Running Insight 8.1.17 by Running Insight

The Power of Observation Before purchasing a struggling Washington-based running store, David Penrose sat back and observed, an exercise that now has BBay Running on the rise.

o David Penrose, it just made sense. Before the retail rookie purchased Klicks Running and Walking in Bellingham, WA, last year, he performed his due diligence – and then some. Penrose solicited input from local coaches and running groups and measured the 20-yearold running store’s market appeal against another local independent running shop as well as the area’s three big-box sporting goods stores. He gathered earnest counsel from his older brother, an investment banker, as well as insights from other legal and financial pros. Most importantly, though, he stood in Klicks himself, from opening to close for an entire week. He chatted with customers and staff and, above all, observed. The business was struggling, Penrose knew, and he sure wasn’t going to invest without understanding where it was leaking and why. “It was work that had to be done,” Penrose says. “I had to determine what might have been broken and if it could be repaired.”

RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2017 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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Today, Penrose’s calculated efforts have the once stagnant running shop on the upswing and sporting a new moniker as BBay Running. Eyes on the business Though Penrose was a Klicks customer and longtime associate of store founder Jim Clevenger, Penrose shifted from happy-golucky customer to strategic businessman when the opportunity to purchase Klicks arose. Fortunately, it was familiar territory for Penrose, who has a background in analytics and computer science. In fact, with an insurance company he founded, Penrose was accustomed to analyzing the value of businesses. He walked into Klicks on a Monday morning with lunch in hand and eager to understand the shop’s operations and vibe. In the first hour, he asked the manager about how many customers the store might expect, about customer ages and the gender breakdown. The manager relayed anecdotal thoughts, but no concrete metrics.

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Penrose’s calculated efforts have the once stagnant running shop on the upswing and sporting a new moniker as BBay Running.

BY DANIEL P. SMITH

BBay Running (continued) And Penrose needed data. So he created a spreadsheet and began gathering information. For every customer who walked in the door, Penrose noted gender and approximate age. He tracked their movement through the store; how much time they spent looking at various items; and if they purchased goods or seemed to be showrooming. “Honestly, I would’ve videotaped it if I had thought of it earlier,” Penrose says. Along with collecting the hard data, Penrose engaged customers in conversation, learning bits and pieces about their fitness endeavors and shopping habits as well as their thoughts on Klicks.

Getting ready for a “pub run” at BBay Running. Owner David Penrose is pictured at far left bottom row.

The Birth of BBay Running The multi-day observational exercise, something Penrose acknowledges any retailer can do to get fresh eyes on his or her existing business, proved to be a telling endeavor that solidified Penrose’s intentions to purchase Klicks, but also spotlighted necessary changes. Armed with the insights, Penrose began making tangible changes upon taking ownership, including:

illumination; built a wall in BBay’s new brand colors to separate the stockroom from the showroom; placed a handful of toxin-removing plants throughout the space; and reupholstered benches with new leather while also replacing broken fitting stools. “From the moment the customer steps into the store, I wanted it to be a welcoming, lively environment,” Penrose says.

A new name and branding Not convinced the Klicks name held marketplace traction, Penrose tabbed a friend who specializes in branding to craft a new name and logo. That friend recommended BBay Running, a simple, catchy name, as well as a logo and colors – royal, navy and a reddish-orange hue – that tie into Bellingham’s Pacific Northwest location. “You’ll even notice that the inside of the ‘b’ is a droplet of water,” Penrose says.

A single shoe wall During his observation, Penrose noted inefficiencies from having the men’s shoe wall on one side of the store with the women’s on the other. If an associate was helping customers of different genders, he or she had to bounce back and forth. By moving all footwear to one wall, associates and customers could enjoy more seamless and steady interaction.

