Run

---

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS • RUNNINGINSIGHT.COM • MARCH 16, 2015 • VOL.7, NO.5

Breaking Down Barriers

TIPS FOR SELLING SPORTS MED PRODUCTS

Driving Repeat Business 7D’s New Footwear

Pro triathlete Max Fennell

balega.com

bodyglide.com

hokaoneone.com

pro-tecathletics.com

nathansports.com

sofsole.com

ASI: 30121 • PPAI: 304796 • SAGE: 67729

we are

888 464 3824 | www. A4 .com

IRRA Leads Running Industry’s Involvement in

Million Mile Month

IRRA is encouraging its members as well as the greater running industry to participate throughout the 30 days of April.

By Daniel P. Smith

O

ne million miles. Thirty days. That’s the simply stated, yet undeniably daring mission of Million Mile Month, a twoyear-old wellness movement that the Independent Running Retailers Association (IRRA)

RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2015 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709.

4

runninginsight.com

is encouraging its members as well as the greater running industry to participate in throughout the 30 days of April. From running and walking to biking and even yoga, the international fitness challenge seeks to top a collective 1 million miles of physical activity next month. “We want to give people Jeff Nott........................... [email protected] Jeff [email protected]

Advertise

Beth Gordon............. [email protected] Matthew [email protected] Sam [email protected]



one million reasons to run, not one million reasons not to and Million Mile Month offers us a new platform to discuss the importance of fitness and to showcase our industry,” IRRA executive director Parker Karnan says. Texas resident Steve Amos founded Million Mile Month in 2014 to challenge the increasingly sedentary lives of the nation’s populace and rising obesity rates, two significant factors contributing to fatal conditions such as cancer, diabetes and heart disease. Entering just its second goround, the nonprofit initiative has attracted interest from corporate wellness programs, community organizations, governmental agencies, schools and more. Karnan, who is spearheading the IRRA’s inaugural participation in Million Mile Month, sees the upstart initiative as a compelling opportunity for running stores to engage customers around a healthy goal with a social element. “Running today is about community, being social and sharing and Million Mile Month is a way for us to promote running stores and running in a fun, trackable way that shines a spotlight

Editor-in-Chief... Mark Sullivan: [email protected] Managing Editor....... Cara Griffin: [email protected] Publisher................Troy Leonard: [email protected] BACK ISSUES runninginsight.com

SUBSCRIBE store.formula4media.com

© 2015 Formula4media LLC.

Million Mile Month (continued) on the sport and inspires our customers to get active in a global event,” Karnan says. “Getting more people engaged with our stores and our industry can only produce positive results.” Running stores and industry vendors can register under the IRRA banner by visiting the Million Mile Month website at www.millionmilemonth. org and registering as an IRRA supporter from the “My Organization” pulldown menu. Once registered, Karnan urges store owners to promote the program in-store and to leverage social media

Karnan sees the upstart initiative as a compelling opportunity for running stores to engage customers around a healthy goal with a social element. to spotlight the campaign, specifically using the #MillionMileMonth hashtag to spread the message. He says stores can create an

inclusive, social program by posting photos of staff or customers involved in the challenge, providing weekly updates on progress and celebrating milestones as well as the final tally. Throughout April on the Million Mile Month website, individuals can view the IRRA’s overall mileage, while retailers can also check on the mileage their company or an individual store has earned to date. For customers’ ease of use, the Million Mile Month’s mileage log application connects with Fitbit and MapMyFitness.

With over 400 storefront and 60 vendor members in the IRRA, Karnan believes the IRRA can “blow the lid off” the challenge and quickly ascend to the top of the Million Mile Month leaderboard. “Million Mile Month is a way for our stores and our industry to document our wide-ranging impact on people and show just how valuable we are to the nation’s health,” says Karnan, adding that his Washington-based consultancy, Karnan Associates, will be participating in Million Mile Month as an IRRA member as well. n

Remember 10-Seconds for all of your running needs. Check out our diverse selection of insoles, colorful & reflective laces, cleaners, and more.

6

runninginsight.com



© 2015 Formula4media LLC.

g in e e S w is s E n

r in g

er ot the oth n t, o fo r to you udster. oe adapt w On Clo e n ll a Can a sh e ith ? Meet th moves w d c n ri u b ro fa a h y wa -Stretc n to ent 4Way mfort dow o c re u Its intellig p ns This mea your foot. . s f your toe the tips o

Runner, Heal Thyself Sports Medicine Brands Offer Relief for Injured Runners

KT Tape is applied along muscles, ligaments and tendons to provide external support.

The market for sports med icine has created more specialized product for running specific needs.

8

runninginsight.com

By Lou Dzierzak

R

un long enough and it’s a pretty good bet you will sprain an ankle, twist a knee or even endure a surgical procedure for a torn meniscus or other malady. Sports medicine brands and running specialty retailers are offering injured runners resources to rehabilitate and heal. “The definition of sports medicine continues to evolve beyond the traditional form of braces and supports and now

includes various compression and recovery products. The biggest shift we see is from injury rehabilitation to injury prevention,” says Mary Horwath, VP, global marketing, McDavid USA. Braces and support are created for run specific injuries such as IT-band syndrome, patella tendinitis, plantar fasciitis and shin splints. “The market for sports medicine has created more specialized product for running specific needs,” says Laura Cleveland, marketing manager, Zamst.



