On the heels of a record-breaking edition of The Running Event in Austin last November, run speciality retailers closed out 2024 with a bang and rushed into 2025 with resolute energy and their characteristic blend of creativity and community. Running Insight senior writer Danny Smith recaps some lively and noteworthy activities at running stores across the U.S.
A handcrafted gift at BBay Running
BBay Running in Bellingham, WA, offered a particularly unique and personal product this winter with ear warmers handcrafted by store employee, Alissa Reynolds. A lover of the fiber arts, a passion fostered by both of her grandmothers, Reynolds hand crocheted the durable ear warmers with alpaca wool purchased from a local independent store and, for an adjustable fit, BBay-branded buttons supplied by a local wood artist. Exclusively for sale at BBay, the limited-edition ear warmers came in seven colors.
“I very strongly believe that the greatest way local businesses can thrive is through branding and through relating to our individual communities,” Reynolds says. “After all, we know what inspires those that run alongside us.”
Staff shenanigans with Running Wild
Running Wild, with stores in Pensacola, FL, and Fairhope, AL, has new ownership and a new tradition.
In November, a group of Running Wild employees completed the inaugural Store2Store Relay when team members loaded onto the company’s “Cheetah Bus” in Pensacola and drove to the Fairhope location. Once there, the employees relayed 71 miles back to the Pensacola store by foot, though one crazy employee completed the entire endeavor solo.
Along the way, the Running Wild crew enjoyed snacks, made random pitstops, including one memorable visit to a sketchy bait-and-tackle shop, and leaped into the Gulf.
“We laughed, chatted and persevered together,” says Running Wild marketing manager Sydney Bercier, who promises a second annual Store2Store Relay in 2025.
Extra Mile invites you to run as you sleep
A Care Bear, a unicorn, a turkey, two Perry the Platypuses and a penguin were just some of the participants in Extra Mile Fitness Company’s third annual Roll Out of Bed Onesie Run. The December event at the Valparaiso, IN-based store invites runners and walkers to come dressed in their coziest onesie or PJs and complete a three-mile route from the store.
Extra Mile marketing manager Kathleen Neal says the Onesie Run offers an alternative to traditional holiday-themed fun runs and delivers warm energy amid a dreary, cold season in northwest Indiana.
“We are always searching for new ways to bring the community together to move and be active,” Neal says.
A reminder to the “I’m not a runner” crowd
In a clever marketing play and just a good ol’ fashioned dose of generosity, Fleet Feet Montclair (NJ) reminded prospective customers that the shop serves non-runners with a video starring their FedEx driver, Nelson. The brief video included Nelson detailing aspects of his workday and his need for comfortable shoes at work. It also showed staff fitting Nelson before gifting him two pairs of shoes alongside socks and insoles as a show of gratitude.
The thoughtful video is an explicit reminder that run specialty stores serve the entire population, not just runners. It certainly earned the Fleet Feet Montclair team plenty of good karma, too, as the Instagram post earned more than 200 likes and a flurry of positive comments.
Knock, knock new stores
There were no shortage of new run specialty stores debuting across December, January and the early weeks of February.
Red Coyote Running and Fitness welcomed customers to its new retail store in Norman, OK, in December. In January, iRun, now under the ownership of Garrett Sage, celebrated the opening of its fourth location in San Antonio, while Atlanta-based Big Peach Running Co. introduced Big Peach South Fulton. Helmed by Ric and Dawn Ross, the newest Big Peach is the first Black-owned running business in Georgia.
In February, Solid Rock Running Company opened a new shop in Athens, AL, to complement its flagship in nearby Florence, AL, while Gotta Run recently introduced its new Powdersville location, the fourth Gotta Run store in South Carolina.
Some of the industry’s biggest retail players upped their store counts as well.
After opening locations in Puerto Rico’s Plaza Carolina and St. Petersburg, FL, Fit2Run now has 50 total stores within its reach.
Fleet Feet, meanwhile, recently launched new stores in Brownsville, TX, Miami, Hattiesburg, MS, Concord, NC, Burlington, NC, and Prescott, AZ. The North Carolina-based company also oversaw the conversion of existing running store businesses, including two South Sound Running locations in Washington and Flying Feet Sports Shoes in York, PA. In addition, Fleet Feet-owned Marathon Sports debuted a new shop in Arlington, MA.
Have a compelling event, project or initiative to propose for a future Running Spirit column? Contact Running Insight senior writer Danny Smith at [email protected] with details. You can also follow Danny on Instagram @runspecialtyinsider.
