Run specialty is rich with talented women who shape the professional and innovative landscape of the industry. As they deftly reimagine their roles as owners, outfitters and everything in between, run specialty’s women craft more diverse and equitable retail environments. 

When safe and supportive spaces are intentionally carved out so that women and other underrepresented groups may thrive, everyone wins. Here are 12 voices of women across America who are making a tremendous impact on specialty run. Their stories, expertise, insights and their perspectives are what will allow us to collectively take the run industry to the next level. Give them a listen.   

Lakeya Richardson

True Grit Running Company 

Fort Smith, Arkansas

I have been with True Grit Running Company for three years. My official role is floor team member. When I stated working here, I was going into my senior year in high school. Now I am a sophomore at the University of Arkansas at Fort Smith, where I’m majoring in social work. 

As for running, I have been at it since third grade. In high school, I did various events including the 100m, 200m, 4x1 relay, 4x2 relay and long jump. I really enjoyed the thrill of the 100m start. Pushing off of the block and using everything I have to thrust my weight the correct way in order to conserve energy towards the end of the race. These days I enjoy working out and doing short-distance sprints in order to relive my early running days. 

Working in a running store and learning from long-distance runners is really helpful to my short-distance mindset. I enjoy the little tips and tricks I have learned along the way.

I first started in run specialty because I was curious about it. For most of my life, even as a track runner I really had no idea running specialty existed. The idea of having a store to go to where a well-trained staff could assist with my running needs was really mind boggling. I wondered, “Where has this place been all my life?” 

What keeps me in the industry is the focus on education. Not only educating both veteran and newer runners, but also educating myself. I like to learn about new shoe technology, advances in running gear and clothing and even about brands as they come up with something different. Education is what keeps me coming back. 

Some of the challenges that come with being a woman in the run industry have to do with being underestimated or diminished. My age may also be an obstacle, too. This is often evident when trying to teach customers about shoe size, gait and even stability categories.

Let’s say, for example, I’m helping an older runner who happens to be in pain. Though I’m trained to ask specific questions, they may grow agitated by my inquiry and dismiss my efforts even though I am trying to help. Instances like this make me want to work harder. I want to prove I am capable. As a young woman, I believe it’s a must to stand own my own two feet in the midst of difficult circumstances. I am capable of doing so.

I think the running industry would be more inclusive if it focused on teaching the benefits of running. Whether someone is younger, older or of any body size, it is important to be active and keep the body in motion. Even the smallest distance is worth something and highlighting this fact boosts inclusivity.

Melissa Vitale, the store owner of True Grit Running Company, is one of my role models. Also, Lorri Armstrong, the manager and director of medical outreach, and Tulsa House, our marketing director. These women not only changed my perspective of running, but they make me realize how running can be a forever lifestyle. They are perfect individuals for me to look up to, and I couldn’t have asked for a better female team. They have left a mark on me, both growth-wise and employment-wise. I can’t thank these powerful and talented women enough for how they have contributed to my life and career.

Jennifer Thomson

Pacers Running

Arlington, VA

I am the store manager of Pacers Running Arlington and I’ve been at Pacers for three years, starting as a fit specialist in September 2021 and shifting to store manager in March 2023.

When I applied for a job at Pacers, I really didn’t know what I wanted to pursue. I just knew I was passionate about running. I shopped at Pacers when I ran distance events competitively in high school, so I figured it would be a good fit for me to test out a new career path. I’ve since learned that I love working with runners who are just getting into the sport. It’s also been great to experience the engaging and supportive running community in the Virginia/D.C. area. 

Being in the industry as a woman can be challenging. In some meetings, I notice I am the only woman in the group. We have a strong female presence on leadership at Pacers, but the run industry overall is still male dominated. While I feel confident about my contributions to those group settings, it can be intimidating.

In professional settings, sometimes women can feel hesitant to speak up because we don’t want to be perceived as too direct or disruptive. I try to make sure my voice is heard by always raising my hand when I feel the instinct to share and not being afraid of talking too much. For those who have a tendency to keep their voice quiet, it’s helpful to remind yourself that there’s a reason you were invited to the table, so your thoughts are worth sharing. 