Evolution in product design is also attracting new consumers. “The traditional knee or ankle brace has been made of neoprene,” says Jason Richter, VP, product marketing, Shock Doctor. “Now, there’s starting to be a shift to high compression knit materials. Running shoes have taken advantage of knit materials and laminating processes. Knit materials are starting to migrate into sports medicine products. The big benefit is the material is lighter, more breathable, lower profile and fits the running © 2015 Formula4media LLC.

PERFORMANCE

DRIVENfor the Human Race

Tech Deck: ZAMST HAS BEEN SUPPORTING ELITE RUNNERS FOR MORE THAN 20 YEARS. WE CREATE PRECISION ENGINEERED SOLUTIONS FOR RUNNERS' NEEDS. SOLUTIONS THAT ARE DEVELOPED FROM THE GROUND UP... NO IMITATION... PURE AUTHENTICATION...

A a-Fit

Flyweight TECH

ROM-TECH

V-TECH

RK-1 Knee support

Amy Hastings US T&F 10,000M & Elite Marathoner Zamst Elite Force Team member ZAMST.US 877-ZAMST.US

KNEE

ANKLE

ICING SYSTEMS

BACK

COMPRESSION

Sports Med (continued)

Shock Doctor Ice Recovery Compression Wrap, MSRP $54.99

The perception of being injured has changed. Instead of a sense of embarrassment, runners feel differently. Now it’s okay to wear a sleeve or a brace.

Pro-Tec 3D Flat Premium Knee Support MSRP $19.95

market better than a knee brace created for a football player.” Sports medicine has evolved. “We tend to see old-style neoprene supports and braces moving to lighter weight, more breathable construction,” says Chad Stephens, senior product manager, Cramer Products. “The current trend is performance material, and technology used to develop the supports/braces that help enhance the athletes muscle strength and conserve their energy during exercise/training,” says Theresa Wong, La Pointique International Ltd. An injury-prone audience The number of runners continues to increase. Long-time runners are certain to experience discomfort or an injury at some point in their training. Sports medicine brands are

10

runninginsight.com

working to raise awareness of the category. “Runners are researching online and trying to selfdiagnose and treat some kinds of injuries. It’s common to see injuries in newcomers as well as sustained runners. The body does break down over time,” says Stephens. The focus for McDavid continues to be the athlete, according to Horwath. “Not just those experiencing injury but rather those seeking to stay healthy and protected,” she say. “The traditional run and fitness market continues to expand and evolve into more challenging formats such as obstacle course racing, where protection along with injury prevention is top of mind.” Baby Boomers and women continue to drive growth in half-marathon and marathon distance events. Running longer distances increases the



McDavid Dual Compression Ankle Sleeve, MSRP $16.99

risk of injury. “Baby Boomers are the first generation that’s never stopped exercising. This generation is pressing the limits,” says Zelasko. “We are definitely seeing more women. There are so many people looking for a one step solution, but we are promoting a long term healing environment so you are doing the right thing to help you stay active.” The perception of being injured has also changed. Instead of a sense of embarrassment, runners feel differently now. “Preventing injury and recovering from injury doesn’t carry the stigma is used to have years ago. Now it’s okay to wear a knee sleeve or brace. Older athletes are participating longer and more willing to try different things like a knee strap or sleeve,” says Richter. “They may be sore but will try to work through it with the help of sports medicine instead

© 2015 Formula4media LLC.

Sports Med (continued) KT Tape elastic sports tape, MSRP $19.99

of stopping their activity.” Zelasko notes that news reports of injuries of professional athletes has had an impact on sales. “[The media] is reporting athlete injuries differently. They’re using ter-

12

runninginsight.com

minology like plantar fasciitis. That’s causing people to take notice.” She continues, “Being injured is almost a badge of honor now. It’s the shark bite scene from the movie ‘Jaws’

where everyone is showing off their scars. Athletes don’t have a problem being injured but they certainly don’t want to admit it is bad enough to go down the medical path right away. They are looking for someone with a level of expertise or a voice of authority to either validate their self-diagnosis or give them credible insights. We believe the running store employee is asked on a regular basis ‘what do you know about this [injury]?’ Our focus has been on helping running stores meet that demand or capture a sale that may have gone to a drug store or big box.” Incrediwear uses semiconductor elements like germanium and carbonized bamboo



charcoal added to fibers to create socks and braces. The technology reduces inflammation and increases oxygen delivery for faster healing. “Runners and athletes are now moving away from compression toward products that promote recovery and injury prevention,” says Dr. Jackson Corley, CEO Incrediwear. “People are looking away from compression to find products that increase blood flow to allow injuries to heal and recover faster.” Braced for success? After their primary footwear and apparel product lines, run specialty retailers have long lists of other product categories to manage. Sports

© 2015 Formula4media LLC.

