Running Insight 4.15.18 by Running Insight

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Spartan and CRAFT Sportswear Team Up

partan, the 17-year old obstacle race and endurance brand, and CRAFT Sportswear, the premium Swedish endurance sport brand for running, cycling and Nordic Ski, are partnering in a new multi-year deal to bring specialized apparel and footwear to Spartan’s worldwide participants in 40+ countries. Spartan Founder and CEO Joe De Sena hopes the relationship with CRAFT, following a recent one with Reebok, will help attract some crossover athletes to the wide age-ranging sport and also bring it steps closer to a longer-term objective of becoming a recognized Olympic event. In 2011, Spartan changed its format to three different distance races—3-mile, 8-mile and 13-mile—each on military-inspired courses. This year, more than 100,000 kids will participate in Spartan events, De Sena proclaims. CRAFT, available in North America for slightly more than a decade, is pinning the Spartan relationship on broadening its market reach,

including through a product extension into footwear. Typically, a stronger performing brand in Northern Hemisphere markets, CRAFT already distributes its performance apparel and base layers in many top U.S. running stores. Starting in Spring 2019, CRAFT will introduce Spartan racers to a collection of OCR, Olympic-caliber apparel with Spartanspecific footwear. “The Powered By” line will be distributed at Spartan.com and Spartan events only after debuting in December 2018 at the Ultra World Championships. Subsequently for Fall 2019, CRAFT will have a network of strategic retail partners to carry the Spartan-specific apparel and footwear. Eric Schenker, CEO of CRAFT Sportswear North America thinks the Spartan-specific footwear, currently in development, will be the catalyst for the Swedish brand to expand into broader trail-specific footwear. n

Listen to a Sports Insight Extra podcast with Spartan’s Joe De Sena and CRAFT’s Eric Schenker discussing their new partnership sportsinsightextra.com/podcast.html

RUNNING INSIGHT ® is a registered trademark of Formula4Media, LLC. © 2018 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.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. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709.

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H S A R C R A C S E IV V R U S E R O T S RUNNING

he main branch of the Salt Lake Running Co. suffered minor damage last week when a two-car collision took place on Friday, April 6, sending one of the two cars crashing through the store’s front window while a packet pick-up was taking place inside the shop for the RUN SLC 15K. Fortunately, no one in the cars or the store was seriously injured. “Our amazing crew sprang into action, assisted the drivers, cleaned up the mess and we never missed a beat,” said store owner Guy Perry. The staff quickly put plywood over the damaged window, which customers turned into a live message board with comments about texting and driving and “hitting the wall.” “Everybody is okay, except the mannequin” Perry said. 4

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SLRC Patrons Leave Well Wishes and a Few Comments ... Get well soon! Red light... Green light! Crushed It! This isn’t where I parked my Car?! Wrong entrance, thanks for the race! Train harder so that next time you can outrun the car! Distracted Much?! Hang up and drive! OOPS! -red car

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HI-TECH FEATURES MAKE ORTHOTICS THE PERFECT RUNNING PARTNERS / BY NANCY A. RUHLING

IT’S A GOOD FIT The latest lines of insoles for runners are being driven by the Five Cs – Customization, Convenience, Comfort, Care and Cost.

Customization: Runners want orthotics that fit like a glove and give them a competitive athletic edge.

Brands are offering a variety of options, including heat-molded insoles, sports-specific styles and a selection of sizes, last shapes, heights, rigidities and widths. Several brands are introducing 3D printing and foot-scanning systems to get the right fit for the left and right foot every time. Others are taking a wait-and-see approach

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RUNNING INSIGHT

It’s a Good Fit (continued)

as more sophisticated and cost-effective high-tech solutions emerge. FootBalance, for instance, has launched 3D scan custom-molded insoles in Europe that are completed in 10 minutes. Soon, it will roll out its multi-material 3D manufacturing unit to U.S. retail stores. Convenience: Everyone’s in a hurry, even when things

Aetrex Speed Orthotic, $59.95

are done at a walk and not a run. Today’s insoles are designed to give a great fit that flows with each foot in a matter of minutes or even seconds. Retailers are realizing that it’s convenient for them and for their customers to buy footwear and over-the-counter orthotics as pairs. No trip to a second store or to a doctor’s office is necessary with the new variety of footbeds on the market. Tom Garlock, director of retail sales and marketing for Amfit, says that insoles give stores a chance to create a customer experience, where brick-and-mortar retailers can provide hands-on service in the footwear category. “From a consumer perspective,” he says, “it’s finding what best fits their specific needs, in their specific situation, where brand and cost are less of a consideration.” Comfort and Care: Foot health is of prime importance,

