With more than 270 stores peppered across 40 states, Fleet Feet is in a unique position to share trends about the running industry and where it’s headed. And with its inaugural Fleet Feet Running Report, the North Carolina-based company delivers just that.
In the 19-page report released on July 10, the nation’s largest running retail chain 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, while other data challenges us to think differently about how we can connect with new customers,” Fleet Feet president and CEO Joey Pointer says.
The 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.
Here are five interesting takeaways:
#1: Women rule.
In a look at who’s running, women are far outpacing men these days. 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.
#2: Walkers are catching up to runners.
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.
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 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.
#3: Super shoes might be all the rage, but traditional training shoes still carry the day.
“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.
#4: Upstart brands are keeping run specialty special.
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.
According to Fleet Feet scanning data, approximately one out of every six people have a half-size difference between their feet 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.
AT A GLANCE …
Top Selling Footwear Brands at Fleet Feet
#1: Hoka
#2: Brooks
#3: On
#4: New Balance
#5: ASICS
Top Selling Footwear Models at Fleet Feet
#1: Hoka Clifton
#2: Hoka Bondi
#3: Brooks Glycerin
#4: Brooks Ghost
#5: Brooks Adrenaline
#6: ASICS Nimbus
#7: Brooks Glycerin GTS
#8: New Balance 880
#9: New Balance 1080
#10: Hoka Arahi
Top Selling Hydration Mixes at Fleet Feet
#1: Nuun Sport Strawberry Lemonade
#2: Nuun Sport Lemon Lime
#3: Maurten Drink Mix 320
Top Selling Energy Gels at Fleet Feet
#1: Maurten Gel 100
#2: Maurten Gel 100 Caf
#3: GU Vanilla Bean
Top Selling Sunglasses at Fleet Feet
#1: goodr A Ginger’s Soul
#2: goodr Amelia Earhart Ghosted Me
#3: goodr Bosley’s Basset Hound Dreams
Top Selling Insoles at Fleet Feet
#1: Superfeet Run Dynamic Cushion High Arch
#2: Currex RunPro Medium
#3: Superfeet Run Dynamic Cushion Low Arch
Top Selling Socks at Fleet Feet
#1: Balega Hidden Comfort
#2: Feetures Elite Light No Show
#3: Feetures Elite Max Cushion No Show
