Running Insight 2.8.2024 by Running Insight

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

MARCH 16, 2020 WINTER 2024

The Women Who Run This Business Issue

The Women Who Run Fleet Feet Montclair

John Fabbro looks on proudly as the New Jersey retailer adds a feminine touch.

Plus: The Women of The Running Event ... page 42

powerstep.com

os1st.com

sneakers4good.com

bodyglide.com

pro-tecathletics.com

amphipod.com

A DIVERSIFIED COMMUNICATIONS PUBLICATION

CELEBRATING the women who run this business Welcome to Running Insight’s annual issue highlighting women in the run specialty industry! Retail stores headed by women, brands founded by female owners, sales associates bringing the female perspective to the store floor and women who are the engine behind the success of the run specialty industry’s leading trade show … that’s what this special “Women Who Run This Business” issue is all about. The following pages provide insight into all facets of women in

These are their stories and we are fortunate to be able to tell them in the pages of Running Insight.

Jen Schaller of RunWell celebrates being one of the Women Who Run This Business. See her profile along with other run specialty retailers starting on page 18.

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2024 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email except for two print issues year. The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Diversified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

runninginsight.com

Advertise

Editorial

Christina Henderson.......................................chenderson@Divcom.com Glenn Dulberg...................................................gdulberg@Divcom.com Daemon Filson.....................................................dfilson@Divcom.com Beth Gordon..................................................... bgordon@Divcom.com Mark Sullivan...................................................msullivan@Divcom.com Michael Jacobsen.........................................mjacobsen@Divcom.com

BACK ISSUES runninginsight.com SUBSCRIBE runninginsight.com

Cover photo: New Moon Photography.

the business and sport of running.

scan here

FOR PEOPLE WHO RUN™

anti blister since 1996

(888) 263-9454

endurance insurance ®

Women Who Run This Business

Fleet Feet Montclair’s

WOMEN’S TOUCH

The New Jersey retailer is transitioning to a women-run business — and run specialty is better for it. / By Michael Jacobsen

or 36 years The Fabbro Way has been the guiding light at Fleet Feet Montclair. That always meant a focus on diversity and inclusion, a lot of WWJD (more on that later), a sprinkling of “we’ll make it work” and a healthy dose of community at the family-owned and operated run specialty retailer in suburban New Jersey. And it continues today. Only now it is more becoming the Fabbro Women’s Way as two daughters, Madeline and Emilia, join their mom, Dawn, and a host of key female team members in continuing co-founder John Fabbro’s vision to be a community running resource and a jewel in the Fleet Feet family. But make no mistake about it, John Fabbro, who opened the store along with Dawn back in 1987, is still the big boss (who cringes at that title) and the store on the corner of Bloomfield and Midland Avenues continues to bear his imprint. It’s just that increasingly it is the Women Who Are Running the Fleet Feet Montclair Business. And he would have it no other way. “It brings me joy to see my daughters elevating the store with a new level of energy,” he says. “They are bringing a new community, a new customer, better marketing and purchasing and better social media.” The Origin of the Fabbro Way The women’s touch has always been a part of the Fleet Feet Montclair story, going back to the beginning when John and Dawn realized their shared vision of 4

runninginsight.com

The Fabbro women at Fleet Feet Montclair (from left): Chelsea, Emilia, Dawn and Madeline. Photos: New Moon Photography.

entrepreneurship and met with Fleet Feet founder Sally Edwards to find a location for the second Fleet Feet franchise east of the Mississippi River (the first was Fleet Feet Adams Morgan in 1984 in Washington, D.C.). Not quite sure of their chances of success, John kept his day job as controller at a New Jersey chemical company while Dawn leaped into the world of run specialty retail

with both feet. The store opened with, as she recalls, a grand total of $35,000 in inventory purchased with the help of loans from the family. When that initial inventory sold out Dawn stocked the shelves with Discus sweatshirts until more product arrived. The female influence in those early days was further bolstered by the presence of John’s mother, Elsie. Described by her

While the female staffers at Fleet Feet Montclair take a well-deserved break, John Fabbro continues to help out with the heavy lifting on the store floor.

Manhattan while keeping an eye on what she believed to be the store’s social media and marketing efforts in need of an upgrade. She had worked there on and off during her school years, admittedly “not loving it at the time,” and felt the pull of the family business as the pandemic changed everything in local retail. Thus she returned to the family’s roots in suburban New Jersey. Emilia was always a little bit more involved in and drawn to the retail life, an attraction that took shape during her grade school years when the store was on her way home from school and she would stop by to hang out with her mom and grandmother. When her father insisted she earn her own money to pay for a high school trip to Spain

it was only natural that she join the team on the floor to raise the cash. That initial exposure led her to follow her parents into the retail business and she soon found herself tinkering with some operations, gradually expanding her reach into buying and merchandising. “I guess I started shaking things up a bit,” she admits. The fact that their parents encouraged their input and ideas fostered even more of this shaking up and the girls’ input gradually became more valuable. “It was a process, but their ideas were good and they worked gradually as we older retailers started to change,” says Dawn. It was the family trust that proved a key element of that change.

granddaughters as a Depressionera Italian from the Bronx who wore high heel shoes rather than sneakers and was known to sneak outside for a cigarette now and then, Elsie was a key contributor when ambition and enthusiasm far outweighed retail acumen. (John’s father, Joe, also worked the floor on weekends, and he was known as the guy to go to if you wanted a little discount on your shoes.) The challenge of running a nascent run specialty store grew exponentially a year after opening when Dawn became pregnant with their first child, Chelsea, who was born with Down syndrome. Dawn looks back on those days with a sense of marvel allowed only by the passing of a mother’s time. 5

runninginsight.com

“We were young and dumb and we had no plan for any of what we were doing,” she recalls. That’s how John’s mantra of “We’ll make it work,” became the foundation of Fleet Feet Montclair as two more daughters – first Madeline and then Emilia – soon had John outnumbered four-to-one. With Chelsea holding the title of director of fun, Madeline as director of marketing and events and Emilia serving as the director of operations/apparel, accessory buyer/merchandiser, the current team has taken shape in different ways, with the COVID-19 pandemic playing an important role. M a d d i e wa s l i v i n g i n Brooklyn and working for a large publishing company in

Fleet Feet Montclair’s Women’s Touch (continued) her retail background, Mary was becoming an asset for Emilia, who often found herself turning to Mary for advice and bouncing purchasing ideas off of her. “The timing for everyone was amazing,” Dawn recalls. “Yea, and I have wormed my way into their hearts,” agrees Spink, adding that she has a 15-year-old daughter who is taking a mild interest in the business. Together the women taking increasingly more responsible roles at FFM are ready to take

on the challenges in what is still very much a male-dominated business world. Those challenges certainly do exist beyond the friendly confines of Montclair, NJ. “Our staff knows that there are a lot of powerful women in our store and they respect us, but if you put us in a room at an industry meeting we still have to earn that same respect,” explains Emilia. “The voice of the male executive in run specialty is the one that always got heard first, but that’s changing,” says Dawn. And she is changing with it – she admits that on more than one occasion she used to use John’s email in order to get a better response than she would get from her own email. But her daughters are breaking her of that practice. There is strong sense that having such a diverse staff and a multi-cultural community helps business. Emilia thinks it is not a coincidence that Fleet Feet Montclair sells more shoes to women than to men and that

“We are daughters of the owners and mom and dad allowed us to tr y things,” explains Maddie, who has been a full-time Fleet Feet Montclair employee since 2019. “It was a scary time, but they trusted us.” Dawn attributes the acceptance of their daughters’ new ideas to the Fabbro philosophy of inclusion and diversity. “I never thought any of my children would end up in retail,” she admits. “But now we love watching them have the same passion and trust and love of community that John and I have.” Looking Outside for Help As Fleet Feet Montclair continued to grow – an expansion last year nearly doubled the retail floor space and the recent holiday season was one of the best in its more than three-decade history – the Fabbros have not hesitated to look outside of the family for talent that would help take them to the next level. And, not coincidentally, one of the key hires was another woman. 6

runninginsight.com

Mary Spink joined FFM in 2021 after a long relationship with the store – first as a novice runner looking to learn how to train for and run a 5K, then as a coach in the store’s training program as well as a part-time salesperson. She is now director of purchasing/shoe buyer/ training program coach, a position well suited for the former VP-planning at Calvin Klein. “When they reopened after the pandemic I was looking for a way to get out of the house and away from my two kids,” she says, only half-jokingly. With

Top Selling Running Essentials

• No Minimums • Same-Day Shipping • New Spring Styles Shipping Now!