A more lively space Penrose says Klicks felt “more like a library than a vibrant retail store,” something he believed played negatively on customers’ energy. To enliven the atmosphere, Penrose installed a sound system for light music to wash over the space; swapped out old light bulbs that muted clothing in favor of LED 4

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A more refined layout Penrose found research on how consumers typically enter and traverse a retail space – looking left first before moving to the right. If consumers were to do that at Klicks, it provided a disjointed, frazzled experience. In response, Penrose removed the maze of racks blocking customers’ visual path to the store’s shoe wall, the showroom’s focal point. This also

eliminated the zigzagging journey customers endured if they wanted to travel from the shoe wall to the front door to trial shoes on the sidewalk. More focused service In talks with returning customers, Penrose found they visited Klicks because of the friendly, knowledgeable service they received. An undeniable positive for any would-be owner, Penrose simply wanted to provide structure and consistency to his team’s efforts on the floor. Penrose created a three-page sales protocol defining how staff should engage customers from beginning to end. A living, breathing document that Penrose continues to refine, he says the sales protocol provides customers “a consistent experience that is memorable and positive.” Penrose’s changes at the Bellingham retail store have spurred positive results, both in terms of sales and customer feedback, and while he is proud of the strides BBay Running has made, he acknowledges the store remains a work in progress. Continued observation and data collection, he assures, will continue to guide decisions. “This allows us to reset our store with customers and resist any complacency, and that’s so important in a specialty retail environment like ours,” he says. n © 2017 Formula4media LLC.

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RUNNING SERIES

Y R E V O REC It’s a win, win, win for retailers, brands and runners

BY NANCY A. RUHLING

The expansion of the recovery category gives retailers an opportunity to broaden their product lines. Pro-Tec Athletics’ 3D Flat Premium Compression Supports, $24.95, are breathable braces for the knee, calf, ankle and thigh. Customized compression zones offer anatomic fit and support where needed.

he expansion of the recovery category gives retailers an opportunity to broaden their product lines and court customers with expertise and in-store service that cannot be duplicated with the click of a mouse or the tap of a touchscreen. The new products, which range from compressionzoned sleeves and high-tech tapes in catwalk colors to calf stretchers and toe realigners, are easy to use. They also are not that hard to sell. “This is one of the fastest-growing categories in our industry,” says Craig Berounsky, vice president-retail sales for Bauerfeind. “Most of this growth honestly is due to rising costs to visit your doctor. This is driving consumers to self-diagnose their injuries through the Internet on sites like WebMD and also visit their local running specialty stores for guidance.” We asked the brands to give us the scoop on successful selling. Above: KT Tape elastic sports tape.

Recovery (continued) 1

2. Bauerfeind’s Sports Ankle Support, $69.99, fits like a sock and fits easily into a running shoe. Made of a lightweight, breathable, 3-D AirKnit, it provides medical-grade compression and added ankle stability though its reusable taping strap.

Ted Forcum, Vice President of Clinical Development, KT Health

“Before becoming a sports physician, I worked at a technical running shoe store, and I even set up my office next door to a technical running shoe store knowing the benefit of collaboration. Most runners wait until they start to have aches and pains prior to the defining moment that instigates an epiphany that possibly their shoes are worn out or ill-suited biomechanically for their needs. Runners enter a shoe store looking for more than just the fit, function and cushion of a shoe. KT Tape provides an effective and profitable opportunity for the savvy shoe store to provide a quick, easy, effective and profitable accessory up-sell while demonstrating the seller’s concerns for the customer’s well-being. All the sale-person needs to know is that the application of tape can help reduce pain, swelling and edema and improve range of motion. There are instructions for basic tape applications in the box or the sales staff can direct the customer to our website for instructional videos. If your store offers group runs, have tape available for runners to use beforehand. Offer 8

1.Hyperice’s VYPER 2.0, $199, is a vibrating fitness roller that increases circulation, relaxes muscles and offers myofascial release for warmup and recovery. The 2.0 has three digital speed settings, a dualzone surface (grooved or smooth) for a customized roll and rechargeable lithium ion batteries whose power lasts for more than two hours per charge.

