sportstyle

2. Bringing Back Events Critical to the new-customer effort is events. Races, fun runs, training groups and classes of all kinds have historically been the lifeblood of the run specialty channel, and stores have felt the loss keenly. But after keeping customers connected with online challenges and virtual events through the spring and fall, run stores told us they've either started bring back events or will be soon. And while they may not look exactly the same, retailers are excited to make them a part of their picture again in the new year. "What we're hearing is that people are still craving togetherness in their commu- nity," said Jen Brummitt, CEO of Grand Rapids, MI-based Gazelle Sports. After moving all events — including Ga- zelle's signature Gazelle Girl 5k/10k and Half Marathon — to virtual runs, Brummitt said this winter the store would be looking at relaunching in-per- son options. "The question is how we reintroduce them in a safe and responsible way and welcome new people to the event experience," she said. At St. Pete Running Co., community events, as many as 150 a year, have been the "backbone of our business," Angell said. Starting with a virtual Take the Lake Chal- lenge run earlier in the year, Angell said the store has started hosting distanced group runs again, with masks required, marked-off spots to stand and stretch, and a new course that keeps people running loops in the same direction and spaced 10 feet apart. Next up, Angell said, the Keeping a distance, but staying connected (top to bottom): Lincoln Running Co., St. Pete Running Co. and Skinny Raven Sports. sportstylemag.com • sportstyle November 2020 • 7

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