There is opportunity for run specialty to be more inclusive. Sometimes people assume if they can’t run a fast 5K or do a marathon, they’re not “real runners.” During my time at Pacers, I’ve appreciated that we enthusiastically help marathoners, walkers, joggers and everyone in between. If this attitude was more widespread throughout all running stores, people would be less intimidated to walk through our doors. 

Our role in the industry is to educate the customer on our products while listening to the story of their running journey. We’re not here to tell them,  “This isn’t for you!” based on our own assumptions about their experience or fitness level. It’s up to us, as an industry, to create a space where runners of all levels feel encouraged and represented — we can do it with more welcoming marketing materials, a wider range of size offerings, and social opportunities focused on building community rather than harvesting competition. 

As for my own personal running aspirations — I’ve enjoyed running a couple of half marathons and someday I’d like to break two hours in that distance. Wish me luck. 

Addison Sallows

Legends Running Shop

Angola, IN

I’m a salesperson at Legends Running Shop, where I have been on staff since April 2024. The main reason I work in run specialty — I run. I am not, however, a competitive runner. I found my love for running through soccer. This fall I’ll begin attending Indiana University South Bend where I’ll play midfield on the soccer team.

Another reason I work in run specialty is because I enjoy the environment. I especially like the people I am surrounded by. People with common aspirations and hobbies. Together we represent all different levels of athletes — runners and non-runners. We range from marathoners (like my boss Randy), to those just starting out (like I used to be). Everyone starts somewhere. 

Also, I have made the most amazing friendships while working at Legends. I never would have met these people if it weren’t for our shared interest in running. We aren’t just a store — we’re a small community.

I believe the challenges that women face in the running industry are mainly related to safety. I love running outside and on trails, but you will never catch me running on a trail alone. I always ask one of my friends to join me because I’ve seen far too many news stories about women running alone. I also refuse to run at night or very early in the morning because it’s harder to be seen. While these issues are widely recognized, they remain problematic. They are likely something that men don’t often think about while doing the same activity.

Some runners, myself included, are too scared to join run clubs or attend events because they’re worried about what others will think. What I’ve learned from working in the run industry is that no one is going to judge you for running, no matter how slow or inexperienced you are. At least you’re getting out there and trying. It takes commitment and as long as you have that you’ll improve over time.

I aspire to continue to keep running so I’ll stay in peak shape for soccer season. Also, I love being able to do something that many people won’t take up as a hobby. I believe only a small percentage of people run and to be able to say I am part of that small percentage means something.

Mieka Pratt

Rush Running Company

Fayetteville and Bentonville, AK

I am a sales associate at Rush Running, where I’ve been on staff for four months. Prior to working here I worked as a classroom paraprofessional at a behavioral health school.

I have been a runner for many years. It’s been a crucial part of my life since high school and also has been an extremely important part of my healing journey. Running has helped me deal with my own trauma, my anger with injustices in various systems and also a way to process the world around me. Alongside other things such as my faith, counseling and good community, running has been a catalyst for seeing growth in myself.

I work in run specialty because of the many benefits running gives to me and the people around me. I love being able to share my love of running with others and empower them in their own unique running journey. The resulting community is what keeps me going. And here in Northwest Arkansas our community is strong.

As a woman of color in the industry there are some challenges. I can’t speak for all women of color, or all women in general, but one of the challenges I face is that of representation. It seems there are few women of color represented in the specialty running world. 

Over the years I have done my own looking around to find running organizations that support women of color. There aren’t very many. Black Girls Run is one and I love everything they are doing to elevate Black women in the running community. I hope that by being in the industry I’ll learn more about such organizations so I might help elevate them. I want to support organizations that support women – women of all races and body types – who want to run and be active.

There are many things that could make the running industry more inclusive for all women. It’s important to advocate and empower all people to run and I honestly think this could be addressed on multiple different levels. For example, having running clothes for all body types and sizes, including people of color and various-sized people to promote brands, and highlighting less represented athletes, in general. 

