LISTEN FIRST
THEN CONNECT
To sell accessories, focus on what the customer has to say to you. / By Tom Griffen
When I watch outfitters work with customers, their focus often strays from the ideal. They get the customer squared away with whatever they came in for (shoes, usually), but a lot is left on the table — insoles, maybe, or some hydration or nutrition. The customer happily leaves with their shoebox in hand, but they’re bereft of the gamut of other things they didn’t even know to ask about.
Whether it’s a product, information or resources, a litany of possible solutions goes unaddressed because the fitter didn’t take time to make the relevant connections. Listening more intently to customers is the lowest hanging fruit in your store and it’s ripe to take your store to the next level.
Instead of listening, I commonly witness fitters focus on other things. Specifically, the store’s fitting technology, fanciful shoe components or the stress-inducing, serpentine line of waiting customers that’s inspiring a quickly-churned waitlist. Sure, these details are important — the tech we use to fit folks these days is laudable, knowledge of modern shoe mechanics is imperative and a long queue of
Photo: Nick Fewings on Unsplash
Listen First, Then Connect (continued)
In the words of my late Grandma Dorothy. “Tommy,” she’d say to a younger me, “You have two ears and one mouth… make sure you use them accordingly.” Basically Gram was telling me to listen twice as much as I talked.
the customer sitting across from them, when they’re giving an undistracted ear and truly hear what customers have to say, the chances of selling more products increases exponentially. And hey, if you think this sort of “selling” takes too long or feels pushy, you’re simply making excuses. You’re probably just afraid of change. Of stirring up your status quo. But take heed, because it’s precisely these sorts of excuses that will delay your thriving.
incorrectly framing their moment with a customer. They’ll benefit from a reminder that we aspire, more than anything else, to care. Caring more inevitably leads to bigger tickets.
Two Ears, One Mouth
anxious clients is, quite frankly, a darn good problem to have.
But prioritizing these sorts of details over a concentrated focus on the customer’s story is a miss.
Listen, Then Sell
Steadily listening to the customer’s narrative is how we win holistically as specialty retailers. First, there’s the human win: The customer leaves the store feeling seen and heard, educated and informed. All their known and unknown questions were aptly answered during an interaction that made them feel extra special. And make no mistake, it’s this feeling that inspires them to sing your praises. It’s what brings them back, too.
Second, there’s the business win. The outfitter’s keen attention and thoroughness at the fit stool inevitably translates to stronger metrics. The natural outcome of better listening is higher UPTs, more dollars per sale, quicker inventory turns and more business ideals. Good listening translates to a super healthy business.
When fitters are locked in with
When fitters approach each unique fit with a goal to more effectively listen, efficiency is a natural outcome. Why? Because they show up with a plan. It stands to reason that people who are good at listening are also good at paying attention to time. Such folks know how much the smallest details matter.
As for being salesy — if your fitters spend all day making relevant connections between products and specific details of the customer’s story, they’re educating far more than they are selling. Fitters who think too much about selling stuff are
Additionally, I’m compelled to pass along the words of my late Grandma Dorothy. “Tommy,” she’d say to a younger me, “You have two ears and one mouth…make sure you use them accordingly.” Basically Gram was telling me to listen twice as much as I talked. I can’t claim to have consistently adhered to her request, but here I am, some 50 years later, sharing her poignant words with you. Her advice about the value of listening obviously made a strong impression on me.
Chances are, you and your team members self-identify as good listeners. And okay, maybe you are. But the store’s average UPT likely proves there’s ample room for improvement.
Whatever your current average UPT is, I challenge you and your team to activate a more stellar
The benefits of listening before selling often add up to higher sales and a much better customer experience, which brings them back time and time again.
Tune more deeply into the customer’s story, pluck out a key detail, then make a direct connection between a product and that detail of their story. You’re already doing this with shoes, so it’s just a matter of holding yourself accountable to doing it with accessories and other essentials.
level of listening to add two units to that number. How to do this is easy — tune more deeply into the customer’s story, pluck out a key detail, then make a direct connection between a product and that detail of their story. You’re already doing this with shoes, so it’s just a matter of holding yourself accountable to doing it with accessories and other essentials.
If you’re paying attention to the customer’s words, you’ll be readily able to use them in everyone’s favor. Simply say, “You told me this, so I’d like to show you this.” Listen and connect, all day long.
Customers will always be far more interested in a thing that makes immediate sense in their world. The only way you can do this effectively and efficiently is to build a plan committed to more active listening. Do this, and your listening strategy will lead to more regular conversations the customer didn’t see coming — ones they are wildly excited to have with you.
And there’s a good chance you will sell more than just a pair of shoes while you are at it. n
Photo: Brett Jordan on Unsplash
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ESSENTIALS 2025
16 pages of the best essential and accessory products for run specialty retailers.
