Positive customer comments are predictable and quite uniform across the industry — folks love their local store, they happily praise their favorite employees, they even use powerful words like inspire and motivate and life-changing. Gushing customers keep fuel in your tank. They remind why you got into, and stay, in this business.
But your customers’ less positive remarks are equally consistent, too. Their reverberating commentary, however, suggests that you may not be listening to it. Not very well, anyhow.
Critique of the specialty run experience regularly alludes to one main thing — customers had to come back too many times to get everything they’d have gladly purchased today. But they left happy! You high-fived! They said they had everything they needed! So where was the miss?
There are many factors that may have led to this predicament. Like, maybe items were not suggested because an employee was worried about the growing queue. Or maybe
questions were not answered, or even addressed, because the customer’s ticket was already extra big. Or maybe your team member simply didn’t know what to suggest.
And worse still, maybe they just didn’t care to take the time.
This undesirable scenario could play out in countless ways. But the specific reason why the customer had to come back is not the problem. It is merely a symptom of something bigger.
Fact is, your customer had to make another trip to your store when they’d have preferred not to. They should have been given an informed chance to decide whether or not a thing should go home with them. But somehow this didn’t happen.
Customers having to make an extra trip to your store under these circumstances is a major liability. Yet it occurs all the time and has been happening since day one. This is troubling, and speaks to something you may not want to hear — You think your team is offering a complete and thorough experience, but it may not be as amazing as you hope. Sorry to burst that bubble.
Which leads to one big question: How can you save customers a trip?
First of all, the answer has little to do with product, and lots to do with people. In order to get fitters thinking smartly about essentials, you have to relentlessly remind your team what they’re here to do in the first place — to truly outfit customers.
And make no mistake, an outfitter is much different that
a fitter. Outfitters, for example, would never forget to discuss the merits of a spoon with a soup customer. Not because they want to sell the spoon, but because they want the customer to understand the reasoning behind a spoon.
Similarly, they shouldn’t send that new half-marathon customer out the door without info about socks, a sports bra, some anti-chafe stuff, nutritional tips, apparel tech, training guidelines, a pre- and post-workout regimen, a flyer describing your weekly group runs ... and so much more.
Whether or not the customer buys any of this stuff is beside the point. Because the goal in specialty is not to sell. Sure, you want big numbers and you ought to make your goals transparent. But keep in mind that store sales are most effective, sustainable and healthy when transacted with education top-of-mind.
People will buy more when they are taught about a thing — rather than sold a thing. So it stands to reason that you ought to be preaching this educational approach to your team on a regular basis, rather than expect ratios and sales metrics to be sufficient motivators.
In addition to keeping the big educational picture front and center, it’s also imperative that non-stop training follows suit. Even the most educationallydriven employee will miss easy opportunities if they aren’t adept at discussing everything on your walls. A few talking points are generally enough, but you (or someone) needs to make sure they have such tools readily available.
Here’s an activity to try: When you have a few minutes to spare, grab a random item from the shelves and ask these three questions:
1. What is this item?
2. What is this item meant to do?
3. What sort of customer would benefit from hearing about this item?
Then, as a bonus, ask your team to name a few other products this same customer might also enjoy. Start building the muscle that appropriately connects one essential to many others. Make your UPTs make relevant sense.
If you want to turn your essentials inventory more often than you dust it, it’ll need to occupy a larger space of importance in your outfitters’ minds. Items will need to carry more weight beyond a mere add-on sale. They’ll need to be upheld by a genuine belief that they make a difference in the customer’s activity. This can only happen if you create a dedicated team of staff educators who offer useful and pertinent information to each and every unique customer.
If you spend the day teaching your staffers, they will mirror this with their customers. And the beautiful irony is that when they educate customers all day long (rather than “sell”), their sales numbers will skyrocket. Not to mention the increased collective confidence, credibility and camaraderie. And gosh, who doesn’t want that?
They’re called essentials for a reason. Teach ... teach ... teach so they may live up to their name. n
The goal in specialty is not to sell. Sure, you want big numbers and you ought to make your goals transparent. But keep in mind that store sales are most effective, sustainable and healthy when transacted with education top-of-mind.Anita Fraser 3:23 Marathoner Medium Arch Profile
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At TC Running Company in Minnesota’s Twin Cities, general manager Kurt Decker considers the essentials category, well, essential to the success of the five-store operation. From energy gels to injury prevention products, sunglasses to safety, these essential accessories significantly contribute to the bottom-line performance of TC Running.
“With accessories, it’s easy to overlook how much you’re selling until you stop and look at the numbers,” Decker says. “Eight dollars here and $10 there, when you get a lot of these in the day, it adds up.”
Yet more, the presence of various essentials makes TC Running a destination for anyone on the move and spotlights different products that can make a run more enjoyable or help individuals lead healthier lives.
“All the different categories make the whole picture come together for runners,” Decker says.
Running Insight highlights four prominent essentials categories and asks a standout running store what they do to excel in the category.
Fleet Feet PNW, a collection of six running stores in Washington state, sells an assortment of recovery and injury prevention tools from the likes of Roll Recovery and TriggerPoint, including rollers, percussion devices and massage balls.
Listen and suggest. Fleet Feet PNW co-owner Wade Pannell prioritizes staff training on injury prevention and treatment at his stores and also encourages active listening on the sales floor. By asking questions and listening intently, staff can learn of different physical ailments a customer is facing and then use their training to
suggest relevant solutions.
“We have staff who are confident in recognizing pain points and suggesting products capable of helping customers and that’s absolutely paramount to selling this category.”
Facilitate a “test drive.” Fleet Feet PNW places demo products such as massage balls or percussion devices near its foot stools. The mere presence of the items prompts frequent questions and invites customers to trial products themselves, which Pannell considers key to fueling sales.
“It’s like test driving a car. We can’t just talk about a product, but need to let customers experience the benefit themselves so they are more likely to make the purchase.”
Boosted by a hefty array of products
from Tailwind, Skratch Labs, Maurten, Nuun, Gu and UCAN, Decker calls nutrition a “darn good” category for TC Running and one that drives the five-store chain’s overall performance.
Options A, B, C and D. Recognizing there is no one-size-fits-all approach to nutrition and that an individual’s taste or tolerance for a specific item can shift over time, Decker says TC Running carries a diverse and varied assortment of nutrition items to offer its customers. “No one wants to search here and there, so we offer a lot of options.”
Personal experience. Decker encourages staff members, a number of whom are active marathoners and ultrarunners, to leverage their personal experience and insights when discussing nutrition products with customers. “It’s important we can speak to differences in tastes and textures.”
Thinking beyond the long run. Nutrition isn’t solely the domain of the marathoner. In fact, Decker seeks to broaden the applicability of nutrition to both staff and customers and show how nutrition can fit into even the recreational runner’s journey.
“All of us have the occasional long day at work and face a workout on an empty stomach. Nutrition items can be just as useful for that person as the one putting in a 20-miler.”
Headphones, once a fringe offering at running shops, have emerged a growing category in the digital age and running retail stores such as Philadelphia Runner have capitalized on the surge sparked by improved offerings from the likes of Shokz and H2O Audio.
Keep talking. Philadelphia Runner places a Shokz display and demo set near the cash register in each of its four stores. The bright display sparks curiosity, invites questions and spurs trials, during which Liz Pagonis, Philadelphia Runner’s marketing manager, makes a point of continuing a conversation with the customer. “This way, people immediately see the benefit of bone conduction headphones. They hear the music and hear me.”
A category point person. One of Philadelphia Runner’s staff members is a Shokz ambassador. That individual is steeped in the product’s technology and shares that knowledge with the entire Philadelphia Runner employee roster. As a result, Pagonis says, she is constantly learning about different features, battery life, capabilities and how the product interfaces with other tech.
Noting safety. With all of Philadelphia Runner’s four locations sitting within population-packed metro Philly, safety is a priority anytime people are running, walking or biking outdoors. “Whenever someone mentions they listen to music or podcasts, we mention boneconduction headphones, which is easy to tie into the conversation from a safety perspective.”
When the weather heats up in the Bay Area, sales of hydration belts, vests and bottles from brands such as Nathan, Salomon and Naked accelerate at the San Francisco Running Company’s two stores. At its height, hydration can account for upwards of 20 percent of store revenue, San Francisco Running Company GM Mecque Tucker says.
Probing. When Tucker worked for Apple retail stores, she learned about approaching the customer, asking probing questions and listening for clues. She applies those same principles to her work at the running store. “When I find out someone is running their first 50k, I’ll ask ‘What vest are you wearing?’ It’s about having the courage and comfort to have a broader conversation.”
Heightening hydration. The San Francisco Running Company doesn’t hide hydration in a corner of the store. In fact, Tucker places hydration products near two high-traffic areas of the store: its footwear wall and its register. “Those are two places virtually every customer in our store is guaranteed to visit. We want to make hydration accessible and visible, so people don’t have to squint to find it.” n
One day after a weekend group run the creative folks at Palmetto Running Company (PRC) were sitting around at a coffee shop and realized how many people enjoyed drinking coffee — hot or cold, young or old, any time of the year. They wondered if coffee could also be a recovery drink.
It turns out it most certainly could be and after six month of research and development PRC owners Rob and Christian Fyfe formed Runner’s High Coffee Company and created what they bill as the first coffee specifically designed and brewed for runners and active lifestyles. “We wanted to find an easier and more natural way to help our bodies heal after running without the need of taking traditional pain medications and supplements,” Rob Fyfe explains.
