HOW TO TRAIL
even if you’re not in a trail running mecca
While the San Francisco Running Company benefits from a lively trail running scene in its own backyard, the two-store chain’s thoughtful efforts to champion trail running can be mimicked by shops across the U.S. / By Danny Smith
Ted Knudsen counts his blessings every day. Less than a mile from the door of Knudsen’s San Francisco Running Company flagship shop in Mill Valley, CA, runners can explore the Marin Headlands. Miles and miles of trails wind through the “fog-swept coastal prairie ecosystem” which pairs “dramatic cliffs of oceanic rock” with “sweeping views of the Golden Gate Bridge,” according to the National Park Service.
Mill Valley is also home to the Dipsea Trail Race, the nation’s oldest trail race. Founded in 1905, the annual 7.4-mile race from Mill Valley to Stinson Beach reaches capacity every year and attracts runners from around the world.
Yet more, the Bay Area also offers weather conducive to year-round trail running,
On the front cover: Runners in the Beneva Quebec City Marathon run through the Quartier Petit Champlain, one of the most beautiful sites in Old Québec and a must-see destination for visitors to the city. The race celebrates its 25th anniversary next month (see story on pages 42, 43).
something many other trailloving communities scattered across the U.S. do not have.
The local trail running scene is alive and vibrant in the Bay Area, Knudsen says, which is a blessing for his 11-year-old business, which has a second location in nearby San Anselmo.
“Our location is so central to our success,” says Knudsen, who purchased the San Francisco Running Company from its founder, Brett Rivers, in 2019. “When you have trails next to you, you’ll attract trail runners. It’s a bit like having an ice cream truck right next to a park.”
Which isn’t to suggest Knudsen takes things for granted. While trail running is baked into his local environment, Knudsen and his team at the San Francisco Running Company are always working to service and anticipate the needs of customers. Their
work provides an example of how other run shops – even those in non-trail running hotbeds – can capture success in the category. Here are seven pieces of advice on How To Trail, even if you are not in a trail running mecca like San Francisco Running Company.
1. With group runs, focus on accessibility, authenticity and consistency.
Back in the day, Knudsen says San Francisco Running Company’s Saturday morning trail run was known as a fast two-hour run.
“Log as many miles as you could and get back to the shop before it opened,” he says.
That’s changed over the years so the shop could broaden its reach. Today, the Saturday morning run features two distances with suggested routes as well
as an invitation for participants to modify the route to fit their needs. The group run attracts 50-plus people each Saturday.
“And we keep doing it week after week,” Knudsen says, adding that the regularity of the run and its low-key vibe are also important. “We don’t overproduce it. Sometimes we have vendors, but most times we do not. Make it accessible and authentic and people will come.”
2. Choose the right sherpa.
Nearly two years ago, Knudsen ceased leading the Saturday morning group runs and handed those duties over to Chris Bartholomew, a parttimer at the store who is also an ultrarunner. Bartholomew is “approachable, creative and not in your face with anything,” Knudsen says. He keeps lines of communication open, captures photos for San Francisco
How To Trail (continued)
Chris Bartholomew (below right photo) leads Saturday morning trail runs for the San Francisco Running Company, bringing enthusiasm and creativity to build community and elevate the running business at the two-location run specialty shop.
Running Company’s social media and is an organized, good-hearted leader.
“I could lead the run, but I’m not the guy,” Knudsen admits. “As the owner, all I see is the work ahead.”
3. Discover the ideal communications medium.
Trail runners, in particular, have embraced Strava for its tracking capabilities, community and motivation. San Francisco Running Company taps into this orbit with its own Strava group, where it posts all of its group trail runs and notifications as well as store events.
“We use the communication tool our people are already using,” Knudsen says of San Francisco Running Company’s Strava group, which boasts nearly 13,000 members. “We wouldn’t have that reach if we only posted on Facebook.”
4. But be willing to experiment and evolve.
San Francisco Running Company is preparing to launch an easy Sunday morning trail run once a month. As this monthly event will target beginning trail runners, Knudsen is turning to Meetup rather than Strava to broadcast the event.
“We’re testing the waters here and think Meetup makes sense given the demographic we’re targeting,” he says. “In the end, it’s all about bringing people into our community at the San Francisco Running Company.”
5. Align with races.
To be certain, San Francisco Running benefits from various local trail races, many of which start within a few miles of its storefronts. But again, Knudsen doesn’t take that for granted.
Like many run shops across the U.S. with road races, Knudsen tries to put his stores front and center with local trail races. San Francisco Running Company hosts packet pickup for various trail races and also organized a massive training run from its store in April for the Broken Arrow Skyrace.
“We are a part of the ecosystem with trail races,” he says.
6. Craft savvy partnerships.
San Francisco Running Company enjoys a working relationship with the Marin County chapter of Trail Sisters, the women’s trail running community that boasts dozens of local groups from coast to coast. On the first Saturday of every month, the Marin chapter organizes an early start, no-drop trail run.
“This regular run with Trail
“Our location is so central to our success. When you have trails next to you, you’ll attract trail runners. It’s a bit like having an ice cream truck right next to a park.”
Ted Knudsen, owner of San Francisco Running Company
Sisters really brings people in who might otherwise feel overwhelmed by one of our store-led trail runs,” Knudsen says.
7. Be strategic with purchasing.
Though the local appetite for trail running is hefty and the San Francisco Running Company caters to trail runners across the spectrum, from hard-core ultrarunners to trail novices, Knudsen still brings a disciplined approach to purchasing.
For instance, he foregoes Gore-Tex footwear options and doesn’t carry shoes designed for fell running. Neither, he says, would resonate with his clientele.
“We know our runners, their plans, our weather and our trails and that dictates the products we carry,” he says. n
While the San Francisco Running Company benefits from a lively interest in trail running among locals, the store has crafted relationships with strategic partners and trail races and also evolved its communications efforts to better engage audiences.
Two Years Running
By all measures, REI’s expansion in the running market is paying off for the outdoor retailer. / By Amanda
Runners tend to be a loyal bunch, whether to their shoe brand, their training plans or their local run specialty store. It’s the latter that made outdoor retail giant REI’s 2022 expansion in the running space somewhat of a risk. But by most metrics, it was a gamble worth taking. According to REI, its run business is 20 percent bigger today than it was in 2022 — and the company now sells more running shoes than hiking shoes.
The store has found its foothold with runners with a multi-pronged strategy, explains Fan Zhou, general manager of merchandising for footwear.
“It goes back to the reason we started on this journey to begin with,” he explains. “We believed our existing members were running and that we weren’t serving them as well as we could.”
To upscale the running experience for members, the big-box retailer has created a decidedly local specialty store approach. As a starting point, REI expanded its selection of footwear, especially on the road side. Using its size, the company also personalized the products it carries to each market. The clothing a runner needs in Alaska is going to be quite different than a runner in Tampa, for instance, especially in January.
Taking this hyper-local approach a step farther, REI also identified key running markets and created stores-within-stores where runners can find all they need in a centralized space. They launched these run specialty spaces first in Los Angeles and D.C. and have plans to expand the concept to Chicago and Denver by year’s end.
“We provided a holistic environment for runners within the stores,” explains Zhou. “They can find a curated selection of their shoes, apparel and nutrition all in one spot.”
This innovative approach has spread
outside the store’s four walls, too. In both LA and D.C., REI has created local running events with the idea of filling existing gaps. “We looked at what the running communities needed and how we could deliver them something unique and compelling,” explains Zhou.
In Los Angeles, for instance, REI created a 5K trail race at local ski resort Mt Baldy. The idea was to introduce trail racing at an attainable distance – rather than an intimidating ultra – and do it with a festive, communal atmosphere. “Runners ascend 1500 feet and meet at the top, where they can hang out after with food and drinks,
then take the chair lift back down,” says Zhou.
In the D.C. area, REI aimed to disrupt the concept of a neighborhood 5K. Anchored at a local brewery, runners took a 3.1-mile tour of the city, then finished at the brewery for an afterparty. The event was well received and REI intends to build on its momentum with an even bigger version next year.
Brand Partners Weigh In
REI’s expansion into the running space has also involved deeper partnerships with its running brands, including most of the big boys.
Loudin
REI has created a local specialty store approach to grow its running business, especially on the road side.
A Path Ahead
The outdoor industry has long missed the mark in creating an inclusive environment. Brands and retailers are beginning to recognize this, however, and are working in many ways to improve the culture.
A piece of that effort comes in the form of REI’s Path Ahead Ventures, founded in 2022 as an acknowledgement that people of color represent only one percent of outdoor entrepreneurs. With a goal of accelerating the success of founders of color, the Path Ahead program offers support to startups owned and led by people of color.
Sid Baptista, founder of PYNRS (pi-o-neer-s) which he bills as “streetwear-inspired running apparel,” is one participant in Path Ahead. Baptista began running in Boston in his mid-20s and quickly fell in love with the sport.
With a goal of normalizing running in Black and Brown communities, Baptista founded the PIONEERS Run Crew in 2017. In doing so, he noticed the lack of running apparel that properly fitted most runners in his community.
