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How a running store helped change a town

December 30, 2009 My new year's goal last year, in 2009, was to become a runner.  I, along with thousands of other people across the country, made this same resolution.  I knew I'd never run on my own - I couldn't make it down a block without stopping - so I needed a group or a coach to teach me, but I wasn't sure where to find one.

Wandering through Whole Foods one afternoon, a week after the New Year began, I passed by a table where they were registering people for a twelve-week 5K program.  I whipped out my credit card and $100 dollars later I was signed up.  For the next twelve Saturday mornings and Tuesday evenings, I would be running along side 200+ of my newest friends.  Our coach was an enthusiastic triathlete named Stacie; a former collegiate track and field star who motivated us to run sprints on Tuesday night in freezing cold temperatures; who made running through ice and rain fun, and who made us believe we could each accomplish this goal.  As the days grew longer and the temperatures grew warmer, I signed up for the next training program: a 10K.  Then a sprint triathlon training program.  And then the half marathon training program.  It wasn't so much that I loved running (ok, I do enjoy it), but the camaraderie of fellow runners and the motivation Stacie brought to the training. 

I also discovered that I needed better running shoes, ones that were lighter weight.  I also needed clothes that wicked, socks that absorbed shock, shoe inserts that helped with support, and shorts that didn't hug too tight.  Every time I walked into the store I bought something. After my first training program, my husband walked into the store and walked out $230 dollars lighter, hugging a new box of shoes under his arm.  I raved to my neighbors about the training program, and they commented on my dwindling waist line.  I encouraged people I barely knew to swing by the store to say hello and buy stuff.  I got neighbors to sign up for a training program.  I became an evangelist for this store: Fleet Feet of Winston-Salem.

The owners, Emily and Keith Davis, left their careers at BB&T and Sara Lee to open this store in March 2006.  I quickly discovered they're savvy business owners.  Running races and attempting triathlons are intimidating activities for beginners, and the chances for success are slim unless people are motivated.  If they're motivated, they will need merchandise.  Combine that with an enthusiastic coach, fashion shows to help us figure out what to wear during the events, and like-minded people to form friendships with, and we'll spend money...lots of it. Emily and Keith understood this, and they hired the perfect person to help bring it all together:  Stacie.  They also hired a friendly, knowledgeable staff to work in the store; people who are part of the community and will speak to you in grocery stores when they see you.  I found excuses to go into this running store just to say hello; it's that welcoming.

Stacie started a Fleet Feet Winston-Salem Facebook page and I joined.  I was sent $25 dollar vouchers via email for spending money in the store.  I got my fitness tips via their website; motivations and updates in my work inbox; a suggested diet program online; and my questions answered when I sent a comment.  It wasn't just a store, it became a community to me.  Each training program became more and more successful and they now have a waiting list for their next 5K program in January 2010 (A waiting list! To learn to run!)  Folks driving down Reynolda Road on Saturday mornings see people of all ages and sizes stretching in the parking lot.  In the evenings, on any given night, runners congregate to train together.  I watched over the past year as a community of athletes unfolded, and the store became more than just a place to buy shoes.  Emily, Keith and Stacie didn't keep all this business to themselves; they partnered with local bike stores, a yoga fitness studio, the YWCA and others.  I rejoined the YWCA after quitting it once before, all because of them. I noticed a healthier town emerged.

I moved to Denver, Colorado two months ago and my husband now needs a new pair of running shoes.  If Fleet Feet of Winston-Salem had an e-commerce website, they'd have our business regardless of where we lived. I have combed all the area running stores, looked for running communities to join, and mentally resigned myself to live without my Saturday / Tuesday motivation and Stacie telling me not to give up during the torturous sprints and hill repeats. But I credit this store and their employees with making me a runner.  And I've told at least 25 people about it in person and hundreds of people online.  Why?  Because to a consumer, it's all about "me" and they provided that inspiration.  They made it all about "my" fitness; every single one of us.   They got it.

How are you hitting your target market?

Posted by Suze Bragg on December 30, 2009 | Comments (13)