Pointing out that Runner’s High Coffee Company is not a case of a running store that makes coffee, but rather a coffee company started by runners – “We don’t consider this an expansion, but a new business venture” – he believes they found that product.
Each of the four original coffee blends –Runners Blend (medium roast), Midnight Run (dark roast), Dead Last Decaf and Cool Down Cold Brew – has natural anti-inflammatory properties, turmeric, cinnamon and ginger, and are crafted with natural and organic anti-inflammatory and ECS activating ingredients.
Variations of the original lineup are already being brewed and in 2022 they
created a new blend, Wellness Warm Up, which contains CBD, a natural antiinflammatory, and the mood and endurance boosting benefits of Reishi and Cordyceps mushrooms. And in April they launched Fast-Twitch, a higher caffeine blend of a dark roast Nicaraguan and Ultra Light roast Colombian bean.
And because the founders of Runner’s High Coffee Company come from ecoconscious Palmetto Running Company and are among the driving forces behind the Low Impact Alliance, there is a sustainability story behind the coffee as well. It’s 100 percent organic, Fair Trade and Rainforest Alliance-certified, small batch roasted and, of course, packaged in recyclable bags.
The organic coffee beans are imported from Colombia, Honduras and Nicaragua
and the brand’s roasting facility is located in the Lowcountry of South Carolina, home to PRC’s two stores in Hilton Head Island and Bluffton.
While the coffee – available in ground and K-cups, with Fast-Twitch also offered in whole bean – is currently sold primarily online directto-consumer, the goal is to also sell through run specialty shops.
“We just started opening wholesale accounts this year,” Rob Fyfe says, and the brand is already in six independent running stores on the East Coast. The benefit for retailers to carry this runner-inspired coffee brand are obvious, he points out.
“It’s a unique accessory and most everyone likes to drink daily,” he points out. “That means customers will keep coming back to the store to purchase more. In addition, it is a great conversation opener and the coffee certainly makes a wonderful gift for the runner who has everything.”
For retailers that are carrying Runner’s High he recommends a free-standing display with multiple shelves. The company supplies information and brewing suggestion cards and he also suggests having a Keurig for K-cup sampling.
One more merchandising tip: “Serving Runner’s High Coffee at a local group run is a great way to get people to try it and make a purchase.”
As for Rob’s coffee intake: Typically two to three cups a day — two in the morning and a cup of decaf at night. n
Space planning will help you sell more accessories and drive profit performance. /
Imagine being lost in space — floating around with no defined direction. Last year, we wrote in Running Insight about the value of adding accessories and essentials to a product assortment. The purpose of having these items is to ensure that your location is a one-stop-shop for all running needs.
While expanding the assortment is important, retailers must consider how it’s presented in-store. Retailers should thoughtfully insert accessories/essentials into the entire in-store customer journey. We refer to this as “space planning.”
Otherwise, accessories might be presented in a way that does not entice the customer to buy. In other words, lost in space.
Sales per unit area (commonly, by square foot) is a measurement of success for a physical store. The value reflects several factors — merchandising decisions, footfall, the ability of staff to sell and more.
For context, Apple stores are best-in-class at $5600 per square foot. The average value for retailers in the U.S. in 2020 was $325 per square foot. More importantly, the average value has been decreasing for some time. This is likely due to e-commerce growth with the customer able to buy products anywhere, anytime. So, getting customers to visit repeatedly and make larger purchases can improve sales per unit area.
Therefore, it’s even more important to focus on optimizing store space. The key is to weave accessories/essentials throughout the customer journey in-store. This includes utilizing different store areas: feature tables, walls, cash wrap and fitting room space. Also, “dead” space, like the top of fixtures.
We provide a few tips in this article and showcase a local, small business, Source for Sports in London, Ontario, Canada, as a demonstrative example.
Although it seems counterintuitive, bestselling items need not occupy “prime” space in your store.
Best sellers are the best for a good reason — this is because of the brand’s strength. Consider On and Hoka footwear as examples for running. These items are a strong customer draw. Also, they may be the main driver of the first visit. The power of that draw holds regardless of where the product is in-store. As such, these products are better placed up on a wall versus taking up prime real estate on the shop floor.
Source for Sports has a strong presence of Yeti-branded products — coolers and tumblers in various colors. The team has arranged most items on the wall and the bright colors grab attention. The added benefit is that customers must walk through the store to get to the product, then again
By Liza Amlani and Raj Dhiman
to cash out.
Almost like how the hotels in Vegas have you walk through the casinos to get to your desired restaurant. It’s the same idea.
This opens up an opportunity for product discovery.
The steak always benefits from a potato on the side. Similarly, footwear benefits from being next to relevant accessories for running stores.
The idea is to create a one-stop-shop for all pre- and post-running needs. Make it easy for the customer to visualize (and buy) everything they need by having products near each other. This enables the customer to discover all relevant items.
For example, running shorts, tanks, socks and insoles are great to group with footwear. You can even have a mannequin showcasing
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shoelaces, shoe cleaners, water bottles and snacks are good cash wrap products.
The cash wrap at Source for Sports was populated with sports bras, which did not sell. It would force customers to try on the item, which meant exiting the line. That’s too much effort to buy.
The space has been refreshed with hockey tape, smelling salts, laces and a surprise best-seller in a “moon ball.” These items are available in bright colors, which helps draw the eye to them. This arrangement plus hydration products have proven to be a customer winner.
an entire look, making it easy for the customer to buy. Source for Sports has a footwear section displaying shoes on the wall. Sandals, flip-flops, socks, insoles and other accessories complement these.
The store is further organized by sport — running, hockey, football, soccer and baseball.
The same “side dish” pattern holds across each sport. A core item, like a baseball shoe or hockey skate, is immediately beside the appropriate accessories.
Signage and product knowledge help elevate the hockey example — this is how “dead” space becomes alive. There is
information on how to sharpen the skate. Above that is information about hockey insoles and their relevant features, advantages and benefits. This way, you can’t leave the store with only skates. You’re either buying an accessory or at least discovering the relevant accessories you might need.
Cash Wraps:
The cash wrap is a lucrative space for selling accessories and essentials — if the items meet specific criteria. The best examples of cash wraps come from Sephora or TJ Maxx stores. The space has easy pick-up items and customers can make a simple “yes/no” decision.
Nothing should be here that requires a lot of effort to buy. That means no items that need a fitting room or specialized attention. In other words, no items that force the customer to leave the area.
Ideal items are add-ons to core items already in a basket or products the customer would never need, but wants. Hence the term “impulse buy.” Colorful
Sales per unit area reflect footfall — the value captures new and returning customers. So, how can space planning be used to drive valuable, repeat customer visits?
Customers become bored when visiting a store frequently and not seeing new items and looks on display. Consider the appeal of the off-price retail category; the premise is the “thrill of the hunt.” New inventory arrives often, so visit again and see what you might find. This creates curiosity in the mind of the customers and encourages the repeat visit.
So, turn feature tables and end-cap space into dynamic assortment displays. They should have accessories or essentials that are easily swapped out. This way, new products, brands and items you test can live in these spaces. Having the flexibility to do this will give customers something new to look at.
As an example, when working at Sporting Life, we featured new products from our latest
delivery drop. Those products were then swapped out at a high frequency. We would feature Nike first and showcase the newest fleece and performance wear. Adidas would follow and then a brand we tested would go next.
Refreshed displays have the added benefit of being immediately usable social media content. This could be a video with staff presenting the new display and a clear call to action for customers to visit.
Driving profit performance from your store comes from selling accessories and essentials. Adding them to the assortment is not enough — the store space must be strategically used to showcase these items.
Space planning puts accessories and essentials throughout the customer journey. Driving sales of these items contributes to a key performance metric in sales per unit area. This way, your accessories will not be lost in space. n
Raj Dhiman and Liza Amlani are founders of Retail Strategy Group, a firm working with global brands and retailers on improving profitability and increasing organizational effectiveness. Clients span performance apparel, accessories, outdoor, footwear and retail technology markets. The firm produces a monthly newsletter, The Merchant Life, for C-suite executives seeking valuable merchandising and product creation insights. Learn more at www.retailstrategygroup.com or www.themerchantlife.com
Did you know the running industry is ignoring a $1 trillion market in the United States? One that more than one-fifth of Gen Z adults identify as part of? A market that, according to the IRS, makes $63,000 more annually per household than the average consumer?
A demographic so lucrative that tourism boards across America and around the world are lobbying to host their events?
Yet even with these above stats, this consumer has been left on the sidelines by the vast majority of running brands and events, with only a select few targeting the niche.
Who is this gold mine opportunity I’m talking about? The LGBTQ+ Community.
Even as Marriott – a company owned and operated by Mormons – has been targeting this demographic for nearly 20 years, many industries, particularly the athletic and outdoor recreation industries, have been slow to chase the “Pink Dollar” of the LGBTQ+ community (the latter industry not including an openly gay man in an ad until 2018).
So why are brands like Wells Fargo, Oreo and the world’s largest company, Apple, begging for this consumer?
In addition to that $63,000 higher average income, in the United States only eight percent of male-male couples have children and 24 percent of female-female couples have children, according to UCLA’s Williams Institute. Compare that to the 40 percent of heterosexual people that have children.
Meaning, just as professional sports teams have been targeting LGBTQ+ people for season ticket sales over the past decade, they are more likely to have money and time to spend on themselves and their interests.
To go to an NBA game on a Tuesday night. And buy merchandise.