Such choices will elevate women of color to be on the same playing field as others. I believe that when one person rises, we all rise together. And when we do, we build a stronger running community.

Right now my personal aspiration is to run a half Ironman. I had my hopes on completing one in 2024, but severe weather on race day deferred the event to this April. Wish me luck.  

Kat Villegas

Red Coyote Running

Oklahoma City, OK

I am the assistant store manager at Red Coyote in OKC. I’ve been here for 18 months. Prior to coming on board at Red Coyote I worked more than two decades in retail and then at Oklahoma City University in the student accounts department for a number of years.

Becoming a runner has changed my life. Since I started running about seven years ago, I’ve changed both physically and mentally. Working in an office for so long really help me put on extra weight. I wasn’t moving around much. My coworkers mentioned the newbie program at Red Coyote and I gave it a try. I fell in love with the community and the overall feeling of accomplishment. Running helped me remember that I can do hard things. 

I wanted to work in run specialty because I was attracted to the possibility of helping others fall in love with running, too. I wanted to be able to help others become and stay active. I wanted to help them find the best possible shoe, insole, sock and apparel options. Working at Red Coyote has allowed me to do this and so much more for customers and the community. Being here makes me feel like I am a part of something bigger. 

There are challenges that come with being a woman in the run industry. A lot of male customers prefer to be helped by other males, which makes it difficult to show that women can be just as knowledgeable. To counter this, I just keep on talking. I give customers all the information I have. When I do this, customers typically settle in and we move forward from there. 

Having more women join the industry would help make the industry more inclusive. More women owners, managers and participants might help level the playing field. Plus, women in leadership positions will naturally bring more women in, too. 

As for my own running aspirations, my goal is to train consistently so that I can still run a handful of half marathons every year when I’m 70. I just want to keep moving.

Kate McCrea

Falls Road Running Store

Baltimore, MD

I’ve been at Falls Road Running Store since August 2022. There’s not really an official title for my role, but I am considered a sales associate or shoe geek. I am also our social media and marketing coordinator. 

This type of work environment is right up my alley. My degree is in business management and graphic design and my background is in retail management. I’ve always been drawn to the idea of every day being a little different than the last. I also enjoy talking to different people all the time. 

I was born with a birth defect — an unfused medial malleolus accessory ossification center in both of my feet. Basically, I came into this world with extra bones beneath both of my ankles that needed to be removed. These days I can barely feel my right foot at all, so I relate well to people who are a challenging fit. Being able to help with creative solutions for pain is very rewarding to me. 

I haven’t experienced too many challenges with being a woman in my current role, but that’s not to say I haven’t seen it in the running industry as a whole. In high school, my track coach was openly against women running track. He said females shouldn’t race. That we’re “too slow once we develop hips.” 

Falls Road has taken action to be more inclusive by doing a few things. We’ve become an official Baltimore County Safe Space. Anyone who feels they are in danger can seek refuge in our store without judgement or harassment.  

We also query attendees of Ladies’ Night Track sessions with polls and interviews to make sure everyone feels included and represented. As a result, we are currently workshopping a slight rebranding of the session because our non-binary athletes do not feel like the term “lady” resonates with them.

Additionally, we partner with Marian House in Baltimore as often as possible. Marian House is a domestic abuse center that helps women and children in domestic abuse situations get back on their feet and improve their lives. 

We try to run with as many Baltimore running groups as possible to better understand what our community members want and need from us, both as a running store and as an ally in the local community. Running should be for everyone, no matter what. Period. 

My personal running/fitness aspirations are simply to have fun and to continue to challenge myself. By running multiple half and full marathons, I’ve already proven to myself that I’m more capable than I ever thought I’d be. So now I just try to focus on enjoying the ride. Sure, I’d love to get a new personal best in my next race, but the fact that I get to run and race is the real reward. 

I’d like to give a shout out to my older sister, Laura. She may or may not know it, but she’s the reason I started running in the first place. In true younger sibling fashion, I wanted to be just like her, so when she went out for track and field, so did I. The same thing happened later in life — she ran a half marathon and my competitive spirit got the best of me. So I ran a marathon to say I did it before her. The rest is history.