CATERPY
Caterpy Air 2.0 features a patented elastic design with different tension zones, providing a secure yet flexible fit for natural foot movement. Its anti-slip micro bumps ensure knots stay tied, while the customizable comfort zones offer midfoot support and elasticity near the toes for toe splay. MSRP: $14.95
SPRINTS
Sprints VP snapback trucker hats offer fun themes like “Cheaper Than Therapy Run Club,” “Hot Moms Run Club,” “Hot Dads Run Club” and “Here for the Beers Run Club.” Built for runners with personality, each hat features laser-cut ventilation, sweat-wicking fabric and a built-in sweatband, plus bold embroidery to help spark conversations at meetups, races and post-run hangs. MSRP: $38.
The Essentials Issue
ALETE
Alete’s SaltStick FastChews are chewable tablets that can start working in 45 seconds just by chewing. Available in 10 flavors, including two caffeinated options for an extra boost from green tea caffeine. MSRP: $3.50–$17.99
SPIBELT
The SPIbelt Monochromatic expands to hold larger smartphones, including the iPhone 13 Pro Max and Samsung Galaxy S20+. This fitness belt keeps all exercise accessories, headphones, keys, ID and credit cards safe, secure and close at hand. MSRP: $29.99
TAILWIND NUTRITION
Tailwind’s Rapid Hydration delivers fruit-forward flavors with just a touch of real cane sugar with no artificial or diet sweeteners. Made with electrolytes and vitamin C. MSRP: $29.99
LEVELLE
Levelle’s Chocolate Cycle-Syncing Vegan Protein Powder Set is powered by effera Human Lactoferrin to provide a protein powder that adapts to female hormonal changes, helping to boost energy, balance mood and fuel recovery — in a chocolate blend. Vegan and cycle-friendly. MSRP: $99
Support & Pain Relief
Comfort & Performance
Made to be worn, made to stay healthy, made to recover, Made To Move. Offering unmatched comfort, support, and performance, our insoles relieve pain, reduce fatigue, prevent injury, and enhance natural movement.
The Essentials Issue
NATHAN
The Pinnacle Breeze is Nathan’s most breathable hydration vest. Built with a wide pattern mesh, it offers carrying capacity and includes two 14-ounce tapered soft flasks with extended straws, mesh panels and four front power mesh pockets. MSRP: $140
LEKI
The UltraTrail FX.One is a 16mm pole equipped with the new Trail Shark, a grip-strap system developed exclusively for trail running. The Shark Frame Strap Mesh transfers power directly to the center of the pole and the slim shape of the Trail Shark hook allows the strap to be engaged with the pole or removed while on the run. With a packing size of 15 inches, this pole can be stowed away or hand-held when not in use. Available Spring 2026. MSRP: $219.95
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The Essentials Issue
BIB BOARDS
BibSnaps are reusable, snap-on fasteners that securely hold race bibs in place without pins, holes or magnets that damage clothing, offering a smooth and eco-friendly solution for runners.
AETREX
Aetrex Speed Orthotics help prevent injury, alleviate discomfort and reduce fatigue while running. This orthotic features Aetrex Arch Support to biomechanically align runners’ bodies and help prevent common foot pain such as plantar fasciitis, arch pain and metatarsalgia. These orthotics are best for running shoes, athletic sneakers and tennis shoes. MSRP: $69.95
SUUNTO
Suunto’s Wing 2 is a training partner, safety companion and adventure soundtrack all in one. This second-generation model adds real-time voice feedback directly from a Suunto watch, smart LED safety lights with adjustable modes via the app, and improved battery life — now offering up to 12 hours of use. MSRP: $179
The Essentials
PRO-TEC
Pro-Tec’s Force Mini 2.0 Massage Gun with FlexEdge mobilizer attachment combines an Instrument Assisted Soft Tissue Mobilization (IASTM) tool, or “scraper,” with vibration technology to break up adhesions and muscle knots. The vibrating, flexible edge amplifies the vibration, providing treatment along the soft tissue to help improve flexibility and range of motion. MSRP: $129.95
FOOT BALANCE
FootBalance’s Impact customized insoles provide shock absorption on the heel and ball of the foot to help reduce stress-related injuries. Ideal for activities involving explosive movements, Impact offers stability for feet and ankles under intense strain. MSRP: $90
BAKLINE
Bakline’s Reflective Running Cap offers a reflective all over print. Its precurved brim, mesh side panels and elastic strap have been designed with function and comfort in mind for runs early in the morning or late at night. MSRP: $37
The Essentials Issue
Featuring UltraCarbon technology, the 100% Hypercraft Matte Stone Grey HiPER Crimson Silver Mirror Lens frameless sunglasses are lightweight and come with a hard case, microfiber cleaning bag, clear replacement lens and extra alternative fit nosepad. MSRP: $149
XACT NUTRITION
Xact Electrolytes deliver sodium, potassium, magnesium, iron and vitamin C to optimize hydration and replenish electrolytes lost during exercise. Crafted with a smooth, water-like texture without any fizz. MSRP: $8
The Essentials Issue
UCAN
UCan is expanding its gel lineup with two fruit-flavored Edge and Caffeine options: Salted Watermelon and Mixed Berry. Each gel delivers 45mg of caffeine. MSRP: $37.95–$39.95
CORRECT TOES
Correct Toes Sport helps support both injury prevention and recovery by encouraging healthy toe alignment and increased blood flow. MSRP: $35
SUPERFEET
