Become the heart of your running community and leave the big retailers behind.

After quite a bit of time off, this year I’ve rediscovered my running groove and have rekindled my obsession with training, the gear, and reeling in that runner’s high.
 

But here’s what’s been on my mind: local running stores are getting squeezed. 

According to a recent study, the first five organic results in Google searches account for 67.60% of clicks. Further, during the pandemic, 75% of US consumers tried a new shopping behavior–and we liked it. 

Online giants and big-box retailers are using both organic search and paid advertising strategies that have us all clicking ‘add to cart’ from our couches. 

That’s not how the sport wins.

So, if you own a local running store, I’ve got your game plan. You can do more than just survive; you can thrive. And I found some unlikely inspiration for that, courtesy of REI. Let’s talk strategy.

 

REI’s Winning Mindset
(And How You Can Steal It)

REI’s playing against the same giants you are, and they’re not backing down. Why? Here’s what they understand:

  • Community matters: Classes and events–they create a tribe that extends beyond the cash register.

  • Expertise reigns: They don’t sell generic, inexpensive things–they’re an authority in the outdoor space.

  • Loyalty over everything: Co-ops, conservation partnerships…their brand builds bonds deeper than discounts.

Now, translate that for your own store. Here’s the blueprint:

  • Become the heart of your running community: Organize events, and/or running groups – make your store the hangout.

  • Own your niche: You don’t have to be all things to all runners. Master trail running, gear for serious distances, whatever is your strength. I live in a small foothill community that proclaims itself “the endurance capital of the world.” What niche do you think our running stores target?

  • Staff is your secret weapon: Hire those who know and love the sport. Their passion sells better than any ad.

  • Content is king: Guides, gear breakdowns, insider training tips – make yourself the trusted resource. 

  • Partner for impact: Join forces with local running and trail groups, anything that aligns with your customer’s values.

 

Bringing it Back to the Digital Battleground

Let’s not forget the online game. A solid digital strategy is critical for competing today. Here’s the shortlist:

  • Your website better work: Invest in a user-friendly site that helps you rank in those local searches. If you’re not sure how to yourself, reach out to a digital marketing expert.

  • Optimize e-commerce: If you sell online, buying needs to be smooth and easy.

Okay, let’s leave it there for now. We’ll go into more detail in an upcoming Mile Marker.

Your partner in the run,

Rob Huff