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clinics with KT Tape and health-care providers that allow for questions, answers and hands-on experience with KT Tape.” Jennie Habersetzer, Director of Marketing, Pro-Tec Athletics

“POP displays really help call attention to the sports medicine and massage categories and help the stores send the message of how they care about keeping their customers healthy and active. Pro-Tec also provides Try On Sample baskets that offer products out of the packaging for customers to feel fabrics and try on different supports. Within the massage category, we encourage having our spiky ball, roller massager and orb demos placed near the shoe wall for customers to use as they wait to try on shoes. The more engaged consumers are able to be with a product, the more comfortable they become with the idea of owning it. Another important component is making sure your staff is trained properly so they don’t shy away from helping customers for lack of education. Pro-Tec has a variety of training resources, such as injury-training cards and new-product

3. Kinesio Tex Performance+ Tape, $19.99, is hypo-allergenic, latexfree and water resistant. It can be worn for more than one day and is sold in a reusable plastic container that has a rewind function and an easy-tofollow application and removal guide. It lifts layers of skin and tissue, helping the flow of lymphatic fluid to ease discomfort while maintaining support for joints and muscles. 4. Correct Toes, $65, are silicone spacers that realign the toes and restore the feet to their natural position and function. Designed by sports podiatrist Ray McClanahan, they may be worn barefoot or in naturally shaped shoes.

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Recovery (continued)

1. New Balance’s Jumpers Knee Strap, $19.99, provides compression on the patella tendon. It’s adjustable and comfortable.

videos, available to our run-specialty accounts. Our packaging is also an excellent resource for employees to familiarize themselves with the products so they can feel confident in their ability to explain them to a customer. The backside of the packaging has simple explanations of how each product works and displays anatomy and product images to help staff and customers find the right product for the injury.” Josh Higgins, President, OS1st Base Layer Bracing

“This category requires a technical understanding of the distinctions between therapy, recovery and treatment devices and how they work. Interaction with customers is the most effective way to sell these products and is imperative since correct sizing and fit, using accurate measurements, are critical during the try-on process. Store staff need regular training to understand the conditions and products so they can identify an opportunity to help their customer with solutions to these nagging pain conditions. For merchandising and displays, it’s helpful to have clear call-outs or signage indicating 10

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the conditions the products treat along with a body form for proper fit demonstration. Many runners and athletes will face one of these common and chronic conditions, and OS1st products are designed to help prevent onset and reduce injury to keep runners running longer. As with all accessories, it should be an expectation that this category would net a return higher than keystone margins.” Steve Sheridan, Senior Vice President, Hickory Brands

“Stores that sell sports medicine well actively work not only with their customers but also reach out to the local medical community to let them know what they carry. They also attend clinics and seminars to give themselves more general knowledge so they, in turn, can offer these products with greater confidence.” Theresa Wong, Executive Vice President, LP

“Attractive, informational packaging and fliers have been effective in promoting the functionality of the Power Sleeves. We provide

2. McDavid’s Elite Runners’ Therapy Plantar Fasciitis Sleeve is lightweight and supportive. It’s designed to be “barely-notice-it’s-there” comfortable. It has a dual-compression anatomical design that provides targeted heel and arch support, leading to enhanced pain relief and faster recovery. 3. LP EmbioZ Power Calf Sleeves, $30, use targeted compression and seamless technology to enhance the strength of the muscles and improve overall comfort during training. 4. KT Tape is elastic sports tape for pain relief and support that comes in four styles—Original Cotton, $12.99; Gentle C o t t o n , $ 1 3 . 9 9 ; P ro Synthetic, $19.99; and Pro Extreme, $21.99— to address soft-tissue issues, including overuse, inflammation and grade 1 strains and sprains. 5.Mueller Sports Medicine’s PFTape Plantar Fasciitis Pain Relief System, $19.99 for a pack of 7, is a heavy-duty rigid tape that provides support to help with post-running recovery. Easy to apply, it moves with the wearer during everyday activities without slipping, stretching or losing is effectiveness.

Recovery (continued) 1

2. ProStretch Plus, $42, is a patented upgrade to the brand’s calf stretcher. Made in the USA, it features an adjustable heel plate and a removable toe-lift for a more advanced toe stretch that helps rehabilitate plantar fasciitis, Achilles tendonitis, tight calves, heel pain and hamstrings.

store owners with mannequin limbs for display and samples so customers can feel and touch the material and its compression level. We also offer a good profit margin, and PowerPoint training and in-person training are available to retail staffers.” Jeff Baskett, Sales and Public Relations Development Manager, Kinesio

“Through our practitioner network, Kinesio can offer training to a retail sales force and demonstration workshops for customers as well as giving expert consultation on health-care questions. We offer a blend of POP displays for merchandising and will provide application fliers and instructional videos to assist in taping guidelines.” Bryan Smeltzer, General Manager, Zamst U.S.

