But while pricing is among the topics on everyone’s minds these days, Chip Hansen from Mitten Running Co. sums it up this way: “We have not been faced with too many questions on prices. For the most part, our customer base understands and is willing to get into the correct running shoe that has been selected for them at whatever the cost may be.” Which is exactly why runners shop run specialty. Don’t just take my word for it, or the words of retailers, take the words of consumers — we got their opinions, too. (Read more of what is on retailers’ minds in our Shop Talk feature in this issue).

As part of our Trend Insight survey in this issue, we asked consumers to name their favorite thing about shopping in a local run specialty store. Some responses included… “I recognize that the money I spend is staying within my community. I know the people there well, and I want to support local business.” “Having an associate that knows me and my shoe preferences, and getting properly fitted every time.” “It is very close to me, and I like that staff. I have gotten to know them, and they are knowledgeable about running. They are doing it more for the passion than for the profit.” “I’m a member of their running club and I know almost all the employees and they know me by name so it’s familiar to go there. It’s personal.”

Do consumers wish a few things were done differently even at their favorite stores? Of course. So, we asked, if they could change one thing at their favorite running store, what would it be? (Spoiler alert. You might have heard it before). More apparel styles. Larger selection of shoes. Price-match. Better sock selection. Better return policy. Better loyalty program. Better discounts. And of course, always have my size in stock. But my favorite comment… “Nothing, I love what they do.” And that’s what puts the word special in run specialty.

This issue also includes an article spotlighting three trends to watch in 2025 in design and material innovation: Climate, Circularity and Customization. We know that a brand’s sustainability commitment is a box that should be checked — our consumer survey showed that 81% would be more likely to shop at a run specialty or shoe store with a “take back” program that recycles running shoes.

Another subject we addressed with consumers in this issue’s survey is loyalty programs. While only 44% of running consumers said they are a member of a store’s loyalty program, we asked them what benefits would make joining worthwhile? If you haven’t set up a loyalty program or even if you do have one, turn to page 50 to see what benefits you might want to consider highlighting in your program. Such as: “It allows me to get ‘free’ swag after so many points which isn’t much in the grand scheme of things, but it is nice to feel like you matter.” It’s not just business. And I’m guessing you don’t need me to prompt you for the next line…