The Running Industry Diversity Coalition (RIDC), in partnership with The Running Event and On, provided full scholarships to TRE22 in Austin, TX, for run specialty stores owned or managed by BIPOC leaders to raise their profile in the industry and increase the overall number of people of color at the event. The RIDC provided a full schedule for this group to enjoy, including a night of networking that helped to build lasting connections beyond the event.
“Our team was thrilled to provide the RIDC with The Running Event 2022 attendee scholarships, which included complimentary access to the full educational program, exhibit hall, networking events and three nights at our host hotel,” explains Christina Henderson, TRE event director. “Not only did these scholarships increase BIPOC representation at TRE, but they contributed to the larger goal of building a more diverse and inclusive running industry as a whole.”
As part of this special Women Who Run This Business Issue, Running Insight reached out to two of the female scholarship recipients – Joy Hunt co-owner of Elite Feet 302, in Delaware, and Jeri Hogue of Southwest Running, in New Mexico – for their thoughts on TRE, diversity within the running community and where the business needs to improve its BIPOC efforts.
Joy Hunt, Elite Feet, Middletown, DE
Joy Hunt is co-owner of Elite Feet, an independent running store that opened in 2015 in Middletown, DE. Her co-owner, Jason, was a collegiate track and field athlete; she was a mother of two who used running for mental and physical post-partum health and wellness. Their region was one of the fastest growing in the state, but had a significant gap in terms of specialty running retail. They opened their store to fill that gap, knowing that they would also very broadly serve diverse populations that benefit from performance footwear — walkers, teachers, nurses, hair stylists, line workers and more.
Do you consider yourself a woman in the business or more generally a professional in the run specialty space?
In full transparency, I considered myself a woman in the business – and largely my husband’s partner – before my first TRE experience in 2021. I had largely been focused on operations, but had recently written a successful grant for a mobile trailer to retail onsite at races, fitness centers and employer fairs. At TRE, I met so many women owners; I learned more about their various roles in their businesses, their ways of working and impact in their stores and businesses. I was flat out inspired.
What happened after that?
After TRE, I was afforded an opportunity to attend Empowerun, where I was able to build on these new relationships and reflect and build on my unique leadership style and capabilities — so not just what I do in the business, but also the value of how I uniquely do it. I was able to call so many women leaders throughout the year and ask questions, get help, bounce ideas off of them, talk about work-life balance and more.
What did you accomplish at TRE22 last year?
The Running Event in 2022 was an impactful and rejuvenating reunion and reconnection of mentors and friends this year for me. Of course, I left with a notebook of ideas and follow-ups as usual.
After being at TRE, do you agree that run specialty is perhaps more equal in gender participation than many other businesses?
I believe so. Running, by its nature, is an all-access sport across genders. And running experience is largely the entry point for this industry.
At the same time, what do you think retailers, vendors and the industry as a whole can do to improve its diversity efforts?
I truly believe the industry and the running community still too often narrowly defines and narrowly projects what a “runner” is and/or looks like. We serve customers daily who preface their visit with comments about not being a “real runner” because of their pace, shape, size, experience or proficiency. Representation in stores, at races, within running groups, in marketing, working within brands and beyond are all really important towards debunking that myth and being more meaningfully inclusive as an industry.
Do you bring a different perspective to your role as a woman in the business as compared to your male colleagues?
I absolutely bring a unique perspective to our business in many ways — leadership style, both creativity as well as prudence, merchandising perspective and more. And because I am in business with my husband where we have learned to partner well and offset each other in all aspects of life, it provides a nice balance for our staff, our customers and our partners.
What advice would you give to run retailers and vendors about reaching out to a more diverse gender and ethnic consumer?
Authenticity and sincerity first. Representation at every stage of decision making and marketing — anything from in-house staff to focus/test groups to social media polls if appropriate. Research and seek out those groups, tribes and communities and spend time with them in their training environments as well invite them into your retail and training environments.
What advice would you give to any women considering following a similar career path as yours?
Always see your womanhood as an asset in any environment you are in. Be flexible, but true to your guiding principles and innate strengths — such clarity is priceless. And when you are true to those, your gift will always make room for you, as the Bible says.