And food/beer.
In short: Being less likely to have kids
makes this consumer more likely to have discretionary income, or to have time to travel for a race, go on a run, or shop in a running store.
So what can you do as a running retail shop to catch up to this market trend and capture this “unicorn” consumer?
While the running industry is still very new to targeted marketing with this community, there are a number of running brands leading the way, providing retailers with the simplest way to show the LGBTQ+ community you care about them.
June (Pride Month) is a great time to highlight that you carry products designed with the LGBTQ+ community in mind. But we are gay 365 days a year! So to truly capitalize on this opportunity, stock these
products year round.
In doing so, you show that you aren’t just trying to “rainbow wash” your brand for one month a year, but that you are committed to continuous inclusion of this demographic whose purchasing power, as Fortune reports, rivals that of every racial minority group in America and is larger than the entire $887 billion the outdoor rec industry generates each year, according to the Outdoor Industry Association.
Some great product examples you can carry today include:
• Brooks Running’s “Run Proud” collection that has been updated every year since it started in 2019, which for 2023 includes shoes, shirts, socks and a hat.
• Smartwool’s 18 products using the colors of various community flags, including Lesbian,
Transgender, Non-Binary, Aromantic, Pansexual and the classic rainbow in various forms.
• Chaco’s various sandals for pre/post-run use that include a partnership with the LGBTQ+ summer camp Brave Trails for the third year in a row.
• If you’re an event organizer and offering a beer garden, consider the many large brands with Pride themed bottling, or specific products brewed for June like Athletic Brewing’s “Rainbow Wall IPA.”
While the offerings are still small in the running industry, that lack of competition should be seen as an opportunity to be a leader in this space. And this author has one exciting example of a running focused company bursting into the Pride scene as a leader for 2023: Tifosi Optics.
During The Running Event in 2021, I walked up to every booth and asked, “What are you doing for LGBTQ+ inclusion?” While “nothing” was the most common answer, Tifosi Optics saw the opportunity presented to them and went to work crafting a product line to be inclusive of this community.
The result is their new Be You Collection that features 10 designs that, like Smartwool, provide people the chance to show pride in their identity directly while running trails, their neighborhood or a marathon.
That ability to visually show the existence of LGBTQ+ people participating in this sport is crucial, because until very recently LGBTQ+ people simply weren’t shown in any industry advertisements or editorial coverage.
Providing people a way to represent themselves and communicate that identity to others around them is the first step in growing a sport where LGBTQ+ people feel more invited to participate (and spend their money on running products).
However, not every Pride product is designed for LGBTQ+ people!
Welcome to Outdoor Safe Space
While 20.8 percent of Gen Z, 10.5 percent of Millennials and a 7.2 percent average of all American adults identify as LGBTQ+, according to Gallup, there is a product that is specifically designed for the other 92.8
percent of American consumers: The Outside Safe Space.
The Outside Safe Space symbol has been made into pins, stickers, and patches that easily allow people in outdoor and athletic spaces a symbol to put on their apparel, gear or water bottles that communicates to everyone around them that they are an ally – a supportive person – to the LGBTQ+ community. (outsidesafespace.com)
These small products are easy additions to any retail shop, as the international brand Eddie Bauer is proving this June by
selling them next to the cash register of their stores across North America.
Likewise, any running retailer can do something as simple as selling these small products, or as grand as creating your own custom product, promotion or event that attracts, speaks to and provides running opportunities to your local LGBTQ+ community.
CamelBak did this in 2022 with the creation of its first Pride product.
And Tifosi Optics is donating $1 from the sale of every
product in their Be You Collection to the missional work of the Outside Safe Space program.
The best Pride collections (in the opinion of this writer who’s been studying them for the past eight years and both consulted and modeled for CamelBak on the launch of their first Pride product), are the ones that use the profits from their LGBTQ+ consumers to give back directly to the community, by supporting organizations or events that engender greater loyalty to the sport (and in turn, the brand).
Though many brands write a check to a generic LGBTQ+ nonprofit and wash their hands, why not use those profits to serve the LGBTQ+ runners who bought your product, all while earning yourself another PR opportunity to tell the story of your inclusive company?
Supporting LGBTQ+ Community Opportunities abound, such as sponsoring or serving as the meeting point for your local International Frontrunners chapter (frontrunners.org) or financially supporting the new Queer Running Society (QRS) that launched last
month as a clearinghouse to connect LGBTQ+ runner leaders with the running industry (queeringrunningsociety.com).
Another easy option available today would be to reach out to your local city’s Pride organization. Most large cities host an inclusive Rainbow/Pride Run that can always use sponsorships. And if they don’t yet have a Rainbow Run in your city, let this article be your motivation to start one and have your store or brand associated as a leader reaching out to this lucrative community.
So as Pride Month is in full force, here are three Quick Steps you can take to tap into the $1 trillion purchasing power of America’s LGBTQ+ community:
1. Start selling Pride products in your store as a way to show support for this historically marginalized running demographic.
2. Give back to the local LGBTQ+ community as thanks for them giving you their dollars.
3. Sponsor or start a Rainbow Run or other group/event providing running opportunities to the LGBTQ+ community.
Happy Pride Month, from this unicorn! n
Mikah Meyer is a professional speaker and advocate specializing in LGBTQ+ inclusion for corporations and nonprofits. He has delivered keynote presentations on the benefits of LGBTQ+ marketing from FedEx headquarters to the U.S. Trail Running Conference. He regularly consults major brands on creating their first Pride products, particularly for outdoor and athletic companies. He can be reached at www.mikahmeyer.com
We wanted to find an easier and more natural way to help our bodies heal after running without the need of taking traditional pain medications and supplements. Each of our coffee blends are thoughtfully crafted with natural and organic anti-inflammatory and ECS activating ingredients that not only support your active lifestyle but will also help you go further, train harder, and recover faster.
Caterpy’s patented bump technology and fitted tension allow runners to customize their shoes to fit their foot and turn their favorite pair into a secure, slip-on shoe.
MSRP: $14.95
H2O Audio waterproof headphones enable runners to load their favorite playlists directly to these bone conduction headphones and listen to music without a phone during a run. Connect them to Bluetooth, or the 8GB of memory holds several thousand songs. MSRP: $179.99
Fresh Kicks sneaker cleaner is available in a kit Made in the USA with a fresh clean scent and handheld style brush. MSRP: $15.99
Blueshift Joint Defense provides protection with TamaFlex to help reduce joint discomfort and stiffness; glucosamine, chondroitin, MSM and collagen to support joint strength; and turmeric and antioxidants to help balance inflammation from the impact of running. MSRP: $28
Fulton’s Athletic insole offers a cork base that molds to runners’ arches to provide customized support and stability that aligns their body, protects joints and improves comfort. They are certified carbon negative and made in Portugal using entirely sustainable materials. MSRP: $48
The Go Guarded Hand-Held with Stun Device is a dual defender — stun device up top, Go Guarded blade below – to help runners with self-defense. The loud crackling voltage sound of the stun device may be enough to scare off a potential assailant. But if not, the stun device will deliver a shock that is enough to temporary incapacitate an attacker and the Go Guarded blade at the bottom can be used to defend if the situation does become hands-on. MSRP: $35.99
FitFoot by Fitter is a foot and leg exerciser that activates the calf pump to promote blood flow. It is designed to be used while sitting and is a simple way to reduce the risk of blood clots, which can be a serious concern for runners and athletes who spend a lot of time seated and immobile while traveling long distances to and from events. MSRP: $99.95
The NAO RL by Petzl has 1500 lumens and Reactive Lighting technology, so runners can turn it on — and forget about it. Lighting for movement automatically adapts to ambient light and Reactive Lighting mode automatically adjusts the brightness and beam pattern — optimizing battery usage and reducing the need for manual operation. MSRP: $169.95
Roka’s latest iteration of its Oslo sunglasses features upgraded hinges, temples and GEKO grip placement to create a better fit and feel.
BibBoards Snap & Lock Bib Fasteners keep any event bib number safe, straight and secure to clothes without making holes, rusting or jabbing any fingers. They are fully customizable and are made from recycled materials. MSRP: $32
Kiss my Face Strengthen 2-in-1 Shampoo/Conditioner Bar is infused with strengthening Monoi Oil and nourishing Shea Butter to strengthen hair, support healthy hair growth and minimize future damage. MSRP: $9.99
The Aetrex Plantar Fasciitis Kit helps runners combat Plantar Fasciitis with four essential tools — orthotics, a foot roller, a stretching guide and a recovery shoe for leisurely wear. MSRP: $99.95
Roll Recovery’s R1 Percussion Device has four key elements: compact and powerful, quiet operation, over seven hours of battery life and is built with the high-quality materials. The R1 operates with 40W of power, has four speed settings, four attachment heads and is packaged in aircraft-grade aluminum anodized body. MSRP: $129
The Balm Stick is a moisturizing skin balm in a twist-up stick for on-thego use. Made with aloe vera, Vitamin E and lanolin to soothe and renew skin to target split heals and chapped lips, to chafing and windburn prevention. MSRP: $9.99
Tifosi’s Rivet provides a streamlined look while still having adequate coverage. The lightweight half-frame design and lens vents help prevent fogging and the shatterproof polycarbonate lenses offer 100 percent UVA/UVB protection and have been amplified in size to create a fit for M-L face profiles. MSRP: $79.95
AMPHIPOD
Amphipod’s Hydraform Chiller Handheld delivers body cooling with a triple-wall cushioned insulating sleeve with integrated Cool Zone palmcooling features and drink-chilling Ice-Wall Technology. The dual-action cooling handheld keeps hydration colder. MSRP: $30-$35
HEALI
Blueberry Peach Crisp is inspired by traditional blueberry peach crisp recipes from the South, capturing the sweet blueberries and juicy peaches that makes this a delicious dessert staple, with a buttery, crisp finish.
