Q. Tell us about some initiatives that were impactful for your store this past year.

“For the first time in 16 years we had more full-time employees than part-time. I think this really gave the store a boost as far as commitment to the culture as well as consistency.” — Trey Vernon, Manhattan Running Co.

“We opened two new locations this year. I acquired a store that was closing in Brookfield CT, keeping people employed and a business alive! We moved the store in December along a Greenway that sees hundreds of walkers and runners daily.  The other location I opened is inside Chelsea Piers-Stamford, which is a 500,000 square foot fitness facility. The store itself is a tiny space, but it allows us to introduce our fit process and service to a new demographic of customers.” — Megan Searfoss, CT Run Co.

“For us it was something relatively simple. We opened our fourth location in the fall of 2023. Going into 2024, one of our big initiatives was to work on simplifying things and to make sure that we were maintaining consistency amongst our four locations. That entailed everything from paring down some of the products that we offered to some re-education with the team on how we can better serve our customers to make sure that customer experience is always the top priority. We found that just getting back to basics and simplifying made everything go a lot smoother. And everybody felt like they were all on the same page.” — Amy Minkel, Fleet Feet Charleston (owner of four Fleet Feet stores in SC)

“At the heart of everything we do is a focus on community—nurturing the relationships we’ve built while creating new ones. A great example of this was our Run Fast event, spearheaded by our talented Business Development Coordinator, Matt Miles. This event provided customers with the chance to demo super shoes in a dynamic and engaging environment, which not only deepened our connection with the community but also drove a measurable boost in sales.

Another standout initiative was our renewed focus on apparel. We made a concerted effort to better understand our customers’ needs, refine our offerings, and showcase apparel in a way that resonated. The results were remarkable, with significant growth in our apparel sales—a clear indicator of the positive response from our customers.

Internally, we took the opportunity to reflect on our operations and identify areas for improvement. This year, we brought on new perspectives in finance, dug deeply into our buying processes, and developed new relationships that are already proving invaluable. One of our biggest wins was bringing in a new marketing team that has helped us elevate our messaging and outreach.

Additionally, our Founder, Scott Dvorak, began exciting conversations with a partner brand and a well-known cross-country camp. This developing partnership promises to create stronger connections between retailers and consumers—a critical step in fostering engagement and building a sustainable future for our channel.

A key lesson we’ve embraced this year is the importance of balancing collaboration with innovation. While partnerships are vital, as retailers, we must continue to find new ways to bring eyes back to the specialty run shop, ensuring longevity and relevance in an evolving market.” — Harry Chandler, Charlotte Running Company

“We put on a few more community engagement initiatives in the store with guest speakers, as well as a 10-week running and walking group and a 1/2 marathon training program for beginners. These were wildly successful when incorporating brand partners to help with footwear clinics and demos.” — Ted McGreer, Ted’s Shoe & Sport  

“We launched a few initiatives that made a significant impact, one of which was the introduction of a series of educational videos featuring our team members, like our Pedorthic Facilitator, Rob Orr, to engage with and expand our community online. These videos not only help customers understand common foot problems and solutions but also showcase the expertise of our team. We’ve gotten a positive response to these videos on YouTube and plan to continue them!” — Lauren Klapper, Shoe Fly

Q: What products, trends or categories are you excited or optimistic about in 2025?

“One of the things that caught our attention was a new category. We’ve always carried children’s footwear, but there was nothing below certain sizes. So, when we had that gap for the younger brother or younger sister or a mom that came in that, you know, had a toddler, there wasn’t a whole lot that we could offer to them. But there is a relatively new company called Jbrds that makes toddler learn to walk shoes. And they are rolling into the next age group as well. We’re excited to bring them in and test those out. It’s been a great addition to what we already had, and is helping us to continue to target the entire family.”— Amy Minkel

“Shoes are awesome right now. The technology is inviting to any person looking for a running shoe. The trickle down of performance materials like carbon or plastic (pebax) have proved helpful to consumers with foot issues and brands are starting to make products that aren’t just for racing.
 What are we excited about? We are seeing people shopping more conscientiously and that is great to see! They want to know where things are made, if there is a give-back that they can feel good about and if the brand is ethically sourced and is eco-friendly.”  — Megan Searfoss

“I am interested to see if the max cushioning trend will continue. It seems that the shoe stack height is getting pretty crazy, and I wonder if there will be a pull back to the middle.”— Trey Vernon

“One area we’re especially thrilled about is our growing connection with a prominent cross-country camp. We’re committed to being more than just a retailer for attendees; we want to serve as mentors and resources, sharing our expertise and passion for the sport to inspire the next generation of runners. This partnership reflects our broader vision of deepening community ties and contributing to the growth of the sport we love.

Another trend we’re embracing is the booming popularity of local run clubs. We’ve leaned heavily into this movement, planning a full calendar of thoughtful and impactful events to support these clubs. This proactive approach is new for us, and we’re excited to see how these activations will strengthen our presence and foster deeper community engagement.

From a product standpoint, we’re refining our apparel and accessories offerings by experimenting with new brands, such as Saysky, to keep our inventory fresh and appealing. At the same time, we’re beginning the process of updating our store fixtures, displays, and overall merchandising. Optimizing our floor space to create better flow and ease for our customers is a key priority for 2025.” — Harry Chandler

Q: If you had one wish for industry this year, what would it be?

“Continued innovations of styles from multiple brands. Newness creates excitement, which in turn creates customers in our store ready to experience the excellent service we provide.”— Michael Wittenstein, Karavel Shoes

“For people to truly understand what happens when they shop online from companies that aren’t present in their towns. It’s a pipedream, though it benefits us all. Aside from the community that benefits, the return rate in run specialty is extremely low compared to online footwear purchases. Reducing returns, shipping and processing is important for everyone.”— Megan Searfoss

“That we can figure out a way to work with our vendors on the DTC portion of their business. We can’t keep fighting for the same customers.” — Trey Vernon

“That our local communities really appreciate what we bring to the table—the fact that the customer experience is so important to us. And the only place that they’re going to find that type of experience is when they come into a run specialty store and what we do to give back to our communities. The running industry is very well known for how they give back and contribute to the well-being of their community.” — Amy Minkel

“If I had one wish for the running business in 2025, it would be for the continued success of Charlotte Running Company and the growth of stores like ours across the specialty running channel... my hope is that success is the lot for everyone in our community of specialty retailers.

I’d love to see thoughtful growth plans unfold on each store’s timeline, alongside meaningful conversations about succession and legacy. These are crucial discussions for our future, ensuring the vitality of our industry and the work we’re so passionate about.

Our industry is a treasure and a blessing. It’s more than just fitting shoes; it’s about creating a positive impact that transcends the transaction. We have a responsibility to protect this channel, nurturing it so that it continues to inspire growth, purpose, and change.

Our channel isn’t expendable—it’s essential. It’s a reason to move, a reason to develop, a reason to challenge ourselves, and a reason to live. I absolutely love what we do and what it stands for, and my wish is that we preserve and expand this treasure for as long as it serves to create positive change in people’s lives.”— Harry Chandler

“Our wish for the footwear business in 2025 is to see the industry embrace sustainability as a core value—making eco-conscious materials and practices the standard, not the exception. Consumers are becoming more mindful of their purchases, and as retailers, we have a responsibility to meet their expectations with products that respect both the planet and the people who create them. That extends to the convenience of online ordering as well. We hope that consumers continue to make sustainability a priority and come to understand that shopping with small businesses like ours might not give the immediate satisfaction that checking out online does, but it has a direct impact on real people and supports local jobs and economies.”— Lauren Klapper