On a personal note, are you a runner?
I am a runner. After running several half marathons and being decidedly only half crazy, my never meets now! I will be running the Paris Marathon as a part of ASIC’s Voyage to Paris in April. So, I am running three or four times a week with longer runs on the weekend.
Wow. Other than that what do you expect for your store in 2023 and what is it going to take to accomplish that?
This year, we are looking to expand our store-branded apparel offerings as well as increase our accessories and run support section. We will do a light remodel of that section of the store to accommodate more products and increase eye appeal. We will continue to schedule retail and education events with our mobile trailer and look forward to serving more employer health events and assisted/senior living centers this year.
Jeri Hogue, Southwest Runners, Farmington, NM
Jeri Hogue was introduced to running when she was in the seventh grade through a PE teacher and says that going out for track that spring season changed the direction of her entire life. She ran track throughout her high school years and wanted to run cross-country but recalls being afraid to be the only female on the team – there was not a women cross-country team at her high school at the time – so she decided to play volleyball instead.
She met her husband, Eugene, at a local race and they have been married 36 years and have two children — Allegra and Sebastian. Since their town didn’t have a running specialty store and they had to travel three hours to Albuquerque, NM, to purchase shoes for their son, she and Eugene decided to open a running specialty store and in February 2010 they opened the doors to Southwest Runners in Farmington, NM.
She has also coached track for 13 years and cross-country for a decade at a local middle school in Farmington. Her title is owner and since they do not have any employees yet her family voluntarily steps in to help whenever needed.
Do you consider yourself a woman in the business or more generally a professional in the run specialty space?
I consider myself a woman in the business.
Run specialty is perhaps more equal in gender participation than many other businesses. Do you agree with this and why do you think so?
I do agree run specialty is more equal in gender participation. Running is a unique sport where all gender and ages can run together as one.
What can the running industry do to improve its diversity efforts?
Retailers and vendors should hire individuals in the leadership and staff roles with diverse backgrounds. With diverse leadership and staff one can connect with individuals and runners in their communities. I have noticed running brands have been advertising diversity in media and photos and such. That is a step in the right direction. We can all learn from one another.
Do you bring a different perspective to your role as a woman in the business as compared to your male colleagues?
Yes, I do. I am more relationship-based and care about my customers even long after I have sold them a pair of shoes or apparel. I see life differently every day and I’m grateful to be able to run and share my love of running with others.
What advice would you give to run specialty retailers and vendors about reaching out to a more diverse gender and ethnic consumer?
They should reach out to diverse communities through sponsorships for run clubs/individuals, fun runs, demo runs, etc. The location of the runs should be held in diverse communities.
How can you personally relate to that effort?
Being a Native American (Navajo tribe) we have a lot of talent off and on the Navajo Reservation. The Indigenous people are known to be long distance runners, but feel we are often forgotten or overlooked. We need sponsors for elite Indigenous runners who can in return be mentors for our young children to look up to through the sport of running.
What advice would you give to any women considering following a similar career path as yours?
You have to have a passion for running, take risks, surround yourself with people that support you, believe in your dream and don’t give up. As a woman in the business I feel often we are not taken seriously at times. There are many challenges in owning a small business but it is very rewarding.
On a personal note, are you a runner? If so, what’s your running routine like these days?
Yes, I am certainly a runner. I have run a 55K, several marathons, including Boston, half marathons, 10Ks and 5Ks in my lifetime. I am currently training for a half marathon in February 2023 in Mesa, Arizona. Since I’m getting older I have been focusing more on 5Ks and 10Ks to try and keep my speed. I run five days a week, either a long run, track workout, short fast pace run or weight train.
What did you accomplish at The Running Event 2022 in Austin last year?
At The Running Event, Eugene and I met with new vendors and now we plan to carry a variety of brands of running footwear, apparel and accessories.
Finally, what do you expect for your store in 2023 and what is it going to take to accomplish that?
I expect 2023 to be a great year, since it will be the half marathon year for Southwest Runners. In order to have more merchandise we need to make some renovations. We also plan to have more community fun runs. Since Eugene works in the construction industry, he will have to make time to make these renovations. On my part, I will have to continue to work hard, be creative and serve our local running community.
