Sustainability. Is there a buzzier buzzword in the running world these days? Not that that’s a bad thing, of course. As consumers have increasingly made a clean and healthy planet a focal point of their lives, the running industry has responded in kind.
Footwear makers are exploring new materials and manufacturing processes to get into lock step with their customers. Other suppliers are doing the same, as they try to limit their carbon footprint. Retailers, meanwhile, are learning that embracing the sustainability movement isn’t just good for the earth. It’s also good for business — especially, increasingly, the race business.
But sustainability is not some flash-inthe-pan trend that emerged out of nowhere. As Tia Bodington points out, the running world has been integrating sustainable practices for more than a decade. The CEO of Resource Efficiency Products, Bodington also serves as the race director for the Miwok 100K in California. Like many
others in the industry, she learned a deep appreciation for nature as a child and now lives it out as an environmental steward.
“I grew up in a hiking family in Northern California and raised my kids in Berkeley,” says Bodington. “The sustainability mission was just second nature to me,” pointing out that when she took over the Miwok 100K in 2004, its fifth year, the volume of garbage was astonishing — an overflowing 10-yard
dumpster for only 250 runners.
“By 2012, the availability of commercial recycling and composting bins had improved and we had reduced the trash to half of a four-yard bin, while doubling the size of the event,” she adds.
Since then, Bodington has continued to find ways to enhance the sustainability of the Miwok 100K.
“We recently added TerraCycle bins to the aid stations and finish area for runners’ nutrition wrappers,” she says, adding that they now ship all the wrappers off to TerraCycle post-race and they turn them into cool, useful things like planters and totes and even park benches. “The important thing is to identify a few manageable goals that you can sustain over time; educate your staff, customers and runners and develop a system that achieves those goals.”
Race organizers who ignore sustainability practices, Bodington warns, do so at their own risk.
“As more environmental education occurs
in the outdoor sports space, participants are beginning to take into account the practices of the events they are considering,” she says. “Races that don’t evolve the sustainability aspect of their events can find themselves left behind as runners include event sustainability measures in their decision on which races to run.”
Nick Kovaleski, director of operations for A Runner’s Mind (ARM), also based in California, shares a similar story to Bodington.
“From a young age I had an appreciation of the natural world around us,” he says. “My parents didn’t limit my exposure to the outdoors and when you grow up surrounded by nature, it would be impossible to not feel a deep sense of gratitude for nature and a desire to protect our environment.”
Today ARM is one of the Bay Area’s top run specialty stores, with two locations — one in San Francisco and the other in
Burlingame, employing 25 team members in all, split between full-time and part-time.
From the get-go, Kovaleski knew that California’s climate goals were very much aligned with his.
“We live in a state that puts the environment first and also in an area with a high concentration of humans who understand the importance of environmental stewardship,” he says. “There are few cities in the country that have standards as high as the city of Palo Alto.”
Kovaleski welcomed Palo Alto’s exacting environmental regulations, noting that they significantly increased his learning curve.
“Partnering with the city to help them host their Great Race for Saving Water in 2019 raised my environmental awareness in race production,” he explains. “Palo Alto required the event to be zero-waste and we couldn’t send anything to the landfill. With guidelines like that, it’s hard not to shift your entire
perspective to one that places the environment above all else.”
For Brian Mister, co-founder and race director for the Around the Crown 10K in Charlotte, NC, introducing sustainability practices to his race wasn’t quite as seamless. He initially wondered if being “a blue city in a red state” could potentially hamper his efforts.
But as Mister points out, sustainability has played a big role in the growth of his race. In its fifth year, the Around the Crown has become one of the Tarheel State’s most popular races. Participation surpassed 6000 runners in 2023, up 23 percent from the previous year.
“Sustainability has been part of our mission since Day One,” says Mister. “Our runners have noticed and call us out for it. They like being part of something that has a positive impact on their community.”
Bodington echoes that sentiment. “Runners are increasingly
offered opportunities to enhance the sustainability of their participation in races,” she says. “They can decline the ubiquitous race T-shirt, choose to recycle their gel packets and even offset their carbon for travel to races.” One example: Many trail races now require that runners bring their own cup for hydration during the event.
As Bodington notes, there are countless ways to make a race sustainable. But according to Kovaleski, the most difficult part for many race organizers is just getting started. He advice is to “put your money where your mouth is and do the right thing.”
“Do the work necessary to change the elements of your race or event that negatively impact the environment,” he says. “It’s hard, I know, and it requires you to say no more than you may be comfortable saying no. But it’s also liberating to realize that the show will still go on.”
So how can hesitant race organizers get sustainability efforts off the ground? According to Kovaleski, the first step is to look inward. “Take the time to reflect on your own practices,” he says. “Do everything in your power to make sure you operate your business as responsibly as possible.”
From there, Kovaleski advises, it’s essential to make sure everyone on your team is on board.
“Share those efforts and empower others to believe that it’s a matter of just doing it,” he says. “Be intentional in everything you do. It’s important to build confidence around any new initiative. Have a conversation with everyone on your
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team. Before they can buy in, they must understand what the goals are.”
That goes for volunteers too, according to Mister. “Meet people where they are,” he says. “You’re going to need more
volunteers and they’re going to need to know what they’re doing.”
Bodington learned this lesson firsthand. “One pitfall is assuming that a race’s staff and volunteers are supportive of the
sustainability measures being proposed or have any interest in working toward lower waste at all,” she says. “Some people are unaware or don’t care. Assess your colleagues and figure out how to achieve buy-in before instituting green methods for managing race supplies, waste and transportation.”
Once you get your team up to speed, there’s still a bit of homework that needs to be done.
“Read your event permit and look up the local laws to find out whether recycling and composting are legally required in your jurisdiction,” Bodington says. “Work with your waste management vendor to rent the appropriate receptacles. Tape pictures of what goes in each
bin directly on the bin.”
Mister emphasizes the need for clear and easy-to-read signage. “Messaging is crucial,” he says. “You can’t just put out bins for compost and recycling. You need to show people exactly where things go or you’ll end up with a big mess.”
One way to head off the accumulation of trash is “precycling.” Bodington says it has made a noticeable difference for her on race weekends.
“You can do it before the time crunch of race week,” she explains. “A few weeks out from the event, streamline all your supplies by removing all the unnecessary plastic wrap,
As the sustainability movement continues to gain strength in the running world, a host of national organizations have emerged, offering valuable support and resources for race directors.
• A great place to get a lay of the land is the Low Impact Alliance (LIA), a global collective of retailers, brands and runners dedicated to making the industry as whole more environmentally responsible. Joining LIA is easy. Just visit the website (www.lowimpactalliance.com) and sign up. As a member, you’re asked to commit to supporting LIA’s efforts. In turn, you gain access to a wide variety of helpful educational opportunities, including webinars and special events.
• Another good resource is Runners for Public Lands (RPL). Like LIA, RPL is committed to protecting the environment through local initiatives. You can visit www.runnersforpubliclands.com to become a member and learn more. Through RPL you can also access the Race Director Hub, which was developed in partnership with the Council for Responsible Sport (CRS), a working group of race organizers and other nonprofit organizations. RPL also publishes “A Race Director Guide for Community Building and Environmental Stewardship.” You can access a copy when you visit the website.
• Council for Responsible Sport (CRS) – www.councilforresponsiblesport.com – is definitely worth exploring, too. Founded in 2007, CRS helps race directors and other event organizers measure and manage the environmental impact of their events. Certification from CRS is a powerful endorsement for any race.
• Then there is Leave No Trace – lnt.org – an organization that accomplishes its mission by providing innovative education, skills, research and science to help people care for the outdoors. By working with the public and those managing public lands, Leave No Trace focuses on educating people – instead of costly restoration programs or access restrictions – as the most effective and least resource-intensive solution to land protection.
bags, boxes within boxes, sixpack rings, foam peanuts, paper, cardboard and tags. Volunteers get very busy and tired during a race and items that could be recycled or composted often get thrown in the garbage for expedience. Your vols will really appreciate having a lot less junk to deal with.”
Drinking cups are perhaps the greatest source of trash at a race. That has been Mister’s experience. But he found a perfect answer to this problem by partnering with Hiccup Earth (www.hiccupearth.com), a company out of Florida that offers eight-ounce reusable silicon cups. Hiccup delivers their cups to the race site, picks them up when it’s done and then sanitizes them for the next race. Cup waste, in turn, is eliminated.
Food waste is another common challenge to sustainability efforts. But Bodington encourages race organizers to view this as an opportunity for community engagement.
“Identify ahead of time a local organization that could use your leftover food,” she says. “Ascertain what is perishable and needs refrigeration and what can be held in cartons while awaiting delivery. Assign one person who will ensure that the food doesn’t get thrown in the dumpster and then deliver the edibles the day after the race.”
Like it or not, human waste must also be addressed. Bodington advises a bit of a financial investment. “Provide portable toilets at all aid stations, even the remote ones, to avoid a concentration of human waste in the wild at these locations,” she says.
Of course, despite organizers’
best efforts, trash will likely pile up. Bodington’s solution is to enlist sweeps that follow close behind the very last runners to clean up all markers, chalk and garbage along the course. “The community will appreciate that the event has left the area cleaner than when the race started,” she says.
Shirts have also become a major issue for event hosts. In fact, more and more race organizers are coming to the conclusion that they simply aren’t necessary. At the very least, a shirt can be an optional item that participants must request.
Kovaleski feels that’s how all giveaways should be handled. “Send folks home only with something they need or will use,” he says. “Learn to focus on the experience, rather than just the tangible freebies.”
The same goes for bibs, especially those that use Tyvek, a chemical that can do great harm to the environment. “There’s still not a good solution for
it,” says Kovaleski. “You can replace bibs with popsicle sticks. At the very least, you can move to smaller bibs.”
He adds that safety pins are no longer a necessity for bibs. BibBoards is one of several companies that offer green alternatives.
Kovaleski is also a huge supporter of doing away with medals. “In my opinion, they are an entirely unnecessary element of the racing industry,” he says. “Eliminating medals entirely makes a huge difference on your event’s overall environmental impact.”
Logistics and transportation are unique challenges for any race, and even more so when taking sustainability into account. Indeed, consider what Bodington needs to plan for in the Miwok 100K, which traverses 62 miles of rugged terrain, as opposed to Mister and the Around the Crown, which winds through city streets.
“In ultramarathons, the tradition of crews and pacers meeting their runners along the course balloons the carbon footprint,” Bodington explains. “But the celebration and support that moves along our course has become an integral part of many ultras. We’ve started using electric vehicles to deliver event supplies.”
For Mister, the Charlotte public transportation system – bus and rail lines – is an invaluable resource that participants are encouraged to use to travel to and from the race. Carpooling is an excellent alternative as well. “The important thing is to talk about it as much as possible,” he says. “That way participants know all their options.”
Essential to every practical step you take toward sustainability is establishing partnerships in the community. For example, Mister works locally with Sustain Charlotte, Crown Town Compost, Carolina Farm Trust and CGC Water. “We lean on our sponsors for about 60 percent of race revenues,” he says. “Corporate partners have gotten easier to attract because of our commitment to sustainability.”
