Fleet Feet announced that A Running Start in West Reading, PA, will partner with Fleet Feet as a location effective immediately.
Current owner, founder, and chief running officer of A Running Start Sorita Averill-Fitzgerald will remain owner of the store, which she first opened in 2004.
“There are those people who just exude passion, intelligence, and intensity from the get-go, and that’s Sorita,” said Robyn Goby, vice president of development for Fleet Feet. “Her efforts in the West Reading running community over the past 13 years really prove how meaningful and impactful a locally-owned running store can be, and we are thrilled to partner with her as a part of the Fleet Feet brand.”
“After meeting with Fleet Feet several months ago, I was very impressed with their commitment to the running community and the wealth of resources they have available to help stores grow their business,” said Averill-Fitzgerald. “I came away from those meetings convinced that partnering with Fleet Feet would be the best way for us to build on our reputation for customer service and expand our reach and involvement in the community. I’m excited about the new products and services we will now be able to offer to our customers, as well the marketing and management expertise they can provide. ”
The store will offer its training programs for 5K and half-marathon distances under the umbrella of Fleet Feet’s new Fleet Feet Running Club program beginning this month. The store staff, which includes four full-time and seven part-time employees, will soon begin using Fleet Feet’s exclusive 3D foot scanning technology, fit id, with customers as part of a personalized shoe-fitting process.
Averill-Fitzgerald said local planning will soon begin on Fleet Feet 2018 national initiatives, including the retail event “The Big Commit,” planned for March 2-4, and the national 5K race “The Big Run,” slated for Global Running Day on June 6. The store will incorporate the Fleet Feet branding into its own beginning soon.
“I’m excited that I will be able to continue to share my passion for running in new and innovative ways,” said Averill-Fitzgerald.
Averill-Fitzgerald began running at age 28 when she discovered that, despite her asthma, running improved her breathing and lung functioning. She started competing in short runs and eventually began running marathons. She has also overcame breast cancer and has completed several half and two full Ironman competitions
Now a Road Runners Club of America certified coach, Averill-Fitzgerald directs several local races, including Fitzy’s Halloween 5K Run and Run Santa Run 5K, and serves on the board of directors for Girls on the Run in Berks County.
Prior to founding A Running Start, Averill-Fitzgerald worked in pharmaceuticals and sales. She graduated from Cabrini College with a bachelor of arts and earned her master’s degree in organizational dynamics from the University of Pennsylvania.
Averill-Fitzgerald said she plans to hold a celebratory event for customers later this month. For more information on all upcoming events and training programs, visit www.fleetfeetars.com
With the addition of the West Reading location, Fleet Feet Sports now has a total of three locations in the state of Pennsylvania; one in Pittsburgh and one in Mechanicsburg.
Photo courtesy Fleet Feet
