Issue link: https://viewer.e-digitaledition.com/i/1154057
the race. People oen expect that to be a big percentage of the business, and we have found so far that is not necessarily the case. ere are some races that do better than others. And it's not always the biggest races. Schools are absolutely one of the areas we are trying to crack. We believe like Under Armour, which may not say it the same way today, that 'athletes run.' ere is tremendous truth in that and why we are also serving the women's soball team, and the men's lacrosse team and maybe also the men's and women's soccer team. is is one of those big opportunities for us because we can come to them — whether it's alongside a soccer field or a track, it makes no difference to us. e corporate environment in Atlanta gives us a little bit of a head start. I think we have been to every Fortune 50 company — Delta, UPS, Coca-Cola, Mercedes-Benz and others. But at the same time, it's the small marketing firm, it's the engineering firm… It may be an office of 15-25 employees, but if they are all signed up for the Peachtree Race or they are all pursuing a 'Couch to 5K' finish, those environments have been terrific for us as well Apartment communities offer tremendous potential, 55+ communities and complexes where you have social coordinator, or com- munities with places where people tend to congregate. is is a great way for us to come in, lead a group run or perhaps do a clinic on how to get off on the right foot for your 5K training. en, of course, Big Peach On Wheels, is able to fully manage the retail element." What's been most challenging and most rewarding in running a store on wheels? "e thing that's been most challenging thus far has been staffing. Unlike turning the key every morning, there can be some days when the truck isn't running or there are two or three events to travel to. Most of the workforce can't necessarily be as flexible or pliable as that would suggest. We are developing what we refer to as a cadence client — so we now know that in, say, February 2020 that we will be at this location at this particular time of day. On the rewarding side, it has been seeing validation for the concept, the appreciation for what we set out to do, which is to become more convenient, to give people more reasons to smile when interacting with the Big Peach Running Company. at never goes out of style." Would you recommend this mobile concept to other specialty retailers? "With enthusiasm, some clarity and now some experience that we wouldn't have had 18 months ago, it is our belief that we need to get more convenient for our guests, our market- place, our target audience, for those we either want to interact with or expose to the work that the Big Peach Running Company does. So anyone who is not spending time thinking about 'How can I become more convenient?' Shame on them because they're missing an integral part of how they can better serve their guests... Whether [your store] is in Maine or Manhattan, it's possible that this could be a good idea for you." n Big Peach On Wheels is a mobile store that offers convenience to its community. sportsinsightmag.com July/August 2019 Sports Insight • 17 IN THE MARKET / RUNNING