Spenco Total Support Original, $39.99

and insoles are designed not only to feel good – they have new materials that offer better underfoot function, moisture management, shock absorption, cushioning and gels and other features in key spots – but to take good care of the feet. Some of the styles target painful ailments like plantar fasciitis and over pronation and offer support, stability and motion control. Cost: Over-the-counter insoles are less costly than those

prescribed by a doctor and are a fraction of the cost of running shoes. Yet, they make a big difference in performance. As more high-tech features become ubiquitous, prices of over-the-counter footbeds are expected to decrease, making them standard equipment in running shoes. SOLE Active Wide, $45

Insoles and retail sales remain a good fit – the runner gets a better stride and the store gets a bigger sale. As the 2018 orthotics collections show, the five Cs have made the A-list. Aetrex’ Speed Orthotic, $59.95, designed primarily for runners, features the brand’s ExoFoam layer to promote high-energy return and maximize peak performance. The style, Aetrex’s most lightweight, has an antimicrobial film to keep feet healthy and clean and a strategically placed proprietary Lynco arch support to help biomechanically align the body. It comes in four styles.

Icebug Fat (8-mm thick), $46.95 each

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Amfit’s Precise Custom Insoles, $140, come in three styles – Sport, Work and Comfort – and are designed

RUNNING INSIGHT

It’s a Good Fit (continued)

Sorbothane Ultra PLUS, $59.95

Superfeet ME3D, $150

Orange Insole, Full Length, $38

for active outdoor enthusiasts and workers who are on their feet all day. From in-store scan to the foot, the fabrication process takes three business days. Currex’ new RunPro and CleatPro, $49.95 each, are all about custom comfort. Each has a different shape, arch height and flex. The left/right-specific insoles are dynamic – the arch support gives, acting like a spotter at the gym -and goes back to its original position after toe-off. RunPro features a Poron pad under the heel, Improved Dynamic Arch Support, forefoot rubber, a deep heel cup and a breathable, lightweight upper material. CleatPro, which has a low profile and tighter fit, is designed for cleated sports and has Super Neo Touch for stability and movement reduction. Icebug’s Fat (8-mm thick) and Slim (3-mm thick), $46.95 each, feature the brand’s patented ArchFlex technology that allows them to adapt to activity and body weight for optimal support and alignment. For a semi-custom fit, Icebug offers 10 sizes and three shapes of insoles that have a functional metatarsal pad to support the third arch across the ball of the foot, a low-friction top cover for comfort and hot-spot reduction and a patented area under the heel that reduces pressure on the plantar fascia attachment and centers the fat pad under the heel for comfort. The Fat features an extra layer of foam that molds to the foot. Icebug insoles are developed with Ortolab, the largest orthotic lab in Sweden. New Balance (Powered by FootBalance) Maximum 100% Custom Molded Insole, $80, is molded in-store in fewer than 10 minutes and has a unique left and right foot. It has D-200 silver ions and is high-abrasion, moisture-wicking and antimicrobial. Orange Insole’s Full length model, $38, has a deep heel cup, medial arch support and metatarsal pad.

New Balance Maximum 100% Custom Molded Insole, $80

SIDAS’ 3Feet Active, $50, is biomechanically constructed for the specific needs of the three main arch types – high, medium and low. Designed for runners, the insole has a bamboo top cover, an ethylene-vinyl acetate shell for support, an ethylene-vinyl acetate base for cushioning that is perforated for breathability, a forefoot pad for propulsion and a gel heel pad for enhanced cushioning. SOLE’s Active Wide, $45, is designed for runners, outdoor enthusiasts and workers who spend their shifts on their feet. Like the brand’s other footbeds, it is custom-moldable after 2 minutes of heating in the oven or through wear over four to five days. It comes in thin, medium and thick styles.

Footbalance MAX Custom Insole, $80

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Sorbothane’s Ultra PLUS, $59.95, pairs a custom composite stability system with the impact protection and cushioning of Sorbothane. Designed under a partner-

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It’s a Good Fit (continued) ship with industry experts and medical professionals, it also features a lightweight integrated arch, Sorbothane heel-impact protection, a deep heel cup, full-length Sorbothane cushioning and a Dri-lex fabric top cover. Spenco’s Total Support Original, $39.99, features the brand’s patented 3-POD Modulation System. The pods are positioned beneath key areas to alter the ground forces reaching the foot during activity. They are designed to reduce over-pronation and relieve the symptoms of plantar fasciitis. The insoles, developed by doctors, are designed for customers seeking semi-rigid support and motion control and for a variety of activities. Other features include a stability cradle, a custom ethylene-vinyl acetate layer, a low-friction antimicrobial top cloth, metatarsal arch support, a forefoot crash pad, a first ray drop zone and forefoot perforations. Guaranteed for one year.