MSRP: $8.99
Heali is a therapeutic kinesiology tape infused with menthol and magnesium to help alleviate runners’ pain. Created by healthcare practitioners and athletes, the Heali tape combines kinesiology tape and pain creams into one solution. MSRP: $19.99
The Safety Gear Bundle by Knuckle Lights includes all of the gear runners need to stay safe and be visible — a fully adjustable reflective vest, two LED safety blinkers and two reflective armbands. MSRP: $30
The UltraTrail FX.One Superlite featherweight pole is intended for competition use by runners experienced with running poles. It comes equipped with the Trail Shark, the first gripstrap system developed for trail running. MSRP: $239.95
SUNSKI
Sunski’s sustainable sunglasses are designed for wear on the trail or on the weekend. These polarized sunglasses are fit tested for comfort. MSRP: $58
Doctor Hoy’s Natural Pain Relief Gel is a topical analgesic made for before, during and after activity. The natural ingredients combine Arnica Montana, a natural anti-inflammatory, with five percent Camphor and five percent menthol to provide pain relief. The Pain Relief Gel provides a coolto-warm sensation to warm the muscles before activity and aids recovery for relief from arthritis, sprains, muscle strains, backaches and joint pain. MSRP $19.95
The Suunto Vertical comes in two variations — Solar/Titanium and Stainless Steel. Both feature dual band GPS/GNSS, off-line mapping and 95-plus sport modes, music controls and weather reports.
MSRP: Solar/Titanium $839; Stainless Steel $629
Go Sleeves built-in kinesiology strips secure, correct and support key ligaments, tendons and muscles in and around calves, Achilles, shins and knees, to help repair and recover. Go Sleeves can be used for training and post-workout to. MSRP: $89.95–$152.95
In 1996, Body Glide pioneered a product category focused on running, offering reliable, non-greasy, plant-derived ingredients in balms made to help protect against foot blisters and chafed skin. Pictured are Body, also For Her with added emollients. MSRP: $5–$17
Näak Ultra Energy Drink Mix provides 250 calories per 500ml of water that makes it fast-acting and easy to ingest. It provides all the nutrients runners need for training and races with 55g carbohydrates, 650mg electrolytes,1300mg BCAAs and 8g protein. MSRP: $35
“Increase visibility. Place these items prominently in the store, with clear signage and displays. Use mannequins or display racks to showcase hats, gloves and other accessories. Educate the customers. Highlight the selling features of these items, through blog posts, in-store education and social posts. Partner with local races, running clubs or winter sporting events to promote winter accessories and encourage participants to visit your stores.”
— Desiree Lindemann, VP–Sales, Seirus“Drive versatile products! What’s becoming more apparent in specialty retailers is the demand for multi-use products. Less is more is the new mentality, especially in the uncertainty of the current economic climate.”
— Maggie Seiple, Sales Specialist, Bag Balm“Simple enough: We just want to give them a reason to look at this category of products. During this time, a simple add-on sale will allow the consumer to feel they are better caring for their high-end purchase and actually stretching their dollar.” — Tracy
Heldt, VP–Sales, Fresh Kicks“As a health-based mentality sweeps across the world and demand for personalized products and experiences grow, it’s really important to give as many customers as possible a free health-based foot analysis so they can see for themselves the differences in their feet and likely imbalances. Once the retailer gets the customer on a scanner for a free foot analysis, the success rate is guaranteed.” — Nina
Arponen, Senior Marketing Manager, Foot BalanceUnived’s Gel 100 has been formulated to deliver 25g of fast-acting simple carbohydrates for an immediate surge in energy availability.
Unived’s Gel 100 packs 100kcal per packet and works well for both short and long distances.
MSRP: $2.25
Currex Lifefit insoles provide comfort and support for healthier feet to deliver better stability and increased metatarsal support, as well as shock absorption and cushioning for endless walking or running. Engineered for everyday comfort with a medical touch. MSRP: $69.95
Nix biosensor analyzes sweat and provides endurance athletes with personalized hydration data — scientifically validated and delivered in real time. MSRP: $129
Rab’s Veil 2 running vest is a lightweight, breathable 2L mountain running vest with a fine-tuned fit. Runners can securely stash their gear and stay hydrated while on the go with two 500 ml soft flasks. MSRP: $140
Different than a foam roller, hand held or percussion massager, Pro-Tec’s FlexEdge mobilizer uses its edge to get under the fascia, breaking up adhesions and muscle knots, promoting flexibility and range of motion. MSRP: $29.95
FlipMits are multifunctional and can be worn as a glove, mitten, sweatband or towel and are made from certified renewable organic bamboo fabric. MSRP: $29.99
Hillsound’s Trail Crampon Ultras have steel spikes, steel chains and a steel toe ball and are used to focus on performance and experience rather than worrying about slipping in outdoor conditions. MSRP: $84.95
Article One’s Active sunglasses are produced with hexetate, a patented acrylic resin with technical and mechanical properties that allow for improved flexibility, enhanced shape memory even when exposed to high temperatures, a lighter weight and added durability. The new Avalon style comes in an angular shape designed to be easily worn by any face shape.
MSRP: $199
Salty Britches binds to the skin and provides a barrier against friction, chafing and blisters to protect against the elements. MSRP: $13.95
“Offering samples is a great strategy for run specialty retailers to sell more essential/accessory products. By providing customers with free samples, retailers can give their customers the chance to try out products firsthand. This can increase the likelihood of customers making a purchase and also create a positive shopping experience. Retailers can provide samples at the point of sale or include them in online orders to encourage customers to try new products.” — Randi
Zabriskie, Floyd’s of Leadville“Selling essentials like sports medicine and recovery products is paramount to a retailer’s success. This helps define whether a store is a run specialty store or just a shoe store. If you are a run specialty store, you are offering the runner a full assortment of products to keep them active and healthy in pursuing their running goals. The key to selling sports medicine and recovery products is prominent merchandising, clear packaging that explains exactly what a product does and how it works and an educated staff. Educating your staff does not need to be a time-consuming process.” —Jeff
Rodgers, CEO, Pro-Tec“Retailers should consider a more holistic approach to customer needs. They should consider not only the experience of running, but also products that support preparation and recovery. As consumers shift towards more proactive behaviors – taking care of their bodies, opting for sustainable products and prioritizing wellness – retailers should offer them essential products that meet these needs.” — Libie Motchan, Co-founder, Fulton
KINFIELD
Kinfield’s Daily Dew hydrating facial sunscreen with SPF 35 is part moisturizer, part sport-ready sunscreen. MSRP: $26
OAKLEY
Developed with the casual runner in mind, the Oakley Actuator features a universal round shape with larger sized lenses for optimal coverage. Adjustable wire core temples and O Matter frame material help provide comfort and durability, along with Unobtainium nose pads that feature an anti-bobbing bridge design for a no-slip grip. MSRP: $173–$223
Yes To’s Cucumber Face Wipes are a quick and easy way to clean a face after a good sweat and are good for sensitive skin. MSRP: $6.29
OneOdio’s OpenRock Pro Earbuds feature an open-fit design to allow air pressure to stay equalized while ensuring environmental sounds can be heard for a safer and more comfortable wear. MSRP: $129.99
New from GU is Raspberry Lemonade Energy Gel, with 10 percent of proceeds benefit Rising Hearts and its Running on Native Lands initiative. In celebration of this partnership, special edition eight-packs feature the art of Indigenous ultrarunner Yatika Starr Fields. Caffeine free, gluten free and vegan. MSRP: $12.80–$38.40
FootBalance custom impact insoles offer support and stability, featuring increased shock absorption on the heel and ball of the foot, which helps to reduce stress-related injuries. Molded and personalized in-store to the unique contours of runners’ feet in just a few minutes. MSRP: $80
Para’Kito Natural Insect Repellent Spray is a topical repellent spray that offers enhanced protection against mosquitoes and ticks for up to eight hours. The spray is water and sweat-resistant. MSRP: $19.50
Cheribundi’s all-natural Tart Cherry Juice & Concentrates help to reduce muscle soreness, support immunity, reduce inflammation and provide better sleep. The new Pure Concentrate Pouch was created to give runners an onthe-go boost. MSRP: $3–$3.49
The Wave features nine arcs and edges to scrape and massage away tension, strains, trigger points and scar tissue. The tool is large enough to manage the biggest muscle groups, yet small enough to fit in a pocket. MSRP: $49.99
“Use Essentials as a catalyst to increase overall repeat-visit cadence and customer and staff engagement. Shops that take advantage of our complimentary gear for social media, email marketing, instore activation see a lift to overall sales. Equip your team with tools and your store with signage to show and tell specialty brand and product technology stories that remind customers why your store is the go-to for the best head-to-toe running gear needs.”
— June Angus, Co-founder, Amphipod“It’s all about approaching accessories with a new attitude. Relying on the old, passive selling process of offering an insole only if the customer asks for one or as a preventative measure doesn’t work. Sales staff need to change their mindset to insoles being a shoe enhancement and should be offered to every customer that comes through the door. Our sales data validates significant revenue growth simply from introducing the product as an essential item that improves the customer experience versus a band-aid solution for foot pain.”