Multiply your power

INTRODUCING

MCS ( MUSCLE CONTAINMENT STAMPING) THE FUSION OF THE HUMAN BODY + 2XU COMPRESSION TECHNOLOGY FOR HUMAN PERFORMANCE. MULTIPLIED.

THE WORLD’S MOST ADVANCED COMPRESSION TECHNOLOGY

Sports Med (continued)

Kinesio Tex Classic kinesio tape, MSRP $9.99

The sports medicine category may be intimidating, but there’s a huge opportunity given the traffic and expertise that running stores offer.

14

runninginsight.com

Incrediwear Sock, MSRP $13.50

medicine offers revenue opportunities for stores that take that category seriously. “The most progressive run specialty retailers are taking advantage of the bracing and support category but focus on an assortment based on their customers injuries,” says Cleveland. “Vendors and retailers can work together to offer workshops to consumers because there are differences in the quality of materials, in the technology behind a brace and how the product works,” says Wong. “The interest in sports medicine has increased significantly since last fall. We are working closely with many retailers that haven’t historically had a focus on sports med, but now they are creating the category for the first time. We have started a very important trend and shown retailers that they can sell these items in their stores,” says KT Tape’s

Jim Jenson. “Running retailers with POS support for the category will far outperform locations that don’t offer these products.” Zelasko adds, “Retailers have an opportunity to convince their customers that they have an actual level of expertise in what provides immediate relief and long term healing for the most prevalent injuries. If a consumer feels they can talk to the store personnel the same way they can talk to a pharmacist the consumer will come back to the store more often. The opportunity is large but the percentage of retailers taking advantage of the category is still low. The thought process has to be a little broader and strategic. Profit-wise I may not be getting the same amount but what I’m gaining is an ability to present a new service level, a new way to differentiate the store and new way



Cramer Sports Medicine ESS reflective calf sleeve, MSRP $29.99

to bring that customer in more often and broaden what that consumer is buying. Then the category can really pay off.” Across the retail marketplace there is room for improvement. “There is such a large variety of sports medicine products. That can be overwhelming to a storeowner. Educating them about the most common injuries can help the stores decide best products to carry,” says Stephens. Richter agrees, “Retailers are so focused on shoes, apparel and equipment like watches and fitness trackers. They are great at selling those products but the sports medicine category may be intimidating. There’s a huge opportunity given the traffic and expertise the stores offer. Running stores can provide solutions for the runner who comes in talking about being sore or slightly injured.” n

© 2015 Formula4media LLC.

The next generation of support has arrived

Flat Knit, an advanced horizontal knitting technique, allows for customized stitching to achieve 3D shaping of the fabric, providing optimum fit. Contours to your knee, calf, or ankle area, providing optimum support. Allows full range of motion while maintaining high level of support.

Knee Support

Ankle Support Calf Support Contact your rep for more information! [email protected] (800) 779-3372 pro-tecathletics.com

RETAIL TIPS

Sports Med (continued) Selling & Merchandising:

Sports Medicine Jim Jenson, KT Tape

“Education is the key. Our point of sale elements are all about customer education.” Laura Cleveland, Zamst

“Zamst offers our retailers a full interactive digital marketing strategy that starts with our Zamst iPad App that we have now extended to iPhone App. Zamst is the first in this category to ever release an app to educate and help the consumer and we this the most beneficial way to sell our product.” Mary Horwath, McDavid

Medi-Dyne’s Pain Free Zone offers self-treatment options for the most prevalent running injuries.

“Training sales associates to ask questions about a runner’s training and physical concerns can be a huge opportunity to cross sell a sports medicine item. Reinforcing that wearing a sleeve, support or brace is not a sign of weakness or only for those less fit, but rather an essential piece of equipment that can aid and enhance every runner’s goals.”

Terri Zelasko, Medi-Dyne

“Medi-Dyne just launched a program that offers two different options to create a freestanding display “Pain Free Zone.” People can learn about their injury and most appropriate products for immediate relief and products for long-term healing.” Jason Richter, Shock Doctor

“The Shock Doctor RE+ Collection is a complete collection of performance improving, wellness and recovery products that improve and maintain active people’s lives. The Shock Doctor RE+ Collection is branded and packaged specifically for the specialty Run, Cycle and Outdoor markets. The Shock Doctor RE+ Collection will not be available in any big box sporting goods store. We give the retailers full information about the products and the protection level they provide.”

Hydration Matters Kick off Spring with a Nathan Hydration launch event

IS yOUR NAThAN PRO REAdy?

LEARN MORE

RUN STRONGER. RUN LONGER. nathansports.com

16

runninginsight.com



© 2015 Formula4media LLC.

170XT

Knee Brace 1.0

LA POINTIQUE INT’L LTD. 1-800-979-1932 [email protected]

110XT

Ankle Support 1.0

270Z

Calf Compression Sleeve

272Z

Leg Compression Sleeve

292Z

Leg Support Compression Tights

www.LP-support.com is a registered trademark of LA POINTIQUE INT'L LTD.