Jeniece Jamison

Run For Your Life

Charlotte, NC

I am a fit specialist at Run for Your Life’s University location. My one year anniversary is in February. 

I’m a late bloomer to run specialty. I was in my early thirties when I first took a part-time job at a local Asics outlet. I did it to build my savings while I was in the process of buying a home. I enjoyed running as a hobby, so I thought why not let it be my side hustle. But I ended up liking the work, so I stayed with it for a year before going to RFYL for a more local feel.

I like the small business atmosphere at RFYL. I look forward to working with customers on a one-on-one basis. It’s these customers and my fellow staffers who keep me coming back. I love our crew and the atmosphere we’ve built in our neighborhood. I grew up in University City, so it feels great to be able to serve my home community. I enjoy helping people begin their active lifestyle, or stay motivated on their respective journeys.

Fortunately, as a woman in the running industry I don’t get a lot of pushback from customers or management. Our neighborhood is very diverse and I believe that helps customers feel more comfortable during their fit. Plus, I work with a great team. Special shoutout to Windy Karis. I couldn’t ask for a better leader in our store. She’s been super supportive since day one. She’s helped me learn so much about the fit process. 

I have heard from other runners of color, especially women, that they don’t feel welcome at large running events. I have an additional role as a Charlotte Marathon ambassador and my goal is to help people go after their goals no matter their race, gender expression, background or running ability. Hopefully, just seeing my face (or better, having a conversation) at an event, in the store or at a race expo helps others make that leap. 

Charlotte has a large Black/African-American running community. Mad Miles, a super-inclusive group, is doing great work. Latinos Run Charlotte is also getting the community engaged. It’s about building on this momentum and continuing to push inclusivity. 

This year I’d like to improve my half marathon time. I’m hoping to run a 2:30 at The Race in Atlanta in October. My first half was great, but I caught a calf cramp in my second one (I still finished), then got hurt during my third build up. So right now I’m working hard in the weight room. I hope to reintroduce speed work soon. 

Also, since I recently completed an 8K pain-free, I’m going to send a thank you note to my PT at Atrium Health for helping me finish. 

Rachael Kvapil

Frosty Feet Running Company

Fairbanks, AK

My name is Rachael Kvapil. I am the marketing manager at Frosty Feet Running Company. Kvapil is my married name and Czechoslovakian in origin. My maiden name is Bermudez, which is Spanish. Most people, especially Czechoslovakians, look at me and know there is no way I’m Eastern European. But few people guess accurately that I’m Mexican.

I officially started working at Frosty Feet in 2020 when the store opened, though I worked with the owner, Stacy Fisk, at a different store for several years before that. Basically, I’ve been involved in the business from the moment she decided to open in 2019.

Stacy mentored me on gait analysis and nutrition options. This education enhanced my athletic journey, which frequently rollercoasters due to my extreme asthma. It also gave me the ability to really listen to people as they explain their training challenges. I enjoy watching people grow and succeed with their goals because I can relate to the pride that comes with exceeding a personal challenge. I want this pride for everyone and I will do what I can to get people to that point in their lives.

As a marketer, I get the word out about products in a way that is accurate and doesn’t overpromise. I don’t try to sell everyone on every single product. The relationships I have with customers are important and I want them to feel like we are authentically investing in their aspirations. 

Honestly, I have blinders on when it comes to facing challenges, so it’s taken me 50 years to fully understand the disrespect women sometimes face from customers, colleagues and even leadership. I’ve had customers who insist they know more about a shoe than I do, even when they clearly don’t. 

I previously spent 20 years in a ballet troupe and additional time in the arts and entertainment industry, so I am no stranger to dealing with challenging personalities. I’ve developed a lot of polite responses to help dismiss tricky moments. But this doesn’t mean I don’t get peeved sometimes. 

I believe that marketing is key to a more inclusive industry. As a child, I didn’t see a lot of images of Mexicans in sports other than baseball. So guess what I played for many years as a child? Baseball! The only Mexican runner I knew as a teenager was my uncle. It wasn’t until I was an adult that I learned more about the Tarahumara and Ana Guevara. 