An idea was born and in 2020 Baptista launched his clothing line with a crowdfunding campaign. While he raised over $50,000, he knew he still faced an uphill
Jen McLaren, president of Altra Shoes, says that REI’s values align well with the brand’s own ethos. “Our goal was to expand our position with current members, while also attracting new members who before hadn’t considered REI as a running resource,” she says. “Now REI is becoming that resource and together we can get behind new, innovative solutions for the consumer.”
One way that is playing out is the launch of Altra’s Outroad 3 in September, exclusive to REI. “We’ve leaned into the partnership and even brought our founder into the LA store to share our story and go running with customers,” McLaren says.
On has also realized benefits
from its REI partnership and has watched it grow and evolve over the past two years.
“REI is one of our key partners, enabling us to connect with a diverse group of road running and experienced trail running enthusiasts,” says Shay Huskey, key account marketing lead. “Collaborating with REI allows us to validate our outdoor products and introduce new innovations to a large audience of dedicated members.”
According to Zhou, REI’s run market growth is benefiting from the design and innovation in the run space in general. But from the outside looking in, REI is likewise having a positive benefit for runners, from the seasoned to the newly converted. n
battle. The Path Ahead became a partner in that grind.
“REI found us on Instagram and I was ecstatic to apply and get through the Path Ahead process,” Baptista says. “They provided us with capital, which is huge for apparel, and connected me with an incredible network.”
Another boost for Baptista is that REI now carries his line, which has led to more opportunities. “In run specialty, if you say you’re in REI, it’s an advantage for getting into other stores,” he explains.
Likewise, Baltimore-based Susan Clayton, CEO and founder of WhitePaws RunMitts, has found her participation in Path Ahead invaluable.
“The program provided us with a week-long learning cohort in Seattle, plus mentors and funding,” she says. “I’ve learned so much and having a safe space with the cohort to ask questions and know that I’m not alone is so helpful.”
With aspirations of growth, Clayton has put the program’s lessons on structuring, marketing and production to good use. “Path Ahead helped me realize I needed help,” she says. “I have big ideas but don’t always know how to implement them. That’s where Path Ahead really mattered.” n
Trace Efforts
Leave No Trace provides a blueprint for taking care of the environment the industry relies upon.
It is vital that the trail running community – indeed, the entire outdoors community – take care of the environment. It’s where we run, hike, bike and walk. Here to help in that effort is Leave No Trace.
With the ambitious goal of making it easier for everyone to access and apply its principles and with an all-encompassing motto of “from the backcountry to the backyard,” Leave No Trace has evolved significantly over the past few years by expanding its educational content and introducing free online courses. Its programming and education content now covers a broader range of activities, including trail running, and it has developed a more diverse portfolio of partnerships.
The ”elevator pitch: Leave No Trace is a 501(c)(3) non-profit organization providing programs, education, training and outreach in all 50 states and more than 100 countries around the globe. Utilizing the power of science, Leave No Trace helps educate users on responsible recreation practices, from trail running in the backcountry to a picnic in your backyard.
And, according to corporate development manager Peter Murry, its new partnerships, many within the trail running community, have helped it reach new audiences and reinforce its commitment to protecting the outdoors in all its forms.
“Our educational efforts over the past year have reached over 360 million visitors through partnerships with 41 state, regional and city tourism organizations,” Murry points out, while its “Leave No Trash” campaign has engaged more than 10,000 people globally, resulting in the removal of five tons of trash from outdoor spaces.
Additionally, Leave No Trace conducted 357 educational programs across the U.S.
Leave No Trace is dedicated to the preservation of the outdoors “from the backcountry to the backyard.”
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and its “Training for All” initiative saw nearly 400,000 online lessons completed.
A key highlight from the past year is Leave No Trace’s new partnership with Hoka, which resulted in the launch this summer of an initiative supporting trail preservation and accessibility, contributing $75,000 to organizations, including Leave No Trace.
“Hoka’s involvement not only provides crucial funding, but also amplifies our educational reach,” explains Murry. “Through their platform promotion we’ve been able to engage a wider audience, promoting environmental stewardship and significantly increasing public awareness
and participation in sustainable practices.”
Eco-efforts by events and brands are crucial to trail runners and have a measurable impact at retail, Murry stresses, and supporting sustainability initiatives aligns with the values of many trail runners who cherish and benefit from the outdoors. And there is no denying that the practical effect on sales is also significant.
The Retail Benefit
“Studies show that consumers are increasingly prioritizing environmental responsibility when making purchasing decisions,” he says, pointing to a recent survey by Nielsen that revealed that 81
percent of global respondents feel strongly that companies should help improve the environment.
In addition, trail runners who directly engage with nature are particularly responsive to brands demonstrating eco-friendly practices.
“Brands that actively participate in conservation efforts and partnerships with non-profits often see increased loyalty and advocacy from this community,” Murry says. “Events prioritizing sustainability can draw larger crowds and attract more sponsors, creating a positive feedback loop that benefits both the environment and the brand’s bottom line.
“In essence, committing to
eco-efforts fulfills a moral obligation and serves as a powerful selling point, resonating deeply with consumers and driving sales.”
Leave No Trace stresses that run and outdoor specialty retailers can significantly champion sustainable recreation practices because they engage directly with recreators, both in-store and online. Integrating Leave No Trace education into these touchpoints – through in-store signage, social media content and website highlights – can make a substantial difference.
“A person trained in Leave No Trace is five times more likely to protect nature,” Murry points out. “We’ve collaborated with hundreds of organizations to develop and implement these strategies.”
Murry stresses that a retailer that encourages people to get outside and into sensitive ecosystems also has a responsibility to do so sustainably. Ultimately, these are areas everyone can enjoy and benefit from and losing access to them would hurt the industry’s collective well-being and business — which of course depends on people enjoying outdoor spaces.
“From a marketing standpoint, consumers are more focused than ever on who they are buying from and where their money is going,” he says. “It is no longer enough to simply produce or sell quality products. Brands and retailers must show their consumers they are investing time and money into protecting our outdoor areas. Brands that champion sustainability stand out from the congested crowd.”
And for running and outdoor brands, partnering with Leave No Trace offers an opportunity
With a presence at many outdoor events, Leave No Trace stresses that run and outdoor specialty retailers can significantly champion recreation practices because they engage directly with the men and women who use the trails and paths.
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to elevate sustainability efforts and make a genuine impact on the outdoors. Each partnership is tailored to fit a brand’s specific needs, whether through staff engagements, custom content creation or comprehensive brand integration. By aligning with Leave No Trace, brands gain access to a well-recognized and respected name in sustainability, amplifying their own environmental story.
“We specialize in creating partnerships that deliver significant impact and even a simple collaboration, such as sharing our educational content on social media or website, can distinguish a brand and foster a lasting, positive influence on outdoor stewardship,” Murry says.
“The trail running community is vibrant and full of organizations making a difference and building relationships with these local and national entities
requires effort, but can greatly enhance your brand’s presence and contribution to protecting the outdoor areas we all love.”
Tips For Saving The Trails
Taking it a step further, Peter Murry encourages runners to follow the lead of Leave No Trace and he provides five helpful tips for the next time anyone hits the trail.
1. Know Before You Go. If you’re heading to a nearby park or trailhead, research the area before you head out to learn about the rules and regulations in the area. If you know that a trail tends to be busy, consider choosing a less popular trailhead or running in off-times to prevent overcrowding that can lead to trail widening and erosion.
2. Stick to Trails, Even When It’s Muddy. Run on durable surfaces such as trails, rocks and roads. Run through mud puddles or patches to prevent trail widening and avoid cutting switchbacks to prevent erosion that can lead to sedimentation and turbidity in local waterways.
Leave No Trace’s goal into 2025 is to broaden its reach through research, new educational content and strategic
partnerships. The group plans to continue to provide accessible educational resources and online trainings that cater to a wide range of communities and activities.
Looking Ahead
“Achieving this requires more than just cutting-edge research to guide our content — it requires innovative approaches to deliver this education effectively,” Murry explains. “Partnerships with organizations and brands are crucial for integrating Leave No Trace principles into diverse events and platforms.
“Financial support and brand platform leverage are essential to making these resources widely available,” he adds.
“With the help from brands, we can amplify our impact, ensuring that everyone getting outdoors knows how to do so sustainably.” n
3. Pack It In, Pack It Out. Be prepared to pack out any wrappers and trash from energy snacks or gels and use a reusable water bottle to minimize the impact of singleuse items.
4. Be Respectful of Flora and Fauna. Running is an excellent time to check in with yourself and the natural world. See a beautiful flower or a cool-looking rock? Take a picture and leave it for others to enjoy as well. See an incredible animal? Make sure you’re viewing them from a safe distance to Respect Wildlife.
5. Be Kind and Communicate. Refer to the yield triangle to determine who has the right of way on the trail. It’s essential to foster an environment where everyone feels safe and respected. By following these guidelines, we can ensure that all runners enjoy their time on the trail to the fullest.
Peter Murry believes running and outdoor brands can greatly enhance their presence through involvement with the efforts of groups such as Leave No Trace.