One final piece of advice that Bodington, Kovaleski and Mister all agree on: Rome wasn’t built in a day — and neither will a race’s sustainability program.
“It’s a process,” says Bodington. “All events have some commonalities and many have some unique quirks, too. It will take time and there’s no perfect way to do it.”
Just take the first step, she adds. You’ll be glad you did — and so will your customers. n
When Tim Jarvis launched his race timing business in southern Illinois about a decade ago, the typical registration fee for a 5K race in his neck of the woods was $20.
“Maybe a few races hit the $25 mark,” says Jarvis, who has since added two run specialty retail stores, RTS Outfitters, into his running-oriented business portfolio.
Today, however, Jarvis says 5K race fees of $30-35 are the norm — a number in line with the national average.
According to RunSignup’s Midyear Trend Report, the average cost of a 5K race – the backbone of the community racing calendar and the gateway distance for many firsttime runners – is now $31.18, which is 11 percent higher than 2019.
The escalating cost of the 5K concerns Jarvis, who acknowledges the importance of the 5K race to the health of his racing
and retail operations. The 3.1-mile event is a target distance for novices and often something that propels deeper involvement and investment in the sport; a distance seasoned runners can tackle week after week, which increases race registrations and retail purchases; and an accessible event for families to partake in together, which contributes to memorable experiences and promotes community fitness.
“But for a family of four now, participation in a local 5K can easily run $120,” Jarvis says. “That’s two tanks of gas and a cart full of groceries.”
Put in those terms amid high inflation, it’s easy to understand why Jarvis expresses concern.
When Brendan Barrett and a group of high school pals launched the Keith Nintzel Memorial 5K in 2005 to honor a fallen
high school teammate, the race carried a modest and clear-cut registration fee: $20 for pre-registered runners and $25 for race day registration. For 15 years, that fee structure remained steady.
When the race returned after a pandemicforced hiatus, however, Barrett and his partners bumped registration fees up $5.
“Coming out of the pandemic, fields were lower and there was more overhead. Twenty bucks just wasn’t viable anymore,” explains Barrett, co-owner of the Sayville Running Company and Smithtown Running Company in Long Island, NY.
To be certain, it simply costs more to host a 5K these days. From site fees to insurance to merchandise, a race’s necessary expenses have climbed. From 2014-2019, for example, Jarvis routinely purchased race tees for about $4.50 each. Today, he’s paying $9.
With a $25 race registration fee – never
percent increase. In that same time frame, the cost of a pound of fresh whole chicken climbed 25 percent while a dozen large grade A fresh eggs soared 30 percent.
By comparison, an 11 percent jump in 5K entry fees looks tame.
Even so, Katz hopes fixed costs stabilize, so race participation fees can stabilize, particularly for novices. If the investment is too burdensome for beginning runners, she worries some simply won’t sign up, while others will insist on insurance or refund policies.
In Long Island, NY, Barrett says the ubiquity of 5Ks on the community calendar offers variety and opportunity for any runner to find a race at a palatable price point. Yet more, some view a race as a social event. Even a $40 5K race featuring a post-race band, beverages and food can be deemed a compelling value in comparison to a night on the town, he notes.
runs” and forgoing the expense of race timing. Still others are providing a little something extra: free beer or wine at the post-race party, food trucks at the finish line, live music, attractive raffles or elevated – or at least differentiated – swag to entice participation.
In recent years, Katz has noticed a premium placed on in-person events that double as “experiences.” It’s why Terra Running Company paired two new 5K races on its calendar with local festivals – the International Cowpea Festival and the Hot Slaw and Art Y’all event in downtown Cleveland, TN.
“This creates a more experiential day for participants, who can run the race and then attend the festival,” she says.
mind a $20 charge – Jarvis says many races teeter in the red unless robust sponsorship helps to defray expenses.
“It’s simple math,” Jarvis says. While higher 5K entry fees might not jar some participants – “The couch to 5K runner might see $40 differently than the seasoned runner who’s been there and done that,” Jarvis allows – he fears the impact escalating registration costs could have on overall participation numbers. He cites one veteran runner in his area who was present at seemingly every local 5K, sometimes two in a weekend, but now cites entry fees as her reason for doing fewer races.
“She told me, ‘I just can’t do ‘em all,’” Jarvis says. Does this forecast a wider concern for races and run specialty stores, two entities that lean on each other for success?
“So far, I’m not concerned because the increase [in 5K entry fees] is comparable to other products and services,” says Brittany Katz, owner of Terra Running Company, which operates a retail store and race timing business in Cleveland, TN.
To Katz’s point, the average price of a gallon of whole milk at the start of 2019 was $2.91, according to the U.S. Bureau of Labor Statistics. In July 2023, the same product ran $3.97, a 31
Still, Barrett would like to make sure events in his store’s Sayville Summer Series, including the Nintzel Memorial 5K and three other 5K races, remain accessible for the masses, not a deterrent to participation.
Recognizing the increased cost of 5Ks as a potential problem, many race organizers and running shops are taking proactive steps to reduce registration fees or elevate the value proposition.
Some races, for example, are slicing entry fees by allowing participants to opt out of a race T-shirt in return for a discounted rate, often $5-8 lower. Others, however, are converting to “fun
Other races, meanwhile, are championing the 5K distance as a worthy and attainable fitness goal. Couch to 5K and youth running programs like Girls on the Run have long done this and the mission to cross the finish line often trumps any objection to the registration fee.
“Having someone complete their first 5K is meaningful and that’s always worth remembering,” Barrett reminds.
And with so many 5Ks tied to local charities, both Jarvis and Katz find it important to sell that angle and the community boost it provides. If the race supports youth programming, have kids make signs along the course. If the race benefits the animal shelter, then have dogs or cats visible at the start and finish line.
“Make it clear where the money goes,” Katz says. “It’s more memorable to people if they know what they’re supporting.” n
What’s worse than having to miss a race because of a last-minute illness, family emergency or injury? For most runners, the fact that they would also lose their sometimes hefty registration fee only adds insult to that injury. The increasing costs of those post-pandemic races makes it hurt even more.
That’s where a company like Allianz Partners comes in.
One of the leaders in travel protection and consumer specialty insurance, Allianz says it has experienced a 30 percent average annual increase in the number of runners opting to protect their race with Allianz Partners’ Event Registration Protector. Based on this trajectory, the company expects to insure more than 130,000 runners in 2023, a 30 percent increase over 2022 and an almost 100 percent increase over 2021. The total dollar amount that runners have been insuring has been increasing by an annual average rate of 25 percent.
The Event Registration Protector basically helps provide both peace of mind for runners and protection against lost registration fees when participants can’t run for a reason covered under their plan. Race registration protection is available
to runners at top competitions around the country and has been available races such as the 45th running of the Allianz Partners Richmond Marathon.
“Cancellation policies can be a pain point for both race organizers and runners alike,” points out Daniel Durazo, director of external communications at Allianz Partners USA , who adds that race organizers are reluctant to refund registration fees due to the high cost of producing their event and may therefore prohibit refunds for any reason.
“Runners who have to cancel their participation at the last minute due to an unexpected illness or injury can lose up to hundreds of dollars in addition to missing their race,” Durazo says. “Runners want access to registration refunds and race organizers don’t want to be in the position of denying refund requests.” He says that their Event Registration Protector solves this problem by providing refunds when they have to cancel due to a reason covered by their policy and allows race organizers to provide a better customer experience.
The Event Registration Protector can reimburse registrants up to 100 percent of pre-paid non-refundable registration expenses if a racer cannot attend for a
number of reasons, such as covered injury/ illness (of the racer or a family member), job loss, transportation delays, military/ family/legal obligations and more, depending on their plan. The plans also include 24/7 assistance services, which can offer racers help with race-related problems or questions when things don’t go quite as planned.
Looking to build on their runningindustry partnerships, Allianz Partners recently became a Foundation member of Running USA, the highest-level sponsorship available.
“Runners have been steadily adopting Event Registration Protector as their go-to hedge against losing their registration fee due to a covered reason, such as an unexpected illness or injury,” adds Chris Garlock, VP–marketing at Allianz Partners USA. “Race organizers appreciate the fact that racers have access to refunds when they can’t race due to a covered situation. We find that providing timely refunds in the event of a covered cancellation leads to better runner satisfaction and event loyalty.”
Since its launch in 2012, Event Registration Protector has protected more than 450,000 runners and covered more than $4 million in registration costs. n
Slow is the new fast for multi-year race sponsorship growth at events such as the ATC10K.
North Carolina’s largest 10K running race, Around the Crown 10K Together with Truist (ATC10K), is also an expert in securing and maintaining event sponsors with 80 percent of its sponsors being multiyear partners with a retention rate of 92 percent year over year. The philosophy is simple: Identify potential partners who share a vision to move Charlotte, NC, forward. Event organizers are proud of their “part science, part art” approach to growing their sponsorship base in that they rarely conduct cold-calling and are selective of who they bring onboard.
While ATC10K was bucking national running race registration trends with growth in its participation, it was also growing its lineup of annual events and stakeholder interest. From early 2023 to race day on September 3, event organizers grew its event portfolio’s multi-year sponsor roster from 57 percent to 80 percent. Event organizers feel that by offering evergreen marketing opportunities based on ATC10K’s three core pillars of inclusivity, sustainability and Charlotte, the events stand out as a prime lead generation event for Charlottebased brands.
“Identify your core pillars and find companies that align with them,” says Brian Mister, race director for Around the Crown 10K. “You’re not selling a race, you’re selling a community — what does your community love and give money to?”
ATC10K presents multi-year partnerships when meeting with potential sponsors because organizers feel it helps to build out the event’s portfolio, awareness and credibility of the sponsor’s products or services with race participants, and momentum between all four events leading up to ATC10K. With two- and three-year agreements, ATC10K can integrate the sponsor’s full vision of what they feel is a
successful return on investment throughout the year with less time between consumer engagements. It allows for more relationship building between the participants and sponsor, between sponsors and other sponsors and also between ATC10K and sponsors.
One of ATC10K’s multi-year sponsors is a running sock brand, Feetures, which has assumed naming over a key program within ATC10K’s events lineup: the Feetures First Timers Club. It is often promoted not only through ATC10K’s owned channels, including email and social media, but also through earned media in local newspapers, newsletters and TV station appearances.
“Feetures’ partnership with Around the Crown 10K demonstrates our commitment to our hometown running community and to supporting runners and other athletes in their pursuit of healthy, active lifestyles,” says Joe Gaither, Feetures chief marketing officer. “We like to say that people are meant to move – regardless of age, background, experience or ability – and ATC10K helps us bring that mission to life by being one of the most inclusive races in the region.”
Its Feetures First Timers Club, which celebrates those competing in their first ever race, is an example of this synergy. “There’s something special about meeting people at their passion points and ATC10K helps us stay not only top of mind with its runners, but on their feet as well,” Gaither adds.
Some advice from ATC10K event organizers to other event organizers who wish to grow their sponsorship portfolio:
• Consider presenting various sponsorship levels for single-year and multi-year partnerships: cash, product or a mix of both.