“It’s important to merchandise products as a complete brand, reflective of the lifestyle, look and feel that your core customer aspires to achieve when they exit a retailer’s door. There are significant advantages to having a complete brand image 12

1. OS1st’s DS6 Decompression Foot Sleeves, $29.99 each, use K-Zone Technology to simulate the type of low-dye taping used by podiatrists and physical therapists for treatment of plantar fasciitis. Their Compression Zone Technology reduces the swelling while keeping the foot stretched. They slip on easily and stay in place.

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displayed at retail, and this not only involves the product but also the aesthetics and environment in which you place the product. For example, with Zamst POP displays, we combine information on specific injuries, product recommendations that prevent and protect said injuries, and images of our elite athletes in action wearing Zamst’s products into one cohesive display. This helps customers recognize their problem or injury, discover a solution and feel confident in their purchase decision knowing that they are following the likes of an elite athlete.” Cindy Crigler, Brand and Advertising Manager, Correct Toes

“Correct Toes hang on the accessory wall with other foot-related products. They also can be displayed near wide-toe box shoes such as Altra and Vivobarefoot. We provide POP signage in addition to rack cards geared toward the running community. Our team helps answer questions related to sizing, modifications and common foot problems that may benefit from Correct Toes. We also offer online training videos, modification videos and live webinar training.”

3. ICE20’s Double-Knee Compression Pack, $79.99, is made of latex-free neoprene and has two adjustable straps for form-fitting therapy. It comes with a mesh carry bag and two 11-inch refillable, no-leak ice bags that keep their cool longer than gel packs. It is one of 11 20-minutes-on, 20-minutesoff wraps the brand makes. 4. Phiten’s X30 Titanium Power Tape 2-Inch Roll, $34, has 30 times the concentration of AQUATITANIUM, the brand’s proprietary technology that breaks down titanium into micro-particles dispersed in water to permeate the individual fibers of the fabric. The tape, which comes in a variety of colors, is breathable, designed for easy application to the joints, water-repellent, dries quickly and moves with the body. © 2017 Formula4media LLC.

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Recovery (continued) 1

Neal Fink, Performance Health, Vice President of Sporting Goods

“We believe that merchandising displays are the key. Just being on the shelf will not tell the story. Our brands have always sold better when merchandised. First-hand experience helps, which is why trial samples are so important.”

Richard Avis, Product Marketing Manager, Mueller Sports Medicine

“Running retailers are surviving this tough market by servicing their clientele by offering an experience not found elsewhere. Injury prevention and treatment products make sense because they are a bona-fide necessity, easy to sell and provide retailers with an opportunity to further elevate their service level.” n

1. Zamst’s IW-1 Set, $54.99, holds an ice bag and delivers adjustable compression to the part of the body that needs to recover from injury. The set, which features a reusable medium medical-grade ice bag, stays in place while the athlete moves around. 2. TheraBand’s XactStretch Kinesiology Tape, $19.99, is designed to reduce pain and provide support to sore muscles and joints. It features XactStretch Technology, a scientifically designed ontape indicator that allows users to apply the prescribed amount of stretch while retaining range of motion.

Roll to Recovery 14

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Recovery (continued) A WINNING SALES STRATEGY AT RETAIL

Ian Sharman BRACE. YOUR PACE. 16

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Why do you think your customers liked the ProStretch Plus? It clearly offers more bang for the buck. Even if people don’t use all the features, knowing that they can makes it a better value. Do they like it more than the Original ProStretch? I haven’t had any customers compare the two (we only have the ProStretch Plus in the shop), but we like it better. I was initially reluctant to bring it in. I assumed the price point and seemingly complicated usage would be a turn-off. Wrong on both points! It’s a better, more targeted tool. Outside of their feedback, what helps you to sell it better? The unit sells itself. We have a sample out that draws a lot of attention. Once they step into it, it sells itself. More so if we adjust the parts and show them some of the tricks. n

ProStretch Plus calf stretcher.

