Running Insight

A thlos was founded in May 2016 based on the idea of delivering high quality customized cycling gear to clubs and teams and creating special merchandise with lead times of less than 30 days. Earlier this summer, the company introduced a line of running T-shirts, shorts and singlets that will allow the company to start working with run stores. "Many companies who offer what we do bypass retailers and go direct to consumers and clubs," says Phil Sporidis, one of the founders of Athlos. "It's not our intent to bypass retailers. We want to be a resource for them." Atlanta-based Athlos works with retailers in a number of ways. In certain instances, Athlos will set up a web portal for a store that allows its customers to order merchandise that meets with their particular specifications. Customers can choose colors, place their logos and team names online and Athlos works with them on sizing and approvals. Once the order is finalized, the company either ships the merchandise directly to the club or team with a "bounce back" coupon to the store, or ships the merchandise to the store where team members can come in and pick it up in person, which Sporidis says serves as a traffic driver. In either case the store earns a commission on the sale, typically in the neighborhood of 15 percent. "We try and serve as a special-order concierge," says Dave Manchester, the other Athlos co-founder, who spent 20 years with Cannondale. "The custom business can be a headache for retailers and we try and keep everyone happy with the end result of making money and building a stronger relationship between the consumer and the store." Manchester says Athlos recently completed an in-store program with Princeton Sports, a two-unit specialty store in Maryland for a 400-person triathlon club that is participating in an IRONMAN race on October 8. Athlos can also accommodate smaller orders in cases where a consumer will walk into the store and say "me and 30 of my buddies are doing a race and need shirts," Manchester said. Athlos has six designers and graphic artists on staff who are critical to developing and approving product designs on short notice. Once the design is approved, the product is produced using American-made fabrics in factories in El Salvador, where the garments are made using fusing rather than sewing. The factory also has sublimation capabilities. Sporidis says Athlos keeps a solid inventory of performance fabrics, zippers and other components on hand and uses very few companies in its supply chain. "We keep it simple, which means orders flow smoothly and quickly." The lead times are also tight because of the proximity of the factories to its Atlanta headquarters (about three hours). "Specialty retail is just about the hardest job in the world right now," says Manchester. "Store owners have to deal with employees, landlords, banks and customers, so we try and make their lives a little bit easier. If we do our job correctly, retailers can make money selling custom apparel without holding inventory and having to worry about turns and pre-orders." n 18 runninginsight.com © 2017 Formula4media LLC. Athlos Brings its Custom Apparel to Run Retail Athlos, a young company that has had success with independent bike stores, has introduced an apparel collection that will bring its concept to running stores.

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