• Ask current sponsors for referrals of like-minded brands that would be a good fit and mirror your event’s mission and vision.
• When meeting with potential sponsors, let them know you have chosen them to come on the journey with you because of the natural fit between the two entities.
• Consider your deliverables that you can present to potential sponsors such as number of referral traffic to your website, emails sent by race to participants with sponsors’ logos, race press hits and number of attendees at the race expo and other pre-race events. n
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Seeking to provide important insight into the behaviors and mindsets of event participants, every year the Running USA Global Runner Survey helps empower growth for event producers, brands, charities, vendors and other companies doing business in the running space.
The recently released 2023 edition, comprised of more than 10,000 responses – 95 percent of which were from runners and event participants in North America – once again gauged factors such as behavior around event participation, the mindset around why people choose to participate in events, spending and fundraising habits, recommendations around diversity, equity, inclusion and belonging in the running community and brand and technology usage among runners.
“This report is an in-depth look at the mindset and behaviors of the running and walking community, with input from over 10,000 respondents,” says Leah Etling, marketing director at Running USA. “This is your chance to find out what they’re thinking and feeling about events and brands.”
Among the Top Takeaways:
• Runners are interested in increasing their participation in traditional 5K, 10K and half marathon road races up to as much as 30 percent over the next year. Events should be prepared to handle increased field sizes and attract runners who may
be seeking new opportunities.
• Leading drivers of selection were event location, race distance and course desirability.
• The majority of runners are willing to travel much farther from home for a full or half marathon, compared to a 5K.
• When selecting events, respondents
To find more insight and data at the download the report: https://www.runningusa.org/ product/2023-race-trends-globalrunner-survey/
favored those that provide swag and that had reduced entry fees.
• Instead of a T-shirt, popular participant gift alternatives included long-sleeve shirts, tank tops and sweatshirts.
• Charity fundraising is popular with event participants, but the majority of those who fundraise collect less than $500 for the charity or cause.
• 62 percent of respondents plan to increase and 33 percent plan to maintain the number of events they will participate in over the next year. Only five percent plan to decrease participation.
• Of this subset, the main reasons why
they plan to decrease were due to interest/ motivation (21 percent), availability of events (15 percent) and other time commitments (14 percent).
• The least popular future event will be virtual events, as 19 percent of participants
plan to decrease the number of virtual events in the next year, while 28 percent were still unsure. Eighty percent of participants did not participate in virtual events this past year.
• The most popular future events will
be half marathons, while with shorter race distances 30 percent plan to increase participation and 50 percent plan to participate the same amount as the previous year. Future efforts should be placed in increasing the availability of these event distances.
• Most runners and walkers participated in one mile, two mile or 5K (16 percent), and four mile, 8K, 5 mile or 10K distances (31 percent).
• While most respondents competed in in-person events (80 percent), some respondents are still participating in virtual events, primarily for shorter event distances. Twenty percent of respondents are still participating in virtual events, down from 49 percent in 2022.
In lieu of a T-shirt, respondents would like to see long sleeve shirts, tank tops, sweatshirts or hats for swag. These alternatives should be considered for future swag options. n
Life Time provides insight into how even local races can distinguish themselves from the crowd. /
By Danny SmithFrom the community 5K to some of the nation’s largest road and trail races, the competition for participants is heavier than ever, especially as the nation’s racing scene continues climbing its way back from pandemic-era doldrums. That reality doesn’t escape Mike Melley, VP–event operations at Life Time.
While certain ingredients remain table stakes in today’s racing environment – a well-constructed course, accurate results, stocked aid stations, ample volunteers and a seamless packet pickup experience among them – Melley understands the need for more and his team has worked to add extra spice to Life Time’s events.
“We want to stand out and give people a different experience,” Melley says. “We want to take a core product and elevate it one more step.”
At massive Life Time-owned events such as the 20,000-plus runner Miami Marathon & Half and the Chicago Half as well as iconic races like the Leadville 100, Life Time continues experimenting with different ways to create something more festive and enticing, more engaging and appealing for athletes and sponsors alike. While the efforts are helping Life Time capture results, the company’s events also provide smaller events, including those hosted by running stores across the U.S., an intriguing playbook to study.
Go beyond the blasé packet pickup.
Some might describe the traditional race expo as part packet pickup and part fitness-oriented flea market. Life Time, however, is challenging that paradigm at some of its events. Its “pre-race party” for the Chicago Half in late September, for instance, took place at North America’s largest indoor-outdoor heliport and featured live music, food trucks and photo opportunities
Life
alongside sweeping views of the Chicago skyline.
Making it local: While renting out a heliport is unlikely to make sense for a 500-person community 5K, local races can still create a more distinctive and dynamic packet pickup event to elevate participants’ experience. Consider adding food, drink, live music or yard games. Or a photo booth. Or a panel discussion about running after 50. Or an exciting video tour of the course. Or posters featuring factoids and stories about landmarks along the course route. Cook up ways to educate, entertain and engage participants.
Involve sponsors in more dynamic ways.
The competition race organizers face isn’t only for participants; it’s also for sponsors who want to capture some ROI for their investment. For Life Time, it’s sparked some interesting sponsor activations.
At the 2023 Life Time Miami Marathon & Half, clothing brand Ten Thousand created the “Run Strong” zone at the 10K mark. There, Ten Thousand encouraged runners to drop and give them push-ups and burpees before donating $1 to the Life Time Foundation for each rep counted. The setup
gave Ten Thousand some added buzz, enlivened the course and generated positive vibes all around.
Melley says other sponsors have stepped up to host water stations, which saves event management time, resources and manpower. Others have created spots on the course featuring branded arches, live music or giveaways.
Making it local: Running stores and race directors might explore creative ideas that resonate with participants and heighten sponsors’ visibility. Maybe the sponsoring bakery provides a custom cookie at
the finish line in lieu of – or in addition to – a finisher’s medal. Or the local boxing gym performs live demos and plays music from “Rocky” a mile from the finish line. Or the race spotlights a different local charity at each mile mark with custom designed signage and other themed activations.
Broadcast the race.
Life Time has used Instagram Reels to provide live look-ins at races like the Leadville 100 as well as footage shot from a helicopter to share post-race summaries on YouTube.
Melley says athletes and spectators alike hold high expectations for coverage, specifically live coverage, which demands equipment, money and talent. However, the payoff for broadcasting a race, even on social media, can be worth it.
“If you do it and do it well, the number of impressions and feedback you can get back is pretty amazing,” Melley says, adding that video can ignite “a bit of FOMO” (fear of missing out). “There might be someone who never thought of running 100 miles who sees it and now says, ‘Huh? Maybe?’”
Making it local: Broadcasting the race or sharing a lively summary video on social media can attract eyeballs and attention, potentially spurring a race’s profile and participation numbers.
Consider creating videos –either live or edited – featuring interviews with race winners, the race director, volunteers or other participants displaying some energy and flair. Offering more coverage, a unique perspective or live commentary on how the race is unfolding can generate interest that sticks. n
Inspired by the city full of crossroads and intersections with people from different cultures and backgrounds, combined with the brand’s position at the intersection of sport and culture, the New Balance official 2023 TCS New York City Marathon Collection includes footwear and apparel that encapsulates New York City at its core — most notably in the Impact Luminous styles and the TCS New York City Marathon Run Singlets.
“At this year’s 2023 TCS New York City Marathon, we are excited to tie in New Balance’s position between sport and culture,” explains Tom Carleo, New Balance VP–performance running. “We always ensure some of our most advanced products are a part of this collection to serve the global running community who come from all over the world to run the marathon.
“This year, we are excited to include our Luminous assortment in the apparel collection and custom colorways of our most advanced super shoe, the FuelCell Super Comp Elite v3 and the debut of the Fresh Foam 1080v13,” he adds. “This collection is aimed to help all runners feel, perform and look their best at the marathon this year.”
“The TCS New York City Marathon Collection is one of my favorite projects to work on each year. It’s an honor to outfit runners from over 140 countries for the largest global running event,” adds Katherine Tamsett, New Balance senior apparel product manager. “We wanted to
combine the latest styles and designs with New Balance’s best technology, with the goal of allowing runners to achieve peak performance and run their own way.”
Among the collection’s highlights:
• The Impact Luminous pieces feature next-to-skin technology with Woven Reflective fabric designed to catch the light for a stealthy and stylish take on marathon apparel. The collection shares the same materials as the core New Balance Impact product, which provides similar overall design aesthetic, tech and function. The reflective woven material is created using dope dyeing methods that reduces water consumption by 80 percent per yard compared to traditional dyeing methods.
• The Luminous assortment includes a new Impact Run Packable Vest, Impact Run
Heat Jacket made with a fill for lightweight warmth wind-resistant Wind Defy technology, all featuring the iconic, reflective TCS New York City Marathon badge.
• The Luminous collection also features the signature Marathon Windcheater jacket in new marathon colorways. These pieces vary in suggested retail prices of $25 to $200.
• In addition to apparel, this year’s collection also features a 2023 TCS New York City Marathon limited-edition colorway of the FuelCell SuperComp Elite v3. This year’s colorway brings a boost of energy using neon and white for a clean, electric style to give runners extra motivation to race this year.
The FuelCell SuperComp Elite v3 – built for race day – has been New Balance’s core marathon shoe since its launch at the 2022 TCS New York City Marathon. Combining a two-layer FuelCell midsole with Energy Arc technology and a specifically engineered knit upper allows runners to feel secure and ready for race day. It has an MSRP of $245.
On Oct. 13, the 2023 TCS New York City Marathon colorway of the newest iteration of the FreshFoam X 1080v13 will launch in conjunction with the inline style at a suggested retail price of $180.
The 2023 TCS New York City Marathon will be Sunday, November 5. n
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In sports, the pursuit of excellence often hinges on the tiniest details — and one crucial element that can make all the difference in racing is footwear. As any runner surely knows, the fit of their running shoes can significantly impact their performance. In the competitive realm, athletes prioritize precision and efficiency, sometimes going to great lengths to ensure that every ounce of energy is channeled into their sport. This often leads to the selection of footwear that is tailored to their exact needs, providing a tight fit that maximizes power transfer.
Take downhill skiing, for instance, where competitive skiers buckle up their ski boots mere seconds before skiing down the race track, only to unbuckle them immediately after crossing the finish line. The reason behind this ritual is simple yet profound – they demand an exceptionally snug fit to optimize the transfer of energy from their bodies to their skis and slope, allowing for unparalleled control and speed.
Recreational skiers, who may spend hours on the slopes during a leisurely day out, tend to favor ski boots that offer a different kind of snugness — one that provides support and warmth, allowing them to enjoy their time on the mountain without the constant nagging sensation that they should remove their ski boots. The ability to endure long hours in ski boots without discomfort becomes a prized attribute, enabling them to fully immerse themselves in the joy of skiing, relishing each turn down the hill without a second thought about their footwear.
The same concept can certainly be applied to the differences between competitive and recreational runners.