BASE LAYER BRACING

Ian Sharman

hris Landry, national sales manager of ProStretch, went the extra mile to find out why customers were buying the brand’s latest product, the ProStretch Plus. He solicited feedback from the retail side. Here’s what he found out, he says: “A California running specialty retailer just brought in the ProStretch Plus and re-ordered rather quickly. With 50 percent margins and quick sell through, he was eager to re-order. We believe that stack outs and a floor demo are the two essential keys. However, we reached out to ask him what he thought about it and why his customers are buying it. Here are my questions and his answers.”

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The 40th anniversary of the Bank of America Chicago Marathon! The 2017 Bank of America Chicago Marathon – 40th anniversary / Sunday, October 8 Abbott Health & Fitness Expo / Friday, October 6 and Saturday, October 7 “The Bank of America Chicago Marathon has a rich history that captures the spirit of a city that works and a city that runs. We look forward to honoring that history in 2017, and to commemorating an event that has had the power to change lives and unite us across borders, languages and cultures . . . The 40th anniversary will be a celebration of our heritage and the event’s impact on runners in Chicago and beyond.” CAREY PINKOWSKI, BANK OF AMERICA, CHICAGO MARATHON, EXECUTIVE RACE DIRECTOR

Every October, runners from all 50 states and more than 100 countries travel to Chicago to run the Bank of America Chicago Marathon. An Abbott World Marathon Majors race, Chicago’s fast, flat course, friendly race-weekend accommodations and rich cultural history make it a race to remember. In addition to its striking downtown area, which includes some of the tallest buildings in the world, Chicago has a distinctive coastline, hundreds of vibrant parks and unique neighborhoods. It’s this mix of incredible attractions and cultural allure that make Chicago a destination unlike any other. In advance of race day, all Bank of America Chicago Marathon runners must visit the Abbott Health & Fitness Expo to gather race day essentials including their participant bag, bib number, timing device and event t-shirt. The Abbott Health & Fitness Expo is one of the largest health and wellness expos in the country, making it the perfect opportunity to introduce participants and patrons to your brand.

Get the latest race news, motivational tips and inspiration by liking the Bank of America Chicago Marathon on Facebook and follow us on Instagram and Twitter @ChiMarathon. Visit chicagomarathon.com for the most up to date information.

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Flying High at Hoka

oka One One, the Deckers Corp-owned brand, is showing solid gains both domestically and in key international markets. Hoka’s results exceeded its parent company’s expectations in the first quarter ended June 30 with brand revenues growing more than 74 percent to $30.7 million. Hoka will accelerate its awareness efforts over the next three years through continued “on-the-ground” events, try-on sessions and a heavy focus on digital. “You won’t see any TV or out-of-home or things of that sort,” David Powers, Deckers president and CEO, told analysts last week. “It’s a matter of ramping up and getting very targeted with the consumers that we think are appropriate for this brand and the product.” The brand’s sales were driven by a 78 percent Hoka One One Cavu, MSRP $110. gain in domestic wholesale and solid improvement in international wholesale. The domestic increase was partly fueled by the company’s decision to get its Clifton 4 style into North American retailers for the July 4 Weekend. Good early reports on sell-throughs and from Deckers’ ecommerce channel could bode well for the brand in the second quarter, Powers believes. Looking ahead, new shoes on tap from Hoka for Spring 2018 will include more streamlined, lightweight performance styles being added to the Hoka lineup. The brand new Fly collection is designed

to appeal not only to veteran runners but also a growing subset of fitness-focused runners. The line includes updates to core models with sleeker silhouettes and cleaner, lighter, more durable uppers across the board. The Hoka design team’s aim is to retain the brand’s wellknown cushioned ride characteristics in combination with cleaner, simpler visuals. The Fly models offer protection and propulsion via Hoka ProFLY midsole and have soft heels like the high-cushioned Hoka models, along The Cavu is with a firm forefoot for a neutral trainer propulsion. for Spring ’18 The Spring 2018 Cavu is a neutral performance trainer or racing shoe; it’s a serious shoe that will work for entry-level runners. MSRP $110. Adopted from the previous Clayton, the new Mach for Spring 2018 features a clean design and a good weight-to-cushion ratio. It is designed for anything from serious racing to everyday mileage. It also features an “accommodating” toebox and inherent stability. MSRP $140. The Spring 2018 Challenger ATR 4 trail runner has a plush-butlightweight midsole, accommodating toebox and rugged outsole— including 4 mm lugs for off-road traction. The toecap has been extended for additional protection from rocks and roots; and the upper has enhanced breathability and durability thanks to reduced overlays and more durable mesh. MSRP $130. n