Superfeet Run Pacer Elite insoles offer a Carbitex carbon fiber plate that responds as runners move, helping to deliver flexibility at low speeds and engaging rigidity for propulsion at high speeds. The SuperRev foam optimizes energy return with arch support that helps to enhance natural foot biomechanics. MSRP: $94.99
CHICKN LEGS
Chickn Legs Runner Sticker Packs offer dozens of funny vinyl stickers made for runners. MSRP: $8
ROLL RECOVERY
The SuperPlush line by Roll Recovery was created to be a refuge for tired feet. The slides are engineered for recovery with a structured footbed providing stability and support. They’re lightweight and breathable to help promote overall foot health. MSRP: $69
TIGHTIES
The Tighties Stabilizer activates the muscles that support joints, helping reduce pain and retrain running mechanics. It improves load distribution and reinforces alignment across runners’ hips, core and spine to help with managing chronic pain, preventing overuse injuries or returning from a setback. MSRP: $299
The Essentials Issue
ALTER EGO
The Cruiser Pro by Alter Ego takes its signature Cruiser fit and elevates it with three upgrades. The VelProTech Enclosure delivers a rubberized hook-and-loop closure for onehanded adjustment and the Moldable UltraBrim uses shape-memory with honeycomb construction to bend and hold its form. The ProWeave UltraLiner offers a breathable, sweatwicking experience with a textured sweatband. MSRP: $59
COROS
Coros Pace Pro features the brand’s first ever AMOLED display, helping runners navigate and follow a route directly from their wrist with Pace Pro using offline maps (no cell service required). The Coros app offers quick summaries of training, sleep and recovery. MSRP: $349
SORBOTHANE
Sorbothane Ultra Plus features a custom system supporting the arch and stabilizing the rear foot. This insole enhances comfort and provides impact protection with the heel pad and expanded Sorbothane forefoot strike insert, which add comfort and protection. MSRP: $70.59
DERMATONE
Dermatone Mineral Sunscreen Stick SPF 50 delivers broadspectrum sun protection in a portable stick. The lightweight, reef-safe zinc formula rubs on clear, is sweat-resistant and is gentle on skin.
MSRP: $9.99
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PONYFLO
The Ponyflo Hat features a patented back-opening design that accommodates high ponytails and buns. Engineered for both performance and style, it offers a secure, customizable fit for every wearer. MSRP: $29.99
TIGER TAIL
The Essentials Issue
The Pressio Power Calf Sleeve uses Muscle Alignment Power Print (MAPP) to keep runners’ muscles aligned to reduce micro-tearing during exercise. Combined with targeted graduated compression, these sleeves are designed to reduce muscle oscillation, promote optimal blood flow, and provide power output. MSRP: $55
HEADSWEATS
The Stick-Bendy by Tiger Tail is a massage stick crafted for focused muscle relief. Its design features a flexible core and “marshmallow” shaped beads that bend and flex under pressure. This flexibility enables it to adapt to the body’s contours, to treat all muscle groups. MSRP: $24.99–$34.99
Headsweats’ Running Bucket Hat is crafted from a breathable blend of 90 percent polyester, 10 percent spandex and 100 percent polyester mesh. It offers ventilation and full sun coverage designed for runners, hikers and outdoor athletes. MSRP: $35
PRESSIO
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JUNK
From the first mile to the finish line, Junk headbands deliver comfort, sweat control, breathability and a no-slip fit. MSRP $16.99
The Essentials
AMPHIPOD
Light the way with Amphipod’s new power-house waist lamp. USB rechargeable and waist-level boosted lumen lighting power make this a solution to enhance a runner’s ability to see and be seen. Featuring a powerful, custom six-mode light, durable moistureprotective house-engineered casing, bounce-free size-adjustable belt and clip-the-lamp-to-anything duality, the Versa-Light Max LED Belt is a premium, value-packed and engineered product for specialty retailers. Includes USB-C charging cable. MSRP $45
TELETIES
Teleties’ Flat Round Hair Clip allows wearers to lay back flat, do yoga, go for a run or sit comfortably in a seat with a headrest and is made with material that is nearly unbreakable. MSRP: $10.99–$14.99
BLUMAKA
Blumaka NonSlip Insoles prevent runners’ feet from sliding around inside shoes — similar to how tread on running shoes prevents slipping on the terrain. Made from 85 percent recycled foam from waste produced by the footwear industry. MSRP: $55–$65
The Essentials Issue
LOCK LACES
Lock Laces are no-tie shoelaces with a patented design that turns shoes into a slip-on. The elastic laces conform to runners’ feet and help to enhance comfort and compression as feet swell during a run. MSRP: $9.99
ORANGE MUD
The Orange Mud Soft Flask Handheld is a lightweight soft flask that is packable and holds just enough fluid for mid-length adventures. Stash gels, keys or phones in its pockets and use the elastic tie-down to shed layers on the go. MSRP: $44.95
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The Potential to Pop
Five accessories categories with a compelling opportunity to generate attention and sales. / By
Danny Smith
Matt Muller consistently has his eyes tuned to compelling products he might bring into Ken Combs Running Store, his Louisville, KY-based retail shop. While footwear can demand outsized attention – and particularly so given the supercharged options flooding the market right now – Muller is careful not to overlook accessories. Whether nutrition, recovery, injury aids or insoles, Muller wants to offer appealing, relevant solutions to his customers and he’s willing to take a chance on accessories.