In a recent study we explored the intriguing realm of athletic footwear preferences by comparing the expectations of competitive runners with those of recreational runners. Are their requirements worlds apart, or do they share common ground in their pursuit of footwear perfection?
By gaining insights into the preferences of these two distinct groups, we hoped to shed light on the nuances that define the relationship between athletes and their footwear, offering valuable information for both athletes, the brands they wear and
/ By Ales Jurcathe retailers who sell to them.
In our running footwear study, we sought to dig deep into the preferences of male runners, differentiating between recreational runners and competitive athletes. To provide a robust and data-driven analysis, we gathered a substantial dataset consisting of 12,783 3D foot scans from male recreational runners and 2060 scans from male competitive runners. All these runners purchased their shoes in run specialty stores, where they underwent precise foot scans using Volumental foot scanners.
It is important to note that participants declared themselves as either recreational or competitive runners when creating their customer profiles after scanning their feet. These participants were specifically chosen from among those who had purchased one of three popular running shoe models: the Brooks Adrenaline 22, Brooks Ghost 14 and Hoka Clifton 8.
Our methodology involved a comparison of foot lengths and widths between these two distinct groups for each of the three popular running shoe styles. The primary objective was to learn whether there were any significant differences in preferences regarding the fit of their running shoes. More specifically, we focused
on determining whether one group tended to prefer a snugger fit over the other, or if there were any notable variations in their choices.
The chart displayed on this page illustrates two distinct bell curves, each representing the distribution of foot lengths among two groups of runners who have purchased the Brooks Ghost 14 in size 12D. In the chart, the blue bell curve corresponds to recreational runners and it is characterized by a peak at approximately 280.4 millimeters, indicating that the most common foot length among this group falls within this range.
On the other hand, the orange bell curve represents competitive runners who have chosen the same model and size. This curve exhibits a peak at around 282 millimeters, reflecting the most prevalent foot length within this cohort.
When we analyze the difference between these two peaks, we find that it amounts to 1.6 millimeters. This disparity indicates that, for this specific
style and size of running shoe, competitive runners tend to favor a slightly snugger fit compared to their recreational counterparts. In practical terms, this means that competitive runners, on average, opt for a toe allowance that is about 1.6 millimeters shorter than recreational runners, underscoring their preference for a snugger fit.
For some of the three selected styles and sizes, the most common foot length was shorter among recreational runners, indicating their inclination towards a slightly roomier fit. Conversely, for other styles and sizes, the most common foot length was longer among recreational runners, suggesting a preference for a tighter fit.
A similar pattern was observed when considering foot widths, with recreational runners occasionally favoring narrower or wider shoe options, depending on the specific style and size.
However, when we calculated the average differences across all the various styles and sizes within our study, an intriguing revelation came to light. On average across
all the styles and sizes, the difference in foot length between recreational and competitive runners amounted to a mere 0.04 millimeters. Similarly, the average difference in foot width was just one millimeter.
A further analysis of average values separately for each of the three selected shoe styles revealed a consistent and compelling finding — regardless of the specific shoe model, recreational and competitive runners, on average, exhibited remarkably similar fit preferences.
Based on these results, sales associates are well-positioned to provide valuable guidance to runners. It’s essential to convey to customers that when transitioning from recreational running to more competitive pursuits, the choice of snugger footwear may not necessarily be advantageous.
The data from our study underscores that fit preferences between competitive and recreational runners are very similar. Therefore, sales associates should recommend that runners, as they elevate their running ambitions, continue to prioritize footwear that aligns with their unique requirements rather than focusing solely on a snug fit. This approach will contribute to their overall satisfaction and success in the world of competitive running. n
Ales Jurca is the VP –footwear research at Volumental, a fitting technology company that has collected more than 45 million foot scans across 50-plus countries. www.volumental.com
Sales associates should recommend that runners, as they elevate their running ambitions, continue to prioritize footwear that aligns with their unique requirements rather than focusing solely on a snug fit.
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With the release of its first low-drop shoe, the AltraFWD Experience, Altra unlocks new opportunities.
/ By Danny SmithAltra, the brand that coined the term “zerodrop footwear,” is no longer exclusively in the zero-drop game.
After a dozen years of methodically and successfully building its name with zero-drop footwear as a foundational pillar, Altra is adding different offsets into its running shoe lineup to continue upping its presence in the running marketplace.
The adventure begins this month with the launch of the AltraFWD Experience, the Denver-based brand’s first “lowdrop” running shoe. The $140 road model features rocker-shape geometry, a sleek, engineered mesh upper and, most notably, a 4mm offset. It’s the brand’s first step in an ambitious and natural progression to capture more market share.
“We’re on a mission and we’re going to grow and expand who can enjoy our footwear,” Altra co-founder Brian Beckstead says.
Beckstead calls the introduction of low-drop footwear a decadelong project.
Within a year of releasing its first shoe in 2011, Beckstead says Altra began fielding inquiries from people intrigued by the brand’s wide toe boxes – another foundational pillar of the brand –yet wary of a zero-drop shoe. The inquiries only accelerated as the brand’s reputation in run specialty climbed.
Careful not to overreact or rush any solution to market, Altra experimented with numerous
low-drop prototypes over the years, including options with transition insoles featuring wedges. But nothing was as dialed in as it needed to be, Beckstead says.
While VF Corporation’s acquisition of Altra in 2018 followed by Altra’s relocation from Utah to Denver sidelined the development of
low-drop footwear for a moment, the brand never abandoned its interest in moving beyond zerodrop shoes.
“Ultimately, the consumer drives the experience and we heard [about low-drop footwear] so much, we knew we had to move,” Beckstead says.
Over recent years, Altra’s increasing headway in the running marketplace and corporate stability intensified brand leadership’s focus on low-drop models. Where some saw a divergence from Altra’s core principles, Altra leaders saw opportunity and “a natural evolution.”
Though offering a different feel than other Altra models with its rocker geometry and 4mm offset, the AltraFWD Experience still carries the wide toe box of Altra’s Standard FootShape fit. It’s both familiar and distinctive, something unapologetically Altra and something unquestionably fresh.
“We felt there was space in the industry for our FootShape offerings and minimal drop,” Beckstead says. “It made sense for us to expand our offerings.”
The AltraFWD Experience doesn’t mark the culmination of a journey. Rather, it’s the
beginning of a new day for Altra, which has plans to aggressively market zero to low-drop performance running shoes.
While zero-drop footwear will remain central to Altra’s offerings and the brand “wants to continue owning zero drop,” Beckstead says low-drop options will grow and expand beyond the AltraFWD Experience. It is a way for Altra to broaden its clientele and invite trials of its footwear.
“The AltraFWD Experience doesn’t take away from any
existing option in our catalog. It’s an addition,” Beckstead assures.
And with the introduction of its first low-drop model, Altra is ushering in something else: a change in how the brand presents its footwear to consumers.
Historically, Beckstead says, conversation about running footwear has been limited. Pronation or neutral? Minimal or maximal? There’s been little talk about how a runner experiences a particular shoe.
“The feeling we get as we run,” Beckstead explains.
In an effort to move the dialogue away from industry
terminology and embrace designations more palatable to consumers, Altra is recategorizing its footwear into one of four buckets:
• Feel: Minimal, low-cushioned models such as the Lone Peak and Escalante that enable runners to feel the ground underneath them.
• Float: Higher-stack models such as the Torin and Timp that cushion every step.
• Forward: More rocker-styled footwear offering a propulsive feel, beginning with the AltraFWD Experience and with additional models to come.
• Fast: A self-evident category
Altra strengthens its road cred with sponsorship of Marine Corps Marathon.
In July, Altra signed on as the official footwear partner of the Marine Corps Marathon (MCM), one of the nation’s largest road races and most celebrated marathons.
Known as “The People’s Marathon” for its focus on everyday runners, including military veterans and first responders, the MCM course winds through Arlington, VA, and Washington, D.C. It passes significant landmarks such as Arlington National Cemetery, the Jefferson Memorial, the Pentagon and the Washington Monument.
For Altra, the opportunity to sponsor the iconic race proved too compelling to bypass. Altra co-founder Brian Beckstead says the MCM fits in line with the brand’s core belief systems,
headlined by speed-oriented models like the Vanish Carbon and Escalante Racer.
“Ultimately, the modern consumer is most interested in how a shoe feels,” Beckstead says. “We want to connect with running consumers on a more personal level rather than hitting them with tech.”
It’s an undeniable shift for Altra, but also a sign of the brand’s continued evolution and emerging place in the running world.
“We’re excited and bullish and believe the best is yet to come for Altra,” Beckstead says. n
enables Altra to support its veteran athletes and gives the Denver-based company a prominent presence at a major East Coast marathon.
“It checks a ton of boxes for us and allows us to continue putting our flag in the ground as a major player in road running,” Beckstead says. “Though we got our start as a niche trail brand, we’ve come to own significant share in road running and intend to grow more.”
The sold-out 48th edition of the MCM takes place on October 29. The race will feature more than 23,000 participants representing all 50 states and more than five dozen countries.
USADA tested race participants for doping at 2023 Golden Trail National Series.
In a significant move at a major U.S. race that combined education with drug testing, the United States Anti-Doping Agency (USADA), in partnership with Salomon NA and the Golden Trail National Series, conducted pre-race anti-doping education and in-competition testing at the Pikes Peak Ascent and Mammoth Trail Fest last month.
Under the agreement, the USADA delivered a pre-race education webinar for all athletes competing in the Mammoth Trail Fest in Mammoth Lakes, CA, and the Pikes
Peak Ascent. Additionally, trail running athletes competing in the races were subject to urine testing during the in-competition period conducted in accordance with the World Anti-Doping Agency’s (WADA) International Standard for Testing and Investigations.
“Trail running athletes have been calling for robust anti-doping protocols in their sport for years and we are honored to stand with them in the effort,” explains USADA CEO Travis Tygart. “This partnership with the Golden Trail National Series is a great step
in the right direction and we hope to see more progress in the future with additional education, increased in-competition testing and the potential addition of out-of-competition testing.”
“At Mammoth Trail Fest, we believe in respect to the environment, competitive sport and our community; there is no place for shortcuts or compromised ethics,” shares Mammoth Trail Fest race director Tim Tollefson. “We remain committed to clean sport through advocacy and education. We are delighted that we now offer legitimate gold standard race-day testing at both races through USADA.”
“The Golden Trail Series brings an elevated level of competition to the Pikes Peak Ascent and with this level of competition, we want to advocate for clean sport and enhance the
future of trail running,” adds Ryan Linder, Pikes Peak Marathon race director. “Overall, the Pikes Peak Marathon is thrilled to collaborate with Salomon and Mammoth Trail Fest to make this partnership with USADA possible.”
Results management was conducted by USADA and handled according to the WADA International Standard for Results Management. The USADA publishes any sanctions on its website after the conclusion of the results management process. Race organizers withhold prize money until the agency processes its results. n
“Trail running athletes have been calling for robust anti-doping protocols in their sport for years and we are honored to stand with them in the effort.”
