focus on addressing the needs of the female athlete, a growing athlete roster and surging brand awareness among consumers and running retailers alike.

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Brittany Katz (left), the owner of Terra Running Company in Cleveland, TN, and Tiffany Skinner, her trusty sidekick, lack neither energy nor ambition. In the first half of 2025 alone, Katz and Skinner will launch the Terra Book Club, begin the sixth season of their Terra Girls podcast, produce Terra’s annual Beer Mile, organize their Summer Sizzler Series and lead Terra’s youth running camp. Toss in new Terra-branded merch and a fresh crop of Terra Running Ambassadors and The Terra Girls more than prove their willingness to push the pace of what a local running shop can be.

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25 Women To Watch in 2025

PARKER VALBY athlete Valby enjoyed quite a 2024, winning four individual titles at the NCAA indoor and outdoor championships before earning a spot on the U.S. Olympic team and placing 11th in the 10,000 meters in Paris. Now, the former University of Florida Gator, who had an NIL agreement with Nike, is in the professional ranks and representing New Balance. Expect to see a lot of Valby in 2025, as New Balance will feature the photogenic blonde in various running and lifestyle campaigns

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Rising Stars The five recipients of the Brooks Rising Star Award – all women – reflect on their journeys. / By Carly Russo

A

remarkable thing happened as Rick Wilhelm, VP–U.S. specialty retail accounts at Brooks, was announcing the recipients of the brand’s Run Happy Rising Star Awards during The Running Event in Austin, TX, last November. All five of the recipients were young women —ALL FIVE. This accolade presented every year at The Running Event honors individuals within the run specialty retail industry who are pushing boundaries, challenging norms and shaping the future of the field.

The fact that all five recipients were women was remarkable.

Reflecting on this achievement, Wilhelm tells Running Insight: “As part of the selection committee for the Rising Star Award, we are always proud to spotlight such a strong group of individuals impacting the running industry, but were especially encouraged when we realized that all recipients this year were women. Seeing this group together is a testament that the industry is on a journey to having more women in leadership. I hope as store owners look to transition out to the next generation, we will see these women as the next generation of store owners.”

As more women continue to break barriers and make their mark in the field, it is clear that the future of the industry is bright and full of potential. With dedicated individuals like these Rising Stars at the forefront, the business can look forward to a more inclusive and dynamic running world for all. Here is a look into their journey and achievements in the running retail industry.

Lauren English, Chief Marketing Officer, Charm City Run, Cockeysville, MD English has a background that blends her expertise in marketing, communications 18

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Brooks’ Rick Wilhelm (left) congratulates the five recipients – all women – of the brand’s Rising Star Award during an emotional ceremony at The Running Event 2024 in Austin, TX, last November.

and public relations with her deep passion for running. Before stepping into the running industry in early 2021, English’s career spanned agency work and in-house roles across various sectors, including nonprofits, financial services, healthcare and higher education. She even founded her own marketing company, Maverick Marketing, named after her eldest son. Now, as CMO at Charm City Run, English oversees brand marketing for the company’s retail, training and event businesses, leveraging her creativity to promote something she genuinely loves.

English’s career trajectory has been anything but linear, yet her love for running has been a consistent thread throughout her life. After starting as a film production

major at Towson University, she initially pursued a career in television production before transitioning into public relations and marketing. From working at a global public relations agency to running her own marketing company and eventually becoming director of marketing at Goucher College, each chapter of her career added a unique dimension to her skillset.

It was during her time at Goucher that she discovered the marketing role at Charm City Run — a role that perfectly merged her professional expertise with her personal passion.

“I knew right away that this was going to be my actual dream job. It combined my background in marketing and communications with my passion for running

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Rising Stars (continued)

Lauren English says her “dream job” at Charm City Run combines her background in marketing with her passion for running.

and I was beyond thrilled when I was offered the position,” says English. “I think Brooks chose me as a Rising Star because I have always been nimble, hardworking and driven. I’ve also had several major life events that have challenged me to become the strongest version of myself.

I believe that is reflected in the work that I do and the person I am professionally as well as personally.”

Receiving this award brought immense joy to English, not only as validation from her peers but also as an opportunity to share her achievement with her two sons, ages 10 and four. This recognition has motivated her to strive for even greater excellence, both professionally and personally. Reflecting on her experience, she recalls challenges she faced in an industry traditionally dominated by men, often finding herself as the only woman in business meetings.

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“For the first few years, I was often the only woman around the leadership table. I would attend The Running Event and present our marketing plans and goals for the year and it was typically to a room of mostly men,” she recalls. “In the last year, I have started to notice a small shift and within our own organization, I’m proud to say that we have more women in leadership roles.”

Throughout her career, English has been fortunate to have mentors like Stephanie Coldren, her former manager at Goucher College. Coldren’s guidance and encouragement, particularly in moments of transition, have left a lasting impact on English, shaping her as a leader. Inspired by this support, English emphasizes the importance of women empowering one another in the running retail business. Her message to women entering the field is clear:

“We are making huge strides and we have to keep pushing the limits, using our voices and empowering one another.

Don’t be afraid to speak up in meetings, share your ideas and perspectives — the run retail business needs it, the world needs it.”

Liz Coleman, Footwear Buyer, Tortoise and Hare Sports, Glendale, AZ Coleman’s path to success in running retail is rooted in her ability to translate her past experiences into new opportunities. Before joining Tortoise and Hare Sports, Coleman spent 12 years as a middle school teacher, primarily teaching eighth grade math and some computer science. Today, she serves as the footwear buyer for the store, where she manages footwear orders and supports her team with product knowledge, ensuring they have the resources

needed to succeed.

Coleman’s transition into the running retail industry came at a pivotal moment in her life.

Feeling burned out and seeking a career outside of education, she took a summer job at Tortoise and Hare Sports, unsure of where it might lead. What she discovered was the value of her skills as a teacher – particularly her knack for asking effective questions and creating space for meaningful discussions – both on the sales floor and in the broader operations of the business.

“I appreciate that others could see things in me that I couldn’t see myself when I first started at the store. What I’ve learned as I’ve been given opportunities at Tortoise and Hare is that one of my highly valued skills in the classroom is one I take onto the sales floor and into the other work I do,” says Coleman. “I’m really good at asking questions and providing space for others to express themselves. I often ask questions that I don’t expect to have answers yet, because I want the resulting discourse to generate efficient solutions.”

Receiving the Brooks Rising Star award was a meaningful milestone for Coleman, symbolizing acknowledgment of her growth and the impact she has made in her role. She emphasizes the importance of hard work and perseverance, acknowledging that the most satisfying achievements often come from the most challenging tasks.