B2B: amphipod.com E: order@amphipod.com T: 800.806.1288

Fleet Feet Montclair’s Women’s Touch (continued)

“With so much growth here since the pandemic we haven’t had a lot of time to see what the future could be. But we keep telling our dad and mom that at some point they should take a long vacation and we’ll handle things here.” — Maddie Fabbro

women outnumber men in its training programs. “Run n i ng stores ca n be really intimidating to people who are not runners,” adds Maddie. “Having a staff that is gentle and empathetic and diverse removes a barrier of entry to the store.” Looking to the Future The joy that John Fabbro feels when looking at how his familyowned business is slowly also becoming a women-led business is a direct result of his and Dawn’s insistence on diversity within its staff — in terms of gender, color, size and age. It also is a product of John’s background, having grown up with three sisters and a host of female cousins. “Our entire community knows how committed we are to diversity and we are always trying to be aware of who is missing from our staff,” explains Dawn. “Dad is very respectful of 8

runninginsight.com

women and always ma kes sure we receive the respect we deserve,” adds Maddie. Where all of this goes from here is still undecided, but with a path partially mapped out the daughters have some idea of where they would like to run. But Dawn, agreeing that they are now taking more of a back seat in day-to-day operations, says the challenge for her and John is to continue putting a strong team in place as they head to their eventual retirement. “We ask where is everybody going and how do we make our platform big enough for them,” she says. And Dawn is confident that her daughters, along with the expertise and guidance of Spink and other women (and men) on the staff, will take the business in the right direction. “Their dreams are probably way beyond anything that John and I could see,” she says. “With so much growth here since the pandemic we haven’t had a lot of time to see what the future could be,” Maddie adds. “But we keep telling our dad and mom that at some point they should take a long vacation and we’ll handle things here.” For his part, John nods and offers his take on the increasingly women-run, family-owned business. “To see what they have done with the store and their dedication to the local community makes me feel good.” As for WWJD? It stands for “What Would John Do” and it has long been the guiding mantra for problem-solving at Fleet Feet Montclair. That philosophy will live on, but soon with a little more WWMEMD? (You figure it out!) n

JOHN FABBRO SPEAKS …

With his daughters and other women dominating the scene at Fleet Feet Montclair, we asked co-owner John Fabbro to provide some advice for the Women Who Run the FFM Business. To Dawn, Co-Owner: “Your work ethic and passion to continually improve is inspiring. Is slowing down an improvement option? Just wondering.” To Madeline, Marketing Director: “You intuitively (and with the thousands we spent on a Pratt Art School education) capture and share the fun, inclusive, welcoming feeling and vision of our store. I’ve tried to up my design game through the years, but there is only so much you could do in Google Sheets or Excel.” To Emilia, Director of Operations: “You have a keen insight of what needs to get done and positively impact all aspects of the store. We all have trouble keeping up with the pace you set.” To Mary, Purchasing Director: “Your data analysis and forecasting talents keep our inventory robust to satisfy both in-store and online. You also seem to excel at being the drink buyer at The Running Event and elsewhere!” To Chelsea, Director of Fun: “The team has the most to learn from you; we just need to take the time to listen. Your energy is contagious and you make all who attend events feel welcomed.” 5 Pieces of advice to the Women of FF Montclair (from someone who learns most from your advice and ideas) 1. Trust your gut. 2. Continually listen and learn. 3. Try new things — you learn from both your successes and failures. 4. Bring joy to those you touch. 5. On rare occasions, please don’t forget that I might have a good idea!

NEW

ICE RECOVERY ROLLER • Ice massage reduces inﬂammation while mobilizing soft tissue. • Expedites recovery from muscle tightness and soft tissue injuries. • Stays cold over one hour providing multiple ice massage applications per freeze.

Now Available!!

Premium Quality. Reasonable Price.

RECOVER BETTER ™ pro-tecathletics.com

ORder now! online b2b • 1-800-779-3372 • locaL rep • info@pro-tecathletics.com

Women Who Run This Business

HEAR THEM SELL! Nine fresh voices from the run specialty retail floor. / By Tom Griffen

emale store owners and brand executives aren’t the only women making an impact at run specialty retail in 2024. In fact, it is the girls and women on the floor who are the real driving force behind the success of shops across the country. They are often the LISA GARDNER MEDVED RUNNING AND WALKING ROCHESTER, NY

I have been part of the management team at Medved Running and Walking for two years. Technically I am one of the assistant managers, but internally we call each other “keys.” Prior to my employment I was a long-time customer. I accepted this job simply because it seemed like a fun and positive place to work. I do what I do because my co-workers are amazing. I also love the feeling that Lisa Gardner, Medved Running and Walking

face of the store to customers – female and male alike – and bring the diversity and enthusiasm on which the run specialty business thrives. Here are the stories in their own words from nine of these women from all corners of America.

comes from helping nudge people towards a healthier lifestyle. My role really matches my personality. I like helping people and I’m a social creature. I lead group runs with a coworker and each time we do it it’s the highlight of my week. It’s awesome to suffer together! It’s also a joy to witness the growth of the group participants. Being in a male-dominated workplace is challenging, but I’m used to it. I’ve had customers who don’t want a female fitting them for shoes — but they don’t get

a choice. I just need to prove I can hang with the boys. Respect is not assumed, it must be earned. In 2023 I completed my first 50k. In 2024 I’m backing off longer trail events and focusing more on different races with new training partners. There’s a 10k trail run in Ithaca called Lucifer’s Crossing. I want to see how much time I can knock off from the first year I did it. I aim to keep forward motion throughout my life. What inspires me most are older folks who are still out there looking great. I find peace in hitting a trail that will be a part of my life forever. I try to live my life with that goal in mind. MARY-ROSE WILSON NAPERVILLE RUNNING COMPANY NAPERVILLE, IL

I am a sales associate and the director of visual merchandising at Naperville Running Company. This February will be my 13-year anniversary at the store. When I started working at NRC I had very little knowledge of run specialty — I was a beginning runner and needed a part-time job. Over the years I have learned so much and now enjoy passing this knowledge onto others. I am inspired by customers and fellow staff, whether they’re running their first 5k or trying to qualify for Boston. One thing I enjoy most about my job is that it’s an outlet for my creativity. I am allowed a certain amount of free rein 10

runninginsight.com

CMY

NEW Wicked Comfort™ Performance Socks Wicked dry. Wicked tough. Maximum cushion in heel & toe At least 5x more moisture wicking Up to 2x more durable Available in 8 colors Made in the USA

Pre-order NOW Ships Spring 2024

Hear Them Sell! (continued)

Mary-Rose Wilson, Naperville Running Company

Gabrielle Terry, Fleet Feet Nashville

with merchandising and I get to play in that space when I am not on the floor helping customers. I don’t find it challenging to be a woman in the running industry. Perhaps when my children were younger it was harder as a working mom juggling both responsibilities. But I believe NRC has fostered a friendly environment for myself and other female coworkers (although I can only speak to my own experiences). I’ve got some big goals. In the past I’ve done half marathons, but one day I’d love to do a full. Mostly I want to maintain a healthy and active lifestyle so that I can live until I die. I am especially inspired by my partner, Matt, who continues to encourage me. We are active together, cook together and grow together. He doesn’t let anything stop him, so I find it hard to make excuses when the weather is bad, or I’m tired or I’m sore. He’s the reason

perhaps related to being a woman, is the struggle to be heard. Whether responding to customer queries or discussing sport-related products, I often encounter dismissive reactions. Customers regularly re-direct conversations to my male colleagues. I strive to overcome it wherever I go. How? I actively work to amplify my voice, consistently del iver h ighquality results and foster open communication. I engage in proactive discussions about gender biases with colleagues and management. I trust this raises awareness and contributes to a more inclusive work environment. While actions play a crucial role in driving change, I believe effective communication is paramount in facilitating meaningful transformation.

runninginsight.com

I commute to work when it’s below freezing or run outside in the hottest part of the day! GABRIELLE TERRY FLEET FEET NASHVILLE NASHVILLE, TN

I am an outfitter and cashier at Fleet Feet Nashville. I’ve been here for just over a year. Prior to my arrival, my job search was not geared towards run specialty. I am not a conventional runner — my affinity lies in HIT and weighted workouts. Mostly I sought a relaxed work environment that values employee input. Fleet Feet Nashville has a strong sense of community. Working here is like being with friends who are passionate about running. I have a platform to voice my opinions and collaborate with the team leads and management. I appreciate open communication where voices are valued, friendships fostered and mentorships created that transcend differences. The recur ring challenge,

ALYCIA GEARY NORTH WALES RUNNING NORTH WALES, PA

I am the general manager a t No r t h Wa le s Ru n n i ng

Company. This new year finds me returning to my duties after maternity leave. Employee t r a i n i ng, com mu n icat ion, community outreach, yearly planning and so many other day-to-day tasks. I’ve been here for 13 years. I work i n r u n sp ecia lt y because it makes me happy. I love sharing my passion for running and wellness with others. Working with staff and meeting new customers inspires me. I love feeling like I’m making a difference and doing good in our community. Also, having a job to look forward to going to each day is a blessing. I genuinely enjoy what I do, even on challenging days. And really, it’s all about the people. I have the absolute best co-workers. They are such an amazing, unique, kind, intelligent, caring and talented group of people of all ages. I learn something new almost every time I’m in the store — a new recipe, parenting tactic, facts about ultras, new hiking trails, © 2024 Diversified Communications

Alycia Geary, North Wales Running

where to road trip, etc. Being a woman in any predom inantly male industr y comes with challenges. One is maternity leave and benefits. I’ve been fortunate to have been supported through multiple pregnancies, but I think a lot of small businesses may not be willing or able to offer maternity leave to staff. And this isn’t just in the running retail environment. Over the past few years, elite-level athletes and professional runners have been more outspoken about the lack of support they experienced during pregnancy and their return to fitness. This is clearly a hot topic. And honestly, why wouldn’t you want to try and keep a mom on your team? Moms get things done. On that note, right now I’m working my way back from baby number three. My goal over the last few months has been strength training while adding in miles when I can. In 2024, I’d like to get back into 5k shape and see if I can set 14

runninginsight.com

Alexis Wilson, Lucky Road Run Shop

a new post-partum PR. We’ll see how that goes! I’ve been fortunate for an opportunity to grow in this field. Which is why I’m still in the industry. Thank you Scott Tantino (owner of North Wales Running Company). Add it iona l ly, I’m luck y enough to be surrounded by a village of strong women. From co-worker moms who find time to pursue their goals (shout out to colleagues Mary and Stacey), to a core group of women with whom I train (Christy, Tara, Jenn). They all have made running so much more meaningful. Also, big thanks to my husband, Dan, who has supported my career since day one. ALEXIS WILSON LUCKY ROAD RUN SHOP RICHMOND, VA

