Essentially Speaking

“THE STORES THAT BUILT SPECIALTY WERE OPENED AND RUN by runners who wanted to help every runner meet and exceed their aspirations, particularly new runners. Many of the stores didn’t look like manicured internet showrooms, far from it. They were a bit of a mess, but authentic, reliable for the good advice and the right stuff. They got runners started with just the basics – without upselling timing devices or much else. They knew their customers, their customers knew them, and they grew business through friendship and word of mouth. Though much of the scene has changed, stores are open, customers visit and engagement is still essential.

“Talking with sales associates and shop owners, we’ve learned in some countries some shoppers (and sales associates) don’t engage in conversation as they did only a few years ago. New to running, many people lean toward friends or the internet and browse for what they think they want, often not knowing what they need.

“We go into stores and ask people (who don’t know us) what’s essential for a new runner. Invariably, at the core, there are five essentials. Stores that seem to have figured it out do not ask what do you want. They ask, what do you need? They give the shopper permission to think, to ask for help, to open a conversation. New runners need to focus, not on what they think they want, but on what they need, and it’s okay to make the point with the icebreaker: ‘What brings you in — and what do you need?’

“Everyone who wants to run needs reliable advice that suits who they are and what they aspire to be. It’s important to routinely ask if they need five core essentials that are easy to remember and critical to running comfort and business: shoes, socks/clothing, nutrition, hydration and skin protection because, sooner or later, rubbing is distracting and leads to sometimes painful foot blisters, raw skin and chafing and in places they weren’t expecting it.” It’s okay to ask and talk about core essentials – because you are experts!” —

Bill Sternoff, Body Glide

The Running Event has an intimate, communitydriven spirit and energy—and we’re creating that space for the outdoor industry. We understand the needs of specialty retailers, and we invite outdoor stores to come experience everything TRE has to offer this fall.”

Back for the second year, Switchback at TRE will continue to build upon a strong foundation of exhibiting outdoor brands. Outdoor retailers will find a one-stop, targeted opportunity to discover and source new products, access timely education, and connect with other specialty retailers—within both the running and outdoor industries.