— Lutz Klein, President, Currex“Retailers can sell more essential products by having demos and giving the opportunity to try these products around group runs.
We’ve also seen very high sales when the employee pulls a product when the customer mentions a specific ailment.” — Matt
Hensley, VP–Business Operations, Roll RecoverySMELL WELL
SmellWell inserts remove moisture and keep shoes and gear odor free and naturally fresh. MSRP: $12.95
SPIBELT
TAILWIND
Tailwind’s Endurance Fuel formula contains sodium, potassium, magnesium and calcium to speed the absorption of fuel. It is a balanced blend of calories, electrolytes and hydration. MSRP: 50-Serving Bag $40
The SPI Crossbody is made to be worn from day to night and allows runners to be hands-free while keeping essentials easily accessible and secure without the bulk of a backpack or purse. MSRP: $34.99
Firefly Recovery is a lightweight, powerful recovery device that helps runners to recover faster after training, races and during travel by increasing blood flow by 400 percent. Firefly Recovery is clinically proven to reduce soreness and provide fresh. MSRP: $47
Seattle Gummy Company’s Performance Gummies line is for athletes who need efficient, fast absorption of active ingredients before, during and after training or racing. MSRP: $3
The AirWaav Endurance Performance Mouthpiece fits on lower teeth to place the jaw and tongue in the optimal position to create the optimal airway opening while activating neuromuscular response. MSRP: $59.99
Pro-Tec’s The Force Mini Massage Gun, lightweight at .87 pounds, is a portable alternative to standard massage guns with speeds up to 3200 RPM. It has four interchangeable massage head options.
Force Field SPF 30 is a lotion/sunscreen combo from Ursa Major that not only goes on smooth and leaves no white residue, it’s also free from chemicals like Oxybenzone and Avobenzone. Force field is also formulated to help fight fine lines and wrinkles and aims to combat inflammation-causing pollutants like blue light and particulate matter. MSRP: $52.20
Muir’s new Cherry Vanilla combines tart cherries with Madagascar vanilla and is loaded with calcium and potassium. MSRP: $2.92
The Heatwave Glove Liner is designed to be worn inside a glove or as a standalone glove in its own right. It is lightweight and its Heatwave lining helps retain 20 percent of body heat.
MSRP: $24.95
PowerStep redesigned its ArchWear sandal styles in response to customer feedback, adjusting the profile and strap designs while still retaining the PowerStep arch support and heel cup to give proper foot alignment to help relieve and prevent foot pain for all-day comfort. MSRP: $69.95
Stunt Puppy’s Fi-ready collar let’s runners add their dog’s ID right on the collar. This exclusive collar features multiple patterns along with optional ID info to help cut down on clunky dog tags. Available in multiple patterns and optional reflective for a customized look. MSRP: $33
Gnarly Nutrition’ Limited Edition Flavor series of its electrolyte supplement – Gnarly Hydrate, in Salted Margarita and Lemonade. Gnarly Hydrate mixes into water and contains sodium, chloride, potassium and magnesium to replace the electrolytes runners lose when they sweat.
MSRP: $29.95
Run Rak’s Easy-Move Fitness Organizer holds essential running gear in one easily accessible rack. Headphones, clothes, shoes, towels, water bottles and caps fit in one storage container.
MSRP: $49.99
Why should run specialty retailers consider selling pickleball? Because it is the fastest-growing sport in America and picklers need to buy their gear and apparel somewhere! A Running Insight Special Report.
For decades, the running specialty channel has earned a reputation for being laser-focused on runners and their needs to the exclusion of nearly everything else — until recently. That’s when the uniquely named sport of pickleball entered the industry’s sights and the allure of the country’s fastest-growing sport caught the eye of a number of forwardthinking run retailers and a scattering of vendors looking to expand their customer bases.
As the pickleball market continues to soar, running specialty’s early adopters are recognizing the category’s huge growth potential. It’s a dilly of an idea, underscored by the fact that a post-2022 Running Event poll revealed that 54 percent of running specialty retailers either carry or were considering carrying pickleball products.
“Pickleball is America’s fastest-growing sport, so you might want to be a part of it,” exclaims Dan Santorum, president & CEO of the Professional Pickleball Registry. “Pickleball is exploding and it’s played
in a lot of public facilities that don’t have shops. Take advantage of the popularity of the sport — it’s another amenity that your store can offer. There’s an opportunity because sometimes people go into a store looking for one thing and end up getting other items, too.”
Santorum, who earlier in his career was involved with a running store that also sold tennis equipment and apparel, knows of whence he speaks, pointing out that pickleball offers running shops more of a chance to upsell and cross-sell, making it easier to attract new customers.
“It can go the other way, too: if people come in looking for pickleball you can also sell them running products. You want people to have eyes on your merchandise. It’s a win-win and can help build your business,” he says.
Just as importantly, “Runners come from all backgrounds — they’re very diverse, just like in pickleball. The average person runs and the average person plays pickleball, so why not serve both,” suggests Santorum.
“Running shops are experts in footwear and they know the importance of selecting the proper shoes for a particular activity. This carries over into court shoes. You can’t play pickleball in running shoes, so there’s an opportunity to also carry court shoes. Take advantage of the pickleball phenomenon — everyone’s talking about it.”
Talk about running with an idea. For a few running stores, pickleball has become a natural, and now integral, part of the business.
At Whirlaway Sports Center in Methuen, MA, owner Dave Kazanjian is reaping big dividends from his early investment in pickleball. The store, which celebrates its 40th anniversary in June, added the category almost two years ago and now has more than 400 paddles in stock representing five brands, as well as 700-plus court shoes. Kids’ paddles are also part of the mix.
“We’re fortunate to have the wall space,” he says. “We have a pickleball wall with
60 models of pickleball/court shoes – 30 each for men and women – and we carry some clothing and accessories such as grips, hats, bags and visors.”
Kazanjian notes that the store has 80 demo paddles in stock and will soon have a lined pickleball court in the parking lot to test the goods. On the grassroots scene, the shop has sponsored a few pickleball tournaments and is getting involved in an upcoming Special Olympics event.
“I started playing pickleball during the pandemic and it’s an addictive sport! I play it, I love it and I wanted to get involved in it,” says Kazanjian. “It’s exciting to have a new category. Teaching and educating our customers is the basis of our business.”
Kazanjian observes that there’s a lot of cross-over among his current customers. “We’re a run specialty store, but we carry over 1000 styles of footwear, including for baseball and
football. We’re more unique than a typical running store. Pickleball definitely brings in some new people and we already have a broad customer base due to our large range of footwear.”
However, Kazanjian cautions that not all running specialty stores may be up to the task of adding pickleball. “It depends on space and open-to-buy. It’s hard to dabble,” he says. “It’s a big commitment, but we’re doing well so far. You need to have
technical expertise, knowledge and service and that carries over into pickleball.
“It’s a slippery slope, so make sure you have a plan,” he continues. “There’s lots of inventory and technology involved in carrying product — for example, there are more than 100 companies making paddles and we’re not going to carry them all. The category is moving fast and it’s hard to keep up, especially with paddle technology.
It’s like running shoes — you have to be careful and manage the business.”
Fort Walton Beach, FL-based Run With It is also gung-ho for pickleball. “We started carrying pickleball in November 2020,” says Jeff Harris, who owns the business with his wife, Dana Harris. “During COVID, people played pickleball a lot. I had a tennis background and started playing and then realized how popular the sport is. I also found that there was no place [in my area] that carried pickleball gear.”
Harris brought in three paddle brands as well as accessories, including balls, grips and
weighted tape. Soon thereafter the store added court shoes, which also appealed to tennis players because they could get the footwear without having to order it online. Kids’ paddles (lighter and cheaper than adult paddles) came next and so far, they’re selling well. “Adding pickleball was the best thing we ever did because it brought in a whole new clientele,” he remarks.
Harris continued to expand the store’s pickleball offerings and in February 2023 he took a major step forward by purchasing a building with room for a pickleball court. “It’s a single indoor pickleball court and the
only one in the area. We’re now getting ready to build a covered outdoor court that will probably be ready this summer,” he says. “It put us on a path that we never really saw ourselves going on.”
At present, Run With It covers 6500-square feet, with about 2700-square feet devoted to pickleball and a full pro shop; the remainder is focused on running.
“We have a group run every Tuesday and some runners ditch the run to play pickleball,” Harris reports. “Pickleball has also attracted the little tennis ladies. We have a huge snowbird population that loves to play. They come in for pickleball products and then they buy sandals and running shoes for comfort and casual wear, as well as post-pickleball recovery shoes.”
Harris sees some crossover between runners and picklers, but the two groups are still fairly separate. However, pickleball is clearly bringing in a new clientele.
“We already had product that they needed — we just didn’t know we had it. The growth helped us move to a new location and business has since exploded,” he says. “We’re getting lots of calls and we’ve affiliated ourselves with a local teaching pro who gives lessons on our court. We had no interest in giving lessons and he didn’t want to be involved with retail, so it’s a perfect fit.”
The store also helps support pickleball events in the community by providing tournament sponsorships, erecting hospitality tents and setting up booths with product. His advice to other running specialty retailers: “If you’ve got the room and the
interest, it’s great. It’s the best thing we’ve ever done.”
