In one of the more creative and novel marketing and sales efforts unveiled in the midst of the COVID-19 pandemic, Ultra Running Company, based in Charlotte, NC, is offering what it calls its “Runner’s Select” Program with the tagline “It's time to imagine a new way to Learn To Love To Run.”

“Imagine never buying a pair of shoes again,” the retailer says. ”Imagine working with the Ultra Running Company team to build a holistic program designed just for you. Imagine paying a simple monthly fee to experience the very best we have to offer in Training, Racing, Social interaction and Shoe choice.”

Basically, members pay a set fee – there are four different levels – for a suite of benefits that vary of the level chosen by the participant. It is designed as a great way to build customer loyalty, lock in regular on-going sales and build a unique community in the Charlotte area.

The biggest difference in the programs is the amount of new “free” shoes the members receives every year.

There are four levels of Programs.

  1. URC Runner’s Select Program – Wellness ($59.99 a month), which offers a choice of two pairs of running shoes a year.
  2. URC Runner’s Select Program – Race ($74.99 a month), which offers three pairs of running shoes a year.
  3. URC Runner’s Select Program – Distance ($89.99 a month), which offers a choice of four pairs of running shoes a year.
  4. URC Runner’s Select Program – Ultra ($114.99 a month), which offers a choice of six pairs of running shoes a year

In addition to the “free” shoes, (all allow members to access to every running shoe in the URC lineup — regardless of price or brand), the Runner’s Select Program benefits for all levels include:

  • A Results-Driven, Customized Training Program
  • Two Race Registrations Per Year
  • Facilitated, weekly Wednesday run group with URC Staff (ZOOM Meetings during COVID-19 period)
  • Member-exclusive URC Runners Select Shirt by Recover Brands
  • Weekly E-Communication Engagement
  • Members-Only Discounts (15 percent Off Everything)
  • Early Access to Sales and Events
  • Monthly Educational Seminars / Events
  • Zwift Runpod Virtual Reality Running Device
  • Strava / Facebook Group moderation