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Running Shorts Karhu has opened up a store in Cambridge, MA.

to provide an easy-tonavigate source for visitors to learn about common foot conditions and treatments as well the benefits of preventative foot care. In addition to informative daily content, the site offers the ability to connect with an experienced podiatrist and specialist who can help address common questions and provide personalized health advice. On the site, users can also learn about the intrinsic benefits of foot scanning. Aetrex, owner of Foot.com, has recently rolled out the next generation of footscanning technology, Albert, and continues to invest in the development of new

software that elevates what consumers can ultimately learn about their feet. The new Foot.com represents the educational tool of record for the new AlbertOS and the resource feeds directly into Aetrex’s growing technology ecosystem. “Users of the Albert scanning technology have the option to explore foot care, health and wellness topics as part of their foot scanning experience, which really drives the in-store experience home,” said Melissa Libner, VP of Marketing for Aetrex’s Technology & Orthotics division. “Foot.com is visited by more than 40,000 users each week and is an important hub

New Karhu Store Opens

Karhu has opened its first store in the heart of Harvard Square at 9 JFK Street in Cambridge, MA. Last year, Karhu signed an agreement to distribute its shoes exclusively in Fleet Feet Sports stores. The store offers a full breadth of Karhu’s footwear collection including the Legends lifestyle line and the updated Ortix and Fulcrum technology featured in the Performance Running assortment. The store will also carry Limited releases, apparel capsules and collaborations. “This unique location will allow us to tell the Karhu brand story and merchandise 22

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our iconic silhouettes, educating customers about our 100-year old history,” says Huub Valkenburg, CEO of Karhu. “With the addition of the flagship store, we can keep our limited distribution policy in place, protect our dealers and remain free of online clutter.” Aetrex Re-launches Foot.com

Aetrex Worldwide, Inc. has officially re-launched Foot.com with the purpose of establishing the most comprehensive forum for updated information on foot health available on the web. Originally launched in 1999, the site is designed

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Running Shorts (continued) that centralizes information about all areas of foot care in an effort to educate the public,” said Aetrex CEO Larry Schwartz. “Aetrex has been a leader in foot health for generations and we are invested in helping create more awareness about the long term benefits of foot care to help people across the globe feel and perform at their best.”

Smartwool Partners With Ultra Tour Monte Rosa

Smartwool is partnering with Ultra Tour Monte Rosa (UTMR) as a sponsor of the one-day ultramarathon and multi-day stage race. The brainchild of athlete and UTMR Race Director, Lizzy Hawker, the Ultra Tour Monte Rosa features 116- and 170-km races, which can be run at once or in stages,

around Monte Rosa in Italy, with more than 11200 metres of elevation gain for the full distance. It will be held on September 6-9, 2017. Hawker created this brutal and beautiful route while training for the Ultra Trail du Mont Blanc, and now the full 170km UTMR is a qualifying race for the UTMB. Smartwool also sponsors the Hardrock 100 in Silverton, CO, as well as the Run Rabbit Run 100, a Hardrock 100 qualifier, and the Steamboat Springs Running Series, along with several other run events around the globe. Fleet Feet Fort Myers Opens

Photo: Giacomo Meneghello

Italy’s ultra marathon race Ultra Tour Monte Rosa has Smartwool as a sponsor.