“The truth is a lot of accessories aren’t super high-priced items, so it’s not a massive investment to bring interesting items into the store,” he says. “If certain products resonate with our customers, then we’re solving more problems for them while increasing our sales in the process.”
To be certain, run specialty is an everevolving retail environment with a history of embracing innovative products and novel accessories. Over the years, for instance, we’ve seen numerous product categories grow from curiosities to run specialty staples. Consider compression, recovery sandals and percussive massage devices as a few notable examples.
So, what accessories categories hold some intriguing potential and might be on the verge of popping?
SHOE CARE
With the price of footwear accelerating, Muller noted many customers wanting their shoes to last longer. To help customers extract more bang for their buck, Muller began investigating different shoe care options and eventually brought in a collection of products from Shoe MGK, including the brand’s premium quick wipes as well as its cleaner and conditioner starter kit. More recently, he began stocking Sidas’s
Cedar Wood Dryer Bag, a handy product promising to absorb moisture from running shoes four times faster than air drying.
Other stores, like Atlanta-based Big Peach Running Co., have similarly noted rising interest in shoe care products from customers eager to maximize every mile. Running retailers have responded with items from brands like Jason Markk, which offers an assortment of products for footwear cleaning and conditioning, and Storm,
whose Footwear Care Kit pledges to lift stubborn stains, restore water repellency and remove trapped odors on running shoes.
SKIN CARE
Once upon a time, the skin care category in running stores consisted of a single product: an anti-chafing stick like Body Glide, which continues to be the gold standard in the essentials category.
Matt Muller views the accessory products category as a win-win for his Ken Combs Running Store and for its customers, offering something unique without a significant investment in product.
Car seat covers from Sprints and other vendors are becoming more essential as runners hit the road and need to change for run clubs and other meet-ups
The Potential To Pop (continued)
Today, however, skin care is a growing category at run shops, particularly when it comes to sun protection – and for good reason: an estimated one in five Americans are expected to develop skin cancer before the age of 70. Consistent sunscreen use plays a role in reducing the prevalence of this common disease.
KINeSYS was an early entrant into the skin care category at run shops with its clear spray sunscreen, an oil-free product offering UVA/UVB broadspectrum protection while also being sweat and water resistant
up to 80 minutes. Others have entered the run specialty arena of late, too, including Dermatone and Utu.
DAILY NUTRITION
Nutrition has long been a powerful category for running stores, largely dominated by energy gels and chews as well as electrolyte-packed endurance drinks. Other sub-categories under the nutrition banner, such as bars and waffles and recovery drinks, have certainly added to the nutrition category’s overall performance.
Increasingly, though,
Big-ticket items such as sauna blankets from Lifepro (above) and smaller shoe care accessories such as Shoe MGK’s Quick Wipes are both growing categories.
consumers, and especially fitness-minded consumers, are turning a more critical eye to everything they put in their body and seeking natural products as well as items contributing to their overall daily nutrition. It’s led run shops to investigate stocking a diverse array of new products, from collagen to immunity to branchedchain amino acids (BCAAs), which some research has tied to improved muscle mass and performance as well as reduced muscle damage from exercise.
Meanwhile, upstart “clean eating” brands such as Clean Simple Eats and Realand Nutrition are making a spirited case to earn a spot on running store shelves as a potential add-on sale. Realand’s GrassFed Whey Protein Isolate, for instance, features a tidy ingredient list delivering 22 grams of protein and 5.3 grams of BCAAs per serving.
“There’s a level of trust people have when coming into a store like ours and we can give education and solutions side by side,” says Stephanie Pereira de Silva, owner of Oshkosh, WI-based Fusion Footwear, which carries products from Clean Simple Eats.
SAUNA BLANKETS
For years, runners have heard about the sauna’s training and recovery benefits, such as improving cardiovascular efficiency, enhancing muscle recovery and reducing inflammation. Of course, there’s a significant hurdle to capturing those benefits: obtaining easy, regular access to a full-standing sauna is tough.