I started working at Lucky Road Run Shop in 2016. At that time I was finishing up my senior year of high school. I worked here through college

and the pandemic. My official title is a rea ma nager. I ma ke su re a l l our policies are streamlined throughout the stores. I help keep managers on track with their day-to-day duties, I facilitate staff training and I assist with client interactions. My duties are not limited to this — I can run the store from bottom to top. My family owns Lucky Road Run Shop. We have served the greater Richmond area since 2012. We have been through ups and downs over the years. But ultimately it has been a pleasure to help everyone who has come through our doors seeking help. I’m most motivated to work with people who don’t identify as runners, even though they are out there running a mile or two. It is fulfilling to help someone along their journey, no matter how small or large their goals might be. I am a woman, one of color, and one who does not have a

so-called “runner’s body.” This poses the greatest barrier in this space. Sometimes people don’t take me seriously. They often want to work with coworkers whose appearance is more of the “classical runner” type. That isn’t me. But for many people, who I am has helped them better identify with me. During one of my customer’s first visits to our store, she said was happy to find someone who looked like her. No matter who is in our space, I strive to make it easier for them to tread their path. I am happiest when I can make someone feel li ke they’re accepted for who they are. LIZZY McCADD WEST STRIDE, ATLANTA, GA

I am a fit specialist at West Stride in Atlanta. I’ve been there since October 2023. I previously worked at Naperville Running Company for a little over a year. Running is a huge part of © 2024 Diversified Communications

-- NEW PRODUCT!--

FOR A FREE SAMPLE, PLEASE EMAIL CURREX@FOUNDATIONWELLNESS.COM

Hear Them Sell! (continued)

Lizzy McCadd, West Stride

my life. Both of my parents ran in college and were able to guide me through my running journey. I’ve been running for about 18 years — starting at age six. I went on to compete as a collegiate level sprinter at Grand Valley State University in Michigan. The warmth the running community brings fills my heart and feels like home. One of my main goals in life is to help people better themselves. I enjoy being able to enhance people’s running experience by giving them a thorough fit analysis and providing options for their needs. As a woman of color in run specialty, it can definitely be a bit unsettling at times. I mainly work the sales floor, so I am many customers’ first contact. I love smiling and creating a welcoming space for others. It is heartbreaking to think that someone would walk past me to seek help from someone else because they assumed I was not knowledgeable enough — or, even worse, because they couldn’t accept help from a woman of color. 16

runninginsight.com

Zelinda Cruz, Fleet Feet Bonney Lake

Microaggressions and mistreatments are common in a white- and male-dominated world, but I continue to bring peace, positivity and knowledge into my workplace. Last August I started Free F low Fit ness, a p e r sona l training business that caters specifically to women. My goal is to help women get into a better routine by creating healthy habits while keeping space for peace. It’s important to me to help other women find their flow in life. I am blessed to have a strong woman as a mother. My mom has been my number one fan. She shows up no matter what. I could always count on her being in the stadium cheering for me. And just like at those track meets, she continues to cheer me on throughout every aspect of my life. ZELINDA CRUZ FLEET FEET BONNEY LAKE BONNEY LAKE, WA

I joi ne d t he F le et Fe et Bon ney L a ke t ea m a s a n

outfitter in March 2023. I never imagined myself doing this type of work — I am fairly new to running and never played any sports growing up. My closest encounter with athletics was in my early twenties when I worked as an administrative assistant for the Puerto Rican Volleyball Federation. My jou r ney as a r un ner started later in life and it was slow to progress. It took me a couple years before I could run three miles without stopping. My job at Fleet Feet was offered to me, unexpectedly, by the store manager, Kristin. She believed in me more than I did. Truth be told, I took the job out of necessity and I’ve doubted myself so many times along the way. This job is not easy. There’s so much to learn, especially for someone like me with barely any experience in the world of running. But what keeps me coming back are the customers. I love when I help customers find that perfect fit. Or when I get a hug or big words of appreciation at the

end of their experience. Knowing I truly helped someone is what I love most about my job. My job allows me to take care of me — and sadly sometimes doing this feels like I’m neglecting something else. Thankfully, running helps me silence my own demons and mute some outside voices, too. The amazing and determined people I run with are more than running partners, they are an inspiration. TIFFANY SKINNER TERRA RUNNING COMPANY CLEVELAND, TN

I started working at Terra Running the summer of 2021. My business card says I’m a marketing and engagement manager, but at this point I help run the store in a million different ways. There’s never a dull moment. I never planned on working in run specialty. I didn’t even realize that it was a career path. But the running store and coffee shop combination sounded like the sort of the detox job I needed. It has © 2024 Diversified Communications

Tiffany Skinner, Terra Running Company

turned into a perfect fit. I love so much about this job. We create community and connection, we provide a place for people to connect and belong and we help people get healthier and be more active. In a very real way, we add to our community’s quality of life. Not every industry can say that. Terra Running cultivates a creative and exciting work environment where everyone’s contributions matter. One person’s crazy idea can turn into a reality by the next week, or even by the end of the day! Most days, being a woman in the industry doesn’t cross my mind because I work for a women-owned store. But when I am in other industry environments I am reminded of how rare this is. As a woman, I feel like some people don’t take me as seriously as my male counterparts. Add to the fact that I work “at a running store” and that feeling is compounded. A lot of customers assume 17

runninginsight.com

Tasha Young, Playmakers

I’m a college student — never mind the fact that I have a Master’s degree and have been out of college for 10 years. I think if I were a man people would assume I was the owner. Little things like this add up and give the feeling that I constantly have to prove to others that my work is valid. I’m genuinely inspired by the owner of Terra Running, Brittany Katz, and the way she tackles all the daily problems with poise and humor. She knows how to not take herself too seriously while running multiple businesses. TASHA YOUNG PLAYMAKERS, OKEMOS, MI

I have be en on st a f f at Playmakers for three years and now I am a team lead, but I also work on the schedule, help with HR tasks and with Diversity, Equity and Action meetings and initiatives. When I first started working here, I was unaware that the running industry was a thing and that so many people ran.

At the time I was not a runner myself. Now I find joy in working within this industry. I love that I am able to represent the BIPOC community. I want to show younger people, especially young girls, that this is a space for us and that we can excel in running and do so much more. This was not always open to us, so the fact that many women are now running this industry is amazing. I want to continue to be a voice and familiar face for the younger generation. I enjoy being able to make a difference in someone’s day. I learn about what they are interested in, what hobbies they have and what keeps them moving. I am grateful to share my personal experience and have it be well received by leadership and staff. Together we work to shine a light on the many things that go on in the world and the running community. I face many challenges as a Black woman. Many people undermine my knowledge or do

not take my opinion seriously. I have found that sometimes people default to men, but then are surprised when I have the answers. I have also found that some people are sur prised by my school background or interests and that I hold a managerial position. Many times I feel invisible, like an item taking up space. And even though these things have happened on a number of occasions, positive interactions far outweigh the negative. Some people still are shocked that women are taking up the needed space in the running industry, but I am glad to see it moving in a positive direction. This upcoming year I plan to run two half-marathons and can’t wait to start the training process. I would like to give a shoutout to the women who have attended Take the Lead retreats with me. They remind me that no matter how big or little I run, I will always be a runner and this is a space for me. They are an inspiration. n

Women Who Run This Business

WOMEN WHO RUN RUNNING STORES Profiles of four women making their mark at run specialty retail. / By Danny Smith

runninginsight.com

JEN SCHALLER, RUNWELL, EDWARDSVILLE, IL

SHE IS ... Jen Schaller, the owner of RunWell in Edwardsville, IL, about 30 miles northeast of St. Louis. SCHALLER OPENED … RunWell in 2013 following a 14-year career as a corporate CPA. Headaches and back pain from a severe car accident complicated sitting at a desk and compelled Schaller to explore a career shift. For Schaller, a runner for 25 years and coach since 2004, opening a running store became her chosen antidote. “I cashed out my retirement, leased a space and went all in.” SALES AT … RunWell have climbed year over year. “Though we’re still in the bell curve, we want to make sure we remain at the top of our game and do our best each and every day.” IN 2019, SCHALLER INTRODUCED … Students on the Run, a half-marathon training program for local high school students. Some 250 students from nine local schools signed up for the program and about 30 completed a half-marathon “race” despite the pandemic cancelling their finish line. “This absolutely fueled my soul.” THOUGH THE STORE WAS CLOSED … during the pandemic, RunWell still took phone and online orders. Schaller says it was eye opening to see what customers did and didn’t want. It pushed Schaller to get “super scientific” about her product ordering. She analyzed POS data and inventory reports like never before. “And we cut out a lot of the fat to become a more efficient business.” WHEN RUNWELL TURNED 10 … last year, Schaller asked customers to submit one word they felt encapsulated RunWell. Customers responded in earnest, tossing out words like integrity, professionalism, family and fun. Schaller, then, took those words and created custom reusable tote bags for the store. THIS MARCH… RunWell begins a partnership with a local news station, which will share “the local weekend running weather report brought to you by RunWell” each week. Schaller’s shop will also be sponsoring about 30 local track meets this spring, where it will host pop-up shops, Track 101 clinics for parents and post-race stretching for athletes. “We want longevity and people, especially younger people, understanding the value of having a local running store in their community.”

runninginsight.com

SCHALLER MOST ENJOYS … learning about her customers and participating in their fitness journeys. Recently, a man with stage-4 cancer visited RunWell alongside his niece. The duo was training for a marathon together and their trip was marked by good-natured trash talk and loving comments. “I wish I could bottle up the energy those two brought. I could live on it for years.”