USADA CEO
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Talk about taking motherhood in stride! This summer, distance runner Neely Spence Gracey, along with her two-year-old son, set the Stroller Mile World Record. Yes, there is such a thing and it is quite an accomplishment in itself. But making the record even more impressive, the Boulder, CO, resident accomplished this feat at elevation.
Currently training for the U.S. Olympic Team Trials in the marathon, Gracey has represented Team USA five times, including at the IAAF World Cross Country Championships and the Pan American Games. In college, she was an eight-time NCAA DII National Champion. Gracey is the founder of Get Running Coaching and co-authored “Breakthrough Women’s Running: Dream Big and Train Smart.”
With all those accomplishments and background, Running Insight welcomed the chance to learn more about Gracey, her new world record and her love of running.
You shattered the Stroller Mile World Record by more than 30 seconds, coming in at five minutes, 24 seconds, while pushing one of your two sons. Can you share why you decided to go for this record?
There were two key motives for me. First, I’ve been doing the mother runner thing for the past five years and I quickly learned that one of the ways to ensure the miles get done is to stroller run. I’ve put in hundreds of miles with my boys and it’s a special way for us to spend more time together. So it was truly amazing to combine my worlds as a competitive athlete and a mom with the stroller mile world record attempt.
What’s the second reason?
The other reason was to get the word out to other parents that hey, just a reminder, your fitness goals don’t have to end once you have kids. In fact, having a child is a great impetus
to be all the more focused on prioritizing health and personal victories.
What do you look for when selecting a stroller?
I broke the record using the Guava Family Roam Stroller. This is my favorite running stroller because it has airless tires, so I never have to worry about getting a flat. It folds up 30 percent smaller than its competitors and we travel a lot, so that is key. I also really like how it easily switches back and forth from swivel (stroll mode) to lock (run mode) which allows it to be more versatile for our family’s active, on-the-go lifestyle.
Our readers may not know that you come from a renowned family of runners. Your father, Steve Spence, won a bronze medal in the 1991 World Championship
Marathon, and finished in the top 20 at the Boston Marathon on the day you were born! (Side note: Gracey was the first American female to cross the line in Boston in 2016.) Can you talk about what it was like growing up in a running family and the role running plays in your family’s life now?
I love the story of the day I was born…it never gets old. But now that I am a parent, let me tell you, I would be so mad if my husband missed the birth of one of our kids.
Understood. How did that come about?
I do feel bad about that for my parents. It was just a different world without cell phones and my dad had no idea what was going on.
And with that running start, did running continue to be a part of your growing up?
One of my favorite things about my childhood was how normal it was for us as kids to have our parents running and focusing on their health and fitness. All my siblings run and are fit and active as a result. This is something my husband and I have emulated for our boys. We start each day off with runs and I run the kids to school in the stroller to start their day. We love the together time.
You recently signed a sponsorship deal with Jambar, a new organic energy bar created by Jennifer Maxwell, who co-founded the original PowerBar back in the 1980s. Can you tell us more about this partnership, and fill us in on your nutritional philosophy in general?
It feels so authentic for me to work with Jenny and her new brand Jambar. We are both busy mother runners and I love having healthy and easy snacks to fuel my running and parenting activities. I also love that each flavor is so
unique, but my personal favorite is the Chocolate Cha Cha.
And what is your nutritional strategy?
My approach to nutrition is seeking whole foods, reducing added sugars when possible, and leaning into organic and free range/grass fed options when possible. We have no
allergies in the family so nothing is off the table, but we always have healthy staples on hand and appreciate when they’re easy, like Jambar.
Runners can be notoriously superstitious when it comes to race day, reading into their bib number or swearing by lucky socks. Do you have any
Neely Spence Gracey shares her favorite gear…
Shoes: Adizero Pro 3
Socks: Lululemon Macro Pillow Crew Length
Tights: Adidas DailyRun 7/8 tights
Jacket: I hate running in jackets, which is a problem because it’s winter six months of the year in Colorado! My favorite summer sports bra is the Adidas Pocket Bra so I can just pop my phone in and not have to carry it.
Hydration system: Salomon Active Skin 4 vest
Energy bar: Jambar Chocolate Cha Cha
Watch: Garmin 265
Sunscreen: Fre. I love all their products because they’re designed for active women!
Favorite workout toy: MOBO board for single leg stability work
pre-race rituals or good luck charms?
I personally was so superstitious in high school! I had special socks, underwear, hairstyles, exactly what I ate the day before and the day of races. Honestly, I don’t have time for that any more. I do like to get a massage race week, page through my training log and see the work I’ve put in to instill confidence and if I have time, I get my nails done. But on race day, my goal is to just remember the basic essentials. It feels good to be way less obsessive about it all.
You’ve qualified for your fourth U.S. Olympic Team Trials in the marathon, which takes place in February. Can you talk about what training has looked like at different times in your life for this?
I am so excited about this incredible opportunity and proud of myself for being at this point. I qualified for the 5K trials in 2012 and the marathon in 2016, 2020 and now 2024. I’ll be the first to admit that while this streak is impressive, my ability to show up on race day has been subpar.
So how are you approaching this race?
I am feeling so much more confident this time around because I’ve had the most consistent and healthy training. I have running in a place of balance in my life amidst everything else I am doing. Previously, running was everything and I was all in. I learned the hard way that this approach doesn’t work for me. I need to be a lady with many hats and not overly focused in just one area. So here’s to a fun and joyful marathon cycle doing one of the many things I love to do! n
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An excerpt from Tina Muir’s new book, ‘Becoming a Sustainable Runner,’ focuses on sustainable events.
Must-reading for anyone in the running business – or anyone who loves running – the recently published “Becoming a Sustainable Runner,” written by Tina Muir along with co-author Zoë Rom, is not just another running guide on developing the physical attributes to run faster or longer.
What it does is help anyone achieve is a newfound purpose that merges their passion for running with their concern for their health, community and the environment. It weaves together concepts of internal and external sustainability in a way that will help readers run, think and act in a way that is in line with their values.
Becoming a Sustainable Runner essentially is a practical guide for runners of all abilities and backgrounds who want to take meaningful action to protect the planet through their love of the sport. Weaving together personal stories, research and expert input, Tina and Zoë illustrate how every runner can better support their own endurance journey and how they can extend those lessons into meaningful environmental action.
Here in this Racing Issue of Running Insight we excerpt a chapter of particular interest to run specialty retailers and event directors: “Encourage Sustainable Events.”
THERE IS ENOUGH TO think about (or should we say obsess about?) on race day without adding climate concerns or the sustainability
rating we would give our local event. We already have too much going on in our brains. In those final few hours before a race, time slows down. The mind is overrun with potential disaster situations that could derail our race. We know there is nothing we can do to control most outside factors (no matter how many times we check the weather!), but as adrenaline rushes through our body and our senses are on high alert, our brain is on the lookout for danger. Remote problems like the effects of climate change feel distant and unimportant in that moment. An issue like climate change is
big and complicated; therefore, the solutions are going to be big and complicated too. That said, there are several things that we can do to make a big impact.
The simplest way to start is by eliminating the unnecessary. Just because we like medals, shirts or single-use bottles after a race does not mean that we should keep taking them, race after race, year after year. Now is the time to examine what we are consuming before, during and after a race and consider how it could be done differently. Race directors can work on assessing each element of putting on a race to ask, “Is this integral to the success of the event? Does this item generate waste? Is there a more sustainable option?”
As races work to reduce their carbon emissions, precycling needs to be an important step to make it easier on race-day staff and volunteers, runners and, of course, our home. Republic Services, a waste and recycling service, says, “Precycling is about reducing your impact on what goes into the waste stream by purchasing and using items that are unpackaged, reusable or recycled. It has also been referred to as a low-waste lifestyle” (Republic Services 2020). This means as individuals we should bring our own fueling and conveniences to races and say, “No thank you, I don’t need it,” to the swag and single-use products.
Having multiple recycling bins
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clearly marked in easy-toreach places for runners and volunteers on race day is a must. If food is available (runners love bananas!), having a place to compost leftover food waste can have a bigger impact than we might think.
In 2021, the Environmental Protection Agency (EPA) reported that 35 percent of the U.S. food supply is wasted every year, enough calories to feed more than 150 million people annually. The report also noted that “globally, food loss and waste represent eight percent of anthropogenic greenhouse gas emissions,” a number that can be reduced with composting (Jaglo, Kenny, and Stephenson 2021).
Composting can turn race-day food waste into soil that helps grow plants and flowers in our towns and cities. Connecting with a company that collects food surplus before race day can provide a meaningful way for races to support the local community. Working with Food Rescue US, UKHarvest food rescue and other similar charities ensures leftover bananas and other food items are transported to social service agencies serving the food insecure. This reduces food waste, a key contributor to global emissions.
For race events, diverting as much waste material away from landfills as possible is a priority. Chicago Event Management (CEM) has ensured that all their
events, including the Chicago Marathon, use cups made from bamboo that break down in commercial compost. They separate their plastic water bottles to be upcycled into apparel like the T-shirts that they give out, which are made from 100 percent post-consumer recycled materials.
In addition to reducing waste, using recycled polyester reduces carbon emissions by up to 30 percent compared to virgin (new) polyester. CEM also participates in the Blankets
to Boards program through Heatsheets. The recyclable, lightweight blankets are given out at the finish and after runners hand them in to designated zero-waste stations, they are combined with sawdust and turned into park benches that are eventually donated to neighborhoods along the marathon route.
While we understand the allure and sentimental value that swag items can provide to participants, offering the option of opting out for a lower registration fee or
donating to a nonprofit is a must moving forward. Reaching out to the local race director to ask for this option can result in change.
Suggesting that race directors consider Trees
Not Tees is a way to take this one step further. Trees
Not Tees is a fantastic company that plants a tree for every registrant who opts out of a T-shirt at associated races. Adding an opt-out for participants during race registration can mean trees planted in the parks and neighborhoods your race traverses through.
As we move into the next era of racing, we need to consider how to safely reuse, upcycle or dispose of our race bibs. The overwhelming majority of race bibs are immediately thrown in the trash after use (likely along with their pins). Most bibs are made of Tyvek, a plastic known for its durability and resistance to breakdown — great for sweaty runners during races but not so great for the environment or the landfill it lives in for hundreds of years. Tyvek is not currently widely recycled, but there have been pushes to change this.
When it comes to pins, remembering to bring your own pins is another simple step to reduce your consumption.
Elitefeats has changed the game of race timing, scoring, online registration and event marketing by mailing race bibs directly to participants (with the
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Beyond the environmental viewpoint on sustainability, for races to survive and thrive in the years to come they need to be welcoming to everyone who runs or is running-curious. There are runners who do not feel that the current racing scene is a safe space for them — and for good reason.
and racing environments that openly welcome and embrace runners from all backgrounds, identities and abilities. Many people turn to running to escape, if only for a short time, the rest of their lives. Every person should have access to running.”
bib as the envelope itself). By doing this, they reduce the footprint associated with participants driving to pick up their bib and a significant amount of paper for the race directors to have printed for volunteers. Going paperless, especially in 2023 and beyond, is a realistic expectation.
