REI is piloting new store layouts and deepening staff training to support its running departments as part of a bigger investment in the running category.
REI said in a press release that the investments include broadening its product assortment of running gear, evolving in-store experiences, deepening related in-store training, and expanding national and local partnerships to help more customers turn to the co-up for their running needs. The co-op also recently introduced its in-house Swiftland Running apparel, accessories and gear.
Running footwear fit services will be expanding in all stores and online. The fit service will factor in assessing fitness level, customer goals and where they plan to run to help select the right shoes. The co-op is also increasing its engagement with local run clubs and is creating more opportunities to connect communities through running. REI also plans to offer increased access to expert advice with a 1:1 virtual outfitting session led by REI product experts who are American Sports & Fitness Association (ASFA) certified running coaches.
REI said customer demand for running and fitness products has doubled since the height of the pandemic. REI also said it views running as an on-ramp to the outdoors.
“REI’s run business has grown more than 65 percent since 2019. As interest and demand for run continues to grow, the co-op is uniquely positioned to serve runners of all skill levels,” said Fan Zhou, REI run activity director. “From those participating in their first marathon or seeking a new solo sport, to seasoned athletes looking to set a new personal best or explore new running routes and terrain, we’re committed to being their partner and one-stop-shop for gear, inspiration, tips, training and more.”
