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"It (App Run Co.) attracts a little bit younger clientele and it helped us in hiring since the (run concept) is more appealing to younger employee candidates," explains Lewis. Of course, the run chain is always focusing on the service needs of customers and how those requirements parallel what's required in an independent shoe store — 1 on 1 service, personal fitting and helpfulness to the customer wherever needed. e App Run Co. merchandise assortment, equally weighted to men and women, is dominated by key performance styles from about 10 top running brands and a smattering of key run apparel items and accessories, including Feetures socks. ere is also a selection of key non-traditional brands such as Birkenstock, Merrell, Teva, OluKai, Oboz and Oofos that are oen an "add-on" sale aer a customer has purchased running shoes. "ere is a real value in having credibility in the running and local community," suggests Lewis. e App Run Co. stres sponsor running races, including an annual 9/11 charity race., with proceeds from the 2021 event benefitting the local ambulance service. e upcoming 2022 race is expected to benefit a county hazmat group. Lewis says he hasn't been surprised by much over the last 30+ years, but says he was pleasantly surprised by customers adjusting to new brands added to his running assortments. He notes that New Balance was displaced as App Run Co.'s top vendor in the first quarter of 2022 by Hoka, though he adds that he believes New Balance will regain that top spot in his business once they are able to to "ship better." In the meantime, App Run Co.'s immediate goals are to improve the sales performance inside some of its stores, to prepare for the openings of new doors in Camp Hill and Erie, PA and to remain on the lookout for other independent, comfort shoe businesses in the Mid-Atlantic region as acquisition targets to expand either of its primary formats. Shoe Fly Creates a Buzz e Appalachian Running Company is a sub-brand of the independent chain, Shoe Fly Shoe, Inc. Founded in 1999 in Pennsylvania, Shoe Fly Inc. has grown over the years through the acquisition of two independent family shoe businesses, the conversion of two former New Balance stores, the 2019 purchase and expansion of the Appalachian Running Company, and the addition of two "Work Zone" concept stores adjacent to Shoe Fly doors. "Our stores are, by and large, in conservative areas," says Todd Lewis, president of the parent company, which now manages 11 Shoe Fly stores, seven in Pennsylvania and two in both Maryland (Frederick and Rockville) and Virginia (Charlottesville and McLean), four App Run Co. stores and the Work Zone doors. "I would say our shoes have to bring value. We don't have a luxury [shoe] business or [an assortment] targeting the affluent." Cliché or not, the heart and soul of Shoe Fly are its ties to independent family shoe stores and its dedication and focus on the full-service 'sit and fit' experience when so many rivals are chasing more impersonal ecommerce sales today. e company hasn't ruled out taking part of its business online, but it's not a "high priority" today. "Our best strategy is to make sure your in-store experience is worth getting off the couch and driving 20 miles for," commented Lewis. n sportstylemag.com • sportstyle May/June 2022 • 37 Appalachian Running Company Also known as App Run Co. Originally founded by two physical therapists. Currently a four-store operation, a sub-brand of parent Shoe Fly Inc., owner of independent footwear chain Shoe Fly. Average App Run Co. store size: 2,500 sq. . Footwear assortment at App Run Co. largely consists of 10 brands (Hoka, New Balance, On, Saucony, Adidas, Altra, Nike, Asics lead the group) supplemented by non-traditional run brands in Birkenstock, Merrell, Teva, OluKai, Oboz and Oofos. Apparel accounts for less than 10 percent of the mix. Not a runner? No problem. e store's website clearly states its mission: "Many of our customers aren't elite athletes – they're just people who need a good, supportive pair of shoes! All are welcome at ARC regardless of athletic ability. Our knowledgeable staff want to help you to achieve your health and fitness goals no matter what they are. We want you to leave us feeling motivated to take on your next adventure!" e running specialty store uses a 4-Step Fit Process: Listen to the customer; Evaluate the customer's current shoes and gait; Analyze biomechanics and how the customer 'moves' in the shoes; Recommend & Encourage the customer as they make their shoe-buying decision and set goals. Expansion: New stores are set to open in Erie and Camp Hill, PA this fall. Current locations are in Altoona, Carlisle, Wexford and Homestead, PA.

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