Current technology in the run specialty landscape is a varied medley of stalwart and contemporary components. Your industry colleagues deploy a spectrum of scientific tools ranging from the trusty Brannock Device to fancy scanners that interpret, to a specific percentage, a foot’s degree of medial arch elongation. There’s some really cool stuff out there. 

Given all the interesting ways we go about fitting folks for shoes, it’s interesting to note that the common thread of all these ingenious gadgets and gizmos is customer loyalty. This suggests that what drives customers back to your store transcends the sort of tech you deploy. Devoted customers subscribe to what you stand behind, which underlines the rationale behind plugging into technologies that genuinely enthuse you. Dare I say — it doesn’t matter what you use to successfully fit a customer. What’s important is that you believe in your bones exactly how you’ve chosen to do it.  

It seems the decision to utilize certain technological options over others is commensurate with any kind of modern innovation. Some people are early adopters of anything newfangled, while others rely on those early adopters’ feedback before taking the plunge. 

Some folks, however, stick to what they know and don’t stray, not too far anyhow, from their areas of comfort. Such inclinations, I might joke, are made evident by the sort of cell phone in your pocket. Do you have the newest model? Or one that’s a few iterations old? Or perhaps you’re still rocking a flip phone. Surely there’s a place for all of these options. The same goes with our industry’s mixed bag of fit technology.

In their own words six different store representatives who operate a total of 34 brick-and-mortar doors provide their insight into how technology of all sorts is utilized in their businesses. They represent a geographical cross-section and give voice to both the most seasoned and freshest fit philosophies, all of which include their take on the technological future of the run industry. Take a look at what your fellow fitters are doing while asking yourself, Where do I fit in?

Ann Arbor 

Running Company

Three Locations in Ann Arbor, MI

Established in 2014

Mission Statement: We support the running community through thick and thin. We believe that having a locally-owned specialty running shop to lean on plays an important role in bringing people together. We use our experience and expertise to select the best products available in an effort to help runners navigate all the ups and down our beloved sport offers.

Fitting Tech Used: Brannock Device, Currex Foot Disc

Comments provided by Nicholas Stanko, Co-Owner

All employees go through our World Famous Shoe School staffed by instructors who have been working in run specialty for 20-plus years. Our trainers share their combined knowledge with new hires, who are then expected to graduate at the top of their class. We believe a successful fit happens when we provide the customer with relevant options and allow the customer to make the final decision.

The main piece of technology we use is a Brannock Device. Occasionally, if the customer wants to see what we’re seeing, we’ll utilize a Currex Foot Disc. But most of the time we just use the Brannock to take weighted measurements while the customer is standing. 

Then we watch the customer walk barefoot and have them do single leg squats in order to understand what their foot is doing while in motion. We also like to look at the customer’s old shoes and discuss wear patterns. All of this is conversational — we take the time to let the customer know what’s going on based on their foot structure and biomechanics. 

We believe this amount of supplemental tech is enough. What’s most important is that our staff conducts a thorough interview, then uses the learned information to select shoes that are a good option.

We appreciate not being reliant on any modern technologies. We’ve looked at different options out there, but nothing seems to be the right fit for us. I guess you could call us old school, but we live by the belief that if it’s not broken, why fix it? We are confident that our customers enjoy coming in to talk to our staff rather than interface with a computer.

Tech’s Future: The future is dependent on staff. Specifically, a great team of people who can naturally interact with customers and build honest relationships. We strive to provide all customers with the kind of service they can’t get anywhere else. We believe that if they trust us, they’ll come back. 

A Runner’s Mind

Burlingame and
San Francisco, CA

Established 2010

Mission Statement: 

Movement is Life

Fitting Tech Used: Brannock Device, Currex Foot Disc, Video Analysis, Homemade App

Comments provided by Eileen 

Urtz, General Manager

At A Runner’s Mind, our goal is to provide each guest with all the necessary resources to work towards their goals. We believe a successful fit is one that leaves them with a full understanding of how they move. Of course we love if they make a purchase, but if we’re fitting according to our motto, a purchase isn’t always necessary. We’re just as happy to offer information. We want every interaction to prove we are a one stop shop for all of our guests’ running and walking needs.

Technology definitely plays a role, but more important is the one-on-one relationship. No matter what tech we have, it will always be secondary to human connection.

Our fitting process is a combination of old-school methods mixed with modern technology. We measure everyone’s feet with the Brannock Device, then have guests stand on a heat and pressure-sensitive Currex Foot Disc to take a look at the contoured shape of their feet.

We then take folks outside in a demo shoe and use iPads to video them in motion. We get a front and back view — and sometimes take a side shot, too. The videos are stored in ARMfit, our homemade app. ARMfit houses other pertinent information, including shoe size, injury history, current mileage, training goals, what types of surfaces they’re running on and shoe choices in the past. We also keep track of every shoe the guest tries on. If they end up needing to make an exchange, we can look at the app and efficiently pick up where we left off.