Enter an at-home alternative — the sauna blanket.
Resembling a sleeping bag, the portable solution distributes heat across the body and features adjustable heat settings for personalization.
Brands like HigherDOSE and MiHigh offer some of the market’s higher-end infrared sauna blankets with retail prices hovering around $700. On the more accessible front is a brand like Lifepro, which offers its bang-for-your-buck BioRemedy Infrared Sauna Blanket for a retail price well under $300 — a price point run specialty retailers have shown a comfortable ability to hit with super shoes, percussive massagers and GPS watches.
CAR SEAT COVERS
While car seat covers are not new in the run specialty marketplace, companies like Orange Mud and Sprints have enlivened the category with added features and panache. At the same time, broader trends in the running world are stimulating sales opportunities for car seat covers in run specialty shops.
Orange Mud’s Transition Wrap 2.0 functions as a car seat cover, yes, but also as a changing towel with a clip and belt. Sprints, meanwhile, has injected fun design into the rather utilitarian product with its collection of colorful and festive car seat cover towels.
As run club culture accelerates alongside social runs and brewery runs, more and more people are driving to their run rather than simply heading out their front door, Muller observes. It’s opened a door for running stores like Ken Combs to promote car seat covers as a practical, problem-solving solution to their customer base. n
Skin care products from KINeSYS (above) and daily nutrition essentials from Realand Nutrition make for excellent add-on sales at run specialty.
Weaving A Web
Eight essential ingredients for run specialty retailers to make an effective store website. / By
Danny Smith
Run Moore’s website had run its course and Steve Moore, owner of the run specialty shop in Westminster, MD, knew it.
Last updated in 2020, the Run Moore website was dark and static. It included images with discontinued footwear lingering in the background – a sign Moore feared might suggest his business wasn’t paying attention to the details. It also lacked continuity with Run Moore’s other digital channels, including its Instagram feed and its increasingly prized YouTube channel. Most of all, the website didn’t match the current vibe of Run Moore’s Main Street store.
“As we changed and evolved, our website became antiquated to who we were in 2025,” Moore says.
In today’s uber-competitive environment, Moore knows a store website needs to look polished and energizing, especially since it’s frequently a consumer’s first touchpoint with a local business like his. So, he ordered an overhaul of his eponymous store’s website.
Run Moore’s new digital home is more interactive, brighter and easier to navigate. It hosts the shop’s digital magazine and shares images of people rather than product to showcase the store’s community ethos. A top-of-the-page graphic encourages people to “Run, Walk, Hike, Live Moore,” five carefully selected words spotlighting the store’s ability to service runners and non-runners alike.
“It feels like we’re the hometown store extending our hand and saying,
‘Welcome to our shop,’” Moore says. “We’re setting the expectation that we’re a friendly, helpful and attentive business before people even walk in our door.”
Websites That Resonate
For local run specialty shops, the website serves a vital role. It provides customers key information like location and store hours. It highlights available products and, for many running stores, captures sales. It fuels credibility and trust with prospective customers. It fosters community by connecting people to store events, races and the store’s social media ecosystem.
“Your website is your brochure to the world. It’s who you are and what you’re doing,” says Rob Dietz, CEO of
Run Moore’s new digital home is more interactive, brighter and easier to navigate, which was owner Steve Moore’s goal in upgrading the website.
the Dietz Group, an awardwinning digital agency that recently completed websites for run specialty shops such as Florida’s Front Running Sports and St. Pete Running Company.
While Dietz acknowledges every run shop holds a different vision for their website – “Some want to put e-commerce front and center while others want to push their events” – there are nevertheless a few ingredients virtually every contemporary, effective website shares.
1: MOBILE FRIENDLY
It might seem obvious in today’s tech-charged age, one in which about half of U.S. web traffic comes from mobile devices, but Dietz still runs across store websites that don’t convert to mobile – and every website, he says, should be optimized for mobile. A mobile website delivers a cleaner user experience, enhances SEO, sparks higher engagement and drives positive brand perception.
2: THE NON-RUNNER
Increasingly, run specialty shops are serving nonrunners and many retailers estimate more than half of their business comes from people who do not identify as runners at all. They’re walkers, factory workers, hospitality staff, nurses and others purchasing comfortable footwear for regular wear, not running. Quickly and clearly, Dietz suggests a running store website addresses the non-runners and tones down the intimidation factor by providing easily
digestible information and thoughtfully selected photos.
“The dedicated runners will know you, so make it welcoming for the non-runner first,” Dietz says.
3: THE FITTING PROCESS
The sit-and-fit experience is a central point of differentiation for run specialty shops and something store websites should champion. Define the particulars of the store’s fitting process, which will set expectations for each customer’s visit, and also explain why the fitting process is important and valuable.
4: A BLOG
Yes, a blog might seem so 2005, but it’s worthwhile for running shop websites to have one if they can do so, Dietz says. The blog – and it need not be called “blog” but rather something unique like “The Fitness Hub” – should focus on being informational, providing text and, if possible, video on running tips, injuries, local running routes and more.