Amfit Precise Custom Insoles, $140

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SIDAS 3Feet Active, $50

Superfeet’s ME3D, $150, is a custom 3D printed insole that is individualized to the wearer’s foot shape and gait pattern. It features five “tuning” zones that can be dialed up or down for flexibility, a 3D-printed Smartcap and an ultra-light aerospring sync foam that keeps feet fresh and energized. n

RUNNING INSIGHT

TECHNOLOGY GIVES INSOLES A LEG-AND-A FOOT UP

R O U N D TA B L E

THREE BRANDS TELL US WHAT’S IN THE WORKS / BY NANCY A. RUHLING

oot-scanning systems and 3D printing are creating a new, high-tech footprint in the insole marketplace. To understand their potential, we invited Aetrex CEO Larry Schwartz, Jim Wnorowski, product manager for Superfeet’s FitStation, and Charlie Malacaria, vice president of business development for Tekscan, to discuss their systems and the hi-tech trends driving the developments.

Larry Schwartz, Aetrex

Why did you develop this system?

Jim Wnorowski, Superfeet

Charlie Malacaria, Tekscan

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Malacaria: Tekscan has offered retail pressure-measurement systems for over 20 years, and they have evolved over time. As the retailers’ needs have changed, we’ve improved our systems to meet those needs. We’ve worked with both large- scale retailers and smaller stores to create customizable solutions that deliver results. The flexibility of our systems is essential to meeting the needs of footwear retailers no matter what their unique challenges may be. Schwartz: We set out to have one scanning device that can dramatically improve the fit and comfort standards at retail taking advantage of the latest innovations that have emerged in technology, including computer vision, machine learning, AI, 3D scanning and much more. We also wanted to create a solution for retailers to improve the experience they provide to consumers in-store and deliver them a high-tech tool to capture consumer data like

never before. Wnorowski: Today’s consumers aren’t shy about voicing what they want, and what they want is personal. Tomorrow’s consumers will expect these custom solutions. We developed FitStation to further deliver on our brand’s promise: to make a positive difference by shaping strong foundations, to both today’s and tomorrow’s consumers.

FOOT-SCANNING SYSTEMS AND 3D PRINTING ARE CREATING A NEW, HIGH-TECH FOOTPRINT IN THE INSOLE. We have been using 3D printing for prototyping for the last five years. But until the HP partnership, we didn’t have a solution we felt met our standards for consumer products. For decades, we set the standard for shape and fit. Our partnership with HP allows us to combine our expertise with cutting-edge technology to provide consumers and retailers with the most personalized footwear product on the market. This new platform is the future of fit and the beginning of a major shift in how consumers will experience footwear. This year we are expanding FitStation to 150 additional locations. In addition to running-specialty retailers, we are targeting outdoors and lifestyle stores. We wanted to be the first to create a mass-customized product – an insole – and we did it.

RUNNING INSIGHT R O U N D TA B L E

Technology Gives Insoles a Leg Up (continued) AETREX ALBERT

Aetrex’ Albert 3D scanning system, which was introduced in 2017, is in over 100 stores. In the 30-second, three-step process, the left foot then the right is scanned. Then they are scanned together. The scanner’s 18 digital cameras, 1,000 infrared LEDs and over 5,000 pressure sensors integrate the data and produce a pressure map reading, arch analysis and 3D simulations of the feet that highlight a variety of measurements, including length, width, girth and height. A Computer Vision component allows customers to view their feet from different positions in two or three dimensions. Through Foot.com, Albert integrates a comprehensive educational library and introduces the Foot Passport program, which uses machine learning and AI to offer custom-size recommendations for footwear.

ALBERT BY AETREX IS A 3D SCANNING SYSTEM NOW IN MORE THAN 100 STORES. What were some of the challenges, and how did you solve them? Schwartz: Where can I begin? There were many challenges to develop this technology, but fortunately we’ve been able to solve them all. The most pressing challenge was that shortly after the launch, we decided to change the camera technology to improve speed and performance. It’s not always easy hitting the pause button and delaying deliveries, but the results from the change in camera technology have proven to be well worth it. Wnorowski: FitStation has been in the works for three years. As it was a pilot, we only had 12 stores using it in the beginning, so the challenge was distribution. We didn’t

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THE PERFECT RUNNING SHOE. AND OTHER MYTHS. The Sensation 3

Truth is, there is no perfect running shoe. It’s pure fantasy. Because there are no perfect runners. There, we said it. Every runner runs differently — which is why our shoes use a foam that’s “alive,” able to last longer and adapt over time to the way you run individually. So does this make a great shoe? More and more people think so. But even we know perfection isn’t a shoe, it’s a chase. One that goes beyond your expectations.

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RUNNING INSIGHT R O U N D TA B L E

Technology Gives Insoles a Leg Up (continued) How do stores and customers benefit, and how does it affect prices?

