It all started with a simple consumer question: “Whats the difference between polyester and cotton T-shirts? I can buy one for $12 and the other costs me $36. Can you help me out?”
Amber Anthony and her business partner, Ashley Rosilier, owners of Run Gear Run in San Antonio, TX, came to running later in life. Anthony recalls, “We came to the sports of running, swimming and cycling not as high school cross-country and track athletes, but as weekend warriors.”
When Anthony was searching for information about technical running footwear and apparel, there were only two running stores in a community of 1.2 million people. So, despite not having any previous running or retail experience, Anthony and Rosilier opened Run Gear Run in November 2003. Anthony has a bachelors degree in political science and spent time working in Washington, DC, and Austin, TX. Rosilier holds a masters degree in electrical engineering.
Anthony describes translating vision to reality. “We really had to work at it. Just because I had the money and a dream didnt mean I was going to be able to open a store.”
Running footwear and apparel vendors offered strategic support and advice. “We had some great luck,” admits Anthony. “Our vendors would not open us close to the other stores. They pushed us outside of town to an area that is now booming. The development over the last five years is astounding. We got our vendors, got the doors opened and became a resource for the community.”
Like all running specialty retailers, Anthony strives to create a personality for the store that separates it from competitors. She explains, “From the beginning weve tried to have a non-intimidating environment. We are trying to instill in our customers that everybody is an athlete. Some wont consider that if they run just 12 miles a week or run in their neighborhood and dont compete in 5ks. I try to empower that customer to feel good about themselves.”
Run Gear Run caters to a relatively equal mix of men and women. Anthony notes that at times, businesses owned by women get labeled as only addressing the needs of one gender. But, says Anthony, “Thats not the case. Were split 60/40 with more men than women customers. We offer womens-only programs to get them started, but its not our focus.”
Run Gear Run hired a former customer to serve as an outreach director and nurture relationships with local orthopedists, podiatrists, fitness clubs, and high school track and cross-country teams.
Kids, both high school age and younger, are a key target audience for Run Gear Run. “We do a lot with the local high schools. Parents bring in their sons or daughters for track or cross-country shoes and have a wonderful experience and try something themselves,” says Anthony.
Before opening the doors, the partners conducted an online consumer survey to learn more about the local running communitys brand preferences. The store carries shoes from New Balance, ASICS, Brooks, Mizuno and Saucony. Apparel and accessories are also key in generating sales and repeat visits.
“Apparel and accessories are huge in the overall feel of the store,” reports Anthony. “Customers want to experience life as an athlete. We sell 26.1 stickers, hydration belts, nutrition, handbooks, electronics, [safety] lights, sunglasses, handheld protective sprays, and more socks that you can imagine.”
Customers also receive note cards along with their shoe purchases that document the shoe type and information about how to gauge when the shoes should be replaced. Cards with shoe care and technical apparel tips are also offered.
The store supports runners of all skills levels through a selection of national training programs. Run Gear Run is affiliated with USA Fit-a 26-week marathon training program for all levels-as well as Heart Zones Team Danskin Training, a six-week, womens-specific triathlon training program. All of this has a srong impact on attracting new runners to the sport.
“We have people join the Race for the Cure first-time 5k program and that changes their lives,” says Anthony. “The next thing we know, they are signing up for the Womens Danskin triathlon program and a half-marathon training program. Their lives are changed and they continue to return to the store and even bring their friends. Our marathon program has participants in their 50s and 60s. They want to make a change. Thats exciting.”
The consideration for all skill levels is even evident at weekly informal speed workouts hosted by the store at a nearby high school. “My seven-minute milers can get in what they need, but the 11-minute milers count, as well. They all need the speed workout to get better,” Anthony notes.
Run Gear Run carries triathlon-related apparel and accessories, too. In fact, Rosiller is chairwoman of the USA Triathlon womens committee, and Anthony competed in her first triathlon at age 33. After receiving strong community support for hosting a kids-level triathlon, Anthony is planning a triathlon and multi-sport series next year for 7- to 15-year-olds.
“If you start with a healthy lifestyle young, you will carry it on when you get older,” says Anthony. “It becomes a family affair. It makes me so proud because I cant think of anything better than everybody being able to do something together, enjoy it and get healthier at the same time.”
However, the sense of accomplishment that comes from introducing a new runner to the sport is tempered by the day-to-day challenges of running a business. “Our biggest operational challenges are human resources and managing growth,” says Anthony. “Its a constant challenge to manage the team on the floor and keep everyone focused, motivated and happy. Its really the biggest thing my business partner and I walked into.”
Anthonys parents both owned businesses and she incorporates the lessons she learned from them every day. She recalls, “They never asked anything of their employees that they hadnt already done themselves. I try to live by that. Im not going to ask the staff to clean the bathroom if they havent seen me do it.”
The partners succeed through a process of divide and conquer: Rosiller leads the training programs while Anthony manages buying, store operations and human resources. They also rely heavily on vendor sales training programs to keep the sales staff informed about each brands offerings and proprietary technologies. “The more experiences the employees have with the product, the better they will be able to present that knowledge to the consumer,” says Anthony. “Thats a huge win-win.”
Anthony admits to missing sales opportunities by limiting the stores online presence. “At one time, we had more opportunity to buy online. From time to time, employees have taken on the role but then they left,” she says. “There are just two of us. Its really a business in itself. We are missing some of those consumers, but taking something on and not doing it well isnt worth it.”
Five years after starting their business, Anthony and Rosilier are seeing their dream come to fruition. Once frustrated by a lack of information and entry points to running and triathlon sports, Run Gear Run has firmly established itself as a community resource. Naturally, the process has involved a bit of attitude adjustment.
“Some groups, like San Antonio Road Runners, really embraced us,” remarks Anthony. “For others, it took some time. Five years later, we are all working together cohesively. Weve come to work for the community of San Antonio.”
Now an active runner, triathlete and member of a womens water polo team, Anthony has embraced sports in all aspects of her life. And shes well aware of the contributions others have made that allow her to follow that path. “Our success is tremendous but not without a lot of support from family and friends,” she says. “To be able to live the life and provide that to others is tremendous.”
