Running Insight

"The storage room alone is as big as our previous store," Ron says. Opened in July 2015, the multi-tenant facility features a slew of carefully vetted, complementary neighbors, including a bike store, a functional fitness center, a karate studio and a physical therapy clinic. Over the last two years, the Elliotts' mightiest hopes for their ambitious plan have been fulfilled. Groups like Girls on the Run use the property as a meeting place, while free, timed Friday night fun runs regularly attract crowds and Georgia Game Changers' commercial neighbors continue to realize synergies. "We've helped other businesses grow and they've helped us grow because of the cross pollination that takes place," Ron says. The physical therapist, for example, performs complimentary injury screenings for Georgia Game Changers' customers, while the functional training studio regularly directs individuals to the running store. While there is some duplication, particularly with products found at the bike store, the Elliotts even view that redundancy as a positive. "If we don't have something and the bike shop does, then the customer can get it and leave happy, which is still a win in our book," Sandra says. Adds Ron: "Across the board, the benefits outweigh any negatives." Still on the go With the Richmond Hill business thriving, the Elliotts recently introduced their next venture: a 3,000-square foot shop in downtown Savannah, GA, the coastal resort town that attracts Southerners and global travelers alike. Located about 30 minutes from Georgia Game Changers' flagship Richmond Hill location, the Savannah running shop sits alongside boutiques and big-name retailers like lululemon, Urban Outfitters, Banana Republic and H&M, a distant cry from its Richmond Hill location tucked near the everyday concepts – a funeral home, a Pizza Hut and a Dairy Queen – that blanket small town America. Despite the geographic, demographic and consumer divide between its Richmond Hill and Savannah outposts, Georgia Game Changers doesn't veer from its proven path. Just like Richmond Hill, the Savannah shop is absent the ubiquitous footwear models that line the walls of Georgia Game Changers' running store peers. There is no Brooks Adrenaline or Asics Nimbus, no Nike Pegasus or Saucony Guide, no Mizuno Wave Rider, as Georgia Game Changers' shoe wall remains an ode to niche brands – save New Balance – focused on natural running, while the Elliotts also favor specialty-oriented apparel and accessory brands like tasc and CW-X. "We're always on the look for game- changing products," Ron says, noting that Georgia Game Changers recently became the first retail store outside of the Northeast to carry XOSKIN, an Army Ranger-developed technical apparel line. Also like Richmond Hill, the Savannah shop is working to build community with regular events, including natural running classes – a specialty of Sandra's that she has also offered to the Georgia National Guard – and Wednesday night fun runs through historic Savannah. In Richmond Hill as well as Savannah, Georgia Game Changers' inventory mix combined with its community focus and ultra-personalized service carried out by 12 employees helps the Elliotts' concept stand out in an increasingly complex and competitive retail landscape. "We're not like everybody else and really focus on special products and individual needs," Sandra says. In the coming months, the Elliotts will expand their flagship Richmond Hill location with the construction of an additional 12,000-square foot building on the property. A cryotherapy operation has already committed to space while the Elliotts continue assessing healthy restaurant concepts as well. "There are other entities that want to be a part of this and we believe there are even more small business opportunities going forward," Ron says. "Our success has encouraged others to take the leap and say, 'I want to be a part of that." n 12 runninginsight.com © 2017 Formula4media LLC. The store is always looking for game changing product. Changing the Game (continued)

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