I’ve stood on a podium once or twice in my life. It’s nice, but when all is said and done, life goes on. So now I train mostly to mitigate aging and enjoy time with my dog and friends. When I do get the competition bug, it’s usually for half-marathons or an Ironman. I’d like to complete Ironman Arizona in the next five years and accompany Stacy on her first climb up Mount Fuji in Japan. I climbed it once when I was 13 and would love to see how much it, and my perspective of it, has changed over the past 37 years.

Adriana Alatorre

Up-n-Running

Valencia, PA

I am the store manager at Up-n-Running’s Valencia location. I do everything from placing and receiving orders, hiring, training and scheduling staff, arranging merchandise, keeping inventory, sending payroll information and working the floor with customers. I’ve been here since August 2017.

I’m an ultra runner. I consider myself a “baby” ultra runner since I’ve only done the 50K distance. Still, I love all things related to running. My college major was in hotel management, which is all about customer service. Working at a run specialty store combines these two passions. 

I found Up-n-Running’s job posting when I lost my job as a Spanish teacher. The position was a perfect fit for a single mom with busy children. I was able to balance my work schedule with being a hockey and Irish dance mom. Incidentally, my daughter Kate has been working at the store since 2018.

In any industry, a common challenge as a woman is not always being taken seriously. The gender gap is real. As a runner, there are also always issues around safety or running alone, etc. Sadly, all too often we hear about women being assaulted during a run, even though they, “did everything right.” 

That said, at Up-n-Running I work for a super kind family who have never made me feel like being a woman is a disadvantage. I have very loyal customers. I also have an RRCA certification, which has helped me connect more deeply with people when talking about running and training. Many customers seek me out for running advice. Our running community is amazing — and in the ultra running community, women rule.

I believe that more accessibility around group runs, training resources, stores and races would increase industry inclusivity. Minorities don’t always have the geographic or financial access to find a running store, so unless we actively reach out, they’ll never feel welcome in places where no one looks or sounds like them. 

I’ve got so many female role models that it would be impossible to mention them all here. But in the road running world I really enjoyed reading Good for a Girl by Lauren Fleshman. In the trail running world, I think Courtney Dauwalter is amazing. 

I also have to give a shout out to my friend Amy Nelson. She is a gifted runner and also a funny and kind individual who has served on the board of my trail running group. She has written amazing articles about bridging the gender gap in ultra-distance trail races and has made significant efforts in increasing female participation at the Baker Trail Ultra Challenge — a Western PA race that’s meaningful to me because it’s where I first witnessed an ultramarathon. 

Charlotte Powers

RunAbout Sports

Roanoke, VA

I am the general manager at RunAbout Sports in Roanoke and I’ve been here for almost three years.

I am in run specialty because I love helping others see that they are capable of more than they ever imagined. When I first started running more than 10 years ago, I didn’t know anyone else that ran, so I try to be the person I needed when I first started. 

One challenge to being a woman in the running industry is that for so long this has been male-dominated. Although it is shifting, there are many men who have been in the game for a long time and don’t respect that women can make decisions previously reserved for them. 

Occasionally, even though I know my store and consumers better than anyone, I have found myself being mansplained about how to run my business. This makes me second guess my abilities and can also lead to a decrease in consumer happiness since it may keep me from making otherwise risky choices. 

The specialty run industry could be more inclusive. The idea that running is a “cheap” or “affordable” hobby is very misleading. The cost of running (shoes, gear, race entries etc.) is high and many individuals of lower socioeconomic status cannot afford basic needs, much less these extras. I believe that races could offer applications for reduced fees or free race entries. This could be offset by asking paid participants to donate small portions towards this effort. 

Another way to make the industry more inclusive could come from creatively collaborating with small businesses or vendors. At RunAbout we partner with the West End Center for Youth to help support low income families in the Roanoke Valley. We also have a Badge Buddies program teams up the local police department with kids to train and complete a 5K. 