Getting a Return

By Daniel P. Smith

N “It’s not about one person’s purchases, but about all those they influence and how those numbers multiply.” CHRIS LAMPEN-CROWELL GAZELLE SPORTS

18

runninginsight.com

o one needs to convince Chris Lampen-Crowell of the importance of repeat customers. As Lampen-Crowell’s Michigan-based Gazelle Sports celebrates its 30th anniversary in 2015, a year that will include the opening of a fourth retail outlet in June, he knows his operation wouldn’t have reached its three-decades milestone if not for earning plenty of repeat business over the years. “Financially, the repeat customers are so important because you generally spend the most to

6 Ways Running Retailers Are Driving Repeat Business

get them in the door and their return validates that investment,” Lampen-Crowell says. Even more, he adds, frequent customers are generally more apt to share their experiences with others and power word-ofmouth buzz. “It’s not just about one person’s purchases, but about all those they influence and how those numbers multiply,” Lampen-Crowell says. In the running store business, however, a customer’s return visit is no sure thing, as a recent Leisure Trends survey found that half of consumers who purchased their first pair of shoes from a running store later



purchased their second pair online. “It’s all about convenience and people don’t need the running store experience every 3-6 months,” says Lori Shannon, founder of the three-store See Jane Run enterprise in California. “They still like the running store, but taking time out to visit the store can become a luxury.” Yet, retailers cannot simply toss up their hands in frustration, particularly given the expense and efforts required to land new customers. The repeat customer is valuable, necessary and worth attention. Here are six strategies retailers are employing to earn that business: Promising and providing ease and convenience While Shannon believes customer service is still the most important sales-driving element, particularly for generating repeat business, she says today’s customer service is different than it was when see opened her first See Jane Run shop 15 years ago. “Today, it’s about much more than shoe knowledge,” she says. It’s about getting the customer satisfied quickly and conveniently; offering solutions and a level of service that online channels, in particular, cannot replicate; and matching the broader retail world with elements such as free shipping, forgiving return policies and parking reimbursement. “This is what today’s customers are accustomed to,” Shannon says, “and running stores need to get on board with this if they

© 2015 Formula4media LLC.

HOK AONEONE.COM MIKE WARDIAN – ELITE ENDUR ANCE RUNNER

BOND

THIS IS NOT A SHOE.

I 4

THIS IS AN INVITATION. TO GO

LONG. TO GO FOR THE MILE REPEATS. TO GO FOR THE RECOVERY DAYS. TO GO STRIDE IT OUT. TO GO IT ALONE. TO GO WITH THE FRIENDS WHO DEMAND AS MUCH OUT OF EACH MILE AS YOU DO. TO GO BECAUSE THERE ISN’T ANYBODY WHO CAN TAKE IT AWAY FROM YOU WHEN YOU’RE DONE. TO GO BECAUSE YOU CAN. DESIGNED LIGHT, STABLE AND WITH SUPERIOR CUSHIONING, THE BONDI 4 INVITES YOU TO GO FURTHER THAN YOU DID YESTERDAY. TO GET FASTER FOR TOMORROW. LET’S GO.

Driving Repeat Business (continued)

Gazelle Sports is celebrating its 30th anniversary this year.

want customers to come back.” King beyond footwear While the running store business is built around the “sit and fit,” running retailers need to construct an experience beyond footwear, says Parker Karnan, founder of the outdoor retailing consultancy Karnan Associates. During the fit process, smart shops plant seeds about apparel, accessories and nutrition, specifically in the context of the runner’s goals. An associate might ask the marathon rookie, for instance, if he’s tried energy gels yet or mention that chafing, so common during long-distance runs, can be easily solved with a product like Body Glide. “It’s about bringing up possibilities and solutions, including to problems customers don’t even know they have yet,” Karnan says. “This helps create an authentic experience and needs to be a part of a store’s sales DNA.”

20

runninginsight.com

Targeted marketing To attract repeat customers, Karnan urges retailers to segment their marketing around customers’ individual behaviors. For instance, Karnan cites one brick-and-mortar independent that, having an old and new model of a certain shoe in stock, sent an e-mail to customers who had previously purchased the shoe. Touting the great features of the new model, the store also mentioned it had limited quantities of the older model. The store offered customers an opportunity to compare and a discount for those who purchased two pairs. From bounce-back deals on bras to female customers who recently purchased shoes, but not a bra, to e-mail check-ins with customers after 30 days to see how shoes are working, Karnan says segmented marketing is retail’s present and future. “Big data isn’t just for big business,” says Karnan, who also serves as executive director

of the Independent Running Retailers Association. Promoting a loyalty program A loyalty program is one of the most proven ways to earn repeat business in the retail environment, which, according to a study by Forrester Research, is the industry most likely to inspire loyalty. Though a seemingly simple solution, it’s one many running stores have not yet instituted. Gazelle’s loyalty program, My Gazelle, has more than 14,000 customers and includes special touches, such as exclusive sales for members and access to VIP events. “Loyalty programs for running retailers can be invaluable, especially if you reach out and promote them on an ongoing basis,” LampenCrowell says. “But you need to have clear objectives, reach out to customers often and help them feel special.”