Playmakers in Okemos, MI, is also no stranger to racquet sports. “We started as a team sports store and carried tennis and volleyball all along and we kept tennis,” explains Jake Crowe, co-owner and lead buyer. “We started to sell $80 to $100 tennis shoes for pickleball in 2021. Lots of snowbirds brought pickleball back from Arizona and Florida, younger generations like to play with their parents and the sport has really blown up.”
In addition to shoes, Playmakers carries pickleball socks, hats, paddles and balls. “We now have a 4X6-foot section near the running footwear wall. We’ve put cross-training and court shoes together on the men’s side and have called out pickleball shoes,” says Crowe. “We plan to keep our assortment focused — it won’t grow in size, but it will grow in business. We’ll sell more of what we currently have and we’ll grow organically. We already had tennis shoes, so this wasn’t a big leap for us.”
Crowe believes that pickleball allows the store to expand beyond the run/walk customer. “The cool part is that there’s another sport out there that’s fun and active. We have a broad, loyal customer base that might be surprised once they see what’s here. Word of mouth helps.” In fact, the store recently did a social media call-out and Crowe says it helped spread the message.
For some running specialty shops, pickleball is still a novelty, so it’s all about learning
the game. For example, Jeff Anderson, owner of Kelley’s Pace in Mystic, CT, began exploring the pickleball category this past February.
“We used to carry tennis shoes, but they were hard to get during COVID. But there was a lot of demand from customers,” he says. The store now carries pickleball shoes now as well as apparel, insoles and accessories suitable for picklers, but no
paddles or balls. The shoes are displayed on a special shelf near the running shoe wall. “We’re promoting pickleball shoes and they’re selling through, so we’ll keep the assortment tight for now.”
Anderson estimates that about 60 percent of his pickleball business is crossover from the running side and 40 percent is new customers. “Pickleball isn’t a big part of our business,
but it’s something we wanted to have,” he says. “It allows current customers more product choices and an opportunity to try something new. It also introduces customers to our store. It’s an easy fit to bring a small assortment to the store and grow from there.” He adds, “It’s always nice to see a new category and to grow with it.”
Chattanooga, TN-based Front Runner Athletics started
carrying pickleball in March of this year and is sticking primarily with footwear, the store’s area of expertise.
“We’re centrally located around courts and athletic clubs with pickleball courts and we’ve carried court shoes in the past,” says owner Chad Varga. “We re-entered the market with pickleball. There’s lots of demand. Our main issue is to find the sweet spot regarding
• “Stock pickleballs at the register, within sight. If there’s room, add a couple of paddles, too,” says PPA’s Dan Santorum. “As far as apparel goes, people wear anything for pickleball, including running shorts; it doesn’t have to be court apparel. The important thing is to put pickleball where it’s visible in the store and storefront.”
• Dave Kazanjian, of Whirlaway Sports Center, advises retailers to teach and educate the consumer and to not add to the confusion by carrying too much inventory. “You have to pick what you want to focus on. If you’re trying to make quick money, it probably won’t happen,” he says. “You have to be knowledgeable with the product and
know what you’re doing. You have to help guide people. The sport is growing and changing and there’s a lot out there, so you have to explain it to consumers.”
• K-Swiss’ David Malinowski stresses the importance of making consumers aware that they need a court-specific shoe, similar to how retailers work to get a runner into the correct shoe. “I would focus on having at least two to three models with different fits and create a pickleball area in the store,” he says.
• Josh Higgins, of OS1st, suggests that retailers “focus on carrying two or three leading [sock and bracing] brands and you’ll get everybody.” He adds, “Its super cheap to promote pickleball to consumers and in many places
there are local tournaments every weekend that are very inexpensive to sponsor. It creates another relationship between stores and customers.” Higgins also advises retailers to make customers aware that they can get quality pickleball products in-store by putting signage in the front and/or in the window. Other initiatives can include reaching out to local pickleball providers as well as local doctors and physical therapists, especially with bracing products.
• “Visit local pickleball courts, clubs and events to get the word out that your store carries this product,” says Dan Sullivan, of Skechers. “Word of mouth is very important in the run specialty community and pickleball is very similar.”
price point. There’s also some customer confusion about court shoes, specifically tennis versus pickleball.”
Varga isn’t yet sure how many new customers are coming in to buy pickleball products, but the store does have good penetration in the area. He has also noticed that the same customers are running and playing pickleball.
“[Pickleball] has definitely increased our revenue and it’s a side benefit of re-establishing ourselves in tennis,” he says. “The challenges for us are to get the word out, understand who we’re marketing to and determine the price points of the products that players want.
It’s very early in the game for us and we’re just figuring it out.”
For sporting goods manufacturers in the specialty running and racquet sports markets – and beyond – the siren song of pickleball is irresistible. Producers of performance footwear, hardgoods, socks and recovery products are all making inroads in the run specialty channel and the list of brands looking to get in on the action is increasing at near warp speed.
For example, this past March marked the debut of DINK, a new pickleball sports drink that will be available at pickleball
courts across the country, as it recently launched a threeyear partnership with USA Pickleball. In addition to its recovery beverage, DINK is also supplying pickleball lifestyle apparel and gear featuring the Volley Llama, the brand’s wooly, paddle-wielding mascot. As part of the sponsorship, DINK will be featured at all national and regional pro and amateur tournaments as well as in marketing promotions. Can the running specialty market, which is always keen on fueling and recovery, be far behind?
For established court-specific brands such as K-Swiss, expansion into run specialty makes perfect sense.
“Pickleball is the fastestgrowing sport in America and many of these new players are not coming from a tennis background,” explains David Malinowski, director of court performance at K-Swiss. “For this reason, you see many different people wearing running shoes on the pickleball court, which is dangerous. Clearly, these consumers are used to wearing a running shoe, so we need to educate them about the benefits of a pickleball court shoe. If they are currently buying running shoes, we need to make sure we expand distribution to pickleball products at those same locations.”
Malinowski says that every week the company is hearing
from running retailers that want to carry the K-Swiss pickleball line. “We know pickleball players are coming into these stores looking for a court product and this isn’t something that those shops typically carry.”
He adds, “Pickleball consumers are now coming from all age groups and each is looking for something a little bit different. The younger group is looking for a shoe that they can wear to train in and play pickleball, which is why they are currently wearing a running shoe. We want to keep people active and injury-free, so it’s important to educate the consumer to wear a court shoe that provides adequate lateral support and traction on and off the court. The beauty of court sports is that the players will wear out shoes much like serious runners, leading to repeat business.”
On the accessory side, OS1st, known for its socks and bracing products, entered the pickleball market a couple of years ago via a partnership with orthotics and footwear maker Foot Solutions. Since then, the company has become the Official Sock of the PPA Tour and Major League Pickleball.
The brand is also the title sponsor of the OS1st North Carolina Open tournament and they are sponsors of pickleball pros Jay Devilliers, Jessie Irvine, James Ignatowich, Brooke Buckner and Sarah Ansboury. OS1st is also the official sock and bracing brand of Life Time, which currently operates 170 clubs in the U.S., and boasts 420 pickleball courts spread over 120 clubs. The partnership will include branding as well as interior commercials in facilities.
“We launched our pickleball sock a year-and-a-half ago,” says Josh Higgins, president of ING Source, OS1st’s parent company. “Pickleball customers need court shoes, socks and bracing and there are no pickleball specialty stores in which to buy those products. Tennis specialty is way down and there are more run specialty stores to work with. The pickleball conversation is a constant for us.”
He adds, “We want to be involved in the beginning, so five years from now we’ll have brand equity in the pickleball market. We want to find categories that will help build the
brand. Our goal is to grow as fast in pickleball as we’re growing at run specialty.”
Higgins notes that OS1st is the fastest-growing sock brand in run specialty, making it easier to convince those retailers to get into the pickleball category. “More people are seeing this as low-hanging fruit, especially if the local community has pickleball courts,” he says. “It’s an easy opportunity with very little investment that gets people through the door.”
Meanwhile, footwear and lifestyle brand Skechers is also taking advantage of the pickleball boom.
• There are an estimated 36.5 million pickleball players in the U.S., according to a new study released in January 2023 by the Association of Pickleball Professionals (APP). The research was conducted by YouGov, an online research data and analytics technology group, which tracked participation in the 12-month period from August 2021August 2022. Most estimates anticipated 2022 participation numbers to be in the six million to nine million range, based on the trend of the past two years, but the number of 36.5 million blows that out of the water, meaning that the sport is even more popular
“The target consumer demographics [in running and pickleball] are very similar and those who shop in run specialty like to do many activities in addition to running. The running specialty market could benefit from offering pickleball footwear,” says Dan Sullivan, Skechers’ group VP–performance. “We have had many stores reach out to us to capitalize on this growing sport. The run dealers have a close connection to their communities and they are seeing the explosive growth of pickleball and many understand our solid footing in pickleball.”
than previously reported.
• From August 2021-August 2022, 14 percent of Americans played pickleball at least once, 8.5 million people played eight times or more, and 45 percent say they plan to play more pickleball in the next six months than they did in the prior six-month period, according to the APP report.
• There are currently 10,320 pickleball courts in the U.S.
• A post-2022 TRE poll revealed that 54 percent of running specialty retailers either carry or were considering carrying pickleball products.
• Twenty-six percent of pickleball players also
Overall, says Sullivan, “Pickleball is an easy way for run specialty stores to serve their local communities with the fastest-growing sport in the United States.”
To do this effectively, he believes that the store staff has to be educated on the benefits of a pickleball shoe versus playing in a regular shoe or even a tennis shoe.