As a woman in the industry, Coleman has faced her share of challenges, including managing the demands of her role while navigating female-specific © 2025 Diversified Communications

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Rising Stars (continued)

A former middle school teacher, Liz Coleman transferred her ability to communicate when she transitioned into her role at Tortoise and Hare Sports.

health issues that are unique to her experience. She credits the compassionate and supportive ownership at Tortoise and Hare Sports for making accommodations on tough days, allowing her to bring her best self to her work. While gender dynamics in the workplace can pose their own set of challenges, Coleman views herself simply as a person with no problem speaking her mind.

Coleman credits mentorship as a crucial aspect of growth. She draws inspiration from Carole Kellerman and Sue Larson, two teachers who have shaped her approach to high-performance conversations and personal development. Additionally, Christine Pederson, the former GM of Tortoise and Hare Sports, played a pivotal role in helping her transition from teaching to 22

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retail, showing her how transferable her skills could be.

Coleman also credits Parker Karnan for sharing insights on improving operational efficiency and helping her apply aspects of her educational training to the business world.

To women entering the running retail business, Coleman offers a powerful message of encouragement: “The hard things we do are the satisfying things. It’s part of the reason I liked teaching math — the spark that lights someone up when they realize they understand is so cool. And it’s the difficulty that makes that light shine brighter. So we can’t be afraid to go out and do the hard things, they’re worth it. I know anyone who has crossed a finish line knows what I am talking about.”

Kristin Phillips, Director of Merchandise, Fleet Feet Chicago Phillips has been an integral part of Fleet Feet Chicago for the past decade, steadily carving her path in the running retail world. Her career began in 2014 as a part-time sales associate, but her determination and passion quickly propelled her into a full-time role.

Over the years, Phillips managed two suburban Fleet Feet stores, gaining invaluable experience in retail operations and leadership. Her skills and dedication eventually led to a transition in 2021 to the role of apparel and accessories buyer. Today, as the director of merchandise, Phillips oversees Fleet Feet Chicago’s buying department and Visual Merchandiser. Her responsibilities include managing the open-to-buy, fostering vendor relationships, coordinating the Chicago Marathon Expo and

collaborating with her team to curate an exceptional product assortment for customers.

Phillips’ journey exemplifies hard work and a deep commitment to the industry. She credits her success to her collaborative approach, innovative problem-solving and consistent drive to achieve both team and personal goals.

“Being selected as a recipient of the Rising Star Award is a reflection of my commitment and passion for the industry,” she tells Running Insight.

“Whether it’s collaborating with team members, finding ways to elevate our work or driving innovative solutions to challenges, I take pride in my work and strive to give my best effort to achieve our objectives as well as my own personal goals.”

While running retail has traditionally been male-dominated, Phillips is encouraged to see the landscape evolving. Her own

As director of merchandise at Fleet Feet Chicago, Kristin Phillips credits her success to her collaborative approach and consistent drive to achieve her goals.

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Lara Zacharewski believes that receiving this award alongside four other women is symbolic of the still-growing influence of female leaders in run specialty.

experience has been shaped by supportive and encouraging colleagues from both the retail and vendor sides of the industry. She is optimistic about the growing presence of women in leadership roles and views this shift as a promising signal of progress.

For her, the industry’s collective mentorship and collaboration have been instrumental in her professional development. She reflects on the many individuals who, through their advice and insights, have helped her grow as a leader and a teammate.

Phillips’ advice for women entering the running retail industry is grounded in the importance of community and self-growth.

“As women in the industry, it’s important we build a strong network. Share our experiences and empower each other, 23

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always push yourself out of your comfort zone and constantly challenge yourself both personally and professionally.”

Lara Zacharewski, Footwear Buyer, Gazelle Sports, Grand Rapids, MI Zacharewski, footwear buyer at Gazelle Sports, brings a blend of creativity and analytical expertise to her role. Growing up, Zacharewski had a passion for clothing and fashion, but she never imagined it could translate into a career. She devoured fashion magazines and admired the art of merchandising, but assumed her interest would remain a personal hobby.

It wasn’t until college that she discovered her love for working with numbers and data, which eventually led her to the retail industry. Zacharewski’s career

began somewhat unexpectedly, but her path became increasingly intentional as she found joy in the combination of art and science that defines successful buying.

After leaving her role at Nordstrom in 2023, Zacharewski embraced an opportunity to return to the running industry, taking on the role of footwear buyer at Gazelle Sports. Her current responsibilities include inventory strategy and planning, product assortments, purchase orders and overseeing inventory for all seven store locations.

She also fosters strong vendor relationships and supports store teams with her expertise in buying strategy and product knowledge.

Zacharewski’s career in the industry began during her college years at Michigan State University, where she worked at Playmakers in Okemos, MI. “I quickly became fascinated with the business from my time on the sales floor and wanted to learn more about retail buying and merchandising,” she says.

“I asked to shadow the women’s apparel buyer for the following summer as an internship credit for a class. My internship never truly ended after that and I transitioned from learning to buy apparel to buying lifestyle footwear during my senior year of college.”

Her early experiences showed her the impact of dedicated mentorship and ignited her passion for specialty retail. After moving to Seattle, WA, to work in Nordstrom’s buying office, Zacharewski gained invaluable insight into large-scale teamwork and strategic processes.

However, she missed the closer connections and autonomy

found in specialty retail and decided to return to the running industry, bringing with her the lessons learned from her diverse experiences.

Bei ng na me d a Bro ok s Rising Star was a milestone for Zacharewski, affirming her place in the industry despite her relatively short tenure.

“With various roles held in the past five or six years but not a lot of longevity or history in any one place yet, it can be tough to feel settled. Receiving this award feels like I am solidifying my personal place and role,” she says. “More importantly, receiving this award alongside four other women is the most meaningful of all and is symbolic of the still-growing influence of female leaders in this industry.”

Yet, the path was not without its challenges. Transitioning from apparel to footwear buying was an adjustment, as she entered a category that was even more male-dominated. At times, she felt her ideas and perspectives, shaped by her identity as a young woman, were undervalued or misunderstood.

Additionally, during her early career she faced the challenge of isolation, lacking a broad network of female colleagues to share experiences and insights.

However, with time, she has formed meaningful connections and relationships with other women in the industry who have offered inspiration and support.

Mentorship has played a vital role in Zacharewski’s growth.

From the leadership team at Playmakers, who nurtured her curiosity and ambition, to her first female footwear buyer sup er visor at Nordst rom, Zacharewski has been fortunate © 2025 Diversified Communications

Rising Stars (continued)

Seeking a career that aligned with her passions, Jenn Urban has found Fleet Feet Nashville to be not just a workplace, but her extended famiily as well.

to learn from strong mentors.

Now, at Gazelle Sports, she thrives in an environment led predominantly by women.

Working with an all-female buying team and collaborating with leaders who empower each other has strengthened her belief in the value of community and collaboration.