Special events, no-strings attached On Black Friday 2014, See Jane Run hosted its second annual Black Friday Run, a free event at its three stores that included complimentary coffee, bagels, fruit, mimosas and “even a Black Friday deal or two.” Such free, fun-loving events have since become a more coordinated effort at See Jane Run, where Shannon and her crew aim to host one event every 45 days. These events favor odd days and times, involve vendors and champion clever themes, such as the recent Holiday Hangover run on Dec. 26, which offered a free t-shirt or SmartWool socks to the first 200 attendees. “We’re realizing these are big things for us and are helping us build deeper connections with customers, so many of whom have spending fatigue on races,” Shannon says. A responsible community member Adhering to the philosohy that consumers want to feel good about the retailers they visit, Gazelle Sports trumpets its status as a certified Benefit Corporation, a credential that spotlights Gazelle’s adherence to mindful social and environmental performance. LampenCrowell says the B Corp designation is far more than a marketing strategy; it is, he assures, a business strategy that drives the bottom and top lines and inspires customer retention. “This is about relationships and relationships matter in our business,” Lampen-Crowell says. “When you show you care, people respond favorably to that.” n

© 2015 Formula4media LLC.

Former Duathlete Launches New Shoe Brand Seven Dynamics (7D) Footwear Offers Laceless Performance Styles.

7D Transition T1

7D Transition T3

7D Transition T2

22

runninginsight.com

G

eorge Pierce, a former world class duathlon champion, who suffered a career threatening car-bike accident, is launching Seven Dynamics (7D) a new shoe brand, based on his experience as an athlete. Pierce, 54, who has an MBA and two previous ventures in the shoe business, developed a laceless shoe because he was looking to save time in the bike-to-run transition phase of his races. “I wanted something that could save me time, but also perform at a high level,” Pierce told Running Insight. He has been working on the shoes for several years and after refining the production process in Korea, he says he will soon be in a position to show the shoes to retailers and fulfilling small orders from his website. The shoes are designed around what Pierce describes as a “canopy-wrap and our corresponding Crossfire latch system.” He claims the system facilitates the fast entering and securing of an athlete’s foot into a “run ready” environment, with no tying laces or tongue to deal with. The brand’s signature design, the Transition T1 has a 7mm meter drop which Pierce says supports a performance gait. “We believe that too little drop can exasperate Achilles tendon injuries.” The last of the shoe includes slight toe rise to facilitate “toe-engagement, which Pierce says “engages the runner’s arch and activates the leg.” The shoe’s Canopy Wrap avoids creating hotspots on the top of the foot by removing the tongue, and secures the foot with our CrossFire latch mechanism on the side. The shoe also has a wider toe box than standard designs so the runner’s foot can fully pronate upon full force in stride. Although the shoes were created for multi-sport athletes, Pierce says he’s already receiving interest from Special Olympics athletes and casual users who are interested in shoes that come on and off easily. For more information, visit www.sevendynamics.com. n



© 2015 Formula4media LLC.

THE NEW A400. WE JUST REINVENTED THE TECHNOLOGY WE INVENTED. Introducing the most advanced sports compression wear on the planet. Nothing else is proven to make you train harder, perform longer and recover faster. Nothing else is better at making you better. You’re welcome. [email protected] 1-800-99-SKINS Customer Service: 760-203-3630

New EVP at New Balance Has Roots in Running he new executive vice president of North America at New Balance is a Canadian ZLWKDVWURQJDIÀQLW\IRUWKHUXQ VSHFLDOW\EXVLQHVVZKRVWDUWHG his career working as a sales associate in a sporting goods store. Jon Ram, who started at New %DODQFH\HDUV\HDUVDJRKDV KHOGDYDULHW\RISRVLWLRQVDWWKH FRPSDQ\LQFOXGLQJ*0UROHVLQ &DQDGDDQGIRUWKH(0($PDUNHWV(XURSH0LGGOH(DVWDQG $IULFD EHIRUHWDNLQJKLVQHZ position overseeing the United States and Canada. Ram takes over that role from Chris Quinn, a packaged goods executive, who left New Balance LQ-DQXDU\WREHFRPH&(2RI DWR\FRPSDQ\LQ2KLR5DP·V EDFNJURXQGLVYHU\GLIIHUHQW from that of his predecessor. Quinn, who is credited with revamping the New Balance sales RUJDQL]DWLRQEXLOWKLVFDUHHUVHOOLQJ)ROJHUVFRIIHH0DUV&DQG\ DQG&ORUR[EOHDFK5DPKDVEHHQ selling shoes and sporting goods VLQFHKHVWDUWHGKLVEXVLQHVV FDUHHU´,FXWP\WHHWKDW0XUUD\·VLQ0RQWUHDODQG,OHDUQHG WRFDUU\WKUHHER[HVXSWKHVWDLUV IURPWKHVWRFNURRPWRHYHU\

