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n March 9, Cloud 9 Multisport’s Instagram account shared an announcement – an increasingly familiar one in the run specialty retail world.

“Cloud 9 is looking for energetic, passionate individuals who have a desire to help others move into a greater lifestyle of wellness. We are looking for customer experience representatives on all levels,” the store’s post read.

Though owner Keith Sampson’s 2000-square-foot shop in Winona Lake, IN, carries a strong seven-member crew, the four-year-old store’s continued growth necessitates reinforcements – and that, Sampson acknowledges, is no easy feat in contemporary times.

“Finding good, quality labor right now is a challenge no matter who you are,” he says. “And our challenge is even a bit more complex because we need to find good people who will do the work for a reasonable wage and hit the customer experience bar we’ve set.”

To be certain, labor stands as one of the biggest obstacles run specialty shops face these days. Once upon a time for running stores, finding high-quality employees was the problem. After all, intrinsically motivated, responsible people pleasers able to work nights and weekends and possessing a servant mentality alongside a genuine passion for fitness don’t necessarily grow on trees. Over time, however, the problem has shifted: today, many run shops are struggling to find employees at all. 

“Since COVID-19, people have options to work from home or join the gig economy and that’s hard to compete with,” Fleet Feet Rochester (NY) general manager Barb Boutillier acknowledges.

Recruiting table stakes

While the shifting labor market has frustrated many running stores, it has also spawned determined action and creative ideas to cast a wider net for employees.

Website listings, e-mail newsletter notices and social media posts announcing openings and inviting applications are all table stakes in today’s employment environment, but those steps alone are rarely enough, many retailers agree. It takes more punch.

Massachusetts-based Run House, for instance, clearly identifies job openings on its website. Positions for store manager and shoe fitter carry detailed information on the responsibilities, requirements and pay. The savvy move at Run House? An “apply now” button makes it simple for candidates to submit their information immediately. Such ease and immediacy matter with young employees, in particular.

Another Massachusetts-based running store, the multi-unit Marathon Sports chain owned by Fleet Feet, often ends its customer e-newsletter with a call for new team members. The company touts enticing benefits like health insurance, vendor-sponsored events, employee discounts and a 401K program in a simple infographic. Ditching long job descriptions for a concise listing of job perks positions Marathon Sports as an appealing place to work.

When Sampson posted Cloud 9 job opportunities on the store’s Instagram page, he swapped the typical listing of job responsibilities with a splash of storytelling and good humor. He invited teachable applicants looking for “more than just a paycheck” to join the store’s “glorious team.” He also gave a listing of reasons the job “is definitely not for you,” such as those looking for the highest possible pay or those uneasy about talking to strangers.

“The wording set expectations, made it fun and showed we’re a different kind of business,” says Sampson, who hired two new staff members soon after the Instagram post went live. 

Going outside the box

More and more, run shops are embracing creativity and intentionality in employee recruiting efforts.

Louisville, KY-based Swags upped the social media ante with a lively video of staff members dancing in the stockroom, certainly a more energetic way to call for applicants. The caption, meanwhile, communicated core information like full-time employment positions and an $18/hour starting rate with benefits and growth opportunities.

About 80 miles east of Swags in Lexington, KY, John’s Run/Walk Shop hosted an Info Night on March 10. The hour-long event featured three separate 20-minute segments – one focused on part-time roles at one of John’s three retail stores, another on ambassador programs and a third on business partnerships. Hitting all three allowed John’s to interact with individuals passionate about health, community connection and building relationships.

As A Snail’s Pace was actively hiring full-time floor managers as well as part-time associates last December, the five-store chain in Southern California held a four-hour job fair inviting potential candidates to bring a cover letter and resume.

Eyes wide open

Much like A Snail’s Pace, Fleet Feet Rochester hosted open interviews to fill sales associate positions as well as roles for its events business, YellowJacket Racing. From 11:00 a.m. to 6:00 p.m. on Tuesday, August 12, 2025, Fleet Feet Rochester invited interested applicants to visit its flagship store, share their resume and learn about open positions. 

Boutillier says the open interview is about making it as easy as possible for people to apply. It also gives Fleet Feet Rochester leadership a chance to interact face-to-face with candidates and, notably, to do so at a period of the workday when the business needs the most staff help.

“When we host these open interviews, we get at least 5-10 applicants, so it’s an efficient way for us to connect with potential employees,” Boutillier says. 

The open interviews embody one of Fleet Feet Rochester’s core operational tenets: “always be hiring.” That mindset also includes mentioning job openings in an e-newsletter distributed to about 70,000 emails, a staff referral program and actively recruiting prospects from the store’s training programs.

“The reality of hiring is that we always have to keep our eyes out for people,” Boutillier says.