runninginsight.com

CHARLOTTE WALSH, CHARLES RIVER RUNNING, NORWOOD, MA

SHE IS ... Charlotte Walsh, a native Wisconsite who opened Charles River Running in Norwood, MA, in 2012. A SERIAL ENTREPRENEUR … who endured a nomadic adult life, Walsh wished to settle in one place and start a Main Street business centered around something she loved in running. “I wanted to create this for myself.” OFF THE BAT … Walsh made the mistake of trying to be all things to all people, including pushing trail running to a community not much interested in it. “In reality, the demand for so much variety wasn’t there. People didn’t want trail running, for example. They’re working or commuting in the daylight hours or they don’t feel comfy going out into the woods. Just because I loved it didn’t mean others were going to follow.” THE MOST CHALLENGING PART … of owning a small business? The uncertainty of it, Walsh says. “It’s nice to go to work and know exactly what your pay is going to be.” BUT SHE’S LEARNED … to accept financial uncertainty as a worthwhile trade-off for being her own boss. “I get to be creative on so many different levels. Moving around and running a small business fits me.” SHE MOST ENJOYS … her customers. “They come in so many shapes, sizes, ages, experience levels and have fantastic stories to share. They walk in with situations we can help them with and we have an opportunity to guide them to footwear, a local coach or a race.” IN 2024 … Walsh hopes to engage with people in different ways, concocting new and fun community activities to draw people out. Last year, Charles River Running started a donut run featuring a two-mile course with three donut stops. “I want us to use our creativity, get feedback and expand on things that are fun, approachable and friendly.” SHE’S MOST PROUD OF … walking into a new town, opening a small business and earning people’s trust over the last dozen years. “I know everything about my store and every customer is going to get all the knowledge I can share with them.”

runninginsight.com

SHE’S OPTIMISTIC ABOUT … the future of independent run specialty despite the ever-present threat of the Internet. “First, people crave a little human interaction each day and we have a oneon-one experience to offer them. Second, people are going to learn how inefficient and time consuming it is to run around returning the many shoes they ordered online, which will help them discover the value of their local running store.”

runninginsight.com

RENEE GRANT, RUNNER’S DEPOT, DAVIE, FL

SHE IS ... Reneé Grant, founder and president of Runner’s Depot. Grant launched her Davie, FL-based flagship shop in September 2000 and now oversees five Runner’s Depot stores. AFTER A DIVORCE … and exiting the printing business she co-owned with her former husband, Grant began penning a new entrepreneurial chapter when she purchased an existing dance store. “I enjoyed the retail side, but I wasn’t much interested in the dance piece.” SHE CONSIDERED … getting into the running retail game, where she could blend an emerging personal passion (running) with a clear market need. But first, she visited out-of-state running retailers, including Swag’s Sport Shoes in Louisville, KY, where owner Swag Hartel put Grant to work for a week. “And I loved it. I came back to Davie, converted my dance store into a running shop and haven’t looked back since.” A PREMIER EVENT AT RUNNER’S DEPOT IS … the annual 12 Miles of Christmas training run on Christmas Eve morning. Upwards of 700 people attend the free event, which includes technical T-shirts from Brooks, a 100-item raffle, drinks, music, a private sale and a toy drive for the Joe DiMaggio Children’s Hospital. “When people have something worthwhile to give back to, they’re more apt to join in.” THE PANDEMIC TESTED … Grant’s resolve, but she and Runner’s Depot endured. The doors remained open, employees were active and the challenging environment stimulated fruitful practices, such as fitting appointments and same-day local delivery, which have propelled Runner’s Depot. “There wasn’t a roadmap to follow with the pandemic, yet we came out even stronger.” GRANT HAS NO INTEREST … in slowing down. “I’m still looking to open new stores and improve what we’re doing. There’s no complacency here.” It’s an entrepreneurial lesson she learned the hard way. In the printing business she owned with her ex-husband for 18 years, the success came fast and furious, and the couple relaxed. Competitors came in and gobbled up share. “I realized you have to stay sharp and adapt.” WHICH IS WHY … Grant calls 2024 a “refresh year” at Runner’s Depot. She plans to upgrade stores, update the company’s digital presence and elevate staff training. “It’s time to reinvest and ensure we’re a modern operation.” SHE ALSO WANTS … to sharpen efforts to grow the local running community. “People are aging out and moving away and we need to consistently bring people into the fold. We can’t wait for runners to come to us. We need to create runners.”

runninginsight.com

HER 24-YEAR RUN SPECIALTY CAREER IS … built on purpose. “It’s rewarding to help people. We tell people here, ‘Just like Cinderella, one shoe can change your life.’”

runninginsight.com

ANN RINGLEIN, LINCOLN RUNNING COMPANY, LINCOLN, NE

SHE IS ... Ann Ringlein, the manager at the Lincoln Running Company (LRC) in Lincoln, NE. Ringlein has been LRC’s manager for nearly 40 years. A COMPETITIVE RUNNER … Ringlein’s immediate goal at LRC was “to get everyone in Lincoln running.” Over the years, she’s eased that mission, largely driven by a hearty appreciation for the store’s client base and their personal goals. “As I got older and slowed down myself, I understood this more and I’ve definitely calmed down on how much people should run or what’s necessary to train for a marathon.” AS A RESULT … Ringlein has embraced beginning running and walk-to-run programs at LRC. Her goal today is to help people pursue their own fitness journey. “If I wanted people to be healthier, then I had to meet them at their level.” HER FAVORITE STORE PROGRAM … continues to be LRC’s longstanding Beginner’s Luck running program. The eight-week introductory program, which has featured as many as 200 session participants, includes guest speakers and a team of volunteer coaches guiding newbies every step of the way. Ringlein, it’s worth noting, issues specific guidance to her volunteers: wear longer shorts and T-shirts, not split shorts and a sports bra. “In looking more like our participants, we increase their comfort level and reduce intimidation.” DURING THE PANDEMIC … Ringlein kept herself and the LRC team active. She delivered shoes on her bike. Employees painted the backroom. She also opened the store’s doors as early as 7:30 a.m. to accommodate any customers who wanted to minimize exposure to others. “We put in the extra effort and that’s what differentiates us in a world where great customer service is largely disappearing.” SHE DOESN’T FEAR … the Internet. “If running stores can’t pull people away from the Internet, then I don’t know what can. You have to be comfy with what’s on your feet. To touch it, feel it and work with experts who can share tips and stories is our real advantage and something we work hard to promote.” ATOP HER AGENDA … is to get more people moving, including bringing Healthy Kids Running to Lincoln and growing the Lincoln Marathon. “If we maintain a lively racing scene, it only helps the retail business.”

runninginsight.com

SHE IS MOST PROUD OF … LRC’s longevity. “We treat the walker as important as the Olympic Trials runner. You want to make people smile and feel good about themselves and that’s at the heart of what we do here.”

runninginsight.com

Women Who Run This Business

World-Class Juggler Tamara Hills muses on her role as Jim Weber’s right hand at Brooks Running. / By Cregg Weinmann

t is easy to imagine that Brooks Running is a busy place and the woman at the center of the maelstrom is the right hand of CEO Jim Weber — chief of staff Tamara Hills. Her 20 years at the brand shows some staying power, and why not? Most of us would find a position at a major running brand a dream job. My 20-year association with Tamara has been cordial and professional, her warmth and concern have served her well, and her ability to keep all of the “balls in the air” rivals the skill of those enviable circus performers. Running Insight presents a look behind the scenes of a top running brand.

relatively new across mainstream business and no two chief of staff job descriptions are the same. So what is the description at Brooks?

As chief of staff I leverage my comms background daily as I shape and guide executive and enterprise communications. As well, I manage our relationships with our parent company, Berkshire Hathaway, and our Brooks Board of Advisors. This includes directing regular meetings, reporting and other engagements throughout the year. I also have an opportunity to sponsor and/ or direct special projects that involve or originate from the Office of the CEO. Lastly, because of my background and tenure, I am often engaged in work related to Brooks’ values, culture and brand evolution.

How did you come to be at Brooks?

I joined Brooks in 2003 as corporate communications manager. I had previously worked nearly a decade in PR firms supporting several consumer businesses in various industries. The agency environment was fertile ground to learn and grow, but my goal was to someday work in-house for a company and on a brand that married my professional and personal interests. And Brooks fit that description for you?

Brooks was (and still is) that dream opportunity. When I joined, I was primarily responsible for public and media relations and all internal and executive communications. I reported directly to our CEO, Jim Weber, as the VP-marketing role was vacant. That arrangement offered me great visibility across the business and a feel for the rhythm of the Office of the CEO. In 2010, Jim asked me to join his office as chief of staff. What background did you have in the running arena before working at Brooks?

I was an athlete in my youth — played softball and volleyball. When organized 28

runninginsight.com

Tamara Hills has been at Brooks for more than 20 years and has seen many changes in the business as a whole and at Brooks during that time.

sports ended after high school, I picked up running to stay in shape. I could barely make it around the block in those first days. But my physical endurance grew quickly, as did my reliance on running to help keep my emotional and mental health in check. How did that help when you joined?

When I joined Brooks, I’d never worked in the running industry, but I was logging miles six days a week. I understood running, runners and the many benefits of simply moving forward — right foot, let foot, repeat. What are your job responsibilities and the strengths you bring to your job?

I am often asked, “What do you actually do at Brooks?” The question makes me chuckle, but I respect it as the chief of staff role is still

How have your ideas been incorporated with your job responsibilities?

I am fortunate to have had the opportunity to influence and drive impact alongside other senior leaders from the moment I joined Brooks. Today, I am expected to unite people across the organization by helping to keep them informed, engaged, aligned and moving forward in service of Brooks’ purpose and strategic focus areas. Because I sit alongside the CEO and at the executive table, I get a full scope of what’s happening across the global business and can help shape our path ahead. What has been your biggest impact, your proudest moment?