T

Jon Ram, executive vice president, North America, New Balance

“We’ve tried to develop an organization with people who are channel experts.” JON RAM, NEW BALANCE

customer,” ram told Running Insight. “There are experiences in retail that are universal across all channels and all countries.” Ram, 47, comes to his new role at a time when the retail market LVFKDQJLQJGUDPDWLFDOO\$QG DVWKH(93RIDEUDQGWKDWVHOOV DFURVVPDQ\FKDQQHOVKH·VJRW ERWKDULQJVLGHVHDWDQGDPDMRU stake in the developments. ´5HWDLOKDVEHFRPHPRUH specialized and at New BalDQFHZH·YHWULHGWRGHYHORSDQ organization with people who are FKDQQHOH[SHUWVµ5DPVD\V ,QUXQQLQJVSHFLDOW\WKDW PHDQV'DYH6KHOERXUQHDQG .HYLQ$GDPV%XW5DPVD\V it extends to the sales force as ZHOO1HZ%DODQFHKDVUHSV LQWKH86DQGLQ&DQDGD across all channels of retail. In addition, New Balance now has ´7UDFNVWHUVµZKRVXSSRUWWKH reps and develop relationships with running accounts. While New Balance has grown to worldwide sales of $3 ELOOLRQDQQXDOO\5DPLVDZDUH WKDWDVDIDPLO\RZQHGEXVLQHVVUHWDLOHUVHVSHFLDOO\WKH smaller independents, expect FRPSDQ\SHUVRQQHOWROLVWHQWR ZKDWWKH\·UHVD\LQJ´5HWDLOLV

G\QDPLFLW·VFKDQJLQJVRIDVW DQGZHQHHGWRVWD\FXUUHQWZLWK all that. To us the relationship ZLWKWKHVHVWRUHVUHDOO\GRHVPDWter and providing access to store execs and owners is essential.” ,Q-DQXDU\ZKHQ5DPWRRN over his new post, three of the ÀUVWSKRQHFDOOVKHPDGHZHUH WRUXQVSHFLDOW\VWRUHRZQHUVLQ &DQDGD5RE5HLGRI)URQWUXQners, Peter Butler of Forerunners DQG3KLO0RRUHRI/DG\6SRUW ´:LWKUXQVSHFLDOW\,EHOLHYH that understanding and admiraWLRQIRUWKHFKDQQHOUHDOO\JR KDQGLQKDQGµ5DPVD\V´5XQ store owners engage with the FXVWRPHULQDZD\LQZKLFKWKH H[SHULHQFHLVUHDOO\VSHFLDO7KH\ have true entrepreneurial spirit DQGSD\JUHDWDWWHQWLRQWRGHWDLOµ 5DPUHFHQWO\VSHQWDZHHNRQ WKHURDGYLVLWLQJNH\UXQVSHFLDOW\DFFRXQWVDQGKDYLQJFDQGLG FRQYHUVDWLRQVKHVD\V´RQKRZ ZHDVDEUDQGFRXOGFRQWLQXH WRJURZRXUEXVLQHVVZLWKLQWKH channel as well as opportunities that we could seize to make improvements. The knowledge and FRPPLWPHQWRIWKH56$·VDOVR LPSUHVVHGPH7KH\ZHUHNQRZOHGJHDEOHFRQÀGHQWDQGIULHQGO\ It was an excellent week.” Q

THE SOF SOLE® FIT SERIES IS TAILORED TO YOUR SPECIFIC ARCH HEIGHT AND CUSHION TYPE, TO COMPLEMENT NATURAL RANGE OF MOTION AND MAXIMIZE PERFORMANCE. www.sofsole.com/FIT

24

runninginsight.com

© 2015 Formula4media LLC.

MEASURE WHATEVER MOVES YOU.

The TICKR family of wearables was designed with your workouts in mind. All TICKRs measure your core data – heartrate and calorie burn. The TICKR Run adds running form analysis and captures your treadmill workouts, while the TICKR X also has built-in memory and can count reps. Whether you are working off a big meal or working towards a new personal best, Wahoo has a TICKR to help you meet your training goals.

wahoofitness.com/RI

Running Shorts

Andy Potts

NATHAN extends contracts with Triathletes NATHAN Sports has extended partnerships with four of the brand’s top-tier triathletes – Andy Potts, Cam Dye, Matty Reed, and Max Fennell – through 2015. Olympian and world champion triathlete Andy Potts has partnered with NATHAN for the past three seasons and has helped develop several award winning products, including his signature aerobar hydration system, the AP Pro. In addition to his wide range of accomplishments, in 2014 Potts most recently finished first in the Ironman Coeur d’Alene, fourth in the Ironman World Championships in Kona and received his sixth victory at Escape from Alcatraz. During the upcoming season, Potts will undertake thirteen races, including nine Ironman races, containing the

26

runninginsight.com

Ironman World Championship and Escape from Alcatraz. Brent Hollowell, VP of marketing for NATHAN, said the athletes will play key roles in developing product. “We’re lucky to have Andy, Cam, Matty and Max working extensively with our product teams to design, develop and provide invaluable feedback on the latest in hydration, visibility and performance gear. We’re excited to see what 2015 holds for these guys and wish them the best of luck in their upcoming races.” NATHAN Rolls out Spring Hydration Promo In addition to the signing of the athletes, Nathan will be rolling out a major spring Hydration promotion “We Run On Water,” which will launch on March 20, 2015. The campaign is a follow up to the brand’s 2014 promotion, Fire Up Your Run and H20