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Inov8 Hits The Road
Trail brand expands with road race sponsorship and new Roadfly shoe.
With a long and successful history in trail running, shoe, apparel and lifestyle brand
Inov8 is making two major moves into the road racing space as 2024 heads into its final months.
First up is the news that it has become the lead sponsor of the Langdale Marathon and Half Marathon, a Lake District running race that is regarded as the UK’s toughest road marathon. The Brathay Trust-organized Langdale Marathon, first staged 36 years ago by “Rocket” Rod Berry, sees runners complete a 26.2-mile road course that includes 3340 feet of grueling ascent amid the stunning Langdale Valley. That’s more than the equivalent height of Scafell Pike, England’s highest mountain.
The record time stands at two hours, 41-minutes, 34-seconds, set by Jarlath McKenna in 2021.
For the first time, this year’s marathon and half marathon events – on October 19 – will have a new lead sponsor. The collaboration between the two local organizations will boost Brathay’s charitable mission to support and empower young people across the UK in building brighter futures.
“Although Inov8 has a long history of supporting local sports events and charities, this marks our first time as the lead sponsor of a road running event,” explains Inov8 founder Wayne Edy. “It’s hugely exciting for us, especially as the event is here in the Lake District and has that unique appeal of being the UK’s toughest.”
Brathay Trust delivers life-changing residential programs for young people at its Lake District center, as well as within community settings in Bradford and Cumbria. This unique blend of residential and community-based support has made a significant impact on young lives.
“We’re thrilled to be partnering with Inov8 for the Langdale Marathon and Half
Marathon,” says Teresa Jennings, Brathay Trust CEO, “Uniting two local brands with a shared commitment to our local community, this collaboration brings a brighter future for this iconic event.
Unveiling the Roadfly
The sponsorship comes at the same time as Invo8 re-enters the road running space with a shoe that reconnects runners to the road. Bucking the carbon plate trend, the trail specialists have designed a new collection of road running shoes called Roadfly.
The first shoe from the collection is now primed to leave the start line. It shares the same name as the collection, Roadfly, and
features a new anatomical foot-shape fit, 18mm/12mm of propulsive Powerflo Pro midsole foam and weighs 265 grams. It is designed for all distances and training/ racing scenarios.
Three additional shoes in the Roadfly collection will follow, with each dialed in for extra speed or extra cushioning.
Inov8 intentionally steered away from the carbon plate trend in the design of the new Roadfly. Instead of plates and high stacks, it has focused on creating a lowprofile road running shoe with a natural feel, reconnecting runners with the road, while promoting the benefits of greater comfort and foot health.
“The human foot is already perfectly adapted for movement and running in shoes with a lower profile helps you to maintain your natural center of gravity,” explains Edy. “This leads to a more efficient and injury-free running style.
“The new Roadfly shoe ticks all these boxes and coupled with the same new footshape fit that features on all our 2024 trail shoes, it provides a more natural, comfortable, fast-feel alternative for road runners to add into their shoe rotation.
“We’re delighted to re-enter the road scene with a shoe that oozes the Inov8 DNA of giving runners everything they need and nothing they don’t.” n
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Answering The Bell
The
Thelping athletes move from one stage of their careers to the next in the business world. /
By Izaic Yorks
he bell bellows over the thrumming crowd, its ring urging each runner to make their final moves as it proclaims the last moments of the race. For athletes in the track and field world – especially those who compete in distance events – the sound of the bell is representative of the mad dash to the finish line. For professional athletes in track and field, that brass bell also has another meaning: the inevitable retirement from sport.
From that metaphor, Chris O’Donnell founded a program under the moniker, The Bell Lap.
According to O’Donnell, “The Bell Lap exists to guide professional track and field athletes as they transition from sport to business. We provide athletes with career coaching and ideally access to paid internships or meaningful work opportunities with industry-leading companies. And to our business partners, we provide access to one of the largest untapped groups of diverse potential.”
While O’Donnell will downplay his role in helping athletes, “coach” is a title that cannot be denied. Throughout his 32-year career at Nike, he mentored many athletes, sharing his wisdom with an open heart. For him it was no surprise when track star Andrew Bumbalough approached him, asking, “Can you help me with my resume?”
A question to which O’Donnell answered with a resounding, “Yes.”
After a few conversations with Bumbalough, it became clear his resume was too thin. They started by talking about getting some real-world experience. Several phone calls later, he began working on a short-term project for the Nike Training Footwear team — a product brief for the Metcon 6.
The brief resulted in Bumbalough being
able to showcase his talents to the footwear team at Nike. It then led to a one-year temporary position in Footwear Innovation, which brought him into a full-time job within Kids Footwear.
“He and I both felt great,” O’Donnell says. “And as we celebrated, he hit me with another one: ‘There are others out there like me, [athletes] who are ready to retire, but don’t know the right path to follow.’”
Thus the seed of The Bell Lap was sown.
The Bell Lap Mission
The mission of The Bell Lap is two-fold:
1. Helping professional athletes find meaningful work following retirement from sport.
2. Providing diverse talent to the business community, including the running retail industry.
In 2022, The Bell Lap ran its Pilot
Program with success. In addition to Bumbalough, the first cohort included world champion Kori Carter and U.S. champion Aaron Mallet. During this fledgling period, they secured the support of a talented Advisory Board of business veterans and athletes — which includes the likes of Ashton Eaton and Renee Washington, COO at USA Track & Field.
Each athlete in the program is matched with work or the next step required to move into their professional career. Taking the insights from the wins and pain points, The Bell Lap team went on to head up another cohort in 2023. Like all businesses, however, the road is never free from challenges and pitfalls.
“One of the initial goals of The Bell Lap was to provide short-term work assignments or internships in the athlete’s off-season,” says O’Donnell. “It’s been challenging to
Bell Lap is
Andrew Bumbalough has turned to Bell Lap for assistance in taking his post-racing career to a new level.
get businesses to create winter internship programs. There is a lot of interest in the idea, but we have had difficulty changing interest to action.”
The Bell Lap team, however, is undeterred, instead focusing on how to scaffold and pivot.
“We are an athlete-focused program. Finding meaningful matches between program participants and employers is as much a timing issue as a location challenge,” explains O’Donnell. “So we are pivoting now to be more business-centric. This change means we are starting to create hubs. The idea is to focus on communities where we have groups of athletes and a vibrant business culture. If we can connect these communities in positive ways, that should be a value add for both.”
Currently, The Bell Lap serves the track and field and business community. At some point, The Bell Lap plans to
expand to serve more athletes. For now, however, they are content to focus on one of the most diverse sports in the game — a sport filled with successoriented candidates, each with an intimate knowledge of their sport and adjacent industries.
Finding Different Skills
From his conversations with the athletes, O’Donnell discovered a slew of varied mindsets across the sport. For example, a shot putter’s mentality is nothing like a 110m hurdler or a 10k runner. Of the similarities? They’re disciplined, strategic planners, and goal-oriented. They’re winners.
“If we listen to our business partners and athletes and adjust in ways that help us better serve them, we will eventually land on the right model that is scalable. It’s an energizing space to be in,” he says. “We are not set in any one way. We prioritize serving our constituents and flex
as needed. For us, nothing is a setback as much as a learning experience.”
Quality over quantity is the cultural motto at The Bell Lap. Every year The Bell Lap grows closer to its strategic goal. The aim is to build out a pipeline using the following tactic: The program gets an eye for when a relevant position is going to open and ensures the athlete is at the top of the candidacy list. This means building longterm relationships within the business community, learning about their needs and finding a competent match within the program cohort.
The “magic” of this method thus lies in the diversity from which the program pulls, as the track and field landscape offers a variety of high performers who share a determined drive to see their team win.
Most people don’t realize the massive talent latent within professional athletes. The cohorts
of The Bell Lap often don’t even realize it themselves. That’s where some of the program coaching comes in. A lot of effort is spent in helping the athletes identify the transferable skills that also make them some of the best competitors in the world.
“The Bell Lap was a transformative experience, equipping me with the tools to confidently transition from the track to the corporate world,” explains Kori Carter. “The process allowed me to discover where my passions lie and where I want my career to go. It can be a daunting task, trying to articulate how a seemingly specialized and nontraditional career, like being a professional athlete can be an asset to a company.
“The Bell Lap helped me cultivate language that marketed my athletic skills and experiences that make me a viable and attractive candidate.”
Better yet, The Bell Lap also aims to help other industries like the run specialty retail community realize the potential of professional athletes, enjoy the benefits of their skills, rich diversity and ability to win for their team.
It gets to the question: If a team has a vacancy in a shortstop position, is it better to draft the best shortstop? Or is it better to draft the best athlete and teach them the position?
In the end, for O’Donnell, it’s about seeing the athletes flourish. “It’s hard to explain. It’s kind of like the feeling a coach has when one of their athletes succeeds. It’s energizing and rewarding. You realize that while you may have provided guidance, it’s the athlete who did the work.” n
Kori Carpenter says the Bell Lap process allows her to discover where her passions lie as she transitions from a racing career.