SUPERFEET’S FITSTATION

With Superfeet’s FitStation Powered by HP, each foot is scanned separately. What’s the next step for Superfeet’s FitStation Powered by HP? Footwear, specifically running shoes by Brooks Running. Superfeet’s FitStation Powered by HP, which was launched as a pilot program with 12 running specialty stores in 2017, has sold more than 1,000 3D-printed custom insoles that are individualized to the wearer’s foot size, shape and gait pattern. The system uses a 3D HP Tiger 500-micron-resolution scanner, the highest resolution 3D model on the market, to measure each foot for length, width and volume via a 3D point cloud model that is generated from the scan. With the help of a sales associate, customers enter name, address and email into the system then get each foot scanned separately. They walk across a pressure plate several times, and an algorithm generates a kinetic profile that assesses pressure pattern, heel rotation, propulsion index and dynamic knee variation. Customers have three options. The system can: • Recommend a shoe and insoles the retailer has in stock • Create a Superfeet custom ME3D, 3D-printed insole • Soon, create fully customized footwear specifically tuned to the unique way the feet move The scanning process takes about 15 minutes. The insoles, which are $150, are shipped to either the customer or the store in one to two weeks.

SUPERFEET’S FITSTATION POWERED BY HP, INCLUDES A PRESSURE PLATE CUSTOMERS WALK OVER TO MEASURE GAIT. 18

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have enough users for a nationwide marketing program. That will change with our expansion this year. Malacaria: We recognize that most retailers have their own branding and are looking for creative solutions to enhance their brand presence without being tied down by third-party licensing or other limitations. To address this issue, we’ve developed a product that can easily be customized to match retailers’ branding. Anything from the colors and design of the mat to the software interface design can be customized to reflect the retailer’s brand guidelines.

Wnorowski: Consumers get a custom insole or, in the future, it will be a custom shoe as well as an insole. They are more empowered to make decisions because they have data about their feet. Because it’s custom, there is less time and money wasted on returns, which benefits the retailer, too. And the retailers are empowered to be the community’s go-to representative because this is an experience that cannot be replicated online. Because the product is not made until someone orders it, retailers don’t have to hold inventory, so it reduces costs. And it’s still cheaper for the consumer than a doctorprescribed custom insole. Malacaria: Footprint Plus brings the customers’ feet to life right before their eyes. It provides a fresh and engaging footwear shopping experience. Customers will ultimately have increased satisfaction and comfort in their shoe selection, all while learning more about their foot type. By creating an engaging shopping environment, stores can increase their foot traffic and keep customers for the long term. Stores benefit by not only increasing their sales but also learning more information about the customers, allowing them to be more effective in their marketing efforts. Add in the ability to build these relationships through text, e-mail, and other directmarketing efforts, and you’ve got a total engagement platform that is truly one of a kind. Schwartz: Stores benefit from the Albert scanning process in many ways. The system is tied to an orthotic recommendation model that creates add-on sales at high margins for many of their in-store sales. We also provide an enhanced retail experience for the consumer during a time when this is particularly critical. Albert is also a tremendous data-capture device that can lead to substantial marketing and development opportunities for the retailer. In addition, our new Passport section in the software can be used as a mechanism to improve fit performance and to potentially reduce return rates if the retailer has an e-commerce component.

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Technology Gives Insoles a Leg Up (continued) TEKSCAN’S FOOTPRINT PLUS Tekscan’s Footprint Plus, launched in 2017, targets footwear retailers and footwear, insole or orthotics manufacturers. Footprint Plus is the brand’s latest digital footprint technology. Designed to create an engaging and educational in-store experience, it pairs a wireless pressure measurement mat with a tablet-based software application. It provides the customer with a report on arch type, areas of high pressure and walking pattern. This information is used to identify the ideal insole or footwear. Customers link their contact information to the footprint so the retailer can directly market to them. Footprint Plus, which is targeted to

TEKSCAN’S FOOTPRINT PLUS TARGETS FOOTWEAR RETAILERS AND FOOTWEAR, INSOLE OR ORTHOTICS MAKERS.

What has been the response of the stores and customers? Schwartz: We recently began shipping the latest version of Albert, and the response has been great. We’ve seen examples of stores that have had a dramatic increase of orthotic sales and reports of very positive consumer feedback. Malacaria: Retailers have responded to the visual display of the system — seeing truly is believing when it comes to our technology. The display clearly shows the high and low pressure areas of the customer’s footprint and the motion of their feet while walking. This is valuable information that empowers sales representatives to educate their customers and earn their trust. The sales process becomes a more consultative process, helping the customer find the best shoe or orthotics for their feet. Retailers are amazed at the amount of information they are able to gather in the short amount of time it takes to conduct the test. Wnorowski: It has been good from both, but it has been a little slow because distribution hasn’t been super wide, but as I said, we do have plans to grow. In addition to size and fit, what other elements of customization does your scanning system offer? Schwartz: Albert provides a pressure map