Pro with run specialty retailers across the country. The company says the results were astounding, growing NATHAN’s business, as well as the overall hydration category. Stores that participated in the program moved, on average, from 2 percent to over 8 percent with many stores reporting 10 percent or higher conversion rates. NATHAN is tackling this year’s promotions with what company execs say is a “more evolved, more holistic approach to in-store education and integration of running accessory gear.” For starters, the We Run on Water and Fire Up Your Run campaigns will now fall under the larger “NATHAN School of Run” program. The name of the running accessories leaders in stores (formerly H20 PROS and Firestarters) will now be known as NATHAN PROs in an effort to create increased engagement throughout the year across all categories of what NATHAN terms “essentials.” NATHAN will provide the Pros and their stores with new tools that focus on all categories: Hydration, Visibility, and Gear. Participating stores receive a Spring Demo Kit (including product samples, in-store POP displays, stickers, t-shirts, tips and games) full of hydration products that PROs can use for in-store demonstrations, product fittings (belts, handhelds and vests), fun runs and other store-organized events. In addition, NATHAN provides social media and online resources that can be used on the stores website and social channels. While the PROs lead



the charge, the Store owners and operators will be involved at a higher level, NATHAN says. The NATHAN PRO is the in-store driver for the NATHAN School of Run. Through this program, the PRO will take a recertification quiz, and upon passing, receive educational tools, the updated Demo Kit, NATHAN PRO items, and become immediately eligible for an updated incentive program. Finally, the top performing PROs can win in-store parties, NATHAN BUX that can be used purchase NATHAN products, and also become eligible for a grand prize of competing with the NATHAN Team and other PROs from around the country in the popular Ragnar Race Series.

CW-X Signs Elite Runner Carlos Trujillo CW-X has added elite runner, Carlos Trujillo to Team CW-X. Trujillo, 29, from Boulder was a PAC-10 10,000m champion and a three-time All-American during his stint as an NCAA athlete at the University of Oregon in Eugene, also known as “Track Town USA.” Trujillo is among the elite marathon runners in the

© 2015 Formula4media LLC.

RUN AWAY WITH ME. ©2015 New Balance Shoe, Inc.

LET’S MAKE EXCELLENT HAPPEN.

N7010-842-1 NBx® No Show Socks • Powered by moisture management • Seamless toe for comfort • Anatomical left/right fit • Minimal cushioning for second skin feel • Mesh panels for increased breathability • Stability fit arch support for a snug fit

newbalance.com/socks 855.655.8136 For information about New Balance Socks

Bridgedale WoolFusion Trekker sock

Running Shorts (continued) 86KDOIPDUDWKRQDQG LQWKH&KLFDJR0DUDthon), represented the U.S. in WKH:RUOG7UDFNDQG)LHOG Championships marathon in 0RVFRZDQGKDVDOUHDG\TXDOLÀHGIRUWKH862O\PSLF Trials. 7UXMLOORMRLQVRWKHU7HDP &:;PHPEHUVIURPDYDULHW\ of endurance sports, including 7UDYLV0DF\ZLQQHURIWKH /HDGYLOOH/DXUD3HUU\&DQDGLDQPLOHUHFRUGKROGHU 6DPDQWKD*DVKRQHRIWKH ZRUOG·VWRSXOWUDPDUDWKRQHUV and top ranked Spartan Racer Chris Rutz, among others. Mizuno Expands Partnership with Back on My Feet 0L]XQRZLOOEHWKHRIÀFLDO national running shoe provider IRUWKHQRQSURÀWRUJDQL]DWLRQ

%DFNRQ0\)HHWZKLFKIRFXVHV on empowering individuals H[SHULHQFLQJKRPHOHVVQHVVE\ utilizing running as a means to WHDFKDFFRXQWDELOLW\DQGEXLOG VHOIFRQÀGHQFH0L]XQRZLOO give a new pair of running shoes WRHYHU\QHZ%DFNRQ0\)HHW PHPEHUDVWKH\UXQWRZDUGVLQGHSHQGHQFHDQGVHOIVXIÀFLHQF\ %DFNRQ0\)HHWRSHUDWHVLQ cities across the U.S. Bridgedale Takes Control of NA Distribution; Appoints Colin Sanders as Brand President NA 6RFNDQGDFFHVVRU\EUDQG %ULGJHGDOHLVEULQJLQJ1RUWK $PHULFDQGLVWULEXWLRQLQKRXVH HQDEOLQJGLUHFWLQYHVWPHQWLQWR the US and Canadian markets, to drive future growth within the outdoor, ski, trail and running sectors.

*ADDITIONAL CONDITIONS MAY APPLY. CALL FOR DETAILS

TRI BLEND TEES AS LOW AS $3.16*

28

runninginsight.com

KDQGOHGE\%ULGJHGDOH1RUWK America.