My proudest moment occurred in 2018 when the Special Olympics USA Games came in Seattle. Nearly two years prior, the organization’s CEO approached Jim Weber and me with the opportunity to get involved. The USA Games had never taken place in a

Albert 2 Pro The Ultimate All-In-One Foot Scanning Solution • Generate Add-On Sales • Collect Unique Customer Data • Create an Enhanced In-Store Experience Learn More at

AetrexTechnology.com

Tamara Hills: World-Class Juggler (continued) performance. There’s so much fantastic product in the market today. We certainly agree with all of that. Has anything remained the same?

What has remained constant over time – no matter what’s going on in the world – is the power of the run to improve and even transform people’s lives. For nearly 25 years, Brooks has been solely focused on introducing more people to this power. While our playbook has evolved, Brooks’ purpose remains steadfast. Brooks’ growth has been tremendous. What are some of the contributing factors? Hills (center), here with Brooks colleague Jess Lyons and CEO Jim Weber, feels her perspective as a female at the company has contributed to its success.

metropolitan city and was set to be televised for the first time on ESPN. It would welcome 4000 athletes and coaches, 10,000 volunteers and 550,000 spectators onsite and via ESPN. Wow, quite an opportunity — and challenge.

It was a huge stage to introduce our brand to others and celebrate the transformative power that Special Olympics and sports have on the lives of individuals with intellectual disabilities. I was given the reins to develop a full partnership scope and negotiate terms for Brooks to become the USA Games’ sole partner in the athletic footwear/apparel category. I then assembled and led a cross-departmental team to plan and execute a robust program, including storytelling through marketing/media, experiential onsite activation/engagement, development of a limited-edition 30

runninginsight.com

shoe and apparel collection that included a charitable giveback, and delivery of several hundred volunteers throughout the competition. It was an incredible honor to lead and participate in an effort that galvanized the entire Brooks organization and community around the power of inclusion in sport. What changes have you seen during your time at Brooks?

How runners find, shop for and purchase brands has changed dramatically with the rise of digital. Two decades ago, Brooks did not have an e-commerce site, social media didn’t exist and influencers were essentially limited to professional runners, coaches and the person working the floor of your local running store. Innovations in materials and manufacturing have been game-changing for performance running shoe production and

Jim Weber talks a lot about constancy of purpose. If you change who you are and what you’re focused on as a brand, employees and customers will struggle to understand and follow you. Brooks has had incredible constancy of purpose. But purpose alone doesn’t drive growth. How do you feel that your perspective as a woman has influenced Brooks’ success?

It is a widely held belief at Brooks that inclusive, diverse teams create the best outcomes over time. As it relates to gender, as of the end of 2023, 52 percent of our total global team identified as women, and Brooks’ focus on developing women leaders has resulted in women holding 50 percent of the roles at the manager/supervisor level or higher. Impressive and inspiring. How about in the business as a whole?

In the r unning category at large, there’s also an even

split between men and women in terms of participation. But instead of targeting runners in a gender-focused way, we find greater resonance and relevance when we engage people around running motivations, which transcend gender. As such, my perspective is heard and valued at Brooks not because I am a woman, but because I understand our brand and the transformational power running can bring to all. How are you able to integrate your job with your personal life?

Balancing work and life can be challenging for many. But our brains, bodies and hearts don’t come with alternate SIM cards to swap in/out as we shift between work and home. So for me, the pursuit is not work-life balance, but rather a work-life blend. How so?

Every family makeup is unique and mine is exceedingly so as my oldest son has an ultra-rare neurological disorder that significantly impacts his global development and requires skilled medical support around the clock. From the moment he was born, Brooks has given me the flexibility I need to prioritize his care and appointments when necessary. While he cannot stand or walk independently, he loves to move through space with the breeze in his face. My husband and I dreamed of pushing him in a marathon someday. At 17-years old, my son has now completed nine full marathons as a riderathlete. Many Brooks employees have joined us in these journeys, lending their time, energy and hearts to the effort. It truly takes a village and the team at Brooks is a pivotal part of mine. n © 2024 Diversified Communications

If it’s not functional, it’s not Vooray. Not your average gym bag. But then Vooray is anything but average. Designed to take you from workout to weekend, race to brunch, our Spring collection brings new styles to retail.

New account? Get started here.

Shop the collection.

Women Who Run This Business

Pushing the Pace As Merrell seeks inroads in performance running, Lindsey Lindemulder aims to build momentum. / By Danny Smith

hen it comes to footwear, Lindsey Lindemulder has her ears – and eyes – to the ground. As VP–brand marketing at Merrell, Lindemulder steers Merrell’s overall brand strategy, tasked to understand both the consumer and how Merrell can be an enticing solution. It’s become a more dynamic task over recent years as people engage with the outdoors – and outdoors products – in new ways. More and more, for instance, Lindemulder sees people hitting the trails in sneakers and trail running shoes, not traditional high-top hiking boots. While an undeniable positive for Merrell, an outdoors brand since 1981 that’s been earning significant buzz in the performance running world of late, it’s a reality other footwear brands recognize as well, forcing Lindemulder to be even more intimately attuned to what’s around the bend to ensure Merrell’s competitiveness. “We want to be a part of peoples’ lives day in and day out,” she says. To accomplish that, Lindemulder and Merrell look to capitalize on three growing trends in performance footwear, particularly trail running footwear. TREND #1: THE CONTINUED MELDING OF FUNCTION AND FASHION

Many an old-school run shop reminded customers verbally, if not with in-store signage, to avoid buying running shoes based on color. These days, such a suggestion is wishful thinking. Today’s consumers want to marry fashion and function and they expect brands to deliver on both fronts. “It feels like a new non-negotiable for consumers,” Lindemulder says. Trail gear, for example, was long associated with browns, greens and other dark, often uninspiring colors. Category leaders 32

runninginsight.com

Lindsey Lindemulder joined Merrell’s parent brand, Wolverine Worldwide, in 2008. After a four-year stint as senior brand marketing director at Merrell, she was appointed VP-brand marketing of the outdoors brand last November.

and upstart brands, however, continue pushing aesthetics on high-performance, dialed-in trail running footwear to deliver product that looks as well as it works. To wit, Merrell’s recently released Agility Peak 5, a signature trail shoe for the brand, features a crisp white colorway called “Cloud” on the men’s side as well as a vibrant yellow-and-red option (HighRise/

HighViz) and a bubbly royal blue-andorange combo (Tahoe/Cloud). TREND #2: TECHNOLOGICAL ADVANCEMENTS KEEP COMING

To energize and entice customers, Lindemulder expects technical advancements to continue propelling performance running footwear.

While plates – carbon fiber, TPU and the like – have been all the rage of late, footwear brands will continue to innovate in numerous ways, from foams to materialization to breathability and so on, to push boundaries and hit lofty goals for fit, function and fashion. The ongoing campaign for technological innovation in footwear also positions brands to earn a share of the consumer’s tightening wallet, Lindemulder says, as individuals are more likely to spend on products offering something new or highly differentiated as well as versatile. TREND #3: EVOLUTION OF GORPCORE

“Gorpcore” first entered the fashion lexicon around 2017, a term to describe “the hallmarks of camp gear into [everyday] wardrobes,” according to a story in New York magazine. Think puffer jackets, fleeces and hiking boots walking down a Brooklyn side street or across the college quad. Outerwear designed for outdoor recreation found a home in streetwear. And here it stays, albeit evolving, says Lindemulder. In footwear, the r ushing Gor pcore t rend is dr iving footwear brands to deliver product that is lively, ontrend and fashion forward. It is also positioning run shops to cultivate new potential customers, many of whom m ight never touch a t ra i l with their new kicks. Such realities are likely to push Gorpcore in new directions as mainstream acceptance of the look swells. n 33

runninginsight.com

Forget the browns, greens and other dull colors of past trail footwear. As Merrell shows with its recently released Agility Peak 5, lively colorways are becoming commonplace.

Women Who Run This Business

A Run With …

LINDSAY HOUSMAN

Founder and CEO, Hettas

indsay Housman’s career has been quite transitional as she has moved through different departments and roles as a way to explore her interests. She started out in finance as an accountant, then branched out into consulting, operations and technology roles. Tech has been the throughline for her, though, and she says it’s what fits her personality best. While getting Hettas off the ground, she has also been leading the IT department at a purpose-led retail brand in Vancouver. Interestingly, Hettas is actually a combination of the names of her two twin daughters. Her role at Hettas … As founder and CEO her day-to-day consists of doing whatever needs to be done — from packing boxes to fundraising. The company still has a small team, so she remains involved in all different departments. “I like being scrappy and problem solving with others,” she says. “Mostly, I love building teams and finding the right people to partner with across the business.” The “elevator pitch” on Hettas … Hettas designs performance athletic footwear from a female perspective. They do this because athletic shoes have largely been designed, researched and tested for men and the founders fundamentally believe that if you consider design from a female perspective, you’ll end up with a better product for women — one that will positively influence performance and longevity.

them to be subjected to inequality around funding, research and understanding, which is the current reality,” Housman says. “I saw an opportunity to build a purposeful brand that could make a difference from both a product and societal perspective.”

The inspiration for forming Hettas … Her daughters. “I want their life-long experiences in sport to be different. I don’t want

The thinking behind the product … Housman also knew she wanted to create an athletic brand, because sports do so

runninginsight.com

much for confidence, mental health and leadership skills. Young girls tend to drop out of sports at a higher rate than boys, so that furthered the cause for her. Footwear became a natural avenue because she was experiencing issues buying shoes for herself and once she became aware of how the industry has historically designed, researched and tested shoes for men, the path for Hettas became clear.

know much about running shoes – about the materials or how they were made – and Doug is “a seasoned shoe dog.” Attracting more women to run specialty … For retailers and entrepreneurs, she feels the industry could focus on being more receptive to new products. For executives, it comes down to policies and offering flexibility for women who are still responsible for a tremendous share of the caretaking — whether that’s childcare, pet care or parent care. For running events, make sure they’re attractive to both women and men. If they’re at night, create a supportive and safe environment for them to come.

