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FIRE AWAY! Sayville Running Company shows its resilience by returning to its original location two years after a devastating fire.

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Back on Main Street Two years after a fire damaged its storefront, Sayville Running returns to its Main Street home. / By Danny Smith

S

aturday, August 15 was a big day for Brendan Barrett and his team at Sayville Running Company.

After nearly two years away from their commercial home in historic downtown Sayville, NY, due to damage from an October 2024 fire, the 20-year-old running shop returned to 19 Main Street and welcomed customers back into its storefront.

“There was a lot more relief than I realized, especially after a good day of sales on Saturday,” says Barrett, who co-founded Sayville Running Company (SRC) in 2006 alongside Michael Nolan. “I really felt the weight off my shoulders.”

The previous 22 months delivered a slew of challenges and uncertainty, but also provided Barrett something he didn’t expect to gain from such an unfortunate experience — fresh perspective and heightened optimism for the future.

‘Nothing you can really do’ Barrett was on a ferry heading to a former staffer’s wedding on the evening of Friday, October 25, when he received a cryptic text from his brother-in-law asking if everything was okay. Minutes later, Barrett began receiving a slew of text messages from others as news of a fire on Sayville’s Main Street spread. Barrett was soon on a video call with an SRC staff member – the store was closed when the fire erupted at a former restaurant space three doors down from SRC just before 6 p.m. – and able to observe the chaotic scene with his own eyes.

“Not a good feeling,” he recalls.

When the ferry reached land, Barrett immediately reversed course and returned to Sayville. When he arrived in downtown

Sayville Running Company co-owner Brendan Barrett stands outside his running store at 19 Main Street in Sayville, NY. Barrett’s business returned to its storefront last month after an October 2024 fire forced its relocation to a temporary space for nearly two years.

Sayville around 8 p.m., firefighters were still working to extinguish the blaze.

“It’s a helpless feeling because there’s nothing you can really do,” he says.

When Barrett was finally able to walk the property the following morning, his heart sank. The roof on the two-story property was gone. The pungent smell of smoke overwhelmed the air. Water was everywhere.

“It looked like a swimming pool was dumped on our building,” Barrett recalls.

While some storage racks, fixtures and timing equipment were salvageable, everything else was lost, including inventory. Though admittedly difficult, Barrett

RUNNING INSIGHT ® is a registered trademark of Diversified. © 2026 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email except for two print issues year. The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Diversified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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embraced an optimistic outlook. No one was hurt, the business held insurance and SRC had proven itself a resilient business able to withstand unexpected punches before, namely the COVID-19 pandemic.

“I thought, ‘We’ll figure this out and be back in a few months,’” Barrett says.

Allies tried to temper Barrett’s optimism, fearing bureaucratic hurdles and navigating insurance alone could push SRC’s return well over one year.

“As it turns out, even those ‘realistic’ estimates were too low,” Barrett says.

Following the fire, Barrett received texts and phone calls from friends across the

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Sayville Running Co: Back on Main Street (continued)

On August 15, 2026, Sayville Running Company co-owner Brendan Barrett (center) and members of his team celebrated their first full day of business at their rebuilt Main Street storefront in Sayville, NY.

run specialty world, including fellow retailers offering their support, from product to fixtures to advice. Local retailers in Sayville reached out as well, including a hardware store that offered to carve out space in its storefront for an SRC pop-up. A group of customers, meanwhile, launched a GoFundMe page.

Within a week, the online fundraiser topped its $10,000 goal.

“I felt over whel me d at ti mes,” adm its Ba r ret t, a native Sayvillian who helped lead Sayville High to the state cross-country title in 2000.

Determined to move forward, Barrett began contacting his vendor reps, who he called “gracious and accommodating,” before working with vendors’ credit departments to plot a path forward. Barrett says SRC’s 18-year track record of paying bills on time coupled with some earnest humanity from vendor partners steadied conversations and unlocked compromises.

“We had business interruption 4

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insurance, but only for a year.

Plus, it’s not like insurance checks arrive overnight,” Barrett says. “We needed some understanding and, fortunately, our vendors worked with us.”

Within a month of the fire, SRC also landed a temporary space just over a half mile away from its Main Street home. The landlord, a fellow Sayville small business owner, offered fair rent and a monthto-month agreement for the rough warehouse space, which Barrett and his team converted into a makeshift retail shop.

Though SRC’s monthly sales volume in the temporary storefront registered 20-35 percent lower than its Main Street location, the revenue nevertheless allowed Barrett to maintain staffing.

“Keeping everyone together was one of our top priorities,” says Barrett, who also operates a sister store, Smithtown Running Company, located about 12 miles north of SRC.

Though Barrett hoped for a swift return to Main Street, SRC’s homecoming encountered various obstacles that pushed the timeline closer to two years.

The unexpected death of SRC’s downtown landlord – a fair and professional partner with working knowledge of permits and the local commercial landscape – brought the rebuilding project at 19 Main Street to a standstill. Yet more, bureaucratic processes contributed to further delays.

“It was no one’s fault,” Barrett says. “It just is what it is.”

The silver linings On Thursday, August 13, about 30 friends, including current and former staffers, assembled at SRC’s temporary home to facilitate the shop’s return to Main Street. After a day-and-a-half of moving, organizing and merchandising, SRC was recording sales by Friday afternoon.

“It’s exciting and fun being

back on Main Street, where you can easily bump into people you don’t see when you’re off the beaten path like we were for two years,” Barrett says.

While the previous 22 months featured undeniable trials and consistent tests of faith, Barrett believes SRC has emerged from the ashes a stronger operation.

“We’ve mastered things in a way we hadn’t before,” he says.

With slimmer funds and space than usual at the temporary space, for instance, Barrett sha r pened his purchasing practices. He studied his sales numbers at a more intense rate than any other time in SRC’s history and fortified his processes for buying inventory.

“This will make hard decisions down the line that much easier,” Barrett says.

As he prepared for SRC’s Main Street summer homecoming, Barrett also spent time with staff reimagining the new storefront. He revisited notes from The Running Event about merchandising, read Running Insight stories about store design and watched videos from 3 Dots Design to inform SRC’s eventual look.

The new SRC reflects this intentional work. The store features modular displays instead of slatwall, a custom shoe wall constructed of industrial piping and wood, wall signage to signal product categories and light cream walls that enable product to pop. Barrett also moved the cash wrap to improve flow and open up “primo space” for merchandise.

“It still feels like us, but is definitely a little more professional,” Barrett says of SRC’s new digs. “It’s just great to be back home.” n © 2026 Diversified

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Meaningful Media Running retailers share the books, podcasts and shows that have inspired and informed their work. / By Danny Smith

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he world has never been filled with more media. From books to podcasts to TED talks, – and, of course, Running Insight – run specialty leaders navigating the daily demands of leadership, customer service and community building have plenty of places they can turn to for inspiration and information.

Here, running retailers from across the country share the books, podcasts and shows that have shaped how they lead teams, serve customers and think about their work.

The 27th Mile: How to Smooth the Rough Transition Out of Your Running Years, by Dimity McDowell Released earlier this year, The 27th Mile examines the emotional toll, identity crisis and life adjustments athletes face when their peak running years disappear into the rear-view mirror. McDowell, the co-founder of Another Mother Runner, explores running’s relationship with self-image, mental health and social circles and shares real-life accounts of navigating one’s post-athletic life alongside strategies to find purpose, movement and community outside of logging miles.

For Cynthia Vissers, manager of Feet First Sports in Columbia, MD, The 27th Mile highlights the possibilities of life beyond running. It also encouraged a renewed empathy for the customers she encounters.

“While our store is centered on serving runners, most of our daytime customers are simply looking for a comfortable pair of shoes to help them live their lives with ease and keep moving forward,” Vissers says.

“Having insight into the transition beyond 6

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Dimity McDowell is the author of The 27th Mile: How to Smooth the Rough Transition Out of Your Running Years.

the running years has helped me provide a more personalized experience for many of those customers, meeting them where they are in their own movement journey.”

Unreasonable Hospitality: The Remarkable Power of Giving

People More Than They Expect, by Will Guidara Guidara’s New York Times bestseller traces his work to transform Eleven Madison Park from a middling New York City restaurant into one of the globe’s

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premier dining spots through radical, over-the-top customer service. Many running retailers tout the book’s influence, including 1st Place Sports owner Jane Alred, who has distributed copies to her managers, and Fleet Feet Cincinnati owner Frank DeJulius.

Guidara’s focus on creating a culture of hospitality particularly resonated with DeJulius, who has worked hard to create processes at his stores that cultivate remarkable retail experiences.