Zacharewski’s advice for women entering the running ret a il is si mple: “St aying curious and being open to all opportunities is key for seeing true self development and momentum. It takes a lot of personal strength, grit and hustle to find a place anywhere and it’s important to share your perspective, demonstrate your passion and ask questions that have not been asked before. I do believe that will help pave the way for not just you, but for the other women who will follow behind you.”

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Jenn Urban, Director of Human Resources, Fleet Feet Nashville, Nashville, TN Urban’s career at Fleet Feet Nashville began nearly 20 years ago and has flourished through her dedication and passion for people. Over the years, she has embraced a variety of roles, from delivering customer service and coaching running groups, to purchasing product lines and stepping into leadership positions.

Her pursuit of growth didn’t stop there — while working, she completed her Master’s Degree in social work, which shaped her perspective and opened doors to a non-profit workforce development role. Additionally, earning her SHRM-CP certification has been instrumental in her current role as a Human Resources leader, where she focuses on cultivating organizational culture

and supporting Fleet Feet’s talented team.

Urban’s entry into Fleet Feet came at a pivotal moment in her life when she sought an environment aligned with her passions. She initially entered the running retail world with little knowledge about the industry, but with a love for running and a desire to contribute to the community.

“When I first found Fleet Feet, I was burned out and stressed out of my Monday through Friday job. When it comes to employment, I have always pursued fields that align with my passions. That’s what led me to Fleet Feet,” Urban recalls.

“I didn’t really know much the running industry at the time. I certainly didn’t know that someone could have a career working in run specialty. I only knew that I loved running and Fleet Feet seemed like an incredible place to work and be able to support the community. Lucky for me, the people I worked with and the community we served quickly became my family.”

O ve r t i m e, F l e e t F e e t Nashville became not just her workplace, but her extended family. With countless opportunities to grow and develop professionally, Urban attributes much of her success to the people and mentors she has encountered throughout her career. Whether it was leading training and onboarding during challenging times or helping employees recognize their potential, her contributions have had a meaningful and lasting impact.

Receiving the Brooks Rising Star Award was an honor that reinforced her dedication to creating a supportive environment

for future industry leaders.

Urban takes pride in both her role and her place within the running industry, a field she notes is filled with inspiring people and strong opportunities for growth. Her experience as a woman in the business has been overwhelmingly positive, bolstered by the influence of Fleet Feet Nashville’s female ownership and the franchise’s roots in female leadership.

Mentorship has been another key factor in her success, with figures like Christi Beth Adams, owner of Fleet Feet Nashville, and Jeff Wells at Fleet Feet Richmond, providing guidance that shaped her career. Adams’ passion for lifelong learning and people-first leadership, coupled with Wells’ expertise in creating outstanding customer experiences, have left an indelible mark on Urban’s approach to her work.

Urban’s advice to women entering the running retail industry is to stay curious and proactive: “The running industry provides a wealth of opportunities for people with a passion for serving others and a willingness to roll up their sleeves. It is full of creative leaders with vision who love mentoring and helping others realize a goal.

It’s also a great place to learn and gain experience while on the job. If you have an interest in a particular type of work, don’t be afraid to reach out to someone, whether it’s a store owner, a store employee or an employee of a running brand.

You’ll likely find someone who can offer you advice or make a referral to help you on your path to reaching your goals,” she said. n © 2025 Diversified Communications

A Run With ...

Sharon Barbano Insights from a life of running. / By Cregg Weinmann

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ne of the most critical roles in the success of running shoe brands is getting that brand’s message out clearly and completely. Communication won’t make a bad shoe good, but a lack of it can shoot down the success of a great shoe.

Sharon Barbano is one of the best in the business in 2025 and Saucony is benefitting from her expertise as an effective communication professional. To tell her story, Running Insight sat down with Sharon for a virtual chat, from coast to coast, California to Massachusetts.

How long have you been with Saucony?

What is your current role?

I’ve been on an incredible journey with Saucony for 25 years. Currently, I serve as a consultant and advisor, working on special projects for the brand. The best part is that I continue to learn about this industry from Rob Griffiths, our global brand president, and Joy Altimare, our CMO. This role not only allows me to contribute to Saucony’s 126-year legacy, but also helps me maintain the invaluable, long-term relationships I’ve built with talented writers and editors in our close-knit industry.

Let’s talk about your journey. How did you become a runner?

In seventh grade I tried out for the girls’ basketball team. My hand-eye coordination was practically non-existent and instead of executing graceful plays, I ran up and down the court, chasing after the ball and the other players with ridiculous enthusiasm.

That doesn’t sound too promising.

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Sharon Barbano has been an integral part of the Saucony team and events for many years.

When the time came for the coach to announce the roster, I learned I hadn’t made the team. Yet, instead of disappointment, her words struck a chord with me. She praised my stamina, noting that I could keep running without any signs of fatigue. Intrigued, I rushed home and looked up the word in the dictionary. It defined stamina as “the ability to sustain prolonged physical effort.”

At that moment, I felt a sense of clarity wash over me. There it was — my label.

I embraced it wholeheartedly: I defined myself as a runner. And now I had a purpose.

So you started running?

During the 1970’s, running track or cross-country was pretty much unavailable for girls in school. Although I played lacrosse and field hockey in college, I would run on my own in the evenings.

After graduating and moving back to New York, I became actively involved with the New York Road Runners Club, joining a women’s team and coaching running classes for the club.

You certainly had some memorable moments as a runner.

My running journey took me to the first

© 2025 Diversified Communications

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A Run With Sharon Barbano (continued) Women’s Olympic Marathon Trials in 1984. This past year has been particularly significant for women’s running, as we celebrated the 40th anniversary of those first Trials. I had the incredible honor of being one of the pioneering women who stood at the starting line of that race. Before then, there was no official women’s marathon category in the Olympics, a glaring omission that denied countless talented female runners the recognition they deserved. In the years leading up to 1984, those of us who dared to run were often met with social stigma and even outright aggression, like the challenges faced by Kathrine Switzer during the 1967 Boston Marathon. Yet, we banded together and shattered the barriers that had held us back, sparking a revolution in women’s running that, even after four decades, continues to evolve and strive for equality.

to inspire others, encouraging them to embrace their own running journeys.

And your Saucony story?

When I joined Saucony over 20 years ago, I took on the incredible opportunity to build the PR department from the ground up, as a team of one. Instead of seeing the absence of an agency as a limitation, I recognized it as a challenge to rise to. What truly drives me is my unwavering passion for this industry and the running community.

What created your opportunity to work with Saucony?

Before Saucony I had been in the industry for a while, working with other brands, including Reebok. Nearly 25 years ago, I took my first leap into the Saucony world when Brian Moore, now the chief product officer at Saucony,

Barbano’s early career in black and white. Above, running a men’s intramural cross-country race at Gettysburg College in 1975. Women weren’t invited. But she ran. Below, winning the 1979 Finland Marathon.

