Issue link: https://viewer.e-digitaledition.com/i/902158
W hat do United By Blue coffee mugs, Altra running shoes, Katherine Homes trucker hats and Smartwool lifestyle apparel have in common? They're all part of the latest concept in a running shop, billed as part community- collaborative space, part fit-focused specialty retail, which opened the first week of November in one of the most vibrant but competitive retail environments in the country on Pearl Street in Boulder, Colorado. A grand opening on November 5 filled with raffle drawings, door prizes, athlete appearances and networking brought the community together at the new location for the first time. But bringing groups of runners and everyday athletes together through events and happy hours is just part of the picture, albeit one of the most defining characteristics of what some are calling a return to specialty. The new Go Far Shop (whose opening we previewed in our November 1 issue), is designed to be an "experiential community hub for active lifestyle enthusiasts," store founders said. Transcending the traditional brick-and-mortar experience, this new adventure boutique hopes to connect and inspire consumers with collaborative educational events, "meet the maker" nights, demos and advocacy events. According to Ken Sung, one of the principals in Michigan- based Gazelle Sports and a partner in Go Far, today's consumers are seeking a more genuine connection where their needs are heard, where they can learn more about their chosen sport, and 32 runninginsight.com © 2017 Formula4media LLC. It Takes a Village ... Scenes from the Opening of the New Go Far Shop in Boulder The Go Far shop is located in one of the most vibrant but competitive retail environments in the country on Pearl Street in Boulder, Colorado. By Aaron H. Bible