“This book has helped me become better at taking care of people, but more importantly it has helped me help others learn the joy of serving others,” DeJulius says.

“Forks,” Season 2, Episode 7 of “The Bear” Speaking of Unreasonable Hospitality, Guidara and his book served as inspiration for the award-winning television series “The Bear.”

In this particular Season 2 episode, decorated chef Carmy sends his cantankerous cousin Richie to an elite fine-dining restaurant to train with staff.

From polishing forks to tracking how the staff lives the establishment’s “every second counts” mantra, Richie begins to recognize the power of purpose as well as the critical importance of standards. He also gains newfound pride in his professional identity.

Watching the episode, CT Run Co. owner Megan Searfoss noted parallels between the fictional restaurant and her running stores. Like staff at a finedining restaurant, her fitters, too, offer empathy and support and are challenged to thrive in 7

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service-oriented environments.

“This episode of ‘The Bear’ can show a team member how active listening and small gestures of kindness go a long way for all of us,” Searfoss says.

“Being in the service industry is challenging yet hugely rewarding when you lean in.”

“Slingin’ Shoes” with Mark Sullivan and Chris Farley Missouri Running Company co-owner Bryan Kelpe credits conversations with his run specialty colleagues, particularly at industry events like The Running Event (TRE) and the RIA Summit, for spurring him to revisit his hiring practices and retool his store’s customer service. It’s why he enjoys the Slingin’ Shoes podcast hosted

by T R E co-founder Ma rk Sullivan and Pacers co-owner

Chris Farley.

The one-year-old podcast hosts lively discussions about the run specialty business, bringing in store leaders, brand executives and other industry personnel to explore everything from business strategies to staffing to run specialty’s long-term outlook.

Kelpe says listening to the Slingin’ Shoes podcast feels like sitting around a table at TRE or the RIA Summit. He enjoys hearing how other retailers approach common industry challenges and appreciates the idea sharing that has helped him sharpen his business over the years.

“The spirit of collaboration is what makes events like TRE and the Summit so valuable, and Slingin’ Shoes captures that same feeling throughout the year,” Kelpe says.

From books to podcasts to TED talks, run specialty leaders navigating the daily demands of leadership, customer service and community building have plenty of places they can turn to for inspiration and information.

“The Diary of a CEO” with Steven Bartlett Bartlett created “The Diary of a CEO” podcast to share the unfiltered thoughts of some of the world’s most fascinating CEOs and thought leaders, hopeful their reflections and lessons would help others lead

The “Slingin’ Shoes” podcast hosted by Pacers co-owner Chris Farley (left) and The Running Event co-founder Mark Sullivan (right) includes lively conversations with industry movers-and-shakers like Altra co-founder Brian Beckstead (center).

© 2026 Diversified

Meaningful Media (continued)

There is no lack of motivational and pragmatic books that help run specialty retailers make sense of the challenges they face every day (including the editor’s favorite, “The Subtle Art of Not Giving a F*ck.”)

richer lives.

Jenna Gawors, director of operations at New York-based Confluence Running, is a religious listener of the podcast and found the October 23, 2025, episode with Oz Pearlman (aka The Mentalist) especially insightful. In the 80-minute show, Pearlman discussed reading people, building trust and gaining buy-in.

But it was Pearlman’s suggestion to cat a log sma ll, mea n ingf ul deta ils about people that most resonated with Gawors and spurred a conscious effort to do just that.

“This is obviously great for relationship building between businesses, but it’s also great for customers,” Gawors says.

“They feel so special when you recall details of their last injury or their shoe needs, or you can ask them how that race or surgery went.”

“The Model Health Show” with Shawn Stevenson Author a nd nut r ition ist Shawn Stevenson’s podcast

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aims to make complex health issues digestible while helping listeners raise their overall wellness and quality of life. Karen Roberts, the owner of Amarillo, TX-based Get Fit, found the show’s July 27, 2026, podcast with The Power of Positive Habits author Jon Gordon particularly insightful.

In the episode titled “Use These Simple Habits to INSTANTLY Transform Your Results,” Gordon discussed how to shed negative habits and implement beneficial habits. He also introduced the practice of the gratitude walk, a regular 10-30 minute phone-free walk in which you voice gratitude for life’s blessings.

Roberts found inspiration in Gordon’s suggestion to intentionally incorporate gratitude and joy into daily life as well as his reminder that strong leadership begins with a leader’s own personal habits. She then accepted Gordon’s challenge to pick three productive habits to immediately develop.

“I picke d s qu at l i ke a child for my physical health, smile more for my mental

health and pray for my spiritual health,” Roberts says.

Traction: Get a Grip on Your Business, by Gino Wickman Wickman’s 246-page tome aims to be a pragmatic guide to organizing and leading a business. He introduces the Entrepreneurial Operating System and six core components driving business success: creating a vision, surrounding yourself with the right people, tracking meaningful metrics, acknowledging challenges, building key systems and “traction,” a concept Wickman defines as bringing discipline, focus and accountability to execute the vision.

Nathan Hohenstein, co-owner of Tortoise & Hare Sports in Glendale, AZ, is admittedly “terrible about asking for help,” but he credits Traction for nudging him in a more productive direction, including helping him delegate tasks and share ideas with staff.

“As a small business owner, you wear 100 different hats.

How do you know which hats you can hand off to others? How

do you cultivate ownership and accountability?” Hohenstein says. “Traction helped me ask these questions and strengthen our team.”

The Subtle Art of Not Giving a F*ck, by Mark Manson Manson’s 2016 book with a startling title urges readers to acknowledge that time, care and attention are not infinite ingredients in one’s life. As such, we have to choose what matters, particularly prioritizing items that align with our personal values. Manson also reminds that we need to take responsibility for our choices and understand our limits.

RUNdetroit co-owner Justin Craig says the book’s focus on discerning what delivers true value has helped him determine where to move forward and where to cut bait.

“For me, I can’t get behind every event and opportunity, so I take the stance that if it’s not a ‘Heck-yeah!’ than it’s a ‘Hell-no!’” Craig says. n

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THE ESSENTIALS ISSUE

FUELING THE UNFORGIVING GU president Magdalena Boulet’s 168-mile Saharan adventure reveals how careful preparation and nutrition science can power athletes through punishing conditions. / By Danny Smith

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idely considered one of the toughest foot races on the planet, the Marathon des Sables (MDS) is a six-stage ultramarathon covering more than 150 miles over seven days. As if that’s not grueling enough, the challenge is elevated by the extreme conditions of the Moroccan Sahara, where desert temperatures regularly exceed 100 degrees and shifting sand dunes test the mind as much as the body. Yet more, competitors must be wholly self-sufficient, carrying all of their food, clothing, sleeping and survival gear with them.

Magdalena Boulet, who captured the MDS crown in 2018, calls the event “unforgiving.”

So, as Boulet prepared for her second MDS run last April, a return trip prompted by an invite from former U.S. Olympian Des Linden, she leaned heavily into her previous MDS experience as well as her position as president of GU Energy Labs to fuel her performance.

“I felt like I could play a role in someone else’s experience and that

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© 2026 Diversified

really drew me back to MDS,” Boulet says.

Preparing with a purpose Boulet first joined GU in 2000 for a seven-year stint that included serving as director of research and development.

She then pursued other endeavors, such as coaching at her alma mater, the University of California, Berkley, launching the Bay Area Track Club and continuing her own athletic pursuits, including earning a spot on the 2008 U.S. Olympic Team in the women’s marathon.

In 2013, Boulet returned to

GU as the nutrition company’s vice president of innovation, research and development before moving into the president’s role in November 2021. Over the last five years, Boulet has strengthened the brand’s relationship with premier events such as the Western States 100Mile Endurance Run (WSER), spearheaded land stewardship initiatives, including joining 1% for the Planet, and supported the development of new products, such as the two new flavors of Liquid Energy (Plain & Simple and Passion Fruit Orange Guava) GU released in late June.

All this to say Boulet knows – and believes in – GU’s capabilities, especially those of its GU Performance Lab helmed

by Dr. Roxanne Vogel.

Boulet describes the lab as a place where GU gets to “unlock human potential.” The lab performs physiological testing designed to prepare athletes for whatever adventures they’re chasing. It pairs the study of human physiology with environmental conditions, such as altitude, heat and cold, and then leverages that information to build a nutrition plan for the athlete to inform both training

and racing.

“To show up at the starting line as prepared as possible,” says Boulet, a former WSER and Leadville Trail 100 champion.

As Boulet prepped for MDS, she leaned on Vogel and the GU Performance Lab to help her maximize her fueling program.

