Addressing the needs of the women’s running market takes dedicated effort from both run specialty retailers and brands. Making stronger connections with female runners today includes everything from conducting in-store women’s-only events to establishing community events such as run clubs and groups. Toni Reese of Running Lab in Brighton, MI, says these weekly runs for women “aren’t just about the miles—they’re about connection, confidence, and creating a welcoming space where women feel supported and empowered through movement.” We asked specialty run retailers to weigh in on the women’s running market today, and here’s what they had to say:                                

What Women Runners Are Looking For

“We see that women’s specific products are being showcased on social media much better, and you see a ton of influencers sharing these specific products, making things exciting and wanting to find new products all the time… We recently brought in the new magazine Runner that is a women’s print magazine dedicated entirely to women’s running… It is exciting to showcase long-form journalism that elevates women’s voices and explores the culture, history, and future of women’s running.” - Allie Cook, Runner’s Edge

“Community is at the heart of everything we do at Running Lab. We host women-focused events in the store that center on topics important to women runners: training, strength, injury prevention, mindset, and balance. We also offer three weekly run groups, including a Tuesday evening run that brings together women of all paces and experience levels. These runs aren’t just about miles—they’re about connection, confidence, and creating a welcoming space where women feel supported and empowered through movement.”- Toni Reese, Running Lab

“Women want color choices, a trusted brand, durability, and what is currently trending. Women are looking for matching sets in the undergarment silo, so we are adding those.” - Karen Roberts, Get Fit

“Proper fit in women’s performance footwear has become a central part of the buying conversation. Women runners are increasingly aware that fit directly affects comfort, confidence, and long-term durability, and they’re no longer satisfied with shoes that feel like narrower or smaller versions of men’s models.” - Tim Waz, Grounded Running

What Women Are Buying

“From our perspective, the brands that stand out in the women’s category are the ones that consistently deliver on fit, feel, and trust. These brands earn confidence not through hype, but through repeatable experiences… Brands like Asics, Brooks, and On stand out because they offer clarity in their lineups and a strong balance between performance and comfort. Women respond well to brands that respect differences in foot shape and usage without overcomplicating the buying process.”- Tim Waz, Grounded Running

“One brand that has consistently resonated with me over the years is Amphipod. June Angus, co-founder of Amphipod, is a true innovator in the run accessory space. What stands out most is that her products are built around solving real problems runners actually experience. You can tell she spends time thinking about the runner first: what they need, what frustrates them, what would make their run smoother and then she designs to meet that need.

When the brand was first imagined, June simply needed a better place to stash her car key than behind her tire. It sounds simple, but at the time no one had created a comfortable, functional belt to securely carry essentials. That kind of practical problem-solving is where real innovation begins. Another example is something every runner has experienced: putting your water bottle in the fridge before a hot summer run and still wishing it stays colder longer. Amphipod created bottles with wide enough openings to easily add ice—small detail, big impact. It gets you out the door faster and keeps your run more comfortable. That’s what I appreciate most about the brand. It’s not about flash. It’s about thoughtful design that makes running more enjoyable and accessible. And in run specialty, that kind of authenticity matters.”- Toni Reese, Running Lab

“Our leading apparel brands for women are Lululemon, Vuori, our Get Fit branded items by Sky Manufacturing, and prAna. With our younger high school runners, ChicknLegs, are flying off the racks during Cross Country and Track events.”- Karen Roberts, Get Fit

What Women Need More of from Brands

“I think brands need communication when they are doing certain events or sales on their own, so small retailers can maybe have specific sales for women’s products around certain time frames and do it at the same time!” - Allie Cook, Runner’s Edge

“We’d love to see brands continue to invest more deeply in women beyond seasonal launches and marketing moments. From a retail perspective, the biggest opportunities lie in consistency and commitment—maintaining women’s models year over year, expanding size ranges, and treating women’s performance products as core offerings rather than limited extensions. Brands can benefit from listening earlier and more often to specialty run retailers and the women we serve. Real-world feedback from the fitting floor, including what works, what doesn’t, and why, can help brands refine fit, functionality, and longevity. When brands approach the women’s market with that level of intention, the result is better product, stronger trust, and long-term growth for everyone.” - Tim Waz, Grounded Running

“Add more options in bras with non-removable pads. Our staff and customers really dislike bra pads that come out in the wash!”- Karen Roberts, Get Fit

“I wish brands would be more intentional with the details. Women notice those things. We really do… I wear a size 10.5B shoe, and I want to feel good about what I’m putting on my feet, not like I’m just getting the extended size option at the end of the run. It doesn’t have to be over the top, but small touches go a long way. A simple affirmation inside the shoe. A thoughtful message on the sock liner. Even something subtle that says, ‘You’ve got this.’ Those little things stick. And for women with larger foot sizes, and there are a lot of us, it matters that it feels intentional. Not just, ‘We added a few more sizes.’

Celebrate the women who are out there running, walking, training, leading, juggling life, and still showing up. In every size… Performance is critical. But women also want to feel seen. When brands take the time to think through those finishing details, it tells us they actually understand who we are. And that kind of connection builds real loyalty.” - Toni Reese, Running Lab

What’s Missing for Women Runners

“What’s fascinating is that women-specific run products haven’t taken off in a major way in run specialty the way you might expect. I truly believe they would be embraced by the consumer if brands were able to market and position them more intentionally.

In our store, footwear accounts for about 85% of total sales, both in-store and online, and I would imagine that’s similar for most independently owned run specialty retailers. Because brands primarily sell both men’s and women’s models within the same franchise, you don’t always feel that strong women-empowerment momentum at the product level. It’s there, but it’s not always distinct or clearly communicated … How we overcome that at Running Lab is by deeply knowing and growing our female customer. She shops in-store more often than her male counterpart. She’s balancing a lot: career, family, training and life, so convenience matters. Having the right options curated and ready for her is critical. She doesn’t want to sort through noise; she wants confidence in her choices. Our goal is to make her shopping experience enjoyable and motivating.

We focus on service, education, and creating reasons to come back – through community events and consistent engagement. When she feels seen, understood, and supported, that connection becomes the powerful shopping experience for her.” - Toni Reese, Running Lab

“A lot of the current products we have are very good such as apparel and accessories. One item that might be missing is more safety products. It is crazy that this is what we have to worry about today, but I feel that some items could be made better for women’s safety. For example, we sell a small thing of mace, but it would be so hard at the moment to spray it or take it out of your pocket. I am not a creator, so I don’t know exactly what could be made, but something along the lines of self-defense that might be easier to use.” - Allie Cook, Runner’s Edge