“The store needs to call this out with POP of the pickleball product to garner attention when the store is busy. They also could do some grassroots and local marketing to get the word out that they are a pickleball destination.” n
participate in Running/Jogging, according to SFIA’s Pickleball Single Sport Report.
• Pickleball has been the fastest-growing sport in the U.S. for the past three years and participation has increased an average of 158.6 percent over the past three years, according to SFIA.
• Pickleball isn’t just for seniors. Players ages 18 to 34 comprise the largest percentage of pickleball players at 28.8 percent nationwide.
• By the way, “dink” is a pickleball term for a soft shot that barely makes over the net into the “kitchen.” To learn what a “kitchen” is, go to pickleballportal.com.
Runchella 2023 in Chicago enjoyed the highest attendance of any Running Industry Association member summit to date, with almost 350 members on hand. The energy was high, the vibe was positive and retailers, brands and associate partners connected in multiple ways.
Runchella 2023 by the Numbers
• 22 leading brands
• 7 associate partners
• 14 emerging brands
• 343 attendees
• 3 group runs
• 2 cocktail hours
• 1 spectacular Chicago skyline party
This year attendees got down to business. In the past, social aspects were the focus — and of course that concept remains a big part of the show. At Runchella 2023, however, member brands and retailers came to get down to work.
Retailers were eager for product updates. Brands welcomed feedback. Associates helped retailers gain an in-depth understanding of their platforms. Overall, everyone was genuinely excited to evolve and enhance their existing and new collaborations. And capping the concept off were top-to-top meetings, which allowed store owners and brand executives a platform for candid and productive dialogue.
“Runchella creates a unique mindset for retailers and vendors,” says Shawn Beitelspacher, head of specialty sales at Oofos. “Everyone shows up ready to collaborate, work, challenge and make each other better. The small group format and top-to-tops help encourage that and every show we all walk out with actionable items that can affect the rest of the year.”
“Runchella ’23 was a great use of time for me and members of my team,” adds Adam White, owner of RC Outfitters. “The show format clearly took feedback from participants who attended in 2022 and the end result was improved efficiency and effectiveness between the retailers and vendors. I would highly recommend this show to both stores and retailers whose time and budget allow. My team and I look forward to attending again next year.”
After the top 22 brands in the channel met with retailers for two days, emerging brands took the baton. Fourteen brands that are new or growing within the specialty
run channel had a half-day of retailer sessions. The goal was to expose retailers to new products that will enhance their customer’s selection, and ultimately keep them coming back to see what’s new. The following brands attended this year:
Falke - Performance Apparel
Footbalance - Custom Insoles/Scanning
Junk Brands - Branded Headbands
Kahtoola - Winter Footwear Traction
KinEsys - Active Sunscreen
Lightfoot - Support Sandals
Puma - Performance Footwear
Pressio - Sustainable Apparel
Roll Recovery - Tissue Massage Tools
SFuels - Performance Nutrition
Sunday Afternoons - Tech Running Hats
Vimazi - Performance Footwear
Zensah - Compression and Braces
“Our first time at Runchella was an excellent experience,” says Matt Hensley, VP–business operations at Roll Recovery. “Not only did we have the opportunity to share our story and demo our products, but we had the ability to speak one-onone with retailers where they shared their concerns, challenges and successes. Coming out of Runchella we’re excited to apply what we learned in becoming a stronger brand for our retailers and customers.”
Among the other highlights:
• Run Specialty Hall of Fame. A highlight of Runchella 2023 was the induction of four men and women into the Run Specialty Hall of Fame. The
opening night presentation honored Pat and Jan Sweeney of Fleet Feet Sacramento, Ted Goodlake from On Running, and Mark Sullivan, founder of The Running Event and former editor of Running Insight. There were
many laughs and a few tears as Clye Sage, Robyn Goby and Christina Henderson shed light on the inductees’ contributions to the industry over years and decades. (See page 58 for more.)
• New Member Benefit:
Product Data Collaborative. RIA executive director Terry Schalow announced the upcoming launch of a democratized, universal database that removes the burden of gathering, formatting and managing brand product data by providing a centralized repository called the Product Data Collaborative. Brands provide seasonal product data and the system standardizes it for retailers to easily create product assortments for upload to POS providers, e-commerce and digital marketing solutions.
• Three Group Runs
Day 1: ASICS and the Low Impact Alliance got 75-plus runners on the Lake Michigan shoreline for a productive run that collected 100 pounds of garbage as they enjoyed the stunning views.
Day 2: Saucony had attendees try some of their latest shoe styles for a demo run through Navy Pier and back.
Day 3: Local Chicago runner and blogger Erica Agran from Go! Running Tours led the run on Thursday morning to Maggie Daley and Millennium Parks along with an emerging brand expo.
• Specialty Run + DEI. A lively and informative panel discussion, moderated by Erin Flynn of Bentley University and in support of the Running Industry Diversity Coalition, focused on what stores are doing to drive the channel forward and make progress on DEI initiatives. A packed house heard from panelists Lindsey Mulder of Playmakers, Jeff Metzdorff of Mill City Running and Harry Chandler of Charlotte Running Company, who shared their experiences and strategies. n
Four industry veterans are inducted into the Run Specialty Hall of Fame during Runchella last month.
In early May at the Running Industry Association (RIA) member summit, Runchella, in Chicago, four members of the run specialty industry – Running Insight’s own Mark Sullivan, along with Pat and Jan Sweeney, of Fleet Feet Sacramento, and Ted Goodlake, of On Running, were inducted into the Run Specialty Hall of Fame. To mark this special event Running Insight takes a run with each of them.
Mark Sullivan is one of the founders of Formula4 Media and The Running Event (TRE) and former editor of Running Insight. During his time with TRE the show was twice named one of The Fastest 50 Growing Trade Shows in America and grew from 14 vendors and 43 retail attendees to more than 200 vendors and 2000 overall attendees.
In addition to The Running Event, Sullivan developed The Best Running Stores in America program and helped found The Independent Running Retailers of America, now known as The Running Industry Association.
Prior to founding Formula4 Media, Mark was a group VP and editor/ publisher at Fairchild Publications, where he oversaw Footwear News and a number of active lifestyle trade publications. He started his Fairchild career at Women’s Wear Daily, where he won the Atrium Award for excellence in coverage of the American Fashion Industry.
Sullivan and his partners sold The Running Event to Diversified Communications in 2018. In 2020, he purchased the SBRnet, which provides sports business data and other resources to students at more than 250
colleges and universities.
Mark is a graduate of Syracuse University’s Newhouse School of Public Communications.
Running Insight: What does your Hall of Fame induction mean to you personally?
Sullivan: It’s very flattering and humbling. I’m not big on awards, but this is
so meaningful because it comes from the running industry, where I have developed so many special relationships.
What are you most proud of in your career in run specialty?
It would be easy to say the development of TRE, but there are two other instances that stand out for me. One is after the Boston Marathon bombings in 2013 when the industry rallied and raised $100,000 for the victims by selling T-shirts in their stores. They responded so quickly and with such focus. It was great to be a part of it, even in a small way. The second was in March 2020 when the COVID-19 pandemic forced so many stores to shut down and we rallied the industry with weekly Zoom calls to share information. Again, it was a great example of the community coming together to support one another. I’ll never forget that.
Any highlights from your time in run specialty?
It’s been amazing to see the growth of the industry. I remember stores that were just starting out and now they are phenomenally successful. And I remember when Hoka and On Running had 10 x 10 booths at TRE and now they are
billion dollar-plus brands. It shows that if you come to this market with an innovative idea, you can achieve great things. It’s both exciting and inspiring.
Any lowlights?
There was one time when a group of retailers accosted me at The Best Running Stores dinner because they wanted to present an award they had thought up at their dinner table over more than a few beers. It got a little heated,
but we are all friends now.
Any message you want to send to the running business as you entered the Hall of Fame?
The industry will continue to experience highs and lows, but people keep running and responding to the great service, community and environment that run stores provide. The industry has done a great job of evolving and I am excited to see how it adapts in the coming years.
What keeps Mark Sullivan busy these days?
I am doing a lousy job of being retired. I still work with (TRE show director) Christina Henderson on The Running Event, which I love. I get to stay in touch with the business and she has to deal with all the headaches. Secondly, I bought SBRnet in 2020 with my friend Neil Schwartz. SBRnet provides data and other resources to more than 260 colleges and universities in the United States. It’s a small but fascinating business.
Finally, what’s the future hold for Mark Sullivan — both near-term and long-term?
My new company is launching an event October 6-8 in Baltimore. It’s called Get in the Game and is a joint venture with First and Pen, a minority-owned media company. It will bring together companies from all aspects of the sports business with students from Historically Black Colleges and Universities who are looking to break into the sports business.
Over the past 15 years, the industry has made great progress in hiring and promoting women, but companies tell me they need to do a better job with young men and women of color. Our hope is that this event can help speed up that process. I feel great and want to take one more ride on the carousel of developing a new event and believe this is the right idea at the right time and extremely worthy of my time, effort and resources.
The husband and wife team of Pat and Jan Sweeney met while working at a start-up employee-owned airline in New Jersey called PeopleExpress. It was there that they developed an entrepreneurial spirit, learned about business management and risk taking. They got married and moved to Washington, DC, area, where Jan worked for the U.S. Dept. of State and Pat at an Environmental Testing management organization.