For instance, Boulet ventured to southern California beaches and logged miles in the sand while overdressed to mimic MDS race conditions. Vogel, meanwhile, gathered information on key metrics like sweat rate and caloric expenditure.

“We did a couple of tests to

GU Energy Labs president Magdalena Boulet (right) tackled the grueling Marathon des Sables alongside another former U.S. Olympian Des Linden (left). The two prepped for the ultra adventure with help from the GU Performance Lab.

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© 2026 Diversified

Fueling the Unforgiving (continued)

To complete the Marathon des Sables in April, GU Energy Labs president Magdalena Boulet covered more than 168 miles of the Moroccan Sahara over seven days.

make sure I was only bringing in enough nutrition for what I needed and not extra,” Boulet says.

The supercharged work the GU Performance Lab engages in with Boulet and others benefits the athletes, of course, but also uplifts the company, which uses the testing to drive its innovation engine and develop products for the masses.

“Extreme events are a great playground for us to learn from, to test and personalize the protocols that can help us perform at our best,” Boulet says, adding that GU exists to serve athletes.

“More people deserve to feel better.”

says of the still-in-development product based on Vogel’s PhD research.

The preparation and assistance from the GU Performance Lab helped Boulet complete the punishing, 168-mile MDS event in 37:31:22.

While Boulet certainly benefited from access to Vogel and the lab, she says the average Joes and Janes of the world can learn more about their physiology and build thoughtful nutritional plans to fuel their own adventures as well. Physiology labs are now scattered around the country, which has democratized access to understanding one’s own body.

In addition, credible research has never been more available to deliver sensible, evidencebacked recom mendations.

People can start with general

guidelines, Boulet says, and then personalize their nutrition through experimentation and testing. Run specialty shops, meanwhile, can help disseminate trustworthy information and be a community nexus providing heightened awareness and understanding as well as product education.

“Part of the impact that GU wants to have on the athletic community is to share that research, to talk about some of these experiences and how you can adapt some of the learnings to your personal challenge and nutritional plan,” Boulet says, adding that there are many lessons GU and others can peel back from an extreme event like MDS and then bring to the masses. “That is where we want to lean in and really serve athletes.” n

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Applying lessons to everyday athletes Boulet’s work with Vogel helped her design her MDS 12

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nutritional plan, which included creating “meals” alongside Vogel in the kitchen.

“We put every single calorie together in our little Ziploc bags, so all I needed to do was add water to hydrate my food,” Boulet says, reminding that she needed to pack as light as possible given the MDS’s “selfsufficient” requirements.

For her “moving fuel,” Boulet relied on GU’s performance Roctane products like Roctane Energy Drink, which feature electrolytes, carbs and amino acids. In addition, she used prototype products designed to manage heat, such as a Roctane Cooling Menthol Gel GU has been testing with athletes to reduce thermal discomfort.

“That was kind of a shot of, ‘I’m awake. I’m ready to go. I’m ready to take this on,’” Boulet

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THE ESSENTIALS ISSUE

Tokens of Appreciation Five reasons run retailers looking for an additional revenue stream should sell more promotional products.

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ll it takes is a quick look around to see that promotional products are everywhere, from drinkware and apparel to keychains, lanyards, tote bags, badges, awards and medals — just to name a few categories in a vast universe of customizable items. In 2026, the promotional products industry is on track to generate over $28 billion in annual revenue in the U.S. alone.

In addition to being powerful marketing tools, promotional products are popular and effective. Roughly 75 to 80 percent of consumers own at least one branded item and keep useful pieces like apparel and drinkware for a year or longer. The Advertising Specialty Institute (ASI), a technology, marketing and information provider in the promotional products industry, reports that a promotional product will generate an average of 3300 impressions over its lifetime, and the average cost-perimpression for a promotional item is 6/10 of a cent.

In addition, 75 percent of U.S. consumers have a positive opinion of promotional products, a higher percentage than all other forms of advertising.

The Promotional Products Association International (PPAI), a non-profit trade association for the branded merchandise and promotional products industry, states that 90 percent of people who receive a promotional product remember the brand name. Statistics also show that 83 percent of people are loyal to a brand they currently shop with that gives them a promotional product.

The upshot is that investing in a wellmade promotional product can generate a lot of bang for the buck — these durable items stay with users for years, meaning people will keep seeing your brand over 14

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Who doesn’t need a nice travel mug with your running store’s name or race logo on it? And if you don’t sell it to your customers, someone else will – with their logo!

and over, ensuring that your brand stays top of mind.

Here are five really good reasons run specialty retailers should sell promotional products — other than the fact that if you don’t sell them to your existing customers someone else will.

1. Building Margins and Loyalty For the running specialty channel, Nikki Stella, ASI’s senior VP, strategic relationships and initiatives, says: “Margins are strong on promotional items and these items are also a fantastic advertising medium.

The product builds a connection between

the store and the customer, and it builds huge customer loyalty.

“It’s far more effective than just sending out an email or text — you can pair a promotional product with a QR code or email campaign, which allows you to track that data,” she adds.

Stella also notes that the possibilities are nearly limitless as to what types of products can be customized: “If you can dream it, it’s probably available.”

2. Broadening In-store Assortment: “Customers are coming into your store

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looking for items, so it pays to broaden the assortment of merchandise you’re offering,” says Zachary Cicconi, field sales manager at PCNA, North America’s largest hardgoods supplier of promotional products. (The New Kensington, PA-based company also offers apparel, and boasts more than 60 brand partners.)

“Offering practical, usable items with brand logos boosts perceived value and having more options available to consumers is good for business. In addition, such items help people feel connected to their athletic communities, and a customized logo helps them stand out.”

That said, Cicconi advises retailers to try to simplify choices. “Find a few categories that work for your customers, focus on decorating and don’t overthink it,” he stresses.

“Working with a direct supplier helps simplify the process by shor tening lead times and eliminating the need for third parties.”

3. Maximizing Brand Awareness: “Brand image and collectability of promotional products have long been cemented in the running industry,” says Morgan Ashworth, sales manager and COO of Nor th At tleboro, MA-based Ashworth Awards.

“Runners deserve to receive a token of their achievement and receiving a post-race award has come to be standard practice.

“Since it is likely that a race with no medal, apparel or other finisher gifts would not be a great success, race directors and timers are constantly searching for new methods of finisher awards, with the intention of maximizing brand awareness, 15

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and utility for their racers,” Ashworth adds.

T his is one reason why Ashworth Awards offers promotional products that maximize utility such as keychains, bottle openers, cups and custom race apparel. For smaller races that may not share the same budget of major marathons, this growth is largely seen in collectible age group awards or multi-year promotional items, undated, which can be used year after year.

“Whether promotional products are used for race finishers, recognizing volunteers or general race signage and branding, they are of critical importance to the running specialty market,” says Ashworth. In 2026, the company offered more than 200 unique product types to clients, which highlights the growth of promotional products in addition to medals and shirts.

Nearly nine out of 10 people will keep a promotional product with them for more than a year, while four out of 10 will keep promotional items for more than 10 years, according to Sellers Commerce. In short, “Brand recognition is ultimately what keeps runners engaged, and involved in events year over year,” says Ashworth.

4. Tapping the Power As Ashworth explains, “There are two categories of promotional products involved in the power of promotional products.

The first being all of the signage, banners, scrim, tablecloths, finish line arches and various other items that help guide runners from start to finish.

Beyond serving the purpose of ensuring a smooth event, these items are the first half of what people see. In today’s age, the majority of participants take

There are literally hundreds of promotional products to be sold to runners, including this collection from Ashworth Awards.

pre- and post-race photos, often posting them to social media. It would be a wasted opportunity for race directors to not ensure their branding is seen in as many photos as possible.”

Similarly to how participants want others to know when they’ve run a race via social media, they also want to show off their array of promotional products, medals, shirts and other tokens of achievement.

Just as importantly, spectators also want to show people that they were at the race and have the option to buy branded or receive branded gear, notes Ashworth.

“All of these factors contribute to growing the brand, the stakeholders’ satisfaction and overall race success.”

5. Deepening Customer Relationships One of the most important aspects for running retailers

looking to buy promotional products is to k now their customers.

According to Ashworth, some considerations include: How important is sustainability to my racers? Do they want products that maximize usefulness or do they just want the largest, most intricate medal they can get?

Another driving factor in today’s society is a brand’s sustainability practices. According to a consumer study by PPAI, more than two-thirds of participants identified recycled or reusable materials as their driving factor in sustainability.

