Running Insight

4 runninginsight.com © 2017 Formula4media LLC. "Callout if you need it." NAME OF PERSON, AFFILIATION Shifting Gears (continued) While the Rakitins follow that formula, they, unlike Shoes & Brews, were not a startup operation, but rather an existing store that shifted gears into the novel combination. The Rakitins, of course, could have easily stayed the course with traditional running retail, a path on which they had scored favorable results as the only running store within a 25-mile radius. Instead, however, they tied their capital and their future to the prospects of what a more diversified and distinctive operation could bring. "I've had people tell me this is exactly what Morgan Hill needed and that's reassured my thoughts from the beginning and helped confirmed that we did the right thing," Paul says. An idea with history Paul says he first had the idea for a running store-taproom concept back in 2010. Absent at the time, though, were the financial resources to launch the project. "And I had no intention to take on a partner," he says. "I wanted full control and to do what I wanted to do." Paul, who had worked in running stores throughout his 20s, and Renee decided to chart their own course by opening The Running Shop. The plan, Paul explains, was to build a client and product base and to become a community presence. Thereafter, the couple could investigate opportunities for a running store-taproom concept as they emerged. "We wanted to make sure we were a bona fide running store first because the worst thing you can do is get in over your head," Paul says. The Rakitins found immediate success with The Running Shop, earning the trust of patrons and a growing customer base in the blossoming Morgan Hill community. As they completed their second year of business in mid-2015, Paul learned that a vacant storage building in Morgan Hill's downtown corridor, located about one mile from their existing shop, could be had. "I just so happened to run with the landlord," Paul says. Soon after, the Rakitins began negotiations to enter the space and turn their dual concept from idea into reality. Though some looked at Paul cross-eyed as he explained his plans for the new building, he never swayed from his vision. "I actually had more questions about opening the retail shop back in 2013 than I did when we began putting the pieces in place for The Running Shop and Hops," Paul says. "People didn't see what I saw, but once we started moving forward, the only thing to do was to succeed." Bringing the idea to life Over the next year, the Rakitins brought The Running Shop and Hops to life. They landed their beer license as well as a conditional use permit from the city, earning the approval of the local planning commission after presenting their detailed plans and having about two-dozen people speak to the commission on their behalf. "That was probably the biggest hurdle," Paul says. They split the 3,000-square foot space about 50/50 between taproom and running retail, brought the metal-shelled storage building up to code and tackled much of the buildout with friends and family, including construction of key elements such as the bar and benches. Visually, Paul says, the two spaces are connected, only loosely separated by a perforated swinging door. The layout, design and finishes in one space largely mirror those in the other, including the same wall trim, wood and metal. The space is split 50/50 between running retail and taproom. "I actually had more questions about opening the retail shop back in 2013 than I did when we began putting the pieces in place for The Running Shop and Hops." "People didn't see what I saw, but once we started moving forward, the only thing to do was to succeed." PAUL RAKITIN, OWNER THE RUNNING SHOP AND HOPS

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