The Runner Defined
A Fleet Feet Running Report provides insight into who runners are – and what they are buying. / By
There are few retailers with the depth and breadth of reach who could figure out what is going on in running just by asking its customers a few questions. But that’s exactly what Fleet Feet, with more than 270 stores across 40 states, did recently with its inaugural Fleet Feet Running Report.
The 19-page report is based on a custom survey Fleet Feet commissioned with YouGov of 3500 people ages 18 and older who spent $75 or more on running shoes and/or apparel or accessories in the past 12 months. It also weaves in data from Fleet Feet’s 3D fit id foot scanning technology and systemwide sales data from the company’s 270-plus stores. When put together it provides big-picture insights about the running populace as well as sales data identifying the products and brands most resonating with the company’s customers these days.
“Some of the data validates what we know about our customers and products and supports what we see in our stores each and every day,” says Fleet Feet president and CEO Joey Pointer, “while other data challenges us to think differently about how we can connect with new customers.”
Among the more interesting findings that all run specialty retailers can use:
• According to the Fleet Feet report, 61 percent of runners are female. Only 39 percent are male. While many running stores acknowledge females make up the majority of their customer base, the 22-point difference isn’t some modest gap — it’s significant. Such a chasm, in fact, might compel running stores to investigate their specific customer mix more intently, as it could inform how they merchandise products, develop in-store programming, market products or even remodel their store.
• Retailers need to pay attention to walkers. That’s because of the 3500 people
YouGov surveyed, 32 percent identified as “casual runners” while 12 percent considered themselves a “serious runner.” Such individuals – the high school athletes, the marathoners, the three-runs-a-week crowd – have long been the backbone of a running store’s customer base. But nearly as many (43 percent) aren’t runners at all — they’re
walkers. And walkers but a lot of stuff. How can run shops create inviting atmospheres and experiences for walkers? How can they better market to and capture that clientele? Many running stores have unveiled walking groups to cultivate deeper connections. Others thoughtfully, intentionally and consistently message to
Danny Smith
walkers on social media and in their outreach programs.
Whatever the method, it’s clear walkers can’t be ignored, certainly not when there’s about a 50/50 shot that the customer stepping into the store is one.
• Traditional training shoes still carry the day even though “super shoes” have injected undeniable energy into the footwear category and delivered “wow” moments for those who give them a try in running shops. Still, traditional training shoes dominate in sales. Of the top 10 best-selling shoe models at Fleet Feet, all 10 are “traditional” trainers. Could that change as brands continue to experiment, innovate and push
the foundational elements of the super shoe – soft, springy foams coupled with rigid plates – in novel directions to increase accessibility and applicability?
Brands such as Mizuno, which rolled out its Neo Vista to much praise earlier this year, and Brooks with its Hyperion Max 2 are certainly making compelling bets.
• While Fleet Feet sells its fair share of apparel featuring logos from legacy running brands like Brooks, Nike and New Balance, its top-three selling apparel brands – lululemon, Vuori and rabbit – are all comparative newcomers to the run specialty space. It’s a similar story in other categories
where brands like Maurten in nutrition and goodr in eyewear have made considerable inroads in the marketplace before their 10th birthday.
If running retailers are to continue honoring the “special” in run specialty, it will require continued exploration, trials and investment in niche brands to complement the established names. Such efforts will ensure a lively product mix, diversify solutions for customers and position running stores to capitalize on brands that gain a following.
• Finally, according to Fleet Feet scanning data, approximately one out of every six people have a half-size difference between their feet,
“Some of the data validates what we know about our customers and products and supports what we see in our stores each and every day, while other data challenges us to think differently about how we can connect with new customers.”
Fleet Feet president and CEO Joey Pointer
with men (19 percent) being slightly more likely than women (15 percent) to have a foot length discrepancy of at least a half size. Store associates might address this conundrum in various ways during the sit-and-fit experience, often leaning into both their own experience as well as the customer’s input and preferences.
Yet, one thing is clear: a fitting process that fails to take both feet into consideration and account for potential differences opens the door to customer discomfort. If the right foot measures 11 on the Brannock device, staff can’t assume they have all they need. Take the extra 10 seconds and measure the left foot, too. For run shops, thoroughness is a requirement — and a primary differentiator. n
Running The City
New Balance unveils annual apparel and footwear collection for 2024 TCS New York City Marathon.
As it does every year at about this time, New Balance is redefining marathon culture by uniting people of all levels through running through its 2024 TCS New York City Marathon Collection, inspired by the magic of the world’s largest marathon. The collection blurs the lines between everyone who comes together on race day and fill the streets in celebration of running in New York City on November 3.
For this year’s New York City Marathon Collection, New Balance is providing gear for runners of all levels – from first-time marathoners to elite racers and spectators. The collection includes performance and lifestyle products, allowing runners to prepare for race day during the long months of training leading up to the marathon. The
collection features all-day style apparel alongside performance gear, welcoming everyone who participates in the world’s largest marathon. The lineup includes:
• Sports Essentials French Terry Crew (Women’s)
• NYC Marathon Graphic Oversized Jersey T-Shirt (Women’s)
• NYC Marathon French Terry Graphic Hoodie (Men’s)
• NYC Marathon Watchman Beanie (Unisex)
• TCS NYC Marathon FuelCell SuperComp Elite v4 (Men’s and Women’s)
“At New Balance, our goal is to provide the best products for all levels of runners. This year’s collection offers a variety of options for all who come together through running on marathon day,” says Tom Carleo, VP of North American Running at New Balance. “From first-timers looking for more versatility and cushion to elite racers looking for the latest technology to power them through 26.2 miles and everything in between.”
Last year, New Balance introduced a new running philosophy, Run Your Way, which celebrates all runners, regardless of pace or distance. It validates running and helps runners acknowledge their role in the broader running culture and the community.
“It’s crucial to find motivation during the demanding training months and this year’s New Balance 2024 TCS New York City Marathon Collection captures the inspiring energy that fills New York on race day,” adds Erica Tappin, New Balance’s head of global running marketing. “The collection celebrates everything that running brings to New York City, inviting everyone from runners to spectators to participate in the world’s largest marathon.”
The collection is now available on newbalance.com, with retail prices ranging from $35 to $180 for men’s and women’s apparel and $265 for the 2024 TCS New York City Marathon FuelCell SuperComp Elite v4. n
ICE RECOVERY ROLLER
• Simply freeze to get over one hour of ice cold therapy
• Ice Massage reduces inflammation as well as breaks up adhesions
• Promotes flexibility and expedites muscle and injury recovery
• Thick gel creates separation between toes
• Provides stretch to metatarsal region
• Can be worn within shoes
• Includes 4 Toe Spacers
Sign Me Up For A Run
RunSignup research paints a rosy picture of race participation through mid-2024.
Run specialty retailers already have a fairly good idea of how the race business is going in 2024 — and now a mid-year report from RunSignup confirms that pre-race registrations have continued to increase after nearly matching 2019 numbers in 2023. In fact, registrations grew a healthy eight percent compared to 2023.
In even better news for event organizers RunSignup, a registration and technology provider for endurance events in the United States, found that prices have increased and younger runners are slowly making their way to races.
“The data from the first half of 2024 tells us the same thing our customers and
research have suggested — that the endurance industry has not only bounced back, it is growing,” says RunSignup founder and CEO Bob Bickel. “Now is the time to capitalize on enthusiasm with engaging race day experiences that will bring runners back year after year.”
Among other key findings of the RunSignup research:
• Young runners are the future. That’s because 16 percent of participants are between ages 18 and 29 and participation by 18- to 29-year-olds continued to increase slightly in the first half of 2024, up from 15 percent in 2023. This positive news comes with a caveat, however: While youth participation has increased for the
“The data from the first half of 2024 tells us the same thing our customers and research have suggested — that the endurance industry has not only bounced back, it is growing.”
Bob Bickel, RunSignup founder and CEO
third year in a row, participation levels lag behind the 2015 to 2017 rates of 18 percent to 22 percent.
• Big is better. Midsize and large races have seen a slower post-pandemic recovery than small races, with races of more than 5000 participants still lagging 16 percent behind 2019 levels in 2023. However, the early 2024 results show a reason for big races to be encouraged, with races of 1000 to 5000 participants and races of 5000plus participants increasing an average 9 percent compared to 2023.
• Repeat events keep repeating. Before the pandemic, RunSignup found that fiveto-seven percent of races with more than 500 participants did not recur in the following year. In 2023, that number returned to normal at 5.9 percent and is forecasted to be consistent in the first half of 2024.
• Prices are up. Races continue to raise prices to compensate for inflation and increased costs, with 10Ks showing the biggest change with prices nine percent higher than 2023 and 20 percent higher than 2019.
For more: https://info.runsignup.com n
A run with … Lisa Hallett
CEO of wear blue: run to remember
wear blue: run to remember honors the service and sacrifice of the American military.
Lisa Hallett is a single mom to three kids, a war widow, an endurance athlete and CEO of national not-for-profit organization wear blue: run to remember.
Thirty-seven years ago, she met the love of her life at her small elementary school in northern California. He was seven; she was five. He had pegged pants and she had a mullet.