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large footwear retailers and footwear, insole or orthotics manufacturers, is not connected to any brands. The system can be customized to synchronize with existing inventory, an orthotic or shoe recommendation module and point-of-sale systems. And the retailer is not required to carry a specific brand or sell a certain number of orthotics to use it. Tekscan has been developing footpressure mapping retail systems for more than 20 years. Its systems are used in a number of retail stores, many of which brand them. The company partnered with Dr. Scholl’s to create the Custom Fit Orthotic Kiosk, which uses its pressuremeasurement technology.

from over 5,000 pressure sensors, arch type determination, pronation degree, education, orthotic recommendations and much more. Wnorowski: FitStation generates a kinetic profile that assesses pressure pattern, heel rotation, propulsion index and dynamic knee variation. This information allows us to create insoles that are custom tuned to the way the customer moves. Superfeet insoles have five flexibility zones that are dialed up or down, based on this data, to create a perfect fit. Malacaria: The Footprint Plus system also offers insights into pressure distribution, showing areas of high pressure that could indicate potential issues for the customer. Weight distribution between sides is available to detect hidden asymmetries during standing and walking. A play-back recording of the customer walking shows the Center of Force. Custom features include: • Personalized wireless pressure-sensitive mat designs complete with store branding • Software engineering, including the overall tablet app design and flow • Product recommendation engines that can be tailored to suggest the insoles and/or shoes that the retailer wishes to sell • Sales associate performance report • Integration with point-of-sale processing, credit card scanners, barcode readers and Customer Relationship Management Systems (CRM)

R O U N D TA B L E

How are you marketing the system? Malacaria: The system is marketed as an engagement and educational tool for retailers and footwear manufacturers. Footwear retailers need to distinguish themselves from competition, and Footprint Plus is the ideal tool. Wnorowski: We have put a lot of time and effort into local marketing and PR to publications that are geographically close to the retail locations using FitStation. We also have run geo-targeted ads, and we’ve given retailers marketing tools they need to be successful. Our focus has been supporting our retailers on a local level to drive qualified traffic into their stores to ask about FitStation. Schwartz: Our initial efforts have been focused on the trade, but there is a plan to launch consumer marketing and PR later this year.

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It sounds as though this really could shake up retail as we know it. What’s the next revolution? Malacaria: Our goal is to help retailers compete against online retailers. We want to help them change the footwear shopping paradigm. By creating an engaging footwear shopping experience, retailers can drive customers back to their stores with a personalized experience that online shopping simply can’t provide. People shop online for convenience, but really, how convenient is it when customers are buying and returning shoes due to poor fit? With Tekscan’s retail pressure- mapping systems, not only can retailers bring more foot traffic to their stores, customers also will be more satisfied with footwear purchases. We see the potential for our technology to be used in high-end fitness clubs. People are more active than ever and interested in their mechanics, as well as keeping

themselves injury-free. Our technology could easily integrate into high-end fitness facilities to educate customers and possibly protect them against injuries. Schwartz: We will be integrating into Albert a custom orthotic program utilizing the latest 3D printing technology in a way that has never been done before. We are very excited and confident that this program will bring tremendous benefits to the retailer and consumer. Wnorowski: Footwear. We announced our partnership with Brooks Running late last year at The Running Event. As for the future, I don’t want to give everything away, but we are a shape expert, and whether it’s feet, heads or clothing, we will be able to scan the body and create custom solutions. Already, we are partnering with other brands. Ultimately, our ability to gather data will help shoemakers make better shoes and designers create better products. n

RUNNING INSIGHT

WALKING ACROSS AMERICA

Retail on the Road / Chapter3

Retail on the Road

Up and Running: El Paso, Texas Chris Rowley hasn’t always been a runner, but his innate hustle and unmatched work ethic is commensurate with any

high-level competitor. Which is probably why he found early success in the food and beverage industry. Lied about his age to score his first job and began a race to the top. O ne of C h r is’s ea rly supervisors was a runner. Told Chris about an event that offered free beer to finishers. That was all he needed to hear to lace up his Chuck Taylors and lumber across the line. Straight to the keg. Chris was smitten. Soon after, Chris paced a friend for the final miles of San Antonio’s 1983 La Colonias marathon. After breaking the tape, he committed to running the next year. He did, and busted out a 4-something. He’s still got the event tee. In fact, his west side location is adorned by it and nearly every other race shirt he’s earned since. Thirty-plus years of cotton memories draper around fiberglass ceiling panels. Customers bring in their own to add to the patchwork. But how does an F&B guy get into the run industry? Fact is, Chris’s path wasn’t a long-baked plan. Before it happened, he owned creative cuisine restaurants that, in his words, “came before their time.” His culinary trailblazing predated the foodie movement yet, undoubtedly, was somehow part of the modern innovation. “Back then, El Paso wasn’t ready. So I had to close up shop,” he says. But he kept running. Kept racing. Chris remained in world of food. Honed his service skills in bowling alleys and nightclubs. Until one fateful night, after a typical shift ending at 4 a.m., he realized that he was getting off about the time he used to get up to go running. Knew right then it was time for a change. Time to make his passion for running his profession. In November 2006, Chris decided he’d open a run shop in