Advancing beyond these early steps could mean providing virtual goodie bags instead of physical ones, or at least offering useful reusable items or swag from previous years over brandnew single-use options. Most of the items provided in plastic bags from race finish lines are thrown away or lost. Instead, provide virtual coupons, discount codes, and other runner-related freebies for later use.
While the running community is seen by some as welcoming, we have work to do. Bringing in runners from all backgrounds and experiences, rather than appealing to a small subset of the population, not only helps race organizers broaden their worldview, but will also create better events. Races where runners feel comfortable to be themselves means runners who come back year after year, bringing more friends each time.
Chris Mosier, activist and founder of the website TransAthlete, believes in the power of inclusivity to change the world and he advocates for equity for all groups, especially trans people: “Running is universal. It doesn’t matter your age, race, gender identity, hometown, or faith — we can bring communities together through running. People come to running to be a part of a group of like-minded folks — after all, they could do it alone, but they are choosing to sign up for your event. We must create training
How does a race director know if their event is considered welcoming? According to Mosier, “Race directors and training group leaders can know if they are doing a good job by looking around first: Does everyone at your event look the same? What does your leadership team look like? While we can’t know each part of every person’s identity, we can make efforts to openly include all runners, both in running our races and in the teams that put those races on.”
Think about previous racing events you have been to, or look around at your next local race. Who isn’t showing up? We need to be able to identify who might constitute an underrepresented and underserved population in our community before we can begin the work to include them.
This means considering what barriers might be preventing them from participating. It could be language, the absence of categories that speak to runners’ gender identity or disability, lack of equipment or gear, the expense of registration fees, lack
of transportation or public transportation to get to the race and, last but not least, safety and feelings of acceptance.
It is difficult to determine which factors are preventing inclusion, especially if many come into play, but adding a Runner Requests section on event registration pages may offer more insight. Including diverse images in promotional materials makes runners feel that their feedback will be welcomed, but this is not just a box to check that will make runners feel welcome on its own. As visually impaired and blind runners rely on guides to support them during races, free entry for guides and ease of sign-up are small but important steps to making the community feel that their participation matters. n
MORE ON ‘BECOMING A SUSTAINABLE RUNNER’ AND TO PURCHASE: BECOMINGASUSTAINABLERUNNER.COM
We know there is nothing we can do to control most outside factors, but as adrenaline rushes through our body and our senses are on high alert, our brain is on the lookout for danger. Remote problems like the effects of climate change feel distant and unimportant in that moment.
Composting can turn race-day food waste into soil that helps grow plants and flowers in our towns and cities. Connecting with a company that collects food surplus before race day can provide a meaningful way for races to support the local community.
In a very relatively short time Phil Dumontet has grown Boulderthon into one of the top marathons in the country.
Phil Dumontet has had quite an impact on the running scene. Alongside his wife and business partner, Alexa Squillaro, he built Whole Sol Blend Bar into the fastest-growing small company in the Denver Metro area, according to the Denver Business Journal’s Fast 50. After selling his business he continued his entrepreneurial journey and founded Boulderthon and is also the creator of the nonprofit organization behind Boulderthon, Boulder’s first and only signature marathon with a Downtown Finish, drawing nearly 4000 runners from all 50 states and 15 countries. The race sold out and became Colorado’s largest fall race series in its second year. In 2023, Boulderthon was named one of the Top 5 Best Half Marathons in the United States by Active.
Some of Phil’s notable accomplishments include:
• Named to Forbes 30 Under 30
• Boulder Valley 40 Under 40
• 13-Time Marathoner Ranking Top 20 in Age Group, PR 2:55
• Contributor to The Washington Post, Entrepreneur Magazine, Business Insider, Fast Company and Inc. Magazine.
Phil currently lives in Longmont, CO, with his wife Alexa, and is a new and proud father to Dante Philip Dumontet. In his free time, Phil loves to run, bike, hike and ski. And now he answers a few business and running questions from Running Insight.
Tell our readers about your journey as a runner.
I’ve been a runner since I was 11 years old, when I completed my first official New York Road Runners XC race at Van Cortlandt Park. Running was always my go-to, year-round sport, participating in XC, indoor and outdoor track throughout
middle school and high school. I went to Christian Brothers Academy in Lincroft, NJ, which was a school known for its top 10 nationally ranked running program. I went to Boston College for the academics and experience; I did not run competitively, but ran my first marathon when I was a senior there (Boston Marathon of course). From there, I caught the running bug. I have been fortunate enough to participate in 15 marathons around the world, including the Six World Marathon Majors, with a PR of 2:55.
How has running contributed to your life outside of fitness?
Running has given me the confidence to embrace and overcome challenges in all aspects of my life. There is no greater
achievement than setting a goal, working tirelessly towards it for four months in a training plan and then nailing it. Running makes me feel most alive and it always reminds me that we are so much stronger and more capable than we think. Just as a 2:55 marathon seemed nearly impossible to me when I started running (my first marathon was 4:15), when you dedicate yourself to a goal and put the work in, running proves anything is possible.
What about your journey as a business owner and how it led to the founding of Boulderthon?
I started Dashed out of Boston College on my bike, in partnership with my brother. This was a food delivery company – offering delivery for restaurants that didn’t offer delivery – before DoorDash & UberEats existed. I did all the deliveries on my Trek bike at first, taking pride that I was doing it faster than anyone else. My entire company was oriented around speed, including manager KPIs and drivers’ bonuses and incentives. I sold Dashed to Grubhub in 2017 and moved out to Boulder to start Whole Sol Blend Bar, with my wife, Alexa.
That’s quite a move. What happened next?
We were familiar with the restaurant space from Dashed and saw an opportunity in the Denver/Boulder market. For such a health-conscious market, there weren’t many healthy, fast-casual juice/smoothie bar options. I knew that Denver/Boulder would be the perfect market for a proof of concept and location density was important to me for our marketing to lift all stores. I set an ambitious goal of five restaurants within three years. We currently operate six Whole Sol’s on the Front Range and have begun the franchising process. The
menu is what we eat at home — nutrition-packed, delicious, simple, clean foods.
And how did racing help that transition?
My favorite way to get to know a new city is to run a race there. When we first moved to Boulder, I immediately signed up for BolderBoulder — I love that race series and run it every year. But I couldn’t find a signature marathon. I quickly found out why — many have tried and it seemed that all have failed or given up. I was in it for the longterm from Day One and wasn’t doing it for financial reasons. It came from a place of passion, of ‘let’s bring an amazing marathon experience to the City of Boulder,’ no matter how long it takes to launch.
So how did it all take shape?
I remember organizing my nonprofit for Boulderthon as early as 2017 and started applying for permits in 2018. I did this all in parallel as my wife and built and grew Whole Sol. Eventually, I was able to acquire an existing race, Boulder Backroads, which was a well-respected 19-year-old race with about 400 runners. This was the turning point as once I was able to acquire that race, I had an event date secured. Then, the challenge became revamping the course and bringing it Downtown. This was the birth of Boulderthon.
What were key factors in building Boulderthon to the size it is at such a fast pace? Two factors were our incredible location and marketing, my passion and strength. First and foremost, location – Boulder – is the number one draw. I
can have the best marketing in the world, but if no one wants to visit Boulder, my marketing is pointless. Vice versa, I can have Boulderthon as the Boulder Marathon, but if no one knows that Boulder has a new signature marathon series, how will anyone sign up? Both are necessary.
What’s so special about Boulder?
Boulder has an outstanding reputation as one of the great running meccas, for recreational runners and Olympians alike. It’s an outdoor playground with 300 days of sunshine and endless recreation, dining, shopping and entertainment. I couldn’t believe that for such a running town there was no signature downtown marathon. It sounds obvious now, but when I arrived here in 2017 there was only the Backroads Race that I acquired and trail races in the endurance
space. I made it my mission to start the first Downtown Boulder Marathon, to bring a worldclass marathon to the streets of Boulder. It took three-plus years to get the race approved, but I knew it would be worth the wait.
How did it go initially?
Fast forward to our first edition in 2021 and that’s where our marketing kicks in. No one knew what Boulderthon was or that Boulder now had a marathon. Effective marketing became key to promote awareness and engage runners. Today, we have a powerful combo of creative, effective marketing to inform runners of our exciting new race series, while putting the stunning backdrop of Boulder at foothills of the Rockies front and center. This year, we’re on track to grow up to 7000 runners, from 1600 runners only three years ago.
What are important steps you take when bringing on sponsors and partners for Boulderthon?
The sponsor and partner recruitment process begins very simply with brands that we respect, use or align with. I look around me — what shoes am I running in, what clothes do I wear, what do I eat, drink, where do I go, what products and services do I use on a daily basis? Once we have that curated list, we begin our outreach and think creatively, about how to make the partnership authentic and provide value to our runners.
Any more examples of that process?
When I created the concept of our Start Village for the firstever Downtown Start this year, I thought about which company would have strong connections to the restaurants on the Pearl Street Mall, at the Start, to
provide amenities to our runners in the Start Village. It quickly became clear to me that the Start Village Presented by Uber Eats was a perfect fit. Through this partnership, we’ve been able to engage locally owned and operated coffee shops to provide coffee to our runners, breakfast burritos to our VIPs, exclusive deals and discounts to all runners and a Restaurant Guide for our visitors.
What are some of your other marketing tactics?
I take a ‘Be Everywhere’ approach. No channel alone is effective enough to solely invest in, but investing in the top five, for example, leads to a fantastic synergy among all five. None of them are groundbreaking — the secret is in the details and deployment. We love digital ads, influencer
partnerships, podcasts, in-person activations and events and print.
Any advice to other retailers, race directors or leaders within the endurance space? Know thy runner! Runners race for the experience and memories. The better the experience, the more likely they are to return. The more amazing memories you can create, the higher-rated your race will be. It all comes down to the experience. Ask yourself, ‘What do you want runners to walk away remembering?’
How do you tell if it’s working? We found that our renewal/reregistration rate each year has been extremely high, which is our customer base telling us, job well done. I view it as our approval rating.
Any more advice?
If you are just starting out organizing an event, ask yourself, ‘Why would a runner want to run your race?’ Come from an authentic place. There are so many amazing races out there, so it’s important to know your ‘why’ like the back of your hand. For us, we know that the number one reason runners run Boulderthon is that we offer a top-tier race experience with big-city marathon amenities, with the charm and stunning background of experiencing the city of Boulder. We double down on this in all our marketing. What is your theme? Why do runners register? Once you know that, double down and make sure all your marketing reflects. Build a premier runner experience that keeps runners coming back.
And a focus on the basics, of course.
Put first things first. Don’t forget those basics — enough toilets, on-time start, awesome partners and cheer stations.
Anything else you’d like to share about your business and/or running journey?
Support your local races. I always like to say here at Boulderthon, there are three ways you can be involved: you can run, volunteer or cheer (or all three). Marathon days are my favorite days of the year. Nowhere else do you find such a diversity of inspiring stories in one day, running for so many beautiful causes. This is the main reason I started Boulderthon — to bring this marathon experience to the Boulder community. n
The Recovery category and its myriad products is proving to be very healthy for run specialty retailers as The Running Event 2023 approaches.