Fleet Feet Sports has opened a new location in Fort Myers, FL. The store, which opened last week, gives the running store franchisor a total of six stores in Florida. Experienced retail veteran and runner Russ Kozar and his wife Kristina are the co-owners of the store, which is located at 13499 South Cleveland Ave. Kozar spent the last two and a half years serving as the general manager of two

Fleet Feet Sports locations in Nashville, TN. He previously worked in store management of several Lowe’s locations in Iowa, Indiana, and Tennessee. “Fleet Feet Sports is all about being that place where anyone of any fitness level can come and get advice, inspiration, and motivation,” says Kozar. “I learned from the best in terms of working with (Fleet Feet Sports Nashville owner) Christi Beth Adams, and can’t wait to grow and support the strong, vibrant, passionate running community in Fort Myers.”

HOTEL SCAM ALERT THE RUNNING EVENT ® DOES NOT AUTHORIZE ANY THIRD PARTY HOTEL BOOKING COMPANIES TO USE OUR TRADEMARK.

Each year unofficial housing companies attempt to take advantage of our show participants. Do not be fooled by unofficial housing companies soliciting your housing business claiming to be from The Running Event. They do not have access to our room block. Often times our exhibitors who purchase rooms through these companies arrive and have no room available, no way of recovering the charges to them and have put their personal information at risk.

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The Running Event (TRE) will not call you for hotel bookings, and we will only contact you via email to direct you to our website. TRE will provide all the information with direct links on our website once registration opens. www.therunningevent.com Please contact Christina Henderson for further information: chenderson@formula4media.com • 516-305-4712

Introducing

ALBERT The Revolutionary 3D Foot Scanner

Aetrex is bringing consumers back into stores with the launch of Albert, the revolutionary 3D foot scanner that creates a memorable in-store experience that no e-commerce site can match. Featuring over 5,000 sensors, 960 infrared LED’s and 18 digital cameras, Albert captures unparalleled data about your customers’ feet, enabling smarter footwear and orthotic buying decisions. Working in tandem with Aetrex’s Lynco orthotic line, Albert is tied to a unique business model that offers tremendous impact to your bottom line and proven consumer benefits.

Visit the Aetrex Technology booth this summer to demo Albert FN Platform, Booth# 82424, August 14-16, 2017

Running Shorts (continued) Stay Safe with Nite Ize

The new TagLit Magnetic LED Marker from Nite Ize is designed to help users stay safe during nighttime activity. Featuring a strong magnetic closure, the TagLit snaps onto the back of a shirt collar, sleeve, backpack, hat, dog leash or any other area. The marker light incorporates four bright LEDs and two neodymium magnets, packaged in a durable nylon material with an eye-catching passive reflectivity pattern. The TagLit will operate in glow or flash mode with a simple press and, with a replaceable lithium coin cell

TagLit Magnetic LED Marker from Nite Ize

battery, will run for up to 70 hours. It is also weather resistant. MSRP $9.99. Ortholite Being Acquired

Private equity firm Trilantic North America, which sold its majority stake in Implus Corp. to Berkshire Partners in May 2015, has inked a definitive agreement to acquire a majority stake in Ortholite, the maker of branded open-cell, foam insoles and other components. The deal, expected to close in the third quarter, is part of a managementled buyout that will see Ortholite CEO and Founder

Glenn Barrett, COO John Barrett and others in senior management retain significant stakes in the Amherst, MA company that supplies its products to 250 footwear brands. Financial terms of the pending transaction, which will see Blue Point Capital Partners exit Ortholite, were not disclosed. Trilantic, which manages four private equity funds valued at $5.9 billion, has made other investments in the industry besides Implus. They include SRAM bicycle components and a minority position in Boulder, CObased PACT Apparel in February 2016. n

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THE RUNNING EVENT 2017

THE CONFERENCE & TRADE SHOW FOR RUNNING RETAILERS

NOVEMBER 28- DECEMBER 1, 2017 AUSTIN CONVENTION CENTER Exhibitor & Sponsorship Information: Troy Leonard: tleonard@formula4media.com 352-624-1561

4 DAYS OF IDEAS, STRATEGIES AND TACTICS TO KEEP YOU COMPETITIVE LEARN BEST PRACTICES FROM THE TOP RETAILERS IN THE BUSINESS VISIT MORE THAN 250 BRANDS AT THE TRE TRADE SHOW THERUNNINGEVENT.COM