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Photo: mywalkinglife.com/walk-across-america

IT TOOK ME A LOT LONGER than expected to make it to Texas. My original plan had me arriving after a month and a half of steady walking. Yet here I am, 83 days into my transcontinental journey, and finally now crossing from New Mexico into El Paso. Nearly twice what I originally calculated. But this is how plans often shake out, isn’t it? They change. Like, drastically. In ways we could never imagine. And if there’s one thing I’ve (re)learned in my short time out here, it’s that day-to-day flexibility is required for worthwhile progress. If I get too tied up with expectations, or if I am focused more on my itinerary than the moment, the journey may as well be over. In my case, I have two overuse injuries to thank for a couple major holdups. Thirty-three days worth of delays, to be exact. But without these pauses, I’d have missed many transformative interactions with random strangers along the way. The best gift is often disguised as a glitch. And it’s up to me to reframe it as such. I hope I remember this lesson when the walk is over. So yeah, Texas. I will probably be here along the side of tumbleweeded secondary road for at least the next two months. But I can’t, as the saying goes, “eat the whole elephant at once” (not that I’d want to eat an elephant, but you know what I mean). So probably best to just take a deep breath and consider this day. This hour. This particular sidewalk leading to the next specialty run shop. And in El Paso, Texas, a town nicknamed El Chuco and The Sun City, there is, quite literally, one and only place to get properly fit for a pair of shoes: Chris Rowley’s, Up and Running.

El Paso. Someone put him in touch with Roger Soler, founder of San Antonio’s landmark Soler Sports (now closed). Roger invited Chris to shadow his business for 2 full days. Chris sponged up everything he could about specialty run. “I owe Roger everything for getting my place open,” he says. That same month, Chris attended the inaugural Running Event. There he met a guy about to close his store. Chris bought his remaining inventory and a truck-load of fixtures. “Our cash wrap is from that haul,” he says. “The slat wall, too. And also, the ’70s era vintage photo above the register. Everyone loves that photo.” On January 2, 2007, barely three months after deciding to f lip his professional life on its head, Up and Running was, well, up and running. “That’s how I roll,” he says. “If I want something, I go get it.” And though this no-nonsense approach has served him well, Chris is about as lighthearted and mellow as a guy can be. He hires people based on their vibe. He believes the team needs to enjoy each others’ company. Says his days of dealing with drama are (mostly) in the past. “I want all of us to genuinely like each other,” he says. Up and Running is now two stores strong and includes Race Adventures Unlimited, a timing and event company run by Chris and his west side store operator, Mike Coulter. A couple basic beliefs guide his organization: 1) Treat others with respect, and 2) There’s nothing wrong with having fun. “Take away the fun, and it’s just work,” he says. “I get up in the morning to go to the store, not to go to work.” And though he’s been challenged by El Paso’s mañana attitude - wherein all is accomplished in the indefinite future - he seems to fit right into it. The Up and Running culture is laid back and professional. It’s what customers have grown to love. One thing they rally around during in-store events is

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“the Coke machine.” Imagine an antique drink dispenser. But rather than being filled with soda, it’s stocked with local micro brews. It’s how they roll. There’s nothing in the world Chris would rather be doing. When asked where he’ll be in 20 years, he says with certainty, “Right here. Still having fun.” But of course Chris has a life outside of work, too. It’s filled with family time (he’s got five kids), volunteering and fundraising for the University of Texas El Paso’s (UTEP) football team, and concert-going. “The music I like is fun, too,” he says. “Folks say I have a teenager’s taste. I like popular hits. But this shouldn’t surprise anyone.” In February he saw a Bruno Mars show, and in May he’ll see Taylor Swift. “Can’t help it,” he says. “It’s who I am.” We shared our first concert stories. His: Foreigner and Cheap Trick in San Antonio, 1977. He showed me a photo of the ticket stub. $7.50 face value. A lot has changed since those old days. But not Chris. He might not be running marathons any more, but he’s still living by an adage that even part-time staffer George could rattle back to me: “Life’s too short to miss out on the fun.” This statement capitulates Up and Running. Count on fun always coming first. n About The Author: Tom Griffen is a storyteller. He’s also a coach and trainer for specialty retailers. For the next six months he’ll be walking across America. His planned route started in Los Angeles, headed to Phoenix, and will continue onto El Paso, Austin, Shreveport, Little Rock, Nashville, Asheville, and eventually to the Atlantic seaboard. He plans to stop at run shops within range of his eastward movement. There he’ll stock up on needed items, but also include the visit in a Running Insight article that celebrates your paths crossing. Follow him at www. mywalkinglife.com, on Instagram @tomswalkacrossamerica, or listen to his podcast, My Walking Life, on iTunes (or wherever you podcast).

