Bob Wallace was the inspiration of this article written in 2008. Bob sold his stores in 2012 and was enjoying his retirement in Colorado Springs when he learned he had brain cancer in 2019. He passed away in his home on July 21st. He was a friend and colleague to many, and he will be missed. He was a lovable grouch whose gruff persona was overmatched by his generous spirit. Over the last decade Bob’s vision of approachable running stores has become a model for successful growth across the country. Thank you, Bob, for pioneering your vision so others could follow.
At the first ever Running Event held in New York City, Bob Wallace, owner of RunOn! in Dallas, addressed the audience and challenged the group with a million-dollar question. He commented, and I paraphrase, “Every specialty store owner has a woman who drives by their store every day. She is 30 pounds overweight, out of shape, unhappy about it, and wants to change, but she has no idea that we are here to help her. She doesn’t even consider walking in our door. How do we appeal to her?”
Most specialty stores I have visited over the years were founded on the “for Runners by Runners” approach. Most owners have a running background and originally set up their businesses to appeal to like-minded people. As a result their customer base primarily consists of those people who consider themselves runners. The NSGA reports that 20.6 million people in the US identify themselves as runners--less than 9% of the adult population. Over time, most savvy owners have recognized the need to reach a broader audience. They recognize that many people who exercise don’t consider themselves runners and as a result, stores have been positioning themselves through educational seminars, clinics, diva nights, beginning running groups, and other marketing tactics to attract a broader clientele. But does marketing that you are approachable make you approachable? It is the difference between talking the talk and walking the walk.
What prompted me to write this article was a trip I recently took to a shopping destination in the southeast. As I window shopped the retailers on the main strip, I passed by a local specialty running store. The sign in the window made me stop in my tracks. “Help Wanted, Experienced Runners Only”. An approachable staff mirrors the customers it desires to attract. Running experience is a plus but certainly not a mandatory requirement unless a store wishes to confine its customer base to 9% of the adult population. I realize that my comments will rub some readers the wrong way and will be dismissed because in many minds store authenticity is established by having a team that models the running lifestyle. My contrarian position comes from a core belief that at specialty, the aspirational philosophy of establishing authenticity should give way to the approachable philosophy. The aspirational philosophy implies that customers aspire to adopt the attitudes and lifestyles the store presents. The approachable philosophy takes the customer where they are and offers customized solutions suitable for the individual. Aspirational branding works for electronic or automobile companies because it doesn’t matter what you look like to be a part of the brand. However, much of the country believes that in order to step into a running store, you must be fit. Have you ever delayed your annual doctor visit so that you could lose a few pounds first? Well, double that for someone who is out of shape and considers walking into a running store for the first time. Although effective for certain brands, the aspirational philosophy can polarize because it has the potential create an ‘us versus them’ mentality and intimidates those who feel they haven’t arrived (most of us).
Intimidation is perhaps the biggest foe of specialty retail shops. It starts with the name of the store. Most have the words run, runner, or running in the store name; others imply quickness by using words like speed, pace, or fleet. The woman that drives by your store every day may never want to run and has no desire to go fast, but you want to help her, and you know you can. I do not recommend that you change the name of your store. I do recommend that you take a hard look at the way you present yourself. Look at your staff. Are they diverse? Look at the products you offer. Do they cover a broad range of athletic abilities and body types? Look at your fitting benches and dressing rooms. Are they comfortable for all ages and allow for modesty? Look at your store posters, art, and décor. Do they feature health and community, or do they feature Prefontaine and ‘the lonely runner’ brand campaigns? Specialty running shops throughout the country have steadily grown over the years and have helped millions of people get the advice, service, and products they needed, but there are so many others out there who don’t know you exist. They drive right by without a consideration that you might be right for them. By taking a hard look at your business and assessing your approachability, you can open a whole new world of customers and find your own answer to the million-dollar question.