IN ANY GIVEN RACE around Minneapolis in the US, in every pace group there are runners wearing theMill City Running club singlet. TheMill City runners range in age and ability, but they share a common understanding.
“The back supports the front, and the front supports the back. That means if you’re finishing a local 5K and you’re running 14:50, you’re going to circle back and cheer on your teammates as they come in,” says Mill City Running co-owner Jeff Metzdorff.
More than 400 athletes in the running club have connected through the local shop, which is one example of a running speciality business in the US that’s embracing an inclusive approach to the in-store experience.
And that ’s necessary in SA too, because in the past decade many running retail locations have closed because of fierce competition from online retailers, an oversaturated market, and corporate consolidation, among other challenges. In the US in 2016 alone (the last year the statistic was available in the National Runner Survey), 31 per cent of more than 10 000 runners said they purchased their last pair of running shoes online, compared with just 7 per cent who purchased their shoes at an athletic footwear store. The story is similar in SA.
Because it’s easy to find deals online, speciality running shops have been forced to adapt. The most successful shops in the US have accepted the challenge by finding creative ways to connect with their customers, and keep them coming through their doors instead of browsing Amazon. South African retailers, watch and learn.
• Creating and Embracing Runners
Denne historien er fra September/October 2019-utgaven av Runner's World SA.
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Denne historien er fra September/October 2019-utgaven av Runner's World SA.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
LONGOVERDUE PRAISE FOR THE RUNNING SINGLET
In the last decade, the running singlet once reserved for amateur competitors and professional athletes - has gone mainstream, not only on race day but also on everyday runs.
RISE OF THE 'ILLEGAL RUNNING SHOES
Banned shoes emerged at a basketball court long before they found their way onto a marathon course.
CRACKING THE SLEEP CODE
Are you an early bird or a night owl? Perhaps you've assigned yourself another animal after completing an internet quiz. Research is shedding light on the link between well-being and circadian predisposition, but there's no need to rewire yourself. Learn to lean into your biology with our guide.
THE SECRET TO SPEED IS IN YOUP BLOOD
Some of the world's best runners credit this unorthodox Norwegian training method for their success. Is it right for you?
THE MIND OF MASSYN
IN 2024, LOUIS MASSYN WILL ATTEMPT HIS 49TH COMRADES MARATHON AND HE'S LEARNT PLENTY OF LESSONS ALONG THE WAY. HERE'S THE STORY OF HIS AMAZING JOURNEY.
TAKING CHARGE
OUTSPOKEN AND AMBITIOUS, NEW COMRADES RACE MANAGER (AND FORMER WINNER) ANN ASHWORTH IS LOOKING TO TAKE THE RACE INTO THE FUTURE.
A HALF CENTURY OF COMRADES
THIS YEAR, BARRY HOLLAND WILL BE AIMING TO FINISH HIS 50TH CONSECUTIVE COMRADES MARATHON. THIS IS WHAT HAS INSPIRED HIM.
MY RUNNING LIFE
ORDINARY RUNNERS doing EXTRAORDINARY THINGS
Ageing In The Age Of Strava
RECENTLY MY BUDDY Sean sent a text message that said, “Been running a lot of 5:30–6:00 kays early. It feels pretty nice at that pace.”
How To Start A Run When You Don't Feel Like It
I'VE ALWAYS FELT validation when reading a story about writers and their love of procrastination.