Overall, says PCNA’s Cicconi, “Don’t think of promotional products as just another category — use them as a multiplier in everything you do. Promotional products help expand wallet share, ensure that your business stays relevant year-round, and serve to deepen relationships with your customers.” n © 2026 Diversified

THE ESSENTIALS ISSUE

Understanding Nutrition Carbohydrate products are low-hanging fruit in run retail, so give your customers the latest advice. / By Amanda Loudin

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hen Sebastian Sawe burst through the two-hour marathon barrier last April in London, he awed the world.

Analysts immediately began slicing and dicing his training protocols, his carbonplated shoes and his nutrition. While you can’t undervalue the role shoe technology played in Sawe’s record-setting performance, nutrition was key, too.

According to reports, Sawe took in approximately 115 grams of carbohydrates per hour. While long-held recommendations 16

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surrounding carbohydrate intake makes that number jaw dropping, the thinking is changing. And while your customers are rarely at the elite level, understanding the latest sports nutrition theories is essential when they purchase products.

“We’ve learned so much in the past decade or so,” says Meghann Featherstun, RD, a certified specialist in sports dietetics, “and much has changed.”

Older, “traditional” recommendations for carb intake used to top out at about 60 grams per hour. But formulations have

changed — and along with them, so have the limits.

“In the 1980s, drink mixes began appearing that largely consisted of glucose-based sugars,” explains Roxanne Vogel, PhD, director of research and education at GU Energy Labs. “They worked to provide energy and they were also easy to digest.

But the upper limit was about 60 grams per hour or you’d experience GI distress.”

Along came the 1990s and the advent of gels, which revolutionized the fueling market thanks to their multi-transport

© 2026 Diversified

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Support Beyond the Knee

carbohydrate system of glucose and fructose. While the sugar base changed, the thinking on grams per hour remained steady, around 60 grams per hour.

But recent research is turning much of that on its head.

Researchers now know that athletes can push the grams per hour higher, delaying or even nearly eliminating the drop in stored glucose and keeping energy levels high enough to complete a long run or race.

Beginning about 10 years ago, studies suggested that 90 grams per hour for events lasting at least two-and-a-half hours was 18

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reasonable.

Reaching the levels that Sebastian Sawe achieved – from 115 to 120 grams per hour – is also possible, in some circumstances and for some runners.

The devil is in the details, however, and for runners seeking answers, it’s important to keep nuance in mind.

Inform and educate at retail When runners begin working with carbohydrate supplementation, they should have two goals in mind, according to Featherstun: Supporting their training/racing, and preparing

their gut. “You don’t get good blood flow to the gut when you’re running,” she says, “so you need to train your gut.”

With the idea in mind that most runners can handle more carbs than what previous thinking held, it’s worthwhile for them push boundaries a bit to understand their limits. This allows runners to gain confidence in their fueling plan so that on race day, nothing is left to question.

Retailers should know when to recommend a runner begin ingesting supplemental carbohydrates, like gels, chews or drinks. “I like to say replenish your stores early and often,” says Featherstun. “In general, however, you want to supplement for any activity lasting longer than 70 to 80 minutes.”

For runners looking to get the most out of their weekly long run, this is the starting point.

The next consideration is how often they should replenish during their run or race.

“Current recommendations are to supplement every 20 to 30 minutes after that,” says Vogel.

“But you need to incrementally increase in order to tolerate the added carbs.”

So while runners need to begin ea rly and replenish often, they also need to practice timing, as well as formulation.

Vogel suggests that runners begin with one gel per hour and practice that consistently before attempting to add more.

“Much depends on the athlete and what their goals are,” she says. “But in general, you can try to increase by about 10-gram increments, week over week.”

With a wide range of carbohydrate products on the market, it’s also essential that

runners try a variety to see what their GI systems prefer.

“The biggest thing is figuring out which fuel you can take the most of,” says Featherstun.

“You might love chews, but they can be harder to ingest than gels. Can you eat enough to meet your needs?”

Palatability matters, too. An athlete might love a berry flavored gel, but after four or five of them, do they start to struggle with the same taste? Helping runners understand the need for experimentation is key.

Sample and taste Mike Cosentino, founder of Atlanta-based retailer Big Peach Running Co., says that his stores even offer samples to customers so that they can try multiple options.

“We also ask them question about pace, time of day they’re running and how long they’ll be out there,” he says. “Fueling needs are different for everyone, so the conversation we bring is critical. It allows our customers to have better results and gain confidence.”

For every runner, there’s a tipping point on how much carbohydrate they can tolerate, as well as how much actually gets converted to energy. In other words, more is not always more.

For retailers with a wide spectrum of runners – from the serious, high-end performers to the new, weekly social runner – there’s the ability to educate and help.

“We get inquiries every day about hydration and fueling and that bleeds over into general wellness, too,” says Cosentino.

“This opens up opportunities for our brands and our business that we can capitalize on.” n © 2026 Diversified

THE ESSENTIALS ISSUE

Fueling Community Noogs Nutrition uses races and retail connections to elevate at run specialty. / By Dominique Smith

A

ll nutritional products are not created equally. No one knows this more than Paige Foote.

Paige is a registered dietician and marathoner who struggled to find a nutritional product that satisfied her on her runs. In 2021, she decided to partner with her husband and Air Force Veteran, Ben Foote to create sour gummy energy chews designed for performance for all athletes called Noogs Nutrition.

Each pack of Noogs chews offers nutritional value to those who indulge them before, during or after exercise. But beyond nutrition, each pack represents the value of community and how members of the running community and run-specialty community continue to help elevate the brand.

“All in all, the community is the heart of our business, It’s our whole strategy,” Ben Foote tells Running Insight. “We love partnering with clubs, partnering with stores to do race events, to get product in people’s hands. We just try to get in front of as many people as possible The retail/nutrition connection In 2023, Paige and Ben walked into the Ragged Mountain Running and Walking Shop in Charlottesville, v to showcase their product. Paige recalled the couple being terrified as they held a ziplock bag of Noogs in their hands, watching outfitters at the store help customers try on shoes.

They shared the product with the team shortly after being greeted by one of the associates at the store — and the rest is Noogs’ history. Not only did they support the business, but they also taught Paige and Ben the art of working with retailers.

“The store owners have been just such a 20

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Paige and Ben Foote support runners at many races around the country while growing their relationships with both run specialty retailers and run clubs — and runners themselves.

© 2026 Diversified

Kindness and education has been a common occurrence for the couple when meeting with retailers, especially locally owned and smaller chained retail shops.

Working with local retailers has been an efficient strategy for the couple as they continue to grow their business.

Owners Paige and Ben Foote feel they meet old friends and supporters when they attend The Running Event.

blessing for us,” Ben says. “To this day, we go to The Running Event and it’s like meeting all these friends because they all took a risk on us.”

Kindness and education has been a common occurrence for the couple when meeting with retailers, especially locally owned and smaller retail shops.

Working with local retailers has been an efficient strategy for the couple as they continue to grow their business. Not only have they learned how to work with the retailers, but it’s given them insight on how they can be of great benefit to those who carry Noogs in their respective stores.

“We really like working with smaller stores and smaller chains because we can build really authentic relationships,” Ben explains. “We can understand how we can serve them.

And then I think as we continue to grow, we’ll be able to support

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bigger and bigger retailers as we grow.”

Supporting running clubs The couple also leaned into supporting running communities by sponsoring local run clubs, which opened the door for them to meet with run retailers that are staples in their respective communities.

“Everybody’s tied into their local running store,” Paige says.

“So then we get connected to local running stores through providing support to their community-based running groups.

And then that helps us get into the stores.”

The community connection and bonds built with local run specialty retailers led them to becoming more involved in the road racing scene. After working with the Ragged Mountain Running and Walking Shop, they felt inspired to find more ways to engage with their local

running community.

The first race that they handed out samples of Noogs was at a local race in Charlottesville, called the Halloween Hustle 10K put on by the local YMCA. Since then, the couple has taken Noogs to races across the country to promote the product at races and expos, including the Allianz Richmond Marathon and the runDisney racing events.

Every interaction that the couple has had with race directors has been positive. From answering questions about what to expect at races and expos, to logistical needs such as needing product to be near their booth, the race directors have been more than willing to lend a helping hand.

“We’ve not had a bad exper ience work ing wit h race directors,” Ben says. “They’ve all been so wonderful to work with.”

The couple has also found

great fellowship among other exhibitors at the expos ahead of races, especially with the amount of time that they spend with one another at the different races.

“Even though it’s just me and Ben doing this on our own, I feel like they’re almost our colleagues, or our little coworkers at these events.” Paige says.

The couple says that the biggest piece of advice that they would offer anyone in their shoes is to always say yes to opportunities offered, because of t he doors t hat can open because of it. As the Noogs brand continues to grow, so does their love of community.