RUNNING INSIGHT

Running Shorts

A4’s new, technologically advanced warehouse

A4 Expands with New Warehouse in Kansas City, Missouri

Athletic sportswear manufacturer A4 has opened a warehouse in Kansas City, MO. The new warehouse will be A4’s largest and most technologically advanced. The 175,000 square foot warehouse will allow A4 to significantly shorten shipping times to the Central and Eastern parts of the country providing customers with quicker access to all of A4’s apparel. The site already holds A4’s most popular styles and will soon hold the entire A4 line. Combined with its current locations, A4 now has the ability to reach 80 percent of the U.S. population with

one or two day shipping. “Our business has grown in a number of areas over the last few years and this is the next step in that evolution,” said Mark Mertens, Owner of A4. “As we continue to grow, we continue to invest in our team, our technology, our logistics and ultimately in the customer experience we deliver every day.” With its central location, the new warehouse is expected to become A4’s most important hub. Its advanced racking, digital picking and tracking systems and experienced management will allow A4 to reduce turn times and provide even more efficient service to customers.

The new warehouse will also provide dozens of jobs to the burgeoning local economy. Mr. Mertens is enthusiastic about the new location: “We chose Kansas City not just because of the location, but also because of the community and the many talented people. We will be here for a very long time and couldn’t have picked a better spot.” Medi-Dyne Marks 20th Year

Medi-Dyne Healthcare Products is celebrating its 20th anniversary. Founding executives, Van Hubbard, Matt Hubbard, and Craig DiGiovanni say Medi-Dyne’s strategic business and product development

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decisions have ensured a consistent focus on meeting the needs of its customer base by delivering products that provide stability, injury prevention, and pain relief. “So much has changed in the way the world does business over the last two decades, but our focus has not,” notes DiGiovanni, VP sales and marketing for Medi-Dyne. “Our company’s motivation and founding spirit remain the same. Our commitment is to finding ways to keep people free of pain and free to move so that they are free to pursue their passions.” Medi-Dyne has expanded its business through both domestic and international

growth. Recipients of the Global Chamber Dallas’ 2017 ‘Global Exporter of the Year’ award in the Health Industry, Medi-Dyne sees continued focus on global growth imperative to both its drive to identify future solutions for customers’ and its desire to expand the business. “We’re grateful to our valued customers and our strategic partners, many of which have been with us since the beginning,” says DiGiovanni. “We remain committed to them and to the medical professionals who use and recommend our products. It’s what motivates us to innovate and to develop products that really help people.”

To mark its 20th anniversary, MediDyne is displaying a new logo to reflect and celebrate this milestone achievement. Celebrations with long-term partners will continue throughout the year. JackRabbit to Expand its Run Training Business with Rogue Running

JackRabbit and Rogue Running have formed a joint venture – Rogue Training Powered by JackRabbit - to extend the Rogue Running training approach to all major JackRabbit markets across the country over time. Rogue Running was founded in Austin,

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Conference Trade Show Best Store Awards Indie 5K® Struktur Lab @ The Running Event • Opening Night Reception • Sports Bra-Fitting Salon • Retail / Vendor Speed Meeting Lunch

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RUNNING INSIGHT Running Shorts (continued) TX in 2004 by Steve Sisson. His vision was to take the advanced training methods of the best professional athletes and apply the same principles to the everyday runner. Rogue currently trains over 3,000 runners per year with programs for beginners up to advanced marathoners and for nearly every type of runner and race distance in between. “We are extremely pleased to team up with Rogue to enable JackRabbit to provide our customers a wide variety of training programs to meet the needs of all running types” said Bill Kirkendall, CEO JackRabbit. JackRabbit purchased the Rogue Running retail store in Austin, Texas in October of 2017. “Our passion is to change lives through r unning. We a re excited about the JackRabbit partnership because it gives us the opportunity to reach more people

in a positive way through this sport” said Chris McClung, Co-Owner Rogue Running. Training programs will kick off on May 19th in the Dallas/Ft. Worth markets, where JackRabbit has been a player since 2012 when it acquired the Run On! Stores. Funds2Orgs Purchases Cash4shooz

Funds2Orgs announced the acquisition of its former competitor, Cash4shooz, a California based company, for an undisclosed sum. Effective immediately, the business is folding into the Funds2Orgs shoe drive fundraising brands, which also include Shoes With Heart and Sneakers4Funds. Cash4shooz will undergo a complete brand overhaul and relaunch in late summer 2018. Wayne Elsey, founder & CEO, Funds2Orgs said, “We are excited about this addition to our company. The Cash4shooz brand further exemplifies our commitment to dominate

market share and be the force in the shoe drive fundraising market. This acquisition completes our picture of now having four national brands with the Cash4shooz, Shoes With Heart and Sneakers4Funds brands.” For more info about the shoe drive fundraising company Funds2Orgs, visit Funds2Orgs.com. Feel the New Campaign from OOFOS