Such content, Dietz says, will keep visitors on the site longer and elevate the shop’s expertise. A blog also boosts SEO, as relevant, ongoing content contributes to search rankings.
5: SOCIAL LINKS
Considering the value of social media to marketing –promoting group runs, new products, sales, races and so on – it’s important run shops invite people into their entire digital orbit. Deitz recommends having clearly visible links to social platforms such
as Facebook and Instagram on the website’s homepage to encourage connection.
Even better, stores can directly provide social media feeds, which will help the website look new and fresh without requiring operators to regularly update content.
6: CALENDAR
Run shops promote community, so having an easy-to-navigate calendar of events on the website helps drive community and heighten awareness. The calendar can, of course, feature store events, such as group runs and in-store programs, but it can also include other community events, such as notable races or even the Tuesday night Farmer’s Market near the store.
“This helps to boost people’s interaction with the website and makes you an even bigger resource for your customers,” Dietz says.
7: CALL TO ACTION
If the website has e-commerce capabilities, as many running store websites do, then there should be a clear call to action like a “Shop Now” button on the homepage – and perhaps every page – so visitors aren’t left hunting for products.
Other calls to action might include things like a “Sign Up” button for events or group runs or a “Make an Appointment” button for customers interested in booking a shoe or bra fitting. Dietz also likes to share a “Subscribe” button if the store has an email newsletter, a still-relevant marketing tool
For local run specialty shops, the website serves a vital role. It provides customers key information like location and store hours. It highlights available products and, for many running stores, captures sales. It fuels credibility and trust with prospective customers. It fosters community by connecting people to store events, races and the store’s social media ecosystem.
that helps run shops build their database and practice regular communication with customers.
8: OPTIMIZED TO PERFORM
At the fundamental level, Dietz says webpages should have meta titles and meta descriptions, both of which are among the top-ranking factors for search. The homepage, for example, might feature a meta title like “Running and walking shoe store in Anytown, USA.” A meta description, meanwhile, might read something like: “The best footwear store in town, we’ve been fitting runners and walkers in highquality footwear and helping individuals pursue their fitness goals since 1990.”
“Even basic optimization can go a long way to stimulating better results,” Dietz says. n
Click Buy Click
The smart online seller’s guide to cart choice, experience and returns. /
By Eric S. Youngstrom, CEO, Onramp Funds
Selling online might look easier than ever, but the truth is — it’s never been more demanding. Today’s consumers expect a vast selection along with fast shipping, frictionless returns and perfect experiences every time.
While powerful software tools and e-commerce platforms have lowered the barrier to entry, staying competitive and profitable requires far more than just launching a slick website. It takes operational discipline, strategic decision-making and the ability to deliver consistently — even when things don’t go as planned.
It all starts with your e-commerce platform. Choosing the right one is not just about features — it’s about fit. The choices are many – and often times baffling for the non-technical store owners out there.
• Shopify is a go-to for many startups and growing brands because it offers fast setup, built-in tools and a userfriendly interface. It works well for lean teams who want to get online quickly without custom development.
• WooCommerce, which runs on WordPress, gives sellers more control and flexibility, but it also requires a bit more technical know-how.
• Then there’s Magento and BigCommerce, both robust solutions for larger operations with more complex product catalogs, multiple storefronts or global needs.
Choose Wisely, Launch Carefully
But a word of caution for run specialty retailers: Don’t just pick the most popular platform. Instead, choose one that matches your operational capabilities.
Are you selling a narrow range of products with a straightforward checkout
flow? Are you an online seller who manages hundreds of SKUs, multiple sizes and frequent inventory updates? Do you plan to handle fulfillment yourself or work with a third-party logistics provider? These are the questions that should guide your cart decision — not trendiness or aesthetics. More platforms are now layering
AI-powered insights directly into their dashboards, helping sellers analyze sales trends, predict inventory needs and even flag products that might be return risks. These tools can support better decisionmaking, but only if your operational basics are solid.
Once you’ve selected your platform, your next focus should be a strong, clean
Today’s consumers expect a vast selection along with fast shipping, frictionless returns and an experience similar to what they would get in a store. The challenge for retailers is to give it all to them digitally.
launch. Too often, businesses delay going live because they’re trying to perfect every design detail. But success doesn’t come from a pixelperfect homepage. It comes from rapid iteration across your website, pricing and offers.
Building product pages that are clear, honest and helpful is a great start. Learning from your engagement and improving the pages over time builds a strong business. Give your customers high-quality images, straightforward descriptions and answers to the most common questions before they even ask. If sizing is tricky, be upfront. If color may vary slightly in person, say so. The more transparency you provide, the fewer returns and complaints you’ll need to resolve.