This redheaded, freckled-faced second grader grew up to attend West Point and become an officer in the United States Army: Captain John Hallett. He graduated from West Point in the spring of 2001, beginning his military career at an unimaginably dangerous and demanding time.
After a 14-month deployment to Iraq, John took command of an infantry Stryker company in November of 2008. The following summer, July 2009, John deployed with his brigade to Southern Afghanistan.
Three weeks after John left, their daughter, Heidi, was born. And three weeks after that, during her first military family meeting of the deployment, the rear detachment commander escorted her to the battalion classroom, where a gentleman held a white piece of paper… a script: “The secretary of defense regrets to inform you that your husband, CPT John L. Hallett, is believed to have perished in the fires…”
John Hallett was killed on August 25, 2009, with three other soldiers on their
wear blue: run to remember supports America’s military and their families at races around the country.
way home from a goodwill mission. For his unit, it would become a deployment that claimed 59 lives — 41 in Afghanistan and 18 more by suicide.
She turned to the coping mechanism she had leaned on throughout John’s military career: running. For her, it was a tangible accomplishment in a world that felt out of control. “With each step, I tried to run from the pain that life had handed me, but I slowly realized that I was not running from, but through that hurt and fear,” she tells Running Insight.
She did not want to live a life paralyzed by my heartbreak. She wanted a life inspired, motivated and driven. So she ran — first to the corner, then around the block, then a 5K, followed
by a 10K, a half marathon, a marathon. Then she found new challenges — trail races, ultra-marathons, double marathons, the Ironman and, most recently, 100-mile races.
In the middle of her personal grief, and these many miles of running, she worked with fellow military spouses and together they formed wear blue: run to remember. This is the story of wear blue: run to remember, in Lisa Hallet’s words.
Tell us about the start of wear blue: run to remember.
As the unit’s deployment dragged on, fellow military spouses began to join us in our weekly runs. We didn’t gather because we loved running. Far from it. Actually, many of us were not runners.
We came together because we needed space to grieve, to find strength and to belong. A space where we were simply ourselves. We didn’t have to explain what we were experiencing — we all just knew.
What was it like at the beginning?
We gathered in a parking lot, awkwardly looked at each other and then went for a run around the airfield. But we continued meeting each week. We evolved. We became friends. We became a community. We continued our weekly runs throughout the remainder of the deployment
What is the goal of wear blue: run to remember ?
wear blue: run to remember is an inclusive national community that honors the
service and sacrifice of the American military through active remembrance. We empower our families of the fallen, support the men and women still in uniform and honor and remember our service members who have made the ultimate sacrifice. We turn the words “Never forget” into tangible, meaningful action.
And today?
Now, every week thousands of athletes around the world move in blue. From the shores of Iwa Kuni, Japan, to the streets of Fort Campbell, KY, we have 60 communities, six official programs, 15 national races and more than 45,000 participants. Over the past nearly 15 years we have honored thousands of our nation’s fallen military heroes and impacted over two million athletes as they have moved through our tribute displays.
What does the organization do at races?
wear blue builds living memorials on race courses throughout the year, a one-mile stretch featuring placards with the images and names of fallen service members, followed by local community members holding American flags in honor of each of these heroes. It’s a chance for our local communities to honor and remember the heroes from their own neighborhoods who raised their right hands to serve their countries.
Is it strictly for families of fallen military?
The reality is most of us
A sense of community and support are the hallmarks of wear blue: run to remember events across America.
wear blue: run to remember (continued)
have meaningful connections to military service, from our friends to our grandparents to the next generation. It has been a privilege to witness a grateful nation in the aftermath of losing John.
Why should run specialty retailers and running brands get involved with your organization?
wear blue largely works with new athletes who are looking for guidance and “best of” advice. We’re grateful for partnerships with local running stores to guide our runners to experts in the field. wear blue: run to remember is only possible because of the support of our local running stores and community partners. From building teams for the Piesetewa Challenge to hosting a Memorial Day Circle of Remembrance Run/ Walk, wear blue provides easy, no-cost run opportunities for our retailers that tie meaningfully to military and veteran support.
Any other opportunities?
The Tribute Mile is a
wonderful chance to get on the other side of the race course, cheering for the athletes and honoring the fallen, all while standing shoulder to shoulder with our military community.
Tell us about how you support families?
Coming Up: wear blue events
October 27, 2024:
wear blue will build a Tribute wear blue Mile at the Marine Corps Marathon, while supporting 10 families of the fallen on their first marathons in honor of their loved ones.
November 11, 2024:
Allied Forces Run, a no-cost virtual 5K Run, narrated by stories of veterans.
wear blue hosts four cohorts of 10 families of the fallen throughout the year. Engaged in a peer-support, group mentorship model, these new athletes train for and complete their first marathons in honor of their fallen heroes. We always welcome community supporters
December 8, 2024
wear blue: run to remember will build a Tribute wear blue Mile in Military Town USA at the Rock’n’Roll San Antonio Marathon. wear blue will host its first Gold Star Race Program Alumni Program, supporting 70-plus families of the fallen returning to run their second marathon or half. It will be one of the largest gatherings of Gold Star families at a single race.
to adopt an athlete on their healing journeys, through financial and technical support.
How can retailers get involved?
Retailers can get involved with wear blue in several meaningful ways. To start, visit www.wearblueruntoremember.org to learn more about our programs, volunteering on the wear blue Mile, joining a local wear blue community or building a team for an Honor Event. These activities not only support our mission, but also create a deeper connection with the community.
What type of resources does it take?
Involvement may require allocation of time and personnel to participate in events, as well as potential financial contributions through corporate-level giving. Retailers can provide in-kind donations such as products to support our athletes/volunteers or services that enhance the event experience for participants. Additionally, promoting the partnership through marketing efforts can further amplify the impact and reach of both the retailer and wear blue
What would a typical event with wear blue: run to remember look like for a store?
A typical wear blue event involves our community run programs meeting across the country on Saturdays to take purposeful steps in honoring our fallen service members. A
CPT John L. Hallett was killed 15 years ago with three other soldiers in his unit while on a goodwill mission in Afghanistan.
store’s brand is prominently displayed with banners and signs.
What if there is no wear blue chapter near a store?
In that case stores can take the lead by hosting an Honor Event. Our Honor Events, like the Piestewa Challenge and Memorial Day, invite local veterans, military families, community members and their employees to participate in our virtual race component or host an in-person event. Sponsoring these events provides stores with an opportunity to connect with a dedicated community, enhancing brand visibility, and aligning with a meaningful cause.
What type of retailer
should get involved? Do they need to have a military connection or be in a military town?
Any retailer can get involved, regardless of their military connection or location to our wear blue communities. We welcome top brands to aid our community in their running journeys, as they are eager for support and new experiences.
And what about running product brands and other related groups? How can they get involved?
We value brands that appreciate the dedication of the military and the perseverance of individuals taking on challenging endeavors and navigating difficult loss. As a national organization with a database of more than
Getting Involved
There are a number of options for retailers and running brands to become involved with wear blue events …
• Community Runs. Weekly no-cost runs or walks hosted by wear blue volunteers. Each community gathering begins with a Circle of Remembrance, speaking the names of our fallen service members, and is followed by a self-paced run or walk through the community. It is a place of connection, support, and healthy living for athletes of all abilities.
• Tribute wear blue Mile. A one-mile stretch of a run or race course that creates a living memorial to our nation’s fallen service members. The first half features names and images of fallen service members, followed by cheering community members holding full-sized American flags in their honor, a celebration of life, country and our charge to live inspired by their examples.
45,000 people, our support of military families and those experiencing grief is without boundaries. We encourage retailers and brands everywhere to participate in our events and support the cause. Join a community run in your area or experience the wear blue Mile.
This is sort of a milestone year for you, isn’t it?
August 25, 2024 marks the 15th anniversary of when my husband, CPT John Hallett, was killed in combat in Afghanistan. For me, zero and five milestones are heart-stopping. In our hectic, fast-paced world, they mark an earnest passage of time and crystalize the absence of someone we love. Our family proudly chose a life of service, but we didn’t choose the
hard that we were given on August 25, 2009. As I move toward this anniversary, I want to redefine that hard. I want to turn our hard into good.
Finally, how are you marking this anniversary?
This year, 15 years after John gave his life, I will run a 150K (93 miles) around Mount Rainier in support of our families of the fallen. Winding around the Wonderland Trail, with the support of an incredible team and crew, we will climb and descend 22,000 feet, watch the sun set and the moon rise, feel the temperature drop as we move across the Carbon Glacier, and touch the earth that John didn’t get enough time to do himself. (Ed. Note: Lisa Hallet completed this journey on August 25, 2024.) n
• Honor Events. From the Piestewa Challenge honoring women and indigenous communities in military service to a vibrant Memorial Day effort, wear blue holds dynamic global virtual and in-person events to honor our fallen and connect our communities in shared purpose.
• Gold Star Race Program. A program that gives surviving family members the opportunity to tackle a daunting endurance run in honor of their fallen loved ones and receive the support and community to navigate their personal journey of grief.