“We literally would not exist if it wasn’t for the community,” Paige adds. “Wanting community was the entire reason that I got into running, and we wouldn’t have Noogs if I hadn’t gone on that journey.” n

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THE ESSENTIALS ISSUE

ESSENTIALS

2026

13 pages of the best essential and accessory products for run specialty retailers.

GOODR The Sonic G by Goodr is a wrap-style frame featuring an adjustable nose piece for a customized fit and ventilated lenses that help prevent fogging. The Sonic G offers UV400 protection, polarIzed lenses and a no-slip, nobounce fit that stays securely in place during runs.

Available in four colorways. MSRP: $45

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© 2026 Diversified

THE ESSENTIALS ISSUE AMPHIPOD New from Amphipod, the Ultra-Luminator Headlamp is custom-engineered for running, delivering 350plus lumens in a compact, lightweight and durable design with three power modes, variable-angle adjustability and bounce-free comfort. MSRP: $50

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© 2026 Diversified

THE ESSENTIALS ISSUE

COROS The newest additions to the Coros Pace 4 family are Neon Yellow and Ultraviolet. Designed to stand out with bold, vibrant colorways, these new models feature a 6000-series aluminum alloy bezel, translucent design elements and a new color finish. They are equipped with an AMOLED display, up to 19 days of battery life and Coros training and recovery tools.

MSRP: $249 BAKLINE The Fleece Relay Reflective Gloves from Bakline are for the in-between days — low 30s, windy but dry, or just cold enough that fingers start to complain around mile two. The gloves feature touch-sensitive fabric on the thumb and index finger to help manage life on the go without exposing hands to the cold. The large reflective patch enhances visibility when running out on the road morning and night. MSRP: $35

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AETREX The Aetrex L700 Speed Orthotics help prevent injury, alleviate discomfort and reduce fatigue while running. They feature Aetrex Arch Support to help biomechanically align runners’ bodies and help prevent common foot pain such as plantar fasciitis, arch pain and metatarsalgia. MSRP: $69.95

TELETIES Teleties’ mission is to provide hair accessories that are both fashionable and functional so that taking care hair is hassle-free. Teleties offers hair ties, hair clips, headbands, hair brushes and more in various colors and patterns, all with eco-friendly packaging.

© 2026 Diversified

THE ESSENTIALS ISSUE

TIGER TAIL The Tiger Cane is a durable, lightweight acupressure massage tool for effective self-care. Its ergonomic design features seven strategically placed pressure points, allowing runners to target hard-to-reach areas such as the back and shoulders. With Tiger Tail Gription technology on each pressure point, runners can apply pressure to release muscle knots and soothe muscle discomfort. MSRP: $39.99

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© 2026 Diversified

THE ESSENTIALS ISSUE

TIFOSI The Navar from Tifosi Optics is for athletes who want a lightweight, comfortable fit. This half-frame sunglass features a ventilated dual-lens design to help reduce fogging and hydrophilic rubber nose and ear pads for a secure fit that stays in place. MSRP: $39.95 SIDAS The 3feet Run Protect insole from Sidas is for runners seeking maximum comfort and protection at each stride. The gel at the heel provides absorption and the section on the front of the foot encourages energy return. These insoles have an anatomic shape to help make sure feet are supported. MSRP: $59.96

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ALTER EGO The Signature 2026 Collection from Alter Ego features clean, versatile designs for runners who appreciate understated style and premium performance. Available in a range of colors, each hat is crafted with lightweight, breathable, sweat-wicking materials. MSRP: $49

SKRATCH LABS The Skratch Labs Energy Bars bring convenience to real food snacks as a fuel source.

The energy bars are made from scratch with fruit, nuts, nut butters and quinoa for a nutrition profile that’s suitable for a snack during prolonged activity. MSRP: $31.80 for a 12-pack or variety pack.

© 2026 Diversified

THE ESSENTIALS ISSUE

ROLL RECOVERY The StretchMat from Roll Recovery is designed with a wider shape, soft-touch top surface and 5mm of padding for active mobility stretching and core-strength routines.

The foldable design allows for quick pack-and-go. With a non-slip waterproof bottom layer, it can be used indoors or outdoors. MSRP: $65

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© 2026 Diversified

THE ESSENTIALS ISSUE

CURREX The Currex RunPro insole is a performance running insole designed to help improve comfort, support and stability. It features Dynamic Arch Technology with high, medium and low arch profiles, dual-layer cushioning, a zero heel drop and a fully decoupled heel to promote a natural stride. MSRP: $59.95

SPIBELT The SPIbelt Performance Running Hat is lightweight, moisture-wicking and built to keep runners cool and covered. The hat features laserperforated panels, sun protection and an adjustable fit. MSRP: $34.99

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GU Gu Energy’s Roctane Energy Drink Mix combines carbohydrates with critical electrolytes and amino acids to help keep runners going strong during intense or extended activities. MSRP: $40-$54

CATERPY Grounded in Japanese biomechanical research, Caterpy’s patented Cuboid Support helps stabilize the foot’s natural foundation to keep arches flexible and active. Built-in metatarsal padding engages all five toes to help correct floating toe syndrome and eliminate leg fatigue.

MSRP: $39.95

© 2026 Diversified

THE ESSENTIALS ISSUE TIGHTIES The Stabilizer from Tighties is wearable movement technology that enhances body optimization. It helps to align the pelvis, activate stabilizing muscles and cue runners toward better form. MSRP: $359

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© 2026 Diversified

THE ESSENTIALS ISSUE

BIB BOARDS bibSNAPS from BibBoard are reusable, lightweight race bib fasteners that securely attach race numbers without pins, magnets or holes in performance gear. They are fully customizable with logos, colors or event design. MSRP: $1.99 SORBOTHANE Sorbothane’s full-length Ultra Sole absorbs shock, returns energy and provides long-lasting comfort. The Ultra Sole has an air-infused flexible and supportive base with a larger heel inlay for shock absorbing comfort and impact protection. MSRP: $36.99

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LEKI The Leki Neotrail Pro FX.One Superlite weighs four ounces and the adjustable D-Loop strap helps provide freedom in the technical terrain.

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THE ESSENTIALS ISSUE

VIM HUE The VimHue Sun Goddess Performance Cap is designed for women, featuring lightweight, breathable, moisture-wicking fabric and UPF 50+ sun protection. The adjustable fit stays secure without pressure. MSRP: $38.00

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© 2026 Diversified

THE ESSENTIALS ISSUE

JUNK Junk’s SWFT hat is ultra lightweight, breathable and made to move mile after mile.

Available in two sizes, Small and Classic, for a comfortable fit, and comes in six color options. MSRP: $48 FITLETIC The Hydra 16 from Fitletic is for endurance runners and marathoners who require mid-to-long distance hydration without compromising speed or form. Its patented design and technology delivers ergonomic balance, quick-access hydration and zero-bounce stability. MSRP: $54

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DERMATONE The Dermatone Anti-Chafe Body Stick helps prevent irritation and hot spots caused by friction. Its fragrance-free formula glides on easily to create a long-lasting protective barrier in heat, humidity or wet conditions. MSRP: $7.99–$11.99

SALT STICK SaltStick Electrolyte Gummies deliver hydration with a blend of electrolytes in a gummy format to help make hydration more convenient, enjoyable and portable than traditional powders or drinks.

MSRP: $29.99

© 2026 Diversified

B2B RETAIL | CASE STUDY RESULTS

THE MOST OVERLOOKED PART OF FIT, COMFORT, AND PERFORMANCE. When retailers fit the sock with the shoe, performance improves-and so does sell-through.

Every great footwear experience starts with: ✓ Proper foot support

✓ Proper shoe selection

FOOT

SOCK

✓ Proper insole / underfoot system

INSOLE

SHOE

+47%

SOCK CATEGORY REVENUE GROWTH 3-Year Retail Case Study Real Independent Running Retailers

SEE HOW LEADING RUNNING RETAILERS DO IT DIFFERENTLY OS1ST.COM/RETAIL-PARTNERS

TECHNOLOGY AND RUN SPECIALTY

From A(I)nswers to A(I)ction AI is changing how retailers do business – if you do it right. Some advice from Steve DeMoss, Big Peach Running Co. “This year it goes from answering questions for you to doing things for you in the real world.” — Kevin Weil, OpenAI Chief Product Officer, March 2025

O

K, this quote is more than a year old, which is roughly an eon in AI time. And Weil is no longer even at OpenAI, but the point still holds: For most of us, keeping up with the pace of AI change is like trying to keep up with a world-class marathoner.

Pointless.