How did you get into PR? Public relations have always been instinctive to me. Growing up in the world of our family’s restaurant business, I was immersed in a culture where effective communication and genuine relationship-building with customers were paramount.

The bustling atmosphere taught me not just to interact, but to connect on a personal level. As my running career blossomed, I embraced opportunities as a media spokesperson for several fitness-related brands, sharpening my gift for storytelling.

This role also allowed me to weave together my passion for running with my ability 28

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© 2025 Diversified Communications

hired me for a women’s product position. Thanks to Brian, I was given the opportunity to learn more about running shoes than I ever thought possible. Since then, we’ve both been sprinting through this industry together.

What is the first thing you think about in the morning?

Gratitude. What I’ve learned through my life is this: What matters most is the passion that ignites you each morning when you rise. It’s about nurturing a positive mindset, radiating energy that fills the room and embodying the deep conviction you hold in your pursuits.

If you are seeking happiness, I encourage you to explore your unique talents, strengths and values. Once you identify what you excel at, seek out work that not only aligns with those things, but also fuels your enthusiasm and purpose.

Embrace the journey of finding fulfillment in what you do.

What are the biggest changes you’ve seen in running and the shoe business over your career?

Hands down, innovation.

At Saucony, it plays a crucial role where the mantra “innovate to elevate” reflects our commitment to enhancing the industry, our brand and, ultimately, the running experience itself. Today’s runners increasingly seek shoes that offer maximum cushioning and exceptional energy return. Everyone wants to go faster. The introduction of superfoams such as PWRRUN PB has revolutionized performance for elite athletes and everyday runners alike.

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Another evolution is how running shoes have gone from their original purpose to become the classic and retro-tech styles that are now leading today’s streetwear culture. Additionally, we continue to witness notable shifts in the running landscape, including the continued rise of women’s participation, increased interest in trail running and a significant emphasis on sustainability.

Do you still run? How far did you go this morning?

I still run! This morning, I ran four miles on our local trail. However, I like to mix things up: one day, I’ll run; another day, I’ll go mountain biking; on some days, I’ll focus on strength training; and in the summer, I enjoy ocean kayaking.

Current events for Sharon Barbano: Above, announcing Boston 10K for Women. Below, interviewing Meb Keflezgi, Olympic Trials, New York and Boston Marathon champion, for a Boston Marathon broadcast.

Are you involved in the sport in other capacities?

I’ve had the opportunity to serve as the broadcast race analyst for many of the country’s top running events, including the Boston, Chicago, Los Angeles and New York City Marathons.

Currently, I am the race announcer for The Every Woman’s Marathon and the Boston 10K for Women. I am also a founding member of the Board of Directors of the Saucony Run for Good Foundation, established to help combat childhood obesity. As we approach 2025, the Foundation is poised to celebrate its 20th anniversary, marking nearly two decades of impact within our communities. n © 2025 Diversified Communications

HEAR THIS NOW!

In their own words: 12 women elevate the run specialty retail game in 2025. / By Tom Griffen

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un specialty is rich with talented women who shape the professional and innovative landscape of the industry. As they deftly reimagine their roles as owners, outfitters and everything in between, run specialty’s women craft more diverse and equitable retail environments.

When safe and supportive spaces are intentionally carved out so that women and other underrepresented groups may thrive, everyone wins. Here are 12 voices of women across America who are making a tremendous impact on specialty run.

Their stories, expertise, insights and their perspectives are what will allow us to collectively take the run industry to the next level. Give them a listen.

LAKEYA RICHARDSON True Grit Running Company Fort Smith, Arkansas I have been with True Grit Running Company for three years. My official role is floor team member. When I stated working here, I was going into my senior year in high school. Now I am a sophomore at the University of Arkansas at Fort Smith, where I’m majoring in social work.

As for running, I have been at it since third grade. In high school, I did various events including the 100m, 200m, 4x1 relay, 4x2 relay and long jump. I really enjoyed the thrill of the 100m start. Pushing off of the block and using everything I have to thrust my weight the correct way in order to conserve energy towards the end of the race. These days I enjoy working out and doing short-distance sprints in order to relive my early running days.

Working in a running store and learning from long-distance runners is really helpful to my short-distance mindset. I enjoy the 30

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LAKEYA RICHARDSON little tips and tricks I have learned along the way.

I first started in run specialty because I was curious about it. For most of my

life, even as a track runner I really had no idea running specialty existed. The idea of having a store to go to where a welltrained staff could assist with my running

© 2025 Diversified Communications

needs was really mind boggling.

I wondered, “Where has this place been all my life?”

What keeps me in the industry is the focus on education. Not only educating both veteran and newer runners, but also educating myself. I like to learn about new shoe technology, advances in running gear and clothing and even about brands as they come up with something different. Education is what keeps me coming back.

Some of the challenges that come with being a woman in the run industry have to do with being underestimated or diminished. My age may also be an obstacle, too. This is often evident when trying to teach customers about shoe size, gait and even stability categories.

Let’s say, for example, I’m helping an older runner who happens to be in pain. Though I’m trained to ask specific questions, they may grow agitated by my inquiry and dismiss my efforts even though I am trying to help. Instances like this make me want to work harder. I want to prove I am capable. As a young woman, I believe it’s a must to stand own my own two feet in the midst of difficult circumstances. I am capable of doing so.

I think the running industry would be more inclusive if it focused on teaching the benefits of running. Whether someone is younger, older or of any body size, it is important to be active and keep the body in motion.

Even the smallest distance is worth something and highlighting this fact boosts inclusivity.

Melissa Vitale, the store owner of True Grit Running Company, is one of my role models. Also, Lorri Armstrong, the manager 31

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and director of medical outreach, and Tulsa House, our marketing director. These women not only changed my perspective of running, but they make me realize how running can be a forever lifestyle. They are perfect individuals for me to look up to, and I couldn’t have asked for a better female team. They have left a mark on me, both growthwise and employment-wise. I can’t thank these powerful and talented women enough for how they have contributed to my life and career.

JENNIFER THOMSON Pacers Running Arlington, VA I am the store manager of Pacers Running Arlington and I’ve been at Pacers for three years, starting as a fit specialist in September 2021 and shifting to store manager in March 2023.

When I applied for a job at Pacers, I really didn’t know what I wanted to pursue. I just knew I was passionate about running. I shopped at Pacers when I ran distance events competitively in high school, so I figured it would be a good fit for me to test out a new career path. I’ve since learned that I love working with runners who are just getting into the sport. It’s also been great to experience the engaging and supportive running community in the Virginia/D.C. area.

