Most states in the U.S. snow belt have already had a smattering of inclement winter weather, but running retailers in cold-weather regions know that the worst is yet to come. Snow, wind, ice and cold temperatures provide a certain challenge to runners; but the dedicated find ways to cope with the elements, and running specialty retailers have stocked their shelves accordingly.
Many road races and charity runs concluded two months ago in most regions, but committed competitive and recreational runners continue to hit the pavement and trails every day, regardless of the conditions. For this hardcore group of athletes, running specialty retailers have replaced summer and fall product with items like studded shoe covers, heavyweight compression materials and weather-proof running jackets. As the old adage goes, “There is no such thing as bad weather just inadequate clothing.”
Ryan Lamppa, a researcher for Running USA, says treadmills have improved significantly in recent years and, as a result, many runners in cold-weather climates are more inclined to move workouts indoors during the winter. Lampa, who is originally from Minnesota, says that many runners prefer to run outside rather than on a treadmill, but volatile weather conditions in Midwestern and Northern states can make running outdoors unbearable.
“But, theres a segment of the running population that likes to run in inclement weather,” Lamppa says. “Theres something about it thats very surreal.” Lamppa added that road races continue throughout the country no matter what time of the year. “(Wherever) you are, even in January, you can find a road race within a half-hour drive,” he says. “Theyve had races when it was zero degrees, and people showed up, raced, and had fun.”
Most running retailers in the snow belt maintain that sales remain relatively flat or slightly down during the winter season. Most say that an increase in running apparel sales boosts otherwise stagnant returns for other running products. Likewise, higher price points for these items tend to offset lower overall unit sales.
Phil Hoffland, owner of Runners Gate in Lakeville, MN, says overall sales have decreased slightly in the colder months because most recreational runners will start running on treadmills and indoor tracks during cold weather in Lakeville, where winter temperatures rarely climb out of the 20s. Hoffland says Runners Gate directs its products toward more serious runners who continue to brave the elements.
“We see more apparel sales during the winter because people are layering,” Hoffland says, “We sell much more long-sleeved (items) along with running pants.” Hoffland notes that the Christmas season also helps boost sales during cold weather months.
Runners Gate also supplements sales with a year-round partnership with a health club, collaborating with a local running group and by supporting “cause” groups such as The Leukemia-Lymphoma Society and Race-for-a-Cure, both of which hold running events year-round. Hoffland says Runners Gate, which has been open for four years, has seen steady growth in revenue for the past three years and, despite the state of the economy, he expects this trend to continue.
John Rogers, owner of Maine Running Company in Portland, ME, says business stays steady during cold-weather months.
“Is it slower? Absolutely,” Rogers says. “But people dont just come to a halt.” Rogers says Maine Running Company offers fall, winter and spring run groups. Winter runners, he says, tend to be those who are particularly devoted to maintaining fitness and staying in shape. These folks, says Rogers, are the most dedicated of the bunch. Rogers adds that he has seen as many as 12 runners show up for a 6 a.m. clinic in the middle of a driving snowstorm.
“That person who is committed to running outdoors is going to gear up (to do it), whereas the beginner is going to do more cross training indoors,” he says.
Some of Maine Running Companys best-selling products during the winter are YakTrax and Screw Shoes. Rogers notes that apparel sales always see a significant spike when the temperature begins to drop. Other top-selling winter products include head lamps, reflective vests, wool socks and various types of base layers, including winter briefs and underwear. Rogers adds that Maine Running Company networks with personal trainers, physical therapists and podiatrists to encourage new traffic in the store.
The Tortoise and Hare, a running specialty retailer in Ann Arbor, MI, tends to see an increase in revenues during November and December before sales drop off in January and February. Reflecting a trend for many cold-weather running specialty retailers, Tortoise and Hare also reported that apparel sales typically climb while footwear sales drop with the arrival of cold weather.
Justin Russell, a buyer at Tortoise and Hare, says in Ann Arbor, where winter temperatures regularly drop into the single digits during winter, many runners tend to move inside when temperatures get too cold. To supplement sales in the winter months, Tortoise and Hare has established a “two-and-a-half” location with a local community colleges new health facility. The store also has small partnerships with Golds Gym and other local health clubs.
Despite the fact that Ann Arbor is somewhat of an “affluent oasis,” Russell says the store has already seen some effects from the lagging economy. “I have a feeling were going to feel it more as it starts to develop. Right now, were in the stages of locking down on products and getting very specific with what we bring in to combat that when it happens.”
Eric Escher, a sales associate at Duluth Running Company in Duluth, MN, agrees that the most dedicated runners continue to run outdoors while recreational runners retreat to treadmills and indoor tracks.
“People who run road races and marathons are the ones that will continue running outside throughout the year,” Escher says. He notes that customer traffic dwindles during the cold season. To combat slowing sales, store management rearranges displays and constantly alters aesthetic components in order to keep elements fresh. Duluth Running Company also partners with a nearby health club and sponsors a triathlon team.
Industry-wide, Rogers says retailers will find out quickly whether or not the economic recession will have a significant impact.
“Recessions have never really had an impact on (running retailers),” Rogers says, “This is a necessity for people who will invest in themselves and invest in their health and well-being. Most people will cut a membership to a health club before they cut their running shoes.” Rogers says that their may be a slight drop in general sales but adds that, during stressful times such as these, people tend to engage in physical activities like running and walking to reduce stress.