For the past couple years, most of us have thought about artificial intelligence

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as something we chat with. Ask a question.

Get a blindingly fast answer. Sometimes it helps. Sometimes it’s verbose and bland.

We’ve learned to ask better questions, provide better context and, occasionally, get an answer that makes us think, “OK, the world really is changing fast.”

But the bigger and more recent shift goes far beyond AI that answers questions. It is AI-assisted systems that help complete work.

One of the great truths of run specialty retail (and any small business) is that there is always more work than time. Every day forces a tradeoff. If we do one thing, we are not doing something else.

AI-assisted systems give us a way to reduce the repetitive parts of the work and redirect that time toward higher-value

action. Less generating, compiling, formatting and interpreting reports. More time thinking and acting on the data. More time with the team. More time in the community.

More time for running?

Earlier this year, I wrote about the prospect of flipping the scarcity of time to an abundance of time. Maybe the better framing is this: AI assisted systems give us a chance to repurpose time toward the work that matters most.

No robots, more data The immediate future of AI in running specialty probably won’t involve a robot shopping the internet for us. It is more likely to begin with something much quieter, like a nightly ledger that turns an unruly pile of daily retail data into decision-ready

© 2026 Diversified

In an AI-Driven World, Your Customers Expect More.

Meet the next generation of 3D foot scanning technology, combining precision scanning with AI-powered shoe recommendations and hands-free voice guidance.

In seconds, shoppers receive personalized fit recommendations built around their unique feet, helping retailers deliver better fits, fewer returns, and a more confident customer experience.

Zoe Pro, St ar ting at $1,995

< Watch the movie

From Answers to Action (continued)

We do not lack decisions to make. We lack the time and clean information needed to make them well. AI-assisted workflows can change this by making more room for judgement. They remove some of the repetitive preparation that keeps us from using our judgment in the first place. If we think AI only means a chatbot answering product questions, we miss a much bigger opportunity.

information.

One approach we have taken is to use an AI-assisted system to compile a daily footwear activity ledger. While not truly “agentic,” it is still automated and run by software that was built without any coding skills.

With the ledger in place, a lot becomes possible.

Rather than running reports, we can now “talk” with the data just by asking questions directly to it. An even more useful trick is quickly turning the data into dashboards for weekly and even daily (yes, daily!) at once ordering. This same data becomes monthly manufacturer summaries, KPIs and even special sourcing trend sheets exposing inventory gaps to address.

The data is no longer trapped 36

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in the POS waiting for someone to carve out time to build the report. It’s delivered to us, automatically (via email), in a format and at a cadence that allows for fast and impactful decisions.

(As an aside, I sometimes feel like George Jetson when I catch myself complaining that I had to press too many buttons to get to the data. For those who know this reference, I see you smiling).

And the most recent breakthrough is using this data to help write footwear futures orders.

Write less, think more As I wr ite t h is, we a re deep in SS27 order-writing season. Anyone who writes footwear futures knows the

time-consuming work starts long before the truly important work of building the order.

There are reports to be run. Data must be compiled. Spreadsheets need to be formatted. Prior seasons compared. Order sheets to be built.

By the time everything is ready, the buyer may have little energy left for the part that matters most: thinking.

Historically, I might spend 70 percent of my time preparing information and building orders, with the remaining 30 percent actually thinking about the order. What we are building has the potential to flip that ratio. Now, the process may be 70 percent thinking and 30 percent preparation. Maybe even 80/20.

Start small, grow with it The first step doesn’t have to be grand. Pick a recurring task that consumes too much time but improves the business when done well. Automate the gathering of data. Standardize the format. Automate the delivery of the result. Then use your expertise and taste to make better decisions. If you don’t know how to do this (most of us don’t) just ask your preferred AI model (ChatGPT, Claude or Gemini). With some patience and persistence, it can guide you through the process.

The goal is not to remove humans from the work. The goal is to enable humans to spend their precious time doing the work that matters most. We’ve entered a new era in the fastpaced AI evolution. It’s time to build AI assisted systems and workflows that make us better at what we do best. n If you are experimenting with similar workflows, I’d love to compare notes. I’ll be at The Running Event in San Antonio, TX, in December and would welcome the chance to connect there or in advance. You can reach me at steve@bigpeachrunningco.com. © 2026 Diversified

DECEMBER 1-3, 2026 HENRY B. GONZÁLEZ CONVENTION CENTER SAN ANTONIO, TX

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T S I G E R EARLY BIRD PRICING! Available through September 24

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TECHNOLOGY AND RUN SPECIALTY

AI and the Sales Floor Six ways AI is starting to change how running specialty stores sell, staff and operate. / By Eric S. Youngstrom

E

very retail conference session these days seems to open with the same slide: some statistic about how much money AI is going to unlock for the industry. It’s easy to tune out. Running specialty retailers have built their businesses on something AI can’t replicate – a good fitter watching someone’s gait, asking the right questions, building trust one customer at a time.

But dismissing AI as hype misses what’s actually happening on the ground. The technology has moved past chatbots that mostly frustrate customers. What’s emerging now is a set of tools that help your people do their jobs better, not tools that try to replace them. For running specialty retailers, the opportunity isn’t in some abstract AI strategy.

It’s in a handful of practical applications that touch inventory, marketing, training, and the sales floor itself.

There’s no replacing the human touch.

Empowering employees with AI tools frees more time for human interactions. Building out AI tools with a human-in-the-loop mindset frees your team to spend their time on the most important things, offloading repetitive tasks to technologies optimized for those activities. Here are six areas on which all run specialty retailers should be focusing.

1. Let AI Handle the Busywork Behind the Counter Every store has a stack of tasks that pull associates away from customers – writing 38

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None of this requires enterprise software or a technology budget. Most of it can start with tools you already have access to, used with some discipline about what you feed in and what you check before it goes out the door.

product descriptions, answering the same email questions, summarizing what a shipment of returns says about fit issues. This is the lowest-risk, highest-value place to start with AI and it’s where most independent retailers should begin.

Ways to put AI to work behind the scenes: • Use generative AI tools to draft product descriptions, social captions and email copy, then have a human edit for “voice” before it goes out.

• Feed AI your customer reviews and return notes to surface patterns – which models run narrow, which products customers love for long runs and where sizing complaints cluster.

• Use AI to summarize daily sales and traffic data into a short morning briefing your team can actually read before opening.

2. Give Your Sales Associates a Copilot, Not a Replacement The fastest-growing category of retail AI right now isn’t customer-facing chatbots. Its tools built for the people standing on the floor. Associate copilots pull customer purchase history, inventory position and product details into one place so a fitter can answer a question in seconds instead of walking to the back room.

What this looks like in a running store: • An associate can pull up a customer’s past purchases and gait-notes before a return visit, so the conversation picks up where it left off.

• Real-time inventory lookups mean nobody has to guess whether a size is in stock at another location, if another location exists.

• AI-assisted product knowledge tools help newer staff answer technical questions about stack height, drop and stability features without months of ramp-up time.

The retailers enjoying the best results treat these tools as training wheels for newer associates and a time-saver for veteran ones.

3. Bring AI-Powered Fit Tools Into the Conversation, Not Around It

© 2026 Diversified

For running specialty retailers, the opportunity isn’t in some abstract AI strategy. It’s in a handful of practical applications that touch inventory, marketing, training, and the sales floor itself.

AI fit-finders have gotten genuinely useful. Brands like Nike and New Balance have invested heavily in tools that translate a customer’s size in one model to a recommendation in another and some use foot-scanning technology to model volume and arch shape.

The mistake I see is treating these tools as a replacement for the fitting process instead of a way to make it faster.

How to use fit technology properly: • Use a scan or sizing tool as the starting point for a fitting, not the final word. Let your associate’s eyes and the customer’s feelings confirm it.

• Train staff to explain what the tool is doing, so customers understand why a recommendation makes sense rather than just trusting a screen.

• Use the data these tools generate over time to spot patterns in what your local customer-base actually needs.

Customers still want a person to tell them a shoe is right for them. AI can help that person work faster and be more accurate. It doesn’t make them less necessary.

4. Use AI to Get Smarter About Inventory and Demand 39

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Operating a specialty store is a tough inventory business – narrow margins, seasonal demand and dozens of models across half a dozen brands, each with its own sizing and color runs. AI-driven demand forecasting, once available only to large chains, is now accessible to smaller retailers through pointof-sale and inventory platforms that have built-in predictive tools.

Ways to apply this on a smaller scale: • Let AI flag which sizes and models are trending toward a stockout before it happens, instead of finding out at the register.

• Use sell-through data to inform what you reorder for race season, rather than relying purely on last year’s numbers.

