It is well known that independent run clubs – which in the past have operated on the fringes of local run retailers – are playing a major role in the social aspects and growth of running in general. Taking this role a step forward into mainstream running retail, one of the largest of those clubs, Cooldown, and none other than Fleet Feet have entered into a strategic partnership designed to make running feel more approachable, connected and supported for a new generation of runners.
Fleet Feet will now serve as the official retail partner of Cooldown, providing members with a central hub for personalized footwear outfittings and expert gear recommendations. Together, the organizations will collaborate on select in-person experiences, product education and community moments that support runners and grow the running community.
“Cooldown has always been about bringing people together first,” explains Bailey Ness, Cooldown founder. “Running gives us the reason to gather, but the community is what keeps people coming back. Partnering with Fleet Feet helps us give our members more support, better guidance and a stronger local connection as they continue building running into their lives.”
“Cooldown understands something important about where running is headed,” adds Joey Pointer, president and CEO of Fleet Feet. “For a lot of younger runners, the first step is not a training plan or a race goal; it’s finding people to show up with.
“Bailey and her team have built a community that makes running feel social, welcoming and fun. Fleet Feet will help support that energy with local expertise, trusted outfitting and the kind of in-person service that gives runners more confidence once they decide to keep going.”
Celebrating its 50th anniversary this June, Fleet Feet brings a long-standing commitment to personalized service and community engagement across its nearly 290 store footprint. The partnership will enable Cooldown to expand its event offerings and deliver more intentional experiences while continuing to grow authentically.
Together, Fleet Feet and Cooldown will focus on three key areas:
- Access to trusted running supports: Cooldown members will be connected to Fleet Feet outfitters for personalized fittings, gear guidance and resources that help them keep going.
- Community storytelling: The brands will highlight real runner experiences, local events and product moments that support Cooldown members as they continue building running into their lives.
Cooldown has 18 run clubs across the U.S. and in Toronto. The partnership will launch in select markets, including Boulder, Charleston, Denver and New York City, with plans to expand to additional markets over time.
