‘Tis the season for the holidays … and The Running Event. While many in the industry gathered in San Antonio for run specialty’s annual palooza to learn from one another, build connections and see new products, running shops didn’t let off the gas pedal as the calendar year neared its end. After all there were cross-country seasons and fall marathons to celebrate, new products to debut and plans to complete.
Running Insight senior writer Danny Smith highlights some spirited acts from the nation’s run specialty retailers.
Empowering women
For two years, Fleet Feet West Reading (PA) had been brainstorming ways to make a safety workshop more impactful and engaging than preachy. The solution? The Move Her Mind Women’s Empowerment Night, a collaborative event with ASICS celebrating women and generating a healthy discussion around how they can stay safe and vigilant while exercising.
The November 13 event at a local brewery’s event space included a keynote talk from self-described “Professional Struggle Runner” Erin Azar (@immrsspacecadet) as well as a panel discussion featuring five local females championing running and fitness: ultramarathoner Maeve Thistel, podcaster Aimee Kohler, sports psychologist Jess Cammauf, high school cross-country coach Adriane Hoke and Fleet Feet West Reading owner Sorita Averill Fitzgerald.
In one nice touch, the event’s 80 attendees wrote a message about why they run or exercise on a blank Move Her Mind race bib. Organizers then displayed those notes at the event to underscore the shared missions and common bonds of those in attendance.
Participants raved about the event’s relatable and inspiring tone.
“I loved being in the room with Fleet Feet West Reading and a ton of amazing women. It left me inspired to prioritize moving my body, which is something I've been struggling with the past few months,” attendee Samantha Musser said after the event.
Getting a laugh … and an unexpected sales opportunity
What started as a joke on Rush Running Company’s social media feed – scribbled pencil art drawings of owner Mike Rush and running shoes on T-shirts, hoodies and sweaters – took on a life of its own. After generating unexpected interest, the Arkansas-based store is bringing limited runs of the whimsical gear to life in January. Who knew?
Opening a surprise
In an effort to spur holiday shopping AND prompt return visits to its Peoria, IL, storefront, RC Outfitters concocted a novel idea. Beginning November 17, RC Outfitters awarded customers a mystery blue envelope with every purchase. From December 26-January 18, customers can return to the store with their unopened envelope and share it with a staff member to discover their gift. The mystery envelopes include prizes valued $5-500 and the awards are stackable.
Deck the treadmill
Over at the Dick Pond Athletics location in Park Ridge, IL, store manager Chris Wilhite decked his treadmill in some holiday spirit. Inspired by a suggestion from his young daughter, Wilhite transformed the exterior of his shop’s treadmill into a sleigh with cardboard, gift wrap and other readily available items. How’s that for festive?
New running stores debut
In Hudson, NY, Neighbor Running celebrated its grand opening on November 6. The new shop is the brainchild of Kevin Meehan, a former University of Virginia runner who formerly peddled shoes at Ragged Mountain Running Shop in Charlottesville, VA.
In November, John’s Run/Walk Shop, a longtime staple in the Lexington, KY, market, opened a new location in the college town it’s called home since 1978 (photo above). It is the third store for the 47-year-old business helmed by Melody Marshall.
Fleet Feet-owned Marathon Sports continued its growth with a new storefront in Dedham, MA. Opened in October, the Dedham store marks 28 New England area locations for Marathon Sports.
Not to be outdone, Florida-based Fit2Run’s fast march toward 50 stores continued in 2025’s final quarter with new locations at the Opry Mills Outlet in Nashville as well as downtown Tampa. Fit2Run now boasts 45 stores across three states and Puerto Rico.
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.