ALEGRIA
ODE RECOVER ME
Alegria’s Ode RecoverMe outsole is a one-piece lightweight EVA thong sandal with built-in molded arch support and a rocker outsole to promote balanced pressure distribution and is ergonomically designed to the contours of the foot.
MSRP: $60
Floyd’s Sleep Formula Gems are available in both Tart Cherry and Strawberry flavors, featuring 5mg of Liposomal CBN coupled with 25mg of its whole-plant, full Spectrum CBD goodness for a sleepy-time duo. MSRP: $49
Advice for retailers from Randi Zabriskie, Director of Marketing: “Strategically placed POP displays near checkout zones harness the power of impulse buying, turning last-minute decisions into profitable sales. By showcasing accessory items and offering sampling opportunities, retailers can captivate customers in those final moments. This method not only increases spontaneous sales, but also leaves a lasting impression, increasing the chances customers remember their purchases and come back for more.”
Pro-Tec’s RM Extreme Mini Portable Contoured Roller is a single hand portable roller that provides targeted deep tissue massage and has a contoured surface that wraps around select body parts with a handle that offers a single point myofascial release technique option. MSRP: $27.95
Advice for retailers from Jeff Rodgers, CEO: “Offering a range of recovery tools brings attention to the importance of recovery and body maintenance. A strong visual presentation/ merchandising calls out the importance of the category. Offering newer innovations is critical as run specialty stores should not be simply repeating what is found in bigger retail chains and an educated in-store team can intelligently speak about running injury recovery and body maintenance. Have product demos easily accessible — a customer that engages with a product is one step closer to buying it. A healthy runner is also a runner that is staying active, buying shoes, accessories, socks, nutrition, and this will benefit all.”
Miracle Sports Cream features a proprietary blend of 11 herbal extracts to quickly relieve pain, stop cramps in seconds and stimulate a body’s natural capacity to heal. Rather than masking pain, Miracle Sports Cream uses a combination of cooling and warming herbs to reduce inflammation and increase fresh blood flow, the two most critical factors to healing. MSRP: $12.50
The ReGreen Tiger Massage Hook is a sustainable massage tool designed to help relieve minor muscle aches, muscle knots and sore muscles. It features six ergonomically placed massage tips/pressure points to help easily massage hard-toreach muscle knots in runners’ backs and shoulders. Made from sustainably sourced wood, the Tiger Massage Hook is lightweight and collapses into two pieces to fit into carry-on bags. MSRP: $47.99
Advice for retailers from Spring Faussett, Founder: “I have seen our stores have huge success when they partner and promote their products to the physical therapist clinics within a five-mile radius of their store. PTs constantly recommend their patients/clients use myofascial release tools as part of their rehabilitation program. If a PT knows you have the product their client needs, you’ll easily win the business and the walk-in.”
The R1 Percussion Device was designed with four key elements in mind: compact and powerful, quiet operation, over seven hours of battery life and built with quality materials. The R1operates with 40W of power (50W max power), has four speed settings, four attachment heads and is packaged in aircraft-grade aluminum anodized body for durability. MSRP: $129
Advice for retailers from Matt Hensley, VP–Business Operations: “Have extra demos in your space and encourage runners to try these products around group runs and events. We’ve also seen very high sales when the employee pulls a product when the customer mentions a specific ailment.”
Recovery Mix is made to jumpstart runners’ recovery immediately post-exercise. This recovery drink was formulated based on a “perfectly complete protein” with the necessary amounts of carbohydrates and electrolytes. MSRP: $39.99
Advice for retailers from Jenny Vierling, Co-founder: “If you don’t enter your training sessions fully recovered, you are shortchanging your workout. You can’t train at your highest level without taking the step to recover. For retailers specifically, if they exclude Recovery from their nutrition line-up they are missing out on an opportunity to have this conversation with their customers.”
The Oboz Whakatā Coast is for those times between adventures with a focus on comfort and durability. The Māori term “Whakatā” means “to catch breath, rest, have a break,” and this slip-on clog made with I’m Green sugar-cane-based EVA allows wearers to do just that with its structured support under and around the foot and a relaxed footbed. MSRP: $60
Advice for retailers from Julie Ham, Director of Sales: “Recovery is an important part of good foot health and post-adventure footwear plays an important role in recovery. For retailers, this category provides an opportunity to educate their customers on recovery and create an add-on sale.”
The Normatec Go by Hyperice delivers targeted massage and is completely portable, delivering dynamic air compression to the calf muscles to increase circulation and reduce pain and tension in the legs. MSRP: $399
Icee Now is a cooling and compression athletic tape for enhancing muscle recovery and maintaining an active lifestyle. No refrigeration needed. MSRP $14.95
Peregrune Runner Multivitamin is engineered for the recovery and daily nutrition of runners. It supports recovery with probiotics, antioxidants, concentrated Vitamin B complex, and 42 fruits and vegetables. MSRP: $24.99
Heali Tape Pro is a sports tape infused with natural ingredients to help prevent injuries and relieve pain, promote healing and provide support. It is infused with magnesium and menthol to reduce muscle tension and stiffness and accelerate the recovery process and promote injury prevention. MSRP $19.99
The GZ clog offers an anatomically contoured, cork latex cushioned midsole to provide comfort and support, while Haflinger’s 100 percent new boiled wool felt uppers allow for breathability and durability. The insoles are designed to wick away any moisture and maintain a healthy environment for feet, keeping wearers cool in the summer and warm in the winter. MSRP: $155
Runners’ feet are looking for some TLC after that run or exercise and the Andrea LaMO-LITE mule provides a balance of comfort and casual style. The LaMO-LITE EVA outsole provides cloud-like comfort and the quilted padded upper adds to the coziness of a go-to mule. MSRP: $59.99
Rapid Recovery is a post-workout protein mix that contains two types of protein – whey isolate and micellar casein – to halt muscular breakdown post-workout. The combination of protein, carbs and caffeine in rapid recovery boosts glycogen and repairs muscle damage to help athletes recover. This mix comes in chocolate and vanilla flavors in 17 serving tubs as well as single-serve packets.
MSRP: 17-serving tub, $38; Single serve packet, $3.25
Advice for retailers from Allie Nichols, Partner: “Rapid Recovery works to restore muscle damage and replenish glycogen immediately after exercise when consumed within the Golden Window, i.e.. 30 minutes following a workout.”
New technology from KT is allowing runners to recover and tape like a pro.
There’s not always a trained professional around when you need to get taped up before or after a race or workout, so KT went the extra mile and developed its first mobile app providing users with easy-to-follow instructions about how, when and why to use kinesiology tape.
Designed to empower users with the knowledge and skills necessary for effective self-taping, the app features an interactive interface with unique and intuitive body visualization concepts. Users can effortlessly navigate their personalized needs and preferences through a userfriendly body – known affectionately as Tapeman and Tapewoman – representation, enabling them to pinpoint specific areas of their body for taping and be guided to the corresponding instructional videos.
One of the app’s key features is its step-by-step guided videos, which are thoughtfully broken down into easily digestible segments, allowing users to follow along with the instruction videos without the need for pausing or replaying. The app eliminates the struggles often associated with taping oneself, enabling users to confidently apply kinesiology tape without assistance.
“Millions of active Americans count on kinesiology tape to help them perform, but based on consumer feedback we realized many lacked the confidence to apply tape without assistance from a certified trainer,” explains Jessica Klodnicki, CEO of KT. “This app is simple to use and should empower current and future customers to know when to apply our products and tape like a pro.”
KT’s Sports Medicine Advisory Board played a critical role in shaping the content and instructional videos featured in the app so users better understand the benefits, use
cases and proper application of kinesiology tape in their homes or on the go. Comprised of Dr. Erin Hassler, Dr. Chris Harper, Dr. Eli Rogers and Dr. Shea Streak, the Sports Medicine Advisory Board enhanced credibility among consumers and retailers in kinesiology tape.
The board comprises experts from various fields, including sports medicine, physical therapy and chiropractic care. Making its debut on the App Store and Play Store in July, users can now access educational and application videos, conveniently purchase products and customize their profiles, all for free.
“Being a part of the Sports Medicine Advisory Panel gives us a stage for our patient’s voices to be heard,” says Dr. Hassler, of Sportz Factory. “We are bridging the gap to educate users on the extensive benefits and proper application process of KT Tape.”
The ultimate goal of the app with its innovative features, instructional videos and user-friendly design is to unlock the potential for runners to prioritize their physical performance and enhance recovery at the touch of a finger. n
When many people think of comfort and recovery footwear the name Oofos often comes to mind. So as part of this Recovery Issue of Running Insight we reached out to Dave Mischler, who this summer was promoted to the chief operating officer — shortened to COO at Oofos, which is a lot of “o’s.” In his new role he is responsible for leading the execution of Oofos’ business plan, overseeing all internal affairs and administrative functions and serving as a conduit for the leadership team. Here are his take on a number of important issues in the recovery space.
The Recovery category is hot, hot, hot at run specialty these days. What do you attribute that to?
Experience. Run specialty provides a unique opportunity for consumers to experience new brands and technology. It’s been such a successful model that many national retailers, and even brands, have copied this experiential approach to trial and service. We offer run specialty a chance to cater to the entire consumer – not just their run –which allows them to service their lifestyle with the best-in-class products, education and experience.
Why is the category a key one for run specialty?
Active Recovery footwear is a strong growth opportunity. Run specialty retailers are sought out and respected for having the distinctive ability to service a consumer’s entire lifestyle. Consumers look to them to recommend new products that can make a difference in their lives. Nurses, teachers, walkers, chefs and more can all benefit from Active Recovery footwear.
What is your message to run specialty
retailers on why and how they should carry and merchandise recovery product?
Active Recovery offers a new, incremental footwear category that can generate revenue without cannibalizing current sales — a truly unique opportunity. Because Oofos’ OOfoam technology can help a breadth of people who enter a run specialty store, it can be added to each footwear fitting. This allows consumers to experience the one-ofa-kind feel and how it does the opposite of every pair of shoes in the store — providing the yin to the running store yang. Not only will this provide supplemental sales for the retailer, but it will add value for the consumer.
Oofos has had 82 percent revenue growth in the past year. How was that accomplished?
As a brand, we are seeing tremendous momentum. While we have maintained
consistency in our core styles so consumers can always purchase their favorites, we are always looking to innovate and expand the line to fit into more places in people’s lives. The introduction of our OOmg Sport and OOmg Sport LS earlier this year provided increased category growth and new opportunities for closed-toe recovery footwear to be accessible for more occasions and all-day use. Also, consumer awareness of the category has increased. Over the past year we have entered into key partnerships including EXOS, DUPR, the Las Vegas Raiders and the US Ski & Snowboard team and continue to share stories of athletes who authentically use our product to help perform their best. We recently launched two new television spots featuring Derek Carr and will continue to highlight other members of our OOcrew, including former NFL quarterback Alex Smith, Boston goalie Jeremy Swayman, Olympic gold medalist Ashley Caldwell, Boston Ballet Principal Dancer Chyrstyn Fentroy and Emmynominated choreographer Chloe Arnold.