A woman in run specialty … “I consider myself an entrepreneur in the athletic footwear space and specialty retail as one of Hettas’ most important channels,” Housman explains. “I think being a woman and having daughters has influenced my perspective as a business owner, in that I notice things that others might not.” For instance, she says she is conscious of the impact language has in athletics because she has seen her daughters spoken to differently because they are girls. “So, using supportive, equitable language may matter more to me than someone else who’s an entrepreneur in this space.” Her mentor … Housman had an impactful boss earlier on in her career who was very clear 35

runninginsight.com

on his values. “He always told me, ‘Health is first. Family is second. Work is third.’ That influenced me to get clear on my priorities, which has helped me choose value-aligned projects and ultimately live a more fulfilling life.” Other mentors … Housman also says that Hettas’ marketing advisor, Julie, has been hugely supportive of her over the past few years. Since Housman’s background is very operational, financial and technical, having Julie as a mentor from a brand perspective allowed her to take this vision and make it relatable. “It’s now an entity that can live and breathe on its own and I couldn’t have done that without her.” Also, Doug, their product partner, has had a big impact as well since at first she didn’t

A women’s perspec tive … “I’ve always been a fan of having teams with unique work arrangements that suit their lives outside of work — whether it’s someone getting their psychology degree or taking care of their kids. I get that people can only be happy and feel fulfilled at work if they feel happy and fulfilled in their life. I think part of that is because I’m a woman with multiple responsibilities who is figuring out how to balance it all. I also appreciate that life’s logistical responsibilities fall predominantly on women. To me, this creates a necessity for delegation and time management as a female entrepreneur; I have to be able to decide when something needs to be done at 100 percent or if 80 percent is good enough. Advice for retailers … To reach female customers, retailers need to talk to them, she feels. Get into your community,

organize focus groups. People want to share their opinions. Advice for other women … “I’d start with getting clear on your values and your skills and once you accept that there are things you’re going to be good at and things that won’t come as naturally to you, you can surround yourself with the people who will help you close the gaps,” Housman says. “Needing support is not a sign of weakness. I think for women, it’s common to have that imposter syndrome, which can make it harder. No matter what you do, if you’re super clear on your strengths, it’ll help balance out any of those doubts.” Her running routine … Housman labels herself a casual runner these days and launching Hettas has inspired her to start running again. “I’m never going to do marathons, but I’d love to get into track workout sessions and find a comfortable chatting 5k pace, so that I can join in with the run clubs in our community.” Hettas in 2024 … Housman is most excited about engaging with the company’s community through Run Club Series and developing partnerships with specialty stores. They are bringing on Dave Shelbourne, who was with New Balance for 34 yea rs and built out their U.S. and Canada specialty retail. “It’s a partnership we’re super excited about since our plan is to grow in a more grassroots, on-the-ground way. Our focus really isn’t DTC; it’s being out where the community is.” n © 2024 Diversified Communications

Women Who Run This Business

A Run With …

SUSAN CLAYTON

CEO, RunMitts Who She Is ... Susan Clayton is an inventor and is now CEO/Everything of RunMitts, the second company she started. She co-owned a hair salon for more than 25 years and that closed in 2022 so she could concentrate on her own dreams. She felt she needed to be more present with RunMitts to grow the business. She is the youngest of two — her brother is an oral surgeon and they were raised by a single mom who “gave us the drive to be successful no matter what challenges we faced.” The RunMitts elevator pitch: As a running coach, our founder could never find mittens that kept her fingers and thumbs warm, so she invented one. WhitePaws RunMitts are patented, convertible, thumbless on purpose with an inside heat pack pocket, providing warmth in motion. Inspiration behind RunMitts … “I was a coach for an organization called Back on My Feet. We met at 5:30 a.m. and in the winter and I could never find mittens or gloves that kelp my fingers and thumbs warm, so I invented one.” After she was awarded a patent, she decided to start RunMitts, LLC and build the business. Her Mentor … Clayton says she has had so many mentors because she was completely out of her realm when she started RunMitts, but there is one person she goes back to time and time again. 36

runninginsight.com

“It’s hard to say whether I bring a different perspective to the business because most of the founders I am around are BIPOCs and since we have not had access to opportunities, we bring a different thought process to the way we approach business.”

“Jim Peterson has been there for me since the beginning and I still call on him for advice.” Run specialty and women … “I just came from The Running Event in Austin, TX, and there were very few women and of them, even less women of color in business ownership that I saw.” Attracting more women to run spcialty … Simple: Hire them and listen to them. A women’s perspective in run specialty … “It’s hard to say whether I bring a different perspective to the business because most of the founders I am around are BIPOCs and since we have not had access to opportunities, we bring a different thought process to the way we approach business. I think we are more grateful and more humble. I think we appreciate every little thing that we get and make the most of it.”

are too young or too old to start a new path. After all, she started RunMitts in her fifties because she came up with a solution to a problem she had while running and thought someone else would like them too. “Do it because you

truly love it and not that you will become a virtual sensation or an overnight success,” Clayton advises. “Starting a business can be extremely hard and a lot of ugly crying nights, but the rewards of successfully building a company

Advice for reaching women … Clayton says she received a great piece of advice from someone this summer and it was to lean into your female costumers. “They buy for the family, they look at tends, they shop more,” she was told. “I will buy something for myself and buy something for my partner as well. I know if I find something I like, I buy it in every color. A man will probably only buy one and it’s black.” Advice to other women … She tells women of any age to never think that they 37

runninginsight.com

is so incredible. Most of all, don’t not do something because you’re scared, don’t be afraid of failing.” Her running history … Clayton finds herself walking more now because she really likes running with people, but unfortunately for one reason or another her pace has gotten so slow. “I get intimidated running with a group,” she admits, but she does walk really fast. “So when I go out with groups and stick with the walkers. I want to get back into running more and I know I will.” Her 2024 goals … “I’m working hard to get into more retailers and run specialty stores in 2024. I was part of the REI Path Ahead accelerator program and I took 2023 to get the business more organized and have better processes, now I need to implement them. I just hired someone to help, it’s just been me and I can’t continue this way.” n © 2024 Diversified Communications

Women Who Run This Business

A Run With …

SARAH WEIHMAN Founder and CEO, Paradis Sport

Who She Is ... After playing D1 sports at Dartmouth College (field hockey and lacrosse) and majoring in Art History and English and minoring in French (all studies that certainly helped in the run specialty business!) and receiving a Master’s in architecture and landscape architecture at UVA, Sarah Weihman remains active running, skiing and hiking with my family, along with some paddle tennis and tennis. And, of course, as CEO running the company she founded, Paradis Sport. The “elevator pitch” on Paradis Sport … “We make the best performance underwear for runners, fit-tested by elite athletes and designed for all women, and made sustainably in the USA.” The inspiration behind Paradis Sport … When the active underwear brand she had been wearing for many years changed its cut and fabric, it no longer worked for her and she noticed many women ranting about the same issues in the reviews section of their website. So she tried every other brand and remained disappointed with the options and mystified that so little attention has been given to this product category. “Given my design background, I wondered if we could design a better product for women,” she says, so she found a talented designer in Vermont who has decades of industry experience and together they surveyed hundreds of current and former D1 athletes. 38

runninginsight.com

The result … After seven prototypes and two years in development, Paradis Sport launched its first product, a seamless bikini, and has been adding new products, ambassadors, colleagues and collaborators ever since. They were particularly thrilled when marathon and ultrarunners told them that their seamless bikini does not chafe over miles and hours of training. “It wasn’t something we had on our radar, so this was so

exciting,” she says. “Runners really love our products.” The TRE23 success … Weihman points out that Paradis Sport was the only women’s underwear company with a booth at The Running Event in Austin last year — there were three men’s underwear companies there. “We feel really strongly that female athletes need and deserve great underwear so they can

focus on their sport, not their underwear,” she says.

Her running routine … Weihman loves to run and have been running since she was in fourth grade when her PE teacher had everyone run a mile every day (thank you Mrs. Willman!) She ran the half-mile and mile for her middle school track team before switching to lacrosse. Now she runs five days a week when I can – usually four-to-six miles, sometimes on trails in the woods with her dog Penny and always hills. “I love the mental health benefits of getting my heart rate up and clearing my mind.”

A woman in run specialty … Before starting this company, Weihman was surprised to learn that most active underwear for women is designed by men. But she understood that this made sense given how poorly some existing products fit women. “We have a woman at the design helm of our company and are committed to fit-testing our products with female athletes - many of whom are elite and pro athletes - to ensure the best fit and function for all active women,” she stresses. Her mentor … “So many people have helped me and continue to help me,” Weihman says, explaining that she has reached out to people who know more than she does in the areas of business, marketing, sales, product design and PR and so many people have given her great advice and feedback. She points to her “amazing” team. COO Abigail Adams helps everyone stay on task with operations and wholesale accounts, runs ultras and has even jumped in to model in photoshoots. Pro cyclist Laura King recently joined the team and is already providing marketing insight and guidance and is spearheading the brand’s ambassador program when she’s not out training or competing. Interns Bella, Emma, Neive, Tamer, Boo and Lucy have helped shape branding from day one. “All these women 39

runninginsight.com

are my mentors,” she says. “My mom is one too. She is one of the hardest working women I know and always focused.” Run specialty and women … “Running as a sport has a great equalizing component — there is no contact, and you just need shoes to do it. It is so pure. Women and men can train together and compete together.” Attracting women to run specialty careers … Weihman believes it would be nice to see more funding opportunities for women in this and any industry. According to a Gusto study, women made up 49 percent of entrepreneurs in 2021, but only two percent of venture capital investment went to female-founded start-ups that year. “More funding for

women from grants, angel investors, VC’s and private equity, please.” Advice for selling to women … Weihman urges retailers to carry products designed for women. Ask female customers what they want to see in your stores. Carry brands (like Paradis Sport) that have a strong commitment to the environment. “And remember that 85 percent of all consumer purchases in the U.S. are made by women, so it’s worth your while to listen.” Advice for other women … “Don’t be afraid to seek advice from contacts and colleagues in areas of the business where you need help,” she says. “I have found so many people to be incredibly helpful and generous with their time and knowledge.”