• Gold Star Youth Mentorship Program. A multimonth, run-focused mentorship for school-aged-youth who have lost a parent or sibling as a result of their military service. Youth are matched with militaryconnected mentors and train for a 5K, building resilience, healthy habits and a meaningful connection to a life of service.
Rocking the Sock
Run retailers share their best practices in selling performance socks to runners. / By Carly
Russo
In the world of running, shoes often hog the spotlight, leaving running socks as an afterthought or as a simple add-on to enhance the shoe-buying experience. But as runners continue to lace up for their next race, the awareness of sock technology is becoming more prevalent.
From custom-fit designs to moisture management technology, the evolution of running socks is transforming the way runners approach their training. Run specialty shops are placing more emphasis on these essential items, recognizing that the right pair of socks not only enhances comfort, but also aids in injury prevention and overall performance. With runners eager to optimize their gear, retailers are playing a pivotal role in guiding them to the sock that will make all the difference in their stride.
“Socks are for everyone. Every person who buys a pair of shoes from us will like those shoes more when they are paired with a technical sock,” says Alexis Kinney, a buyer at Up and Running, Dayton, OH. “Generally, runners are looking for a comfortable, moisture-wicking sock that stays put and prevents blisters.
“Past that, a lot of runners don’t know exactly what they’re looking for and looking at the sock wall can be overwhelming,” Kinney adds. “It’s our job to ask questions and narrow down the wall for them. We don’t necessarily have a sales pitch, but we do make it a priority to explain why good socks are important.”
The need for education is paramount as brands are constantly evolving the design process for socks and incorporating new fabrics with a variety of benefits. The ability for retailers to understand the products in their stores and guide buyers to an informed decision makes a big difference in a runner’s
general understanding of what they are putting on their feet.
“Sock sales are an easy add-on and a high-margin product, but we like the sock business because we believe that good socks make the difference in fit and feel of the shoes,” says Dawn Fabbro, co-owner of Fleet Feet Montclair, Montclair, NJ, adding that they don’t want ill-fitting socks to be a barrier to the fit process. “Shoes are the cake, socks are the icing.”
Fabbro believes that socks that don’t fit properly can make the back of the shoe feel like it’s slipping and won’t allow the shoe to hug the foot in a seamless way.
“If you get a customer into a good pair of socks, it can be life-changing,” she says. “Sometimes just getting it onto their foot can make the difference in the outfitting
process. Add-on sales and margins are a welcome plus, but a high-tech, great-fitting sock, complementing innovative shoes, completes the positive fit experience.”
Understanding the Sock Market
For both new and seasoned runners, understanding the benefits sock brands have to offer can be overwhelming, especially for technical socks that come at a higher price point. That’s why retailers are encouraging customers to try on premium socks in-store to truly feel the difference.
“New runners are more likely to buy the sock if they have tried it on with the shoe, which is why we’ve had great success with the ‘Off the Wall’ program, as coined by Swiftwick,” says Kinney. “Ultimately, budget plays a role, but if we have done our
job in explaining why socks are important, customers are likely to buy in.”
Asking the customer what kind of socks they are wearing also gives retailers an “in” when trying to understand their needs. Wearing traditional cotton socks can cause blisters and discomfort while running, although many runners might not realize that there are better options available until they are asked.
“We find that when we start to ask them about their socks it is highly likely they will purchase a new pair of socks,” explains Allie Cook, a buyer at Runner’s Edge, Farmingdale, NY. “Some consumers are still weary of the price for a single pair of socks and certain brands are definitely higher, so it’s important for us to let them know the value and how long they will last.”
Adding a technical sock onto a shoe or apparel purchase can be pricey for runners looking to stay within a certain budget. Buying a sock might end up breaking the bank for some, especially those less concerned with the benefits of technical socks. That’s why retailers welcome the opportunity to offer vendor promotions in their store.
“We embrace vendor promotions like the buy-threeget-one-free promo, which encourages customers new to high-tech performance socks to give them a try. Hopefully giving them the experience of a better product, creates a well-informed consumer,” says Fabbro.
Merchandising Socks
Retailers have also found that the way socks are merchandised instore also has an impact on runners’ level of interest in buying socks.
“We do treat socks as a separate category, but they are located right next to the shoe wall and are an essential part of the conversation at the fit bench,” points out Kim Chapman, owner of Bull City Running, Durham, NC. “We always keep clean try-on socks at the fit bench and if customers like the sock they try as part of their fit experience, they often leave with a fresh pair or two.”
Having a separate section for socks is not uncommon to help draw attention to these essential items and retailers have found that the way they are organized is important is well.
“We have a separate wall dedicated to all our socks. We have them merchandised by brand and then by cushion, weight and style-low cut, quarter, etc.,” explains Cook. “In one of our locations the section is right next to our shoe wall. At our other location the customer will see all the socks when testing out the new shoes down our track. We find both walls are strategic in catching the customers attention.”
However, for avid runners sock education extends beyond the face-to-face interactions. In the age of internet and social media, many consumers get their information online. Run retailers are recognizing this and doing their part to ensure they are playing an active role in the education runners have access to when it comes to the socks they buy.
“We did an Instagram video explaining the benefits of Feetures socks compared to a cheap cotton sock and highlighted the sweat wicking properties, blister protection and the antimicrobial properties of
the socks,” says Fabbro. “We have seen increased sales in our sock business year over year.”
In 5K training programs Fleet Feet Montclair does a “Dress for Success” talk that explains the benefits of having good socks to participants new to running and walking. Fabbro says they are often shocked that a pair of typical feet has 250,000 sweat glands and produces about a half a pint of sweat a day. “Explaining the importance of wicking moisture away from the feet, is our entry point to education,” says Fabbro.
Working With Sock Vendors
Run retailers care about educating their customers, but it’s necessary for sock brands and vendors to make the same commitment to runners in order to sell more socks. For retailers, having a relationship with those key vendors that helps them educate and support their local community means everything.
Says Chapman: “Sock brands should provide retail partners with plenty of try-on socks so that customers can experience them in-store, provide seed socks to staff so that we can share our recommendation based on personal experience, and consider supporting training programs that are sponsored by retail partners. Half and full marathon training program participants are a captive audience and they typically buy a couple of pairs of shoes throughout their training cycle.
“Since we know that a proper pair of running socks can be run-changing, if not lifechanging, it’s an easy marketing strategy and a great way to get your brand in front of dedicated runners.” n
“Since we know that a proper pair of running socks can be runchanging, if not life-changing, it’s an easy marketing strategy and a great way to get your brand in front of dedicated runners.”
Kim Chapman, Bull City Running
Swift Moves
Swiftwick, the Nashville, TN-based maker of performance socks for endurance athletes, unveiled a brand last month that includes a new website, product packaging, capsule collection and week-long series of event activations. It marks a new chapter for the brand as it embarks on an anticipated stage of growth.
“This rebrand is a celebration of the active lifestyles and endurance athletes that inspire us to continue innovating and improving,” explains Mark Chou, CEO of Swiftwick. “Our new branding and mission reflects our dedication to empowering these athletes by delivering the best performance
socks that inspire them to get out there and take on the next challenge.”
Swiftwick is returning to its roots with a sharpened focus on supporting the
“Our new branding and mission reflects our dedication to empowering these athletes by delivering the best performance socks that inspire them to get out there and take on the next challenge.”
Mark Chou, CEO of Swiftwick
endurance athletes it has served since its founding 16 years ago, while maintaining the same commitment to American manufacturing they have always been known for.
In addition to launching a new brand identity and website, the brand released a limited-edition Endurance Collection, whose net proceeds will be donated to support local run clubs in Nashville. Over the course of launch week last month, Swiftwick partnered with five run clubs to give away over 1000 pairs of socks to athletes in the Nashville area.
The company also continues to invest in the local cycling community as well, through its support of long-time partner Oasis Bike Workshop.
Swiftwick has also continued building its team in preparation for this new chapter. In addition to bringing on former Away executive Mark Chou as CEO last year, Swiftwick has hired Katie Nguyen from Chaco to lead integrated marketing and James Osborne, who spent nearly two decades at Nike, to build the run specialty sales and community functions at the company. n
Swiftwick marks a new chapter with brand overhaul and growing leadership team.
Discover Switchback at The Running Event 2024
NOVEMBER 19-21 | AUSTIN, TX
Switchback at The Running Event (TRE) delivers an in-person experience for outdoor specialty retailers to develop peer relationships and gain important business and industry insights–all while accessing the world’s leading outdoor and running brands under one roof.
Switchback at TRE 2024 will serve as a preview to the inaugural Switchback Spring, taking place June 16-18, 2025 in Nashville, TN.
Interested in joining us at Switchback at TRE? Email info@switchbackevent.com , and a member of our team will be in touch.
BALEGA
BOLDFOOT
The Balega Blister Resist Light Mini Crew combines the natural antimicrobial properties and softness of mohair fibers with Merino wool, ensuring feet stay temperate. Constructed with fibers that wick sweat, these socks keep feet dry and comfortable during runs. The Zero Cushion design offers protection, while reinforced areas at the heel and toe promote durability. MSRP: $22
Advice for retailers from Paul Perrone, Global SVP, Business Development. “Remember to reinforce the importance of the sock at the start of the shoe fitting process. Successful retailers work to customize the shoe’s fit with socks and insoles to provide a consistent and superior customer experience.”