7KHÀUVWVWHSZDVWKHDSpointment of Colin Sanders as Brand President North America. Sanders worked with %ULGJHGDOH·VIRUPHUGLVWULEXtor, Terramar Inc as Bridgedale Brand Director, and prior to that DV6DOHVDQG0DUNHWLQJ'LUHFWRU ZLWK/RUSHQ7HFKQLFDO6RFNV This move follows two EXR\DQW\HDUVRIVDOHVJURZWK XQGHUGLVWULEXWRU7HUUDPDU Inc. Bridgedale North America is setting up a new sales and DGPLQLVWUDWLYHRIÀFHLQ7RURQWR RSHUDWLRQDOIURP$SULO ZKHUH6DQGHUVZLOOEHMRLQHGE\ Anna Nikolaus, Paula Stevens and Bill Wetheral. For the immediate future, warehousing will remain in North Carolina and will handle shipping to USA and Canadian customers. 'XWLHVDQGEURNHUDJHZLOOEH

Max Fennell Joins Forces with Rudy Project 5XG\3URMHFWPDQXIDFWXUers of high-tech sunglasses and KHOPHWVLVSDUWQHULQJZLWK0D[ Fennell, who is pioneering his ZD\DVWKHRQO\FXUUHQW$IULFDQ American pro triathlete. ´,ÀUVWJRWLQWURGXFHGWR 5XG\3URMHFWZKHQ,KDGMXVW started racing triathlons, which UHDOO\ZDVQ·WDOOWKDWORQJDJRµ VDLG)HQQHOO7KH\HDUROG Philadelphian was pursuing his GUHDPRIEHFRPLQJDSURIHVVLRQDOVRFFHUSOD\HUZKHQD FDVXDOSLFNXSJDPHLQ OHGWRDVSUDLQHG0&/´,ZDV working in a coffee shop at the time, and one of our regulars who did triathlons saw me limping around and asked what I was going to do. After talking with him for a while, he conYLQFHGPHWRWU\LWRXW,VDLG DOULJKW,·OOWU\MXVWGRLQJRQHµ 7KUHH\HDUVODWHUZLWKDSUR FDUGLQKDQG0D[GLVFRYHUHG WKDWKHZDVWKHRQO\FXUUHQW$Irican American pro triathlete. +HVD\VKHLVGULYHQWRPDNHD change in the triathlon commuQLW\%\ZRUNLQJZLWKWKH%ODFN 7ULDWKOHWH$VVRFLDWLRQ0D[ aims to introduce triathlon to more minorities. Q

The new MBT® is making fast strides with new products and fresh designs all built on our unique, patented construction. MBT® USA, is looking for Independent Sales Representatives in several regions. Prior experience in athletic footwear or apparel specialty retail distribution desired, for these positions. If you are looking for an exciting new challenge to leverage your experience, interests and partnerships please send your resume to [email protected]. 888 464 3824 | www. A4 .com

© 2015 Formula4media LLC.

Are you the circle or the square? Technology is evolving faster than at any time in history and rapidly changing the way consumers shop. Is your business keeping up with this challenge and capitalizing on the exciting opportunities it presents? Aetrex’s 2015 iStep hardware and software platforms are by far the most advanced in-store technology programs available for footwear retailers. By integrating wireless digital foot scanning, cloud computing and interactive “app” based software, iStep delivers increased sales and an authentic hi-tech shopping experience for your customers. Visit aetrex.com or call 800-526-2739 for more information. Ask about our new 4-Free Rental Programs.

June 29 - July 1, 2015 Navy Pier & W Chicago Lakeshore Join us in Chicago for the business-to-business conference and trade show designed to focus retailers and brands on the most powerful consumer in the market place.

Conference Presentations

Networking

Trade Show

Scheduled to Appear at the 2015 Event Unconventional Strategies and Tactics for Today’s Business Climate

Capture the Mindshare and the Market Share will Follow

Erika Napoletano, is a branding expert who happens to be an ACE and NASM-certified personal trainer and group fitness instructor.

Libby Gill shares techniques from her latest book. Every participant will receive immediately applicable takeaways to: • Identify the authentic value that makes you stand out. • Powerfully articulate your unique value proposition. • Master the art of emotional connection to create deep and lasting customer relationships.

She is the founder of unstuck.LIFE, a destination for restless brands and the people brave enough to lead them. And if you’ve ever felt stuck, well, Erika’s the one you call to get unstuck and over all the annoying things that keep you and your business from being awesome. Erika is also the award-winning, twice-published author,

Erika Napoletano

Libby is the former head of communications for Sony, Universal, and Turner Broadcasting. Libby Gill

She is now CEO of her own consulting firm where clients include AMC Networks, Disney-ABC, GoDaddy,

including “The Power of Unpopular.”

Intel, Kellogg’s, Microsoft, PayPal, Royal Caribbean Cruise Lines, Safeway, Wells Fargo, and many more.

The Running & Fitness Event For Women is proud to host... IRRA Apparel Summit

She Runs Retail Summer Meeting

Running The Next Generation

Presented by

Presented by

Presented by

For exhibitor and sponsor information, contact Beth Gordon, VP and Show Director: 949-293-1378, [email protected] For retail information, contact Mark Sullivan: 646-319-7878, [email protected] Updates on 2015 speakers and trade show happenings: therunningandfitnesseventforwomen.com