Store Caters To All Runners, Walkers

GALVASTON (Thursday, January 19, 2006) - If the recent marathon coverage has you thinking that "real" runners are only those who can run 26 miles, think again.

According to Jeff Phillips, president of Fleet Feet Sports, the majority of "real" runners are enjoying two- or three-mile runs. Their goal is more likely to be overall fitness and good health than a race's finish line.

Too often, these casual runners can be intimidated by the "fast company" they assume the stores are meant for. In reality, the running specialty stores cater to runners and walkers of all abilities and aspirations.

Phillips was in Houston recently meeting with the management of all 67 Fleet Feet stores. The Fleet Feet franchise has become one of the largest running specialty retailers, and Phillips credits much of the success to the individual store owners' commitment to all segments of the running community.

"Back in the days of the first running boom, the typical running store was staffed by young guys, and the big topic was how fast your 10k time was," he laughed. "Our stores cater to a much broader spectrum. We have great shoes for walkers — running shoes are really better than walking shoes for fitness walking."

One strategy for serving the walkers and beginning runners is to emphasize proper fit.

"For the past two year, out largest initiative has been the Personal FIT Process. It's a proprietary technique that improves the fitting process, and standardizes it in all our stores." Fleet Feet counts on such personal attention to build customer loyalty.

Unlike in the early days of the running boom, the core market for Fleet Feet is women 35 to 55 years old.

"Our business is 55 to 57 percent women's merchandise," Phillips said. "On top of that, women account for 80 percent of all Fleet Feet purchases, because they're also buying for the men. So it's crucial that our stores appeal to them."

To reach more women and demystify the process of buying running gear, the stores have developed "Diva Night," special store hours for women only.

"We serve wine and cheese, set up massage tables and have girls' night out," Phillips said.

Along with the fun, serious business gets done, including sports bra fitting designed to be as individualized as shoe fitting.

"We see sports bra fitting as a big growth area," Phillips explained. "Currently, we sell one sports bra for every 10 pairs of women's shoes. I'd like to see the ratio be closer to one-to-one."

Although the specialty stores have done a good job of becoming beginner-friendly, they're still just a gateway to the real fun: running.

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