Boldfoot’s Boston sock is offered in black with white branding and white with black branding and is the brand’s “do everything” sock. It can be worn during marathons or at the gym and is versatile enough to be worn with leggings or cowboy boots. MSRP: $16.99
Advice for retailers from Josh Law, President. “Customer service is the key to selling more products. I always respond to an email as soon as possible and I always add a personal touch. We receive many compliments on our quick responses and showing all of our customers that they are important to us.”
BRIDGEDALE
Bridgedale’s Trail Run Lightweight T2 is a lightweight 3/4-height crew sock for trail running with targeted heel, ankle and ball-of-foot impact protection. The fusion technology maximizes the benefits of both natural and technical fibers, strategically knit to create a ventilated and cushioned sock, providing fit and comfort. MSRP: $23.99
Advice for retailers from Bill Supple, Brand Director. “The best way for run shops to sell more socks is to sell the highest-performing, most comfortable and durable socks that money can buy. Cheap socks are easy to come by, so as a specialty run shop you need to be selling the very best.”
The Run Limited Mid Cut Socks feature airflow channels in the padded foot zone for heat and moisture management. The compressive fit and blend of materials helps prevent blisters, while the non-slip profile with arranged stripes enhances grip in runners’ shoes for greater control and direct contact with footwear. MSRP: $19.95
Advice for retailers from Katie Highfill, Marketing Manager. “Highlight CEP’s advanced technology for improved performance and recovery, emphasizing their superior comfort, fit and support that help runners enhance their training and prevent injuries.”
DARN TOUGH
Darn Tough’s Element features a new tech foot with mesh venting to keep feet cool during hot temperatures. MSRP: $18
Advice for retailers from Andrew Oliveri, U.S. Territory Manager. “Get your customers into the product and teach the importance of the sock/shoe system. Once a consumer tries on a pair of running shoes with Darn Tough socks, the conversion rate on the socks skyrockets. Performance shoes are only as good as the socks that are worn underneath – and you will want the best running socks on the market to round out that fit session.”
FARM TO FEET
Farm to Feet’s 200-needle Merino Greensboro collection is expanding for Spring ’25 with several new colors that will be manufactured early and available during Fall 2024 and will come in three heights. MSRP: $18-$22
Advice for retailers from Kelly Nester, CEO. “We find that people find their favorite socks for an activity and enjoy having a rotation of several pairs. Considering this, we have seen success with retailers who offer an incentive to buy more than one pair: buy three, get a discount. There is some maintenance involved, but try-on socks can be a great way to ensure quality socks are being worn when making a footwear purchase and can lead to more sock sales.”
FEETURES
JOGOLOGY
Feetures’ Elite Light Cushion Invisible Sock delivers targeted compression and anatomical design in a silhouette designed for high-intensity activity. The additional light cushioning in the toe and heel areas provides cushioning without bulk and its Heel Hugger 2.0 silicone tape makes the sock stay up in strenuous conditions. MSRP: $18
Advice for retailers from Dan Gardner, VP–Specialty Sales. “Enhancing the customer experience is key for any specialty retailer and educating them about performance socks is a simple way to achieve this. Engage customers with a question about their current running socks, explain how performance socks can prevent blisters and enhance their run and encourage them to try on the socks to experience the benefits firsthand.”
Jogology is one year old in September and it is celebrating by adding new women’s colors as well as a quarter-profile height. All Jogology socks are made on fine 200 needle knitting machines crafted from a sustainable polyester with a sustainable wood pulp component. The brand’s design philosophy follows that of shoe design – locking in the heel and midfoot while leaving the toes free to move. MSRP: $16
Advice for retailers from Tanya Pictor, Co-founder. “Socks are the easiest addon sale in your business. However, it takes top-of-mind awareness to introduce socks during the fitting process … every customer, every time.”
OS1ST
OS1st Wicked Comfort Socks are moisture wicking, durable and cushioned. This fall Wicked Comfort will be available in quarter crew and crew. MSRP:$16.99
Advice for retailers from Stephanie Lee, Director of Marketing. “We believe socks are a complement to the fit process, empowering you to provide your customers with additional recommendations that enhance the experience in their new shoes. Retailers are leaving money on the table if they are not using socks as an additional way to customize their shoe fit process, which is why we work to provide a sock for every performance, relief and comfort purpose their customers rely on them to help solve.”
RENFRO/NILIT
Renfro and Nilit have produced Sensil EcoCare spun nylon socks that are made with 100 percent recycled nylon 6.6 sourced from the USA. Nilit has developed the yarns using a recycling process that reduces CO2, energy and water consumption. This sock has a stitch-by-stitch toe, arch compression and zoned cushion. Sensil EcoCare yarns and fibers are made in the USA, which makes them Berry, USMCA and CAFTA compliant.
Advice for retailers from Michelle Lea, Chief Marketing and Sustainability Officer. “Focus on what makes the product unique. The ability to have a more sustainable solution that does not compromise on quality or comfort differentiates from other alternatives.”
SMARTWOOL
Smartwool’s Run Targeted Cushion Compression Over the Calf Socks deliver a balance of cushion and compression to help runners during longer distance runs, with 20-30 mmHg of graduated compression, durability zones and a breathable mesh patterning in the leg of the sock. MSRP: $41
Advice for retailers from Robert Follett, Sales Manager. “Getting to know the customer and what their needs are is the most important thing you can do. By identifying their needs, likes and dislikes, you can confidently recommend a sock that will be perfect for their footwear and trail.”
SOCKGUY
SockGuy’s SGX Trailhead Socks offer compression-style cuff to fight leg fatigue and have a padded foot for added protection and comfort, along with multiple sources of air flow to keep feet dry and cozy. MSRP: $18.95
Advice for retailers from Michael Foley, President. “Educate your customers about the value of highquality running socks. Socks can make all the difference in comfort and performance, yet too many people get stuck wearing the same old socks. Help customers understand the value of high-quality features like moisture wicking, padding and a comfort compression fit.”
STANCE
The Stance Performance Light Cushion Run sock is crafted for quality and durability with Stance’s signature bold style. The socks feature targeted cushioning, anatomical Left/Right design, moisture-wicking Freshtek and Infiknit reinforced heel and toe for durability. Backed by its “All Good Guarantee.”
SOCKWELL
Sockwell’s Cadence 3/4 Crew offers moderate graduated compression support and stabilizes muscles to reduce fatigue, while the Merino wool/ bamboo rayon combination regulates body temperature and manages moisture to keep feet dry and blister-free. MSRP: $24.99
Advice for retailers from Emily Yann, Sales Director. “As run specialty continues to see more walkers, healthcare professionals or people just looking for a comfortable shoe, opportunities open to offer other solutions beyond historically core running brands. Look to offer brands that help you offer a true solution to your overall customer’s wellness no matter what the end use is.”
TOUGH CUTIE
The Tia by ToughCutie offers a bit of cushioning without being too thick. These temperature-regulating socks provide moisture control while mesh panels increase breathability and the compressive fit and arch support reduce slippage. The full-toe box makes for a roomier experience in case of swelling and the Merino wool heel and toe offer durability. MSRP: $20
Advice for retailers from Brittany Coleman, Founder and CEO. “Upsell at the cash register when a customer is buying a shoe, not just when they’re trying them on.”
ZENSAH
Zensah’s Alpaca Tab Running Socks are crafted from alpaca wool and feature hollow alpaca fibers that provide insulation and breathability. Alpaca is naturally thermoregulating, meaning these socks help feet stay warm in the winter and cool in the summer. MSRP: $18
Advice for retailers from Sarah Humphries, Marketing Director. “Quality is key and an important driver for us. I think runners know us for having quality, durable and well-made products and expect that from us. Focusing on these elements definitely helps customers feel confident.”
AETREX
Aetrex Speed Orthotics help prevent injury, alleviate discomfort and help reduce fatigue while running. This orthotic features Aetrex Arch Support to help biomechanically align the body and help prevent common foot pain such as Plantar Fasciitis, arch pain and metatarsalgia. MSRP: $69.95
Advice for retailers from Whitney Alan, VP–Marketing. “One way to help build on already great service and drive sales of more orthotics is to bring out a pair of orthotics to each customer who is trying on a pair of running shoes. Ask the customer to try one shoe with an orthotic and the other shoe without. And then let the customer decide which one feels best. The customer almost always purchases the orthotic in addition to the shoes.”
FOOT BALANCE
FootBalance’s Hossa 100 percent custom insoles offer cushioning that adds support and guides feet toward a more neutral position, preventing pain and stress-related injuries while running. MSRP: $80
Advice for retailers from Nina Arponen, Senior Marketing Manager. “Foot health education plays an essential role in the footwear fitting process. When purchasing shoes, it’s important to remember that the shoe is the same for everyone, but everyone’s feet are unique. The key to selling more custom insoles is to help consumers learn about foot functions and understand their unique needs regarding footwear and supporting products such as insoles. Expert advice combined with clever retail technology, custom product recommendations and the possibility of testing the insoles in-store makes the consumer want to invest in foot health and the products will sell themselves.”