Being in the industry as a woman can be challenging. In some meetings, I notice I am the only woman in the group. We have a strong female presence on leadership at Pacers, but the run industry overall is still male dominated. While I feel confident about my contributions to those group settings, it can be

JENNIFER THOMSON intimidating.

In professional settings, sometimes women can feel hesitant to speak up because we don’t want to be perceived as too direct or disruptive. I try to make sure my voice is heard by always raising my hand when I feel the instinct to share and not being afraid of talking too much. For those who have a tendency to keep their voice quiet, it’s helpful to remind yourself that there’s a reason you were invited to the table, so your thoughts are worth sharing.

There is opportunity for run specialty to be more inclusive.

Sometimes people assume if they can’t run a fast 5K or do a marathon, they’re not “real runners.” During my time at Pacers, I’ve appreciated that we enthusiastically help marathoners, walkers, joggers and everyone in between. If this attitude was more widespread throughout all

running stores, people would be less intimidated to walk through our doors.

Our role in the industry is to educate the customer on our products while listening to the story of their running journey.

We’re not here to tell them, “This isn’t for you!” based on our own assumptions about their experience or fitness level.

It’s up to us, as an industry, to create a space where runners of all levels feel encouraged and represented — we can do it with more welcoming marketing materials, a wider range of size offerings, and social opportunities focused on building community rather than harvesting competition.

As for my own personal running aspirations — I’ve enjoyed running a couple of half marathons and someday I’d like to break two hours in that distance.

Wish me luck. © 2025 Diversified Communications

Hear This Now! (continued)

ADDISON SALLOWS

MIEKA PRATT

MIEKA PRATT Rush Running Company Fayetteville and Bentonville, AK I am a sales associate at Rush Running, where I’ve been on staff for four months. Prior to working here I worked as a classroom paraprofessional at a behavioral health school.

I have been a runner for many years. It’s been a crucial part of my life since high school and

also has been an extremely important part of my healing journey. Running has helped me deal with my own trauma, my anger with injustices in various systems and also a way to process the world around me.

Alongside other things such as my faith, counseling and good community, running has been a catalyst for seeing growth in myself.

I work in r un specialty because of the many benefits running gives to me and the people around me. I love being able to share my love of running with others and empower them in their own unique running journey. The resulting community is what keeps me going.

And here in Northwest Arkansas our community is strong.

As a woman of color in the industry there are some challenges. I can’t speak for all women of color, or all women in general, but one of the challenges I face is that of representation. It seems there are

© 2025 Diversified Communications

ADDISON SALLOWS Legends Running Shop Angola, IN I’m a salesperson at Legends Running Shop, where I have been on staff since April 2024.

The main reason I work in run specialty — I run. I am not, however, a competitive runner. I found my love for running through soccer. This fall I’ll begin attending Indiana University South Bend where I’ll play midfield on the soccer team.

Another reason I work in run specialty is because I enjoy the environment. I especially like the people I am surrounded by.

People with common aspirations and hobbies. Together we represent all different levels of athletes — runners and non-runners. We range from marathoners (like my boss Randy), to those just starting out (like I used to be). Everyone starts somewhere.

Also, I have made the most amazing friendships while working at Legends. I never 32

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would have met these people if it weren’t for our shared interest in running. We aren’t just a store — we’re a small community.

I believe the challenges that women face in the running industry are mainly related to safety. I love running outside and on trails, but you will never catch me running on a trail alone. I always ask one of my friends to join me because I’ve seen far too many news stories about women running alone. I also refuse to run at night or very early in the morning because it’s harder to be seen. While these issues are widely recognized, they remain problematic. They are likely something that men don’t often think about while doing the same activity.

S o m e r u n n e r s, my s e l f included, are too scared to join run clubs or attend events because they’re worried about what others will think. What I’ve learned from working in the run industry is that no one is

going to judge you for running, no matter how slow or inexperienced you are. At least you’re getting out there and trying. It takes commitment and as long as you have that you’ll improve over time.

I aspire to continue to keep running so I’ll stay in peak shape for soccer season. Also, I love being able to do something that many people won’t take up as a hobby. I believe only a small percentage of people run and to be able to say I am part of that small percentage means something.

Hear This Now! (continued) few women of color represented in the specialty running world.

Over the years I have done my own looking around to find running organizations that support women of color. There aren’t very many. Black Girls Run is one and I love everything they are doing to elevate Black women in the running community. I hope that by being in the industry I’ll learn more about such organizations so I might help elevate them. I want to support organizations that support women – women of all races and body types – who want to run and be active.

There are many things that could make the running industry more inclusive for all women.

It’s important to advocate and empower all people to run and I honestly think this could be addressed on multiple different levels. For example, having running clothes for all body types and sizes, including people of color and various-sized people to promote brands, and highlighting less represented athletes, in general.

Such choices will elevate women of color to be on the same playing field as others. I believe that when one person rises, we all rise together. And when we do, we build a stronger running community.

Right now my personal aspiration is to run a half Ironman.

I had my hopes on completing one in 2024, but severe weather on race day deferred the event to this April. Wish me luck.

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KAT VILLEGAS industry more inclusive. More women owners, managers and participants might help level the playing field. Plus, women in leadership positions will naturally bring more women in, too.

As for my own r unning aspirations, my goal is to train consistently so that I can still run a handful of half marathons every year when I’m 70. I just want to keep moving.

KATE MCCREA Falls Road Running Store Baltimore, MD I’ve been at Falls Road Running Store since August 2022. There’s not really an official title for my role, but I am considered a sales associate or shoe geek. I am also our social media and marketing coordinator.

This type of work environment

© 2025 Diversified Communications

KAT VILLEGAS Red Coyote Running Oklahoma City, OK I am the assistant store manager at Red Coyote in OKC. I’ve been here for 18 months. Prior to 34

coming on board at Red Coyote I worked more than two decades in retail and then at Oklahoma City University in the student accounts department for a number of years.

Becom ing a r un ner has changed my life. Since I started running about seven years ago, I’ve changed both physically and mentally. Working in an office for so long really help me put on extra weight. I wasn’t moving around much. My coworkers mentioned the newbie program at Red Coyote and I gave it a try. I fell in love with the community and the overall feeling of accomplishment. Running helped me remember that I can do hard things.

I wanted to work in run specialty because I was attracted to the possibility of helping others fall in love with runn i ng, too. I wa nted to be able to help others become and stay active. I wanted to help them find the best possible shoe, insole, sock and apparel options. Working at Red Coyote has allowed me to do this and so much more for customers and the community. Being here makes me feel like I am a part of something bigger.

There are challenges that come with being a woman in the run industry. A lot of male customers prefer to be helped by other males, which makes it difficult to show that women can be just as knowledgeable.

To counter this, I just keep on talking. I give customers all the information I have. When I do this, customers typically settle in and we move forward from there.