On a personal note, you recently completed the Pan-Mass Challenge for Dana-Farber Cancer Institute. What did accomplishing that Challenge mean to you personally and how does it align with Oofos’ values?
Oofos has been raising funds for breast cancer research and patient care since 2014, when one of the company’s first employees, Duncan Finigan, was diagnosed with stage IV metastatic breast cancer. Duncan was a key driver of Oofos’ early success and an important part in establishing the values and culture that are prevalent in the company today. In 2015, we began Project Pink as a way to support her through her four-year battle with the illness and to keep her memory alive following her passing in
2019. Project Pink is focused on giving back to Dana-Farber and the Jimmy Fund and we are extremely proud to have donated more than $3.4 million since the inception of the program. Duncan’s presence is felt every day at Oofos and motivates us to continue this fight.
And what is the company’s involvement with the Pan-Mass Challenge in particular?
While Oofos has been a long-time supporter of the Pan-Mass Challenge, we entered into a long-term sponsorship of the PMC and PMC Winter Cycle last year. This was my first year completing the ride, but each year more Oofos employees ride for Team Duncan and personally fundraise for DanaFarber. We were even joined this year by brand partner and former NFL quarterback, Alex Smith.
Why was this important to you personally?
It was important to me to join the team
because being part of a mission-driven company like Oofos means having the opportunity to participate, raise awareness and, most importantly, receive donations for such a worthy cause. Being part of such an amazing event with my colleagues was both humbling and inspiring. I will definitely be back next year and look forward to building on both our participation and year-round donations to Dana-Farber, because as our CEO/founder Lou always says, “We are just getting started!”
Finally, what can our run specialty retailers expect from Oofos for the remainder of 2023 and into 2024 and what is it going to take to get there?
We are seeing a shift in how consumers view Active Recovery footwear and integrate it into their lives. As consumers begin to understand the benefits, they are increasingly looking for styles that fit every aspect of their active lifestyle. A consistent comment we hear from consumers is that they own three or four pairs of Oofos and
retail analytics back that up. While many people first experience the brand through a sandal or slide – the OOriginal sandal was our first product and is still one of our best sellers – consumers are also now looking for additional options that allow them to experience Active Recovery throughout their day.
We have listened closely to consumer feedback to inspire our product line and now offer a collection of Active Recovery styles, including slippers, closed toed footwear, clogs, boots and a wide variety of sandals and slides, that consumers can wear for any occasion. And we will continue to evolve the line based on consumer needs. Also, a major focus for our retail team has been ensuring our retail partners have the right SKUs in the right quantities so they do not miss sales. We have been working together to share resources to optimize their business and provide any insights and data analysis we can to ensure a successful partnership. n
Aetrex Premium Memory Foam Orthotics provide comfort and cushioning with 43 percent more memory foam in the forefoot for those experiencing foot discomfort or fatigue. This orthotic features Aetrex Arch Support to help biomechanically align runners’ feet and help prevent common foot pain such as Plantar Fasciitis, arch pain and Metatarsalgia. MSRP: $79.95
Advice to retailers on selling the category from Whitney Alan, VP–Marketing. “Retailers can optimize their sales and merchandising opportunities for orthotics by providing a streamlined program that incorporates foot scanning technology and custom select orthotic product recommendations. With all of the customselect orthotic options, Aetrex is able to help retailers and their customers personalize their shoes based on the level of support and comfort they need to help them perform their best. By having a foot scanner in-store, retailers now have accurate foot data on each customer and shopper email address that they can use to create personalized digital marketing messages and further enhance their customeromnichannel experience when the customers come back to shop online.”
Currex SupportSTP Insoles are a new addition to the Currex lineup to deliver stability with shock absorption and cushioning for an elevated feel for walkers and runners who know the Currex RunPRO insoles.
MSRP: $69.95
Advice to retailers on selling the category from Stephen Pifer, Director of Marketing and Business Development. “The Currex SupportSTP everyday insole complements the Currex RunPRO running insole. While the RunPRO provides a dynamic experience for runners, the Currex SupportSTP offers walkers and runners desired stability, a high level of comfort and a personalized fit.”
As the run specialty business prepares for The Running Event 2023 – Nov. 28-30 in Austin, TX – insoles remain one of the hottest accessory categories. Here is a sneak peek at some of the brands and their newest products in the category that will be on display at TRE23.
The Hossa insole is a new addition to the FootBalance 100 percent custom insole portfolio. Designed with sustainability in mind, the Hossa insoles have been developed specifically for runners, offering cushioning and moderate support, helping to reduce stress-related injuries. Keeping the feet cool and dry, the Hossa insoles feature a breathable fabric that wicks away moisture made of recycled polyamide and biobased bamboo viscose.
MSRP: $80
Advice to retailers on selling the category from Nina Arponen, Senior Marketing Manager. “Knowing that every foot is unique and that more than 75 percent of runners are suffering from a foot imbalance, there’s a significant opportunity to personalize the footwear fitting service with custom insoles, especially as it only takes two-to-three minutes to mold and fit on the spot to the unique contours of a customer´s feet.”
The Fulton Athletic Insole was designed with the lifestyle runner in mind. Made from cork and other natural materials, the insole custom molds to support each runner individually and supports flat feet or high arches without needing to be trimmed or heated in an oven. Handcrafted in Portugal, each Fulton Athletic Insole is certified carbon negative. MSRP: $48
Advice to retailers on selling the category from Libie Motchan, Co-founder: “Eighty percent of U.S. adults experience foot pain, but only 20 percent are wearing insoles. Though there are dozens of insole options on the wall, consumers are often left feeling confused, disconnected and underserved. Stock shoe insoles have become cheaper and flimsier by the year and runners are more aware of the importance of wellness in their daily lives than ever before. Furthermore, they care deeply about incorporating other elements into their purchasing decisions like customization and sustainability. Solutions in the insole category that have been around for decades are not keeping up with the pace of the modern customer and it’s up to run specialty retailers to meet the ever-evolving needs of their customers. We would recommend that run specialty retailers craft their insole assortments in a way that allows them to nurture relationships with customers from all walks of life, evolving as the category does. Finally, as consumer priorities shift towards sustainable brands, retailers should ensure that they offer a sustainable option on their insole wall that addresses a desire for natural materials that don’t harm the environment.”
Kneed2Run is a wear moldable, anatomically shaped insole designed to fit optimally in running shoes. MSRP: $55.00
Advice to retailers on selling the category from Jonathan Koops, Co-founder. “Running injuries are among the most common reasons that runners stop running. Run specialty retailers play an essential role in keeping runners active by providing supportive insoles. When addressing injuries, specialty retailers are often the preferred community partner for medical practitioners and the first stop for runners.”
Superfeet’s Run Cushion Medium Arch insoles are available in three arch heights. Runners can choose between the flexibility of Run Cushion insoles, the carbon-fiber responsiveness of Run Support insoles or the Run Pain Relief insoles. With the addition of new Run Cushion Medium Arch insoles, there’s a Superfeet insole for every foot type.
MSRP $54.99.
Advice to retailers on selling the category from Jessica Spencer, Senior Manager, Communications and Digital Marketing. “Putting the right shape underfoot is key to helping people achieve their full potential, no matter their activity. Just like with running shoes there is a wide range of preferences and needs when it comes to what fits, feels and performs best for the mix of runners and walkers that shop in your stores — the right insole for each customer is about more than just arch height.”
NOV 28 - 30, 2023 / AUSTIN, TEXAS
Switchback at The Running Event (TRE) delivers an elevated onsite experience where outdoor retailers can source new products from leading brands, build meaningful relationships, and access industry insights.
adidas Terrex
Alegria by PG Lite
Allrounder
by Mephisto
Arc’teryx
Black Diamond Equipment
BrandKeep
Craft Dansko
Deuter
EMU AUSTRALIA
Envoy
Farm to Feet
Flipmits
Fox River
Haflinger
jbrds
Kahtoola
KEEN Footwear
Kneed
Knockaround
Kreedom Eyewear
Lamo Sheepskin
LOWA Boots
Newton Running
NITECORE
Oboz Footwear
Optic Nerve
Eyewear
Outdoor Research
prAna
PSUDO
Rab USA-Lowe
SCARPA
SplashRobe
Spring Energy
Sunski
Switchback Foods
WhitePaws-RunMitts
Wildsense
Wrightsock
Zamberlan
*Exhibitor list as of September 2023
The running industry is making strides to ensure all runners can show up as their authentic selves to races, events, group runs and retail stores. Nevertheless, there remains a notable disparity in achieving this goal.
Now running brands like Ultimate Direction and dedicated organizations such as Out Trails are actively engaged in bridging these gaps through initiatives focused on education, collaboration and resourcesharing. Ultimate Direction is a Colorado-based brand that provides hydration solutions for self-propelled athletes of all levels and disciplines. Out Trails exists to provide support and camaraderie within the LGBTQ+ and ally community through online connections via Slack, as well as hosting an annual running retreat.
Ryan Montgomery, a professional runner on Ultimate Direction’s athlete team, founded Out Trails in 2022 to address a critical need.
“For me, it was important to create Out Trails because many queer people do not run outdoors, let alone on trails because they don’t have access or don’t feel safe doing so. Thus, I think creating a safe and welcoming space like Out Trails is essential in our work to create inclusion in trail running and the outdoors,” he shares.
In 2022, Montgomery approached Ultimate Direction to form a partnership with Out Trails, seeking financial support for participant scholarships and hydration vests. This partnership has remained strong throughout 2023, reflecting Ultimate
Direction’s commitment to its People Pillar.
“Our people – our athletes, their friends and community, our customers and our staff – are a core component of our brand’s mission and we recognize how critical it is that Ultimate Direction listen, learn, evolve and encourage all members of our running community,” explains Brett Rindt, marketing manager for Ultimate Direction. “Part of the work includes stepping up to provide resources to ensure access by underrepresented members so that cost, safety and education are not barriers for their participation.”
In 2021, the Philadelphia Distance Run became the first road running race in the U.S. to offer a non-binary registration
division. Since then, several other running races have followed suit, embracing this opportunity for inclusion. Montgomery has played a crucial advocacy role in encouraging trail races to expand their registration divisions. Their voice gained prominence after participating in the 2023 Tarawera 104K and Western States Endurance Run, where they faced the challenge of having to select either a male or female category as a non-binary individual.
An article published in Trailrunner Magazine in November 2022 revealed a significant statistic: Approximately 12 percent of Gen Z are transgender or nonbinary. This underscores the importance of race organizers to create welcoming spaces for queer runners at their events. While Ultimate Direction is not a race organizer, the brand is committed to being part of the solution for inclusion and encourages other running industry brands to join in any ways possible.
Both Ultimate Direction and Out Trails are looking to the future, aiming to continue their collaborative work in promoting inclusivity within the industry. Out Trails is planning to expand by hosting multiple retreats in 2024 and extends an open invitation to the industry as a whole to contribute in any way possible to remove barriers and bridge existing gaps. n