FOOTWAVE
Designed with dynamic movement in mind, FootWave Sport/ Running Dynamic Insoles create a natural foot flow with every contact moment.
Advice for retailers from Brandon Noble, CO, LO. “Do the Jack’s Test to test function of the great toe and arch. What is the Jack’s Test? A very simple test where you test the flexibility of the great toe. Sounds interesting? Check out YouTube or reach out to us at FootWave for a free education on fast, easy functional foot exams in store.”
FOUNDATION WELLNESS
Currex RunPro insoles (top left photo) were designed to enhance the comfort and fit of running shoes and provide comfort with reduced fatigue, stability, and regeneration. MSRP: $54.95
PowerStep Pulse orthotics (top right photo) feature a built-in neutral orthotic arch support and heel cradle to work together to stabilize the foot and improve alignment. Designed to promote better motion control and reduce stress feet, ankles, joints and tendons by absorbing shock at impact. MSRP: $54.95
FULTON
Fulton’s Athletic insoles offer a cork base that molds to the user’s arch as they run or walk to provide customized support and align their body to protect their joints, prevent injury and improve comfort. MSRP: $48
Advice for retailers from Libie Motchan, Co-founder. “As consumers’ priorities shift towards sustainable brands, retailers should ensure that they offer a sustainable option on their insole wall that addresses a desire for natural materials that don’t harm the environment.”
Advice for retailers from Stephen Pifer, Director of Marketing And Business Development. “Our retail partners who’ve embraced creative, out-of-the-box approaches have seen tremendous success. We’ve fitted insoles for employees at NASCAR, Gorilla Glue, flower shops, YMCA members and many more. Imagine the impact on runners and active individuals who could benefit from your store’s fitting process.”
ORTHOLITE
The open-cell OrthoLite X40 performance insole has an elasticit rating over 40 percent for performance and comfort underfoot. OrthoLite X40 offers breathability and moisture management to provide a cooler and drier shoe environment. MSRP: $26.99
Advice for retailers from Dan Legor, Global Director of Marketing. “The durability and lasting performance of X40 was recently validated through durability testing at Heeluxe Labs. In the test, insoles executed at a projected mileage of 5000 miles before a reduction in performance properties were noted. The proven durability of X40 not only extends the performance of the shoe the runner, it also extends the life of the shoe.”
SORBOTHANE
Sorbothane Ultra Sole Performance Insole absorbs shock, returns energy and combines a molded air-infused base with a Sorbothane heel inlay for shock absorbing comfort and impact protection. MSRP: $36.99
Advice for retailers from David Church, President. “As an informed sales associate please try Sorbothane insoles yourself, feel the difference they can make. Then recommend them to your customer based on personal experience.”
SUPERFEET
Superfeet Run Cushion Medium Arch helps runners train stronger and recover quicker and features its patented Adaptive Comfort Technology, a science-backed design that stems from years of research at the University of Calgary’s Human Performance Lab. MSRP: $54.99
Advice for retailers from Kathy Champagne, Director, Retail Performance. When working the fit bench, educate your customers on the benefits of insoles based on their personal goals, such as peak performance, injury prevention or all-day comfort! For the most premium experience, integrate technology and Superfeet ME3D personalized insoles into your fitting process.”
Célébration de 25 ans de course à pied!
Le Marathon Beneva de Québec présenté par Montellier: 25 ans de passion et d’accomplissements.
En 2024, le Marathon Beneva de Québec présenté par Montellier célèbre un quart de siècle de passion et de défis! Reconnu pour son parcours « carte postale » qui met de l’avant les plus beaux joyaux de la ville de Québec, l’événement a évolué au fil des années pour devenir un véritable marathon de destination, faisant rayonner la Capitale-Nationale bien audelà des frontières canadiennes. Pour souligner cet anniversaire, quoi de mieux qu’un retour en arrière pour revivre l’histoire de l’événement et découvrir les festivités prévues pour cette 25e édition.
Un parcours historique
L’aventure du Marathon de Québec débute en 1998 grâce à Denis Therrien, fondateur du circuit précurseur « Courir à Québec ». Inspiré par sa participation au Marathon de Philadelphie en 1996, il imagine un événement capable de faire de Québec une destination incontournable pour les coureurs du monde entier. Lors de la première édition, environ 2000 participants prennent part à l’épreuve de 42 km, en solo ou en équipe de 2, 3 ou 4 personnes.
De « Deux Rives » à aujourd’hui
Autrefois nommé « Marathon des Deux Rives », l’événement offrait un départ depuis Lévis, de l’autre côté du fleuve Saint-Laurent, avec un parcours traversant le Pont de Québec et empruntant le Boulevard Champlain.
Aujourd’hui, le Marathon Beneva de Québec présenté par Montellier prend son départ à la place Jean-Béliveau et propose une gamme complète d’épreuves, soit : la Course des jeunes (2 km), le 5 km de la santé Beneva, le 10 km Sports Experts, le 21,1 km Shop
Santé présenté par WKND 91,9 et le 42,2 km Beneva. Le parcours traverse 9 quartiers et 3 arrondissements, en passant devant plusieurs emblèmes de la ville de Québec, dont le célèbre Château Frontenac, les Plaines d’Abraham ainsi que la Basilique-cathédrale Notre-Dame de Québec, le tout dans l’éclat des couleurs automnales.
En 2023, des coureurs originaires de plus de 20 pays ont participé, affirmant ainsi le statut international du Marathon de Québec.
Une 25e édition remplie de festivités
Du 4 au 6 octobre 2024, plus de 13 500 coureurs sont attendus pour la 25e édition du Marathon Beneva de Québec présenté par Montellier qui s’annonce mémorable. Pour l’occasion, la ville de
Québec vibrera au rythme des festivités, avec des animations spéciales réparties partout en ville et sur la place JeanBéliveau, point de départ de toutes les épreuves.
Comme nouveauté cette année, on retrouve la Semaine GO, qui se déroulera du 30 septembre au 5 octobre 2024, et qui proposera cinq jours d’activités gratuites en amont du Marathon. Parmi les événements phares, l’Expo Je Cours Qc, incontournable pour tous les passionnés de course, se tiendra les 4 et 5 octobre au Centre de foires d’ExpoCité. Cette exposition réunira les principaux acteurs de la course à pied au Québec, avec au programme : exposants, conférences, nouveautés et aubaines.
Que vous soyez amateur de course ou simplement curieux, chacun y trouvera son bonheur lors de cette 25e édition! n
Celebrating 25 Years of Running
Beneva Quebec City Marathon presented by Montellier celebrates the passion and achievement of runners.
To wrap up this issue of Running Insight we searched for a special running event to highlight and found it in the iconic Beneva Quebec City Marathon, which is celebrating a quarter-century of passion and challenge when it takes place this October. Renowned for its “postcard” course, which highlights the most beautiful jewels of Quebec City, the event has evolved over the years to become a true destination marathon, promoting the city far beyond Canadian borders.
To mark this anniversary, what better way to relive the event’s history and discover the festivities planned for this 25th edition.
An Historic Course
The Quebec City Marathon adventure began in 1998 with Denis Therrien, founder of the pioneering Courir à Québec circuit. Inspired by his participation in the Philadelphia Marathon in 1996, he imagined an event capable of making Quebec City a must-see destination for runners from all over the world. In the first edition, some 2000 participants took part in the 42 km event, solo or in teams of two, three or four.
Then Versus Now
Formerly known as the “Marathon des Deux Rives,” the event started from Lévis, on the other side of the St. Lawrence River, with a course that crossed the Quebec Bridge and ran down Boulevard Champlain.
Today, the Beneva Quebec City Marathon presented by Montellier starts at Place Jean-Béliveau and offers a full range of events: the 2K Youth Race, the Beneva Health 5K, the Sports Experts 10K, the 21.1K Shop Santé presented by WKND 91.9 and the Beneva 42.2K.
The course crosses nine neighborhoods and three boroughs, passing by many of Quebec City’s landmarks, including the famous Château Frontenac, the Plains of Abraham and the NotreDame de Québec Basilica-Cathedral, all in the radiance of autumn colors.
In 2023, runners from over 20 countries took part, affirming the Quebec City Marathon’s international status.
A 25th Edition With Festivities
This year, from October 4–6, more than 13,500 runners are expected to take part in the 25th edition of the Beneva Quebec City Marathon presented by Montellier, which promises to be a memorable event.
For the occasion, Quebec City will
vibrate to the rhythm of the festivities, with special entertainment spread throughout the city and on Place JeanBéliveau, the starting point for all races.
This year, the GO Week, which runs from September 30 to October 5, will feature five days of free activities leading up to the event.
Among the flagship events, the Expo Je Cours Qc, a must for all running enthusiasts, will be held on October 4, 5 at the ExpoCité Exhibition Centre. This exhibition will bring together the main players in the Quebec running scene, with conferences, workshops and demonstrations.
Whether you’re a running enthusiast or simply curious, there’s something for everyone at this 25th edition. n
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