Having more women join the industry would help make the

KATE MCCREA is right up my alley. My degree is in business management and graphic design and my background is in retail management.

I’ve always been drawn to the idea of every day being a little different than the last. I also enjoy talking to different people all the time.

I was born with a birth defect — an unfused medial malleolus accessory ossification center 35

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in both of my feet. Basically, I came into this world with extra bones beneath both of my ankles that needed to be removed.

These days I can barely feel my right foot at all, so I relate well to people who are a challenging fit. Being able to help with creative solutions for pain is very rewarding to me.

I haven’t experienced too many challenges with being

a woman in my current role, but that’s not to say I haven’t seen it in the running industry as a whole. In high school, my track coach was openly against women running track. He said females shouldn’t race. That we’re “too slow once we develop hips.”

Falls Road has taken action to be more inclusive by doing a few things. We’ve become an official Baltimore County Safe Space. Anyone who feels they are in danger can seek refuge in our store without judgement or harassment.

We also query attendees of Ladies’ Night Track sessions with polls and inter views to make sure everyone feels included and represented. As a result, we are currently workshopping a slight rebranding of the session because our nonbinary athletes do not feel like the term “lady” resonates with them.

Additionally, we partner with Marian House in Baltimore as often as possible. Marian House is a domestic abuse center that helps women and children in domestic abuse situations get back on their feet and improve their lives.

We try to run with as many Baltimore running groups as possible to better understand what our community members want and need from us, both as a running store and as an ally in the local community.

Running should be for everyone, no matter what. Period.

My personal running/fitness aspirations are simply to have fun and to continue to challenge myself. By running multiple half and full marathons, I’ve already proven to myself that I’m more capable than I ever thought I’d

be. So now I just try to focus on enjoying the ride. Sure, I’d love to get a new personal best in my next race, but the fact that I get to run and race is the real reward.

I’d like to give a shout out to my older sister, Laura. She may or may not know it, but she’s the reason I started running in the first place. In true younger sibling fashion, I wanted to be just like her, so when she went out for track and field, so did I. The same thing happened later in life — she ran a half marathon and my competitive spirit got the best of me. So I ran a marathon to say I did it before her. The rest is history.

JENIECE JAMISON Run For Your Life Charlotte, NC I am a fit specialist at Run for Your Life’s University location.

My one year anniversary is in February.

I’m a late bloomer to run specialty. I was in my early thirties when I first took a part-time job at a local Asics outlet. I did it to build my savings while I was in the process of buying a home. I enjoyed running as a hobby, so I thought why not let it be my side hustle. But I ended up liking the work, so I stayed with it for a year before going to RFYL for a more local feel.

I like the small business atmosphere at RFYL. I look forward to working with customers on a one-on-one basis.

It’s these customers and my fellow staffers who keep me coming back. I love our crew and the atmosphere we’ve built in our neighborhood. I grew up in University City, so it feels great to be able to serve my home community. I enjoy © 2025 Diversified Communications

Hear This Now! (continued)

JENIECE JAMISON

RACHAEL KVAPIL

helping people begin their active lifestyle, or stay motivated on their respective journeys.

Fortunately, as a woman in the running industry I don’t get a lot of pushback from customers or management. Our neighborhood is very diverse and I believe that helps customers feel more comfortable during their fit. Plus, I work with a great team. Special shoutout to Windy Karis. I couldn’t ask for a better leader in our store. She’s been super supportive since day one. She’s helped me learn so much about the fit process.

I have heard from other runners of color, especially women, that they don’t feel welcome at large running events. I have an additional role as a Charlotte Marathon ambassador and my goal is to help people go after their goals no matter their race, gender expression, background or running ability. Hopefully, just seeing my face (or better, having a conversation) at an event, in the store or at a race expo helps others make that leap.

Charlotte has a large Black/ 36

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African-American running community. Mad Miles, a superinclusive group, is doing great work. Latinos Run Charlotte is also getting the community engaged. It’s about building on this momentum and continuing to push inclusivity.

This year I’d like to improve my half marathon time. I’m hoping to run a 2:30 at The Race in Atlanta in October. My first half was great, but I caught a calf cramp in my second one (I still finished), then got hurt during my third build up. So right now I’m working hard in the weight room. I hope to reintroduce speed work soon.

Also, since I recently completed an 8K pain-free, I’m going to send a thank you note to my PT at Atrium Health for helping me finish.

RACHAEL KVAPIL Frosty Feet Running Company Fairbanks, AK My name is Rachael Kvapil.

I am the marketing manager at Frosty Feet Running Company.

Kvapil is my married name and

Czechoslovakian in origin. My maiden name is Bermudez, which is Spanish. Most people, especially Czechoslovakians, look at me and know there is no way I’m Eastern European.

But few people guess accurately that I’m Mexican.

I officially started working at Frosty Feet in 2020 when the store opened, though I worked with the owner, Stacy Fisk, at a different store for several years before that. Basically, I’ve been involved in the business from the moment she decided to open in 2019.

Stacy mentored me on gait analysis and nutrition options.

This education enhanced my athletic journey, which frequently rollercoasters due to my extreme asthma. It also gave me the ability to really listen to people as they explain their training challenges. I enjoy watching people grow and succeed with their goals because I can relate to the pride that comes with exceeding a personal challenge. I want this pride for everyone and I will do what I

can to get people to that point in their lives.

As a marketer, I get the word out about products in a way that is accurate and doesn’t overpromise. I don’t try to sell everyone on every single product. The relationships I have with customers are important and I want them to feel like we are authentically investing in their aspirations.

Honestly, I have blinders on when it comes to facing challenges, so it’s taken me 50 years to fully understand the disrespect women sometimes face from customers, colleagues and even leadership. I’ve had customers who insist they know more about a shoe than I do, even when they clearly don’t.

I previously spent 20 years in a ballet troupe and additional time in the arts and entertainment industry, so I am no stranger to dealing with challenging personalities.

I’ve developed a lot of polite responses to help dismiss tricky moments. But this doesn’t mean I don’t get peeved sometimes. © 2025 Diversified Communications

I believe that marketing is key to a more inclusive industry. As a child, I didn’t see a lot of images of Mexicans in sports other than baseball. So guess what I played for many years as a child? Baseball! The only Mexican runner I knew as a teenager was my uncle. It wasn’t until I was an adult that I learned more about the Tarahumara and Ana Guevara.

I’ve stood on a podium once or twice in my life. It’s nice, but when all is said and done, life goes on. So now I train mostly to mitigate aging and enjoy time with my dog and friends. When I do get the competition bug, it’s usually for half-marathons or an Ironman. I’d like to complete Ironman Arizona in the next five years and accompany Stacy on her first climb up Mount Fuji in Japan. I climbed it once when I was 13 and would love to see how much it, and my perspective of it, has changed over the past 37 years.

