Movin Shoes ’

Roger Eischens And

Herb Kimpel started Madison, WI-based Movin’ Shoes in 1973 with $500, a cramped space in the basement of the Wisconsin Student Association building, a pegboard showing three running shoe models and no idea their entrepreneurial brainchild would mature into one of the patriarchs of run specialty retail.

And to be frank, Movin’ Shoes earliest years did not forecast long-term success. The store, initially open a grand total of four hours each week, later moved its operations into a Chevy Nova station wagon before settling into another basement space below a hair salon. The business would see Kimpel’s exit, a sale to employee Karl Harter and swing-and-miss inventory trials ranging from basketball shoes to rollerblades.

Today, though, Movin’ Shoes is all running, all the time in Madison. The shop carries about 125 different running footwear SKUs and largely eschews sales floor technology in favor of a “throwback approach to selling shoes” inside its 2000-square-foot home near the University of Wisconsin’s flagship campus.

“We’ve been 99 percent effective by watching someone walk down our carpet,” says veteran employee Tim “Buddy” Gold, who, at age 75, is the elder statesman of the 15-member Movin’ Shoes team.

Under the ownership of former ASICS rep Jim Van Boxtel since 2016, Movin’ Shoes has continued to honor the history and legacy of Movin’ Shoes while forging ahead with a contemporary focus. Van Boxtel has encouraged store leadership, which includes his daughter Vanessa Meinke, to pursue fresh ideas and new products while strengthening business operations.

“He pushes us to be extra thoughtful about what we’re doing,” Meinke says of her father.

Movin’ Shoes’ leans heavily into the lively running culture in Madison, often named among the nation’s top running cities despite its harsh winters. The city hosts large high school programs, an active racing scene and well-trafficked running spots like the UW Arboretum.

“Madison’s a community excited about running, so that’s certainly contributed to our success,” says longtime Movin’ Shoes employee Tom “TK” Kaufman, a local high school coach himself.

Throughout 2023, Movin’ Shoes has been celebrating its 50th year with a monthly staff party, including bowling, mini golf and a trivia night. On July 28, the day after the popular Karl Harter Full Moon 5K honoring the shop’s former owner, Movin’ Shoes is planning a massive party for former staff members and business associates.