Paradis Sport in 2024 … The company is launching Norway-inspired colors for its seamless line in March and is working on a boyshort. They also want to continue to sell through more run specialty stores and sell at more marathons and ultras. She is also very excited about partnering with Run the Alps, an organization based in Chamonix, France. that offers guided trail running trips. The brand has several special connections with Chamonix — it is named after Marie Paradis, the first woman to climb Mont Blanc, and they donate through 1% for the Planet to CREA Mt-Blanc, a non-profit that studies alpine ecosystems to better understand the effects of climate change. “All of our team members are excited about welcoming some amazing ambassadors to our program, including some runners, and we can’t wait to see our community grow.” n © 2024 Diversified Communications

Women Who Run This Business

A Run With …

BRITTANY COLEMAN Founder and CEO, ToughCutie Who She Is ... Brittany Coleman started her professional career in something totally different than run specialty — a college advisor helping low-income, firstgeneration students get into college. She was a public policy major and thought she was going to end up in education policy, but one day she ended up going to business school and now likes to think a lot of those same values persist as she sees her business as a force for good. Her role at ToughCutie … Coleman is the founder and CEO, but as with most small business she does any and everything to keep the brand running — attending tradeshows, running clinics, working to design its products and creating social media posts. The elevator pitch … ToughCutie is a premium women’s outdoor sock brand that integrates technical features with performance fibers to create products that support women from the ground up. (Its socks were voted most comfortable and best weave for their design in Outdoor Life.) Established in 2019, ToughCutie is a certified women-owned and minority-owned business. The inspiration behind ToughCutie … Over the course of her career, which included leadership and analyst positions for several outdoor and active lifestyle brands, Coleman became increasingly frustrated as she noticed male-run product development and research teams not understanding women or including 40

runninginsight.com

them in the decision-making process. “I founded ToughCutie to change that.” Her position in run specialty … “I see myself as a professional in the running industry as my focus has always been on elevating women in the shoes we fill, running shoes being one of many.” Her mentor … “So many mentors! When they say it takes a village to raise a child, well ToughCutie is my baby and that applies in so many ways here.”

Women in run specialty … Clayton believes it is possible that running feels more accessible than perhaps other types of activities since most of those involved in it have grown up doing it, so some of the barriers that people may face in learning how to run do not exist as they do in other spaces. Her philosophy on running. … As far as activities go, she enjoys the sport because it is easy to get started and easy to come back to if you lapse. Anecdotally, she also does not hear as

Photo: Whitney Whitehouse

Advice for selling to women … The first step, she believes is to create opportunities for meaningful connection between women through running. “It’s no secret that our country is facing a loneliness epidemic and at the same time, as women, we rely so heavily on our girlfriends for connection,” she explains, so one thing she would be trying to figure out as run specialty retailers is how to offer an experience to women that solves both of those problems – that gets women together running and building relationships. “The sales will follow.”

many women talking about feeling imposter syndrome in the run specialty space compared to other industries that may require more specialized gear or knowledge to even get started. Attracting women to run specialty … “I love it when I see dedicated spaces in stores that highlight and curate women-owned brands,” Coleman says, because it sends a clear message about who they support and what they value. “Just like consumers choose places to shop and what to buy based on their values, talent increasingly is following suit,” she adds. “So making your values obvious can help the industry stand out.” 41

runninginsight.com

One wish … “I would love to personally attend a run specialty networking event or retreat to be able to meet more professional women in this space and learn about what each is doing in their respective domains. Creating opportunities for those of us in the space to meet each other would also go a long way.” A women’s different perspective ... Coleman believes that every individual brings something different to the table regardless of gender. “The biggest differentiator I bring to the table is my belief system that women deserve just as high quality and attention to detail to products made for us,” she says.

Coleman believes that every individual brings something different to the table regardless of gender. “The biggest differentiator I bring to the table is my belief system that women deserve just as high quality and attention to detail to products made for us.”

Advice to other women … “Embrace uncertainty and find ways to lead with your values. People will tell you it’s not possible, but stick to your guns and it will all work out.” Her running routine … Running is one of many things Coleman does to stay active, but she admits she is still chasing that runners high she keeps hearing so much about. ToughCutie in 2024 … Coleman and her team have been working hard on their women’s run sock and is looking to introduce it to more run specialty accounts. “As a business owner, have so much respect for those of us still in the game because it is not easy,” she says. “I hope to meet other owners and form lasting partnerships.” n

Women Who Run This Business

The Women of TRE Get to know the eight women behind the success of The Running Event and Switchback at TRE.

his special Women Who Run This Business issue of Running Insight would not be complete without featuring the Women Who Run The Running Event! The seven women featured in these following pages make the industry’s

THE BOSS CHRISTINA HENDERSON Event Director and Publisher

largest and most important trade event run — from show management to education to marketing to social media. While of course there are quite a few men involved in the success of TRE – including the editor and writers for Running Insight as

Your work background … This will be my 10th year working with The Running Event. I’ve built my career in this industry and I consider myself incredibly fortunate for that. The people in this community have shaped how I view the world and there isn’t a stronger group I could have grown with. Your role at The Running Event/Switchback … I lead The Running Event, Switchback and Running Insight team. Your favorite part of the job … I’m passionate about fostering connection. I believe powerful things happen when you gather people. Our role is unique in that we get to learn and create positivity in two industries — the run specialty industry and the trade show industry. What we learn from the run specialty community then influences how we support other industries. Run specialty has influence beyond what it even realizes — and it’s all possible because of the passion and hard work of this team. Lessons from run specialty … I have learned so much. The biggest thing is the importance of being able to adapt. Things rarely go as planned and I’ve seen the run specialty community step up and overcome change and challenges. They rally together and always come out stronger. Something our readers should know about you … Running has played a major role in my life. I started running in the sixth grade, it led me to New York City where I attended college, it has cultivated most of my friendships and it continues to frame how I approach any opportunity or challenge. There’s not much I believe in more than the power of running and the community that surrounds it. 42

runninginsight.com

well as Glenn Dulberg and Daemon Filson on the sales side – there’s no disputing the impact these women have on the success of TRE every year. So here it is our pleasure to present the Women Who Run The Running Event in their own words.

THE VETERAN BETH GORDON Director of New Business Development Your work background … Outdoor Retailer: Director of Sales; World Shoe Association: Director of Sales; Formula 4 Media: VP–Sales; Contractor for MAGIC and TRE Your role at The Running Event/ Switchback: I handle sales for The Running event and I am responsible for the launch, development, and growth of Switchback at TRE. Your favorite part of the job … Enjoying quality time with industry friends and those I’ve known for over 30 years Lessons from run specialty … The importance of passion and inclusivity and how much everyone in the industry wants to see each other succeed. Something our readers should know about you … I’ve completed four marathons and several cross-country bike rides. Now, it’s all about horseback riding, Peloton workouts and I’m currently learning to golf, which is arguably the hardest activity, ever.

Save the Date!

The Running Event 2024 NOV 19-21, 2024

Austin Convention Center | Austin, TX

Stay in-the-know about TRE 2024 by following @therunningevent on social media.

The Women of TRE (continued) THE MARKETING GURU GENAE SALINAS Marketing Manager Your work background … Since graduating college, my professional experience has been in the marketing world. I started out at a tech company in the Washington, DC area; next, I accepted a role at a news organization within their branded content team. After a couple of years, life took me to Portland, ME, which led me to Diversified Communications — the company that owns TRE. And here I am, five years later! Your role at The Running Event/ Switchback … Anyone reading this who is also in a marketing role likely knows “marketing” tends to be a catch-all for anything from public relations to graphic design, content generation, website management and more — which is likely why I enjoy it so much. My role with TRE is no different: each day brings something new, and I’m constantly switching between creative projects, big-picture strategy

and smaller tasks. Ultimately, my role is to support, promote and share the value of TRE with retailers, brands, media and more. Your favorite part of the job … Three things. First, the incredible team I feel lucky to work alongside each day. Next, the rare opportunity to combine a personal passion with my professional work. And finally, the inspiring people who comprise the running and outdoor industry — and getting to see them each year at TRE. Lessons from run specialty … Resiliency. Running is a sport that requires so much resiliency. That carries over into the running industry, especially on the retail side. We saw it during the pandemic, we see it when stores’ communities are facing challenging times. The people within run specialty seem to always be asking themselves “how can we be better?” Being surrounded by that mindset and approach has been invaluable. Something our readers should know about you … I love connecting with people and finding ways to grow and support the running and outdoor community. If you have ideas — get in touch. Outside of work (and running, of course) you’ll find me hiking, reading, cooking and traveling.