ADRIANA ALATORRE Up-n-Running Valencia, PA I am the store manager at Up -n-Ru n n i ng’s Va lencia location. I do everything from placing and receiving orders, hiring, training and scheduling staff, arranging merchandise, keeping inventory, sending payroll information and working the floor with customers. I’ve been here since August 2017.

I’m an ultra runner. I consider myself a “baby” ultra runner since I’ve only done the 50K distance. Still, I love all things related to running. My college major was in hotel management, which is all about customer service. Working at a run specialty store combines these two passions.

I found Up-n-Running’s job 37

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posting when I lost my job as a Spanish teacher. The position was a perfect fit for a single mom with busy children. I was able to balance my work schedule with being a hockey and Irish dance mom. Incidentally, my daughter Kate has been working at the store since 2018.

In any industry, a common challenge as a woman is not always being taken seriously.

The gender gap is real. As a runner, there are also always issues around safety or running alone, etc. Sadly, all too often we hear about women being assaulted during a run, even though they, “did everything right.”

That said, at Up-n-Running I work for a super kind family who have never made me feel like being a woman is a disadvantage.

I have very loyal customers. I also have an RRCA certification, which has helped me connect more deeply with people when talking about running and training. Many customers seek me out for running advice. Our running community is amazing — and in the ultra running community, women rule.

I believe that more accessibility around group runs, training resources, stores and races would increase industry inclusivity.

Minorities don’t always have the geographic or financial access to find a running store, so unless we actively reach out, they’ll never feel welcome in places where no one looks or sounds like them.

I’ve got so many female role models that it would be impossible to mention them all here.

But in the road running world I really enjoyed reading Good for a Girl by Lauren Fleshman. In the trail running world, I think Courtney Dauwalter is amazing.

I also have to give a shout out to my friend Amy Nelson. She is

ADRIANA ALATORRE a gifted runner and also a funny and kind individual who has served on the board of my trail running group. She has written amazing articles about bridging the gender gap in ultra-distance trail races and has made significant efforts in increasing female participation at the Baker Trail Ultra Challenge — a Western PA race that’s meaningful to me because it’s where I first witnessed an ultramarathon.

CHARLOTTE POWERS RunAbout Sports Roanoke, VA I am the general manager at RunAbout Sports in Roanoke

and I’ve been here for almost three years.

I am in run specialty because I love helping others see that they are capable of more than they ever imagined. When I first started running more than 10 years ago, I didn’t know anyone else that ran, so I try to be the person I needed when I first started.

One challenge to being a woman in the running industry is that for so long this has been male-dominated. Although it is shifting, there are many men who have been in the game for a long time and don’t respect that women can make decisions © 2025 Diversified Communications

Hear This Now! (continued)

CHARLOTTE POWERS previously reserved for them.

Occasionally, even though I know my store and consumers better than anyone, I have found myself being mansplained about how to run my business.

This makes me second guess my abilities and can also lead to a decrease in consumer happiness since it may keep me from making otherwise risky choices.

The specialty run industry could be more inclusive. The idea that running is a “cheap” or “affordable” hobby is very misleading. The cost of running (shoes, gear, race entries etc.) is high and many individuals of lower socioeconomic status cannot afford basic needs, much less these extras. I believe that races could offer applications for reduced fees or free race entries. This could be offset by asking paid participants to donate small portions towards this effort.

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SEMIRA MAKENDENGUE Another way to make the industry more inclusive could come from creatively collaborating with small businesses or vendors. At RunAbout we partner with the West End Center for Youth to help support low income families in the Roanoke Valley. We also have a Badge Buddies program teams up the local police department with kids to train and complete a 5K. We’ve have also had customers sponsor kids to help provide socks and shoes for participants.

We have a back-to-school drive that offers vouchers for free pairs of shoes for children who struggle with basic school supplies.

As a small business, there is only so much that we can do and still protect our profit. I believe getting larger companies and other small businesses involved allows us to have a bigger impact as we involve

more of the community.

My biggest role model in the running world is Sally McRae, American professional ultramountain runner and author.

I love that she emphasizes the importance of strength and other cross training to stay healthy.

Her persistence and positive outlook are something that truly inspires me.

SEMIRA MAKENDENGUE Fleet Feet Mt. Juliet Mt. Juliet, TN I am a social media lead and part time outfitter at Fleet Feet Mt. Juliet. I have been a part of the FFMJ team for eight months.

During this time I have learned much about the ins and outs of running a business and have had many opportunities to assist and network with other runners within the community. These experiences have been invaluable to me as a recent business

graduate and newbie runner.

When I initially started running, I felt very intimidated by running, but during a trip to Fleet Feet I became more acquainted with the sport. The staff gave me a hand finding running gear that fit my needs.

Afterwards, I felt much more comfortable, confident and better-equipped.

I work in run specialty not just for the purpose of furthering my career in business, but to assist others just as I was assisted in my early visit to Fleet Feet. I strive to ensure that every customer, especially those who are just being introduced to running, feels welcomed, supported and well-informed along their journey.

Although I have enjoyed contributing to the run industry thus far, it does pose its challenges — and even risks, too.

For example, on the sales floor © 2025 Diversified Communications

there are many products made with men in mind as the primary consumers – from shoes to nutrition – that leave women feeling underrepresented and excluded.

Additionally, when it comes to racing, I often try and plan my participation around my cycle since many races aren’t properly equipped with feminine hygiene products.

As for the risks, women are often concerned for their general safety on runs. More than just customers for shoes and socks, we have to include pepper spray or other self-defense tools, as well.

To make the running industry more inclusive we can begin providing women and minorities with opportunities and platforms to speak about their personal experiences and perspectives within the sport. Companies and organizers should consider such experiences when it comes to product development and running events. Running clubs and outreach programs should also strive to connect with a wider range of individuals and communities – especially those that tend to be overlooked – in order to allow them the chance to discover and participate in this great sport.

In the future, I’m sure my sister, Helena, will be convincing me to run a half marathon with her soon. But I’m personally hoping to tick a runDisney race off my bucket list first. Probably the 2026 Disney Wine & Dine half marathon.

TRACY DECOURCY Fleet Feet Cincinnati Cincinnati, OH I am the assistant store manager and an outfitter for Fleet Feet Oakley in Cincinnati. I’ve been in the run industry for three years. Prior to that I spent 21 39

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TRACY DECOURCY years with the Follett Higher Education Group as the director of visual merchandising.

Working in run specialty is a healthy challenge that can expand one’s comfort zone. It’s a bit like a puzzle and a bit like project management. I enjoy the spontaneity and the energy. I enjoy discovering how things will unfold. What I learn from customers is just as important as anything I can share with them. Perhaps more so.

I also appreciate that the outcome and solution for each individual is unique to them.

It’s never the same thing twice.

No two people are the same.