• Apply AI-assisted markdown timing to move end-of-season inventory before it becomes dead stock.

This is one of the areas where AI has the clearest, most measurable payoff. It directly affects cash flow and working capital, which matters enormously for independent retailers operating on thin margins.

5. Personalize Without Losing the Local Voice AI-powered marketing tools can now predict which past customers are due for a new pair of shoes based on typical mileage.

Tailor email content to what someone actually buys and time promotions around race calendars. The risk is that this starts to feel like every other big-box retailer’s inbox. Here’s how to keep it feeling like your shop: • Use AI to identify who to reach – customers overdue for a shoe replacement or those who bought a debut pair of trail shoes

and might be ready for more gear.

• Keep the actual message written or reviewed by someone who knows your community, not fully automated.

• Use AI to test subject lines and send times, but keep event invitations, group run reminders and local partnerships handled by a real person.

The stores winning with AI marketing are the ones using it to work smarter (and faster), not to sound like everyone else.

6. Always Keep a Human in the Loop Every AI vendor pitch will tell you their tool is ready to operate on autopilot. Resist that. The most effective retailers deploying AI right now are the ones who keep a person reviewing what the technology recommends before it reaches a customer, whether that’s a marketing message, a reorder quantity or a fit recommendation.

A few guardrails worth setting from Day One: • Require approval before any AI-generated customer message goes out.

• Don’t let AI make final pricing or markdown decisions without a manager’s sign-off.

• Train your team on what the tools are good at and where they still get it wrong, so nobody defers to a screen out of habit.

AI is a tool for surfacing information and saving time.

The judgment still belongs to your team.

Some Final Thoughts Running specialty retail has always depended on trust – a customer trusting your associate’s advice, your store’s fit and your community’s word of

Running specialty retail has always depended on trust – a customer trusting your associate’s advice, your store’s fit and your community’s word of mouth. None of that changes with AI. What changes is how much of the busywork around that relationship your team has to carry alone. mouth. None of that changes with AI. What changes is how much of the busywork around that relationship your team has to carry alone.

Start small. Pick one or two of the areas above. Inventory forecasting and behind-the-scenes content generation are usually the easiest entry points. Give your team time to get comfortable before layering on more.

The retailers who get the most out of AI over the next few years won’t be the ones who adopt the most tools. They’ll be the ones who use AI to free up their people to do more of what actually sells running shoes — paying attention to the person standing in front of them. n about the author Eric S. Youngstrom is the founder and CEO of Onramp Funds, an innovative fintech that supports the growth of SMB eCommerce businesses.

Eric leads a team steeped in eCommerce experience, providing financing and other resources empowering online merchants to grow and scale their businesses. © 2026 Diversified

TECHNOLOGY AND RUN SPECIALTY

Getting Connected How technology is changing wholesale for retailers. / By Jody Hewitt, Senior Content Specialist, Lightspeed Commerce

D

emand is harder to predict than ever. A warm winter can leave technical outerwear sitting on racks. A viral social media post can turn a niche running shoe into a bestseller overnight. Trends in run specialty surface and fade in a matter of weeks and inventory risk is high.

For independent running retailers especially, the cost of getting it wrong is 40

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significant. Too much inventory ties up cash and leads to steep markdowns. Too little inventory results in missed sales and frustrated customers. As a result, many are rethinking not just what they buy, but how they buy — and from whom.

Here are six tips that can change the game for run specialty retailers.

1. Moving beyond seasonal buying

Historically, wholesale relationships revolved around seasonal purchase orders.

Retailers forecasted demand months in advance, brands fulfilled those orders and both sides kind of just crossed their fingers.

In today’s volatile operating environment, that approach is becoming impossible to sustain.

High operating costs, carrying costs and margin pressures have made deadstock more

© 2026 Diversified

expensive than ever. In response, many retailers are buying more cautiously, ordering smaller initial batches and relying on agile supply chains and responsive suppliers to replenish popular items mid-season.

2. Focusing on assortment relevance Consumers have changed.

They’re researching products more thoroughly, developing stronger brand preferences and placing greater value on trust.

In fact, 68 percent of shoppers say they are willing to pay more for products from brands they trust. At the same time, consumers have more choice than ever before, with online marketplaces providing access to an almost endless selection of products and brands.

As a result, retailers face growing pressure to curate assortments that stand out.

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Success is no longer about offering the most products — it’s about offering the right products from the right brands. Retailers are becoming more selective about the partners they work with, prioritizing brands that align with their customers’ values, differentiate their assortment and help build long-term loyalty.

3. Reinforcing instinct with data Trend cycles in r unning move faster now. New footwear technologies, emerging categories, viral trends and changing consumer preferences can quickly reshape demand.

To stay ahead, many retailers are using AI to surface trends across products, locations, seasons and sell-through performance that could otherwise take hours to uncover manually.

For brands, AI is quickly becoming a differentiator for those that can effectively use it to make smarter, faster strategic business decisions. According to NuORDER’s 2026 State of B2B eCommerce Report, roughly 44 percent of brands are currently using AI to improve inventory forecasting, up 22 percent since 2025.

But even the most sophisticated tools can’t compensate for incomplete or inaccurate data.

Accurate insights depend on clean product, sales and inventory data to give both retailers and brands the visibility they need to reduce guesswork and buy with confidence.

4. Sharing data instead of operating in silos One of the most impactful levers for increasing sell-through today is shared, real-time visibility between retailers and brands.

Many retailers use sales and inventory data from their point of sale to identify top sellers and stay ahead of demand. Now, they increasingly want access to supplier data to make better buying decisions throughout the season, including inventory availability, replenishment timelines and broader market trends.

At the same time, brands are looking for deeper insight into what’s happening at the point of sale. Access to sell-through, inventory levels and customer demand signals help brands make better decisions about production, replenishment and inventory allocation throughout the season. According to the 2026 NuORDER B2B eCommerce Report, a whopping 89 percent of brands reported using sell-through data to actively guide wholesale decisions and execution. © 2026 Diversified

Getting Connected (continued)

5. Choosing wholesale partners differently Fragmented wholesale processes weren’t built to keep up with modern retail. Buyers often have to jump between vendor portals, manually reconcile orders, chase confirmations and manage inconsistent product information across brands. Tasks that should take minutes often end up taking hours.

At the same time, customer expectations have never been h igher. Ret a i lers have no time to waste on inefficient wholesale workflows, which explains why 66 percent of retailers say they have either optimized (28 percent), are currently optimizing (27 percent) or consider optimizing their wholesale workflows a high priority (11 percent), per a recent Lightspeed survey.

As part of this optimization strategy, many retailers are becoming more selective about the brands they work with. Great products still matter, but many are prioritizing suppliers who also offer: • real-time inventory visibility; • fast in-season replenishment; • reliable performance data;

• and frictionless ordering workflows.

T h e r et a i le r s p e r fo r m ing best aren’t just buying better — they’re pa r tneri n g b e t t e r, p r i o r i t i z i n g transparency, responsiveness and collaboration.

6. Investing in connected infrastructure As operational complexity increases, both retailers and brands are feeling the strain of d iscon ne ct e d syst em s.

Retailers need accurate visibility into inventory, sales and customer demand to make

better assortment decisions, while brands need timely sellthrough and inventory data to support partners, forecast demand, and plan production. When information is fragmented across platforms, reorders happen later, visibility comes too slowly, and both sides spend more time managing processes than pursuing growth opportunities.

As a result, the running industry is increasingly investing in connected infrastructure that links wholesale, inventory, ecommerce, POS, fulfillment and reporting into a unified

ecosystem. By creating a shared source of truth, brands and retailers can improve visibility, automate manual workflows, react faster to changing demand and spend more time focused on assortment strategy, merchandising and growth instead of administrative tasks.

T he f ut u r e of r et a i l is collaborative Retailers can’t control the weather, consumer sentiment or the next trend cycle. What they can control is how quickly they respond.

The retailers best positioned to protect margins are building more flexible inventory strategies, leveraging better data and working more closely with suppliers to improve forecasting and adapt while demand is still building—not after it has passed. n Explore more wholesale insights: Download the complete guide: “The Death of Disconnected Wholesale (and What’s Taking its Place).” Learn what’s replacing large pre-book orders, static assortments and slow replenishment cycles in wholesale—and why it matters for retail.

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© 2026 Diversified

DECEMBER 1-3, 2026 HENRY B. GONZÁLEZ CONVENTION CENTER SAN ANTONIO, TX

FIRST LOOK: EDUCATION PREVIEW IS LIVE From retail innovation and best practices to emerging trends and expert insights, this year’s education program is built for every part of your business. Get a first look before you register.