THE DANCER CAITLIN EWING Conference Manager Your work background … My background is quite diverse. I danced professionally with numerous contemporary dance companies and taught at many boarding schools and universities for about a decade. I eventually shifted into New York City hospitality where I ran the iconic Odeon restaurant in TriBeCa for six years. From there, I moved into a strategic planning role for conferences a couple years ago and have been really enjoying my work with Diversified Communications over the last few months. Your role at The Running Event/Switchback … Conference Manager Your favorite part of the job … I get to learn from subject matter experts all the time. Lesson from run specialty … The community aspect stands out to me in a big way. And the passion. These people love running! Something our readers should know about you … 300M hurdles was my sport in grade school. I’ve run two half marathons. I enjoy epic hikes and yoga at this point. Dancing put a toll on my body over the years, but it was worth it.

runninginsight.com

GO FRIARS! EMMA GALECKAS Attendee Relations Coordinator

Your work background … Last May, I graduated from Providence College with a degree in Marketing. Go Friars! Prior to my involvement with The Running Event, I worked a handful of jobs and internships — from a devoted waitress for many years to a Retail Banking Intern, my diverse experiences have enriched my skills set and professional outlook. Your role at The Running Event/Switchback … I collaborate with our marketing team in crafting initiatives aimed at both drawing in new attendees and ensuring the loyalty of past attendees. My responsibilities extend to devising strategies that amplify attendee involvement before, during and after our events. Day-to-day I communicate with many of our attendees, answering questions and doing personal promotional outreach. Your favorite part of the job … Meeting all our wonderful attendees! Fostering these connections and relationships both online and in person has truly fulfilled me. I love being able to communicate directly with the attendees, especially in person at TRE. Make sure to say hello at TRE 2024! Lessons from run specialty … While working in the run specialty industry I have learned about the continuous commitment towards inclusivity. Runners have diverse preferences, styles and needs. Keeping up with innovations that cater to a wide range of runners, including causal joggers, marathon enthusiasts, trail runners and beginners ensures that the industry remains inclusive. It makes me so happy to see how inclusive our retailers are. Something our readers should know about you … I used to run track when was younger and now working in this industry has made me consider picking it back up. Being raised in southern Maine, I have the privilege of calling this beautiful state home. Outside of work, you’ll find me spending time with my family and friends, going to cycling classes and of course obsessing over my dog, Teddy — he’s a mix of 14 different breeds.

runninginsight.com

THE EVENTFUL ONE JULIE ROOPENIAN Event Manager Your work background … I have more than 15 years of experience in event management, most of it spent working for luxury fashion brands and magazines. I moved to Maine six years ago and started working for Diversified on many different tradeshows and conferences before getting the opportunity to become part of The Running Event team. Your role at The Running Event/Switchback … My role as event manager touches on a little bit of everything, so there’s never a dull moment! My focus areas are the planning and execution of all special events at TRE (trail cleanup, Indie 5k, receptions), programming for TRE managed areas on the show floor, strategic partnerships, and the Best Running Stores program and Industry Awards Dinner. Your favorite part of the job … Hand downs, the people. Not only do I get to work with the best team every day, but The Running Event community is one of a kind. I’m continuously impressed and inspired by the passion, dedication, and authenticity I’m surrounded by working with this industry. Lessons from run specialty … Maybe I shouldn’t admit this, but I knew very little about running and the running industry when I started working on TRE a few years ago. I’ve learned an immeasurable amount, but I think my biggest takeaway is less about running and more about people and business in general. I’ve learned from this group that you can prioritize your community, your employees and the industry as a whole without compromising the success of your business —something I never really witnessed before professionally. Something our readers should know about you … Outside of work I spend most of my time with my two-year-old daughter, Marlowe, and our cat, Goose. I love to get out and explore Maine (during the tolerable months), travel, and will never say no to a good margarita. Fun fact: I’m one of the few people on the team that isn’t a runner, but the peer pressure is getting to me! Maybe you’ll see me running the Indie 5k this year if my knees can handle it

The Women of TRE (continued) THE CONNECTOR HAILEY MORRILL Sales Coordinator Your work background … After graduating from the University of Maine last year with a degree in marketing and management, I started working with The Running Event. While I was in school, I had internships in both sports marketing and HR information systems. Your role at The Running Event/Switchback … It includes connecting with brands in order to coordinate sponsorships such as the new product showcase, the sock bar and private meeting rooms. Your favorite part of the job … Learning about and connecting with the running industry. At my first TRE this past November, I was blown away by the passion that both the attendees and the brands have for the sport and their business. Although I’m not an avid runner, being at the show inspired me to start integrating running into my own lifestyle. Lessons from run specialty … I have learned about the value that is placed in networking. TRE is not only an opportunity to connect

retailers and brands, but an opportunity for people everywhere in the running industry to gather to share ideas, catch up and ultimately learn from one another. I think this excitement to engage and connect makes the industry really special. Something our readers should know about you … This winter I have been enjoying skiing here in Maine, as well as trying new classes such as yoga and cycling. When the weather warms up, I am always up for a walk outside or sometimes even a run.

THE SOCIAL ONE MIKAYLA ZORDAN Marketing Coordinator Your work background … Before my time at Th Running Event I worked in various operational support, marketing and client service roles in the business consulting, ecotourism, hospitality, retail and higher education industries. I recently graduated from the University of New England with a degree in Business Administration, Concentration in Marketing. Your role at The Running Event/Switchback: I collaborate with our marketing manager, Genae Salinas, to develop effective campaigns and maintain brand consistency across the website, emails and social media. Working closely with the sales team, I craft impactful promotional materials too. Some of my day-to-day include managing the social media calendar, creating engaging graphics and content and writing emails — many emails. Actively engaging with the TRE online community, I contribute to growing our attendee database and assist with the seamless onsite execution of our marketing efforts. Your favorite part of the job … It is the opportunity to unleash my creative and collaborative side with the incredible team at TRE/ Switchback. It brings joy as we brainstorm and implement innovative ideas for effective marketing campaigns, striving to make TRE even better. Lessons from run specialty … What stands out is the remarkable passion people have for this field. I’ve come to appreciate the genuine care individuals demonstrate for each other. This industry is brimming with motivators, inspiring me to elevate my performance. Additionally, I’ve

learned that while the finish line of a race may appear distant, it’s the entire journey that makes it truly rewarding. The preparation for the next TRE begins promptly after the current year’s show concludes. Despite the initial sense of distance, the collective effort invested by everyone to enhance this event for the community is substantial. During moments of potential overwhelm, one crucial lesson from this industry is to savor the entire journey. Something our readers should know about you … Outside of work, I may not be a runner, but I am pretty busy! I am an avid skier; I grew up ski racing at the mountain down the road from my house in Connecticut. Since being in college and officially moving to Maine, I love getting to adapt these larger mountains as my “local” spot. I picked up golf in high school — the first match I ever played in I got a hole in one! Beyond that, I spend a lot of time at the beach in Rhode Island with my parents, hanging out with friends, doing yoga, cooking and watching sports, mostly football — Go Bills!

runninginsight.com

EXHIBIT AT The Running Event 2024 NOV 19 – 21, 2024 / AUSTIN, TX Get in early! Reserve your booth at #TRE24 today.

#TRE23 by the numbers: 1,499 retailers and event management professionals 314 exhibiting companies 148 media professionals

Join us in 2024 Contact your dedicated account representative or email info@therunningevent.com to get the conversation started.

Women Who Run This Business

One More Thing ... Hilary Topper’s book, “From Couch Potato to Endurance Athlete,” is an inspiration to all runners.

rom Couch Potato to Endurance Athlete” is the personal, somet i m e s p a i n f u l, b u t a lway s inspir ing, stor y of a woman wh o, i n h e r ow n wo r d s, wa s n o t “graced with superb natural ability.” But through perseverance, dedication and a collection of friends, family and

other supporters, this “back-of-the-packer” accomplished her goals. Running Insight met with Hilary Topper at The Running Event 2023 in Austin, TX, and came away impressed by her story. So much so that we read the entire book and felt compelled to share her final thoughts from the Conclusion chapter of her recently

We all wish the road would be easy and everything in our lives go smoothly. However, this is not always the case. The road will be bumpy. It’s how we handle it and the attitude we have that will either make it worse or make it bearable.

belief in yourself as a motivator to push forward. You can do it! Looking back on my year, it wasn’t a bad one. Yes, bad things happened. Bad things will happen. But as for training, I swam nearly two hundred miles, I biked nearly fifteen hundred miles and I ran nearly three hundred miles. I am happy and I am content.

I don’t know if there is a perfect triathlon or endurance event. Every time I read other people’s posts on Facebook with their race recap, it always sounds horrible. Yet, people endure. Think about what you accomplished. Although you may not be able to accomplish everything, or maybe you did, be proud of yourself for taking that step in the right direction. As Coach Richie had told me, “Don’t stress over the small stuff” and look at the big picture. You are doing this for you and no one else. If you want to run a 5K and that’s your big goal for the year, go for it. It’s an awesome goal! If you want to race in an Ironman triathlon and complete it, good for you! If you compete and don’t finish, it’s okay. You got to the starting line

runninginsight.com

published book, subtitled “Portrait of a Non-Athletic Triathlete.” Her words can inspire any runner – female, male, athlete, non-athlete, editor – to get off that couch and accomplish their goals. Here is her final message in her own words (edited for relevance and brevity for this One More Thing page).

When you look back, what did you do? If you got out there and ran a block, good for you! That’s awesome, keep it up. If you ran a half marathon or competed in a triathlon of any kind, that’s amazing. You are incredible. Continue to do great things. n healthy. That’s a huge accomplishment. And remember, there’s always next year. Look back and be proud of yourself. When I look back, I started as a non-athlete and now look at me. I’m a true endurance athlete, and you know what, I’m proud of myself. If you don’t have support in your life, use that lack of support and lack of

Retailers looking to put “From Couch Potato to Endurance Athlete” on their shelves CLICK HERE To reach Hilary: hilary@hjmt.com Hilary Topper’s blog: http://www. ATriathletesDiary.com.