Many (Happy) Returns
And that brings us to one of the most overlooked areas of e-commerce: returns. Every seller knows returns are part of the game, yet too few plan for them in a way that’s strategic. But the way you handle returns can make or break your customer loyalty. Zappos figured this out early, building its brand around free returns and exceptional customer service. That level of flexibility built trust — and trust converts.
Most businesses can’t afford to match Zappos’ policy dollar for dollar, but the takeaway is still valuable: returns should not be a surprise or a burden. They should be built into your pricing, your operations and your brand voice.
Set clear expectations about your return window. Make the process easy to initiate. Communicate along the way. If your customers know exactly what to expect, they’re far more likely to feel confident buying and returning.
From an operational perspective, this means your back end needs to be just as
TRE2025 Education Spotlight
product descriptions or predict demand trends, these should complement – not replace – your operational fundamentals. Tools are just that: tools. It’s how you use them that counts. You still need people, process and judgment. A customer doesn’t care how advanced your software is if their package is late or their return goes
today’s online retailer? In a world full of shortcuts, automation and templated selling, the brands that succeed are the ones that get the fundamentals right. Choose the right platform for your operations. Launch with clarity and honesty. Design your return policy as part of your customer experience, not as a legal footnote. And, build systems that serve
From Fit to Checkout: Driving Online Sales Without Losing the In-Store Experience. Speaker: Eric Youngstrom
Today’s customers expect your store to work just as well online as it does in person. In this session, we’ll cover practical ways to bridge the gap between digital and in-store shopping — without losing the personal touch your customers value. Topics include: using digital sizing tools effectively, integrating online and in-store inventory, making returns easy, creating smarter checkout flows, leveraging digital marketing to drive both online and in-store sales and funding options to expand your e-com presence. You’ll walk away with clear strategies to make your website a true extension of your store and convert hesitant browsers into loyal buyers.
strong as your storefront. If you’re managing fulfillment in-house, think about packaging design. Make it easy for it to be reused for returns. Include a packing slip that makes the return process clear. If you’re using a 3PL, be sure they can support not just shipping out, but receiving and processing returns back into available inventory. Every delay, every missing step, every unclear instruction can turn a minor inconvenience into a lost customer.
Technology can help you execute more efficiently. For example, AI can now automatically categorize return reasons, analyze sentiment from customer messages and detect patterns that may indicate product or fulfillment issues.
While some platforms include tools that generate
unanswered.
The same is true for how you track and learn from your returns. Instead of treating them like a loss, treat them like a signal. Are certain products coming back more often? Are specific brands, sizes, styles or colors generating more issues? Are customers consistently misunderstanding your product photos or descriptions?
Getting Fundamentals Right
That’s data you can act on. AI can surface these trends faster and at greater scale than manual reviews, flagging key product or content issues before they spiral into lost revenue. Optimizing for fewer returns doesn’t just save money, it improves customer satisfaction and strengthens your brand.
So where does this leave
the customer well, even after the sale.
Because while selling online starts with a website, lasting success depends on everything that happens after the click. You don’t win by selling the most — you win by being the brand customers trust to make things right when it matters most. n
About the Author
Eric S. Youngstrom is founder and CEO of Austinbased Onramp Funds, an innovative fintech that supports the growth of SMB e-commerce businesses by redefining the way e-commerce companies are funded. He leads a team steeped in e-commerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.
AI’s ‘Move 37’ and Beyond
Generative AI’s role in run specialty retailing and what comes next. / By
Steve DeMoss, Big Peach
If you are not planning for the price of intelligence to go to zero, the next three-to-five years are going to be incredibly disruptive to your business/life. — Logan Kilpatrick, Google AI Product Manager, 12/5/2024
In 2016, Google DeepMind’s AI, AlphaGo, faced world champion Lee Sedol in the ancient board game Go, known for its simple rules and profound strategic depth. During the match, AlphaGo made “Move 37” — a bold, unconventional play never before seen in professional Go. It became the turning point in the match and a symbol of AI surpassing human expertise. Today, a “Move 37 moment” refers to when we realize that AI has matched or exceeded
our own capabilities in a domain where we are knowledgeable or even experts.
As someone responsible for store schedules, I believe the biggest pain point in running specialty retail is ensuring consistent daily staffing with a knowledgeable team. Over the past five years, our business has become significantly more complex, with an expanding array of footwear brands, models and accessories. And we must also now be adept at finding color options and determining the fastest way to get them to the consumer.
Yet, the “retail reality” – a workforce primarily made up of part-time employees (under 20 hours per week) – remains unchanged. The result is a growing knowledge gap that jeopardizes the customer experience.
In the midst of this ever-more complex retail environment, we find ourselves at an inflection point — the “Move 37” moment for running specialty has arrived. Just as Move 37 demonstrated AI’s ability to uncover strategies beyond human expertise, generative AI reveals a previously unattainable retail strategy: instantly available expertise for every team member.