OOFOS has introduced its first global brand campaign, titled “Recover Faster. Feel the OO.” The campaign, intended to increase brand awareness among OOFOS’ core target consumer of fitness enthusiasts, active individuals and athletes, demonstrates the critical part footwear plays in the recovery process. The creative for the campaign features a series of still and video concepts captured on film by award-winning photog-

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Hyland’s Honors Teachers in Boston

rapher Hamish Brown. Pioneering the recovery footwear category since its launch in 2012, OOFOS continues to build on its groundbreaking and proprietary OOfoam technology. The ideation for the campaign was centered around reflecting the technology of the product through dynamic movement that’s both vibrant and aspirational, while also highlighting the unique impact-absorbing recovery benefits of OOfoam. The final campaign will be released in

still and video shorts beginning last week across social media, in Runner’s World, on Hulu and more. “Our customers are fanatic about wearing OOFOS because what the product provides truly makes them feel better,” said OOFOS President Steve Gallo. “For those who aren’t as familiar with our brand, our goal with this campaign was to illustrate the product benefits in a way that’s engaging to our target consumer, while demonstrating the comfort and recovery properties of the shoe.”

Boston Marathon race sponsor Hyland’s Homeopathic supported and provided a race bib for 13 teachers in this year’s Boston Marathon. Hyland’s put out an open call to teacher-runners to apply for a spot in the 2018 Boston Marathon. Over 1,600 teachers applied, and 13 outstanding applicants with unique stories were selected. A sampling of the #HylandsPowered team roster includes: Kevin Dua, who was recently recognized as the 2017 Massachusetts History Teacher of the Year for implementing creative history lessons that his students could apply in their daily lives; Mirna Valerio, an accomplished ultra-runner, author and body positivity icon who has been featured in Outside, Runner’s World and Women’s Running; Natalie Zimmerman, a breast cancer survivor who has completed an astounding 500 races throughout her running career; and Michelle Ferre, who started #pocketfulofpositivity to spread positive messages to teachers across the country. n

On March 21st, 2018, a team of athletes in the Down syndrome community arrived at the United Nations, completing a historic nonstop run from the steps of the U.S. Capitol in just over two days.

THANK YOU, SPONSORS!

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The Run for 3.21 athletes were fueled and protected from the elements by the generosity of our partners. Thank you for supporting our mission as the leading Human Rights Organization for individuals with Down syndrome.

RUNNING INSIGHT BOSTON MARATHON EXPO REPORT:

Donuts to Dollars

This year, the Boston Marathon Expo was at the Seaport World Trade Center. Clockwise from to left: Race participant strikes a pose; countdown clock at 361 Degrees booth; inside the Skechers booth; catching up with Deena Kastor at ASICS in Boston; this Balega sock was a hot seller; close up of the Saucony x Dunkin Donuts Kinvara 9 shoes being served up.

he popular cliché says policemen love donuts, but that doesn’t explain why one of Boston’s finest was in the Saucony booth Friday morning at the Boston Marathon expo. The shoe company, which is reportedly about to name a new president, was the hit of the expo with its limited edition Kinvara 9 collaboration with Dunkin Donuts. Runners charged the booth as soon as it opened and took a number “bakery style” as they lined up to buy a pair of the shoes, which were served up in custom packaging designed to resemble Donut boxes. Runners apparently were taking their Donut Shoes quite seriously. Colin Peddie, owner of Marathon Sports in Boston, which had an exclusive pre-sale on the shoes

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leading up to the race, said some shoppers who didn’t get the shoes sent unhappy e-mails to the store. “I’m not anticipating trouble at the expo, but I’m happy the police are here to be sure.” By late in the day, just a few shoes were remaining. Balega also sold out of its Boston Marathon socks by the end of Day 1. This year, the Boston Marathon Expo was at the Seaport World Trade Center, across town from its usual location at the Hynes Center which is close to the finish line on Boylston Street. Exhibitors said that traffic at Seaport tends to be slower than the Hynes but that visitors were in good spirits and purposeful in their shopping. n

RUNNING INSIGHT

Boston Marathon Expo (continued)

Pre-race Brooks press conference with Desiree Linden, who went on to win the women’s race!

L to R: Ready to Run on Clouds in the On booth; Running Insight’s Mark Sullivan and Joan Benoit Samuelson.

Altra’s Golden Harper works the booth at the expo.

Sandals on display in the Hoka One One booth.

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WINNERS REVEALED MAY 1, 2018

m tores.co unningS 50BestR

AWARDS CELEBRATION WILL ALSO HIGHLIGHT THE TOP TEN AND THE 2018 STORE OF THE YEAR. MILL CITY MUSEUM, MINNEAPOLIS, MINNESOTA JUNE 22, 2018, 6:30PM