We’ve have also had customers sponsor kids to help provide socks and shoes for participants. We have a back-to-school drive that offers vouchers for free pairs of shoes for children who struggle with basic school supplies. 

As a small business, there is only so much that we can do and still protect our profit. I believe getting larger companies and other small businesses involved allows us to have a bigger impact as we involve more of the community. 

My biggest role model in the running world is Sally McRae, American professional ultra-mountain runner and author. I love that she emphasizes the importance of strength and other cross training to stay healthy. Her persistence and positive outlook are something that truly inspires me.

Semira Makendengue

Fleet Feet Mt. Juliet

Mt. Juliet, TN 

I am a social media lead and part time outfitter at Fleet Feet Mt. Juliet. I have been a part of the FFMJ team for eight months. During this time I have learned much about the ins and outs of running a business and have had many opportunities to assist and network with other runners within the community. These experiences have been invaluable to me as a recent business graduate and newbie runner.

When I initially started running, I felt very intimidated by running, but during a trip to Fleet Feet I became more acquainted with the sport. The staff gave me a hand finding running gear that fit my needs. Afterwards, I felt much more comfortable, confident and better-equipped. 

I work in run specialty not just for the purpose of furthering my career in business, but to assist others just as I was assisted in my early visit to Fleet Feet. I strive to ensure that every customer, especially those who are just being introduced to running, feels welcomed, supported and well-informed along their journey.

Although I have enjoyed contributing to the run industry thus far, it does pose its challenges — and even risks, too. For example, on the sales floor there are many products made with men in mind as the primary consumers – from shoes to nutrition – that leave women feeling underrepresented and excluded. Additionally, when it comes to racing, I often try and plan my participation around my cycle since many races aren’t properly equipped with feminine hygiene products. 

As for the risks, women are often concerned for their general safety on runs. More than just customers for shoes and socks, we have to include pepper spray or other self-defense tools, as well.

To make the running industry more inclusive we can begin providing women and minorities with opportunities and platforms to speak about their personal experiences and perspectives within the sport. Companies and organizers should consider such experiences when it comes to product development and running events. Running clubs and outreach programs should also strive to connect with a wider range of individuals and communities – especially those that tend to be overlooked – in order to allow them the chance to discover and participate in this great sport.

In the future, I’m sure my sister, Helena, will be convincing me to run a half marathon with her soon. But I’m personally hoping to tick a runDisney race off my bucket list first. Probably the 2026 Disney Wine & Dine half marathon.

Tracy DeCourcy

Fleet Feet Cincinnati

Cincinnati, OH

I am the assistant store manager and an outfitter for Fleet Feet Oakley in Cincinnati. I’ve been in the run industry for three years. Prior to that I spent 21 years with the Follett Higher Education Group as the director of visual merchandising. 

Working in run specialty is a healthy challenge that can expand one’s comfort zone. It’s a bit like a puzzle and a bit like project management. I enjoy the spontaneity and the energy. I enjoy discovering how things will unfold. What I learn from customers is just as important as anything I can share with them. Perhaps more so. 

I also appreciate that the outcome and solution for each individual is unique to them. It’s never the same thing twice. No two people are the same. Sometimes I throw conventional wisdom out the window and confidently introduce patrons to ideas and options they may not have considered. 

I haven’t found any challenges resulting from being a woman in this industry. I don’t look for them, or expect them either. Everyone I serve is an individual. There is no pretense. I am skilled at discovering each person’s authenticity and it’s seldom that I’m unable to establish a common ground.

The question of industry inclusivity is a difficult one. But it also leads to a short answer: We need to keep talking. We need to keep reaching out. As individuals, we each can do a little bit. And as an outfitter, one-on-one validation and encouragement goes a long way. 

There is no way to fail when the right words are said consistently. I may hear, “no,” as a response, but it may mean, “not today,” or “not right now.” Tomorrow may be different and maybe I’m tapping into someone’s tomorrow with my words and actions today.

 As for my fitness aspirations, I’m terrible with any sport that involves a ball. Therefore, I plan to keep running as long as I can. I’m the only one who can tell me when to stop. Besides, what does “stop” mean anyway?