In 1994, Pat had his “ah ha moment” when he went shopping for a wetsuit at Fleet Feet Adams Morgan, chatted with owner Phil Fenty and decided he wanted to leave corporate life to own a Fleet Feet Sports franchise. He quit his job to work as a store manager at Fleet Feet McLean under Lea Gallardo and a year later the couple sold their house in northern Virginia and moved to Sacramento, CA, to work for Tom Raynor, who had just purchased the company from Sally Edwards. Jan worked at the Fleet Feet corporate office while Pat managed the Sacramento store across the street, still in its original location in a blue Victorian building. That same year that they moved across the country, they had a son, Conor, now 27-years-old, who grew up in the store’s stockroom and out at races helping the Fleet Feet event team.
The second year in Sacramento, Raynor bought a building up the block on J Street, moved the store and
the corporate HQ to this bigger location and agreed to sell the store to Pat and Jan in 1997. At that time the store had five employees, including Pat. In the subsequent 20 years of their ownership, this flagship store expanded twice, added an Event Management division that became the premier running event management company in northern California, added a coaching/training division that trained 3000 walkers and runners annually, started an after-school running
nonprofit for 14 Sacramento elementary schools. The company grew to a combined total of 75 employees in their last year, with retail sales of $5 million annually and combined sales of $6.5 million.
They retired in 2016 and two years ago moved to Bend, OR, where they now bike, hike, cross-country ski, play pickleball and host frequent out-of-town guests and dinner parties.
They would say their greatest gift of their years in owning Fleet Feet
Sacramento is the friendships built along the way within the store, with other store owners and Fleet Feet Inc. staff and the vendor community. They’ve had numerous employees meet at Fleet Feet J Street, get married and have children, others who went on to open their own Fleet Feet stores, while several moved over to the vendor side and are still working in the trade channel. That’s a legacy they are thrilled to pass on to the next generation of retail entrepreneurs.
Running Insight: What does your Hall of Fame induction mean to both of you personally?
Pat Sweeney: Having been out of the industry for sixand-a-half years, in an industry that came to define us, we certainly didn’t expect anything like this. We were shocked and pleasantly surprised and somewhat disbelieving. We are deeply honored by the recognition especially given the fact that there are so many (past and present) deserving people.
What are you most proud of in your career in run specialty?
A few things. We feel that we represented our brand really well (it was and is the flagship store). We felt we had a duty to do it right. We are also very proud of our staff. We tried to make the store an extension of our family and treat everyone with respect, help them achieve their goals and keep the whole thing as fun as possible. Many went
on to work in the industry and several couples met their future spouse while working together at the store.
And speaking of family, we had our son, Conor, the year we moved to California and that he grew up watching his parents run a family-owned business was definitely meaningful. Conor saw it required a lot of hard work and dedication by all of us. During the summers in middle and high school, he rode his bike to the store to tag socks, prep race packets, work race events and anything else the staff needed and learned his work ethic working at Fleet Feet. Today, at 27, he’s a lobbyist for Susan G Komen Foundation.
We are also proud of the events and training divisions we created because our leaders were amazing. Our events division became one of the biggest in California, with over 20,000 participants annually, and our training division at its peak coached over 3000 runners and walkers a year. That enabling of customers to achieve their goals was extremely satisfying for me and Jan, our coaches and our events team.
Any highlights – or lowlights—from your time in run specialty?
We never really had any lows to speak of, but the highlights were many. Two that come to mind were being the first store owners to inducted into the Fleet Feet Hall of Fame and receiving the Sacramento Small Business of the Year award in 2016.
Any message you want to
send to the running business as you entered the Hall of Fame?
The landscape of the running business has changed a lot over the years, but one thing that never changes is the need for passionate, personal, high-level customer service. If you can deliver that day in and day out then no one can stop you from achieving your goals.
What keeps Pat and Jan Sweeney busy these days?
I swear we are busier now than ever. Two years ago, we moved to Bend, OR, to facilitate our love for an outdoor active lifestyle. I ride the bike a ton and Jan plays a lot of pickleball (I play some as well — doesn’t everyone?). We hike, Nordic ski, paddle board and of course do the strength and stretching thing so we don’t fall apart. We also entertain/socialize a bunch with our new-found friends in Bend and host many of our friends visiting from Sacramento. We travel pretty frequently. Jan also sits on the Yosemite Board for the national nonprofit Naturebridge, which takes children onto the trails of national parks for immersive science education.
Finally, what’s the future hold for the two of you?
Near term: Keep doing what we’re doing — we love it. Long term: See previous answer. Life is for having some fun. We worked really, really hard and loved it. Now this is our work — enjoying life, friends and family.
Ted Goodlake developed a passion for running at age 14 while attending boxing classes when, in preparation for boxing matches against adult inmates from a local penitentiary, he began running long distances. He soon realized a preference for running over boxing. Later in life he then discovered an affinity for sales through the thrill of closing deals and building strong relationships. His passion was promoting emerging brands that required strategic planning and growth management for both the retailer and the brand.
Given an opportunity in Santa Monica, CA, to test a new shoe technology he took a quick run on the sidewalk along the beach and subsequently received a job offer from the nascent Swiss brand On. He is credited with pioneering the On brand in North America in sales and had the privilege of hiring talented individuals and witnessing their career growth alongside the brand.
His resume is impressive:
• Director of Sales for 10 years for On Running North America
• National Sales Manager (nine years), Puma U.S. Running Division
• Western Regional Sales Manager (two years), Gold
Toe Socks
• Territory Sales Rep (two years), Brooks
• National Sales Manager (four years), Etonic Sports
• Sales Rep for Etonic and Tretorn brands
Goodlake is also a 12-time All-Conference SEC Track and Field Indoor/Outdoor and Cross-Country and a member of five SEC championship teams representing the Tennessee Volunteers.
Running Insight: What does your Hall of Fame induction mean to you personally?
Goodlake: Happiness. Validation for years of hard work in a long and enjoyable career.
What are you most proud of in your career in run specialty?
Friendships. Creating opportunities for the people I’ve worked with to advance their careers in the industry.
Any highlights – or lowlights – from your time in the business?
Meeting Caspar Copetti, one
of the founders of On, was certainly a highlight of my career, along with starting the growth of sales in North America.
Any message you want to send to the running industry as you entered the Hall of Fame?
Maintain an entrepreneurial spirit, be creative, be open to change while keeping true to who you are at heart.
What keeps Ted Goodlake busy these days?
Learning and participating in the stock market as I find it competitive like everything I’ve done with my career.
Finally, what’s the future hold for Ted Goodlake?
Traveling and searching for new beaches to visit and enjoying family time with grandbabies. n
“THE STORES THAT BUILT SPECIALTY WERE OPENED AND RUN by runners who wanted to help every runner meet and exceed their aspirations, particularly new runners. Many of the stores didn’t look like manicured internet showrooms, far from it. They were a bit of a mess, but authentic, reliable for the good advice and the right stuff. They got runners started with just the basics – without upselling timing devices or much else. They knew their customers, their customers knew them, and they grew business through friendship and word of mouth. Though much of the scene has changed, stores are open, customers visit and engagement is still essential.
“Talking with sales associates and shop owners, we’ve learned in some countries some shoppers (and sales associates) don’t engage in conversation as they did only a few years ago. New to running, many people lean toward friends or the internet and browse for what they think they want, often not knowing what they need.
“We go into stores and ask people (who don’t know us) what’s essential for a new runner. Invariably, at the core, there are five essentials. Stores that seem to have figured it out do not ask what do you want. They ask, what do you need? They give the shopper permission to think, to ask for help, to open a conversation. New runners need to focus, not on what they think they want, but on what they need, and it’s okay to make the point with the icebreaker: ‘What brings you in — and what do you need?’
“Everyone who wants to run needs reliable advice that suits who they are and what they aspire to be. It’s important to routinely ask if they need five core essentials that are easy to remember and critical to running comfort and business: shoes, socks/clothing, nutrition, hydration and skin protection because, sooner or later, rubbing is distracting and leads to sometimes painful foot blisters, raw skin and chafing and in places they weren’t expecting it.” It’s okay to ask and talk about core essentials – because you are experts!” —
Bill Sternoff, Body Glide“Sunglasses are not only a protective measure, but a performance one. The technical elements in a well-constructed frame can provide comfort and clarity. Retailers can sell sunglasses as an investment in a complete lifestyle, not just a running accessory.” — Wes Stoody, Founder, Article One
Part 4 ... Vendors offer some final insight into selling the category.
The Running Event has an intimate, communitydriven spirit and energy—and we’re creating that space for the outdoor industry. We understand the needs of specialty retailers, and we invite outdoor stores to come experience everything TRE has to offer this fall.”
Back for the second year, Switchback at TRE will continue to build upon a strong foundation of exhibiting outdoor brands. Outdoor retailers will find a one-stop, targeted opportunity to discover and source new products, access timely education, and connect with other specialty retailers—within both the running and outdoor industries.
Mark Sullivan—a founder of The Running Event (TRE)— was recently inducted into the Run Specialty Hall of Fame at the 2023 edition of Runchella.
Since The Running Event’s launch in 2006, Sullivan has been an integral part of the TRE team. During his time with TRE, the event has grown from 14 vendors and 43 retail attendees to nearly 300 vendors and 3,000 overall attendees 2022, and was twice named one of The Fastest 50 Growing Trade Shows in America by Trade Show Executive.
In addition to TRE, Sullivan developed The Best Running Stores in America Awards program, the publication Running Insight, and helped found The Independent Running Retailers of America, now known as the Running Industry Association (RIA).
We at The Running Event and Running Insight are thrilled to celebrate our team member and friend!