Generative AI gives us instant access to curated expert-level product details and use case knowledge. No longer do we need team members to become “walking tech sheets” or “amateur biomechanists.” What does this mean? Training new team members can now focus less on memorizing the answers and more on asking the right questions.
Running Co.
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Secure your spot at the biggest event in run specialty. Early Bird Pricing is available through September 25 — lock in this rate before prices go up!
But let’s be honest. Integrating AI into your store’s customer experience can be daunting, both in terms of committing to learning how to use these tools and overcoming the emotional barrier of feeling as though we are outsourcing one of the hallmarks of our industry: our expertise. Below are hands-on strategies that can help you overcome both of these challenges and get you started on this journey.
1. Ease Into Usage. Start with a user-friendly (and free!) platform like ChatGPT. Familiarize your team with the basics, including using it as a search replacement (no more traditional Google searches please) and developing the deceptively challenging skill of learning what type of question to ask or instruction to provide.
2. The Future is Voice. Embrace using your voice, not your fingers. Typing questions or instructions is not conducive to the speed of retail.
3. Amplify, Not Replace. Make sure the team understands that this is not a replacement for experience or knowledge but a way to cover gaps in knowledge or present knowledge in a more impactful way.
4. Embrace New Skills. Let’s say it again: We no longer need to know all the answers. We need how to ask the right questions.
Proof of Concept?
For the past four months, we’ve been using “Footwear
TRE2025 Education Spotlight
Steve DeMoss will be leading a session on Generative AI at The Running Event in December in San Antonio. Stay tuned for more details or check ourt therunningevent.com
Curious about generative AI in run specialty? Join Run Tech Connect, a free Discord community where we share tools, ideas, and insights. To request access, email Steve at steve@bigpeachrunningco.com.
Guru,” a custom GPT within ChatGPT that was built using curated product and injury knowledge alongside our proprietary training curriculum and knowledge gained from decades of experience.
Footwear Guru does exactly what its name suggests: it provides retailfriendly answers to both
common and complex floor questions, such as “What type of shoe is best for Plantar Fasciitis?” or “Comparison of models we carry in the Max Cushion category” or even “What has changed between the new XYZ model and its predecessor?”
Responses are lightningfast, ideal for a busy retail
environment. For new team members, it’s like having a 10-year industry veteran on demand. Veteran team members also benefit by easily presenting complex details through clear tables, bullets or simple TL;DR responses that hammer home the main idea with a brevity of words. At left are two examples that show it in action. Input required is brief (knowing how to state the question succinctly), output is retail friendly and, as demonstrated in the second example, focused on shoes we carry along with just enough detail to provide a brief “Why” for the rationale behind trying a particular shoe. There are, of course, many possible examples, these are meant to provide a flavor of how the tool works.
‘Move 37’ Has Arrived
The “Move 37” moment for running specialty has arrived. While integrating generative AI into the customer experience will take practice, it can bridge the gap between customer expectations and retail reality.
As the cost of knowledge approaches zero, it allows us to uncover solutions at the speed of voice, expedite our training and better equip our team, all with the goal of improving what we do best: helping people. n
CONGRATULATIONS TO THE 2025 BEST RUNNING STORES!
Each year, The Running Event recognizes leading run specialty retailers across the country—the ones who go the extra mile for their communities, customers, and the industry. This year’s list features 65 exceptional stores that embody what it means to be a Best Running Store.
=PR= Run & Walk
605 Running Company
A Runner’s Mind
A Snail’s Pace Running Shop
Aardvark Sports Shop
Big Peach Running Co.
Bull City Running Co.
Charlotte Running Company
Charm City Run
Confluence Running
CT Run Co.
Dash Sports
Fitness Sports
Fleet Feet Charleston, Mount Pleasant
Fleet Feet Davenport
Fleet Feet Fayetteville
Fleet Feet Fort Wayne
Fleet Feet Gaithersburg
Fleet Feet Hartford
Fleet Feet Lexington
Fleet Feet Louisville
Fleet Feet Montclair
Fleet Feet Nashville
Fleet Feet Traverse City
Fleet Feet Tuscaloosa
Fleet Feet West Reading
Fleet Feet WinstonSalem and Clemmons
Gazelle Sports Get Fit
Good Times Running Co.
Grounded Running
Independence Run & Hike
iRun Texas
John’s Run/Walk Shop
Mill City Running
Mountain Running Company
Naperville Running Company
Pacers Running Palmetto Running Company
Performance Running Outfitters
Playmakers
Point 2 Running Company
RC Outfitters
Red Coyote Running and Fitness
Run Flagstaff
Run Hub Northwest Run In
Runner’s Edge MT
Runner’s Edge NY
Running Niche
Running Lab
Running Wild
Running Zone
RunWell
Rush Running Company
Sole Sports Running Zone
Terra Running Company
The Running Elements
The Running Well Store
Tortoise & Hare Sports
Trailhead Running Supply
Up & Running in Dayton
Waco Running Company
West Stride
Whirlaway Sports Center