Runners Help Madison Thrive

It's definitely a running city, and specialty stores like that

MADISON, WI (Tuesday, April 05, 2005) - Madison is a town for runners, and several local businesses and sporting events take advantage of the city's paths, parks, low traffic and fitness-minded residents to drive a recreational running market that cuts across several economic sectors.

That's why Jessica Anderson decided to relocate to Madison with her husband, Matt, and open Fleet Feet Sports, which sells clothing and equipment for runners at 8440 Old Sauk Road.

"Madison is a very athletic town," Jessica Anderson said. "We felt that it could use another specialty running store. With all the events in town like the Madison Marathon and Ironman, we believe it will be a good business for us."

Fleet Feet has locations through the country and the Madison store will be the company's first in Wisconsin, said Jessica Anderson, who worked at the original Fleet Feet store in Sacramento, Calif.

Businesses that specialize in running are a major benefit to consumers who want advice and guidance in selecting products that will make their running or walking experience a beneficial one, said Andy Downin, a sales associate for Movin' Shoes, a running store at 605 S. Park St. As spring brings warm days, Downin said sales are also heating up.

"This time of year is always popular for first-time runners," he said. "They've had the long winter and they're looking to get in shape. As the weather gets nicer and the roads get dry, as it starts to get greener, they want to get outside."

Dr. Mark Timmerman, chairman of the sports medicine department at Dean Clinic and a two-time finisher in the Wisconsin Ironman triathlon, said his patients are coming to him for advice on how to optimize their training and minimize injuries.

"This is the time of year when people will restart their running programs," Timmerman said. "There's a commitment to exercise here that is unique to the Midwest."

Timmerman said he attributes Madison's fitness consciousness to the combination of a well educated populace and ready access to recreational resources.

Madison draws running fans from across the country for a variety of athletic events that help to fuel the local economy.

"The Madison Marathon is an event with over 4,000 participants," said Keith Peterson, the event's manager. "You bring these runners to town for anywhere between two and three days. With the hotels and restaurants it can have a very substantial impact on local businesses."

Peterson said of the 4,140 participants in last year's marathon, 1,235 were from out of state and 2,452 were from outside of Dane County.

Kim Straka, director of communications for the Greater Madison Convention and Visitor's Bureau, said the Ironman triathlon, scheduled for Sept. 11, is projected to bring over $2.4 million in direct sales to Madison-area businesses.

"It's especially good for outlying areas like Verona and Stoughton that really turn out for this event and share in the benefits," Straka said.

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