PREVIEW THE PROGRAM therunningevent.com/education-program

@therunningevent

Produced by:

TECHNOLOGY AND RUN SPECIALTY

Mapping Trails Future Kinomap partners with GTWS to allow runners to experience the trail from home.

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echnology is steadily making its way into the trail running community — now to the extent that elite training and competition are no longer limited to mountain slopes, remote courses and livestream coverage. Through a new long-term partnership, Kinomap and the Golden Trail World Series (GTWS) are giving runners a way to experience some of the sport’s most iconic routes from home.

Kinomap, an interactive training platform for running, cycling and rowing, has joined GTWS as an official sponsor in a collaboration that aims to strengthen connections between fans and elite trail runners worldwide through immersive video, race content and interactive training sessions.

One key aspect of the partnership is its blend of media and fitness technology. Before each GTWS race, fans will 44

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see a Kinomap-presented course preview during the pre-show, with extended versions shared across GTWS social channels. These previews are intended to build race-day excitement and also invite runners to train on the same routes themselves.

Trails from events such as ZegamaAizkorri and Sierre-Zinal will be filmed in high-quality, geo-synchronized video and uploaded to Kinomap. Using smart treadmills and other connected fitness equipment, runners can accurately experience changes in elevation, speed, and intensity.

This collaboration positions the Golden Trail World Series at the forefront of trail running, bringing the intensity and iconic landscapes of the sport directly into athletes’ and fans’ homes,” explains Patrick Maitrot, GVP global ad sales and partnerships at WBD Sports Europe. “Kinomap

is a key partner, enabling us to strengthen our connection with the global running community while significantly expanding the visibility of the GTWS through bestin-class training technology.”

Additionally, Kinomap’s integration with Strava enables runners to track progress and share their achievements by automatically exporting their workouts. GTWS’s own Strava club also gives fans and athletes a space to connect around the series.

“Partnering with the Golden Trail World Series alongside Salomon, a long-standing and historic partner of the series, and Warner Bros. Discovery (WBD) Sports as the global broadcaster, marks an important milestone for Kinomap,” adds Kinomap CEO Philippe Moity. “Together, we are building a powerful ecosystem that connects elite competition, global media reach and immersive training technology. Our mission is to bridge the gap between watching and doing — enabling runners everywhere to step onto the same legendary courses and become part of the GTWS experience.”

The 2026 GTWS season will span eight countries across three continents. It opened in Spain on May 17 and finishes in South Korea in late October. Fans will be able to follow the competition through GTWS’s official channels, WBD platforms (HBO Max, Eurosport, discovery+ and TNT Sports), and an extensive global broadcast network.

For those looking to experience what it feels like to run the GTWS courses themselves, Kinomap offers a fully immersive training experience from home. Available on mobile apps, tablets, connected TVs, and leading OTT platforms, Kinomap enables users to connect their fitness equipment and train on courses with ease. n

© 2026 Diversified

TECHNOLOGY AND RUN SPECIALTY

Workout, Write It Down

Workout Writer app helps runners turn plain-language workout notes into structured Apple Watch and Garmin sessions.

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o more writing down a workout routine on a sweaty piece of paper and then maybe remembering it later. That’s so 2025.

Now a new app uses intelligent text parsing and reusable effort tags to make structured session creation faster for athletes, coaches, physiotherapists and clubs.

It’s called Workout Writer, an iOS and macOS app for runners and cyclists, that was recently launched to make it faster to turn natural workout notes into structured sessions for Apple Watch and Garmin. So

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instead of building workouts step by step through rigid forms, athletes can write a session the way they naturally think about it, then schedule it on their watch and sync it to their calendar.

Workout Writer was created by Simon Burbidge, a developer with 15 years of experience making award-winning mobile apps. The app has been in development since Apple announced WorkoutKit at WWDC 2023.

“Most athletes and coaches already know what they want the workout to be,” Burbidge

explains. “The friction is turning that idea into something structured enough to use on a watch. Workout Writer is designed to make that step feel natural.”

A key part of Workout Writer is its deterministic workout parser. The app understands natural workout notes, then converts them into repeatable structured sessions without relying on AI. The same text always produces the same workout, giving athletes and coaches predictable results when creating, editing, reusing and sharing sessions.

Workout Writer also introduces customizable tags: reusable effort keywords such as “tempo,” “threshold” or “easy” that can represent pace, heart rate, power or cadence.

When an athlete’s fitness changes, they can update the tag and have workouts automatically reflect the new target.

Tags ma ke t he app useful for individual training, but also powerful for coaching, rehabilitation a nd clubs, where t he same workout structure may need to be shared with athletes of different ability levels. A workout can easily be shared via messaging, chat or social channels as a link or QR code and recipients get the workout automatically configured to their level.

Workout Writer is available now for iPhone, iPad and Mac. n

© 2026 Diversified

ONE MORE THING ...

Slow Down a Bit A primer on the patience of effective leadership for busy run retailers. / By Tom Griffen

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magine this common scenario: You’re watching an employee work with their customer and you hear them flat-out miss a crucial step of your fitting process. Maybe it’s a step that’s meant to better inform the fitter of the customer’s biomechanical needs.

Maybe it’s a question that deepens the store’s connection to the customer.

Maybe your employee outright skipped discussing socks, insoles, bras or relevant accessories.

Whatever the case, you watch them with anticipation, hoping they’ll correct themselves. But alas, they don’t. You can’t help but cringe as they ring the customer out, because you know that customer is leaving after having experienced a compromised version of what you expect the team to do.

Has this ever happened to you? Of course it has. And if you are regularly listening as your team fits customers, it likely happens more than you want to believe. It’s human nature for even our best, most well-intended staffers to drop the ball every now and again.

Here’s the big picture — this moment is a reminder that, perhaps, you need to get back to regular on-the-fly training. I mean, the store’s been busy and maybe you’ve stopped holding yourself accountable to daily stop-and-learns in the heat of the moment. Happens to everyone, and it’s time for a quick reset.

But also, this moment begs the question, How will you address the specific situation with the employee? Because a conversation needs to be had. And truth be told, you have some options.

Many of us were taught that it’s always best to discuss an issue as soon as possible after it happened. Capitalize on the learning moment, right? And immediately, preferably. We were also

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likely taught to gently tell them what they missed. Might sound something like, “Hey, during your last fit, I saw you miss a crucial step. Let’s talk about how to do it better next time.” Sound familiar?

But I caution you to rethink this approach. Because psychology says this method may actually be ineffective.

Why? Because it has great potential to put the employee on the defense. And though it may, in fact, inspire them to behave differently next time, their motivation is wrong.

It’s more fear-based than anything.

After all, they surely don’t want to have to deal with you calling them out again.

So they correct themselves only because they don’t want to get their chops busted again. I don’t know about you, but I would hate to have a floor of employees operating successfully only because they want to avoid my finger shaking.

In most circumstances like this, assuming the employee has truly been effectively trained and knows what an ideal fit looks like, it’s best to take the time to guide them into a moment of self-reflection. Specifically, you ask them three post-fit questions: 1. What did you just do well?

2. Where did you fall short?

3. And what will you do differently next time?

You ask these questions one at a time, allow them to answer fully, and only offer your thoughts if, when all is said and done, they neglected to mention the gap you just witnessed.

When our team is accustomed to their leadership asking them to self-reflect, they’ll often name wins and misses before we even have to say a word. And when they are empowered to identify their shortcomings (and not you), the

When our team is accustomed to their leadership asking them to self-reflect, they’ll often name wins and misses before we even have to say a word. And when they are empowered to identify their shortcomings (and not you), the feedback moment doesn’t feel remedial. feedback moment doesn’t feel remedial.

As such, they are more likely to correct their behavior for reasons that have nothing to do with fear.

But let’s be real. This is hard for us leaders to do. We often feel like we haven’t the luxury of time to wait for an employee to name their miss. We just want to tell them so it gets fixed ASAP! But pacing and patience will work in their (and our) favor. Staff who know what an ideal fit looks like will readily be able to name what they did well and not. And if they can’t, it’s a sign that they didn’t know what success looks like in the first place. And this, dare, I say, isn’t their fault. It’s a training issue.

Which means it’s our fault.

Good leadership requires patience. A slowness. A long-game mentality. And sometimes we have to bite our tongue and hit the brakes on our knee-jerk tendencies as we coach staff to find answers on their own. Slow change is empowered change.

Can you imagine a future with a team of self-aware staffers who can aptly name both where they are crushing it and where they’re blowing it? This team, I promise you, is the team who will take you to your next level. But it starts with you. n

© 2026 Diversified