The shoe fitting technology we use benefits the guest by giving them a deeper understanding of their foot. They also get to see their own bodies in motion. Education is really important to us. We believe it’s crucial to teach people how their unique movements affect their specific activities.

Tech’s Future: The future will likely include shoe and insole customizations made from 3D scans. But there are limits to this, too. A machine can be programmed to look at foot shape and pressure points, but this could lead to people putting more value in tech then in trusting their own instincts.

As technology in the run specialty world increases, our floor team will become even more important. They interpret data and truly humanize the fit experience. Sometimes our guests just need someone to listen to them who understands their passion — technology will never be able to do that.

Naperville Running

Four Locations: Three in Naperville and one in Wheaton, IL

Established in 2000

Mission Statement: Naperville Running welcomes all. We are here for one purpose: To make your life better, to share our energy, enthusiasm and knowledge, to coach and educate through classes and training groups, to have fun at our group runs and special events, to outfit you with the key equipment to fully enjoy your activity and to give back to the community that is so supportive of us.

Fitting Tech Used: Foot Balance 3D Scanner, Insole Ovens, Brannock Device

Comments provided by Marisa Hird, Apparel Buyer and Director of Culture and Marketing

We believe it’s important to keep up with the times. If a customer can go to Walmart and get their foot scanned, they better be able to walk into our shop and at least be offered something better. Our process delivers something other experiences don’t — a deep knowledge of the foot and a passion to help people.

You can buy our products anywhere, so it’s imperative that we make sure customers want to come back because of our service level. When someone leaves saying, “I haven’t received that type of service in years…or ever!” it’s the biggest compliment we could ever receive. 

What do we call a success? It’s when our customers leave with a smile on their face after an experience they weren’t expecting — and after having made a connection with an employee.

Technology is not necessary to fit someone for the right type of shoes, but it absolutely takes things up a notch. Our fit experience includes talking with customers followed by a visual analysis and Brannock measurements. Then we use the FootBalance 3D scanner and, if the customer is interested, we make custom insoles with molding heaters. The scanner helps us look more in depth at the shape and flexibility of the customer’s feet and offers us perspectives we can’t see during a visual test. 

Our custom-molded insole option takes about four minutes from start to finish. We put the insole in the heater, after which we help the customer place their feet on the insoles. Hopefully they feel great. If not, the customer is not obligated to purchase them. This enhances the customer’s in-store experience and hopefully inspires them to come back rather than making subsequent purchases online. 

Tech’s Future: The future of tech in our industry is exciting to think about. Surely today’s technology will continue to improve. We’re already seeing some brands working on custom-made shoes based on scans. Hopefully future tech and data will improve our in-store efficiency which, when coupled with our knowledgable staff, will create customer loyalty. 

Ultimately it’s our people who make run specialty special. Technology may elevate the fit experience, but our employees are the foundation. We don’t just sell shoes — we educate, inspire, connect, and motivate.  

Red Coyote Running and Fitness

Two Locations: Oklahoma City & Edmond, OK

Established 2010

Mission Statement: Red Coyote Running and Fitness was founded to actively promote a healthy lifestyle in Oklahoma City and surrounding communities. We strive to create an unprecedented customer experience by providing excellent customer care, unmatched product knowledge and building strong relationships.

Fitting Tech Used: Volumental Scanner, Woodway Treadmill, Brannock Device, Video Analysis, Currex Heat Map 

Comments provided by Josh Lacan, Director of Training and Culture

The best fit happens when we meet and exceed the customer’s needs. Our goal is to always go the extra mile — we get the customer in the correct shoes for their specific activity, then help them find accessories and apparel. We also search for ways to get customers to be a part of our running community. 

Technology is a big part of making this happen. Innovation is one of our core values and we are always looking for tech that best serves customers’ needs. The technology we use helps us see our customer’s foot anatomy, foot strike and previous injuries in a way that ensures the fit is customized to meet each customer’s unique requirements.

For every fit we use the Volumental Scanner. It shows us the customer’s foot in great detail and helps us find the perfect shoe. We look at foot length, width, arch height, instep height and heel width.

While our customers walk/run on the rubberized Woodway Treadmill surface, we use iPads to record videos of their gait in slow motion. This gives us a better look at their rate of pronation. We play it back on our wall-mounted TV so the customer can easily see what we see. We also use a Currex Heat Map to get a better look at the customer’s arch in order to determine which insoles will work best for them.

As great as technology is, it isn’t foolproof. We still put every customer on a Brannock to double check the Volumental’s results. All the components we use offer a great opportunity to educate customers on shoes, insoles, socks and injury prevention tools that are most relevant. 

Technology is imperative. It takes the guesswork out of the process. No longer do we have to say, “Believe me, this will help!” Now we leverage hard data and show the customer why a particular product makes sense. This combination of human and technological expertise builds trust, which leads to a deeper connection. Customers are wowed and excited to come back. 