Sometimes I throw conventional

wisdom out the window and confidently introduce patrons to ideas and options they may not have considered.

I haven’t found any challenges resulting from being a woman in this industry. I don’t look for them, or expect them either. Everyone I serve is an individual. There is no pretense.

I am skilled at discovering each person’s authenticity and it’s seldom that I’m unable to establish a common ground.

The question of industry inclusivity is a difficult one.

But it also leads to a short answer: We need to keep talking. We need to keep reaching out. As individuals, we each

can do a little bit. And as an outfitter, one-on-one validation and encouragement goes a long way.

There is no way to fail when the right words are said consistently. I may hear, “no,” as a response, but it may mean, “not today,” or “not right now.”

Tomorrow may be different and maybe I’m tapping into someone’s tomorrow with my words and actions today.

As for my fitness aspirations, I’m terrible with any sport that involves a ball. Therefore, I plan to keep running as long as I can.

I’m the only one who can tell me when to stop. Besides, what does “stop” mean anyway? n © 2025 Diversified Communications

One More Thing ...

Designing for Her Insights into marketing, designing and selling running product to women. / By MakerSights

B

rands are (finally) paying attention to the unique behaviors, preferences and motivations shaping the female running market. MakerSights’ recently released Female Runners Report sheds light on what women runners care about and highlights critical considerations for brands designing run products for women.

The Rise of the Female Runner A notable shift in the running community is the influx of women new to the sport. Women are 62 percent more likely than men to have started their running journey within the past year, signaling a growing interest in the activity. However, their engagement patterns differ slightly.

Women are less likely to run daily and nearly 33 percent more likely to be oncea-month runners.

How to Win...

Capitalize on the growing influx of new female runners by offering products and programs tailored to their needs and habits. Highlight beginner-friendly gear and educate on the benefits of running more frequently (acknowledging that for women time is often their biggest blocker to running more frequently).

women. Brands that align with these motivations – focusing on health, happiness and belonging – can establish more authentic connections with their audience.

Designing for Women: A Growing Trend Historically, many running products for women were designed with a “shrink it and pink it” approach — modifying men’s products to fit women. However, the conversation is evolving. At The Running Event 2024, industry leaders emphasized the importance of designing specifically for women, addressing their physiological and stylistic needs from the ground up.

Women’s preferences for running shoes mostly align with general trends, but there are some key differences: • Motion Control: Women are +17 percent more likely than men to prefer shoes with motion control outsoles, emphasizing the need for comfort and support.

• Aesthetics: 52 percent of women prefer mix-and-match colors compared to 44

percent of men, making women nearly 20 percent more likely to favor this styling.

This highlights their stronger preference for bold, adventurous designs over men.

Beyond footwear, apparel preferences stand out as a key differentiator. Women are just as likely as men to shop for apparel alongside their shoe purchases, with over half saying they do it occasionally, and nearly a fifth making it a regular habit.

However, their preferences lean heavily toward certain items: • Women are far more likely to purchase tank tops and performance underwear compared to men, showing a focus on apparel that supports both comfort and functionality.

• When it comes to apparel brands, women take a more selective approach.

They trust their favorite shoe brands for footwear but turn to specialized clothing brands for their apparel needs.

How to Win...

Abandon the outdated shrink it and pink it model and design products specifically

PRODUCT PREFERENCES Women are looking for more support and control than men, but are also not looking for minimalist styles as much as their male counterparts.

Why Women Run Running is more than just exercise for women — it’s about transformation and connection. Women are 23 percent more likely than men to start running for weight loss and 27 percent more likely to continue running for mood improvement.

Community also plays a critical role; women are 52 percent more likely to cite building connections as a motivator, even if they don’t actively participate in group runs.

These insights show that running serves as both a physical and mental outlet for 40

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© 2025 Diversified Communications

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To read the full report: https://www.makersights.com/resources/female-runners-report Women, like men, prefer straightforward communication that highlights basic features, benefits, and testimonials, along with clear imagery of the product in action.

How to Win...

Lean into authenticity and relatability by collaborating with influencers, athletes and real customers who genuinely use and love your products.

Prioritize social media as a discovery platform and craft straightforward messaging that emphasizes benefits, testimonials, and the product in action.

COLOR PREFERENCES Women are nearly 20 percent more likely to prefer Mix & Match colors for their sneaker, showing a preference for bolder, more adventerous styles than men.

for women from the ground up. Address physiological differences with supportive footwear and apparel while offering style-forward options that balance function with aesthetic appeal.

Where Women Shop and Why It Matters When it comes to shopping for running shoes, women display distinct behaviors.

• Women’s running shoe habits pa i nt a pict u re of thoughtful, brand-focused shoppers. Nearly 60 percent have snagged two or three pairs of running shoes over the past year and they’re most likely to head to brand-specific retailers and outlets to get them. These aren’t just the places they shop most, but also where they feel most at home buying their running gear.

• When it comes to loyalty,

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about half of women are either somewhat or very loyal to their go-to brands, but they’re 20 percent more likely than men to declare themselves extremely loyal. For them, running shoes aren’t just about comfort; they’re about commitment to a brand they trust.

• Unlike men, women tend to reserve their running shoes for specific activities. They’re less likely to wear them for other sports, instead favoring them for gym workouts or fitness classes. Around the house, though? Not so much. But when it comes to running errands, their trusty sneakers are the go-to choice.

How to Win...

Double down on brandspecific retail experiences that foster loyalty and provide specialized service. Invest in in-store expertise and tailored online experiences to meet

women where they shop, ensuring trust and quality are at the forefront.

Marketing to Women: What Works Women’s preferences for product discovery align closely with men’s, with online reviews and YouTube ranking as top sources. However, social media plays a bigger role for women, who are 32 percent more likely to rely on platforms such as Instagram and TikTok for finding running products.

This trust extends to influencer and athlete endorsements, which women value 30 percent more than men. Authenticity and relatability are key, as women want to see real people – athletes or otherwise – using and recommending products they genuinely believe in.

Still, simplicity in brand messaging remains crucial.

The Opportunity Ahead The growing presence of female runners represents more than just a demographic shift — it’s a call to action for brands to prioritize female needs. From designing products tailored to women’s bodies to creating marketing campaigns that reflect their motivations and preferences, there’s a clear opportunity to build lasting loyalty.

The importance of understanding the female runner is undeniable — and the brands that innovate and connect authentically with women will win their loyalty and set themselves apart in the marketplace.

At MakerSights, we’ve seen firsthand how brands that listen to female runners and incorporate their feedback into product and marketing decisions reap significant rewards. Women’s preferences for bolder, mix-andmatch sneaker colors (nearly 20 percent more likely than men) just scratch the surface when it comes to understanding women’s preferences for run footwear and apparel. n

© 2025 Diversified Communications

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