Tech’s Future: As technology continues to evolve, it’s likely we’ll be able to custom make, on-site, the perfect shoe for a customer. We embrace this possibility because it still brings the customer to our store, allowing us to make an essential human connection with them.

Our fit process will continue to change as run specialty matures. Surely our fitting process will morph to meet future needs. Perhaps everything will be done on an iPad without ever leaving the fit bench — the 3D scan, gait analysis, video, inventory inquiries, race sign ups and ringing out. Regardless, our Fit Coaches will always be shoe technology experts so they may smartly assess customers and create the necessary human connections. 

Tri-Running

Lafayette, LA

Established 2003

Mission Statement: The right shoe for what you do.

Fitting Tech Used: Brannock Device, Aetrex Scanner

Comments provided by Victoria LeBlanc, Social Media Manager and Sales Associate

Customers come into our store for many different reasons. It doesn’t really matter whether their activity is running, working or just regular everyday use, our goal is to get them in the right shoe. Successfully doing this is marked by two main outcomes: The shoe feels great on their feet and every customer leaves feeling confident and informed about their footwear decision.

Technology is important to a successful fit because it’s able to show us things we can’t see with a naked eye. Specific foot length, actual width, pressure points and more are more accurately defined when using technology that’s built to measure it.    

The most crucial tool in our process is the Brannock Device. Its measurements allow us to learn the shape of the customer’s foot so we can match them with various categories, brands, and models. Our customers come in all the time wearing the wrong size shoes. The Brannock is enough to help them navigate their shoe fit with different sizes depending on brand. 

We also us an Aetrex Scanner to capture the most accurate foot pressure data when the customer is standing and in-motion. The scanner creates a 3D model of the customer’s feet and displays it on the screen within seconds. It shows foot length and width measurement and even notes how the customer’s feet compare to an average person’s feet. Customers think it’s so cool.

Tech’s Future: The future will likely include technology to customize the customer’s entire shoe setup. There’s already tech that creates personalized inserts and builds shoes to match color preferences. Hopefully every brand will have custom coloring in the near future.

And though tech is great, machines cannot be as flexible as a fitter, nor can they offer an opinion. When a customer who measures for a size 10 prefers an 8, it’s the fitter who listens to the customer’s desires and makes the adjustment. The human touch is crucial.  

Shoe fitting is a philosophy that caters to everyone’s story. A machine cannot compare to live, face-to-face customer service when it comes to a person’s unique needs.

Marathon Sports

22 Locations across four states: Massachusetts, Connecticut, New Hampshire, and Rhode Island

Established in 1975

Mission Statement: We believe in the freedom to move in the direction that aligns with your journey. Through trust, knowledge and a carefully curated product selection, we bring possibilities to life for our customers, our employees and our communities. 

Fitting Tech Used: Aetrex Scanner

Comments provided by Avery Collard, Social Media & Community Marketing Coordinator

We believe a successful fit has two main components. First, the customer leaves with footwear that makes them feel fantastic. And second, the customer is taught about their specific foot and gait patterns that makes their movement more comfortable. 

Technology is a crucial part of The Right Fit, our trademarked fitting process. It dates back to 1992 when we wanted to help customers navigate the sudden complexity of running footwear. Through the years we refined it by consulting with specialists – kinesiologists, physical therapists and orthopedists – and now this expert approach has become the foundation for all we do. A new employee takes an average of 200 hours to work their way through our training program, after which they can execute fit at the highest level using visual/gait analysis and the Aetrex Scanner. 

All customers are asked a series of questions that give us a better sense of their story. We then use the Aetrex Scanner’s pressure mapping and 3D imaging to quickly determine specialized information about their unique foot. The scanner notes hot spots, foot measurements, excessive pronation and more. It also makes a recommendation for a customized orthotic. We typically do a visual gait analysis to ensure the scanner didn’t miss anything. 

We utilize these technologies to provide customers with the most thorough experience possible. With its assistance, we are able to get real-time biomechanical data so we can consistently pinpoint smart answers to pain issues and recommend relevant accessories. 

People are regularly fascinated to learn something about their feet. Our technology is a crucial tool in customer education and ensures we’re able to keep them deeply involved in their fit. 

Tech’s Future: We imagine the future will include a similar sort of Aetrex Scanner, but perhaps with a moving platform on which the customer can run or walk. Since gait changes from standing to moving, having more detailed gait information would be a great help.  

Technology will never compare to our staff’s real-world experience or passion for movement. It’s people, not tech, that are able to truly customize each customer’s particular solutions. A fitter’s ability to mentally flip through more than 150 pairs of shoes to find the one that fits just right is irreplaceable. 

Regardless of tech, people will be crucial to run specialty. While technology can be helpful, it can’t run a race, put on the shoes or relate to being injured. There will always be an important place for human beings in run specialty.